The Difference Between Copywriting + Brand Messaging

If you want to build a strong brand and connect with your audience, you’ve probably heard the terms “copywriting” and “brand messaging” thrown around. These terms might sound like interchangeable buzzwords, but trust me, they have their unique roles in shaping your brand’s overall marketing and strategy. In this blog post, I’ll share the differences between copywriting and brand messaging and how they work together to help your business thrive. So, grab a cup of coffee, get comfy, and let’s demystify the differences between copywriting and brand messaging.

Copywriting

Copywriting focuses on crafting short-form content meant to engage, inform and motivate a specific audience. It’s also used to get people to take actions like buying a product or signing up for an email list. Copywriting can be found in blog posts, print ads, emails, social media ads, and more.

Brand Messaging

Brand messaging is a bit different. It’s the broader statement that reflects your business’s mission — your brand promise. It includes elements like your core values, positioning, and identity. Brand messaging delves deeper than copywriting because it covers all aspects of how you want to be perceived by the public.

Your brand messaging should be rooted in your mission, core values, and vision. It’s the communication style that reflects your brand’s personality and creates an emotional connection with your audience. Your brand messaging should be consistent across all platforms and channels to resonate with potential customers. 

If you want to learn more about brand messaging, I’ve got a deep-dive blog on the topic.

What’s the difference?

Copywriting is focused more on the technical aspects of writing, such as vocabulary choice and sentence structure. Brand messaging requires a bit more creativity in finding ways to fully capture your brand’s message in a way that feels authentic to you and makes the message crystal clear for the ones who need to hear it. But both are equally important for success in digital marketing.

Think of it this way: copywriting is the “what” you’re saying to your audience—the words on your website, emails, and product pages. Brand messaging, on the other hand, is the “how” you’re saying it—the tone, voice, and personality that sets your brand apart from the competition.

What comes first, copywriting or brand messaging?

Okay, so I’ve convinced you that you need these! You’re ready to roll up your sleeves, create a plan for your copywriting and brand messaging, and dive right in (I totally get it, I’m the same way when I discover something that can elevate my business).

Typically, brand messaging comes first because it influences the kind of copy you’ll write (or have written for you!). Brand messaging sets the tone and direction for your copywriting. It provides the key themes, values, and unique selling propositions that your copy should communicate. 

Before you can write effective copy, you need to understand what your brand stands for, who your target audience is, and what unique value you offer. Once you have a strong brand voice and message in place, everything else—from the words you use on your website to ad campaigns — will fall into place much easier.

And copywriters (like me, hi! ) use all this information to craft compelling copy that aligns with your brand identity and resonates with your target audience.

Sure, you could whip up some persuasive copy without a clear brand message, but it won’t hit the mark as effectively. Good copywriting should reflect your brand messaging. Without a consistent brand message, your copy might not resonate with your target audience or convey the unique value your brand offers.

How Copywriting + Brand Messaging Work Together 

Now that we’ve gone over the difference between copywriting and brand messaging, let’s talk about how to use them together.

Your brand messaging sets the tone of your overall message, while copywriting is used to reinforce it through specific words, phrases, and calls to action. As you think about your copy, you’ll want to make sure it reflects and supports your brand messaging so that everyone who interacts with your content has a consistent experience. 

The best way to do this is to be intentional about the words you use. Make sure they’re thoughtful, relevant, and relatable — just like your brand messaging should be. When it comes down to it, the goal is to create a consistent message that resonates with your audience and gets them excited about what you have to offer. 

If you want to stand out online (especially if there’s a growing number of voices and businesses popping up in your industry!), you need both. Copywriting will grab people’s attention with words that make them act, while brand messaging will create an emotional connection with your customer base. 

Together, these two elements work to create a powerful message that speaks directly to your target audience, attracts the right people, and gets them excited about what you have to offer.

Here’s an easy example:

Strongly written copy on an ad grabs the reader’s attention and convinces them to click on your website link. But great brand messaging tells your customers why they should choose you over a competitor and helps build long-term loyalty.

At the end of the day, just like a good book and a great cup of coffee, copywriting, and brand messaging are a dream team. They’re two halves of a whole, working in unison to create a resonant message that your audience can’t help but connect with. That’s the secret sauce to a successful, consistent, and captivating brand story.

Let’s start telling your story

Ultimately, copywriting and brand messaging are two powerhouse tools that work together to help your business communicate effectively with the world. By understanding how they differ and utilizing their strengths, you’ll be able to create a strong marketing strategy that will help take your business to the next level. 

But hey, knowing about copywriting and brand messaging is one thing. Applying it in a way that makes your brand stand out in a crowded online space? That’s where the real magic happens. 

And guess what? Whether you think you don’t have anything to say, and that’s why you’re stuck on words for your business… OR you HAVE something to say, but you’re worried that it’s not worth listening to, I’m here to help. I’ve helped over 100 brands find the perfect words to tell a story that is uniquely theirs, and I can help you too! 

All you have to do is take that first step and reach out, and we’ll get your story started!