Kiyomi Dong
Brand Copywriter / Verbal Identity Strategist
New York / New Jersey
Q What do you do?
“I help brands articulate who they are and connect to the customers they want to reach.”
Q What steps did you take to get to where you are now?
I’ve spent the last 13+ years working as a copywriter in-house at fashion, beauty, and lifestyle brands like Kiehl’s, Curology, Lafayette 148 New York, and NEST Fragrances. I’ve also worked at digital agencies with clients like Tommy Hilfiger, Con Edison, Pfizer, and others. In 2020, I founded my writing studio to have more control over the work that I do. Our clients include MATE the Label, Knickey, Lorals, Beekman 1802, and other mission-based businesses.
Along the way, I picked up an MFA in Poetry.
Q How do you stand out in your field?
Put simply, my job boils down to being a really good listener. My work centers around empathy—both for my clients and their target audience.
Q What are you working on right now?
Revamping the Verbal Identity and Website Copy for a boutique hotel brand. And developing the voice & tone for a new cannabis tool brand.
Q What’s your style?
I strive to make brands feel human by creating unique voices based on strategy and target audience, so my style changes based on the client.
I believe the words that people see on their screens and IRL impact how they speak to each other. That’s why I’m extra passionate about working with brands that support inclusivity, diversity, women, and the environment. When a brand like Lorals speaks openly about sexual wellness for “couples, throuples, hookups, spouses, cis, trans, queer, conservative, kinky,” it normalizes sex for individuals who may not identify with heteronormativity. When Knickey calls out the fact that “around the world, about 300 million women suffer from yeast, vaginal, and bladder infections each year,” it empowers women to talk about their bodies without shame.
Q Out of all your slashies, which one do you wish you could do more often?
More campaign work! The majority of my work today is helping new brands develop their brand voice or existing brands refine their messaging (which I love doing) but the one thing I do miss about #agencylife is concepting splashy executions.
Q What is frustrating you right now?
Following up on invoices.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Content creation for social media. (Though, they’d probably deserve more than $20/hour!) With all the client work we have, my studio’s own social media often falls to the bottom of the to-do list.
Q What do you wish you could have told yourself, when, and why?
In 2010, I moved to New York with little to no idea of what to do with my creative writing degree. I had a couple months of rent in the bank, knew one friend, and slept on a mattress on the ground. If I could go back in time, I’d tell myself, “You’re doing it right. Enjoy this magical time and keep hustling!”
Q If you could talk to an expert to gain more insight on something, what would it be about?
Creative Operations. I’d love to pick an expert’s brain about how to grow and scale teams thoughtfully.
Q What kind of opportunities/projects are you looking for?
Verbal Identity and Brand Voice Development are our bread and butter. After creating that foundation, we also commonly add Website Copy to the scope. I’m partial to working with mission-based businesses and love partnering with female founders.
Q Describe your ideal job/client/collaboration.
Past clients have referred to our work together as “brand therapy” and I think it’s a spot-on description. By the end of a project, my clients reach a deeper understanding of what they stand for and how to communicate that to their customers.
Q What is your rate?
Our Verbal Identity Guides start in the ballpark of $7,500. This includes research and discovery, a competitive audit, brand strategy, messaging, and voice & tone. We tailor the contents of each guide based on client needs and that’s what impacts the final cost.
Q How should someone approach you about working together?
Send me a note at kiyomi@goodcharacters.co!
Q Who is a creative you admire?
My pals, Kelly Reed and Louis Deslis, are two talented writers that I love working with.
Q Oh! and… how do you stay creative?
Surround yourself with people who inspire you.
This member profile was originally published in January 2023.