Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

How Copywriting Can Build Your Brand Authority

by Jamie Thomson  |  
March 25, 2015

In this article you'll learn…

  • How to be consistent with your tone of voice
  • How emotion can help improve your authority
  • Why being conversational doesn't mean being unprofessional

When you're recognized as a brand authority, you become the go-to business for products or services in your industry; you can be more selective with clients, and you can charge higher rates that reflect your expertise.

When we hear "brand authority," we usually think about PR, online and offline marketing, public speaking, writing books, being interviewed... Giving thought to what you say is undoubtedly important, but it's often how you say it that establishes your true credibility as a brand authority.

By following these four steps, you'll discover just how effective your copywriting can be in building your brand authority.

1. Be consistent in your tone of voice

All companies have a certain tone of voice. You hear it in their marketing materials, blog posts, YouTube videos, and social media posts. The way companies "talk" can determine whether others want to do business with them, and that's why businesses must get tone of voice right—and keep it consistent.

Consistency in tone of voice breeds familiarity, which in turn creates trust and, finally, brand authority. Here are three tips to ensure you keep your brand's tone of voice consistent:

  1. Define it. How do you want to portray your voice to your audience? Are you a serious blue chip company laser-focused on delivering results? Or are you a fresh new startup looking to shake up your industry?
  2. Own it. Once you know how you want your brand to sound, take ownership of it by using that tone in all of your marketing materials.
  3. Encourage it. Create a style guide and distribute it to all your writers and editors so that everyone follows the same guidelines. You might also provide it to outside agencies that are working for you, as well as to those who want to guest-post on your blog.

2. Make it emotional

Most people think they decide whom to do business with based on reason and logic. Although rational thought does have bearing on our decisions, our emotions ultimately get their way.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Jamie Thomson is a freelance copywriter at Brand New Copy. He blogs about marketing on his copywriting blog.

Twitter: @BrandNewCopy

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment


  • by Steve Fowler Wed Mar 25, 2015 via web

    Good piece - good advice. Not sure you meant this to sound quite this way though:

    "Use short sentences. The shorter the sentence, the more readable the copy.
    If you can say it in one sentence, why use three?"

    Why use three? Precisely because you want to keep them short.

  • by Neil Mahondey Wed Mar 25, 2015 via web

    Most everything in the commentary is well stated, but I have two comments:
    1. Case-histories, where a satisfied customers come forward and explain how your product satisfied their problem are very effective in that they become both a testimonial and a "how-to" example of how your product can help solve the problems other prospects may have.
    2. Generally speaking, I agree with keeping sentences short, but it's important that your copy "flow." Too many short sentences strung together Make the copy choppy. You want your copy to have an even flow so the reader is comfortable with it. Also, use readily recognizable words. Don't send them to the dictionary. You'll lose them.

  • by Jamie Thomson Wed Mar 25, 2015 via web

    Hi Steve.

    Thanks for your comment.

    Although the final article has been edited somewhat, I did mean for the part about short sentences to sound as it does. In the context of keeping your copy conversational, I do find that using short sentences tends to do the trick. Of course, this isn't always the case though and there's definitely an argument for using longer sentences to be conversational too.


  • by Jamie Thomson Wed Mar 25, 2015 via web

    Hi Neil.

    Thanks for commenting.

    I agree. I think social proof is a great way to build your brand authority and also a great selling tool. Like you said, case studies in particular are really effective especially if you're able to quantify the value you gave to the customer.

    I think you're spot on about using too many short sentences within a piece of copy. As you said, it needs to flow and there's definitely a balance to be had. When it comes to making clear points though, I think it pays to choose your words selectively so as not to cloud the meaning.

    Great point about using recognisable words too!

    Thanks for your input Neil.


MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!