Switching Between Brand Voices Is Easy

If you identify brand essence early on…

Let’s take a product that multiple brands manufacture and see how communication differs for each.

Concept introduction: working with large CPG (consumer product goods) brands, I’ve learned one thing – every brand has an essence (Unilever is known to identify this for every new brand they launch). Something unique to it. And when you write keeping this essence at the heart of your copy voice, you’ll create communication that is unique to it. Always. It’s like magic. No, it’s not. It’s strategy, but we’ll cover that another day.

Today is just about understanding the brand’s essence and writing copy for it.

And because my experience lies in the CPG area, we’re going to pick one of those. Ha! Surprise!

Please note: these are only samples for this exercise. These are not live marketing communication pieces approved by the brand.

Product: shower gels

Brands: Palmolive, The Body Shop, Plum Goodness

Things I’m going to consider: price, availability, current brand messaging

Things I will deduce based on research: brand essence, brand positioning

Outcome: create new messaging based on deduced brand positioning

Why: to prove the hypothesis that writing with brand essence at the heart of your copy voice will always keep you “on tone”.

1. Palmolive body wash

Existing info:

Price: Rs 350 for 750ml (competitively priced)

Availability: Everywhere – eCommerce, quick commerce, any retail outlet or departmental stores

Core (existing) messaging: Savor the feeling of natural, aromatic showers

All the existing information, I got by browsing their landing page and socials (mainly Instagram and YouTube).

Deduced info:

Brand essence: your everyday feel-good factor

Brand positioning: take a moment and savor the aroma

What should it make the target audience feel: fresh, composed and ready for the day

New messaging:

Headline: For that fresh & feel-good moment, every day.

Sub line: Aromatic shower gels by Palmolive.

2. The Body Shop

Existing info:

Price: Rs 395 for 250ml (this is considered expensive in India)

Availability: Limited – only on their website or their physical stores

Core (existing) messaging: Refreshing, feel-good body washes & shower gels

All the existing information, I got by browsing their website and socials (mainly Instagram and YouTube).

Deduced info:

Brand essence: Responsible beauty

Positioning: Feel good inside & out

What should it make the target audience feel: premium products that make me feel beautiful and responsible

New messaging:

Headline: Self-care, made for you & the planet.

Sub line: Body washes & shower gels by The Body Shop.

3. Plum Goodness

Existing info:

Price: Rs 315 for 240ml (pricey)

Availablity: Everywhere – eCommerce, quick commerce and physical retail stores

Core (existing) messaging: Showers never smelled SO GOOD!

All the existing information, I got by browsing their website and socials (mainly Instagram and YouTube).

Deduced info:

Brand essence: Plum shower gels are the smell of youth

Positioning: Fun scents for energizing showers

What should it make the target audience feel: refreshed and energized (excited to shower, maybe)

New messaging:

Headline: Bye, bye boring showers!

Sub line: Get shower gels in fun fragrances with Plum Bodylovin’.

Oof! That was an exhaustive exercise.

Please know my intention was NOT to better the existing messaging. It was simply to prove how essential it is to identify brand essence in order to get the voice and tone right, while writing.

Brands take weeks, if not months to develop the perfect communication and I can’t have done justice to them in just 4–5 days. You will notice how each piece of communication is unique to its brand. Once I knew the essence, I could write, which is a feat in itself. And when I attempted to add a different spin to the copy, I found myself checking myself so I don’t wander too far off from the essence.

In summary, brand essence is a great place to start when you’re new to a brand and feel like you’re navigating uncharted territory.

So go study the brand, understand its essence and then attempt to write. You’re more likely to fall within the ballpark than out of the park, with this exercise.

All the best and happy writing!