THE ANTONYM PROCESS
Good brands exist because someone had something to say. Something no one else was saying. Or, if they were, they weren’t saying it very well. But a voice doesn’t just magic itself out of thin air. Yours didn’t. And your brand’s won’t either.
The most memorable voices speak with unwavering authenticity, radical consistency, and a personality only they can own. They are fiercely comfortable in their own skin. No one says it like they do.
We analyze every opportunity you have to speak to your target audience. And then we craft a voice that creates a relationship with that audience. We leave no approach unexplored, because we’re just as compelled by what doesn’t work as what does.
The antonym of your voice will always expose what it’s really meant to say.
“For last year’s words belong to last year’s language/And next year’s words await another voice.”
PHASE 1:
Immersion
We begin with a full-scale immersion into your brand. Who you are, what you value, where you’ve been. here you’re going, what you binge watch, and how you solve other people’s problems. We ask the hard questions. Spark inspiration. Then we discuss your vision, current positioning, target audience, and goals. We finish with a comprehensive competitive analysis. By the end, we’ll know you better than you know yourself.
Incubation
Then we lay the groundwork. We evaluate what your voice has been doing for you so far, where it’s worked, and where it hasn’t. We word-map and plot your evolution. A deeper dive into your communication platforms will uncover new opportunities, and highlight areas where we can help amplify your impact.
PHASE 2:
Exploration
This is where we get fearless. The point of this part of the process is to believe that every persona is a possibility. In doing this, we witness all the avenues and home in, with laser focus, on the areas where you can confidently set yourself apart from your competitors.
Illumination
We craft your voice with strategic precision. We break it down meticulously, so you’ll never have to guess how you speak again. Your comprehensive voice strategy guide details your positioning, personality, lexicon, who you speak to and how you make them feel, the rules you follow, the rules you break, and how you vibe on social. No matter what the situation, you’ll know what to say and what never to say.
PHASE 3:
Implementation
Your brand voice guidelines become gospel when we help you execute your writing needs. Our expert copywriting services include:
Branding Voice & Tone
Brand style guides, tagline development, brand editorials
Product Launch & Naming: brand naming, product naming, product descriptions, campaign direction, packaging copy, press releases
Website Copywriting: bios, about copy, social copy, web copy, SEO optimization
Content Creation & Social: social media style guides, social campaign strategies, event copy, video scripts, blogs, interviews and ghostwriting, newsletters
Marketing Collateral: email marketing, brochure and printed collateral, advertising copy, proposals, in-store signage, mobile apps, direct mail, education and artistry copy
Copywriting Workshops & Training: 1:1 brainstorming, single or multi-day copywriting workshops, wopywriting consultancy
PHASE 4:
Continuation
You’ve done the work, and now you have a striking brand voice. But a voice is a living thing. The most nuanced ones understand the need to evolve as audiences shift and expand, and methods of communication change.
With continued engagement, we ensure your voice grows with you. Our supporting services offer ongoing strategy so you can maintain a signature voice that reflects the evolution of your vision.
Merak (serbian)
It is the pursuit of small, daily pleasures that all add up to a great sense of happiness and fulfillment.