How to make your brand sing

Are you at a loss for words when it comes to your business? Does a chill run up your spine when you think about copywriting for your brand? Chances are, if we were in a room and I asked for a show of hands, the room would resemble a concert with a sea of fingers making waves in the air.

Finding the right message can make your brand a rockstar.

That’s because your brand is the promise of an experience. If you can wrap your brain around that one simple fact then you’ll be closer than ever to finding the words that will make your brand sing.

Start by understanding your fans.

You’re thinking: I’m not selling an experience, I’m selling soap…how can soap be the promise of an experience? It’s the experience of the moisture-rich lather; it’s the experience of the cucumber-fresh scent; it’s the comfort of clean skin after a hard day’s work. You see, this story has very little to do with the energy you’re pouring into making every bar of soap, and more about the need it fulfills in your customer’s world.

Your story, whatever your brand, is always about fulfilling a need. Maslow outlined these needs for us quite nicely way back in 1943.

  • Level 1: The need to live (air, water, shelter, food, sex, sleep, etc.)
  • Level 2: The need to be safe and secure (protection, security, order, stability, etc.)
  • Level 3: The needs for companionship and community (family, friends, work, love)
  • Level 4: The need for self-esteem (reputation, achievement, status, etc.)
  • Level 5: The need for fulfillment (personal growth, wholeness, happiness)

When you know how your product/service is fulfilling your customers need, you can shift your focus to how your brand meets the promise of that experience. That’s where you’ll find the gold. It really doesn’t matter if you’re selling coffee, cupcakes, hair clips or clay critters.

Finish by embracing the power of emotion.

When you bring emotion into the picture, you connect on a human level. When you connect on a human level, you build your brand.

The angst of writing fades quickly when you consider talking to your customer on a one-on-one basis. You don’t need to mince words. You don’t need to be fancy . You just need to be real. Write as if you’re talking to a friend (you are). Write as though you have something to promise (you do). Write as though your brand depends upon it (it does).

 Editor’s Note: Tracey will be joining us as our #omhg co-host this Thursday (October 27) from 1-2EST on Twitter for a chat on making your brand sing. Leave your questions below as comments or come visit us on Thursday! 


  1. Sarah Silks says:

    I could use some help with this! It is easier for me to write/speak of other people’s businesses, but when it comes to my own it is harder. Do you know anyone who helps with this? I wonder if anyone would try writing me a little piece in a trade for some silks?

    • Jessika says:

      Hi Sarah! I know Tracey does great copywriting but I am not sure if she is taking new clients, I’ll check. I have a list of other great copywriters & of course I also offer copy along with my graphic design biz and am always up for a trade. Good luck!

  2. Tracey says:

    Hi Sarah-

    This is something I help clients with all the time. I would be happy to talk with you about what you’re trying to accomplish for your business.

    I’ll add, too, that it’s particularly difficult to write for yourself-even for me (and I’ve been a professional copywriter for years). When I recently relaunched my business I spent a ridiculous amount of time trying to get the right words on the page. In the end, I actually played a little game with myself and pretended to be writing for a client, instead of obsessing over the fact that it was or me. It helped me get out of my own way tremendously. 🙂

  3. BBBC says:

    Hi i think its good if your product actually meets that need like a cell phone is for community and can be used to have more friends so i agree with that or some products have a message and maybe use funds from business to promote this cause, maybe starbucks somewhat. You work will feed ppl with no food, the only problem comes when you are NOT really selling the truth and it gets deceptive I mean cars should be selling cars and not a whole lifestyle b/c a car cannot change your life i guess unless you live in a rural village somewhere and your livihood depends. I dont want my brand to do what many advertisers do take my money for an ideal that doesnt exist b/c that’s lying and why many many ppl are in debt/ its important to connect your business with its purpose not some random idea you want to create thanks

  4. tracey says:

    Hi there bbbc: thanks for taking the time to comment.

    I agree with you wholeheartedly: if you’re not selling the truth then you have nothing to sell.

    Brands that create advertising based upon empty promises usually don’t fair to well in the market. They may enjoy a surge of sales initially, but if and when the people realize the product doesn’t perform they soon loose the only thing that will sustain them: repeat purchases.

    Stay true to your brand and promise only what you can fulfill. People will then experience the strength of your offering.

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