Introduction to Brand Copywriting for Business

What is brand? What is branding in business? Why is brand vital to business success? How do you communicate an existing brand? This introduction course is a Brand Copywriting 101 – from audience, creative routes, tone of voice, marketing and PR campaigns to conversion and evaluation. You’ll learn from experts why a strong, clear brand is at the heart of every successful business.

Our Introduction to Brand Copywriting in Business course is aimed at start-up owners, entrepreneurs, small business owners, communications and marketing professionals and anyone interested in learning how to communicate their brand more effectively.

This interactive Introduction to Brand Copywriting in Business course, held over two consecutive mornings, will explore a full introduction to making your brand a success - from identifying your audience (including industry tools and creating audience personas) to how to write 'on-brand' for press releases, social media and digital marketing. You'll also learn the basics of how to brief designers to create 'on-brand' visual assets and logos.

By the end of the course, you’ll have written a brand statement, know how to create an audience persona and have created examples of ‘on-brand’ written materials such as a press release and social media posts. You’ll understand why a clear, strong brand identity is at the heart of every successful business or campaign.

Who is it for?

Our two-day interactive Introduction to Brand Copywriting in Business course is aimed at start-ups, entrepreneurs, small business owners, in-house communications and marketing professionals and anyone interested in learning how to communicate their brand more effectively.

Timetable

This practical Introduction to Brand Copywriting in Business course will take place over two days, Friday and Saturday, 10am – 12.30pm.

Benefits

• Taught by industry professionals
• Accessible, online classes
• Awarded a City, University of London certificate on completion

In this online course you’ll be introduced to:

• What makes a successful brand
• Writing a brand statement and mapping out a brand story
• Identifying your audience and creating ‘audience personas’
• Creating a brand identity* - how to brief ‘creative routes’
• How to stay 'on-brand' and why it's so important
• Writing a press release / social media posts (Instagram, Facebook and Twitter) / marketing materials for your brand (or campaign)
• Measuring the success of your brand marketing - from conversion to brand metrics

*This isn’t a design course, but you will learn how to write a brief to create a visual identity / logo

A two-day experiential workshop. Written exercises in class. Q&As with the tutor throughout.

You will be awarded an official City, University of London certificate on completion of the course if you attend over 70 per cent of the class. The course is not formally accredited.

No prior knowledge of brand, marketing or PR is required.

To get the most out of the course, participants should come with a brand, business or campaign in mind.

English requirements

Fluent spoken and written English is essential.

Please note this class is not suitable for students wishing to improve their English language skills.

Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising - Ryan Holiday, Profile Books 2014.

Scientific Advertising - Claude C. Hopkins, Wilder Publications 2010.

Branding in Five and A Half Steps - Michael Johnson, Thames & Hudson 2016.

The Adweek Copywriting Handbook - Joseph Sugarman, Wiley 2006.