Brand Identity Copy: The Marketing Foundation Your Business is Missing

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As a copywriter for entrepreneurs, I’ve worked with many amazing business owners who are absolutely killing it in their industries. But as I help them create things like blog posts and newsletters and sales pages, I’ve noticed a trend:

Many of them don’t have a clear, cohesive identity that serves as the foundation for their brand. I’m talking about a brand identity.

What the Heck is Brand Identity?

In a nutshell, your brand identity is all the elements of your brand that define your business and formulate the basis of everything you communicate to your audience.

In an ideal world, these elements come together to form a cohesive foundation for all your marketing. But in reality, that doesn’t always happen—at least not from the start. While some people do invest in creating a brand identity before starting their businesses, not everyone does. Plenty of new business owners simply print a few business cards and then hit the ground running.

And that strategy may work for a while. In the long run, though, the businesses that thrive are the ones that have built up a strong brand identity that communicates their values, while consistently delivering on their promises.

two women talking with laptops open at a desk

Uncovering the heart of your brand

As I’ve recognized this prevalent need for something more fundamental, I’ve created a copywriting package for my clients who want to uncover their brand’s true identity. It’s a service I hope to see more and more creative entrepreneurs and business owners choose. Why? Because it allows us to get to the heart of what they do. That foundational copy can then be used in numerous capacities to benefit their businesses.

Here are the 7 keys to creating brand identity copy:

  1. Company tagline. This is about capturing the essence of your brand, in as few words as possible. It doesn’t need to necessarily describe everything you do, but it needs to speak to your audience and convey your company’s purpose.
  2. Mission and values. Every business, no matter how small, no matter the industry, has a mission. It’s your WHY. It’s the driving force behind your organization. It might not even be obvious to you as the business owner what that mission is—or you might know it, but not be totally confident in articulating it. That’s okay! When we start peeling back the layers, we’ll get to the heart. 
  3. Unique selling proposition. This is just marketing jargon for “what makes you different.” Again, if you haven’t worked on creating your brand identity before, you might not know right away what this is. As your copywriter, I’ll work with you to determine what aspects of your business truly set you apart in your industry. 
  4. Company and/or personal bio. One of the laments I often hear from my clients is, “I have such a hard time writing about myself!” I get it. You can be so close to something that it actually hinders your ability to articulate it well. Often what you really need is an outsider’s perspective on your business, in order to really hone in on the most important pieces. Having a bio that is part of your cohesive brand identity is crucial for running your marketing efforts efficiently. Whether you’re being featured on a podcast, you’re submitting a guest blog post, or a publication is running an article on your business, there’s a good chance you’ll be asked to provide a bio. There’s no need to reinvent the wheel each time if your bio is part of your brand identity.
  5. Company history. Everyone loves a good story. We love to hear about Steve Jobs starting Apple in his garage, and J.K. Rowling writing the first Harry Potter novel on a typewriter as a single mom. Likewise, I love chatting with business owners about how they came up with the idea for their company, and the way they hustled to make it all come together. I include company history in your brand identity because I think it’s important to remember where we started and why, and because we connect best with our audiences when we’re authentic and open about our story.
  6. Brand voice and tone. This is the fun part! How do you want your brand to sound to your audience? How do you want to make them feel? What are some of the words and phrases you catch yourself saying all the time? By fleshing this out, we create a voice for your brand that speaks to your audience and truly sounds like you.
  7. Audience analysis. If you want to really be effective in your marketing, you need to know who your audience is. Hint: it’s not everybody! Everybody can’t be your customer. As we go over the various aspects of your brand, we’ll work through who your ideal client is. Then we’ll create an audience analysis that helps you determine how to best speak to those specific people.

Having a solid brand identity is crucial to effectively communicating and connecting with your audience. Ready to get to work on your company’s brand identity copy? Get in touch with me here!

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What Makes You Different? Use Your Uniqueness to Stand Out in a Crowded Marketplace

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There are a lot of aspects about your business to consider when creating messaging for your brand. But one of the most important questions to ask yourself when you’re considering how to position your brand is: what makes me different?

No matter your industry, the marketplace is competitive. I’m not the only qualified copywriter in the country—or even in my immediate area. So, simply branding myself as a copywriter and hoping my ideal clients find their way to me doesn’t cut it. If I want to stand out, I have to let my audience know what makes me different. For me, it’s my thorough approach to understanding you and your business as a whole, stepping into your shoes, and giving your brand a voice that actually sounds like you. This differentiator is the inspiration behind my tagline: “Words that convert. A voice uniquely yours.”

In marketing speak, we call this differentiating statement a company’s unique selling proposition (USP). It’s the thing that “makes your business unique in a world of homogeneous competitors” (Entrepreneur.com). 

So, how do you do that effectively? Here’s a little exercise that may help you determine what makes you different in your industry.

Let’s Figure Out What Makes You Different:

  1. List the problems your ideal client faces. Then the specific ways your company solves those problems.
  2. From that list, determine the things you are particularly good at. Try to narrow it down to a few main attributes of your company that you really feel strongly about.
  3. Figure out why your past or current clients chose you over your competition. Give them a call or send a quick email just asking a very simple question: why did you choose me? Their answers can help you determine what factors play the biggest role in converting clients. This step is especially helpful if you’re struggling to figure out what you’re truly best at.
  4. Now take a look at some competitors in your industry. How are they positioning themselves as solution providers to your target audience? Which of your strong suits can you use to differentiate yourself from these competitors?
  5. Once you determine your differentiating factor, make sure you love it. This is key! You want to position yourself as an expert in something you are exceptional at. And you want that unique factor to be something your business can stand on for a long time.

Hone in On Your Specialty & Ignore the Distractions

Once you know what it is, your unique selling proposition should be a focal point of your branding. Consistently showing your audience your best side is crucial to establishing yourself as the expert in your field. Don’t get distracted by the shiny new things other people in your industry are doing. Too many creatives and entrepreneurs try to be all the things to all the people—and that can be their downfall. Continue to focus on what you do best for your clients, and they will continue to come to you for your expertise.


Need Help with Your USP?

Need some fresh eyes on your business to help you determine what makes you different? I’d love to help! Let’s chat and see how we can best position your biz to get in front of more of your ideal clients.

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That Time I Had a Baby in a Tub: Eden’s Birth Story

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It’s hard to believe it, but it has officially been 6 weeks since I gave birth to my third tiny human. As if to solidify this reality, we drove my mom back to the airport this weekend. It’s always such a blessed relief when she comes to stay with us, and a steep learning curve when she heads back home.

As I ease back into my routine, I’m reflecting on the first 6 weeks of Eden’s life. The first 6 weeks with your baby is a slow-moving, sleepy time. The days drag, and you feel like you’re not getting anything done (aside from ticking seven Netflix shows off your must-watch list). But then you blink, and it’s been 6 weeks, and suddenly it’s time to get off the couch.

Before I officially get off the couch, I want to share my birth story. This is mostly for me, so that I can remember the wild and amazing experience that was bringing my third baby into the world. But I also want to share it for anyone who wants to know what it’s like to have a baby at a birthing center. This was my first birth that wasn’t in Labor and Delivery, and it was such an empowering experience for me. Here we go!


False Alarm

My contractions started in the middle of the night Sunday the 15th – three days after my estimated due date. They were mild, but coming 5-7 minutes apart, and I couldn’t sleep through them. So I got up and went into the spare room to wait for them to progress. I was up until about 4 a.m. Monday morning, when I finally fell asleep from exhaustion. I called my doula a few hours later. She told me to try to get some rest, so I went to sleep for a couple of hours.

The contractions continued during the day, so I got everything ready for the hospital and packed up the car. My mom and I then went to walk around the mall to see if it would move things along. But sometime early in the afternoon, the contractions fizzled out.

The Mental Tug of War of Prodromal Labor

I was so disappointed—I didn’t even realize you could have contractions with that kind of regularity and not go into labor. When it happened again the next night, I did a little research. Apparently prodromal labor is quite common, especially for women who’ve had multiple pregnancies. According to the American Pregnancy Association, “Prodromal labor consists of contractions that can be fairly regular (between 5-10 minutes apart) and can be painful like active labor contractions, more so than Braxton Hicks contractions. Typically each contraction will last just shy of one minute.”

I spoke with my doula, who assured me that this was quite normal, and encouraged me to try to keep my mind off the contractions by going about my routine, going out on dates, and trying to relax. I did the best I could, but when the prodromal labor continued for days and days, I couldn’t help feeling pretty defeated.

At my 41-week appointment, I passed the non-stress test and the midwife told me I was 2 cm dilated and 50% effaced. If Eden didn’t come by herself in the next 5 days, I would have to be induced. That was really not what I wanted, and it’s what I’d feared ever since I decided to have a natural birth at the Midwifery Center. Induction would mean I would have to give birth at Labor & Delivery instead of the center. It wasn’t the end of the world, but it also wasn’t the experience I’d been hoping and preparing for.

Over the next few days, I tried everything under the sun to try to get labor going. We made labor cookies (delicious; will definitely make you poop if you eat 20 of them in one sitting). I ate spicy food, pineapple cores, eggplant parmesan. I took Evening Primrose Oil, tried nipple stimulation (OW!), and of course did the act that got me into this whole pregnancy ordeal in the first place. NOTHING was working. The prodromal labor continued. I started to accept that I would need to be induced.

Desperate Measures: My 11th Hour Castor Oil Experience

But there was still one thing I hadn’t tried (out of fear from all the horror stories I’d heard), and by Sunday I was ready to do it. I sent my mom out for a bottle of castor oil. According to What to Expect, “In multiple studies of women at term, more than half of those who took a dose of castor oil went into labor within 24 hours—that’s compared to only 4 percent of those who didn’t glug it at all.” 

I figured those were decent odds for someone 10 days overdue. I took two doses of 1 tablespoon mixed in orange juice, with about 4 hours between each dose. It was a little gross, but certainly not as bad as what all the Mommy forums made it out to be. My contractions intensified and carried on throughout the night, but they didn’t get closer together, and I was able to sleep through them that night. By about 11 a.m. Monday, they had fizzled out again.

I was so upset at this point, I lost it a little. It was officially 11 days past my estimated due date, and I was SO done. I took the same dose of castor oil again—a last ditch effort before accepting my fate. The contractions started again. I did the Miles Circuit, which I had done a few times over the past few days on my doula’s recommendation. The contractions intensified. I started to time them, and realized they were now coming closer to 3 minutes apart.

Because of all the prodromal labor, I was a little hesitant to go into the birthing center. I called the nurse and explained the situation. A few minutes later, the midwife on duty called me back and recommended that I come in. In the short time between getting off the phone with Jake picking me up, the contractions had become intense enough that I needed to concentrate through them—and I was finally confident that this was the start of real labor.

Finally in Labor

Jake and I arrived at the Midwifery Center just after 4 p.m. I was 4 cm dilated. The midwife recommended an enema to see if it might speed things along for me. It didn’t sound like the most fun thing in the world, but at this point I was willing to do pretty much anything to avoid induction measures. So I went ahead with that, and then my doula arrived. I labored on the birth ball for a bit, and then she recommended that we walk the halls.

After probably an hour of walking, with contractions coming every 2-3 minutes, the midwife checked me again. I was still 4 cm, so she recommended breaking my water. Since I was 11 days past my due date, only a small amount of water actually came out. But it definitely helped kick my labor into high gear. We walked the halls again. The contractions were now very painful, and Jake and my doula took turns helping me through them with counter pressure on my lower back. My doula continuously reminded me to relax and breathe through the contractions, and to soften my shoulders and bend my knees. I can’t overestimate how helpful those reminders were—despite the pain, I felt in control the whole time.

Afterwards, I was pretty exhausted from all the walking. I desperately wanted a break, so I had Jake help me onto the bed. What followed was the most horrible contraction I’d had so far, and I immediately begged him to get me out of the bed. As painful as the contractions had been when I was upright, that pain was nothing compared to how it felt lying down. With that comparison, it’s no wonder to me why it’s so difficult for women confined to hospital beds to go through labor unmedicated (myself included—I had an epidural during my first two births).

After the horrible bed contraction, my doula recommended I labor in the shower for a bit. She set me up in the shower with a birth ball. I went in on my hands and knees and labored over the birth ball, with the shower aimed at my low back. The contractions were extremely intense now, but the hot water helped to dull the sensation. I stayed in there for a little over an hour as the contractions strengthened.

Okay, Here We Go—The Part Where I Have the Baby in a Tub

When I got out of the shower, I began to feel pressure along with my contractions. I knew the feeling from my previous births, so I asked to be checked again. The midwife came in and checked me, and I was measuring 8 cm. Immediately after the cervical exam, I had a powerful contraction accompanied by extreme pressure. At this point, I was no longer able to control my reaction, and I yelled. This is probably the point Jake started to associate the birth with “something you’d see on Animal Planet.” My midwife and doula suggested I get into the tub and I agreed. 

As they began getting the tub ready, I had another huge contraction, and I knew the baby was crowning. I panicked and yelled something like “I can’t hold her in!” Jake and my doula helped me into the tub quickly. With the next contraction I grasped the doula’s hand and yelled again, “I’m scared! I can’t keep her in anymore!” She assured me I didn’t need to, that it was time to have the baby. She and the midwife helped position me on my hands and knees, and during the next contraction I pushed. I was gearing up to push again when Jake told me to turn around—she was already out.

The midwife placed Eden in my arms, and she started to cry. She was purple and soaking wet and perfect! They wrapped a big fluffy towel around us and gave us a few minutes to rest in the tub. It truly felt like a miraculous moment. After that, everyone helped the baby and me get out of the tub and onto the bed. We had a wonderful hour relaxing with her before the nurses did the whole cleaning up and measuring her bit, and the rest of the family arrived to see her.


There you have it! After a less-than-easy pregnancy, waiting that last 11 days was so tough. But I would do it all again to have the amazing birth experience at the Midwifery Center. Honestly, I’m still blown away by how capable and empowered I felt throughout my labor. The female body is so strong, and the process of birth is truly miraculous.

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