Brands Notes
Copywriting Notes
Manipal Institute of Communication, MAHE
A brand is a set of characteristics that customers identify a particular product or service with.
Brand Image – The perception
Brand Identity – Logo and tone of voice
Brand
i. Attributes
ii. Values
iii. Characteristics
iv. Personality
Qualities that make a brand differentiate.
Essentials Characteristics of Copy
1. Sell the benefits, not features (show, don’t tell)
Sell the sizzle, not the steak
Benefits –
a. Product
b. Brand
c. Associated benefits
2. Aim for warm prospects
3. Hold their attention promising
a. Reminding
b. Consistency
c. Interesting
d. Stimulating
e. Free flow structure
f. Tone – Inviting and Warm
4. Keep the intrigue – alive
Copywriting Notes
Manipal Institute of Communication, MAHE
A brand is a set of characteristics that customers identify a particular product or service with.
Brand Image – The perception
Brand Identity – Logo and tone of voice
Brand
i. Attributes
ii. Values
iii. Characteristics
iv. Personality
Qualities that make a brand differentiate.
Essentials Characteristics of Copy
1. Sell the benefits, not features (show, don’t tell)
Sell the sizzle, not the steak
Benefits –
a. Product
b. Brand
c. Associated benefits
2. Aim for warm prospects
3. Hold their attention promising
a. Reminding
b. Consistency
c. Interesting
d. Stimulating
e. Free flow structure
f. Tone – Inviting and Warm
4. Keep the intrigue – alive
