Copy Tip 7: Let's Talk Branding

We are in the process of returning from the social and business purgatory of the last year, so I'd like to share ideas on changing your client's message a bit. Each Thursday I will bring a new copy tip your way. This is the next in a series of those tips.

If you wish to talk about individual issues regarding copy and creative, please find my contact information on my profile. Thank you.

Branding in radio is one of the most misunderstood terms and ideas there is. It's definitely misunderstood by the client - and sometimes, even by us, in the sales and creative ends of the business. So let's clear a few things up, because clients are going to be driving you for results, based on need for immediate revenue - but 'think', they're really asking for branding.

First, let's define and explain what branding means. Then, we'll explore how to write towards being successful at it.

Branding, in one sense, is very simple. The concept is to establish a product or service name for Top of Mind Awareness. It's a direct contrast to a call to action, where copy and creative direct a listener to react within a short time frame.

But branding many times is not really what the clients thinks it is. They'll explain they want to brand their name, service or mission in the listeners' mind, wait to build momentum, then reap the rewards of the eventual increase in business that helps them justify the expense.

Welllllll - not really. And here's why.

First, branding IS branding - you're not asking for action, you are creating an image or idea. The listener responds when the listener is READY to respond to your product or service.

Second, a lot is riding on the client's line of work. If you're McDonald's, your client pool is massive. People eat (under normal circumstances) roughly three times a day. So McDonald's wants you thinking about THEM when you're choosing what you want. THAT branding is geared towards rapid response.

But let's take a client whose specialty is medical - say, treating neuropathy (a nerve condition people develop in their legs and arms). Here, the client pool is smaller. And this isn't necessarily a reactive 'I-want-that-and-I-want-that-NOW' situation. Some may hear an ad and decide their problem isn't really bothering them that much - but, six months later, if things worsen, that may change. So branding varies GREATLY, client by client, industry by industry.

Another aspect of branding is client expectations - better known as the measurement of success. Clients demand it, even when they tell you, 'I'm committing to this regardless of the initial response and cost'.

Lie. Total, 100% fabrication.

No one, with the exception of politicians, spends money without the expectation of a return. No one. It's this expectation that has to be discussed, established and maintained for a branding campaign to truly work.

Clients HAVE TO JUSTIFY spending their money on an advertising vehicle like radio. So they WILL have a measurement for success, even if they don't share it. In the examples, we discussed above, how does the medical office measure IT'S success compared to how McDonald's measures theirs? The answer involves many variables, such as flight, length of the buy, frequency and creatively targeted message. But success can be measured as long as you both define it, and the method you're going to use. Having them say, "well, we're asking people questions about the ad each time they call / come in / log on' is NOT going to work. And because this is a complicated issue that requires a few different levels to discuss, we'll attack it in another Copy Tip, later on. There is no-one-size-fits-all answer for tracking. But it WON'T be what the client thinks it is.

So now you know, establish the client's TRUE NEED AND DESIRE to brand. This naturally leads us to the last issue for now - how do write to brand.

Simple - make sure you understand WHAT needs to be branded. Then, tell a story. Branding works because it creates a bond between consumer and product. That bond belongs to you, and your words. So don't get salesy, schmaltzy, trite or corny. Be real, honest and cut down on your word count. Let fewer words say more - and don't be afraid to draw a little on emotion, without tugging TOO hard on those strings. Tell the client's story, why they're important, why they're good for you, why their product or service will make a difference, and make you confident when you use it.

Next, keep the background cleaner - no need for a lot of sound effects or ambient noises. Choose your music bed carefully - make sure it matches the mood and tempo you're trying to set. Again, remember, when you brand, you're trying to create a bond. It needs to be real, not bullspeak.

A technique we used to use and teach was, picture someone you know, who you care about, who you would like to influence to use this product or service. What key points would you make, if you only had their attention for a short span? What would you say so that they would invest trust in what you're tying to promote? That's branding. That's bonding. That's what makes it successful, when it's done properly.

So - establish what branding really is. Get the client and yourself on the same page. Write something honest and direct, using fewer words. Choose the right personality and approach to deliver the message. This is a process that will give you, and your client, the best chance you have for success.

Best of luck to you, and if you have questions or want to discuss this further, please reach out to us. We're here to help.