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Our process:

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

Play Video

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.

Brand Clarity in action

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.

Brand Positioning in action

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 Resonance in action

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
Play Video

Beyond the process, see what matters:

Your questions, answered.

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