Rebranding a solo-run copywriting business
My side hustle hasn’t been a side hustle for over five years. But you’d never know how much I’ve grown from my digital footprint. My Fiverr, LinkedIn, and website still tell an outdated story—one that doesn’t match where I am now, or where I want to go next.
I’ve been dreaming about a full-scale rebrand for a while, and I’m going to make it happen.
But before I dive into building a shiny new website, I need to do the groundwork. Defining my goals and clarifying what kind of brand I actually want to build.
That crystal-clear vision is what makes every decision easier—from positioning to content to products to partnerships.
As I build, I’ll be documenting:
The strategies and assets I create to guide my business.
How I apply my spin on brand voice to grow as a solo brand owner.
My hope by sharing the behind-the-scenes—to be so for real—is that I’ll stop putting this on the back burner and actually create the things. This series is replacing my previously scheduled programming until everything is built and live. So now the rebrand projects are the content.
And a big second hope is that by pulling back the curtain on my own rebrand, I’ll give other freelancers and solo founders a real look at how someone is building a story-driven, identity-centered brand from scratch—and maybe even some inspiration for shaping your own brands.
👏 So, if we’re starting with Identity, we need to go back to the beginning.
The reason I created Copy House Urchin
It took me nine years to officially become a full-time writer. Looking back, the reason it took me almost a decade is because there was no clear path for an outsider to pivot into agency or in-house writing jobs. I had to duct-tape bits of advice from all over the internet just to make something finally work.
That’s why I started Copy House Urchin (CHUy, for short)—to make the transition into writing easier for others than it was for me. Back then, it was just a blog where I shared advice about building portfolios and similar topics.
Next, I started helping one-on-one clients build their first-ever portfolios (I call them “Beginner’s Luck” Portfolios. Still bookable on my Fiverr.)
Alongside helping writers, I’m a full-time copywriter, working with brands in freelance, agency, and in-house capacities. Yep, I’ve seen a little bit of everything.
This was the goal from the moment I turned in my store key and left the mall forever in 2021—write for brands and help other writers do the same.
The 5-year vision for Copy House Urchin
Before I choose cute colors and a website template, I need a foundation that doesn’t shift just because the trends do.
🥰 For my writers
Over the next five years, I want to grow CHUy into a full-fledged hub where writers can find practically everything they need to start and scale their careers.
🤩 For my brands
And on the copywriting side (because this is a two-pronged copy house), I’m doubling down on what my clients already trust me for: writing brand-defining stories. Helping them find their edge, their specialness, and—most importantly—their people.
🤓 For CHU
And I want branding that makes decisions effortless, that is steadfast, that makes content creation feel fun again, and builds a brand that stands out naturally, without performing or trying to be something that we’re not. One that people recognize instantly—and honestly, one they just love spending time with.
👏 Now that I know where I’m going, I want to define who Copy House Urchin is in the new era.
Creating “wow” moments starts with me
Identity has to be embedded into every facet of the business. And that’s exactly what I’m doing with CHUy, applying our Identity to every decision—in experience, product/services, content choices, and more.
The numbers are scattered on exactly how much broken trust impacts client retention (and downstream sales), mostly because brands are doing independent studies instead of market-wide research. But the bottom line is clear:
Customer trust is fragile. And…
Experience is critical.
According to one brand’s survey of 1,000 customers, 70% will give you another chance after a bad experience. About a quarter will abandon a brand forever after just one bad experience.
*Rolls up sleeves*
If I want to create phenomenal client experiences, I need to define who I am first. That way, the brand can show up in our wheelhouse and make good on our promises.
What is Brand Voice Identity
Brand Voice Identity is made up of three elements. In later content, I’ll be breaking down each one of these with examples and how you can apply it to your own rebrand. But in the simplest terms:
Identity. Who you are at your core, defined by origin stories and canon events that shape what you’re doing now. Projects and campaigns will shift, but these values never will.
Archetype. This is a storytelling device that helps you instantly define your motivation and the role you play in the bigger story (aka, the world of your industry and customers).
Voice. Your individual style and personality. You’ll see it in your approach, solutions, and content. For example, not all “Hero” archetypes sound the same, so this is a major way to differentiate.
Copy House Urchin Identity
Who we are at the core: A copy studio that believes story is everything, second acts bring the sweetest adventures, and every decision should wow your clients.
We’re empathetic, motivated, and hopeful, equipping brands and their writers for possibilities.
Our guiding values are:
Uniqueness
Community
Truth
Employee empowerment
Levity
Each of these values is deeply rooted in my personal experiences in the workforce—each one tied to real stories. (Stories coming soon to a blog (CHU) or social feed (LinkedIn) near you.)
My Identity is my touchstone—through my rebrand and for each decision after. Even how I approach what kind of products and services make sense for me. Collaboration and guest appearances decisions. And definitely content choices.
Copy House Urchin Brand Archetype
I chose a blend of two Jungian character archetypes that embody the role I want CHUy to play for brands and their writers.
This POV helps me differentiate Copy House Urchin in a sea of other writer brands.
We’re not a Rebel, burning down the industry. We’re not a Hero, leading the charge as an authority. We’re not the Innocent with naive optimism… We’ve seen too much.
We’re a Magician-Mentor.
The image shows how I dialed in the exact qualities of this archetype for my brand. I listed the typical characteristics for both, then selected what best represented my vision for CHU.
The role of the Mentor and Magician
Both archetypes, the mentor and the magician, are allies to the Hero. They help the Hero acquire tools, equipment, secrets, or formulas they need to achieve their goal.
And that’s exactly where I want Copy House Urchin to be.
I know it might seem like you should be the hero in your own brand… But the way I see it, that’s not the role Copy House Urchin plays.
Our clients—whether brand or writer—are the Heroes.
We’re here to equip them with exactly what they need, curated and perfectly brought to life to solve their urgent needs, as if by magic.
What that looks like in practice for products, services, and experience gets my creative juices flowing. I’m so excited to explore this later in the rebrand project.
Copy House Urchin Voice
This is how we take a broad archetype and make it our own. Our style prioritizes clarity, but adds interest with clever turns of phrase and playful language. We’re honest, clear, fun, and inclusive.
The CHUy voice shows up immediately in our writing style. I’ll use it to guide creative and visual decisions later. Pin in that one, too.
Something magical is about to happen…
Now that I’ve updated and defined who CHUy is through Identity, what my motivations are via Archetype, and have personality with a Voice, I can build on solid ground. Next up… getting to know who my clients are, what they value, where they are on the buyer journey, and more.
👋 Hi, I’m Rowan, the founder of Copy House Urchin. And I want to invite you to follow along as I’m building and sharing all the goodies in real-time. The best spot to keep tabs on this story is on my LinkedIn.
If you’re a new writer who could use a first-ever writing project and a portfolio guide, grab your free Roadmap to Writer.
If you’re a brand in need of not-boring brand stories, please reach out to chat ideas.