Epitome is a comprehensive, collaborative approach to building your brand. Every facet has been intentionally developed to help you deeply understand and articulate your brand (and yourself) so you and your business can stand out for all the right reasons.
How it all began
I co-owned a branding agency for many years. What we saw over and over again was that businesses investing money in all the wrong places before coming to us. Chasing the dream, buying into the hype, listening to those who stood to profit off of them. Shelling out money to define the brand you want to be, not the brand you truly are never works. Ever. So before you drop another dime into your business, consider Epitome. The most well-though out, compelling, collaborative, and comprehensive approach to brand building there ever was.
My proprietary foundational branding process has been chiseled to perfection over the last decade. It’s the most thorough and enjoyable brand journey you’ll ever be a part of. By the end of our time together, you’ll know precisely who you are, who your brand is, what truly matters (and what doesn’t), what you’re truly selling, who you should be working with (and why), and how to discover, articulate, and position yourself and your brand for optimal results.
Aside from working her wordsmith magic, Melissa helped me dig deep and truly discover my brand’s identity. I knew what I wanted to create for my business, but have always had a hard time talking about myself. Once we had completed the project and she delivered the final package, it brought me to tears. My store no longer felt like just a business - it was personified. It was a living, breathing entity that I could truly feel and was able to communicate to others much more clearly and confidently. She brought my brand to life and helped me gain better focus and clarity for my vision. My branding guide is now my compass. When I have decisions to make, whether it be on a direction to grow the business, who to employ, or even product selection, I consult my brand book. I review it occasionally as a refresher in between big decisions, just to be sure that I’m staying the course. Melissa has great business insight and went above and beyond to make sure that I covered all the bases - things I wouldn’t have expected when I began looking for a copywriter, such as SWOT analysis, my competition, ways to solve my customer’s problems, my unique value proposition - things I didn’t even know to look for. I can’t say enough how worthwhile an investment it was, and how great it was to work with Melissa. I would do it again in a heartbeat, and I highly recommend her for anyone needing guidance with their branding.
Phase one consists of your brand foundation. Your purpose, vision, mission, and core values. I’ve developed a deeply-intensive, unconventional questionnaire to help guide you through the process of developing a solid foundation upon which the rest of your brand can be built.
Your brand archetype is your brand’s character or persona. It’s how we’ll make your brand appear more humanized, thus relatable and trustworthy, to your ideal customers. More than a decade ago I developed the Brand Archetype Quiz and subsequent Archetypal Playbooks. You’ll get your Brand Archetype Playbook as a bonus gift when you partake in Epitome (a $97 value).
Your Ideal Customer Archetype (ICA) represents the person who is most likely to buy from you. The purpose of an ICA is to identify the needs, goals, values, and desires of someone who is a perfect fit for your brand. What you say and do resonates tremendously with them. Once you’re able to clearly identify them and understand what motivates their buying behavior, you can cultivate better relationships, create desirable offerings, and make more sales. So, let’s find out who they really are.
Here we’ll be working on clarifying and defining your authentic brand voice and messaging. Your brand voice, vibe, tone, and communication style say a lot about who you are as a brand. All of this will draw the right people to you, and will gently repel the wrong people. It’s so important to get it right from the very beginning. Here, I’ll also develop a custom word bank and a proprietary phrase you can use throughout your branding.
Here in this final portion of your project we’ll work on claiming your position in the marketplace. This work includes discovering who your competitors are, and showing people how you’re different from them. That last part is the one thing most brands miss. Instead of telling people how you’re better than your competition, we’ll show them how you’re different. The work we do in this phase will help us carve out your niche in the marketplace and isolate your point of difference so we can develop a powerful positioning statement.
When we’re all through with our intensive work together, you’ll receive a stunningly designed, 45+ page customized brand strategy book packed with all of the work we’ve completed together. Lean on it when you need to make decisions, create new offerings, and any time you need to return to your roots. Beautifully Designed. Thoroughly Customized. Temptingly Shareable.