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the real work happens behind the brand

The numbers game behind your brand

Published about 6 hours ago • 3 min read

2ND EDITION | ISSUE #189

Have I lost it? Like really lost it this time? Maybe.

Because here I am 4 days before my wedding. Holding myself to sending out a newsletter this week. Granted - the plan was to batch out these newsletters in advance. But that plan also kinda went to shit so here we are!

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I’ve got a few minutes to kill before my appointment with my seamstress so I figured why not write something up on my phone real quick!
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Because the real reason I’m holding myself to sending out a newsletter today. Is a number. 200.
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My 200th newsletter lands *perfectly* on the calendar right now. And that number - is holding me accountable. That goal and plan of publishing a 200th issue & making a “thing” about it when it happens is something that has been in the back of my mind the closer and closer I get.

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And it’s that same number that has me writing this newsletter in a Tim Hortons parking lot (while drinking a Starbucks iced coffee go figure).

When it comes to marketing your brand. It’s a numbers game.

Numbers & data help root your strategies and launches in the facts. Not in your emotions of how you feel about your brand & creating content for it.

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I feel like I should yell that again for the fans like me In the cheap seats in the back.
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How you feel about your brand + creating content for it should not be your only metric.
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And numbers also make building a brand (especially in the online space where nothing is tangible) feel more real. More attainable. They make it possible to track progress.

And while I wish I could tell you I’m one of those business owners that keeps track of the month to month numbers. I’m not. It’s the type C in me what can I say.

But also. Month to month - you might not see a lot of growth. Or change. And it can feel like a waste of your time just tracking what’s working on that scale (so you won’t keep up with it either).

What I have found works for me (as well as my 1:1 clients) is a quarterly brand reset. Taking the time to check in with you the founder + the numbers - to find the clarity in it all.

The Q2 reset at the end of June is always a big deal. Because we are halfway through the year and the numbers tell us whether or not we need to adjust course.

So if you were around then you’ll remember that I broke my entire quarterly brand strategy process, prompts and all into two newsletters.

Rather than be to to crazy and write a whole new piece of content this week. I’m gonna give myself a little break and link back to those so you can bookmark them. Schedule a time at the end of this month to do your Q3 reset, and follow along with the prompts.
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This is the exact process I use to get clarity + do the research to validate your brands positioniong. Then find the sweet spot - between the numbers, and your experience to create a strategy for the next season behind the brand.
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​Click here for Part One if you still need to get some clarity and do some research​
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​Click here for Part Two to map out your Q4 Strategy, and create an actionable plan for behind the brand.​

You have an idea. A pivot you can't stop thinking about, a new offer, a new audience - and no real proof yet that it's going to work.

That's where a Studio Session comes in. You bring me the idea, and I do the digging to validate it - the audience research, the listening, the analysis - so a week later you walk away knowing whether the idea holds up, who it's actually for, and the strategy to execute it.

Due to a recent client cancellation, my calendar just opened back up - for both Studio Sessions and 1:1 design work.

​→ Schedule a Studio Session​

And if you already have the strategy and you just need the brand to finally look like it - that newly open spot is available for done-for-you brand identity or website work this fall, too.

​→ Click Here to Inquire​

Off the clock →
​Sooooo each week when I write this section I basically just go through my camera roll. And since we are in the final stretch of casually building our own wedding venue - this is all i've got!
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See you in your inbox again next week - but with a new last name!

If you found this newsletter valuable, please feel free to forward it to a friend!

And if someone else sent you here & you've made it this far.

​Catch up on the last 188 issues in the archive​

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the real work happens behind the brand

Behind The Brand is a weekly newsletter for solopreneurs and small business owners navigating the ongoing reality that their brand needs to evolve—whether they're working with a DIY setup, in the middle of a rebrand, or maintaining an established brand through business pivots.

The newsletter teaches slow branding: the philosophy that brands evolve in seasons and don't need to be rebuilt from scratch every time something shifts. Through real brand breakdowns and practical strategy frameworks, readers learn to recognize what actually needs attention versus what can wait—so they can make confident branding decisions without the constant "should I start over?" spiral.

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