Sound like you?
You're not alone.
Recent research reveals that consumers think only 5% of brands are truly different from their competitors. Which means the other 95% are not actually brands—they're commodities: price-dependent, generic and forgettable. ​
It doesn't require dominating or disrupting an entire industry. You can differentiate your brand by:
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Delivering a transformation. Look at the perennial example, Apple. They've achieved this by providing the kind of seamless, intuitive experience that promises to unleash every user's creativity. Even if they’re only making cat videos, Apple leaves users feeling like Tarantino's cooler second cousin.
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Connecting on a human level. That means genuinely relating to your audience's values, identifications, beliefs and aspirations. Back to Apple: implicit in their iconic “Think Different” tagline is their belief that you can. That's the top half of Maslow's hierarchy of needs sorted in two words. Which makes for one hell of a dopamine hit. Many a cult has been born of less.
But you don’t have to be Apple. Or a cult. If you achieve these two things—well, my friend, you can count your brand among the 5%.​
I'm here to help.
I've spent over 20 years helping companies connect with their tribes, crafting meaningful brands through strategic positioning, messaging, storytelling and brand voice development.
The clarity this process brings elevates not only the brand, but the customer experience, the company culture … even business decisions.
In fact, it's so fundamental, that I've formalized it into an end-to-end verbal branding solution:​
lingo&lore
Your Complete Brand Voice + Messaging Guide
starting at
$5995
À la carte options available. Contact for pricing.
Go all the way with:
Naming​
You get three seconds to make an impression. If you're lucky. The right name needs only a fraction of that. But so does the wrong one.
That’s why we never start with naming. We start by nailing the research and positioning, from which all great names and killer brands flow.
So if you need a name, combining it with the Lingo & Lore package is a wise move. (It also offers the added savings of having the research and positioning already done.)
starting at
$2495
Visual Branding​
Once your positioning, voice and messaging are honed to a razor’s edge, it’s time to carry it through to the brand's visual expression.
This is where we bring the verbal identity roaring to life. The foundation laid in Lingo & Lore will guide your logo design, typography, colors, iconography, layouts and imagery.
(The best part is I have several award-winning art director compadres on tap for this.)