Rachael Pilcher

I'm the head copywriter at Mighty Fine Copy, and the writing half of the copy + design team at Roikit.io. As a customer research geek and brand differentiation enthusiast, I love to help companies develop messaging that attracts better quality leads, drives conversions, and helps them grow faster. Developing a strong brand presence is one of the best ways for companies to stand out online. In an increasingly crowded market, it's super, super SUPER important that you know your key differentiators and use them to your advantage so people begin to know, like, trust, and share your products and services. But finding your brand voice and identity as a company can be difficult. And uncomfortable. It isn’t about your colors, or your logo, or having a fancy website. You need to put your energy into becoming your brand, owning your niche, and expressing this with everything you do - both online and offline. User research can help establish your key differentiators. These are the things that are clear, specific, and unique to your company and set you apart from your competitors - and they need to have real, tangible reasons behind them. Your brand isn't something you develop because it makes you look nice or sound good. It's your growth engine - and it's something that will evolve alongside you as your business and customers change over time. With a clear process for talking (and listening!) to your customers, you'll be able to dig deep in the value people find in your products and services and get a better perspective on who your company is, and why people choose you over the "other guys" :)