Kick back with A Cup of Copy
Story time
If user experience is concerned with the way a customer interacts with a company, then brand is concerned with how a company is perceived by its customers.
At Sainsbury’s, our Content Design team work closely with our brand copywriters and experience designers to ensure the language we use across our products and services is clear and consistent, as well as accessible and easy to understand. Serving the customer whilst presenting our brand in the best possible way.
The newsletter below is written by our brand copywriters. It contains writing tips and tricks, as well as helpful information to give our colleagues the tools they need to write effectively, whatever channel they’re writing for.
When it comes to adjectives, we like ours strong and objective at Sainsbury’s.
That’s because we’re telling a story every time we use them.
For example, do you like tasty crisps?
Or do you like zingy crisps with a satisfying crunch?
That’s the subtle power of storytelling. Just a sprinkle of it can turn something like the mundane act of frying an egg into a full-blown kitchen disco for one.
See it in action
Here’s how we’ve told a cracking story using creative and copy in the past.
And because stories are for more than just bedtime, other brands tell them too.
Like these…
- Heinz tomato ketchup: Grown, not made
- Apple iPad: Your next computer is not a computer
- The Economist: Where guesses become educated
- Jack Daniel’s: The best tales can’t be told over text
Handy writing tip
What’s one of the most persuasive words we use every day? Because
Even if a point isn’t backed by rock-solid reasoning…
This word nudges our brains to somewhat believe it.
So say it more in your meetings and presentations.
And if you’re feeling rebellious, start your sentences with it too.
Because there’s nothing wrong with that.
Despite what your school teacher told you.
Sometimes reality is too complex. Stories give it form.
– Film director, Jean Luc Godard
Happy writing!
The Sainsburys A Cup of Copy team
Nichole Miranda, Daisy Newman, and Scarlett Rushton
