When it comes to branding, the importance of brand consistency can’t be understated. A brand needs to communicate a clear, unified message across all platforms to establish trust and recognition. One tool that can help you achieve this is boilerplate text.
Have you heard of boilerplate text? We often overlook it, but it’s essential for reinforcing brand identity and ensuring that your brand’s core message resonates with your audience. In this article, we’ll explore the meaning and benefits of boilerplate text and its role in branding.
Boilerplate text is standardized language a company uses repeatedly across different marketing materials, documents, and communications. The text usually presents a concise description of the organization, including the company’s mission, values, products or services, and accomplishments. Think of the text as a company’s elevator pitch, written in a polished and ready-to-use format.
You’ll typically find boilerplate text in press releases, at the end of articles, on company websites, and even in email signatures. It’s crafted so your company can reuse it across various platforms without having to alter it significantly.
Boilerplate text establishes consistency in messaging, in turn building trust and credibility with your audience. The text ensures that every piece of content, from press releases to social media bios, carries the same core idea. This consistency makes your brand more familiar and recognizable and ensures that your audience receives a clear and unified message with every interaction.
Boilerplate text also strengthens your brand’s identity and voice. Carefully crafted boilerplate text communicates your brand’s unique personality, tone, and values. Whether a brand’s voice is professional, playful, or authoritative, boilerplate text ensures that this voice is present in every piece of communication. This practice strengthens your overall brand identity, making it more identifiable and relatable to your target audience.
Consistency in messaging and a strong brand voice enhance brand recall and recognition. When customers repeatedly encounter the same message across different platforms, they begin to instinctively associate that message with your company. This connection can lead to increased customer loyalty and a stronger bond between your brand and your audience.
Boilerplate text saves time for marketers and content creators. Instead of crafting new content for every press release, email, or marketing material, you can use preapproved boilerplate text. Doing so allows quicker content creation without sacrificing quality or consistency.
With boilerplate text, you can ensure that your message remains consistent across all channels. Whether it appears in a press release, on social media, or in an email signature, the core messaging remains the same, reinforcing your brand’s identity.
Boilerplate text often includes key information about a company’s achievements, mission, and values. These details can help establish a brand’s professionalism and authority. Consistently using this text in communications strengthens your credibility and trustworthiness.
Creating boilerplate text that resonates with your audience and accurately reflects your brand involves careful consideration. The following is a step-by-step guide.
Start by identifying the key elements that define your brand. These typically include:
The above elements will serve as the foundation of your boilerplate text.
Your boilerplate text should reflect your brand’s voice. Is your brand professional and authoritative or casual and friendly? The tone of your boilerplate text should match this voice to deliver consistency across all communications. Here are three types of brand voices:
Boilerplate text should be succinct – typically no more than 100 to 150 words. It should provide a quick yet comprehensive overview of your brand without overwhelming the reader. Focus on clarity and brevity and avoid fluff.
Ensure that the language and key messages in your boilerplate text align with your other marketing materials. Consistency is crucial for building a strong brand identity. Avoid jargon or overly complex language that might confuse your audience.
As your company evolves, so should your boilerplate text. Review the text periodically to ensure it reflects any changes in your mission, values, accomplishments, or services. Regular updates will keep your brand messaging relevant and accurate.
Crafting boilerplate text requires careful attention to detail. The following are common mistakes to watch out for.
Boilerplate text that is too generic or vague fails to convey the unique aspects of your brand. Avoid using broad terms and focus on what truly differentiates your brand from competitors. Be specific about your brand’s mission, values, and offerings. Highlight what makes your brand unique.
Although being informative is important, cramming too much information into your boilerplate text can overwhelm the reader. Stick to the essentials. Your boilerplate text should give a clear overview without going into unnecessary detail. Save more extensive information for other sections of your website or marketing materials.
Using outdated information in your boilerplate text can confuse your audience and undermine your credibility. Regularly review and update your boilerplate text to make sure it’s still accurate and relevant.
Let’s look at two real-life examples of effective boilerplate text and discuss why they work.
The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide.
(Source: Coca-Cola, 2023)
Why this text is impactful: Coca-Cola’s boilerplate is comprehensive yet concise, highlighting the brand’s global presence, diverse product portfolio, and commitment to innovation and sustainability. Because it effectively communicates the brand’s scale and impact, the text is memorable and authoritative.
Spotify’s platform revolutionized music listening forever when we launched in 2008. Our move into podcasting brought innovation and a new generation of listeners to the medium, and in 2022 we entered the next audio market primed for growth with the addition of audiobooks.
Today, more listeners than ever can discover, manage and enjoy more than 100 million tracks, 6 million podcasts titles, and 350,000 audiobooks a la carte on Spotify. We are the world’s most popular audio streaming subscription service with more than 626 million users, including 246 million subscribers in more than 180 markets.
(Source: Spotify, 2024)
Why this text is impactful: Spotify’s boilerplate is direct and dynamic, reflecting the brand’s innovative nature. The text emphasizes the company’s extensive content library, pioneering role in music streaming, and global reach, all while maintaining a conversational and accessible tone.
Boilerplate text is more than just a simple description of your company – it’s a powerful branding tool that provides consistency in messaging, strengthens brand identity, and enhances brand recall. By crafting concise, aligned, and regularly updated boilerplate text, you can effectively communicate your brand’s core message across all platforms, reinforcing that brand’s presence in the minds of your audience.
To maximize the benefits of boilerplate text, you must verify that it’s error-free, clear, and well-written. Consider outsourcing the text to the professionals to ensure perfection. Our team of experts is happy to help! Schedule a call with us today.
An example of boilerplate text is the paragraph you might see at the end of a company’s marketing materials, where you can read a description of the brand’s products and values. This kind of text might be used in press releases, official statements, and professional email send-offs.
Yes, boilerplate text can be optimized for SEO when you include relevant keywords that align with your brand and industry, helping to improve search engine visibility.
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