Applications are open for 2022 in-take | Open Day August 28, 2021
It’s time to rethink, connect, be creative, shift perspectives, change behaviour and solve problems for a better tomorrow.
The world is evolving every day. Brands and businesses are evolving. Our consumers are evolving. To get on top of this world, is no longer about survival of the fittest but survival of the most agile. We are in the process of a major shift that is challenging us to rethink our old ways and envision a future that is better than we had ever imagined. The people you invite into your tribe should fit the need for agility, and the answer often sits in appointing and developing people for their ‘superpowers’. A superpower our business world needs more of, is creative solution seekers with a deep sense of empathy. And unique solution seekers the world needs especially more of, are copywriters.
We are all inherently creative beings who are designed to make, fix, originate and create. While innovation makes what we do timeless, compassion and empathy make what we do desirable.
Good copywriters use empathy to communicate in a way that resonates with others. It is with this deep understanding of ourselves and the world around us that connections are made. English writer E.M. Forster says it best: Only Connect! When we connect words with emotion, we feel what it means to be human. We learn to walk in someone else’s shoes and truly walk. Sometimes even run.
At its core, copywriting is about creativity, analytical thinking, understanding others, and effective and impactful communication. These hallmark attributes are a few of the vital skills needed for the future of work. But it is more than just the words. Good copy sells ideas. Great copy changes perspectives and behaviour. Good copywriters can change the way the world thinks. A skill that holds great power and value, not only for brands and business, but for generations to come. Creativity, with a little bit of empathy, can solve any problem you are faced with.
That is the agility every brand and business needs. It is what our world needs. Imagination and empathy are the superpowers that enable us to change the world. Producing another great concept in making a significant difference. Being a copywriter means connecting with the world, one word at a time.
The World Economic Forum has predicted that by 2030, over one billion people need to be reskilled. While this may not be surprising, as professions and jobs appear and disappear with time, we should aim to make ourselves indispensable. Brands and organisations should be more people-focused, be more connected with their stakeholders to truly understand what makes them tick. If you do not, then the risk is that you can lose them. No business wants to lose a stakeholder. Copywriters produce impactful brand content and brand narratives that truly connect with your audience; speaking a language that touches them, that draws them closer. By using empathy copywriters know how to turn human truths into a language that engages in meaningful ways. Engaged stakeholders is the ultimate win for a brand. You cannot ask for better than that.
This article was co-written by IIE-Vega third year copywriting students: Alexa Haasbroek, Sophie Ardé, Sonal Pema and Zanele Biyela. Photographs by Tiffany Crawford, an IIE-Higher Certificate in photography alumnus and currently studying the IIE-BA in Strategic Brand Communication Degree at Vega.
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Contact dbn@vegaschool.com or 031 569 1415; to find these superpower creative solution seekers who are not afraid to dive deep into a brand problem, visit the IIE-Vega website www.vegaschool.com to view their showcase portfolios and to learn more about the IIE-BA in Creative Brand Communication | Copywriting.
Pictured: IIE-Vega Copywriters from the Class of 2020: Sophie Ardé, Alexa Haasbroek, Zanele Biyela and Sonal Pema with Siobhan Gunning, copywriting lecturer.