The best brand writing is about focus.
Imagine you’re reading a book. Each time you think it's about to get to its peak, the author introduces a new character or a new storyline, or wait – a surprise villain. And you’re left sitting, just waiting, for this confusing, nebulous story to find its meaning.
Those who try to say everything, end up saying absolutely nothing (I’m sure Aristotle or another philosopher said this at some point). The same goes for brands. A brand can’t be everything. It’s exhausting for its writers, and more importantly, for its audience. We’re a mattress company and we’re all about comfort, but also everything should always look good, and have we told you we care about the future, and sustainability? Ok, sure, great, we’ve heard enough from you.
Yes, it’s important for brands to tell people about their impact, service, and so on, but ultimately, people want to know what you do and why it matters to them. Cracking this nut sounds simple but it’s not. That’s where strategy comes in.
"Strategists and writers should listen, share, and learn from each other along the way."
It’s the phase of the project that writers are sometimes invited to, but more often than not; briefed on, then tasked with writing lines. At most places, strategists define the internal brand platform, then writers create the copy that brings the platform to life externally. As a writer/strategist who spent the first half of her career doing only strategy, I believe that rather than coming up with a strategy and then calling in a writer to perform it, strategists and writers should listen, share, and learn from each other along the way. It’s a natural part of the creation process (designers should be there too, but we can get into that at another time).
Studios and agencies: it’s time to marry your writers and strategists before the brand platform is finished. These are your storytellers. Strategists sharpen the focus of the platform, whereas writers can help form a more cohesive narrative.
"Figure out what the brand does better than anyone else and articulate that."
For the writers looking to get more involved in the strategy phase, remember that defining the brand’s focus is key. Figure out what the brand does better than anyone else and articulate that.
Ultimately, brands can do many things; a brand can emphasize a unique process, like Dyson. It can hold a collective belief, that others are invited to follow, such as Nike. It can position itself around a benefit, like Airbnb with "belong anywhere." Or can use its vision of the future, à la Patagonia, to tell its story. Either way, all of these brands do and say many other things, but at the core of their brand, their focus (i.e. brand platform) exists as a decision-making filter for the rest of their key messages.
There’s beauty in nuance, and there’s beauty in the big picture, but what’s most beautiful is what happens when the two come together. A distinct and ownable perspective, with poetic bliss. A strong, direct positioning, with linguistic reach. A sharp, pointed North Star, with clever, engaging communications.
We can create work that’s stronger and work that moves people more often when we allow this kind of collaboration to occur.
Written by Andie Wexler, Associate Director, Strategy & Writing at Studio Freight
The best brand writing is about focus.
Imagine you’re reading a book. Each time you think it's about to get to its peak, the author introduces a new character or a new storyline, or wait – a surprise villain. And you’re left sitting, just waiting, for this confusing, nebulous story to find its meaning.
Those who try to say everything, end up saying absolutely nothing (I’m sure Aristotle or another philosopher said this at some point). The same goes for brands. A brand can’t be everything. It’s exhausting for its writers, and more importantly, for its audience. We’re a mattress company and we’re all about comfort, but also everything should always look good, and have we told you we care about the future, and sustainability? Ok, sure, great, we’ve heard enough from you.
Yes, it’s important for brands to tell people about their impact, service, and so on, but ultimately, people want to know what you do and why it matters to them. Cracking this nut sounds simple but it’s not. That’s where strategy comes in.
"Strategists and writers should listen, share, and learn from each other along the way."
It’s the phase of the project that writers are sometimes invited to, but more often than not; briefed on, then tasked with writing lines. At most places, strategists define the internal brand platform, then writers create the copy that brings the platform to life externally. As a writer/strategist who spent the first half of her career doing only strategy, I believe that rather than coming up with a strategy and then calling in a writer to perform it, strategists and writers should listen, share, and learn from each other along the way. It’s a natural part of the creation process (designers should be there too, but we can get into that at another time).
Studios and agencies: it’s time to marry your writers and strategists before the brand platform is finished. These are your storytellers. Strategists sharpen the focus of the platform, whereas writers can help form a more cohesive narrative.
"Figure out what the brand does better than anyone else and articulate that."
For the writers looking to get more involved in the strategy phase, remember that defining the brand’s focus is key. Figure out what the brand does better than anyone else and articulate that.
Ultimately, brands can do many things; a brand can emphasize a unique process, like Dyson. It can hold a collective belief, that others are invited to follow, such as Nike. It can position itself around a benefit, like Airbnb with "belong anywhere." Or can use its vision of the future, à la Patagonia, to tell its story. Either way, all of these brands do and say many other things, but at the core of their brand, their focus (i.e. brand platform) exists as a decision-making filter for the rest of their key messages.
There’s beauty in nuance, and there’s beauty in the big picture, but what’s most beautiful is what happens when the two come together. A distinct and ownable perspective, with poetic bliss. A strong, direct positioning, with linguistic reach. A sharp, pointed North Star, with clever, engaging communications.
We can create work that’s stronger and work that moves people more often when we allow this kind of collaboration to occur.
Written by Andie Wexler, Associate Director, Strategy & Writing at Studio Freight
