My work as a copywriter brings me to meet many interesting companies and equally interesting people. One thing I observed is that while small and medium enterprises have plenty of potential, and plenty of interesting things to write about, what makes it occasionally difficult is the lack of a brand plan.

A brand plan, or a brand manual if you like, is a manual that basically captures your entire brand strategy. You can see it as a kind of corporate reference that you can distribute to all those who work to produce your publications, such as your marketing team, your copywriter, your printers etc.

For instance, I met a company who sent me a few samples of brochures. As a seasoned copywriter, I immediately spotted inconsistencies in the logo. Some of the logos on certain publications are different from some of the logos on others. This would not give a very good impression to your clients.
A brand manual would help eliminate this problem by spelling out exactly how your logo should look like, what colour it should use (including colour codes), what the right size for the font is, what type of font etc. That would add so much more consistency.

Another example is this: for instance, you have a product. Let’s call it Product A. If you have 30 seconds to talk about Product A, what are the top three points you’d like to say about it? If you got it, the bigger question is, does EVERYONE know it? Will your marketing guy be saying the same thing? Will your PR guy be saying the same thing? Will your copywriter be saying the same thing? Will your press releases be saying the same thing? Will your brochures, website, articles etc be saying the same thing?

That’s when a Brand Manual comes in very handy. It ensures everyone says the same thing. It makes everyone get on the same page.

You can’t afford different messages in today’s competitive world. You got to be consistent.

As always, for a quotation on my copywriting services, email tengkygan@gmail.com

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