Branding Do’s
Explore clever and out-of-the-box ideas. That means reading what other writers have written, doing your research, and maintaining a curious mindset. Keep your language accessible. Speak eloquently without being pretentious. Respect the fact that there are different kinds of intelligence, and that uncommon words can prove alienating for many of our key audience members. Be willing to take appropriate risks to create something great, instead of just settling for “good.” We have a lot of freedom to take risks and play around with our copy. If you believe that you can elevate a “good” piece to “great” by taking a risk, do so. The worst that can happen is that we need to make some edits.
Branding Don’ts
Stick with the same topics and themes because it’s easy. Often the old axiom “write what you know” leaves its adherents feeling uninspired and limited. If we want to keep our copy agile and fresh, we need to be willing to try new things and pursue a mindset of continuous learning. Write in a manner that is overly verbose and alienates certain readers. We’re a content marketing firm, not an SAT test writer. That means that you don’t get extra points for finding a way to shoehorn “obsequious” or “grandiloquence” into your pieces. We want to make sure that we’re speaking to people at a level that honors their intelligence, while not intentionally making our copy inaccessible. Take unnecessary risks without purpose. Just because an idea is “new,” doesn’t mean it’s good. Part of being agile and quick-witted is being willing to admit when an idea is too over-the-top or won’t work in practice. We want our copy to reflect that forethought and attention to detail.
Made with FlippingBook Ebook Creator