• Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Cathy Goodwin, Ph.D.

  • Home
  • About
    • Testimonials
  • Work With Me
    • Copywriting
    • Consulting
    • Website Reviews
    • Video Coaching
  • Speaking
  • Info Products
    • Courses
    • Recommended Products
  • Blog
  • Contact

July 24, 2019 By CathyG Leave a Comment

“Are you wearing your brand like a beach towel?”

Are you wearing your brand like a beach towel? Copywriting calls for branding from within, not using your brand as a cover up! Drop that beach towel brand and share your brand story!

 

When I first started marketing online, I heard a lot about branding. Most of it didn’t make sense. One coach even sneered, “Brand? Schmand.”

A lot of training materials focused on big-name consumer products – sportswear, beer, detergent, and cola drinks.

Let’s take the name of the leading cola company. It usually comes in bright red cans. I don’t have to risk any copyright violations to say the name because I bet you know it already.

But what comes to mind when you hear it? I think of hot summer days, special occasions like Christmas, tingling taste that quenches your thirst like nothing else and long drives across country … and I don’t even like cola drinks.

When researchers study these big brands, they go even deeper. They look at brand personality. They have to invent a personality: after all, when you think about it, cola drinks are just a bunch of liquid chemicals.

Many people think of branding as a sort of beach towel: something to cover what’s there while you’re walking around and maybe get noticed if you’ve got an especially bright one. But sooner or later you have to drop that beach towel and get into the water, which means you gotta have the right stuff, like fitness, muscles, and the ability to stay afloat.

If you can erase that image from your mind, think of branding as a way to differentiate yourself from your competitors. That’s a challenge for many business owners.

“I do the same thing a lot of people do. But I do it differently.”

 

 

So check out my free workbook on branding with stories.

And for an in-depth step by step guide to brand your business with stories, read my Amazon book  Build Your Brand One Story At A Time 

And now I will plunge into the deep end and say something even more bodacious and outrageous and controversial. I will say that being memorable won’t get you more business if you’re an online service. It’s about building the relationship and sending a compelling message through your copy. It’s about being credible.

Disclaimer: Anything about beaches and swimming should be considered as metaphorical only. I avoid beaches and bodies of water and flunked swimming lessons many times over.

Got comments? Please share below. If you don’t see a place to comment, just click on the title of the post.

Filed Under: Brands and Branding Tagged With: copywriting for brands

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Primary Sidebar

copywriting and storytelling for entrepreneurship
hire a copywriter for small business and service business

Footer

Recent Posts

  • Maybe you shouldn’t tell a story…
  • Stop: Your hero’s journey story won’t bring you more sales.
  • The Secret To Getting The Best Value From Your Copywriting Budget

Connect With Me

  • Facebook
  • LinkedIn

Search

© Cathy Goodwin      Disclosures, Warranties and Privacy Policy
x