When I first started The Write Coach, I thought having a logo and a website meant I had a brand. I liked my logo, thought hard about the words on my website – and I loved having a business card. Job done, right?
Except it wasn’t. Everything was fine, but it just lacked impact (to paraphrase the old Instant Kiwi ad, I just felt like I needed something else!) My voice, my visuals, and my message weren’t speaking the same language. I soon realised that, if I wanted to come across as authentic and consistent, I needed to rethink.
Since then, I’ve been lucky enough to work with a graphic designer and a digital marketer who share my fascination with how brand identity fits together. It’s been fun exploring how our different skill sets work together to communicate the core messages of a business. Between us, we’ve found that when your words, visuals, and marketing strategy are in sync, your brand suddenly feels cohesive and professional. Clients notice the consistency and trust it.
We’ve also realised that building a small business brand works best as a collaboration. Back in my early days in business, I got so confused about which experts I needed to do which thing (and what that thing actually was!) For any brand, the writing clarifies who you are, the design brings it to life visually, and the marketing strategy ensures people can find and engage with your business. Developing a brand works best as a conversation between these three perspectives.
The beauty of having a cohesive brand is that it helps people recognise you, find you and trust you, particularly when the messaging is authentic, truly reflecting the people and values in the company. Clients and customers recognise this authenticity and respond to it.
Where I Come In
My part of the collaboration seems to naturally occur at the beginning – getting your words right helps you find the central thread that expresses who you are and what you stand for. Articulating that clearly is extremely helpful for the designer and marketer, who can then weave it through both visuals and marketing strategy.
I usually start with your About page — the heart of your website and a critical piece of brand storytelling. This is where you can share your journey, values, and the “why” behind what you do. I help you make this section feel like you, not like something written to fill a space. It’s collaborative, creative, and deeply satisfying to watch a brand start speaking fluently in a clear, confident voice.
Once that’s clear, we turn to the Home page. It’s the first impression visitors get, so it needs to be concise, inviting, and unmistakably in your voice. If your About page has done its job, the tone and direction are already there and we can simply distil it.
Finally, we look at two bios for your social media platforms. These tiny pieces of writing can make a big difference. Small shifts in tone or phrasing can help your message resonate with each specific audience.
Once your words reflect who you really are, the designer and marketer can carry that same thread through your visuals and strategy.
If you’re refreshing your own brand, here are a few places to start:
- Clarify your core message. Write down what you want people to know, feel, and do after they meet your business.
- Check for tone alignment. Does your writing sound like your visuals look? (If your brand colours are bright and playful, but your copy sounds like a policy document, that’s a red flag.)
- Make your“About” page matter. This is where your authenticity shines. It’s not just who you are – it’s the “why” behind your work
When your words, design, and strategy are all pulling in the same direction, your small business brand begins to speak with one clear, confident voice. (And you can enjoy your new business cards, confident that they’re conveying the real you.)
That’s what this collaboration is all about — helping you get there.
Go here to find out more about the collaboration.
If you’d like to chat, contact me here.
And if you’d like to check out my fabulous collaborators, you’ll find Tania from Electric Turtle, the graphic designer, here, and Gyspy from Gypsy Does Marketing here.
