When (and how) to work with a brand voice copywriter: a guide for growing outdoor brands

You’ve got the product dialed in. The logo looks solid. Maybe you've even launched a few posts or campaigns. But when it comes to writing about your brand—how it sounds, what it stands for, why it matters—it feels harder than it should. If that’s where you’re at, you’re not alone.

Building a successful outdoor brand isn’t just about great gear—it’s about connecting with people, building something bigger than just a great baselayer or backpack. If your product speaks to adventure, freedom, or sustainability, your words should too.

But when you’re wearing ALL the hats–you’re head of product, head of finance, head of marketing…you get the picture. It’s a lot. So, is getting someone on board to help with copy and brand voice a good idea, or just another headache for you?

So when exactly should you get someone to help with your copy? And how does that relationship actually work?

Let’s break it down.

When should you work with a copywriter?

You don’t need to be a multi-million dollar brand to benefit from working with a copywriter. In fact, the earlier you define your voice, the stronger your brand foundation will be. Here are three key reasons to get copywriting help:

1. Time: You’ve got too much on your plate already, and writing words for your social media, emails or website is just another time-eating task you don’t have time for.

2. Effort: Maybe you’ve got the time, but writing your own copy feels like slogging through a bog in flip-flops. You see the cursor blinking and your mind goes blank. You ask ChatGPT for help and it spews out drivel.

3. Results: Your copy is falling flat. It doesn’t feel right for your brand, your personality doesn’t come through, and the words aren’t really getting people excited about what you do.

What does a brand voice copywriter actually do?

Different writers or teams have different expertise and their own way of doing things. These are the kinds of things we do at Figure Eight Creative, to help outdoor brands craft the kind of messaging that’s on the same path as their product and mission. That often includes:

• Brand voice development (Think: defining your tone, style, and language so everything you write sounds like you)
• Website copywriting (Homepage, product pages, About page—written to convert and connect)
• Email and campaign strategy (Telling the right story at the right time)
• Ongoing content support (Blogs, newsletters, launch campaigns—you name it)

Whether you're launching your first product or rolling out a full collection, a copywriter helps you say the right things in the right way.

How to work with a copywriter (without hiring full-time)

Here’s the good news: you don’t need to add a full-time writer to your payroll. Many copywriters offer flexible ways to collaborate:

✔ Project-based work

Need to write your website, a pitch deck, or a seasonal campaign? We scope the work, agree on a timeline and deliverables, and go from there.

✔ Retainer agreements

Want ongoing support for product drops, content, or email? A retainer gives you priority access to our creative brainpower each month—without hiring in-house.

✔ Brand voice starter packages

Not sure where to begin? Start with a brand voice guide that sets the tone for everything you’ll write going forward—then build from there.

Because, here’s the thing: when you find the right copywriter or copy team for you, they are not a wordsmithing machine. They will become a cheerleader for your brand, an unofficial ambassador, they will share creative ideas that go way beyond words. So your awesome outdoor brand can keep growing and inspiring more people on their adventures.

Ready to find your voice? Let’s connect.