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Copywriting by Mark Shaw

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8 Writing for brand, marketing, and internal communications

We all know the world’s best brands, and we all have our favorites. They speak to us, we understand them, we have valid expectations of them, and they rarely let us down. Brand identity shapes perceptions, and if these perceptions prove to be correct, a brand becomes a trusted part of our lives – the objective of all brand marketing strategies. A brand’s use of language is its primary form of expression, and by controlling and managing a brand’s voice you create the opportunity to build mutually beneficial, long-term relationships with customers.

Language is the brand’s personality

Branding has come a long way since it involved burning a mark of identification on the hide of a cow. ...

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