It struck me just now that the best way of writing for brands is to see your words as speech, not prose.
That came out of thinking about the difference between writing for brands and writing fiction. I’ve always separated them by saying that, when I write for a brand, I’m trying to sound like someone else, and when I write fiction I’m trying to sound like myself.
But in fact, when I’m writing fiction I’m never just talking in my own voice. Stories are built on characters, and characters spend an awful lot of time talking to each other. So, whenever I’m telling a story, I’m actually working hard to sound like several other people at once.
And that’s what made me think that writing dialogue a lot like writing for brands. In both cases, I’m trying to understand and communicate a coherent personality, one that’s entirely separate from my own. And that, I think, is going to be quite a useful insight, both when I’m writing and when I’m teaching writing.
First of all, it’s a reminder that brand communications are more effective when they’re pitched in a more conversational tone of voice. A formal, blandly corporate tone might share information, but it can’t share emotion like speech can. And – of course – emotional engagement is core to any effective piece of brand writing.
And secondly, it’s a reminder that we live in a world where any brand’s audience can very easily go online and start talking back. Any piece of brand writing can start a new conversation, or become part of an ongoing one.
That means, every time I write for a brand, I need to be thinking about what’s already been said about it, how what I write is going to fit into it, and how I’d like people to reply to whatever it is I’ve just said.