Morgaine, the founder of MysticKat, approached me because she needed help with her TikTok account. She has an astrocartography business (in the intersection of astrology and cartography) that offers personalized reports to help people understand which places in the world support different areas of their lives.

However, just defining ther content strategy wouldn't do it. We needed first to organize her message so could confidently know what she would say, for whom and how. 

Scope

One messaging strategy session with Morgaine to interview her and gather information around the brand, then I held interviews with Morgaine's clients to understand who they were, what they had in common and what. they valued on her solution.

Afterwards, we had another session where I showed the data gathered on the interviews and we finalized the report's information gathering session.

At the end of our work together, Morgaine received a single comprehensive document bringing together the brand's identity, positioning, voice, audience, and content plan for TikTok, Instagram and Pinterest.

Research: interviews with Morgaine's clients

As part of my research process, I interviewed Morgaine's clients to understand who they were, what led them to astrocartography, and how they described the experience in their own words. The interviews shaped the audience definition, the persona, the client problems, objections, and desires, and a section of words and expressions clients use. This kept the messaging based on how Morgaine's clients actually speak, rather than on assumptions.

What we worked on in the session

1. Brand identity. We wrote the tagline ("A Map to Belonging"), the brand story, and a short bio. We selected The Creator as the brand archetype and defined mission, vision, and values.
2. Positioning. We reviewed competitors and the brands Morgaine takes inspiration from, identified opportunities to differentiate (visual formats, storytelling, and travel-related content), and defined the unique selling proposition.
3. Brand voice. We described personality, voice, and tone, and placed the brand on the four dimensions of tone of voice adapted from the Nielsen Norman Group. MysticKat's voice is friendly, fun, curious, and uplifting, with tone adjusted between client reports (more empathetic and attentive) and marketing (more inspiring).
4. Services and audience. We described the three report levels, from an entry-level snapshot to a soul-level report. Using the interview material, we defined the audience and built a persona (Luna), including her values, motivations, and pain points.
5. Social media and content guide. We defined topics, content types (educational, connection-building, behind the scenes, and selling), and formats for TikTok, Instagram, and Pinterest. We also listed further content ideas, such as seasonal campaigns and a follow-up email to past clients, and wrote a sample video script showing how topic, format, and tone come together.

Deliverable

A comprehensive messaging document intended as an ongoing reference for creating content and communicating with clients.