Brand Voice and Creative Copywriting

Brands are talking more than ever. Online, on social, on air, on billboards, on trains, planes and automobiles – the list goes… well… on. With so many brands around and so many places to communicate their message, now has never been a better time to make sure a brand’s voice is heard. So, how does a brand find its personality and create a voice?

This course is designed to show you where a brand voice comes from. You’ll start by understanding how some of the most famous brands in the world use their voice well – and how some don’t. Vikki will show you how to get it right every time with essential tips you’ll put into practice in a series of short copywriting exercises.

You’ll then explore brand purpose, promise and personality, and in teams create a brand and its verbal identity. Before you go, Vikki will provide solid advice on how to protect a brand with her guide to writing guidelines for colleagues and clients. Have pens and paper ready as laptops and tablets aren’t allowed – you’ll be writing, actually writing. And flexing your imagination, getting creative, tackling new techniques, taking on different personas and presenting.

By the end of this workshop you will:

Understand where a brand voice comes from

Learned the difference between good and bad brand voices in action

Know how to write in different voices

Be able to create a brand purpose, promise and personality

Understand how to create and protect a brand voice

Have practiced effective creative and copywriting techniques

Who it's for:

Anyone who works in or is considering joining an in-house branding team

Anyone who works on brand development in-house or agency-side

Anyone who regularly writes for brands

Anyone who regularly designs for brands or is responsible for a brand’s visual identity

Anyone who reviews brand copy e.g. account or project management team, marketing or promotions team