Great brand copy isn’t about being clever — it’s about sounding true. The three words that transformed how I write (and how brands connect).

In today’s saturated market, purpose-led brands win by telling stories that resonate, not by shouting the loudest. In this post, Lucy Edge shares why emotionally intelligent storytelling is the most powerful marketing tool for wellness, travel, and ethical lifestyle brands - and how it can help you connect, convert, and stay visible in the age of AI.

Brand messaging now needs to do more than connect - it must help AI understand and surface your voice. In this practical guide, Lucy Edge shares how purpose-led brands can craft messaging that resonates with people and performs across search, SEO and AI platforms.

Wellness brands often sound serene - and exactly the same. Here’s how to create a distinctive voice that truly resonates, with real-world brand examples.

The best brands don’t just tell stories — they build places. Here’s how Guinness, Lily’s Kitchen, and Poretti craft worlds their customers want to return to.

What a heritage whisky brand and a wellness startup taught me about brand strategy, clarity, and standing out without shouting.