// Capability � Brand voice + identity

Brand voice that's actually ownable.

"Clean," "natural," "thoughtful," "sustainable" - rented language. Every competitor in your category uses it. The work I do is figuring out the language nobody else can say truthfully, then writing it into every customer touchpoint.

01 -- What brand voice work looks like

Most brands have a voice doc that says "we're warm but professional, friendly but expert" - vibes, not rules. The voice docs I write are operationally useful: approved language list, rejected language list, tone rules per channel, content cadence calendar. Portable across team and AI.

  • Voice review - scan every product page, article, ad, and email for off-brand language
  • Voice document - approved/rejected language with rationale, tone rules per channel (web, email, social, ads), example rewrites
  • Cleanup pass - rewrite every flagged violation in voice (Ceremony's was 19 hits cleared to zero)
  • Content cadence calendar - what to publish where and when, structured around the voice you actually own
  • AI prompt scaffolding - voice doc converted into Claude/GPT prompts so AI-assisted content stays in voice
02 -- The "ownable language" filter

The test I run on every line of brand copy: "Could a competitor say this without lying?"

If yes, it's rented. Cut it. The work is finding what's specifically true about THIS business that nobody else in the category can claim. For Ceremony it was "preservative-free shampoo powder, made in small batches on Kaua'i." For Da Life it was "rappel a 60-foot Kaua'i waterfall." Specific, ownable, true.

03 -- What I don't do

I don't design new logos from scratch - that's a different specialty. If you need a logo + visual identity overhaul, I can refer you to designers who do that well. What I do is the verbal layer of brand: voice, copy, content systems.

Logo work IS in scope inside The Setup if you already have a wordmark/icon and need refinement - not a from-scratch identity build.

04 -- How to engage

Voice review: The Roadmap ($497) includes a brand voice scan + ranked rewrite list.

Full voice doc + cleanup: included in The Setup ($3,500).

Ongoing: monthly voice scans included in The Retainer ($1,500/mo) - catches drift before it accumulates as debt.

// Built different. By design.

Want a voice review?

The Roadmap covers your website, paid ads, email, AND brand voice. Same call, same plan, $497 one-time.

Get The Roadmap � $497 See the Ceremony rebuild