Brand Voice & Messaging Strategy
Brand: TrulyKind
Role: Brand Strategist
Timeline: June - July 2025
Overview
Partnered with TrulyKind, a mobile and custom beverage company built on kindness, quality, and community, to develop a clear and cohesive brand voice. The engagement focused on translating TrulyKind’s values into resonant messaging that could cut through a crowded market and create genuine emotional connection with customers.
The Challenge
TrulyKind had a strong, community-driven mission but lacked the language to clearly communicate it. In a competitive beverage landscape, the brand needed a distinct voice that reflected its values while still feeling polished, trustworthy, and memorable. Without a defined narrative system, it was difficult to show up consistently across platforms or fully articulate what made the brand different.
Strategy & Execution
Brand Foundation: Crafted a mission statement rooted in kindness and quality, establishing a clear emotional and strategic north star for the brand.
Values & Positioning: Defined brand values to guide decision-making, storytelling, and customer experience, ensuring alignment across touchpoints.
Messaging Framework: Developed tagline options to capture the brand’s essence and clarify its positioning in a way that felt warm, human, and confident.
Brand & Founder Storytelling: Built both brand and founder narratives designed to connect emotionally with customers and reinforce authenticity and trust.
Tone of Voice System: Created a tone of voice guide to ensure consistency across website copy, social media, marketing materials, and customer interactions.
Impact
Established a cohesive brand narrative rooted in kindness, community, and craftsmanship.
Delivered clear messaging pillars that highlighted local sourcing and genuine customer connection.
Created a strong foundation to support website copy, social media, and future marketing efforts.
Equipped the founder with language that confidently communicates the heart of the brand.
Why It Matters
In crowded markets, people don’t connect with products. They connect with meaning. This work gave TrulyKind the clarity to communicate not just what they do, but why it matters and how it should feel. By anchoring the brand in emotional resonance and consistency, TrulyKind gained a voice that builds trust, strengthens community, and scales without losing its heart.
Client Testimonial
“Working with Lara transformed how my brand shows up. She helped me amplify my message with warmth and precision. I highly recommend Lara.”
Eva T., Founder