Strategic thinking

Are you struggling to see the wood for the trees? Could you benefit from a fresh pair of eyes and an expert perspective?

To build relationships and loyalty with your target market, you need to be clear and consistent in all your communications. I’ll ease that process by articulating your brand strategy, characterising your personality, defining your tone of voice and prioritising your messaging.

Close-up of a green leaf structure representing brand anatomy, created by Carina Martin at Brand Botanist to show how brand components work together for growth and success

Digging into your brand anatomy

In plant anatomy, botanists study how individual cells and structures work together to help plants survive and thrive. My similarly structured approach makes sure all your brand components are adding value and helping you achieve your goals. The brand anatomy model captures where you are now, where you want to be and what you need to do to get there.

Fresh green plant shoots emerging from soil, symbolizing growth and new beginnings, accompanying guidance by Carina at Brand Botanist on creating a consistent brand messaging guide for multiple audiences and communication channels

Crafting your messaging frameworks

You may have multiple audiences and communication channels, internally and externally, B2B and B2C, each with slightly differing needs. To ensure your communications are consistently on brand, I’ll create an easy-to-use messaging guide that tells your brand story, prioritises your sales points and provides practical writing tips.

Developing your tone of voice

Bird’s-eye view of a collection of succulent plants, illustrating growth and diversity, accompanying Carina Martins guidance on defining a brand’s tone of voice and creating practical verbal identity guidelines for on-brand communication

While your messaging framework outlines what you want to say, your tone of voice refers to how you want to say it. This is where perception comes to the fore - what impression do you want potential customers, suppliers and future employees to have of you? I’ll define your verbal identity and create a set of guidelines to help your people write better and more impactful, on-brand copy.

Generating brand names

Small plant shoots growing from soil with labels displaying their names, symbolizing the process of naming and brand identity, accompanying guidance on creating company, product, or service names through collaborative workshops or expert suggestions

As a word nerd I have a penchant for naming — whether it’s for a company, product, service or widget. Some businesses like to work collaboratively, in which case I can run naming workshops with teams of internal decision makers. Alternatively, I can provide you with suggestions and work with you to narrow down options, then follow up with initial trademark and domain checks. Please bear in mind you’ll still need legal advice to register the name officially.

Mastering your manifesto

Close-up of a small rose bud, symbolizing potential and growth, accompanying guidance by Carina Martin crafting a compelling public statement that communicates a brand’s vision, purpose, and values to engage customers, investors, and employees

Do you need a rallying call to get customers, investors or future employees to buy into your vision and values? A public statement that clearly expresses your purpose and beliefs? I’ll craft a pithy, powerful statement that connects you with your audience on an emotional level.

Personifying your personas

Lush tropical leaves with water droplets symbolising freshness and grownth accompanying Carina Martin of Brand Botanist on creating fully developed customer personas inspired by film and television storytelling to make audiences more relatable

My background in screenwriting for film and television has taught me how to write characters that are recognisable and true to life — warts and all. When customer personas are fully formed like this, they’re more memorable, helpful and easier for everyone to identify with.

Training your teams

Photograph of a hand holding plant shoots representing embedding you organisations brand tone of voice, Carina Martin at Brand Botanist can put together and deliver training, writting effective emails, chat and FAQs

To embed your organisation’s brand tone of voice I can put together and deliver bespoke training for your people. Popular topics include writing effective emails, chat and FAQs and flexing the voice for different audiences.

Fancy a chat?

Whether you’re an established business or a multinational agency, a funded start-up or a sole trader, I’d love to discuss how I can support you as your brand launches, evolves and diversifies.