Brands that make an impact and have staying power do one thing: they mean something real to the people they serve. In Soul, Inc., copywriter Michael Phillips opens his playbook for building soulful brands-the kind remembered for their purpose, not just their looks. This is a practical, sleeves-rolled-up guide to crafting a verbal brand identity that creates a meaningful and lasting connection to its audience: names, taglines, voice, stories, websites, ads, and more. Mike learned by doing-over nearly two decades naming brands, writing their stories, developing their personalities, shaping taglines and headlines, building websites, creating ads and pitch decks, scripting videos, and ghostwriting articles. The result is a clear, teachable process you can use immediately-whether you're a copywriter, brand strategist, founder or marketer. Inside you'll learn how to: - Build a verbal identity that outlasts campaigns and design trends.
- Turn fuzzy ideas into a brand narrative people actually care about.
- Create names, taglines, and messaging pillars that are simple, sticky, and scalable.
- Define a distinct voice (and a practical style guide) your whole team can use. - Write web copy, headlines, and social posts that sound like one powerful, coherent brand.
- Use quick, repeatable exercises and prompts to get unstuck and ship work faster. What makes this book different: It's not theory. It's field-tested craft. The verbal identity is the most essential, longest-lasting part of any brand. You will learn how to create this essential platform-and then carry that soul into everything else you make. Who this book is for:
- Copywriters & content designers who want strategic elevation.
- Brand strategists & creatives who need a clear brand framework.
- Founders & marketers who want a brand that feels human-and endures. Whether you're naming a new venture, refreshing an established brand, launching a new product or service, or trying to make your marketing actually sound like you, Soul, Inc. shows you how to create identities that are meaningful, memorable, and made to last.
About the Author :
Mike Phillips is a copywriter and creative strategist who spent 15 years as a journalist and marketing executive before founding Masson, his own content studio. Over the course of his career, Mike has created meaningful and memorable brand identities for many companies, from tech movers to summer camps. When not building brands, Mike creates content marketing strategies, ad campaigns and other creative solutions for his clients. Mike lives in the Chicagoland area with his family where he spends much of his time attending little league baseball games and talking about dragons and ninjas.
