What's your story?

Watchword is powerful intelligence and storytelling for brands.

We write content that helps businesses articulate what they do to the people who matter most.

Your watchword is a rallying cry. It’s how you express your uniqueness, your power, your culture and your purpose. We’re watchword creators – brand strategists who craft the stories that tell the world who you are.

It all starts with intelligence. No brand exists in a void. We perform research that illuminates your market, competitors and your most important audiences.

We are messaging specialists who help every stakeholder in your organization sing from the same songbook. Carefully and collaboratively, we guide you through every step in the process of getting to just the right words. We never let our clients stop at commodity statements. We help you understand and articulate your unique value.

Content marketing specialists, we work across all digital, printed and verbal contexts to make sure your messages become authentic, relevant, motivating watchwords. We create copy that tells stories and stands above the noise to rally your audiences to action.


Demographic, competitive and market research customized with the right primary and secondary approaches. This is where we establish the foundation for relevant messaging and content that resonates.


Inherently useful content starts with strategic messaging. We work with you to articulate what makes you rise above, then craft smart brand stories that people want to read, engage and share.


Rise above the digital cacophony. We design your web story, and fill it with content that is interesting and useful on the front, optimized in the back and purposeful throughout.

Your Go-To Gal

Rachelle Kuramoto

Rachelle Kuramoto

Principal, Founder

Hello! I'm a brand content strategist and market intelligence gal. (Put simply, I'm an info nerd who really likes to write.) And I'm lucky to have made a career out of applying those qualities to help companies uncover and articulate what makes their brand truly unique, important and sustainable.



If you’re not putting out relevant content in relevant places, you don’t exist.

(Gary Vaynerchuk)


If I had asked people what they wanted, they would have said faster horses.

(Henry Ford)


(Click on each box to learn a little about your new secret sauce.)

Website Content

Website Content

Web content works when it gets you found and engages the right audiences. We tell your story with intuitive navigation, strong keyword use in copy and code, and tight coordination with design that keeps your audience engaged.

Competitive Intelligence

Competitive Intelligence

Who is playing in your sandbox? More importantly, who has the best shovel? We’ll identify who they are, and rank them based on how they intersect with your brand.

Audience Profiling

Audience Profiling

Who are you selling to – and are they your ideal customers? We help you understand your targets, where they live in the funnel, and how you are most relevant and resonant to them.

Market Snapshot

Market Snapshot

People ultimately decide which brands win. You need to understand how the world impacts your brand. We’ll help you understand the size, nature and potential of your market.

Strategic Messaging

Strategic Messaging

The strategic messaging and company identity process makes sure that your brand is useful, relevant and connecting with your audience in the right places, at the right times.

Content Marketing

Content Marketing

Whether it is to educate, motivate, monetize or entertain, purposeful content has power. We help you transform your ideas and goals list into stories that grow your brand and engage your audience.

"Creativity is intelligence having fun."

Albert Einstein


the brain of your brand story

How Strong is the Brain of Your Brand?

The brand you put into the world is part brain and part heart. This week, let’s dig around in the brain – the what, how, and whom questions that belong in formats like business plans, Linkedin profiles, and About Us pages.

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Build a Beloved Brand with Heart and Brain

emotion intelligence beloved brand messaging

Conversations about brand often focus on the visual elements. There’s good reason. A great logo and interesting color palette tell a story about you quickly and work on the psychological level to imply qualities of your organization. (More on that in another post.)

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watchword brand storytelling

This is What Great Brand Messaging Can Do

When we think about what great brand messaging can do, it comes down to one thing, really. It allows us to sing the same words – alone or in unison – even if the tune changes. Your story gains strength and becomes evergreen as you tell it and as others tell it on your behalf. Craft yours carefully.

Watchword Brand Strategy Questions

Are you who and where you want to be?

This may sound like a question from someone struggling with a mid-life crisis. It isn’t. (Though that’s a natural question to ask facing the back half of the hill). The question relates to your brand strategy. The answer reveals how well it represents you, your team and your efforts. 

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Talk to me, Goose.

+404 452 0912



Watchword creates actionable brand strategy with the questioning mind of a scientist, the creative soul of a creative writer and the purposeful drive of a corporate executive. We work across all digital, printed and verbal contexts to help companies stand above the noise with authentic, relevant, interesting content. We are messaging specialists who make sure every stakeholder in your organization is singing from the same songbook.

We’re based in Atlanta, serving clients around the US. Drop us a line!

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