Intuitive brand strategy for writers

Crafting a brand doesn’t follow a one-size-fits-all approach; there’s no magic formula or secret ingredient. Instead, it’s our intuition that often leads us to the most meaningful outcomes.

Hi friends,

Welcome to the second installment of our quarterly branding series with Sarah Robertson, a seasoned brand designer, creative mentor, and the writer behind the

Brand Seasons

publication. If you want to catch up, here’s the first article.

Building a brand from the ground up

Here, Sarah introduced the foundational elements of branding and her approach to brand strategy, styling, and storytelling—helpful for building any compelling business or publication.

Crafting a brand doesn’t follow a one-size-fits-all approach; there’s no magic formula or secret ingredient. While there are established methods and techniques, it’s our intuition that often leads us to the most meaningful outcomes.

Brand Seasons initially started as a support tool for my creative mentoring clients. One year on from the launch of my Substack publication, it’s now evolving into something far greater, and I still feel a tinge of excitement as I bring together multiple threads—a podcast for deep conversations, a playful card deck, and a paper celebrating all things seasonality—under one roof.

But the concept didn’t materialise overnight. The desire to record my own podcast had been circling for years, the card deck idea had been slowly evolving in a different form, and the paper laced its way in on the back of my young graphic design dreams. I could suddenly see how these elements might merge within the Brand Seasons publication, adding more texture to the overall project. I had no master plan, but in following my intuition, I was honing the concept in a way that felt good.

Starting playfully

Sometimes, we start with a sense that an idea might land. But if we jump straight into strategy, it can lose its shine. That's why I advocate for a more playful approach to projects so we can feel more connected to them.

Launching Brand Seasons on Substack was about more than sharing knowledge; it was about inviting my community to join me on the path of ideation and creation. This past year, I’ve given myself space to allow my plans to form into something more valuable. Documenting progress and welcoming feedback has collaboratively shaped the project, and the podcast has launched with the support of a producer and a sponsor, making it all the more enjoyable and sustainable. What’s more, the paper will feature a wide net of artists, makers and writers, which brings me to say that this platform is more than a blog, a newsletter or a website. It's a playground where we can share, grow and build together.

Collaborating with fellow creatives doesn't just broaden our outlook; it strengthens the fabric of our businesses and publications. When we invite people in, we share wisdom AND elevate one another. This collective fuel ensures that when one of us thrives, we all do.

Planning thoughtfully

While strategy is crucial, we must first understand the 'what' and 'why' before addressing the 'how'. My approach is based on three pillars: foundations, positioning, and essence, designed to offer a purposeful and practical roadmap.

For all creators, building a brand is about crafting a welcoming space for your audience. By starting with intuition and moving with intention, you can align your efforts with your core values, vision, and unique voice. When you hit upon this blend, you lead from a place that is you-shaped and can be confident that your energy is being channelled in a way that feels good for you and feels good to others.

My branding work, whether focused on strategy, styling or storytelling, often stems from a mix of innate feeling and thoughtful planning. Questions like, "What excites me?", "How can this be fulfilling?", and "Why is this the right time?" guide my choices, helping me ease into my plans with each step.

With this mindset, I hope the idea of creating a brand strategy sounds less tedious or overwhelming, and more enjoyable and abundant.

Crafting a strategy

Building on my earlier post, let's delve deeper into foundations, positioning, and essence with questions to help you tailor your strategy. Understanding each pillar isn’t a must, but it could make for a better plan.

Establishing your brand foundations

This involves laying down the fundamental principles centred on vision, purpose and beliefs, forming the cornerstone of your brand. Identifying your 'why' and harmonising your strategies with your long-term goals and core values will shape the direction of your brand.

• Vision: What do you aspire to create? This could be a tangible thing or a feeling. Think about what you want this space or your brand to become and stay anchored to that idea.

• Purpose: Why does your work in the world matter? Your purpose is the heartbeat of your brand, supporting your plans, motivating your actions and communicating your message.

• Beliefs: What values guide your decisions and interactions? These principles influence how you present yourself to the world, helping you connect on a deeper level.

Considering your brand positioning

Understanding your audience, market, and the difference you bring is essential for setting your creative practice apart. Your audience consists of your readers and subscribers. The market defines the sector, industry, or niche you operate within. And the difference is the magic you bring.

• Audience: Who are your readers? What do they need? Garnering feedback and gathering insights around the challenges and interests of your audience is key to tailoring your messaging and offerings.

• Market: Where do you sit? What are your strengths? Analysis helps you understand the landscape of your business or publication, and knowledge can help you fill the gaps with your gifts!

• Difference: What do you know? What can you share? What sets you apart? While it can be uncomfortable to look at this competitively, you do have distinct qualities. Home in on them!

Capturing your brand essence

Getting to the heart of your brand—capturing its unique nature while maintaining integrity and harmony—will help define how your brand interacts with the world and influences how it is perceived. Your brand essence is the ultimate driving force behind your actions.

• Nature: What are the inherent qualities of your brand? This involves understanding what makes your brand distinct—its character, its personality, its voice, and the feelings it evokes among your audience.

• Integrity: How can you establish trust among your audience? Bring coherence to your messaging. Align your actions with your core values. Build credibility and maintain standards.

• Harmony: How can you achieve a unified brand experience across various touch points? Strive for a seamless integration of all elements. A synchronised brand is a resonant brand.

Measuring success

The most effective brand strategies are flexible and evolve with the needs of your audience and the insights you gather. Whether for your business or your publication, consider both traditional growth metrics and deeper measures of success, such as the ability to foster a sense of belonging and connection. Reflect on what holds meaning not just for you, but also for your readers.

Analytics tools offer a practical way to gauge performance, allowing you to monitor open rates, click rates, and growth. These metrics can help you understand what resonates with your audience, providing valuable feedback for refining your content strategy over time. Yet, what feels personally fulfilling is equally important. I consider engagement metrics like comments and shares over likes or follows.

Measuring my energy carefully has also taught me the value of embracing a slower pace over rapid growth. There’s an element of freedom in trusting my cadence and working and writing when it feels most natural, which supports my overall creativity.

Maintaining this balance has necessitated clear boundaries, such as reserving certain Substack features for paid subscribers and turning off notifications to minimise distractions. Ultimately, it’s about implementing a sustainable strategy.

Join the conversation

Take a little time to reflect on your strategy. What are you confident in? What needs refinement? What might you let go of? Share your thoughts, or join me at

Brand Seasons

for more insights. I’d love to welcome you into the fold.

If you enjoyed this, check out a related article from Sarah’s archive about approaching branding and business with patience and purpose.

Crafting a thoughtful brand

Sarah’s publication is a must-read for those looking to integrate their creative practice with cohesive branding. She also writes about curiosity, creativity and connection and has recently launched her podcast.

When she’s not writing on Substack, Sarah helps her clients define their vision, craft beautiful visuals and discover their voice through her design studio, These Are The Days.

What do you think?

• Do you have a brand strategy?

• Does crafting a more intuitive brand resonate with you?

• How do you measure success?

Let us know in the comments.

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