Como você gerencia o feedback sobre sua cópia de marca?

When setting clear brand copy goals, remember: "A brand isn't what you say it is, it's what THEY say it is." Empathy is the most valuable tool when writing brand copy. Ask yourself, how is this copy going to make my ideal audience feel? What are the voice and tone? Are my mission, vision, and values clearly stated in a way that will resonate with my ideal audience? The clearer you are, the more powerful your copy will be.

Crear una guía es muy útil, siempre y cuando esté alineada con las necesidades de los consumidores y la verdad de la marca. Lo ideal es estudiar los comentarios, actualizar la guía y solucionar inconformidades de una forma más personalizada.

The first feedback is the real briefing. Developing a briefing is largely a logic-driven process. Being confronted with an outside idea is what elicits an emotional response (or doesn’t!), which can be so much more telling about what the client truly feels about the brand. To listen closely the first time around is key to whole-heartedly align with the brand and have all the information to assess, what changes need and can be done to create a bigger picture of what is already there.

If you prefer to receive feedback over a call, a one-on-one may be more productive than a group setting since you have the opportunity to react and respond to individual comments. It's also perfectly valid to tell the other person that you need some more time to evaluate their feedback and then follow up later. The process can be streamlined if you divvy up the requests for feedback by relevant topic; for example, ask your legal team to review just the section on trademarks instead of the entire document. This also show your colleagues that you value their time and specific areas of expertise.

Los comentarios deben ser recibidos de la mejor forma, a veces en un comentario vago se puede hallar un insight, inspiración y la oportunidad de crear algo nuevo.

As a personal brand ghostwriter, I use Google Docs commenting capabilities to record feedback. This is a helpful tool because it allows me and the client to engage in dialogue, no matter how brief, regarding specific words and phrases.

Medir el alcance de los textos está bien, pero muchas marcas en su afán de vender caen en tendencias que no están alineadas con su esencia, planteando textos similares al resto de las marcas del mercado, perdiendo su diferencial que es lo que realmente vende.

The most important aspect of creating brand copy is starting with Mission, Vision, and Values and allowing that information to inform the Voice & Tone. This ensures that copy is consistent throughout the content ecosystem. Voice and Tone Guides are super helpful for personal brands that work closely. with independent copywriters and marketing professionals on a consistent basis. They save a lot of valuable time.