Genius Path · Track 03

Content /
Brand Voice.

Caption writing, brand voice, content strategy, SEO writing, platform-specific content, and understanding how visual and written language must work together. Words are design. Treat them that way.

Coming this cycle

Full track content in progress.

The Content / Brand Voice track is being built now. In the meantime, study the foundation principles on the home page — they apply directly to written content.

What this track covers

Writing as a design discipline.

  • Brand voice — how a brand speaks and the words it would never use
  • Caption writing for social media — hooks, value, CTAs
  • Platform content — what works on Instagram vs LinkedIn vs TikTok
  • SEO writing — structure, H1s, search intent, metadata
  • Content hierarchy — the most important thing first, always
  • Tone of voice — luxury speaks slowly, youth brands speak fast
  • Writing for visual design — copy that fits the layout
Start now — self-directed tasks

While the full track builds, do these.

  • Study the Soldati website copy — how does it speak? Is it confident? Minimal? Why?
  • Compare Woolworths Food copy to Pick n Pay copy — same product, different voice
  • Study Glossier Instagram captions — count the words, note the tone
  • Study Investec website copy — formal, restrained, authoritative
  • Write 3 different captions for the same image — luxury tone, playful tone, corporate tone
  • Study the Matchstic Change of Brand podcast — listen to how they talk about brand

Start with the foundation.

Everything on the home page about hierarchy, clarity and audience applies directly to writing. Start there.

Study the foundation →