The Branding Menagerie

When a brand makes a decision that pisses off half its audience, it's either reckless or strategic. The NFL picking Bad Bunny for the 2026 Super Bowl halftime show? Strategic as hell. When you look at the brand positioning research that likely sat behind that call, it's one of the smartest bets they could make. In my latest post, I show you how to use the same research framework for your clients or your brand.

Most businesses treat their "brand story" like homework they need to finish. Write a paragraph, stick it on the About page, call it done. That's why so many brand stories sound exactly the same and make zero impact. A real brand story grows out of your messaging strategy - your core message, what you stand for, the specific benefits you deliver, and how you talk about all of it. Without that foundation, you're just making things up as you go.

The biggest lie in business? That branding is just taglines, logos, and merch. The media sells it. AI platforms profit from it. Funders reinforce it. And it keeps mission-driven orgs broke, scattered, and exhausted. Meanwhile, big businesses never skip the steps that actually make branding work—strategy, insights, and disciplined messaging. That’s their edge.

The messaging strategy for your wellness brand is where everything becomes actionable for creating content.

Your audience persona exists to guide real-time decision-making. For every piece of content you write, every offer you structure, and every email you send, keep your persona open in another tab for active use while writing for your brand.

Your brand voice guidelines don't exist to judge your work. They exist to speed it up and sharpen it so you're not reinventing your brand's personality every time you need to say something.

Ever felt like your business is speaking, but nobody’s really listening? That gap between what you do and how you say it is costing you connection, clarity, and impact. Let's break down why verbal branding—the language you use to tell your story—can either amplify your work or flatten it entirely.

Learn why wellness marketing often underperforms and how a clear messaging strategy creates consistency, clarity, and client attraction for wellness businesses.

Wellness founders already ask questions, but misuse surveys. Learn when surveys work, why most fail, and how to use feedback to improve messaging, offers, and conversion.

A story-driven look at why wellness marketing underperforms when messaging lacks structure, and how audience intelligence helps wellness founders translate real expertise into language clients trust.

Learn how business strategy, brand strategy, and content strategy work together to support growth for health and wellness brands—and why skipping any one of them weakens your marketing.

I’ve been using ChatGPT since its launch. I’ve played with it, tested it, leaned on it, and yes, relied on it to move fast in building the most recent iteration of my business. But lately, I’ve been noticing a few things while using AI that have been pissing me off. I’m talking deep, structural, cultural blind spots with these tools. The kind that makes AI dangerous to Black voices if not addressed thoughtfully.

Explore how archetypes, spirituality, and strategic messaging work together to help wellness brands communicate clearly, build trust, and create lasting alignment with their audience.

Build an authentic personal brand as a wellness founder through alignment, depth psychology, and messaging clarity that builds trust and resonance.

Understand how wellness brands can leverage empathy and audience insights to create clear, trustworthy messaging that drives business growth.

Stop guessing what your wellness audience wants. Learn how audience personas and behavioral insight create brand messaging that builds trust, resonance, and real client growth.

Learn how wellness founders can build a messaging ecosystem that brings clarity, consistency, and trust across content, marketing, and sales.

Feeling stuck creating content for your wellness brand? Learn simple, grounded ways to spark creativity without forcing ideas or burning out.

Brand values mean nothing if you don’t live them. Learn how wellness businesses turn values into hiring, messaging, and decisions that build real trust.

Learn how wellness brands use the Magician archetype to transform clients, clarify messaging, and stand out with credible, specific results.