Why Soul + Strategy Is taking you to the moon.

The other night I went digging through my old website and content, and Jesus wept… it did not feel like me at all!

And I literally build brands for a living. This stuff is my jam, my oat-milk-flat-white-with-extra-froth. Yet even I found myself buried under layers of polished-but-boring, formulaic-but-"correct" marketing BS.

It got me thinking…
How many of us are walking around with brands that technically tick the boxes but quietly make us cringe?

You’ve done the things.
Picked the palette. Posted the posts. Perfected the About page (or at least tried).
You’re showing up, saying the words, doing the damn thing...
And still, it all feels a bit off.

Like you’re performing at being your brand, instead of actually living in it.

If this feels like you its because you’re missing something in one of two areas…

Soul or Strategy.

When I say soul, I’m not talking about crystals on your desk or journalling under the moon (although, sure, go wild).
I’m talking about your essence. Your story. The truth behind your message.
That spark that makes people lean in and feel something. That thing that can’t be faked.

Strategy is what gives that spark somewhere to go.
It’s the grounding. The momentum. The structure that turns feeling into follow-through.

When those two meet?
That’s when your brand starts to breathe again.

Because here’s what I’ve learned (the hard way):

✨ Soul without strategy is just a whole lot of tweaking.
✨ Strategy without soul is technically fine but emotionally forgettable.
✨ Together? You’ve got traction. Power. Presence.

You stop second-guessing.
You stop sounding like everyone else.
You stop trying to force yourself into a brand that never quite fit.

This is the work we do inside The Brand Awakening.

A one-week brand revival for creatives, coaches and visionaries who are so ready to stop watering themselves down and start building a brand that feels rooted, magnetic, and real.

Launching Thursday 8th May.