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.