We don’t connect with polished perfection.
We connect with what’s a little messy, a little honest, a little us. If you’re building a brand — as a small business, side hustler, or content creator — you need to care about your words. Not just what you’re saying but how you’re saying it. People decide whether to stick around based on the feeling your brand gives them. And that feeling? It comes from good copy.
Logos and color palettes are important. But a brand voice is the component most people forget. Your brand voice should reflect your humanity, not mask it. So if you’ve been investing in your brand’s visuals but not its voice, you’re only halfway there.
What is brand copywriting and why does it matter?
Every single thing you express in the written word blends together to form your brand’s copywriting. Your Instagram captions, your emails, your product descriptions, even your out-of-office email.
Good brand copy:
Makes people feel something. Whether it’s trust, recognition, relief, motivation, or even just the sense that they’re not alone. Your words trigger a reaction in someone, so if you’re not intentional, you’re leaving that emotional response up to chance.
Builds trust faster than any aesthetic. Anyone can purchase a nice template, but not everyone can communicate with clarity. When your words are sharp, confident, and consistent, you will stand out and people will listen.
Gives you a way to stand out without shouting. You don’t have to post more, sell harder, or try to go viral. You just have to sound like a person. A person with consistent traits. Consistency builds familiarity, and familiarity builds loyalty.
If you want to write better copy, start here.
Branding isn’t about being perfectly polished. It’s about deciding what you stand for, then sticking to it. These are the steps most people skip:
Define your tone of voice. You can’t be everything. Are you thoughtful and caring? No BS? Sarcastic and confident? Write it down and then write like it.
Create a set of brand values. Why do you do what you do? What’s your origin story? Why are you the best person for the job?
Establish a few messaging pillars. What are the themes you want to be known for? What topics are you always coming back to?
Get really familiar with your audience. Go beyond standard demographics and think about what your ideal customer worries about. What they dream about. What makes them tick.
Let’s stop winging it.
If your current strategy is “I think it sounds good,” it might be time for a better plan. My brand workbook walks you through this entire process — from tone of voice to audience clarity to writing copy that actually sounds like you. It’s a tool I use with my own freelance clients, without the price tag of my services. You don’t need a big budget to start a smart, intentional brand. You just need a place to start. You got this.
