Brand voice, copywriting + content strategy

There are some rare experiences that feel transformative *while* you’re living them. Saturday night was one of those for me. I sat in Cremorne Theatre at QPAC for a very special family and friends performance of Tae Tae in the Land of Yaaas!, created by @shakeandstir . Next to me was an extraordinary woman – @itsme.taetae – whose indomitable spirit, resilience and tenacity shine through. I won't say she's inspiring, because I know she hates that. But her mindset and outlook on life are incredible. I was lucky enough to work with her two years ago when I wrote her website copy. I knew elements of her story, but I’d never met her in person. On Saturday, I felt honoured to be invited to the performance, which just so happens to be based on Tae's life story. I laughed. I cried. I danced in my seat. I cheered. And something profound shifted in me. I remembered why I’ve always loved live theatre. My gosh, this production (written by Tae’s sister Nelle) is *extraordinary*. It closes on Sunday 17 September so if you’re anywhere near Brisbane, get yourself a ticket post-haste. It reminded me of what brings me genuine joy. (Writing, not just for clients but for myself.) It opened my eyes to the challenges faced by people with a disability and how important representation is. I’d never seen an actor in a wheelchair telling her story on stage – and it was incredibly powerful to see the world from that perspective. It reminded me of how joyful and inclusive the theatre world is. There were sparkles and sequins galore, audience members in wheelchairs, and drag queens, all welcomed with open arms. And it inspired me to reconnect with what brings me joy – writing for fun – and never let the world be too grim or too busy to let that slip away. Thank you Tae, for not only keeping your own spark glimmering in your darkest moments, but for bringing it alive in others too. TL;DR: Buy a ticket to Tae Tae in the Land of Yaaas! while you can. If that’s not possible, support your local artists, performers, writers and musicians. They deserve to be heard, and the experience might just be as uplifting and life-affirming as this incredible show.

The show must go on. Last night, the Tony awards went ahead, despite the prolonged Writers Guild of America strike. The Tonys celebrated the best of Broadway – without a script – amidst the first writers’ strike in 15 years. To put that into context, Netflix was still mailing DVDs during the last strike. (Thanks to The Hollywood Reporter for that tidbit, which makes me feel older than Blockbuster^.) Over 11,500 writers are striking to negotiate better wages and working conditions. One of the hot-button issues is the use of AI. Unsurprisingly, writers are concerned that movie studios will replace them with a robot. They want a guarantee that AI will be a tool used *by* writers, not a tool used *instead* of writers. After a stellar @thedigitalpicnic workshop last week, my eyes are open to the possibilities of AI, above and beyond content creation. It can: ⚡️ give insights into your target audience ⚡️ spark content ideas ⚡️ generate hashtag sets ⚡️ help identify which content themes will resonate ⚡️ find effective calls to action ⚡️ suggest suitable social media goals BUT, as someone who writes for a living, I also value creativity, originality, and the joy that others’ writing brings me. It’s one thing to use ChatGPT for business efficiencies; it’s another to use it to generate a cheap movie script. So it was heartening to see what Tom Stoppard said after Leopoldstadt won the Tony for Best Play. (This was his 5th Best Play win, more than any other playwright in history.) “I’m teeming with emotions that a ChatBot couldn’t even begin to understand.” 💥 ChatGPT is useful for some tasks but, in my view, it won’t ever replace the artistry of writing fiction, memoirs, plays, or scripts. Thoughts? ^ Turns out I *am* older than Blockbuster. News I didn't really need.

Bioré recently pulled an influencer ad, which implied their skincare product helped reduce anxiety after a school shooting. They’ve since apologised, for good reason. The TikTok video was made by a student at Michigan State University – the site of a horrific shooting in which a gunman killed three students earlier this year. In it, the influencer speaks of “struggling from seeing the effects of gun violence firsthand”. It’s no surprise she experienced a feeling of “terror” and “countless anxiety attacks” in the aftermath. But here’s where the video* goes wrong. As upbeat music swells, she says: “Join me and Bioré Skincare in speaking up about mental health!” She smiles as she pops a blackhead-removing product on her nose. The implication? School shootings are tragic, but they’re easier to deal with if your skin is clear. The TikTok video was removed within 24 hours, and Bioré swiftly apologised, saying: “Our consumers have told us that mental health is one of their biggest priorities. It’s important to us to provide meaningful support on this issue.” But it’s one thing to provide meaningful support. It’s quite another to use mental health as an excuse to sell more products. Brand values should be honest and unique. They define what your company stands for, and should guide how you behave and what actions and choices you take. Let’s say a core value for your clothing business is “transparency”. How are you living this out day-to-day? Are you honest with customers about where your products are made? How material is sourced? What the supply chain looks like? If you haven’t identified what the brand value looks like *in action*, it’s just fluff. The same goes for mental health. If Bioré is, as its Insta post says, committed to “working with social media influencers … to amplify authentic, unscripted stories … to help reduce the stigma that surrounds mental health”, then do that. But don’t co-opt a serious issue to manipulate your customers, equate self-care with skincare, and drive sales. * Full disclosure: I didn’t see the video before it was pulled. I’m basing my thoughts on the excellent reporting from Jessica Defino, NYT + The Washington Post.

“Having a personal brand is no longer a choice; it’s a requirement.” So says Aliza Licht in her latest book, On Brand. No matter what industry you’re in, Aliza says that having the right skills is no longer enough. You need a clearly defined personal brand to set you apart – one that clearly communicates who you are, what your values are, and what you do well. This is true whether you’re a small business owner, a solopreneur, or a corporate executive. Having a strong personal brand means your name is dropped in rooms you’re not in. And, let’s face it, people will form an opinion of you regardless of whether you make an effort to shape your narrative. Buuut, last week I spoke with two fierce female founders who were uncomfortable with the idea of having a personal brand. They didn’t want to come across as salesy, didn’t think it was necessary, and thought their work should speak for itself. I’d love to know what you think. On a scale of 1–10, let’s say: 1️⃣ Forget it, having a personal brand would make me feel like a wanker 🔟 Bring it on. I understand the value in having a personal brand and am fully on board. Where do you sit? 👇

What do you think the second icon in this photo represents? Context: this was a sign at a campsite in the Grampians. When I first saw this, I thought it was a swimmer below the water and assumed it meant “no swimming” (in case you drown). Another hiker said it looked like a UFO. But it actually signifies a drone. I understand why Parks Victoria added an icon. It makes the sign more inclusive for travellers who don’t speak English. But clarity is more important than cleverness. If you leave your audience in doubt about what they’re seeing, it needs a re-think. Katelyn Bourgoin recently highlighted new research that shows emojis are most effective in social posts when they *supplement* the message. Emojis need context to be understood. An emoji + copy is more persuasive and will get more engagement than an emoji on its own. So, use a message like this: Spend $50 and get a mystery gift 🎁 Rather than: Spend $50 and get a mystery 🎁 The same is true of this sign. It would have been more effective if it included copy saying “No drones”. Next time you write a social post, don’t use emojis in place of words, but use them to reinforce your message. And I highly recommend following Katelyn on LinkedIn or subscribing to her newsletter, "Why We Buy". Photo ID: A vertical sign in the Grampians shows three icons crossed out, which represent things you're not allowed to do at the campsite: no fires, no drones, no littering. However, the second icon is ambiguous and looks like a drowning swimmer or a UFO.

What can we learn from Kevin Costner about active voice vs passive voice? Yep, really. His divorce statement was a passive voice masterclass – and a masterclass in why I use it sparingly, if at all. Let’s dig into the statement: "It is with great sadness that circumstances beyond his control have transpired which have resulted in Mr. Costner having to participate in a dissolution of marriage action.” Passive, right? Circumstances “have transpired” beyond his control, which “have resulted” in Kevin “having to participate”. Uh huh. (I feel like I’m channelling Logan Roy with that phrase.) Kevin paints himself as a victim of someone else’s decision, absolving him of any responsibility. I bang on to corporate clients all the time about why they need to use active voice. It is: 🔎 clearer 🔎 more direct 🔎 more concise And, it makes it obvious *who* is responsible. People often mistake passive voice for being more professional. But it can sound bureaucratic, stuffy, and evasive. It’s also less direct and can deflect blame, which is why it’s often used in PR statements and by politicians. In active voice, the subject of the verb performs the action. Active = “The board decided” Passive = “The decision was made” Active = “Our maintenance section will investigate the cause of the electrical failure.” Passive = “Further investigation will be required to determine the cause of the electrical failure.” ☝ This passive voice example doesn’t answer *who* is responsible, or clarify whether an investigation will actually take place. TLDR; Don’t mistake passive voice for professionalism. Active voice is generally best for corporate or biz writing. A brand style guide will include what sort of voice and tone is best for your brand.

I didn’t want to go to the Grampians last week. I had looming deadlines. Two recent deaths in the family. A son who currently needs a lot of emotional support. It seemed like bad timing. Selfish. And, quite frankly, I didn’t know if I’d have the energy to hike 20km a day or make small talk with strangers over dinner. 👇 But check out the smile in the photo 👇 As one friend said, I look “so alive”. So just in case you need it, here’s your reminder to: 🏝️ Book that holiday 🛁 Take the time out 🥾 Do something just for *you* Work will wait. Your business won’t fall over. Your family will be ok. I’ve come back physically exhausted but emotionally refreshed. And it was a treat to spend time with my mum, who recently lost her best friend and travel companion. At the start of the trip, she didn’t know if she’d ever take another hiking holiday again. At the end of the trip, she was googling hiking options in Scotland. My perspective shifted with time away from the daily grind – just as my idea of “success” has changed over the years. These days, it’s less about a fancy title and more about finding balance between work and family. Doing meaningful work, but having energy left over for the people I love. PS. If you run a business or marketing team and feel like you’re trying to do *all the things* and getting nowhere, it’s ok to outsource! Send me a DM if you need help with content strategy, brand voice, or awards submissions – I can even do a day rate to help get a campaign or big project over the line. #GrampiansNationalPark #ContentMarketing #ContentStrategy #AwardsWriter #BrandVoice

JLo launched a new product last week – but one that seems intensely off-brand. This makes it seem disingenuous and money-grabby. In the promo for her line of low-calorie alcoholic spritzes, she says she’s been grinding non-stop for decades and is now realising the importance of enjoying life. She wanted to create something to enjoy with friends and family, with no artificial ingredients or sugars. OK, so far so good, you might think. She obviously looks after her health, so a low-calorie option makes sense. The photography is gorgeous (helped by the Italian backdrop), and her skin is *glowing*. But let’s look at the broader context: ☝️ She’s famously a non-drinker. Years ago, she told US Weekly that she doesn’t drink, smoke, or have caffeine. “That really wrecks your skin as you get older,” she said. ✌️ She’s married to a man who’s been open about his struggles with alcohol addiction. Obviously, Ben Affleck is responsible for his own sobriety, but it feels confusing at best that she would create an alcohol line to share “with friends and family”. 🖖 It’s such a needle scratch branding decision. Alcohol-free drinks are exploding in popularity and people want AF alternatives that feel special. A line of refreshing, elegant mocktails would be a *much* better fit with her personal brand, healthy lifestyle, and brand values. Even the comments on her Insta post are filled with people calling her out, saying they’re confused and disappointed by her hypocrisy. How can we apply this off-brand venture to small biz and building a personal brand? First, make sure your product and services match your brand values. If you talk about being a climate change advocate, show this in your case studies and web copy. Don’t include a testimonial from a coal mine client. Second, authenticity is crucial. There’s no point talking about a daily routine of cold ocean swims and green smoothies if you actually start your day with a sleep in and three coffees. Third, don’t just focus on your shiny successes and gloss over the hard parts. You'll be more relatable if you share some of the tough parts as well. What do you think? Any other off-brand examples as startling as this one?

How do you stand out in a world of AI-generated content? Having a consistent brand voice is a great place to start. This is something that AI just can’t do. Having your own, distinctive brand voice means: ✨ People will *know* it’s you without looking at your biz name ✨ You’ll build trust and connection with your customers ✨ You’ll save time and money ✨ And stand out like a technicolour, sparkly goddess 🧜‍♀️ in a sea of beige and blah But it’s not airy fairy or hard to follow. When I develop a brand voice for a client, it comes complete with brand guidelines, which cover: ✏️ *How* to capture your brand’s essence and personality ✏️ Best-practice examples where you’ve really nailed your content ✏️ Words you love and words you loathe ✏️ Tips and tricks to express your brand voice ✏️ Technical guidelines so your language, grammar and formatting are on-point. Forever. This means no matter how many people write for your business, they’ll pick up on your style, personality, and tone of voice in a heartbeat. Sound good? Send me a DM if you’d like to chat. Helen

In 1970, professional women’s tennis player Billie Jean King won the Italian Open and pocketed $600. The men’s champion Ilie Nastase took home $3,500 – almost six times more for the same event. To put this in context, Rod Laver had become the first player to earn more than $100,000 in a season the previous year. Comparatively, $600 was a pittance. The thinking at the time was that men were better at drawing crowds and deserved more prize money. (Let's face it, some people still think that.) So, what did Billie Jean King do? Continue to play for an unliveable wage? Nope. She envisaged a better future for women’s tennis and gathered a group of brave women who were willing to give up their careers for the good of future generations. This group, coined The Original Nine, included seven Americans – Billie Jean King, Rosie Casals, Peaches Bartkowicz, Julie Heldman, Nancy Richey, Valerie Ziegenfuss, and Kristy Pigeon – as well as two Australians - Judy Dalton and Kerry Melville Reid. With the backing of World Tennis magazine founder Gladys Heldman, they started a rival women’s tour in pursuit of equal rights, signing symbolic $1 contracts. They risked everything in the fight for equality – being suspended, stripped of their rankings, and banned from competing in Grand Slams. As Billie Jean King said, they had three goals: ⭐️ That any girl, no matter where she was born, would have a place to compete ⭐️ To be appreciated for their accomplishments, not just their looks ⭐️ To make a living from tennis The risk paid off. To the sceptics’ surprise, fans *paid* to see women play in the new tournament. Three years later, Billie Jean King founded the Women’s Tennis Association, which turns 50 this year. Today, women's tennis players earn equal prize money *because* of the women that came before them. These trailblazers embody courage, fighting spirit, leadership, and teamwork – putting aside their personal ambitions to achieve equality for future generations. Here's to the Original Nine, seven of whom were at the Australian Open last week 🙌

What does success look like for you? As I start planning for the year, this question is top of mind. For me, it means: ✨ Working with values-led businesses. [Total turnaround from my years in corporate, where my work helped make rich white men richer] ✨ Helping small biz owners get clear on their brand story and what sets them apart ✨ Writing awards submissions, About pages and engaging content that makes my clients’ customers feel *seen* ✨ Forming connections with fearless, inspiring women to celebrate the wins and share the challenges ✨ Having flexibility to spend time with my family, as and when I choose ✨ Bringing creativity into every day, whether that’s a morning journal practice, writing a short story, watching live music, or seeing the world through a camera lens This version of success is different from a few years ago. This hit home the other night. I had a dream that I was offered my former boss’s job. Leading a team of comms professionals, on the leadership team, scaling the corporate ladder like a pro. I should have been happy, right? But even in my dream, I had a visceral reaction. I knew I *should* take it, but I also knew it would have a negative impact on my mental health and time with my family. It would take my away from *my* version of success 👆 So what does success look like to you? And has it changed over the years? 📣 Shout out to the amazing women who help make life as a small biz owner easier, more connected, and full of laughter @jenwynter @the_reproom @mrsndenda

Less than 25% of girls continue with organised sport after the age of 12. This is a shocking statistic, raised by @libby_trickett during her recent TEDx Brisbane talk. There are *so* many benefits of sport – a community, sense of belonging, better self-esteem, reduced stress, and teamwork – it breaks my heart to know so many girls give up sport when they’re on the cusp of their teenage years and need these things more than ever. So why are girls choosing not to continue? The usual suspects no doubt apply: more schoolwork. The lure of social media. The pressure to be cool. Changing bodies. And, as Libby pointed out, it’s no doubt fuelled by social commentary *about* these changing bodies. Case in point: the disgusting media coverage of Leisel Jones before the 2012 London Olympics. Mainstream news media invited critical scrutiny of her body and asked the at-home punter (ie. *not* experts) to vote in an online poll to determine whether she was “fit enough to swim”. Well, that’s 10 years ago, you might think. Things have changed. Or have they? In August this year, members of the public used social media to body shame elite athlete and Brisbane Broncos winger Julia Robinson. They suggested she was “too muscular” and “built like a man”. (Critique that was also levelled at Serena Williams.) It’s no surprise that 60% of current and former athletes have body image concerns and disordered eating behaviours. But sadly, this kind of commentary is also par for the course with community sports. Unsolicited comments on girls’ bodies can come from parents, spectators, teammates, and coaches. Such comments are actively harming girls, and turning them off organised sport. So what can we do? (All ideas courtesy of the fabulous, clever, and inspirational Libby.) 👏 Stop 👏 talking 👏 about 👏 girls’ 👏bodies. Or anyone else’s body for that matter, whether it’s positive or negative. ⛹️‍♀️ Focus on athletes’ achievements, not on how they look. 🗯 Be mindful of the words we say, the media we buy and the stories we click on. 📵 If you’re a coach? Ditch antiquated metrics like BMI and skin fold tests. Thoughts? Other ideas? I'd love to hear 'em 👇