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In a sentence or two, can you explain your brand’s actionable reason for being? In that same phrase, can you also pinpoint who you serve, how you serve them, and why?

“I've found the passion in what I do for a living, and translated that into a nonprofit world. To do it for good by helping these local entrepreneurs.”

Working with people who bring so much talent, curiosity, and care to everyday life is a rare gift. It's important to recognize how special the people on our team are, like our Senior Copywriter, Mary Nunes.

Emotion and aspiration should lead product messaging for beauty brands. Claims should be secondary. If you don’t lead with brand aspiration, you don’t have a brand.

“I love listening and learning. No one likes working with someone who only wants to see things one way.”

It's meaningful to recognize the work that went into making something special. Antonym has built a particular niche of expertise when it comes to nominating people or products for industry awards.

“Sometimes when dealing with time or budget constraints, you're forced to make unexpected creative moves. I think I've learned to go with that. You can always bounce back, and it gives you a surprise.”

In addition to our brand voice strategy and copywriting work for lifestyle brands, Antonym helps individuals who have a lot to say but don’t always have a lot of time to say it.

How would your brand’s friends describe it? What would get it hot and bothered at Thanksgiving dinner with its extended family?

Would you rather work with a brand strategy agency that provides a rigid scope or crafts bespoke engagements that intuitively leave room for unexpected discoveries?

“The transparency is worth the risk. Being super transparent about what I can and can't do as their lawyer is essential. That's the core of my practice: being very, very open with people.”

Most brands have no real strategy for executing their voice. Why?

The process is as illuminating for founders as it is for potential investors, as elevator pitches and ideas in the ether take shape into something real.

Has this happened to you? You make a surprise connection in an unexpected place (the elevator, combing through Sephora, an intimate dinner party), and someone says, “Tell me about your brand.”

Your audience is smart. Automating your brand identity, voice, or messaging will result in the loss of meaning. So how, when everything is changing so fast, can you maintain your brand’s grasp on humanness?

“Talking about real people and real impact is the way to bring business stories alive.”

Crafting a succinct and direct yet nuanced Reason to Believe can seem like an insurmountable hill to climb.

Building and maintaining a successful brand requires a particular alchemy.

What’s the secret to effectively embedding differentiation into your positioning and messaging strategy?