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25+ YEARS OF EXPERIENCE
AT YOUR SERVICE
They say it takes 10,000 hours of practice to develop true expertise, mastery.
What about 52,000 hours of single-minded focus on the craft? That should do it.
Chris Rubin, the founder of CRC – a top branding agency and brand strategy company – has spent the last 25+ years (over 52,000 working hours) developing and refining his brand strategy consulting and brand messaging strategy skills. And that’s just for work.
Chris reads (voraciously) and writes (copiously) in his free time, with an unbroken writing streak of at least 1500 words every day, for the last 9 years and counting.
All this to say that Chris and his team – a trusted startup branding agency—stand ready to accelerate your growth, built on this wealth of expertise and experience in brand strategy consulting.
Let’s move people.
Skilled in the art of delivering Movere.℠
Movere is synonymous with Results.
It stands for emotionally-resonant branding and messaging that moves people and motivates them to take action (read: sales and conversions for you).
Movere transforms simple web copy into a branded experience—a virtual story—that evokes a powerful emotional response, organically and naturally, within the hearts and minds of your defined target audience.
Imagine you’re reading a delightful travel story set on an idyllic Greek island—before long, you start imagining yourself in the traveler’s shoes, living vicariously through them, feeling what they feel—and soon, you’ll be itching to buy that plane ticket to Santorini.
This is Movere at work.
The powerful combination of our skills, experience, and process delivers Movere with maximum efficiency.
Foundation:
First, we secure the bedrock.
First, we secure the bedrock.
- Brand Clarity: Know thyself
- The advantage:
For sustainable long-term growth, you need crystal clarity on your brand’s most authentic self, as an entity. As B2C and B2B brand strategy experts, we help you understand your brand’s purpose, strengths, values, and most importantly, what sets you apart from the competition: your USPs.
- The advantage:
- The outcome:
- Brand Strategy Consulting
- Competitive Marketplace Assessment (CMA)
- Foundational Messaging Brief (FMB): Verbal Brand ID deck—the crucial fundament of your brand communication strategy
- Brand Positioning: Know your audience
- The advantage:
Speak the secret language of your customers, winning their interest, patronage, and loyalty. We’ll help you identify and understand your most valuable audience, and position your brand to reach them most effectively. Our 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 advantage:
- The outcome:
- Brand Positioning Strategy: Target Audience Persona (TAP) study + Brand Positioning Statement—a comprehensive deck that helps you roll out an impactful and conversion-focused brand marketing strategy
- Brand Resonance: Move people with compelling messaging
- The advantage:
Take the final leap toward securing growth. We craft branded, emotionally-resonant narratives—aka convertive copy—that sparks the hearts and minds of your potential customers—giving them the ‘feels’—motivating them to engage with your brand and become raving fans.
- The advantage:
- The outcome:
- Main Narrative messaging, i.e., a Website Home Page copy deck, including UX recommendations
- Supplementary branding support, if required: Brand Naming, Product Naming, Campaigns & Taglines
Growth:
Foundation secured, time to scale.
Foundation secured, time to scale.
- Brand Extension: Amplify impact with ongoing copywriting support
- The advantage:
You have a strong brand foundation, and you’re ripe for growth. Time for compelling, brand-authentic messaging—aka convertive copy—that turns passive browsers into loyal customers. CRC works as your (remote) extended team of experienced brand copywriters, providing robust and strategic copywriting and research services, across media and every customer touchpoint. - The outcome:
- Ongoing copy support from articles and ads, to video scripts, landing pages, event collateral, and pitches, all edited and approved by Chris himself: our senior-most brand copywriter and strategist.
- The advantage:
Pitchcraft:
Pitching in for the win
Pitching in for the win
Pitchcraft:
Pitching in for the win
Have a million-dollar RFP hot in the forge? When it comes to pitching, we’ve been tested by fire—Chris has been crafting and collaborating on winning pitches over the last 25 years, with tremendous success.
Most recently, for pitches targeting pieces of business $10M+, over a 12-month period, he achieved a win rate of 88%, with total new business revenues of $1B for his clients.
With CRC on your team, get ready to bring home the win. Chill the champagne.
88%
Win Rate
+26% vs. average
$1B+
in new
business
over 12-month period
Pitchcraft:
Pitching in for the win
Pitching in for the win
Pitchcraft:
Pitching in for the win
Have a million-dollar RFP hot in the forge? When it comes to pitching, we’ve been tested by fire—Chris has been crafting and collaborating on winning pitches over the last 25 years, with tremendous success.
Most recently, for pitches targeting pieces of business $10M+, over a 12-month period, he achieved a win rate of 88%, with total new business revenues of $1B for his clients.
With CRC on your team, get ready to bring home the win. Chill the champagne.
88%
Win Rate
+26% vs. average
$1B+
in new
business
over 12-month period
How we can help
Brand Strategy Consulting
Results-oriented guidance and inputs on your brand, including brand communication strategy and brand messaging strategy. We are deeply experienced with both B2C and B2B brand strategy.
Brand Identity:
A foundational deck that shapes and guides impactful, emotionally-resonant brand messaging strategies.
Competitive Marketplace Assessment (CMA):
Key insights on your industry, market, and competitors to better inform your brand marketing strategy.
Competitor Research:
Focused study and analysis of competitor products and services, with useful insights to inform your brand marketing strategy.
Brand Positioning:
A detailed Target Audience Persona (TAP) study that identifies your most valuable customers + an authentically targeted brand positoning statement.
Website Copywriting:
Emotionally-resonant convertive copy (B2C & B2B) that aligns with the brand communication strategy and gives people the feels.
Landing Page Copywriting:
Targeted, compelling copy that hooks customers, moves them to take action, thus driving engagement, conversions, and sales.
Video Scripting:
Clear, concise, and moving (pun intended) video scripts, adapted to myriad channels and platforms.
Ad Campaigns & Copywriting (multimedia and integrated media):
Powerful messaging (B2C & B2B brand strategy) that delivers on the brief, fits and jives with your brand lexicon, and converts browsers into buyers.
Blog/Article Writing:
Click-worthy, SEO-optimized blog/article content that is based on in-depth primary or secondary research, and drives conversions/engagement. No fluff allowed.
Naming:
Memorable, attention-grabbing names for your product/service that boost your brand image, and stand the test of time—our naming process is thoughtful, thorough, tested, and proven.
Slogans & Taglines:
Engaging pieces of micro-copy that effectively capture your brand essence/identity, winning loyalty and affinity.
Email Campaigns & Newsletters:
Strategic subject lines and convertive email copy that inspires interest, drives engagement, and inspires loyalty over time.
Pitches:
Pitch-crafting skills that have been tested by fire, and seen extraordinary win rates.
Proofing & Editing:
Error-free, engaging content ensured via detailed, thorough proofing and editing—our process has been finetuned over the years and has multiple quality control systems built in. And yes, we will adamantly defend the Oxford comma.
Creative Messaging:
Any type of communication/messaging requirement that needs a generous dose of creativity + strategic thinking—our brand copywriters are ready for the challenge!
All kinds of Writing, Copywriting, & Content Work!
Looking for a brand copywriter to handle various kinds of writing assignments? We’ve got your back—just tell us what you need.
Not exactly sure which service is right for your brand strategy?
To find out, answer this 20-second quiz!
“…Chris has the ability to add his own voice and style to his writing, while working closely to our client's brief and strategy....”
— David
SVP Client Services
Global Ad Agency
“…We would strongly recommend Chris’ services for anyone in need of clear, effective, compelling branded content.”
– James
Sr. Director of Product
“…Chris’ deep passion for his work continues to push him, and clearly drives his creativity
.”
– Todd C.
EVP Marketing
“CRC comes through for us every time; helping our clients build powerful, unique brands that establish critical mindshare with their targets…”
— Ash G.
Founder/CEO
Remark Growth Marketing agency
We hired Chris for a quick-turn project related to our brand messaging. In just two days, Chris polished and refined our core brand narrative to a point where, for the first time, we finally felt it truly represented the essence of who we are, and what we provide for our customers…”
– Yair L.
VP of Product
Money Lion
“... Chris is an accomplished ACD who I would hire again in an instant.”
– Colin J.
Founder
Omencraft® Design Agency and the pop-art brand Karma Ace®
“We worked with Chris for our brand narrative refresh, and we were not disappointed…The final copy and messaging was everything we had been trying to say, much better said.”
– Jeffrey J.
Founder/CEO
Apto Solutions
“We have been long-time collaborators with CRC for our monthly copy and brand messaging needs. Chris was quick to understand the banking sector, our brand essence, and tone of voice; and then was able to turn around excellent communication pieces and content in just a few days...”
– Christina C.
Director, Communications & Brand
BlueVine
“…CRC has a track record of delivering outstanding results, on-time, with maximum efficiency and returns.”
— Junko U.
Director of Operations
Remark Growth Marketing agency
“…From delivering a meaningful, unique name, to identifying a niche target audience, and composing relevant messaging, CRC has helped me bring my brand to life better than I could have imagined.”
— Drew M.
Founder
Growth In Sight
“From the get-go Chris was professional and easy to work with. I would recommend him to anyone looking for a writer with original ideas who can work with a wide range of personalities and assignments.”
— Martin L.
Group Program Director
Global Ad agency
“Chris explains complex concepts in simple terms and "gets" the bigger picture of what needs to be achieved. He is great fun to work with and an asset to any team."
— Rick B.
Brand Creative Director
Dropbox
"Chris' passion affords him the ability to deliver on a very creative level, across multiple disciplines."
— Thad K.
Founder/CEO
BusinessOnline
"Chris is a passionate client advocate that has a unique ability to work well with a diverse group of individuals.'
— Jeremiah N.
VP, Digital & Marketing Ops
"I consider Chris to be an expert on all the latest trends in interactive marketing, you can be sure to count on his expertise."
— Laura W.
SVP, Experience Strategy
Global Ad agency
"Chris is creative and dedicated... with a passion for quality, and clear communications."
— Dana T.
Founder/CEO
Fashion & Digital Marketing
"Chris was a strong contributor to the creative success of the agency. He was organized, flexible and very good with clients. A pleasure to work with."
— Judy H.
SVP, Creative
Ad agency
"I found Chris to be both strategic and entrepreneurial minded. This gives him the unique ability to clearly see innovative opportunities—a strong forward thinker."
— Stephen H.
Founder
RTC
“We are what we repeatedly do.
Excellence, therefore, is not an act but a habit”
- Will Durant
We write relentlessly.
Chris is on a currently unbroken streak of 1500+ words per day, for the last 7 years and counting. The rest of the Team is following close behind.
We read voraciously.
Books (and reading) have been our dominant pursuit since childhood. This is a pre-requisite for all Team members.
Our favorite reads
We’re lifelong learners.
We’re strong advocates for the growth mindset; never settling for good enough, believing that knowledge is fuel for growth. Also a common thread that connects our Team.
What does CRC do, exactly?
If you need any help with brand strategy consulting, brand content strategy, or actual copywriting, we’re standing ready.
If you’re an ambitious young company, all the better: We’re a dedicated startup branding agency specializing in small business branding and messaging. Chris has spent decades working on B2C and B2B brand strategy at top branding agencies, and now he applies this wealth of knowledge and experience to your benefit.
Here’s a detailed list of our services:
- Brand Identity: Wondering how to create a brand identity? Through deep collaboration with your key stakeholders, we’ll craft a Brand Identity that’s unique and authentic to you, outlining your brand essence, your USPs, and clearly differentiating you from the competition.
- Brand Positioning Strategy: We’ll help you identify and understand your most valuable audience, and position your brand to reach them most effectively. Our Target Audience Persona study (including a brand positioning statement) empowers you to establish a brand positioning framework for emotional resonance by aligning interests with your defined target audience. No more googling, “How to find your target audience.”
- Website Copywriting: We’ll craft compelling, powerful messaging that ably reflects your brand voice and tone, and resonates emotionally with customers. Lighting up their hearts and minds, motivating them to take action (read: sales).
- Ongoing Copy Support: Need a brand copywriter for diverse copywriting requirements? We’ll provide thorough research and copywriting/writing work, multimedia: across every customer touchpoint, from articles and ads, to video scripts, tradeshow collateral, campaigns, and pitches.
What’s the minimum investment required for the different services you offer?
- For Brand Foundation work, (i.e. Brand Identity to Main Narrative Copywriting), the fee is upward of $5000. Good work is not cheap, and cheap work can often be punishingly expensive, down the line. As our clients will tell you—the returns on our good work far exceed your total investment.
- For Brand Growth & Extension: Need ongoing copy support?
Our brand copywriters are standing ready—tell us more, and we’ll work out something in line with your requirements.
Looking for a customized package?
We’ll be happy to accommodate you. Let’s talk.
How do payments work?
We take 50% of the fee as a deposit. The remaining 50% is due upon final delivery. We accept payments via credit card, ACH or wire transfers, and checks.
What’s the average lead time—how long will the entire Brand Foundation process take?
It takes approximately 60-90 days for the entire lifecycle, from Brand Clarity (i.e. crafting a Brand Identity) through to Brand Resonance (i.e. Main Website Narrative). Once complete, you’re armed with unique, authentic, resonant branding and communication materials (the cornerstones of your brand messaging strategy and brand communication strategy), ready to move your defined target audience.
What’s your process?
We’ve written about our process in detail here; but we’re happy to explain it over a call if you have more questions.
Do you work remotely / in-person?
Yes. We are fully remote, and well experienced with making this the most efficient and effective approach; but, in-person sessions can be arranged, on a case by case basis.
Do you collaborate on pitches?
Yes, absolutely.
In fact, we offer a service called Pitchcraft. Chris has been crafting and collaborating on winning pitches for over 20 years.
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.