Words & Editorial Guidelines

Tone of Voice

Content and communication from the brand should be forwardlooking, growth-oriented, and spoken with conviction. When I am explaining concepts, explain the situation today for context, but focus on helping people see the vision for the future. Use stories to engage people in examples.

WE WILL SOUND:
  • Future-focused
  • Intelligent
  • Concise
  • Researched
  • Geeky
  • Witty
AND NOT:
  • Feminine

  • Simple

  • Peppy

  • Dry

  • Goofy

Examples

WE WOULD SAY /

Brand Insights

WE WOULDN’T SAY /

Newsletter

WE WOULD SAY /

Evolve your brand.

WE WOULDN’T SAY /

Let me help with your brand.

WE WOULD SAY /

Hello, genius!

WE WOULDN’T SAY /

Hi, lovely!

WE WOULD SAY /

Read our latest article.

WE WOULDN’T SAY /

See our latest blog post.

Brand Vocabulary

NEWSLETTER
  • Brand Insights
FB GROUP
  • In Demand Brand Mastermind
COURSES
  • Brandfluency (Archetype Courses)
  • Brand New Brand (Incubation Program)
  • Demand Lab (Visibility Course)
DISCOVERY CALL
  • Clarity Call
METHOD
  • Demand Method
  • The Clarity Code
TITLE
  • Psychology-Driven Brand Strategist
1-ON-1 SERVICES
  • Brand Transformation
  • The Clarity Code

Words I Use

  • Psychology-driven branding
  • Innate truths (about yourself, your brand)
  • Audacious dreams
  • Timeless archetypes
  • Intuition, instincts
  • Emotional, gut level
  • Emotional buying triggers
  • Favorite/ideal clients
  • Throughline
  • Transformation/evolution
  • Nerd/geek
  • Brain
  • Genius
  • Zone of genius
  • Frankenstein Syndrome
  • Expert/expertise
  • Scale/grow
  • Singularity
  • Shiny-Marketing-Tactic Syndrome
  • Resonance

Not-to-use

  • Girl boss / boss lady / etc.
  • Babe, dear, gorgeous, love (female terms of endearment)
  • Brandality (This used to be the name of the brand quiz. It’s still in the URL, but moving away from this phrase.)
  • Blogger, blogging, blog post
  • Course (use program instead)
  • Fuck, bitch, shit ?
  • Biz
  • BFF

Stories

ORIGIN STORY

Started out online awkwardly trying to emulate what everyone else was doing to be successful. Found my own voice through the brand archetypes.

BIG BRAND GENIUS

Show how hugely successful brands are using archetypes, visibility, and their values to create success.

TROUBLE WITH TACTICS

Illuminate that tactics alone aren’t going to create success. There has to be a clear vision that’s driving you forward.

  • Selling radio ads with bad ROI for clients
  • Trying to design a logo without really understanding the brand

TRANSFORM THE REALITIES OF OUR CLIENTS AND STUDENTS

  • Reassuring affirmation
  • Reminders of their personal power
  • Thoughtful over-communication (release anxiety)
  • Cohort/connection with ambitious peers
  • Carry theory through to implementation

CHOOSE YOUR FUTURE

We move every 2-ish years, to wherever the military sends us. I had no idea what to expect when we started, and It’s been the best situation I could ask for — a “normal” job was out of the question, so being an entrepreneur is the ONLY option for me. It’s taught me that our life experience goes way beyond whatever circumstances that are handed to us. You make life be what you want it to be. And bonus points – we’ve lived in some amazing places. Nashville, Honolulu, and now Italy.

Content Themes

  • Tools to Growth/Scale – relate to branding
  • Unlocking Big Brand Genius
  • Psychology- and emotion- driven branding (my method, process)
  • Pain points/symptoms/limiting beliefs

Off-Topic Topics

  • Game of Thrones, Big Bang Theory, Harry Potter
  • Italy (espresso, cappucino, crazy drivers, navigating a culture where I speak toddler-level language)
  • My amazing hubby (who is an incredible cook, super human at the gym)
  • Parenting my son A (5 years old) and daughter L (2 years old)

Phrases I Say

  • Shut the front door
  • Crazy-pants
  • YAY!
  • I’m rooting for you.
  • NICE.
  • You’re a rockstar.
  • Yesssss!
  • That’s a future me problem
  • Good idea fairy

Style Choices

All Good

Avoid

Use one space after periods. Like this.
It’s OK to use exclamation marks!
We like dots, too… they’re fun.
You’re amazing. So are contractions.
Upper Peninsula of Michigan, USA
Let’s get CREATIVE.
So. Much. Fun.
(I’m telling you a secret.)
I’m extremely happy.

? ? ? ? ?? ? ? ? ? ? ?

NOT:   Using two spaces here.  Single-space works.

NOT: But not too many!!!
NOT: Just keep them to three…..not more.
NOT: You are amazing.
NOT: U.P. of MI (assume international)

NOT: Semicolons; just make the sentence shorter.

? ? ? ?? ?

All writing should be passed through HemingwayApp to revise ‘Very Difficult’ (red) sentences. Use your discretion to edit the rest of their suggestions. Aim for a reading level of Grade 7 or lower.

The Clarity Code

The Clarity Code is for advanced entrepreneurs ($100K+) who need to get their brand out of their brain so they can scale.

Brand New Brand is my incubation program for entrepreneurs who are getting started, and need to build their brand from scratch. It’s for ambitious entrepreneurs who are at less than $100K in revenue, and who want the step-by-step process that I use with my one-on-one clients.

Get fluent in the emotional language of your ideal clients with the 12 archetype-specific Brandfluency courses. Each course is like a secret toolkit to incorporating your archetype into your brand.

The Demand Lab program is filled with practical action steps to live your brand out loud and get more visible.

(When Demand Lab first launched, it was a monthly membership. It’s now being sold as a stand-alone course. This is the best next step for someone that graduates Brand New Brand, or if they already have a clear brand.)