How to Brand Your Copywriting Business to Attract Your Ideal Clients
A good brand attracts clients to you effortlessly. It beautifully communicates who you are, what you do, and what makes your business special.
As a copywriter, you’ll be getting up close and personal with many other brands. You will quickly learn the importance of capturing the unique voice of your clients and representing their brands well.
Branding your copywriting business is just as important, but it can take a little time to build and grow your brand when you are just starting out.
Fortunately, there are a few tried and true methods that you can use to figure out how to brand yourself effectively. Here are some things you can do:
- Consider what makes you unique
- Let your niche inspire you
- Get clear on your ideal client
- Practice consistency
- Honor your growth
We’re going to touch on these points in depth, but first, let’s talk about what branding is and why you need it for your copywriting business.
What is branding?
So the main thing that every business needs, including your copywriting business, is paying customers. To catch the attention of would-be customers, businesses need good marketing. Ultimately, branding is a form of marketing that helps you attract and convert the clients you need to grow your business.
You can think of a brand sort of like the personality of your business; it is how you communicate who you are with your audience and gain their trust.
When creating a brand, it’s important to consider the emotions that you want to invoke in your audience. You have to think about the way you want your brand to look and feel.
Often, when we think of branding, we think about the visual aspects of a company’s site, like their colors, font choices or logo. This definitely plays a role, but branding also includes the language used and the tone of all the online content. It will include other elements like the words on your website, a tagline or mission statement, and the way that you interact on socials.
Obviously, there is a lot that goes into branding and building a good brand with intention is crucial for growing your business. Let’s get into why.
Why is branding so important?
How you represent yourself matters. A huge part of getting clients (in any industry) is building trust. When your audience feels like they know you and can trust you, then they are more likely to hire you.
Branding can also help you make sure that you are attracting the right kind of clients to your business. When you attract those dream clients that you enjoy working with, you feel motivated and can create your best and most inspired work.
Additionally, having a strong brand and online presence helps you build authority. This allows you to position yourself as an expert and highlight your experience so that your audience feels comfortable hiring you.
This works on many levels! As a copywriter, having an effective and well-thought out brand shows other business owners that you understand good branding and how to execute it effectively. This is a great thing to display to future clients who you want to trust you with their own brands.
Lastly, taking the time to brand yourself is a great way to step fully into the entrepreneurial mindset. This shows that you are committed to what you are doing. You’re not just dipping your toes into freelancing, you are diving headfirst into running your own successful copywriting business.
How to Brand Your Copywriting Business
Copywriting is one of those unique businesses where you are the brand. It is you, after all, running the show.
You can pick and choose which parts of your personality you want to highlight through your brand. You can decide which of your values align most with your business and how you can use those values to attract customers to you.
Over time, you’ll really hone in on your branding and marketing strategy, but it can be a little overwhelming at first. Here are a few different things that you can try to start hashing out your brand, and using that brand to 1) build your audience and 2) turn that audience into paying clients.
Think about what makes you unique
So a great place to start with branding is thinking about what makes your copywriting business unique. You want to stand out from all the rest, so that your brand is memorable
Take the time to consider your strengths and get creative with how to display them. As copywriters, we have a great opportunity to put our talent on display with our own website and socials. Write in the voice that is distinctly yours and be genuine!
You are already unique and so is your business. You don’t have to try too hard to be something that you’re not. Decide what sets you apart and use your brand to emphasize it. Letting your true self shine is the essence of a good brand.
Let your niche inspire you
I think that it’s a good idea to pick a niche as a new copywriter. The niche that you choose can really influence your branding and how you market yourself online.
For example, if your niche is for pet companies, you’d probably create a bubbly and laid back brand with a casual tone. You can use lighter language on your website and be playful with your color choices.
However, if you’re trying to focus your copywriting on say, pharmaceutical sales, then you would want your brand to come across a little more professional. You’d probably choose more toned down colors and cleaner lines for your website and/or logo.
If you’re feeling sort of clueless on how to brand yourself, letting your niche guide your choices is a good idea. If you need more guidance on finding your niche, we dive really deep into niching down in my copywriting course.
Get clear on your ideal client
Getting clear on your ideal client- like really, really clear- is important for many reasons, and it can be a huge help when it comes to branding.
It’s really hard to market to your target audience if you don’t know who they are. Taking the time to think about and outline your ideal client helps you tailor your marketing efforts.
I recommend creating a “client avatar” which is something you’ll probably see the businesses that you work with do as well. When imagining a client avatar, you get really specific and think about things like age, values, fears, personality type and more.
Let me give you an example. Your target market may be “women massage therapists”,
and your client avatar would be “a 27 year old massage therapist who is leaving corporate to open her own studio… etc. etc.”.
As you get more clear on your ideal client, you can really hone in on their pain points. Then, you can get clear on how your business is the solution to those problems. This doesn’t mean that you only tailor your branding to this person, but it definitely can give you great direction.
You can think about what kind of brand your ideal client is attracted to and what other types of brands they may be following. You can think about what kind of content they’d like to consume and how they’d most likely consume it.
All of these considerations can influence your brand and help you create an image that attracts your ideal clients to you.
One thing that many recognizable and successful brands have in common is that they are consistent. They have really honed in on their brand’s personality and maintain this voice across all their platforms.
Audiences like the consistency and knowing what to expect from their favorite brands. This helps them fall in love with a company, meaning they’ll happily follow them online, sign up for their newsletter, and read and share their content.
When you are just starting out, it’s important to stay consistent even if it feels like you aren’t getting your desired traction. Brands are not built overnight. It takes a lot of consistent messaging and prolonged effort.
Practice consistency with your brand and honestly evaluate the response you are getting. Since you are your business, inevitably, your brand will change over time. That’s where honoring your growth and being willing to pivot comes in.
But honor your growth
As you evaluate what is and isn’t working, it may become necessary at some point to rethink your brand. This is totally normal and is a sign that you are growing as a person and that your business is evolving.
For example, you may spend the first few years of your copywriting business writing strictly for coaches. During this time, your brand will probably align with the self-development space, and all your marketing efforts will be geared toward that.
Eventually, as your writing portfolio grows, you may decide that you are ready to pivot into a different industry. At that point, it may be necessary to rework your brand so that it doesn’t limit you to the coaching industry.
Being flexible and open is key for running a business. It can be helpful to remember that the brands of many major businesses have changed over time. This can also be reassuring- just because you go in one direction now, doesn’t mean you’re locked in it forever.
Everyone starts somewhere, and with branding it’s important just to start.
When it comes to working out the details of your brand, there are a few great online resources that you can use. Canva is a site that you’ll likely use for your clients, and can be a great way to create on-brand content for your socials and website.
With Canva, you can play around with different color palettes and fonts. You can upload your logo or any branding photos you may have and design awesome social media posts and graphics.
Milanote or Pinterest are also great tools for figuring out your aesthetic. You can create vision boards of the things that inspire you and let the imagery influence your brand identity.
Investing in a designer to create your brand or logo is always an option, but it’s definitely not necessary right away. Once again, your brand will evolve as you go, and when you’re just starting out, there’s no need to spend money on your first brand iteration.
Using some of the methods outlined above can help you create a brand on your own that you can roll with for the time being. You’re a copywriter after all, so familiarizing yourself with branding is important!
Branding is a great opportunity to be creative and let your unique personality shine through. With good branding, you’ll attract your dream clients and your copywriting business will take off.
If you’re ready to learn even more about starting your own copywriting business, sign up for the your free course here!