What Does It Really Mean to Be a “Writer”?
When I picture a writer, my mind conjures one of two images:
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A thin, emotionally tortured Englishman hunched over a café table, scribbling poetic prose.
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A sharp-tongued newspaper columnist racing through Wall Street with a notepad and tape recorder in hand.
In both versions, the “writer” is a vivid character with a distinct personality and an unmistakable voice.
Because of this personal bias, I’ve always struggled to call myself a writer — even though I write for a living.
Why the Hesitation?
Working in online marketing, I spend most of my days writing — blogs, emails, ads, landing pages. So why does the title “writer” still feel… off?
I’ve realized it’s because I’ve held onto a narrow definition of what being a writer means. I’ve long believed that writers must have a signature style — something unmistakably “them.”
But marketing writing doesn’t work like that.
In fact, in marketing, we’re often most effective when we don’t have a signature voice. Instead, we must be adaptable, malleable, and audience-first in our approach. Here’s how I’ve learned to do just that.
1. Start With the Audience
You’ve heard it a thousand times: write for your audience. But here’s the nuance — writing for your audience doesn’t mean abandoning your brand’s voice. It means finding the intersection between what your audience wants to hear and what your brand needs to say.
Too often, marketing gets lopsided — either too customer-focused (and off-brand) or too brand-centric (and tone-deaf). Great copy lives in the middle.
2. Become the Brand
A conversation with a graphic designer friend once flipped my perspective on brand voice. He told me that when designing for a client, he imagines the brand as a person:
“Who are they? What do they wear? Where do they vacation? What do they value?”
That creative exercise stuck with me.
Now, whenever I write for a new brand, I build a character around it. Then, I channel that character like an actor preparing for a role — tapping into the tone, priorities, and personality that make sense for that brand’s audience.
Example:
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Forever 21 is a spontaneous, adventurous 20-something with a closet full of bold outfits and a calendar full of underground concerts. She’s fun, free-spirited, and always down for a chai latte and a late-night bookstore run.
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Nordstrom, on the other hand, is a sophisticated, middle-aged professional with a curated wardrobe, a passion for community impact, and a Pinterest board full of kitchen renovation ideas. She’s ambitious, polished, and always brunch-ready.
Both brands sell fashion. Both operate in malls. But the tone? Completely different.
Why It Matters:
Writing as Forever 21 requires a totally different rhythm, vocabulary, and energy than writing as Nordstrom. As marketing writers, we don’t impose a voice — we reflect one.
Finding My Voice by Writing in Theirs
Ironically, it was by adapting to countless brand voices that I began to discover my own. Some styles came naturally. Others stretched me outside my comfort zone. But every shift taught me something.
I’ve learned that in marketing, being a great writer isn’t about standing out — it’s about blending in with purpose. And the more flexibly I write for others, the stronger my own voice becomes.
Struggling to Define Your Brand’s Voice?
You don’t have to figure it out alone. At Digital Flavor, we help businesses develop and refine their brand voice to ensure it resonates across every marketing channel — from websites to social feeds.
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