What Is Brand Copy? Expressing the Position in Words
DICTIONARY · COPYWRITING

What Is Brand Copy?

Brand copy is writing that expresses a brand's personality and positioning.

In plain English

Sales copy asks for an action. Brand copy establishes who you are and what you stand for, so that the sales copy has something to stand on.

It appears in taglines, about pages, manifesto statements and the general register of everything else. Its job is recognition and credibility rather than immediate conversion.

What to know

Expresses position
What you stand for, in the brand's voice.
No immediate ask
It creates the conditions for the ask.
Consistent
The same character everywhere.
Specific
Generic brand language communicates nothing.

Why it matters

Brand copy is where most businesses default to abstraction. Saying something specific about what you believe and who you serve is more distinctive than any amount of aspirational language.

Common mistakes

×Abstract language that could belong to any company.
×Brand copy inconsistent with how the business behaves.
×Treating the about page as company history.
×Aspirational claims with no evidence.

FAQs

Where does brand copy appear?

Taglines, about pages, and the register of everything else you publish.

How do I make it specific?

Say what you believe that a competitor might not, then evidence it.

WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.

I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.

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