Case Study: Brand Identity Rewire

If you’re having difficulties connecting with your audience, it’s a good idea to take a moment to evaluate whether your copywriting is capturing your brand’s value and identity in the right way. If it isn’t, there will always be a gap between what you do, and how you present yourself.

Let’s take a look at a couple of examples of how copywriting can be used to bring your brand’s best self to life.

Case study 1: All Saints’ College

On the surface, the brand’s existing messaging was quite professional and direct - like you’d expect a prestigious college to talk.

The problem is, All Saints’ isn’t your everyday college. They pin their brand on diversity, offering the space for students to express their unique gender, culture and talents, while opening up pathways for them to take control of their learning journey.

When viewed through this lens, it’s clear that the existing messaging it quite conservative, safe, and ultimately, misaligned with the brand’s true identity. This gap between who you are and how you present is a key ‘blocker’ when it comes to meaningful connection with the people you want to influence.

Compounding the problem is a lack of message hierarchy and feeling. Whilst the messaging is in there, we have to work for it. And even though the words in the advertising describe all these interesting things, everything else is saying ‘this is a typical college saying collegy things’.

At best, the ads lump them in with the competition. At worst, they’re confusing and off-putting, which risks losing your target before you even started. Are we really trying to connect with parents who value prestige in the form of high ATARs and sailing trophies? Or are they more in touch with the needs of their child and want them to grow up to be strong, independent, happy adults?

The new messaging feels like a breath of fresh air.

It captures the brand’s persona and most compelling value instantly, and provides a platform from which to convey the All Saints’ experience. It says to parents our college is not about making your child conform to a predetermined notion of academic excellence, showing the school takes student-centred approach and simply guides them to success.

Importantly, it allows the copy the breathing space to be shorter and punchier, with more personality. We aren’t trying to say everything at once - we just need the reader to take home one or two key messages that sticks because the reader feels what you’re saying as much as anything.