How to get the best of what I do.
I think of myself as a “brand positioning copywriter.” I’m a big believer in the power of a truly differentiating brand position. I think it can make all the difference.
And I can either:
Help create that position and write messaging that backs it up
Or I can take an existing position and write copy that keeps bringing the consumer back to that all-important stake in the ground
And I can do that for a brand new brand or a rebrand
Here are some of the things I routinely deliver in either of those cases:
Brand Position (your stake in the ground that’s powerfully unique in the category)
Brand Purpose (what you’re trying to accomplish for people)
Brand Promise (the infinitely repeatable, super-meaningful tag line that sums up those first two things)
Brand Truths (some people call them “Pillars;” they’re the reasons to believe)
Brand Stories (consumer-facing copy that supports everything — you can use this from Day One)
Revel Vet falls into the brand new brand bucket.
To them, you’re the best human ever.
Within the first five minutes of our workshop, the clients set the tone when I asked, “What are we hoping to get out of today?” And they replied: “We want to know why so many Veterinarians die by suicide?”
Yep, it was heavy. But what came out during our third workshop session (with the help of my Behavioral Health expert) was, everyone involved with the care of an animal is under a lot of stress, due to the simple fact: our pets don’t live long enough.
So Revel Vet (which I also named), has successfully become a clinic where our Brand Promise (the tagline) applies to every staff member and every client on behalf of those pets: To them, you’re the best human ever.