Branding   *   copywriting   *   naming

Not everyone needs a copywriter, but if you do, you know that brand positioning and messaging isn’t just about ticking off your specific offerings and hoping that a potential customer sees a good match for his or her needs. It’s about creating and curating a mood and a story that is reflected in every aspect of your brand identity—from the look, feel and functionality of your website to your various design choices, to the words you use to convey who you are and why a stranger should care. Devoting the same level of scrutiny to your word choices as you do to your design choices is crucial in converting that stranger into a loyal customer. I believe that, at the heart of this task, is story. It’s the thread that takes a faceless entity and works it into a personality and a feeling. Stories are how our brains make sense of the world. Always make sure you tell a good one.

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While seemingly simple, selecting the perfect name can be a tricky task that requires consensus, an eye toward the future, and a survey of not just the immediate competitive landscape, but the naming landscape as a whole. Like anything, language evolves, and certain types of names may have shorter shelf lives than other. Some names may have more appeal internally than to the wider customer base. The truth is that every company wants something distinct and creative—yet not so “out there,” as to alienate. The goal is to find where your ideal name falls on the continuum and to have options. I’ll work with you over multiple rounds of presentations, vetting and discussion to arrive at a name that says exactly what you want to say about your brand’s personality, its present offerings and its future ambitions.