I go beyond the positioning statement and identify and integrate individual brand elements into a coherent messaging platform. I call it a Brand Communication Platform (BCP).
Brand Purpose—a single statement summary of why the brand exists
Brand Positioning—the brand’s defining point of difference and premise of the brand story
Brand Promise—a distilled statement of the brand’s relevance and value to its direct customers
Brand Personality—the brand’s character defined in human terms
Brand Pillars—conceptual ideas and themes derived from the brand’s core strengths
Brand Story—a memorable, relatable narrative that incorporates brand insights, introduces the brand voice, and drives home the brand’s emotional impact
Together, these elements form a messaging totem pole around which every web page, ad campaign, blog post, video script, product profile and brochure blurb can align.
Already have your strategy? Great. Let’s get you that copy.
Hyperbole is out. Phrases like “best-in-class” or “optimal performance” now mean “member of the herd.” We go for distinctive, not superlative.
Be SEO-smart, not SEO-stiff. We write like humans speak—while using keywords and phrases that make search engines hum.
Keep it consistent. Words change for different mediums… but the tone, voice and feelings evoked stay the same.
Copy can calcify. Copy from one project should not be recycled for the next project. Each deserves a fresh take.