Brands that make an impact and have staying power do one thing: they mean something real to the people they serve. In Soul, Inc., copywriter Michael Phillips opens his playbook for building soulful brands—the kind remembered for their purpose, not just their looks. This is a practical, sleeves-rolled-up guide to crafting a verbal brand identity that creates a meaningful and lasting connection to its audience: names, taglines, voice, stories, websites, ads, and more. Mike learned by doing—over nearly two decades naming brands, writing their stories, developing their personalities, shaping taglines and headlines, building websites, creating ads and pitch decks, scripting videos, and ghostwriting articles. The result is a clear, teachable process you can use immediately—whether you're a copywriter, brand strategist, founder or marketer. Inside you'll learn how to: - Build a verbal identity that outlasts campaigns and design trends. - Turn fuzzy ideas into a brand narrative people actually care about. - Create names, taglines, and messaging pillars that are simple, sticky, and scalable. - Define a distinct voice (and a practical style guide) your whole team can use. - Write web copy, headlines, and social posts that sound like one powerful, coherent brand. - Use quick, repeatable exercises and prompts to get unstuck and ship work faster.