Brand Strategy + Writing

Hello Reader.

I’m switching to first person here as it feels more sincere to describe this aspect of my work as myself. Most businesses have a distinct – and compelling – point of view. My role is to help them get clear about it and communicate differentiation in authentic ways, through messaging.

FirstDNA

First, DNA. Then, positioning.

Clients come to me because their communications and, in turn, narratives need clearer, more ownable positioning within their market or industry. When brand DNA is unclear, business opportunities are compromised. In contrast, when the work of uncovering DNA is done thoroughly, a cascade of decisions become the foundation for business health.

I work with Marketing Directors, CEOs, and founders – at all stages of growth – to distill and articulate brand positioning, personality, and essence. Whether for a product or service, a strategic framework is an essential tool for guiding brands and people through complex (or crowded) terrain. The process offers invaluable insight into how to tell a story through the lens of a brand, with all the nuance and specificity that connects art and commerce, and audience to idea.

Connecting Messaging to Mission

The best messaging is an extension of strong brand DNA, whether from a person or organization. This is the most reliable way to say what needs to be said. I develop messaging and tone of voice, so that a brand works in concert with a business. For some brands that voice is confident, sturdy and authoritative. For others, it’s soft, seductive or enigmatic. Messaging is an opportunity to embody the feeling a brand wants to emit to its most important audience. So it’s not just what is said, but also, how it is said.

I regularly create messaging for CEOs, founders, and celebrities in a ghostwriting role. Often, a speech, article or PR-oriented talking points are needed. One of my strengths is extracting the most important pillars of the message to create wording that best reflects the substance of what the person wishes to share with the world. This may be straightforward but it can also involve the work of how to think about – and frame – whatever circumstance is creating a hurdle for the person or brand. This new framework offers the organization a “position” and “world view” from which to operate.

I also work with writers/authors, public personalities, or other “creative” entrepreneurs whose work in the world relies on an original narrative, a defining idea that can be held in the minds of their most important audiences. My guidance allows clients to explore messaging related to external communications like thought leadership, social media, and other content.

Collaborators

I work directly with clients and their creative teams, as well as with these independent agencies with whom I have long and trusted collaborative relationships.