I tell this story a lot, because so many of us do the same thing. We're trained to sound clinical, so that's how we write about ourselves.
So we talked it through. Who does she actually want to work with? How do they talk when they're tired and hurting? Her real voice was already there, tucked in the margins: the puns, the big-sister energy. Once she gave herself permission to lead with that, we had a brand.
Today she speaks straight to first-gen adults and eldest daughters carrying the weight of being the strong one. When you talk to everyone, you talk to no one. Amanda talks to her people.