THE ANTONYM PROCESS

Iconic brands have an electric command of language. They speak with piercing authenticity, devout consistency, and a rare confidence. They don’t obsess over playing nice because they don’t require everyone’s affection. They know their audience; they speak to them, and them alone. But their voice doesn’t magic itself out of thin air.

Step by step, we craft a singular voice for your brand. We conduct a full audit of your current communication strategy and its effectiveness, analyzing every opportunity in which you speak to your target audience. Then we break down your competitors, evaluate their voices, and begin the process of reshaping yours. We workshop different personas, try them on, see what fits. We relish every no, because the antonym of your voice will expose what you really mean to say.

 
 
 
 
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PHASE 1:

Immersion

The process begins with a full-scale immersion into your brand. Who it is, what it values, where it’s been, where it’s going, and how it solves other people’s problems. We probe. Ask challenging questions. Then we discuss your vision, current positioning, target audience, and goals. By the end, you help us know your brand better than you do.

ANALYSIS

Next, we audit. Don’t be scared. It’s fun. We evaluate where your brand’s voice works, and where it doesn’t. We word-map and plot your evolution. A robust investigation into your communication platforms uncovers new opportunities, and highlights areas where we can amplify your impact. We finish with a comprehensive competitive analysis, so you know where you stand against the competition.  

 
 
 
 
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PHASE 2:

WORKSHOP

This is where we get fearless. We lead a live workshop, you release your expectations, and together we conceptualize different personas. When it works, we keep it. When it doesn’t, we determine why, reverse it, and consider it from another angle. At the end, we align on the fundamental traits of your brand’s personality and the key elements we need to begin developing your brand voice strategy.

Illumination

We define your brand’s voice and break it down meticulously, so you never have to guess how it speaks again. Your voice strategy deck details your brand’s positioning, personality, lexicon, who it speaks to and how it makes them feel, the rules it follows, the rules it breaks, and how it vibes on social, complete with carefully constructed examples.

 
 
 
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PHASE 3:

 Implementation

Your brand’s voice is on point. Now we actualize it. Our expert copywriting services include:

 
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  • Brand style guides

  • Tagline development

  • Brand editorials

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  • Brand naming

  • Product naming

  • Product descriptions

  • Campaign direction

  • Packaging copy

  • Press releases

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  • Bios

  • About copy

  • Social copy

  • Web copy

  • SEO optimization

 
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  • Social media style guides

  • Social campaign strategies

  • Event copy

  • Video scripts

  • Blogs

  • Interviews and ghostwriting

  • Newsletters

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  • Email marketing

  • Brochure and printed collateral

  • Advertising copy

  • Proposals

  • In-store signage

  • Mobile apps

  • Direct mail

  • Education and artistry copy

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  • 1:1 brainstorming

  • Single or multi-day copywriting workshops

  • Copywriting consultancy

 
 
 
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PHASE 4:

EVOLUTION 

A brand voice is a living thing. The most nuanced ones understand that evolution is necessary as audiences shift and expand, and new communication methods unfold.

With continued engagement, we ensure your brand voice never falls stagnant. Ongoing strategy and copywriting services keep it nimble, daring, and the envy of every competitor.

 
 

Merak (serbian)

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