Alessandra Souza

Word of mouthneeds words.

Alessandra Souza. Brand positioning and naming for brands that want to be understood, remembered and repeated.

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13+
years in brand strategy and naming
100%
Job Success on Upwork
5.0
from every client who rated
Top 3%
Top Rated Plus talent
12
countries with clients

Great products don’t fail loudly. They end up on the wrong shelf.

Most brands I meet have a good product and a blurry story. I find the position they can own, name what needs a name, and write everything that carries it.

Brands I’ve worked with

Eleven categories, from fintech in São Paulo to patisserie in Dubai.

Strategy first.
Then everything that carries it.

Before anyone picks a color, someone has to decide what the brand is for. Also: Social media, Creators & UGC, Ad copy, Scripts.

Brand positioningWhere your brand stands, and why anyone should care.See what’s includedNamingNames that survive a first hearing, a lawyer and a decade.See what’s includedResearch & growthNumbers first, then the plan.See what’s includedWebsite & landing pagesCopy delivered in HTML, ready for your developer.See what’s includedEmail flowsFlows that sell while you sleep.See what’s included
All services

Selected cases

Drag, scroll or use the arrows.

Naked RootNaked RootHome & garden, DTCIt was never you. It was the planter.Bee BenefitsBee BenefitsFintech, corporate benefitsBenefits without an asterisk.Selected namesSelected namesNaming and taglinesNames people repeat without being asked.Jittery Joe's × Georgia WholesaleJittery Joe's × Georgia WholesaleCoffee, convenience retailGeorgia's best coffee, exactly where you are.HippoHippoPremium supermarketEvery day is a day to live well.FACISCFACISCBusiness federationThe voice of the companies that build a state.KabKabFintech, creditA name that fits.Grupo LeonoraGrupo LeonoraHolding, stationery and retailSix companies, one restless spirit.

Written in Brazil.
Read around the world.

Clients in 12 countries, all served in writing and on their own time zone.

What clients say

“A top-class language designer. She took the time to listen to my vision repeatedly, understand it deeply, and translate it into clear, precise language.”
Messaging guidelines
“A name that sounds sophisticated and fluid in English, Spanish, and French, with a deep, incredible meaning. A brand identity with soul.”
Naming, beauty and wellness brand
“Exceptional work that far exceeded expectations. She proactively suggested improvements I hadn't even considered.”
Brand strategy project
“Very thorough and complete consultation, I was actually surprised! You can see her feedback is genuine and what's best for the business.”
Naming consulting
“In addition to having a deep foundation in brand strategy, she's creative and brings insights that go far beyond the briefing.”
Caroline C., Senior Copywriter
“Her expertise and attention to detail was exceptional. I would highly recommend her for any marketing, messaging or strategy work.”
Brand messaging strategy, 1,196 hours
1 / 6

Nobody sees the strategy.
Everybody notices when it’s missing.

I’m Alessandra, a brand strategist and naming specialist with more than thirteen years of work for brands in fintech, food, beauty, tech, travel and retail. I work in writing, from a questionnaire built for your brand to a documented rationale, so every decision can be read, shared and defended.

I’m not a designer, and I don’t pretend to be. When a project needs a visual identity, I bring in design partners I trust on Upwork and write the brief they design from. Name and strategy first, then the look.

Hire me on Upwork