The copy infrastructure your entire brand runs on
A brand story project is not a creative exercise. It is a strategic document that defines what your brand is, who it is for, why it is different, and what it stands for. Every future piece of copy -- every ad, every product page, every email -- should be consistent with these foundations. Without them, your copy changes tone depending on who wrote it and when.
Our brand story and messaging work produces four deliverables: a positioning statement that explains what you offer, who you offer it to, and why you are different from the alternatives in one clear paragraph; an origin story that explains why the brand exists in terms that connect to customer experience rather than company history; a set of key message pillars covering the three to five arguments your brand consistently makes; and a tagline set of three to five options tested against the positioning.
The positioning statement is always the hardest part. It requires you to make a choice about who you are not, which is uncomfortable. Most agencies produce positioning statements that are technically true but describe dozens of competitors equally well. We force the specificity that makes positioning actually work as a filter.
A tone of voice mini-guide is available as an add-on. This covers vocabulary you use, vocabulary you avoid, sentence rhythm examples, and how the brand sounds in different contexts -- social media versus website versus formal documents. This is particularly useful if you have a team writing content and need consistency without constant individual oversight.
- Positioning statement
- Origin story (600-900 words)
- Key message pillars (3-5)
- Tagline set (3-5 options)
- Updated homepage sections included
- Tone of voice mini-guide available
When brand story work is worth prioritising
Brand story work pays off fastest when: you have an established business but unclear or inconsistent messaging; you are entering a new market and cannot rely on existing brand recognition; you are bringing in a new marketing team or agency and need to establish a consistent brief; or you are facing a strong competitor and need a clearer point of differentiation.