Got brand FOMO? Here’s why your copy is the key to brand awareness

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I had a dream the other night – I was Innocent (smoothies, that is).


In other words, I was the Gordon Ramsay of the branding world. Everybody loved me. Everybody wanted to be me. I owned the advertising stage, and everybody knew it.

But then I woke up, and I realised that I wasn’t and never would be Innocent Smoothies (but I wanted to – like really badly).

Sound familiar?

You’re not the only one fantasising about Innocent. We all are. Their brand messaging is out of this world. It gets me going, I know it gets you going, and quite evidently it gets 138k people going (and that’s just on Instagram).

Major brand FOMO. 


Because their copy is killer. It’s colourful. It’s generated a massive amount of brand awareness, and you want a slice of the pie. 

And by the end of this blog post, you’ll get just that. 

You’ll know how to craft copy that delivers a magnetic ‘make your toes tingle’ kind of feeling. 


By taking a look at brands that got it right. Brands that nailed their messaging through orgasmic copy. All with little tidbits of inspiration and actionable tips that you can start putting into play – right now.

The crystal clear tone of voice

Cards Against Humanity has a pretty strong messaging strategy.


It’s abrasive. It’s rude. It’s even a little self-deprecating, but that’s all part of their charm.

Why does it work?

Cards Against Humanity’s TOV (tone of voice)  is off the wall, but that’s the whole point of their game. It’s a little bit rude and a little bit offensive, so it makes sense to reflect all those things (cuss words & innuendos) into their copy.


Not every company will align with this ‘rebel’ kind of brand communication, and that’s okay.


You’re not trying to be a carbon copy of Cards Against Humanity anyway. You have your own special style and that’s why it’s so important to build a solid brand TOV.


A few pointers:

  • Define your TOV and be crystal clear about it. Think of it as a mix of your values, ethos, what you’re selling, and who your audience is – all translated into copy.


  • Get rid of any cracks or inconsistencies in your copy. If you’re funny on one channel, be funny across every channel. Stick to this TOV on your site, in product descriptions, in your content, and on your socials. 

And if you do want to play around with cuss-words, check out our blog post to learn the art of swearing properly in your copy

The unexpected

This is MOSH. MOSH is a men’s healthcare platform. They deal with touchy topics like hair loss and erectile dysfunction.


But you wouldn’t think it.


Their copy delivers that same Innocent-esque ‘I didn’t expect that’ kind of vibe.

Why does it work?

MOSH don’t tip-toe around topics, but they also don’t bang on loud and clear about hair loss or ED like it’s the biggest problem in the world. 


Their copy is like a conversation. It ‘gets’ you. It has your back. It doesn’t use a bunch of scientific healthcare jargon – it’s refreshingly honest with a side of funny. 


And that’s not something you’d expect out of a company that sells Viagra. 


A few pointers:


  • Have a conversation with your readers. Talk to them, be a little more casual, and use the first person (I) and the second person (you) to create a more intimate vibe.


  • Direct questions to your readers and get them involved in the ‘conversation’. This is a great way of engaging them and making your copy persuasive. For a quick lesson on the art of crafting questions in your copy, check out this blog post.


  • Slip in a bit of humour. It doesn’t have to be a third-grade ‘knock-knock’ joke. You’re better than that. There are lots of ways you can add a comedic kick to your copy – be refreshingly honest, be upfront, or poke fun at yourself and your industry.


  • Strip down. Be simple. Cut out the jargon. Use fewer words to explain a product or concept. It’s all about being a little more human.

The ones with rhythm

Anders Frederick Steen’s wine is a little bit different from the average rosé


Just take a look at its label.


‘When a piece of pink rice paper…’ 


It sounds like a piece of poetry. It’s different. Unexpected. Evocative. It rolls off the tongue. 


It’s a lesson in the art of rhythm, and how a few carefully chosen words can change the way something is read.

Why does it work?

Anders Frederick Steen’s copy is magnetic and memorable, and that’s all down to simple alliteration. 


It creates a little rhythm and shows just how powerful copy can be when you focus on the way words sound. 


“But Konrad, I’m not a poet!” 


And that’s my whole point – you don’t have to be Edgar Allen Poe to infuse some nice flow into your copy. You don’t even need to create a rhyme.


A few pointers:


  • Vary your sentence structure. Use abrupt stops and breaks for impact. Pause for anticipation. Repetition for emphasis. And switch between short sentences and long sentences.


  • Italicise words for impact. Carefully placed italics change the way sentences are read, emphasising and highlighting important points.


  • Ditch black and white grammar rules – this isn’t high school. Be a rebel and start a sentence with a conjunction (and, but, so), and don’t always trust online editors like Grammarly. If a line has a particularly nice flow, throw convention out the window.


  • Play around with poetic devices like alliteration and sibilance to give your copy some rhythm.  This article by Masterclass will give you a quick 101 on these two literary devices.


Injecting some rhythm into your copy can even be done in two simple words. 


Dunkin Donuts. Krispy Kreme. Kit Kat.


There’s a reason these brand names are so memorable, and that’s all down to alliteration. It’s catchy, stands out, and grabs the reader’s attention.

The storyteller

Tell me someone you know who doesn’t like stories. 


I bet you can’t.


Everybody – even your grumpy old uncle – loves stories.


As adults, we like to think we’ve grown out of storybook tales. Truth is, we haven’t. 


We might not be chasing after the next Cinderella story, but we love going to the cinema. Reading the latest crime novel. And lapping up Netflix series.


Those things draw us in because they have stories in them. It’s a little childhood reminiscence, and we can’t get enough of it.


And Tony’s Chocolonely has tapped into that love of stories. 


Their brand story is all about the history of chocolate and why they’ve come to town to change things up in the cocoa industry. 


They actually do more than just tell a story – they create a brand experience that gets readers directly involved in the action. 


“The power to change the choco industry is also in your hands.”


With this simple one-liner, they give readers the chance to take part in their story.

Why does it work?


Stories are evocative. They pull you in, making you forget about the boring world around you.


Brand storytelling is no different. It hooks readers, gets them invested in your brand, and makes them forget that they’re actually being sold to.


A few pointers:


  • Rewrite your ‘About Us’ section to take a storytelling approach. Blitz away all the cold, hard numbers and company facts and connect with your readers. Blend in your values, your TOV, and your personality. 


  • Storytell across all channels. This can be as simple as sharing a personal experience, thought, or memory – as long as you’re connecting and opening up to readers, you’re all good.


  • Write up creative customer stories that show how your brand has helped customers overcome a problem or achieve their goals.


Let’s say you’re a high-quality pen brand.


A bit of creative storytelling can take your pen and turn it into the pen that leads to a generation of writers. The pen that helps XYZ write their first novel.


With a heartfelt storyline, that pen can become something magical. Something that people want to be a part of.

Be your own kind of special

Brand FOMO isn’t a bad thing.


Wanting a slice of the Innocent pie doesn’t mean your brand message is dry, dull, and absolutely boring.


It simply means you’ve been inspired by an awesome messaging strategy and that’s totally okay.


What’s not okay is trying to be the next Innocent. Or Cards of Humanity. Or MOSH.


You have your own special spark, and you owe it yourself to create a totally bang-on and unique messaging strategy with your copy.


Instead of being a copycat, use that brand FOMO to push yourself to create even better copy and fine-tune your brand messaging.


And hopefully, this blog post has gotten you one step closer, arming with you lots of tips and tipples of inspiration.


It’s time to stop lusting after Innocent and become your own biggest fan.


I’m rooting for you.






Download our FREE, expert eBook to unravel the mysteries of high converting copy.


Download our FREE, expert eBook to unravel the mysteries of high converting copy.

About the author

Konrad Sanders CEO & Lead Strategist at The Creative Copywriter
Hey you. I’m Konrad. A full-funnel content strategist and CEO with a pretty darn creative noggin on my shoulders. I run a team of word-slinging cowboys and strategists who blend science with art to help bold brands get their words right at every step of the customer journey. Which means? They sell more stuff and grow predictable revenue. Brands like AECOM, Thomson Reuters, TikTok, Panasonic, Adidas, Mercedes-Benz, plus shedloads of tech scale-ups...and you? Let's connect.

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This is a great blog post that really highlights the importance of copywriting when it comes to branding. I think a lot of people underestimate the power of words and how they can influence someone’s perception of a brand. This post really makes a compelling case for why copywriting is so important in branding and why it should be given the attention it deserves.

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