Brand Voice Strategy, Messaging & Positioning
Digital Reach Agency
Rethinking the Marketing Agency Model
The Challenge
DRA came to me ready to evolve.
They had the expertise, the enterprise clients, and the results — but their messaging didn’t reflect the bold, fearless approach they actually took with their partners.
They wanted to challenge the “typical marketing agency” experience and position themselves as an elite extension of their clients’ teams: candid, analytical, and human.
The goal was to build a brand voice that said,
“We’re not your agency. We’re your strategic partners.”.
The Objective
Craft bold brand messaging that conveys confidence and competence.
Reflect a culture built on fearless curiosity, mastery, and partnership.
Create clear, people-centered language that resonates with enterprise-level clients tired of empty buzzwords.
The Method
We moved DRA through three key phases of my Beyond the Story Method, the same framework I use to guide brand storytelling projects from insight to execution.
Awareness — Uncover the Core
Through leadership interviews, internal surveys, and a full audit of existing materials, we uncovered the gap between what DRA did and what they said. They were already the “funnel fixers,” but their story wasn’t showing it.
Reframe — Rewrite the Narrative
We stripped away corporate jargon and reframed their voice around three core values:
People-Centered Partnership (replaces “Partnership”)
Fearless Investigation (replaces “Flexibility”)
Mastery (replaces “Expertise”)
Each value became a voice pillar — tied to tone, phrasing, and communication style — ensuring the message was bold, approachable, and unfiltered.
Integration — Activate the Voice
We built a new Brand Messaging Guide and rewrote their Mission, Vision, Promise, and Positioning statements to align.
Every line of copy was designed to sound like the Disruptive Collaborator archetype: confident, collaborative, and fearlessly human.
Highlights from the Final Brand Messaging
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Mission
Challenging the typical marketing agency experience through people-centered partnerships and brand-first funnels that refine, connect, and generate growth.
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Vision
Empowering enterprises with people-first support to build sustainable, connected marketing ecosystems.
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Brand Promise
A fearless, data-driven approach that fixes the funnel, fills the gaps, and fuels growth.
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Voice Archetype
The Disruptive Collaborator — bold, raw, and radically human.
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Tagline Concepts
“Your pipeline generation partners.”
“The funnel starts with your brand. So do our assessments.”
“Let’s be real. It’s time to rethink your funnel.”
The Outcome
DRA’s rebrand now reflects exactly who they are: fearless innovators who partner with enterprise clients to uncover what’s not working and fix it — for good.
They left behind the polished corporate voice that kept them boxed in and stepped into a bold new identity:
The Disruptive Collaborator.
Their brand story now embodies courage, curiosity, and mastery — and resonates with the trailblazing clients who share those same values.
“Jess’ ability to synthesize brands’ sometimes abstract ideas and turn them into strong storytelling is reason enough to hire her.
We were in the middle of a rebrand and needed help establishing a brand voice. Since partnering with Jessica, we’ve been able to craft all of our collateral and messaging around the finalized brand voice she created for us.”
— Jordan Gibson, Head of Growth at Digital Reach Agency
