5 Pieces Of Copy Every Brand Needs

slamdot-copywriting-screenWhen you’re launching a brand, there are a few copy essentials that you’ll need to get started on the right foot. Here are 5 pieces of copy every brand needs to be successful:


Mission Statement

The first piece of copy you’ll need when launching a brand is a mission statement. Your mission statement is the lifeblood of your company; it informs your employees, customers, and clients of who you are as a brand and, more importantly, what you stand for. It will ultimately help guide the decisions you make as your company grows – when considering a potential strategy, you’ll need to evaluate “is this in line with our mission?”

Your mission statement should be relatively short, but should be inspiring and generate a sense of commitment to your company’s purpose from your team and a sense of alignment with your potential customers and clients. Your mission statement should outline your corporate purpose and belief system and the actions you plan to take as a company to support that purpose and belief.


Brand Guide

Once you’ve locked in your mission statement, you’ll want to build a brand guide. A brand guide is an absolute must for any business: it’s what outlines all the details of your branding strategy, guides your entire team on how to create a business that’s true to your brand vision, and establishes guidelines for the do’s and don’ts of your brand that your team can refer back to for years to come.

Your brand guide will vary depending on your business model, but all brand guides should include:

  • Your Mission Statement
  • Your Audience Profile (AKA Your Ideal Customer Avatar)
  • Corporate Policies and Procedures
  • Guidelines For Design
  • Guidelines For Copy

Once you have the basics, you can add any additional information you feel is essential for your team, like organizational charts or analytics best practices.


About Page

Once you’ve defined your brand, it’s time to tell your audience about it. And the place to do that is on your about page.

The about page is where your customers are likely to head first when they want to know about your brand, which is why it’s imperative you make sure it’s well-written, engaging, and accurately depicts who you are as a brand.

When writing your about page, you’ll want to keep it concise while also giving your audience the information they need to get a sense of your brand. You can include your mission statement, your corporate history, as well as how you plan to serve your customers. The key to a great about page is to write it in a way that inspires your audience to want to work with you; make your copy engaging and connect on an emotional level.



Chances are, your customers are going to have questions about your brand. And many of those questions are likely to be similar. By adding an FAQ section to your website, you’ll save yourself a ton of time answering customer inquiries, and you’ll also illustrate your customer you can anticipate their needs and answer their questions before they ask.

In your FAQ section, you’ll obviously want to highlight any questions that you frequently receive from your customers, but you can also include any questions you’d like them to know the answer to. So, if you wanted a way to get out the information that your new line of products is cruelty-free, you could put the question “Are your products cruelty-free?” on your FAQ page – even if it’s not a question you frequently field from customers.


Welcome Email

Another hugely important piece of copy you need for your business is a welcome email. Because you know how important it is to build an email list, you’ve already created an opt-in area on your website where people can sign up to receive your emails (and if you haven’t, do it!). The first email you send – the welcome email – is one of the most important communications you’ll have with your audience.

The welcome email that a customer gets when they opt-in to your email list is really their first initiation into your brand family. If you make them feel welcome, appreciated, and valued, they’re likely to want to continue to do business with you. If you send an impersonal stock email – or worse, nothing at all – they’re likely to feel overlooked and unimportant, which will have them taking their business elsewhere.

Draft up a warm, inviting welcome email to send out to every person on your list. If possible, send a special bonus like a coupon or a free ebook to thank them for joining. By building that warm sentiment from the first email, you’re greatly increasing your chances for future success with that customer.
How Can We Help?

At Rogue Print and Mail, our design team have been assisting businesses with creating Style and Brand guides for many years.  Our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and design ideas, and expertise is the power of colours that will best promote your branding, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au  to arrange an obligation free 10 minute discussion with a member of our expert team.


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