What is your favorite thing about creating brand messaging for companies in the pet industry?
Like many people in this industry, I’m a pet owner myself, which is an understated way of saying I’m obsessed with my dog. I am, in many ways, the audience for these products, and that makes writing for pet brands feel very intuitive.
Do you have a brand messaging framework you follow?
I work closely with brand strategy to make sure we’re starting from a unique, ownable, and interesting place. Then I try to get a handle on the brand personality. Once you’re working with a strong foundation of positioning and personality, it’s just a matter of packing the most punch in as few words as possible.
What are the key ingredients to strong brand messaging?
Character, clarity, and commas.
Do you have a specific process when you begin creating messaging for a new pet product client?
I don’t start writing until I’ve done a fair bit of reading, probing, and listening. The writing process is fairly quick; it’s the thinking that precedes it that requires the most time and collaboration.
How would you define the difference between messaging and copywriting?
Messaging isn’t constrained to writing: Messaging can be video, iconography, convention presence, and more. Copywriting is a key element, but it’s not the only one.
Why is consistent messaging and copywriting important for a brand?
Just like visual consistency, consistency in messaging and copywriting helps create a living brand that people can identify, personify, and make a specific place for in their life. Brands are like people—they’re more trustworthy and relatable when they’re consistently themselves.
How can the right messaging help you connect with a specific target audience?
The keyword there is ‘audience.’ You have to know them, understand them, and respect them. When you’ve spent your time with them, and let them drive product development, you can write messages that answer their questions and address their concerns—including the ones they didn’t know they had.