Cléa Hernandez
Purpose-driven brand messaging & story systems
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Brands that tell strategic stories win. Purpose-driven brands that tell powerful stories change the world.
I've helped some of the world's most influential organizations discover, shape, and share theirs.
The Story Mining Process
From research and discovery to a brilliant, enduring story that only your brand can tell.
BRAND POSITIONING
Your brand's sweet spot.
There's a trick to great branding that most companies, jockeying for attention in their crowded marketplaces, never achieve. It's not a mind-meltingly beautiful visual identity, and it's not even a product or service that outperforms competitors' offerings. (Although those help.)
The trick is finding the right position. A perfect perch over the industry landscape from which your brand can stand out while addressing your consumers fluently. This is where we begin to find your story: with research into your company, your competitive landscape, and your audiences' needs and challenges.
MESSAGING & COPYWRITING
What you say.
Built from your positioning strategy, messaging creates alignment between what your company does, who you serve, and why it matters. We'll craft a powerful, unified story for your audience’s brand journey that minimizes confusion and maximizes clarity.
Once we define your core messages, we can also apply them to sales and marketing copy for you, paying close attention to how each message should be tailored for different audiences and situations.
VERBAL IDENTITY
How you say it.
Verbal Identity is the way your brand expresses itself in words: the voice it uses (which never changes) and the tones it employs to engage different audiences in different situations.
Our strategic process leaves you with an expressive and consistent brand voice and situation-specific tone variations, demonstrated through an example-rich guide. By referencing this guide, anyone communicating on behalf of your brand can evoke your brand personality.
