Listening gave us your story, your craft, your reason for being. The hardest part remains: choosing the words. This second phase of Heritage is the conception stage. Every word we keep answers a purpose, never the chance of a nice turn of phrase. Our job here is not to invent a voice for you, it is to reveal yours, and to make it hold up over the long run.
From founding narrative to sentences that work for you
We start with the narrative: the thread that links where you come from to what you offer today. It is the backbone. From it flow the key messages, those few short sentences that have to survive a homepage, a reply to a customer, a pitch in front of an investor. The rule we hold to: one idea per message, understood at first read, with no need to read it twice.
Then comes the editorial line, what makes your voice recognisable even without your logo. Formal or familiar, long sentences or sharp ones, words we keep and words we ban: we set these choices down in writing, so that everything you write afterward, you or someone else, rings true and stays you. The fine words come last, and only if they serve the right ones.
Find the anchor sentence
First we look for the sentence that says what you do and why, understood by anyone at first read. It is what holds everything else together.
Rank the key messages
We keep a few short messages and order them by priority: what we always say, what we say depending on the audience. One idea per message, not one more.
Set the editorial line
We lay down the rules of your voice: tone, register, signature words, banned words. A simple frame to stay consistent everywhere, on the site as in an email.
Test it on the real thing
We try these words on actual uses: an intro paragraph, a bio, a pitch. If a sentence does not survive contact with reality, we rework it before going further.
When I write for a brand, I am not after the line that sounds good, I am after the one that sounds true. Beauty comes later, and only if it stays faithful.
