CHALLENGE: All written communication and marketing vehicles for a brand need to convey a consistent brand voice. What is a great way to acutely define a brand and ensure any writer stepping in can project the right branding?

SOLUTION: My PR background comes into play to set clients up for success as brand positioning is the key to effectively create brand awareness. So for clients who are new, have not yet established or fully defined their brand or need a branding refresh, I offer to create a brand messaging and copy style guide. This uncovers and details a brand's identity and sets or refines its tone of voice. It will inform the copy for all channels for easy reference for anyone writing for the brand in the future.

Guidelines will include the following that will help ensure a cohesive brand representation throughout all communications:

• Brand Positioning Statement (tagline to use at the top of your website's homepage)

• Unique Sales Proposition (USP) - correlates with the above

• Mission Statement

• Service Values

• Unique Sales Proposition (USP)

• Audience Persona

• Key Messaging

• Brand Tone of Voice / Traits

• Copy Style

• SEO Keywords

RESULTS: Clients have been please with the brand positioning documents that I’ve devised. One is featured in the Moonstone Skin & Body Care Case Study and excerpts from other clients’ guidelines are featured here. It served as a great tool even for me to ensure that the client and I were on the same page in how to represent the brand in the copywriting that I created for their website, social media and marketing materials.