Keep in mind, this is not a tagline. It’s not even a consumer-facing statement. It’s an internal, foundational positioning to inspire all the writing that follows. But to start building SeedWise’s story, we had to break these two words down. What does it mean to them to be uncompromisingly good?

Okay, cool. We’ve got our positioning statement mapped out. The next step in our process is arguably the most important: our defense. We write this in the form of “reasons to believe” — where insights meet attributes. Everything here has to ladder back up to our northstar, “uncompromisingly good,” so there’s no ambiguity about the stand we’re taking.

As Ernest Hemingway famously said, “the only kind of writing is rewriting.” Indeed, this sentiment rings true throughout our Brand Articulation process. Get the thought down, then tweak the dials until the words soar. After a whole lotta mulling and munching, we had four RTBs on our hands; Seeds, Snackability, Taste and Goodness.

So, by this time, we have a pretty good story going. And our clients have some snappy copy to feature on their homepage or paint on their walls back at HQ. (Keep in mind, what we’re sharing here are excerpts from a 60-page deck!)

The final step in our process is the creative test drive. Not ads, really. More like ad-like objects. Is the strategy simple? Ownable? Does it have legs? We have our creative team invest some time to prove it out.