Our process:
- Creative.
- Effective.
- Convertive.
Our process marries divergent and convergent thinking with creative and strategic approaches.
This is where the magic happens, transforming passive browsers into active shoppers, and loyal brand evangelists.
In short, it converts.
Decades of experience have helped shape, optimize, and distill our process down to its leanest and most effective form. We are mindful of your investment—both time and money.
Every step is purpose-driven toward the final outcome of emotionally-resonant copy that incites action (aka Movere℠), in turn maximizing your marketing ROI.
Why clients trust our process
Why clients trust our process
PROVEN
Our process has been tested time and again, and never failed to deliver.
Chris has empowered the growth of 65+ brands to-date, including many Fortune 500 companies. That experience has forged the strength of strategy and approach, and brought home multiple awards along the way.
Explore Results
RESEARCH-BACKED
Our messaging is constructed on the sturdy spine of deep research.
The diligence of our Discovery phase produces detailed market, competitor, and target user persona (TAP) studies, uncovering insights that shape and strengthen the branded narrative.
OPTIMIZED
Having spent years successfully spearheading and managing production for complex, cross-departmental assignments, Chris is well advised of the potential for inefficiency that haunts creative projects.
The result? A process that has been polished and refined into a well-oiled machine. Efficiency rules.
Finely tuned to deliver, and delight
Finely tuned to deliver, and delight
Jump directly to the section you’re interested in:
Brand Clarity:
Delivers a uniquely authentic Brand Identity deck
Brand Positioning:
Helps identify and crystallize your ideal target audience
Brand Resonance:
Produces powerful and compelling messaging
Brand Growth:
Provides reliable copywriting support
Foundation:
Securing your bedrock first, for a robust brand with longevity.
From Brand Clarity to Positioning & Resonance
—How it works
Watch Step 1 to 3 in action for an IT Asset Disposition company
Step 1:
Brand Clarity — Know thyself
Your challenge:
You have a great product/service, but you need to reinforce its strengths, and differentiate from the competition—in short, you need a specialist who knows how to create a brand identity. Ideally, one that is deeply experienced in developing and delivering a clearly defined, true, and authentic one.
Our solution:
Through deep collaboration with your key stakeholders, along with our analysis of your brand, market, and industry, we’ll craft a Brand Identity that’s unique and authentic to you, outlining your brand essence, your USPs, and setting you apart from your competition.
The process:
- An introductory call to understand your needs
- Discovery surveys and in-depth client interviews to glean insights
- Exploratory research on your market, industry, and competitors
- Analysis of our findings, and encapsulation of focal points into a brand identity deck.
The outcome:
- Brand Strategy Consulting
- Competitive Marketplace Assessment deck
- Foundational Messaging Brief (FMB): Your (verbal) Brand ID deck—in other words, a consensus agreement on who you are, why you exist, and what you aim to provide. Think of this as your rallying cry.
The value-add:
Align and solidify your culture. With the documents you receive at this stage, you can get your whole team up-to-speed on your brand’s authentic identity, including your strengths and differentiators.
Brand refresh services:
In support of your natural evolution, we can revisit and refresh the Foundational Messaging Brief every 12-18 months, to ensure it remains most authentic and unique to your brand.
Step 2:
Brand Positioning — Know your audience
Your challenge:
To amplify engagement with your marketing communications, you need to first know how to find your target audience and then get crystallized clarity on who they are, what they care about, and how we might best resonate with their hearts and minds.
Our solution:
We’ll help you identify—and deeply understand—your most valuable audience, and position your brand to reach them most effectively. Our detailed Target Audience Persona (TAP) study empowers your brand positioning framework by finding overlap among the interests of your brand and those of your defined target audience. No more googling, “How to find target audience.”
The process:
Deep-dive (secondary) research on your current potential-customer segments, incorporating inputs from our Discovery process.
The outcome:
Detailed TAP study—a composite persona—outlining your ideal target customer’s pain points, desires, goals, motivations (btw this is not a ‘sketch’; our footnotes alone typically span 2 pages).
The value-add:
By offering a crystal-clear, in-depth picture of your ideal customer, the TAP study helps sharpen your brand positioning strategy, while serving as a handy touchstone for all sales & marketing initiatives moving forward.
Step 3:
Brand Resonance — Move people
Your challenge:
You want your primary marketing material—like your website and landing pages, the face and flavor of your brand—to reflect your truest identity, and clearly outline the benefits delivered, thus driving maximum conversions.
Our solution:
This is where the magic happens. We’ll craft compelling, powerful messaging that is clear, authentic, and well-aligned with your unique brand identity—thus converting browsers into buyers (the power of convertive copy!).
Our skill lies in creating a branded experience—a story that transports your defined target audience and gives them the feels, lighting up their hearts and minds, motivating them to take action (read: sales).
The process:
Our writing builds upon the sturdy foundation laid by our FMB, competitor research, and the TAP study.
We write, revise, and ferociously edit (applying the theory of omission wherever possible—like dropping the ‘e’ from ‘Creative’ in our name).
First in the series of deliverables is a detailed Content Outline (CO)—helpful for key stakeholders (and your design team) to get a clear understanding of the content structure and flow.
The CO also allows for feedback before the Main Narrative is written, streamlining the process.
Once the CO is approved, we dive into the Main Narrative.
Throughout, the FMB and TAP study serve as reliable guardrails, ensuring your narrative stays on track, in terms of consistency and effective messaging.
The outcome:
Main Narrative messaging: This serves as home page content, and can be repurposed into different communication pieces across all touchpoints.
Supplementary branding support, if required: e.g., Brand Naming & Taglines.
The value-add:
The Main Narrative deck is your North Star—a true reference point for all future messaging, guiding and supporting anyone on your team who needs to communicate effectively to your defined target audience.
Brand Clarity — Know thyself
Your challenge:
You have a great product/service, but you need to reinforce its strengths, and differentiate from the competition—in short, you need a clearly-defined brand identity.
Our solution:
Through deep collaboration with your key stakeholders, along with our analysis of your brand, market, and industry, we’ll craft a Brand Identity that’s unique and authentic to you, outlining your brand essence, your USPs, and setting you apart from your competition.
The process:
- An introductory call to understand your needs
- Discovery surveys and in-depth client interviews to glean insights
- Exploratory research on your market, industry, and competitors
- Analysis of our findings, and encapsulation of focal points into a brand identity deck.
The outcome:
- Brand Strategy Consulting
- Competitive Marketplace Assessment deck
- Foundational Messaging Brief (FMB): Your (verbal) Brand ID deck—in other words, a consensus agreement on who you are, why you exist, and what you aim to provide. Think of this as your rallying cry.
The value-add:
Align and solidify your culture. With the documents you receive at this stage, you can get your whole team up-to-speed on your brand’s authentic identity, including your strengths and differentiators.
Brand refresh services:
In support of your natural evolution, we can revisit and refresh the Foundational Messaging Brief every 12-18 months, to ensure it remains most authentic and unique to your brand.
Brand Positioning — Know your audience
Your challenge:
You’re looking to amplify engagement with your marketing communications, so you need a clear picture of your ideal audience: who they are, what they care about, and how we might best activate their hearts and minds.
Our solution:
We’ll help you identify—and deeply understand—your most valuable audience, and position your brand to reach them most effectively. Our detailed Target Audience Persona (TAP) study empowers your brand positioning framework by finding overlap among the interests of your brand and those of your defined target audience.
The process:
Deep-dive (secondary) research on your current potential-customer segments, incorporating inputs from our Discovery process.
The outcome:
Detailed TAP study—a composite persona—outlining your ideal target customer’s pain points, desires, goals, motivations (btw this is not a ‘sketch’; our footnotes alone typically span 2 pages).
The value-add:
By offering a crystal-clear, in-depth picture of your ideal customer, the TAP study helps sharpen your brand positioning strategy, while serving as a handy touchstone for all sales & marketing initiatives moving forward.
Brand Resonance — Move people
Your challenge:
You want your primary marketing material—like your website and landing pages, the face and flavor of your brand—to reflect your truest identity, and clearly outline the benefits delivered, thus driving maximum conversions.
Our solution:
This is where the magic happens. We’ll craft compelling, powerful messaging that is clear, authentic, and well-aligned with your unique brand identity—thus converting browsers into buyers (the power of convertive copy!).
Our skill lies in creating a branded experience—a story that transports your defined target audience and gives them the feels, lighting up their hearts and minds, motivating them to take action (read: sales).
The process:
Our writing builds upon the sturdy foundation laid by our FMB, competitor research, and the TAP study.
We write, revise, and ferociously edit (applying the theory of omission wherever possible—like dropping the ‘e’ from ‘Creative’ in our name).
First in the series of deliverables is a detailed Content Outline (CO)—helpful for key stakeholders (and your design team) to get a clear understanding of the content structure and flow.
The CO also allows for feedback before the Main Narrative is written, streamlining the process.
Once the CO is approved, we dive into the Main Narrative.
Throughout, the FMB and TAP study serve as reliable guardrails, ensuring your narrative stays on track, in terms of consistency and effective messaging.
The outcome:
Main Narrative messaging: This serves as home page content, and can be repurposed into different communication pieces across all touchpoints.
Supplementary branding support, if required: e.g., Brand Naming & Taglines.
The value-add:
The Main Narrative deck is your North Star—a true reference point for all future messaging, guiding and supporting anyone on your team who needs to communicate effectively to your defined target audience.
Brand Clarity — Know thyself
Your challenge:
You have a great product/service, but you need to reinforce its strengths, and differentiate from the competition—in short, you need a clearly-defined brand identity.
Our solution:
Through deep collaboration with your key stakeholders, along with our analysis of your brand, market, and industry, we’ll craft a Brand Identity that’s unique and authentic to you, outlining your brand essence, your USPs, and setting you apart from your competition.
The process:
- An introductory call to understand your needs
- Discovery surveys and in-depth client interviews to glean insights
- Exploratory research on your market, industry, and competitors
- Analysis of our findings, and encapsulation of focal points into a brand identity deck.
The outcome:
- Brand Strategy Consulting
- Competitive Marketplace Assessment deck
- Foundational Messaging Brief (FMB): Your (verbal) Brand ID deck—in other words, a consensus agreement on who you are, why you exist, and what you aim to provide. Think of this as your rallying cry.
The value-add:
Align and solidify your culture. With the documents you receive at this stage, you can get your whole team up-to-speed on your brand’s authentic identity, including your strengths and differentiators.
Brand refresh services:
In support of your natural evolution, we can revisit and refresh the Foundational Messaging Brief every 12-18 months, to ensure it remains most authentic and unique to your brand.
Brand Positioning — Know your audience
Your challenge:
You’re looking to amplify engagement with your marketing communications, so you need a clear picture of your ideal audience: who they are, what they care about, and how we might best activate their hearts and minds.
Our solution:
We’ll help you identify—and deeply understand—your most valuable audience, and position your brand to reach them most effectively. Our detailed Target Audience Persona (TAP) study empowers your brand positioning framework by finding overlap among the interests of your brand and those of your defined target audience.
The process:
Deep-dive (secondary) research on your current potential-customer segments, incorporating inputs from our Discovery process.
The outcome:
Detailed TAP study—a composite persona—outlining your ideal target customer’s pain points, desires, goals, motivations (btw this is not a ‘sketch’; our footnotes alone typically span 2 pages).
The value-add:
By offering a crystal-clear, in-depth picture of your ideal customer, the TAP study helps sharpen your brand positioning strategy, while serving as a handy touchstone for all sales & marketing initiatives moving forward.
Brand Resonance — Move people
Your challenge:
You want your primary marketing material—like your website and landing pages, the face and flavor of your brand—to reflect your truest identity, and clearly outline the benefits delivered, thus driving maximum conversions.
Our solution:
This is where the magic happens. We’ll craft compelling, powerful messaging that is clear, authentic, and well-aligned with your unique brand identity—thus converting browsers into buyers (the power of convertive copy!).
Our skill lies in creating a branded experience—a story that transports your defined target audience and gives them the feels, lighting up their hearts and minds, motivating them to take action (read: sales).
The process:
Our writing builds upon the sturdy foundation laid by our FMB, competitor research, and the TAP study.
We write, revise, and ferociously edit (applying the theory of omission wherever possible—like dropping the ‘e’ from ‘Creative’ in our name).
First in the series of deliverables is a detailed Content Outline (CO)—helpful for key stakeholders (and your design team) to get a clear understanding of the content structure and flow.
The CO also allows for feedback before the Main Narrative is written, streamlining the process.
Once the CO is approved, we dive into the Main Narrative.
Throughout, the FMB and TAP study serve as reliable guardrails, ensuring your narrative stays on track, in terms of consistency and effective messaging.
The outcome:
Main Narrative messaging: This serves as home page content, and can be repurposed into different communication pieces across all touchpoints.
Supplementary branding support, if required: e.g., Brand Naming & Taglines.
The value-add:
The Main Narrative deck is your North Star—a true reference point for all future messaging, guiding and supporting anyone on your team who needs to communicate effectively to your defined target audience.
Growth:
Foundation secured. Time to scale.
Brand Extension — Amplify impact
YOUR CHALLENGE
Your brand is in a good and solid place,
well-founded. Now it’s time to deepen and extend meaningful connections with your customers.
You need someone who can quickly grasp the essence, voice, and tone of your brand; understand your industry, and efficiently turn around compelling messaging that aligns with your defined target audience’s needs, interests, and desires.
OUR SOLUTION
We’ll support you with effective, in-depth research and copywriting work, multimedia: across every customer touchpoint, from articles and ads, to video scripts, tradeshow collateral, campaigns, and pitches.
THE PROCESS
1. Detailed and diligent review of your industry, competitive landscape, brand identity, positioning, tone, voice, and previous communications
2. Crafting, (vigorously) editing, and revising clear and compelling copy, in line with your brand guidelines, while incorporating other requirements such as UX strategy, keywords, etc.
THE OUTCOME
Messaging that delivers on the brief, faithfully reflects your brand voice and tone, and drives conversions (aka convertive copy).
THE VALUE-ADD
You get copy that fits and jives with your brand lexicon—ably reflecting your brand voice and tone.
Plus, you'll have a strategically-savvy partner who is well-versed in your brand—like an extension of your team—consistently turning around powerful communication pieces with quickness and efficiency.
YOUR CHALLENGE
Your brand is in a good and solid place,
well-founded. Now it’s time to deepen and extend meaningful connections with your customers.
You need someone who can quickly grasp the essence, voice, and tone of your brand; understand your industry, and efficiently turn around compelling messaging that aligns with your defined target audience’s needs, interests, and desires.
OUR SOLUTION
We’ll support you with effective, in-depth research and copywriting work, multimedia: across every customer touchpoint, from articles and ads, to video scripts, tradeshow collateral, campaigns, and pitches.
THE PROCESS
1. Detailed and diligent review of your industry, competitive landscape, brand identity, positioning, tone, voice, and previous communications
2. Crafting, (vigorously) editing, and revising clear and compelling copy, in line with your brand guidelines, while incorporating other requirements such as UX strategy, keywords, etc.
THE OUTCOME
Messaging that delivers on the brief, faithfully reflects your brand voice and tone, and drives conversions (aka convertive copy).
THE VALUE-ADD
You get copy that fits and jives with your brand lexicon—ably reflecting your brand voice and tone.
Plus, you'll have a strategically-savvy partner who is well-versed in your brand—like an extension of your team—consistently turning around powerful communication pieces with quickness and efficiency.
Brand Growth:
How it works
Which industries do you specialize in?
Our portfolio spans many sectors and areas of expertise—including brand strategy consulting and messaging—and we share personal interest in tech, finance, wellness, entertainment, and retail.
Do you conduct interviews in your brand strategy consulting sessions, or do you hold group sessions?
We do both—talk to us, and we’ll recommend what might work best for you. Facilitation of sessions driven by Design Thinking strategy and practice is a specialty we offer. This is ideal for helping find clarity and solutions for particularly thorny challenges pertaining to any aspect of your business.
Do you do any PR work, such as placement in mainstream media, etc.?
No—we focus exclusively on brand strategy consulting, brand messaging strategy, and content execution, not on dissemination of content or brand marketing strategy; we leave that to others who specialize in that area.
Happy to make a referral, just let us know.
Do you provide marketing services such as digital marketing, SEO optimization, etc.?
No—we’re a brand strategy company focusing exclusively on branding, brand messaging strategy, and content execution, not on digital marketing or SEO optimization; we leave that to others who specialize in that area.
We are happy to make referrals, please just let us know more about your specific needs.
We already have web copy created by another brand copywriter, but we aren’t happy with it—can you edit it, please?
Sure, but typically in these cases it’s best to start fresh, to ensure that your copy is truly aligned with your brand essence, and the interests of your defined target audience. This way, you’re assured of well-founded strategic messaging that performs significantly better than before.
We’ve had a bad experience with freelancers before…
This is our call to action—to restore your faith in freelance talent.
Also, we come aboard as invested partners and consultants, rather than with a freelance mindset—we’re determined to see you reach your business objectives, and grow.