Our copywriting course graduates are sometimes asked to help businesses with branding or rebranding. And they will be well prepared, if their online copywriting course has covered the essentials.
Copywriters aren’t the only people involved. Marketers, designers, and other experts play a part. But copywriters have a key role, as they are adept with words and have good creative skills.
Choosing a brand name and the accompanying tagline usually begins with a brainstorm, where team members produce wild and wacky ideas to find the perfect concept.
Then, the business will draw up a shortlist of around 20 possible names. These are compared with rival businesses, and also tested with existing customers. Issues like trademarks and domain name availability are also checked.
The business will eventually create a shortlist and produce samples for testing by consumer focus groups. And copywriters will be asked to test the names in various types of copy and social media content, to see if they are practical and effective.
Then, the final brand name and tagline will be chosen.
It’s essential to get the brand name and tagline right first time – a business’ success or failure may depend on it.
By Cleland Thom
Cleland Thom is a web writing consultant. His clients include Waitrose,
NSPCC, the Big Issue, London Fire and Rescue, FT 100 corporations, and
central government departments.
www.clelandthom.co.uk