Website & Brand Strategy Guide
ColourFull Nutrtion
One thing I’ve learned from being a copywriter, is there’s almost no such thing as an over-saturated market. With the right messaging and brand voice, most people can easily differentiate what makes them a necessary addition to the market.
Vera came to me as a new business owner, without a website or much (published) marketing material. What she did have was credentials, years of experience, and a personal story the drove her to create ColourFull Nutrition.
We’re always trying to balance identities when it comes to copywriting for personal brands. For Vera, the big question was how do you capture someone who’s working as a nutritionist and grief support, while staying true to her vibrant “ColourFull Nutrition” brand?
The Brand Voice & Strategy Guide Part
We started with a Brand Voice Guide to make sure she had the messaging and voice down for all her future marketing. Like most projects, I began with her values, mapping how they showed up everywhere from team meetings to client sessions to Instagram posts. Here are two of her values…
Value 1: Creativity
Refresh the way you look at your health
Company: We understand that each person is unique, and we encourage everyone to find solutions that work for them. Personalization gives our clients power and autonomy in their healing journey.
Customer: We encourage you to find creative solutions that work for you because food, grief, and health should be colourful.
Community: There are no clear-cut stages regarding our health because humans are complex. We share resources, marketing, and support to encourage our people to define health in a way that’s accessible to them.
Value 2: Compassion
Your safe place
Company: We care. That’s why we understand that no decision is made in a vacuum and look at health from a big-picture perspective with the five health pillars. We don’t offer advice unless asked because we believe in autonomy.
Customer: We walk alongside you in your grief and wellness journey because we know that life comes in waves, society is working against us, and feelings aren’t linear.
Community: We create a safe environment. We’re trauma-informed, which means we understand the importance of mental health in nutrition and support equitable, intersectional health for all.
Those are just two of her values.
After her values, everything fell into place. Vera has an academic way of looking at nutrition on an individual and societal level. She’s also worked with a ton of different people and organizations. She breaks down complex nutrition science like a professor but chats about it like she’s sharing wisdom over drinks with a friend. That’s why it felt right to say that her brand voice was the “Professor at the bar.”
Here’s what her Brand Voice Guide says,
“ColourFull Nutrition is the Professor At The Bar. We’re educated, informative, and inspired to talk about wellness. Still, we’re down to earth with our casual, empathetic tone, average vocabulary (with a few big words thrown in), and medium cadence (our sentence length isn’t too long or short).”
We wanted to position Vera as a nerd about wellness but with a down-to-earth vibe (which is seriously who Vera is!).
One of the big words we decided to keep? (and you can see them in her website copy here) Equanimity: a sense of balance, calm, and serenity in response to the ups and downs of life or the opposite of being dysregulated.
Like most projects, I worked on her Unique Selling Proposition, Mission Statement, Vision Statement, and Brand Promise before the final part I write: her rally cry.
Let me just share her mission statement because it really encapsulated everything Vera stands for (and ended up being the inspiration for her Homepage headline copy. Brand Voice Guides are amazing!)
We’re on a mission to make healthy living more accessible to those grieving by offering support, education, and compassion in a 1:1 setting. Those going through distressing events deserve to know that there’s health and wellness beyond this present moment.
The Website Copy Part
And then it was time for Website Copy.
Setting the basis for her messaging with her Brand Voice Guide gave us the time and testing to figure out what copy really works for Vera.
And wow! When I look at Vera’s website it was so worth it. Her ideal audience is people working through grief but are ready to start being healthier.
I’ll give you some of my favourite lines of copy from her project…
The Results
When I delivered Vera’s Brand Voice Guide and Website Copy, this is what she said in response:
“Thank you so much x 1,000,000 for your incredible work! No revisions are necessary-- I couldn't have said it better myself!
Truthfully, I had to take in your video in small chunks because I was so overwhelmed by how well you've captured the true essence of what ColourFull Nutrition is all about. There were a few tears shed because holy smokes, it's finally here! After simmering on the idea for the past few months, and seeing it finally come to fruition brought up a million emotions from extreme gratitude to relief to fear to Imposter Syndrome, to all the things”
When I delivered Vera’s Brand Voice Guide and Website Copy, this is what she said in response:
“The whole experience was fun, comfortable, and thought-provoking. I’m highly indecisive so it helps when someone keeps you back on track while I was building a new entity completely from scratch without much to refer on.
The website is up and running and I feel confident sharing it with friends, family and those curious about my services.”
The Team Behind The Results
The Business: ColourFull Nutrtion
The Brand & Web Designer: Hiraya Design
The Brand & Web Copywriter: Anika Rose Writes (me)
