Copywriting with honesty.

Establishing your brand's tone of voice doesn't mean adopting a hyperactive alter-ego for your business - deceiving people could damage your brand. So it's important to be honest.

Don't be afraid to be different.

Just make sure you're being different for the right reason, and don't fib about being something you're not.

'But what is "the right reason"?'

Well that depends on what your business does, how you do it, and what kind of personality you want your brand to convey as a result. It's all about being honest - with yourself, as much as everyone else.

Honesty helps your brand.

Branding shouldn't be seen as deception. Genuinely wanting to help your audience with your products or services is always going to be welcome. So make sure your language reflects your good intentions, and you're laying the foundations for a brand that works hard for you.