Clare McNally shared her insights with Tekstlinjen — a specialised copywriting course for professionals — about copywriting structures and how to use them for brand consistency and distinctiveness. She also explained how they can make your copywriting life a lot easier.

It's surprising how many clients and creatives are super aware of the power of visual structures for brands, yet give copy structures little attention. Copy structures relate not only to what you say, but also how you say it, and can be used just as effectively as visuals to create a strong brand personality that people recognise and love. These structures can be found in dynamic taglines, naming systems, packaging copy, print ads, website sub-heads etc. They can also enhance visual systems too! Typography is copy. So, length of body copy, repetition, paragraph breaks etc. can all add to the visual appeal of brands as well.

See write-ups on previous talks about copy structures here and here.