Professionalism is Killing Your Brand: Here's the Cure
May 21, 2024
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Dave Harland, Copywriter and creative director of Copy Or Die, talks about redefining professionalism, generating leads authentically, going narrow with your brand, using self-deprecation in copywriting, picking the right fight in marketing, and channeling hyperbole in branding strategy.
Being authentic and transparent fosters genuine connections with the right brands and individuals.
Embrace your unique voice and personal stories to create engaging and relatable content.
Focus on specific details and deep insights to enhance audience engagement and resonate with target demographics.
Deep dives
Authenticity and Brand Alignment
It is important to stay true to your authentic self and align with brands that resonate with your values and communication style. By being honest and transparent from the beginning, you can ensure a strong and genuine connection with the right brands and individuals.
Importance of Finding Your Unique Voice
Discovering and embracing your unique voice and personality is crucial in standing out and connecting with your audience. By delving into specific details and personal stories, you can create relatable and engaging content that captivates your audience.
Zooming into Specificity for Engagement
Focusing on ultra-specific details and delving deep into a topic can enhance relatability and engagement with your audience. By going beyond generic messaging and zooming into intricate details, you can create content that is memorable, engaging, and resonates with your target audience.
Using Self-Deprecation in Branding
Being open to self-deprecation can enhance a brand's appeal by showing humility and relatability. Examples like Scottish singer Lewis Capaldi and budget airline Ryanair demonstrate how incorporating humor and self-mockery can quickly connect with audiences and humanize the brand. This approach, particularly prevalent in British humor, fosters trust and likability by acknowledging imperfections and engaging in light-hearted banter.
Strategic Branding through Picking Fights
Engaging in strategic 'fighting' against larger competitors or industry norms can differentiate brands effectively. Examples such as a local carpet shop challenging a national chain and Aldi's playful response to Marks and Spencer's legal action showcase how picking fights can resonate with audiences. By aligning the brand with the underdog narrative and using hyperbolic messaging, brands can create compelling stories that resonate with specific customer segments and humanize the business in unique and memorable ways.
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Dave Harland, copywriter and creative director of Copy Or Die, shares how ditching professionalism and embracing authenticity can help you revive your brand.
