Overview

Branch Basics is a lifestyle brand that empowers consumers to toss toxic products from their homes and adopt healthy living. In summer 2023, the brand aimed to clarify its market position, develop primary brand messaging, and document its voice & tone to create consistency across all consumer communications ahead of a new product launch.

Together, we developed these key brand touchpoints that then unfolded on Branch Basics’ owned channels. A copywriting project included new website messaging for the brand’s product pages, highlighting each product’s distinctions and uses alongside Branch Basics’ commitment to human-safe ingredients and reliable efficacy.

This work culminated in the product launch of Branch Basics' new gel hand soap in November 2023. For the launch, I wrote the product story, tagline, and various consumer messaging that are used on the brand’s website, newsletter, and social media.

Goals

• Clarify and celebrate Branch Basics’ key distinctions

• Reach consumers who are at different stages of living a life clean of toxins

• Empower consumers with information to make confident decisions about their lifestyles

• Retain consumers through useful content that enables a lifestyle shift

• Launch the brand’s new gel hand soap

Results

Branch Basics’ refreshed positioning focuses on the brand’s long-term benefits to consumers by now prioritizing its educational resources alongside its current product line, setting the company up to expand in the future—with additional courses and new products.

New brand messaging importantly distinguishes the brand from emerging competitors by focusing on distinctions that only Branch Basics can own. This messaging also helps consumers more easily understand the benefits Branch Basics provides and the supportive community that comes along with the products. This works to both reach new consumers and retain those who have already purchased and seek ongoing help with healthy living.

In all, the new messaging framework ensures any future brand evolution feels cohesive.

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"Allyson took a highly skilled and thoughtful approach to establishing the standards for our brand messaging and tone of voice which ensured consistent and distinct content for our website revamp and product launch. She is an expert in strategy and messaging and always a pleasure to work with. Allyson would be a great asset to any team looking to elevate their communications!" -Allison Conway, Creative Director @ Branch Basics