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What do you find is the biggest pain point for founders with copywriting?

One of the biggest challenges for founders and what is sometimes a source of frustration, is not being able to articulate their own story. It’s understandable to believe that the best person to encapsulate a personal journey, the reason for the brand’s existence…is yourself, the founder. But in reality, sometimes the retelling of the intention of the brand is where the magic lies and until you involve people in the process, you can live in your own head too much.

What are the key considerations to get the most our of the copywriting process?

Open up. Be ready to share your story, even the things that may feel insignificant to you – can be the nuggets of individuality a storyteller is looking for.


As a founder, I think it’s important to be aware of other brands that create a reaction in you – good or bad. It helps to understand the parameters of what feels authentic to you. A storyteller will explore the opportunities for your style of verbal identity, but ultimately it needs to be something that you feel confident in retelling over and over, that feels true to you

What is something founders underestimate with copywriting?

For a successful brand, there must be more than the visual elements of the brand, the logo, and the products.  When the visual cues for your brand are removed, will you still be identifiable? Will people still know who you are?

Words form the basis of a meaningful relationship between you and your audience. You can communicate your intentions, articulate your values, provide insight, provide a sense of belonging and engage your customers in conversation by using the right words. But it is in the nuances of words and their meanings that the true sense of a brand can play out. The difference in intonation of words that may appear the same can create an entirely different energy.

What is a brand you feel is impressive?

I always cite Oatly as a brilliant example of creating a unique, immediately identifiable tone of voice. They carved out a white space in the then-emerging dairy alternative market and added instant personality, connection and cult status with their flamboyant, relaxed style. Through an informal “student paper” style approach, they created a community, a unique humour and made oat milk something that anyone who was anyone would be having. They made dairy-free attractive.


Estrid, the razor subscription and body care brand, is another example of creating a unique personality in a category synonymous with function over style, a category perpetuated by outdated messaging and packaging, gender-based pricing and lack of desirability. Through beautiful styling, desirable and tactile product, inclusive messaging and modern imagery, they have created a cult-community that makes shaving…or not…something to shout about!

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