Shaping my brand on Substack

Six months of making the platform my playground

It’s been half a year since I published my first official post on Substack, and today I’m sharing an honest account of what’s working, what’s not and what’s next.

In truth, I've only been sharing regularly for the last few months. The early days were filled with the delights and demands of a newborn, but sometimes my mind would go to how I might nurture this community. I grappled with writerly doubts and fears and considered the value of the energy invested in this space versus the potential rewards.

So, what insights have I gained? What does growth mean to me? And what does my future on Substack hold? I hope my take can add some texture to the other reflections you may have read. And, if you’re curious about joining as a reader or writer, perhaps it will help you see how you can make the space your own.

“We are never more fully alive, more completely ourselves, or more deeply engrossed in anything than when we are playing.”

– Charles Schaefer

1. A holistic platform

When I launched, I planned to share the knowledge accumulated in almost two decades of running my own businesses. But I wanted to do it differently and take you on the trail of ideating, creating and launching a project with me.

I love documenting my progress and welcoming your feedback, and it feels good to be shaping my plans with you in mind. This has been made possible because Substack is more than a blog, a newsletter or a website. In fact, it’s a lot like an open playground where we can share, grow and build together.

In a recent masterclass,

Poorna Bell

touched on how we can engage more fully in conversation—through comments, Chat, and Notes. Now, with the ability to add audio, video and a podcast, we have all the blocks to build our very own communication hub.

2. Meaning over metrics

I started anew and invited my existing Inside Story subscribers (who receive seasonal emails) to join me. A small number signed up, and I’ve seen a steadily rising readership, with around 70% coming from within the Substack network.

But while subscriber count holds some weight, it's not a full reflection of creative value. I’m more interested in engagement. And I want to avoid the algorithms, competition, and performance we see on other platforms. Cultivating a sense of belonging and connection feels like a truer measure of success.

The wealth of talent can also be overwhelming, as can the articles with strategies for attracting subscribers, hitting bestseller status, or achieving financial milestones. I read them because they offer practical, actionable advice. But I'm mindful of what to take with me and let go of.

3. Finding kinship

Something I enjoy about Substack is the possibility of discovering other creators and makers, seekers and thinkers, and engaging with and elevating them in meaningful ways. This is a home for my creative writing and branding support, but the warmth of community and generosity of spirit here add something more.

This is why I launched a series, Notelets on Nurture, where you can learn from writers such as

Lindsay Johnstone

with tips to nurture your inner writer,

Hannah Ashe

on creative solitude and

Nadja de Oliveira

with a poem about growing out of old beliefs.

“Alone we can do so little; together we can do so much.”

― Helen Keller

I’ve also joined other writers on their platforms. Highlights include a conversation about quiet ambition and finding balance with Claire of

Moments of Moxie

, delving into business and motherhood on

Company of Two

, and a design feature with Joanna of

Dulcify Journal

.

Collaborating with fellow creatives doesn't just broaden our outlook; it strengthens the fabric of our publications. When we invite people in, we share wisdom AND elevate one another. This collective fuel ensures that when one of us grows, we all do.

4. Conserving energy

In embracing a slower pace over rapid growth, I’ve found a feel-good rhythm that works for me. It means my progress is intentional and sustainable, which supports my creativity.

Trusting my own cadence and finding some freedom in my writing practice means that, rather than sticking to a rigid schedule, I edit and publish when I feel most attuned to the process. There’s power in letting our ideas, and indeed our “brands” (whatever that might look like for you), mature in their own time.

Boundaries have also been essential. I ventured into Notes only once I was in a pattern with posting and am considering Chat for future conversations, possibly alongside a paywall. And I keep email and app notifications off to avoid distraction and protect my energy. You can also set up smart notifications here so you don’t get multiple alerts for the same things.

5. Framing the future

Moving forward, I'm excited to design some fresh graphics for this publication. The initial style, while simple, was part “borrowed” from my design studio, These Are The Days. It offered a stepping stone to get me started which, as a recovering perfectionist, wasn’t easy! But it helped me begin.

As I transition from a strategic phase into one of designing, I’ll be as open about the process as possible, sharing the journey without spoiling the surprise of the launch of my product, podcast and paper. Ultimately, I want to keep playing and let things reveal themselves when the time is right.

Over time, I also hope to enhance accessibility by recording audio versions of each post. This will likely help me fine-tune my voice in preparation for the podcast too!

6. A path to paid

On reflection, I’ve decided to introduce a paywall after easing back into work life in December and moving closer to launching the Brand Seasons project. Until then, I’ll continue in the spirit of open sharing, though I’d love your input on potential offerings. And please feel free to share any further thoughts about what you’d like to see.

* 1:1 creative mentoring sessions are intended for founding members

If you’re interested in becoming a paying subscriber, and since community is the heartbeat of Substack, it would mean so much to me if you helped shape these plans! This means I can focus on crafting something of real value for you.

Tell me, what are your aspirations for Substack? What do you think you’ll start, stop and continue doing?

As a free subscriber, you can enjoy articles and essays exploring the rhythms of our creative lives and work, written through the lenses of curiosity, creativity, and connection.

If you’re ready to craft a brand that feels like home and access exclusive insights and resources, consider upgrading to join my Brand Seasons paid community. Here, I support you with a gentle, nurturing, and playful approach to brand strategy, styling, and storytelling. I’d love to welcome you!