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Designweek
2w
39
“Why is brand writing still largely ignored?”
- Brand writing often goes unnoticed and uncredited in press coverage of brand projects, leading to frustration among copywriters.
- Historically, brand has been rooted in design, with writing considered as a visual element rather than a strategic component.
- Despite the growing recognition of the importance of language in branding, the industry still primarily views brand as design-centric.
- Designers are increasingly valuing the impact of good writing on brand depth, contrary to outdated beliefs that they prioritize only visual elements.
- Clients are now more aware of the value of verbal branding and often involve writers early in the branding process.
- Successful brands seamlessly integrate visual and verbal components to create a cohesive identity.
- Both agencies and trade press share responsibility in ensuring that writing in brand projects receives adequate recognition.
- Writers are encouraged to advocate for their craft and engage more actively in promoting the importance of verbal branding.
- Initiatives like The Subtext and Word Tonic demonstrate the growing efforts of writers to establish their place in the industry.
- There is a positive shift towards acknowledging the significance of brand writing, indicating a potential evolution in how it is perceived and valued.
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