Brand Story & Core Messaging
Your answer to “What the hell am I supposed to be saying?”
The foundation for everything you say, everywhere you say it, online and in person.
Hello, I’m Leesa, your refreshingly human brand copywriter.
But let’s talk about you.
You know your business inside out. You know your offering works, and you know it helps people.
But there’s this thing stealing your focus.
A voice whispering in your ear, telling you that your messaging isn’t quite right.
Truth is, you trip over your words when you tell people what you do, your website sounds just like everyone else, and it’s taking forever to get people to a yes.
We’ve all been there! But now it’s time to fix it.
A brand story will give you a solid foundation for everything you say, everywhere you need to say it.
So your business shows up as the truest version of itself, and people get it.
No more bland. No more, what the hell are we saying?? And no more nightmares about missed opportunities.
You have a logo and brand
colours, right? This is the same, but for your messaging.
First, we’ll get clear on your brand personality, values, and voice (because beige and bland don’t build relationships).
Then we’ll create a story all about your ideal customer, what they want, and how you help, so that…
You and everyone on your team tell that same story everywhere potential customers come across you.
Your value becomes clear as a bell to exactly the people you’re trying to reach.
Your marketing gives people the feels while showing them why they should choose you.
You’re not grasping for ideas every time you create something, you know precisely what you need to say.
All your marketing is unmistakably you, and everyone knows what you stand for.
The right people come to you close to a yes because they already get it.
You know exactly who you’re talking to, what they care about, why it matters, how you help…and how to blimmin say it. Online and in person.
I’m a brand copywriter with a background in social sciences and comms. I’m a published author too, so I know how to find a story and how to tell a bloody good one.
I’ll create a Brand Story Messaging Framework that outlines what you do, who you do it for, and why you’re the one to work with.
And we won’t guess what your customers want.
I’ll ask them. So that you can speak directly to their needs and hesitations up front in your marketing.
“Leesa brought so much clarity to who we are and where we're going as a business.”
– Debbie Potter, Founder of Potter Paws
Here’s how it works
● We’ll spend some time getting into the weeds of your business. We can do this in person or online. Bring your co-founders and your right-hand humans! I may be the brand copywriter, but you know your business.
● Then I’ll do my own research on what your customers want before pulling everything together into a framework for all your messaging and communication. And you can go off and do…well, whatever you want, because I’m on the case.
● Within a few weeks, I’ll hand you back something cohesive, empathic, and uniquely you. In your voice, not mine. We’ll go through two rounds of revisions so that you’re happy with the final result.
● You can use it yourself, or to brief copywriters, designers, team members, and new hires. And your marketing and comms will be on point forever after.
There are three ways we can work together on your Brand Story Messaging Framework.
The Core
This one’s for newer businesses getting their messaging clear for the first time. You get your brand story, messaging pillars, positioning statement, online customer research, and a How-To guide for using it all.
£1,200
Click right here for more info on The Core.
The Brand Handbook
Everything in The Core, along with your brand personality, your values, your brand voice essentials, and boilerplate copy.
I’ll also speak to your current and past customers, and the leads that got away, so that we can use their words to shape your messaging going forward.
£2,095
Click right here for more info on The Brand Handbook.
The Works
Everything in The Brand Handbook. Plus five pages of website copy, including your origin story for your About page, optimised for Google and AI search.
£3,897
Click right here for more info on The Works.
The Core
What you get:
Your brand story: who you help, what they care about, why it matters, how you help them, and what life looks like after you.
Your positioning statement outlining what you do, who you do it for, and why you’re different.
Your messaging pillars with proof points and calls to action.
Online research into common objections and hesitations for your business (if you’d like me to speak to your past, current, and missed customers, The Brand Handbook might be a better fit for you).
A guide that tells you how to use it all online and in-person.
So that you:
See your story told through your customers’ eyes.
Know how to explain what you do, who you do it for, and why it matters, online and in person.
Have a clear framework to guide every social post, proposal, newsletter, email campaign, networking pitch, and your website.
This one’s for you if:
You’re a newer business, you’re doing your own marketing, and you want to know what to say.
You’re still working stuff out, so it’s too early to build your brand personality and voice.
You want to be clear on why your business matters, but you’re not ready to flesh out all your values.
This one costs £1,200
(Available in two instalments of £600)
The Brand Handbook
What you get:
Everything in The Core, plus:
Interviews with your current and past customers, and the ones that got away (there be gold in this last group).
Your brand personality, values, and voice essentials.
Boilerplate copy in short and long versions, for your website, bios, proposals and press.
So that you:
Know exactly what your current and past customers have to say, along with the ones you weren’t able to win over (what worked for them, what didn’t, and for the last group, what made them go elsewhere).
Get clear on how your copy should sound, how your business interacts with customers, and the values it lives by.
Have a framework you can use to onboard freelancers and new hires so that everyone is on the same page about the story you’re telling.
This one’s for you if:
You’ve been in business for at least a few years, and you’ve outgrown the patchy messaging you threw together when you started.
You use freelancers, or you’re hiring new staff, and you want to make sure everyone gets who the business is and what it stands for.
You want everyone who comes across your business to get a consistent brand experience.
This one costs £2,097
(Available in three instalments of £699)
The Works
What you get:
Everything in The Brand Handbook, plus:
Five pages of website copy optimised for Google and AI search, including the origin story of your business for your About page.
So that you can:
Be confident sending people to your website knowing it’s going to do the talking for you.
Increase your chances of getting found by AI search and Google (although the words on your website are only one part of this picture, so I can’t guarantee rankings…in fact, anyone who tells you they can is probably chancing their arm).
Stop worrying that your meh website is boring people to death.
Have a clear origin story that builds that human connection while showing people, in action, what’s so special about you.
This one’s for you if:
You know who you are.
This one costs £3,897
(Available in three instalments of £1,299)
We recently worked with Leesa on a brand positioning workshop for our design agency, and the experience was excellent from start to finish. Leesa guided us through the process with clarity, insight and patience, helping us articulate who we are, what makes us different and how we should communicate that to our clients.
The final positioning document was really well considered and immediately resonated with us. I'd highly recommend working with Leesa – she has a real talent for uncovering the essence of a business and turning it into something both strategic and practical.
Chris Cooling
COS Design
Working with Leesa on our brand story gave us an opportunity to come together and reflect on who we are as a business, who we work with, our values and our identity.
It sparked new thoughts and ideas and we realised there were elements of our positioning that no longer reflected who we are now and where we want to go.
It brought so much clarity to who we are and where we're going as a business. We've now got absolute clarity on who we are and clear messaging to take forward. So valuable!
Debbie Potter
Potter Paws
I can’t thank this lovely lady enough, nor sing her praises too highly. I can truthfully say that you have transformed our messaging!
Working with you gave us the focus and space to think deeply about how we approach the whole storytelling thing. Thank you Leesa!
Penny Bradshaw
Ducks Away
We did Leesa's brand story workshop and wow, what an experience!
She really helped us to drill down into the ethos of our own business in order to work out our business 'character', and we even learned some things about ourselves in the process.
It's really good to have an external pair of eyes & ears look at this stuff, as they can see things about it that you might not necessarily be able to see yourself. Definitely recommended!
Zoe Groves
Take One TV
Leesa is amazing to work with. I absolutely enjoyed the workshop, it was so easy to talk to Leesa about everything. She is very good with words and will make sure to convey the exact message you want. Work with Leesa, you won't regret it.
Oana Sarban
Straight Line Review
Hire Leesa. That’s an order.
Dan Tester
Bolt-On Digital
Things people sometimes ask…
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We’ll need a half day together for The Core, and a full day for both The Brand Handbook and The Works. We can break this up or do it all in one go depending on what works best for you.
After that, I’ll need two weeks to do my own research and write a first draft.
We’ll go through the first draft together, check where it’s heading, and clarify any messy bits.
Then I’ll need another two weeks to produce the second draft. We’ll do another round of feedback and amendments after that, and a final polish.
All in all, it should take about 6-8 weeks from start to finish.
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That’s why we collaborate every step of the way.
It’s important that you tell me how it’s landing in the first draft.
This is also a good opportunity to nail down the finer detail and hammer out any kinks.
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Sorry, but no. I’m really good at what I do, but you know your business better than anyone.
If it makes you feel any better, think of all the time and focus you’ll save once the work is done.
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A brand copywriter specialises in brand narratives and messaging hierarchy. I’ll give you a repeatable, scalable framework to use for all your marketing copy going forward. It’s the foundation for everything you say.
A generalist copywriter would use that foundation to write the rest of your copy.
Lucky for you, I do both.
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Honestly? I’m a delight.
No, really.
I love people and I love what I do. Nothing lights me up more than hearing people’s stories, so I’m really good at listening.
I’m Welsh though, so I can be quite candid. If I think something isn’t going to work, I’ll tell you (nicely, of course). And I’ll listen when you do the same.
I think communication is essential in all relationships. So, I’ll always keep the comms going between us. You’ll always know where we are, with clear timescales.
Oh, and I’ve never missed a deadline in my life.
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For The Core, I ask for a 50% deposit up front, with the remaining 50% due within 6 weeks of the work starting.
For The Brand Handbook and The Works, we can do the same, or spread it over three instalments.
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This is where my social sciences expertise comes in.
I have a very special set of skills and some excellent prompts…brace yourself, this bit is fun.
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It’ll help, but no one can guarantee that (and if they say they can, you might want to give them a miss).
Google rankings and AI search answers depend on lots of things like how your site’s built, what other people say about you online, and who you’re up against.
But I’ll give you a fighting chance in your copy
