Hi Everyone, I hope you had a great week.

Today we go from visuals to copy (writing).

We’ll be turning our previous branding exercises into tangible about and supporting copy.

What we start with is what I call the core information stack. An information stack is a sequence designed to inform in a specific order. As human beings we look for certain questions answered in a sequence to feel understanding and satisfaction. When introducing your brand, this looks like:

1. Who you are

2. What you do

3. How you do it

4. What’s unique about what you do

5. Generally, what you value (to see if they align with you)

6. Why anyone should care

You may notice these match the questions we already answered when building our Brand Compass. Here’s why.

When writing copy for a mission or any place you introduce yourself, answer these questions. We start by consolidating our longer answers into shorter statements and then assembling one complete statement. As a starting point, it typically takes the form below:

1. [Brand] is a [category or identity] 2. that [what you do] 3. by [how you do it] 4. with [what’s unique] 5. guided by [core values] 6. so [why it matters to your audience].

So, if you take your previous answers to these questions you can fill this in quickly and have a solid starting point for your core information stack.

If you then tweak this to make it flow, and, maybe as important, give it some spirit or personality, you’re off to a solid start.

Here is an example of a fictitious business so you have a clear reference. I’ll number the sentences so you can see what statements appear where:

Example (fictitious company)

 1. North Star Water is a clean-tech company 2. that provides off-grid drinking water systems 3. by combining solar-powered atmospheric extraction with modular storage 4. with a proprietary low-humidity condenser that lifts yield in arid climates 5. guided by reliability, environmental stewardship, and community partnership 6. so remote communities gain safe, year-round water independence.

You now have an information stack that becomes your reference point when writing any and all copy. Paired with your keyword attributes, you now have everything you need to answer practical questions and know how to position it within the tone of who you really are. Amazing stuff, right?

So, next we dig into what copy you need for your brand. This is simple. List your customer touch points. This is anywhere you engage with your customer. This can be your website, packaging at POS, socials, and such. Identify what communication needs to be made where. If it’s a place where they come across your brand for the first time, they need these core questions answered in a thoughtful and engaging way. Research the path they engage with you on and determine the appropriate language, in the right place at the right time. All while “feeling” good.

Here are more examples of what copy may be needed and how it might be written for that particular use case:

Mission and about copy

What a mission should state: who you serve, the outcome you deliver, how you deliver it, the values that guide you, and the change you create.

Other useful copy examples

Below are additional copy pieces many businesses use. Treat this as a menu. Choose what fits your goals and stage, and let your information stack guide message, tone, and proof.

• Press boilerplate: 3 to 4 sentences covering who you are, what you do, how you do it, what’s unique, and a media contact or assets link.

• FAQ snippets: Group top questions by theme; answer in 1–2 crisp sentences; place the three most common first; add links to deeper help.

• Email signature blurb: One line that states your value promise with brand name and URL; under 12 words; add one CTA link if useful.

• Meta description (SEO, 155 chars): Lead with the core value and audience; include one primary keyword; keep to 140–155 characters; end with a clear benefit.

• CTAs: Start with a verb and outcome; match the page promise; use one primary action; align with the visitor’s stage in the journey.

• Investor one-sentence: State market, product, moat, a traction signal or milestone, and model; target 20–30 words.

Take your time to review the examples and see how the information stack, along with our keyword attributes, can guide this process. This helps ensure everything stays clear, informative, on tone, and on brand.

A note on A.I.

A.I. carries the same neutrality as a shovel. Both can help or hurt. Used properly, they create good things. Used without awareness, they can harm your presentation. So, we simply need proper context. And what is that context?

Tools work only as well as the operator. The better informed, the better the result. I teach branding, and the real passion behind it is authentic identity. That fuels everything. To know ourselves we first answer the tough questions, do thorough self-examination, and witness firsthand, from a very human perception, whether we hit the nail on the head. We know it through the clarity we find and the sense of harmony and confidence we feel in our bones. We then document it, as we have up until this point. So we stand human-rooted. As long as everything we develop moving forward adheres to the agreements and standards we have set, utilizing A.I. as a tool stays in bounds.

And the other thing to consider is spirit. The aura you give off in what you do, how you say it, and how you act. Clarity is coherence, and you are the only one who knows the right combination of words and authentic behaviors that make your honest you… you.

A.I. helps with copy editing, outlining, and fact review. Keep your unique presence by following your Brand Compass and stay in the driver’s seat at every step of the process.

So, dive in and write your copy. Run it by a friend or colleague and get feedback. And more than ever, please inoculate it with your own signature spirit. The world needs it more than ever.

WEEKLY EXERCISE

Visit a few leading brand websites in your space and study how they present copy. Take simple notes on lines, patterns, and choices that feel clear and effective. Identify what you can adapt for your voice, then apply one or two small updates to your own copy this week.

AROUND THE STUDIO

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Thank you for sharing this journey. See you next Monday!
Dustin Byerley

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IG: @dustin.byerley
Email: [email protected]

Authentic Alchemy Philosophy

A Framework for Becoming

Authentic Alchemy is a structured process for uncovering and expressing the core identity of any entity, whether a brand, business, leader, or individual. It emerged from the realization that the principles of brand science offer powerful tools for guiding any entity toward its highest expression.

Every entity holds innate value, though it’s often hidden by emotional patterning, inherited beliefs, and social pressures. These internal blocks can stifle genuine expression across personal, relational, and business contexts, masking the true value of your unique offering to the world. For those ready to explore meaningful self-discovery, Authentic Alchemy provides the clarity, structure, and tools necessary to uncover and clearly articulate this genuine identity.

Our core principle, Truth, realigns an entity into a state of homeostasis where it can begin to function with ease, embodying its vital character, unique perspectives, and genuine ways of being. Empathy deepens this connection by recognizing that expression is inherently relational. It attunes entities to how others experience their offer, ensuring the message is received clearly and resonates meaningfully. Together, truth and empathy create resonance, an undeniable frequency that naturally attracts alignment and connection. This resonance creates coherence, a natural alignment between identity and expression that fosters genuine magnetism.

Drawing from diverse frameworks, Authentic Alchemy also integrates tools and insights from ancient and esoteric traditions alongside proven brand science, broadening its impact into a holistic dimension. This approach marks a clear break from conventional methods that rely on superficial appeal or manipulation. When your innate value is aligned with truth and resonance, success becomes intrinsic and inevitable. Any distortion or inauthenticity disrupts this natural resonance, which is why the process must begin and remain rooted in truth.

The result? You become more than visible. You become inevitable. When you achieve this level of coherence, you naturally attract the right people, opportunities, and outcomes because you're operating from a place of effortless authority.

Authentic Alchemy connects core identity to how it is experienced in the world. It moves from self-discovery to full expression, translating essence into clear language, visuals, and presence. This is identity as signal, turning purpose into impact.