The Challenge: Create a brand voice companion and tone guide for The Divine Self that will guide all copy and design decisions.
The Desired Outcome: To communicate a clear message to the target audience that compels them to invest in The Divine Self’s line of journals, courses, and coaching sessions.
The Brand Voice: Lighthearted, peaceful, inclusive, optimistic, encouraging
The Solution: Because the target audience is overworked and burned out moms of older children, I was intentional about selecting language that both honors their responsibility as a mother, but supports their desire to explore and embrace who they are outside of that role.
A cornerstone of The Divine Self’s image is positivity and optimism, so careful attention was given to framing negatives/excuses as “opportunities for growth.”
I crafted a comprehensive list of “embrace/avoid” to be direct about the spiritual positioning of The Divine Self’s methodology, and gave a snapshot of our target audience through the Brand Persona guide.
My client’s unique selling point (USP) was designed to provide the rationale for why her expertise and experience differentiates her from competitors. The deep benefits of The Divine Self are that the audience is empowered to break free from conventions and own their day, so that they can live a more authentic life.
I clearly defined our target audience through “Who This Is For, Who This Is Not For,” so that messaging is directed at the ideal consumer.
