Zeldman offered an interesting point in his presentation, Textism. The idea is that everything you do is branding. This includes your copy, design, logos and URL’s. It’s an important point to remember particularly when you’re writing content and titles and links. Anyone can hire a profile designer to make their content look pretty and improve their visual brand, but if they are offering crap content, or boilerplate content, no one will use their site. The idea that copy is king is nothing new. It’s been milled over ten thousand times. Everyone knows that you have to have good information on your site. “Copy as brand”, although not new, is important. You have to match the voice to the audience and more importantly the voice to your brand.