3 (easily overlooked) areas to consider

DrMichaela Michaela Bucchianeri health and wellness copywriting with heart branding your copy tassel banner on white background

Branding your copy.

If this conjures up visions of logos, stock photography, and fancy design elements, you’re not alone.

Thoughtful design is important, no doubt.

But that’s not the type of “branding” I’m talking about.

I’m talking about the everyday aspects of your copy that are currently helping define you + your brand… whether or not you realize it!

Read on for 3 (easily overlooked) areas to consider when branding your copy:

1) Signature words + phrases.

A lot of copywriting guidance (including the info I share on this blog!) focuses on the overarching “voice” of your writing.

And while it’s absolutely worth taking the time to get serious about the experience you’re creating with your words… branding your copy has a lot to do with the micro-communications you’re putting out there, as well.

Take, for instance, the words and phrases that you use most often in your content.

These could be intentional choices… or simply the words that naturally spring to mind when you imagine talking to your dream client.

(And, by the way, if you’re not pausing to imagine your dream client each time you sit down to write, there’s no time like the present to start!)

For example, in my real life, I use the word “friend” a lot (as in, “Hey, friend!”) and, over time, it gradually became part of how I communicate with dream copywriting clients on social media.

This is what I mean by micro-communications. No one’s building a brand around the word “friend”… but add up all the little signature turns of phrase that you use in your business content, and a cohesive picture begins to take shape.


  • Scan through your 5-10 most recent pieces of content, looking for words and/or phrases you tend to use.
  • List out these words and/or phrases. What emotions do they stir up in you? How do these align with the emotions you want your dream clients to experience when they engage with your content?
  • Identify any holes. Are there words and/or phrases that you’d like to incorporate into your business copy? Add them to the list, and keep it handy when you’re creating new content.

2) Content structure.

Maybe you’re a listicle lover.

Or a wizard with the witty one-liners.

Or perhaps you’re a perpetual experimenter, playing with different styles and formats of content.

Whatever your natural inclination may be, it’s important to take note of how you’re structuring your content.

Because, no matter how we may innovate or explore new ways of showing up for our people, it’s the content structure we gravitate toward most consistently that helps build their trust.

For instance, one of the students in my e-course, Copy for Healers + Helpers, routinely shares quotes and infographics on her social media platforms.

This alone wouldn’t differentiate her from many other content creators out there.

BUT. She also pairs these graphics with captions that offer a personal reflection on the topic.

By doing this, she:

  1. distinguishes herself as a unique “voice” in a popular medical niche
  2. offers her followers a more intimate experience of what it might feel like to work with her directly

    and– most importantly:

  3. helps build trust with her community of dream clients, as they learn what they can expect from her consistently!


Take a spin through the backend analytics of any platforms where you’re currently creating content. Which content structure is performing best with your dream clients? Is this the structure you’re using most often?

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3) Bells + whistles.

Can we officially put to rest the idea that emojis, GIFs, etc. are silly, superfluous “extras” with no place in Professional Business Copy?

Like it or not, these dynamic little embellishments have not only cemented themselves firmly within our habits of online communication… but they also carry deep meaning for a majority of users.

To quote internet linguist and author of Because Internet: Understanding the New Rules of Language, Gretchen McCulloch:

“Thinking of emoji as gestures helps put things into perspective if we’re tempted to start thinking, “If words were good enough for Shakespeare, why aren’t they good enough for us?” We can pause and realize that plain words weren’t actually good enough for Shakespeare. A lot of what Shakespeare wrote was plays, designed not to be read on a page, but to be performed by people. How many of us have struggled through reading Shakespeare as a disembodied script in school, only to see him come to life in a well-acted production?”

In other words?

Everyone and their neighbor (including, chances are, your dream client) is looking to these little bells + whistles to communicate meaning.

So, when it comes to branding your copy, you want to be sure that you’re making consistent, intentional, strategic use of every communication tool you choose… embellishments included!


Create a little quiz to collect feedback from your social media followers. Ask them which emojis, GIFS, and other bells + whistles they associate with you + your business. Use their feedback to help plan future content that aligns with your brand.

Let’s take action!

OK, here’s your action step for today:

  • Perform a quick audit to identify the ways you’re currently branding your copy. Then choose 1 of the ideas above to take action on. 

Cheering you on!



I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.

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