When we trademark phrases, we own them. Obvious, right? Yes, and…
Owning the trademarked phrase means more than the piece of paper. It means we need to be prepared to define it or explain it, show it and live it. In this sense, ‘owning’ a phrase is both a responsibility and commitment.
MEET THE TOTHY (i.e. THE CLIENT)
Based in Seattle, Yavnika Khanna is a CEO & social impact entrepreneur with deep experience across international communications and marketing. Meg met Yavnika through the Drucker Challenge, a global thought leadership competition for young leaders.
In 2018, Yavnika’s company, Impactika Consulting, secured the trademark for the phrase ‘purpose-propelled’. Her next step was to think strategically and creatively about how to define that phrase to her clients and community.
WHY IT MATTERS
There are times that copy and content makes complete sense to us because we’ve thought about it so much. But, what is it like for someone reading or digesting it the first time?
We need to build credibility with clients, collaborators, or community members. We need to properly define the language that’s important to how we build relationships and create value.
1:1 content collaboration sessions around what ‘purpose-propelled’ meant to Impactika, based on the needs of her audience
This involved three 30 minute calls to collaborate over three months
Fresh copy to use on her website
Impactika Consulting’s purpose-propelled content lives on the company’s website; read it here. Yavnika shared it with the company stakeholders- and placed it prominently on her website to define and clarify what purpose-propelled means.
“Meg and the toth shop team are Impactika’s trusted content partners. They understand the value of words. They collaborate to bring out our strengths. I respect their inputs, questions and insights. I recommend toth shop as your communication advisors! ” - Yavnika Khanna, Founder and CEO of Impactika Consulting
THREE OTHER WAYS SHE CAN STRETCH THIS CONTENT:
Utilize the process of defining purpose-propelled for her clients, seeking to define their own language
Expand content marketing opportunities including (but not limited to): blog content, PR email/newsletters, etc.
They’re cultural components that can also be used in branding - from mugs to merch to digital ads