Exercise: Seed Words

You already know what makes your work stand out, even if the factors are tricky to articulate. To start, you’re going to select a matrix of words that feel like your work, vibe, and point of view.

Next, consider how you want to be perceived. What is the gap between your ideal brand and the status quo? Does one mood or behavior dominate people’s comments? Take a long, clear look at where you shine and where you want to take your brand.

Finally, read through the language you’ve harvested and boil all that opinion, commentary, and gut instinct down into your seed words. The goal here is specificity: what makes you remarkable enough to inspire remarks? Be ruthless and precise. Choose words that evoke you. Identify:

  • three verbs that call to mind your brand.
  • three nouns that suggest its concrete visuals and emotions.
  • three modifiers that signify its unique appeal.

Drop in any positive/resonant words that recurred repeatedly. Keep the options active, punchy, and precise. Those may seem generic, so work up some sensory detail to add zing. One word for each of the five senses: sight, sound, smell, touch, taste. In a figurative sense, how does your brand…look, sound, smell, taste, and feel?

© 2016 Damon Suede & Heidi Cullinan, All Rights Reserved

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