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brand voice

Gloves Off…It’s Training Day.

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Gloves Off…It’s Training Day.

photo: Fabio Barelt

photo: Fabio Barelt

GLOVES OFF…IT’S TRAINING DAY.

If you don’t fight for it, who will?

Last year was a match that made us wise, shine and ready to take on 2019. We have a new chance to forget about yesterday, reset the score, kick some *ss, and be healthier, wealthier, and wiser than ever. It’s time to become the reigning champ we know you are…so training camp begins now, in your great, big, beautiful today!

Knock last year out of the ring.
Health, wealth, and wisdom 
#gainz for 2019 begin now!

CLARITY

HEALTH: The hardest part of training for anything is that first realization it’s time to actually do it. We know it can feel overwhelming to start making big moves for your business, but gathering up the momentum to make that first jump in the ring is a very healthy and empowering decision- it means you’re ready to whoop some *ss!

WEALTH: Creating a wealth of wins for your business means asking yourself serious questions about the goals you want to set to rack ‘em up. The beloved (fictional) boxer Rocky Balboa once said that “every champion was once a contender that refused to give up.” If you’re a contender ready to become a champ, ask yourself “which idea is best?”, “where do I start?”, “how do I make it happen?” and other critical questions that show you’re not a quitter.

WISDOM: Now that you have the momentum to jump in the ring, and you’re asking all the right questions to start making moves, our 1C Consult can provide the gloves-off answers you need to jump-start your training with clarity.

STYLE

HEALTH: The health of your brand is only as good as the health and consistency of your style. If your brand seems to be rocking bell-bottoms from the seventies, a mullet from the eighties, and a scrunchy from the nineties, then your style might need to be straightened out.

WEALTH: We’re in the age of information, baby, which means that you have a wealth of resources all around you. Start by paying attention to what you and your clients are naturally drawn to, and go from there. Research different color palettes you like, inspirational images that speak to you, and photos from your real work that pump you up and remind you why you’re a champ.

WISDOM: Are you starting to see some trends and patterns? Now the real training begins. Our Brand Style Guide curates the best of (signature) images for your brand, identifies inspirational imagery to craft the mood of your brand’s persona, and ties them together with a complementary color palette, typeface and logo usage guide. Let’s retire the mix and match branding and develop a cohesive style that’s a sure winner.

VOICE

HEALTH: It’s unhealthy to mask your true fighting spirit, so stop being a punching bag just to conform with others and figure out what you’re really trying to say instead of padding it. 

WEALTH: There never seems to be a wealth of time, so, get into fighter’s stance and be real with your ideal clients. Winners speak freely and confidently because they know they fight for the good, and there’s no use in trying to please everyone. No matter what you say or do, there’s always someone who’ll retort with “why I oughtta...”

WISDOM: You and your target client are both training for the same thing: to be in the winner’s circle. This means that it’s time to cut the chitchat and have real, pre-match pep talks to share wisdom with each other. Our Brand Voice Guide will train you (and your team) to use your words and find your message in a way that your perfect client understands. Bonus, if you’re not someone who likes to declare themselves a winner, we can write up a bio for you.

CONTENT

HEALTH: Old, underperforming marketing materials aren’t healthy for your brand. The way clients are absorbing information and making purchasing decisions these days means it’s time to upgrade your marketing gear. 

WEALTH: “Curated Content” – it’s the buzzword that isn’t going anywhere. The branded content you put together can either bring in a wealth of new clients or knock you into last year. It's time to up your game with tailored brochures and streamlined proposal templates. 

WISDOM: Marketing materials need to pack a punch. They should communicate your brand visually and deliver relevant information quickly to your client. Our Custom Marketing Materials can break down your services into easily digestible concepts and turn them into branded assets (digital brochures, pricing pamphlets and client onboarding documents) to powerfully communicate your wealth of wisdom to your ideal clients. No more weak BS – just your clear and simple brand message.


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HEALTH: It’s a new year, which means it’s a fresh start to form healthy habits. So, put your dukes up and kick the habit of procrastination once and for all.

WEALTH: The proven method for this one is to do some solid goal setting which can then become an actual game plan. Bust out the pen and paper and take the time to establish a wealth of priorities. Write down other toxic habits you may have that could be an interference to your business and to you becoming your most bad *ss self.

WISDOM: Training to take your business the distance as a solo entrepreneur can be a tough fight. Queue Creative Coaching! With our unique wisdom we’ll take your business goals and work them into an actionable game plan. Plus, our bi-monthly consult calls will keep you on track (ahem, accountable) toward your biggest wins yet.

You have a whole new year with a wealth of chances to make healthy decisions. Make your wisest decision of the year and let us train your brand to kick *ss, take names, and go the distance toward making 2019 a big win for your business.

Gloves off - time to wise to the top.

Schedule your 30-minute complimentary consult,

and let Editor’s Edge train your brand to win! 🙌

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A STAR ISN’T JUST BORN, IT’S BUILT.

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A STAR ISN’T JUST BORN, IT’S BUILT.

photo: Annie Leibovitz

photo: Annie Leibovitz

A STAR ISN’T JUST BORN, IT’S BUILT.

Ever heard of Stephanie Germanotta? Maybe.
Ever heard of Lady Gaga? Definitely!

Guess what…they are one and the same. Lady Gaga’s wild success story is not just the result of her incredible song and dance talent, but also a tale of branding. While she may have been born a star, her star power was systemically built. Gaga leveraged her character from the stage, social media and the big screen to fiercely break out from the crowd and carve a niche for herself all while connecting emotionally to develop a genuine bond with her audience (loyal clients that flock to theaters and buy her albums.) That is the power of a star brand!

“Don't you ever let a soul in the world tell you that you can't be exactly who you are.” – Lady Gaga

So, how do you build a Gaga star-power brand? Well, let’s start with grasping what a brand is and what it isn’t… A brand is essentially the well-defined soul of your business, not just a sleek logo or trendy website. It’s the full Mother Monster that includes your brand voice, cohesive visual style and a clear understanding of your ideal client coming together to form your unique position in your industry. 

Butterflies in your stomach wondering "Is my business ready to become a brand? Am ready to take that leap?” The answer is HELL YES! Put on your “Poker Face,” step out on stage and make that “Money Honey!” Here are seven signs you are ready to headline your brand in your industry.

7 SIGNS TO KNOW
YOU’RE READY TO
TAKE CENTER STAGE

1. YOU’VE BEEN HUSTLING FOR 5-10 YEARS (OR MORE)

You’ve pounded the pavement, been through the wringer and from that, you’ve made adjustments, established processes and have a general workflow in place (even if that means color-coded post-its on your desk). It’s been the “Perfect Illusion” but you’re ready for more.

2. YOUR BUSINESS IS PLATEAUING

The beginning of the ride was up and down, then there was a steep incline in business (which rocked!), and now it’s still all good, but it’s also all the same. If you’re feeling stuck on the carousel, it’s a good sign it’s time to sink your “Teeth” into a brand refresh and rise your star to a new level.

3. YOU L-O-V-E YOUR CLIENTS

The spark is real and your clients are “Dope!” They inspire you. You want to spend more time with them. And honestly, they keep asking you to do more stuff for them anyway so why not make it a win-win situation? (read: sell clients more services and products.) 

4. YOU’RE O-V-E-R YOUR CLIENTS

“Bitch Don’t Kill My Vibe.” Your clients are draining you and the spark has flickered out. Feeling underwhelmed by inquiries and disenchanting leads, you’re definitely ready to find new clients. You desperately want to swipe right on the kind that recognize your amazing talents and make you feel badass again.


5. YOU’RE READY TO MAKE BANK

“Hello, Hello!” Charge. What. You’re. Worth. It’s time. You’ve put in the hours to learn your craft, honed your niche but still not charging what you know you’re worth. The trick is making sure your brand backs up your perceived worth with potential clients to support your pricing. Honestly, you could be only a few tweaks away from earning your dream income.

6. YOU ARE SICK OF BEING UNDERCUT BY THE UP & COMERS

It's bullsh*t. You’re wiser, better and not going anywhere. You’ve got killer systems, established clout and you’re in it to win it. It’s time to take a stand and refocus the spotlight on your business. You already have a “Million Reasons” for clients to book you, the next step is being sure your brand is up to date showcasing your services in a way that is undeniable. You think Gaga would let someone take her spot? Absolutely, not! It’s time to take it to the EDGE!

7. YOU’RE READY TO WORK “ON” YOUR BUSINESS NOT JUST “IN” YOUR BUSINESS

You’re the boss/the brains/the creative and you’re finally at a place where you can really embrace that. Your team is fab, your systems flow (mostly) and now you can take a step back, look at the bigger picture and do the top-level dreaming & decision-making to get there. Our businesses are a “Love Game” of give and take. Too often they just take, take, take our time and our energy but now is the moment for you to give yourself the business you truly earned and deserve. It’s easier than you may think...

Scored high on the list and asking what does it take to make your brand fierce AF? Answer: A solid foundation and a “Goody Goody” glam squad to help you shine. Editor’s Edge develops and defines your Brand’s Style and Voice with our customized guides. Supply your team with the internal tools required to present a cohesive image and voice. Together, we’ll systemically lay the groundwork to strengthen your brand, knock out the competition and attract your fan club. It’s "You and I", baby… We’re here for you. No judgments. Just mad support.

“JUST DANCE” 

over to your screen of choice and 
schedule a free brainstorming session on the “Telephone."
(…even better if you can get Beyoncé on the line too!)
 📩

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Cozy, Content, and Feeling Guilty?

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Cozy, Content, and Feeling Guilty?

photo: unknown

photo: unknown

COZY, CONTENT, AND FEELING GUILTY?

Wrap a towel around yourself and get over it.

As you stare happily out onto the sea with the summer sun on your skin, you might be wondering, “Is my business where I want it to be?” Fair question. It’s important to hit pause and check in. Once you realize that yes, you’re right where you want to be, don’t start feeling guilty! Just remember… 

Happiness is where you are.
 

Now it’s not all smooth sailing & coconut trees - you have to be honest with yourself. But in doing so, don’t lose sight of what’s important to you. For some that may mean choosing not to expand into the national “luxury market” when the local “lovely market” feels just right. For others, the hard-knock hustle is what makes it all worthwhile. Wherever you fall, don’t apologize for knowing what you want instead of conforming to everyone else’s definition of “success.” 

Buuuut let’s not forget, “comfort is the enemy of progress,” so don’t get too snug too soon. Do settle into your business skin (that’s how authentic brands are made); don’t settle for status quo when the newbies come to your market (that’s how companies get forgotten). Stay on your toes! Keep a pulse on your market and a continuous focus on your business (not just in the day to day) to hold on to your slice of happiness. Editor’s Edge can refine your brandtarget your ideal clients and make sure your voice stands out above the industry chatter to keep you at the top of your game. 

Once you discover your professional sweet spot add in your personal goals to build your business around the life you want to be living. Whether that means being on the road most weekends of the year or absolutely not living out of a suitcase, define specifically what your #bestlife looks like.  Now put business and pleasure together, flip it and reverse it to map out your road to cozy contentment. 

Want to kick back guilt free as soon as possible? 

 

We can get you there. 
Let’s get cozy!

 

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Falling in (and out of) Love with your Business

photo: Mark Shaw

photo: Mark Shaw

FALLIN’ IN (AND OUT OF) LOVE WITH YOUR BUSINESS? 

 

Let’s play True or False to find out…

 

1: Just the thought of marketing yourself and your business makes you throw up in your mouth a little bit: TRUE or FALSE?

2: You dream of a specific team of collaborators but don’t quite know how to connect with them: TRUE or FALSE?

3: When you look at your digital galleries, it’s a bit all over the place and even you aren’t sure what you’re selling: TRUE or FALSE?

4: You used to want to buy your clients a drink…now want to throw one in their face: TRUE or FALSE?

5: There’s a disconnect between how you envision your brand and how others see it: TRUE or FALSE? 

 

If you answered “True”
  to any of those questions, it’s time to
work through a few things.

 

Don’t sweat it; we all go through some emotional downs in our business (sometimes that leads to a side-hustle affair). Lucky for you, Editor’s Edge is a great relationship therapist. So just lay back (on our imaginary leather couch), read up and start fallin’ back in love with your brand.

WARD OFF NAUSEA: Authentic content is like ginger ale to ward off marketing queasiness. Create content that really connects with your ideal client and you’ll never have to bust out the barf bag again. 

PLAY THE FIELD (PROFESSIONALLY): Is there a special someone arranging flowers you have an Insta-crush on; or do you keep pinning images by the same art director? Reach out! Gush over how awesome they are (everyone loves a compliment) and propose a collaboration. It could be a match made in industry-heaven.

GET A (DIGITAL) FACELIFT: What you show is what you get. Sit down with Dr. 90210 to curate your perfect aesthetic. Giving your work a nip/tuck will make sure you’re keeping up with the (young) competition. 

EMBRACE EVOLVING RELATIONSHIPS: Your business isn’t as young as it used to be, you’ve outgrown a few things...like those clients who want everything to stay the same – including your rates! They say people come into your life for a reason, and you’re grateful for the support from your long-time clients, but you’ve got to keep moving forward. Be clear in communicating who your brand is and the type of work you're (currently) accepting; we bet they'll start taking you out for drinks. 

SEE YOURSELF MORE CLEARLY: Mirror, mirror on the wall…we all know how that tale ends. There’s no magic apple for this one, only honest feedback will wake you up and get you on the right path. Soon enough everyone will be seeing eye to eye with your brand clearly. 

It’s about falling back in love with your work. From embracing a new (leaner) look to finding your tribe, being true to your brand will take a sad song and make it better. Soon enough you'll be singing it from the rooftops!

Still wondering, “where is the love?”

 

We’ll help guide your search, 
just take a seat on our comfy couch.

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Should I Stay...

photo: Josh Olins

photo: Josh Olins

SHOULD I STAY
OR SHOULD I GO (FOR IT) NOW?

Out with the old, in with the new.

That’s so 2017. Last year had its ups and downs but now it’s time to go full speed ahead into 2018! Did you take a time out in December to reflect on your successes (and learn from your f*ck ups)? Then let’s rock ‘n’ roll because you’re about to kick this year in the a**.

What’s our game plan? 

Kicking out the old, embracing the new and
stepping into 2018 with some swagger!

Let us help get
your brand in formation

 

CLARITY

KICK IT:  First things first, let’s get the ball rolling! It can feel overwhelming to find a starting point but don’t let that paralyze you.

EMBRACE IT: Let the questions guide you. If you’re wondering whether your work is attracting the right clients or your Instagram needs a facelift ask the opinions of those you trust.

STEP IN: Did you find some clarity? Now it’s time to really refine it to drive change this year. Our 1C Consult can get you to that aha moment with some real talk constructive criticism that’ll empower you to get into action (like, now).

 

STYLE

KICK IT:  Vision boards are cute but ditch them for a more intentional Brand Mood Board this year. Honestly, pasting a picture of Kit Harrington on your wall isn’t getting you any closer to that Game of Bones anyway. 

EMBRACE IT:  Start with what gives you and your ideal clients the feels and go from there. Research for color palettes that you like, inspirational images (Pinterest is a rabbit hole of redundancy so look for eye candy outside of your field) and photos from your real work that remind you why you’re a rockstar. 

STEP IN:  Are you seeing a common thread come together? Ding-ding, your brand is getting it’s groove on, visually. Our Brand Style Services take it a step further by curating your brand’s Signature images, identifying inspirational images that craft a visual representation of your ideal client and tying those together with a complementary color palette and typeface guide. No more mix and match style branding!

 

VOICE

KICK IT: Quit the small talk. It’s time to figure out what you’re really trying to say instead of skirting the issue. No more Mr. Ambiguous Guy (or Gal).

EMBRACE IT: There’s no time to waste, you’ve got to talk the talk to walk the walk with your ideal client. We’re not saying you have to be an a-hole but there’s no use in trying to please everyone. Besides, you’ll be much happier when you can speak freely.

STEP IN: Cut through the chitchat and strike up a real conversation with your target client. Our Brand Voice Guide helps you use your words and find your message in a way that your perfect client understands. Bonus, for those who hate bragging about themselves, we can write up a bio that would make your frenemies jealous.

 

CONTENT

KICK IT: If you’re still slinging the same old marketing materials from Y2K, do the planet a favor and recycle them…now. With the way clients are absorbing informationand making purchasing decisions these days, it’s time to upgrade.

EMBRACE IT: “Curated Content” – it’s the buzzword that isn’t going anywhere. From tailored brochures to streamlined proposal templates, the branded content you put together is what’s going to power your business. 

STEP IN: Your marketing materials need to be pulling double duty – communicating your brand visually and delivering important information (i.e. how much you need to get paid) quickly to your client. With our Custom Marketing Materials we brainstorm together to figure out how to break down your services into easily digestible concepts, turn them into branded assets (think digital brochures, pricing pamphlets and client onboarding documents) and deliver them with a ribbon on top (ribbon by request only). No more long-winded, over-stuffed BS – just your brand message, clear, simple and easy to book.

 

ACTION

KICK IT: New Year, new you. We know; we’ve been there. But seriously, it’s time to kick the procrastinating once and for all. 

EMBRACE IT: Bust out the pen and paper because the tried and true solution for this one is goal setting. You have to take the time to establish priorities and how to game plan where you should be going. 

STEP IN: Truth be told, going at it alone as solo entrepreneur makes this particularly challenging but not impossible. Cue Creative Coaching! Bi-monthly consult calls help keep you on track (ahem, accountable) to those creative goals so you can work ON your brand and not just IN it. 

 

We’ve heard that parting is such sweet sorrow but there are some things worth saying goodbye to.

 

If you’re ready to kick it,
Editor’s Edge can get you
steppin’ in to the New Year!

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Cut the Crap Out & Connect with your Client

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Cut the Crap Out & Connect with your Client

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CUT OUT THE CRAP & CONNECT WITH YOUR CLIENT

Let’s talk some real shit…there’s a lot of crappy content floating around out there!

Content creation? It’s one of those time-consuming tasks that often gets pushed further and further down the "I should do" list. But there’s hope because we’ve got a little secret to make content work for you. Make it niche, make it specific and target it to your precise client.

Let’s consider Poo~Pourri, “The World’s Best Before You Go Spray,” which has made a business out of your business. Ten years, one viral marketing campaign and a valuation of $300 million, it seems like they’ve got their shit together. All poop-puns aside (forgive us, it’s too much fun!), Poo~Pourri is taking a traditionally taboo-topic, applying hilarious branding, hyper-targeting their audience and sparking up content around poop that’s paying the bills.

How are they doing it? Let’s get some pointers from Poo~Pourri…

WARNING: Potty mouth humor below 💩 

Case Study:
Getting under the Lid with Poo-Pourri

1. Content: Video
Connection: This shit is entertaining! From their very first viral video, Girls Don’t Poop, Poo~Pourri has been showing it like it is, bringing up relatable situations that might strike a chord with familiarity. And they do it with flair! They’re not laughing at us; they’re laughing with us.
Copy That: Make your client feel like you GET them. Yes, being on camera can be intimidating but start small with Instagram Stories or Facebook Live and see how your core audience reacts. Editor’s Edge Tip: Please don’t record while sitting on the toilet!

2. Content: Imagery
Connection: Poo~Pourri brand photography is on point. Their look is consistent, their product styling is simple, yet cheeky, and their overall online and social experience is consumer-friendly.
Copy That: We are ALL about the imagery. Take a minute to re-assess your brand’s photography. Does it all flow together? Does it tell a cohesive visual story? Customers have to understand your offer in 3 seconds or less – on all your channels. Curate imagery to be uniquely your brands!

 3. Content: Instagram
Connection: Okay, if Poo-Pourri can have a good looking Instagram we don’t want to hear why yours looks like shit. They balance curated images, product photos and on-brand pull quotes (even building in client feedback – so smart!) in their feed sparking a conversation around their product without asking for a purchase every post – because people are tired of that crap.
Copy That: What is your brand all about? Consider what related topics your ideal client is interested in, show and talk about that too! You’re way more likely to create that connection and grow your followers once you establish something in common.

4. Content: Thought Pieces
Connection: Who knew there were so many content-friendly topics related to poop? Well, there kind of weren’t until Poo~Pourri made them up. Clicking into their “Throne Diaries” blog you’ll find topics like “Bathroom 2.0,” talking about bathroom trends, and “It’s Only Natural,” which goes into the science behind number 2.
Copy That: Your core audience is coming to you because you know your shit! Consider yourself a thought leader in your niche. We bet you can come up with tips, tricks and some “on-no-she didn’t” stories to entertain your crowd! Soon enough you’ll be known as the certified go-to person for your industry.

 5. Content: Voice
Connection: To say that we LOL-ed at least ten times while on Poo~Pourri’s site would be a conservative estimate. They know what they’re selling (it’s a bit awkward), and they went all in on it…to major success! Silly snippets are scattered across their site (ex. “Flush yeah!”) and social copy, making it very fun to talk poop.
Copy That: We LOVE a good brand voice, and Poo~Pourri is the shit when it comes to speaking to their core audience. Do a self-assessment on your brand, your brand’s personality and how you would literally “talk” to your client if your brand came to life. Making that conversation real and authentic is how to cut through the crappy chatter to find your core audience!

Feeling relieved?
Time to wash your hands and
GO DO EPIC SHIT!

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