What I do
Maybe you’ve designed the next health-tech marvel. Perhaps you’ve reimagined sustainable beauty. Maybe you’ve got a brand vision as solid as a summer blockbuster, but pitching it feels more like describing a straight-to-DVD flop. Whatever your gig, talking about it shouldn’t be harder than doing it.
My process helps you ditch the fluff, untangle mixed messages, and give words to your nebulous brainchild so it doesn’t sound like it’s narrated by that uncle who thinks WiFi is a type of pie.
How I do it
Before writing copy, I like to nail down a bulletproof brand foundation. That means defining the 6 elements with the highest impact on how the world perceives your brand:
Hero’s Journey
The narrative framework that’s underpinned storytelling for generations, designed to create internal alignment, nurture audience trust, and guide your brand’s most essential content.
Values
Values influence our motivation and what we feel is right—they help develop a company culture and guide decision making.
Mission Statement
A sentence or two that encapsulates your company’s overall goal, helping you develop clarity, vision, and distinction. If a mission statement isn’t strong (or doesn’t exist), brands tend to drift without clear purpose and direction.
Personality Words
Personality words are how the world perceives us. They answer the question: if your brand was a person, how would you describe them?
Positioning Statement
A positioning statement pinpoints who you are, what you offer, who you offer it to, and why they should care. It's essential for clarity and differentiation. Without it, a brand can blur into the background—with it, you have a spot on the map.