You know your work. Let's find the words.
A done-for-you brand strategy document for business owners.
You complete a detailed questionnaire, and I turn your answers into a personalised strategy covering your brand foundations, ideal clients, positioning and voice. Delivered as an editable Word document and designed PDF, ready to use across your business and marketing.
"When the words don't quite fit."
Brand Strategy • Elle Harrison Design Studio
Does your brand still feel like a work in progress?
I'm talking about more than your logo, colours or fonts. It's how you describe your business, who you want to reach and what you want people to understand about your work.
Perhaps you've written your website copy a few times, but it never feels quite right. You've tried to narrow down your niche, only to wonder whether you're leaving too many people out. Or your business has grown and changed, while your brand still reflects where you started.
You might have plenty of ideas, but find it difficult to bring them together.
What should you lead with? How do you explain your approach without sounding like everyone else? And how much of your own story belongs in your marketing?
These are the questions your brand strategy helps you answer. When you're so close to your own business, it can be difficult to see what someone else needs to understand about it.
Let's get clear on the business behind the brand.
You don't need to arrive with all the answers. Working through them is part of the process.
A brand strategy brings together the thinking that informs your website, messaging and marketing.
We look at what matters to you, the people you want to work with, the way you work and where you want your business to go. Then I put that into a clear, practical document you can refer to and use.
It gives you a foundation for decisions you might otherwise keep revisiting.
What's included in your brand strategy
A fully customised brand strategy document covering three core pillars. You'll receive a designed PDF to share with your team and an editable Word document you can copy and paste from.
Who you are at your centre
We put words around why you do this work, what matters to you and what you're working towards.
- Your purpose, mission and vision
- Your brand values, with short, meaningful descriptions
- A tagline and elevator pitch that clearly explain what you do and why it matters
- A simple, authentic way to explain your business
Your people and your place in the market
An ideal client overview and four detailed profiles, going beyond demographics to explore their pain points, motivations, objections and buying journey. How they feel now, and how your service can make a difference.
- Ideal client overview and four detailed profiles
- Pain points, motivations, objections and buying journey
- Your differentiators, positioning statement, emotional connection and service transformation
- Key words and benefits that speak to your people
How your brand walks and talks
Your brand archetype, voice and tone, with “we are, but we are not” contrasts to help keep your messaging consistent.
- Brand archetype, voice and tone with “we are, but we are not” contrasts
- Brand pillars, proof points and phrases
- A word bank you can use in your copy, AI prompts and everyday content
- An “avoid” word list to help you recognise language that doesn't fit
What do I do with it after?
Your brand strategy becomes a reference for how you describe your business, connect with your audience and decide what to do next. You'll receive an editable Word document to copy and paste from, and a designed PDF to share with your team or contractors. Keep it somewhere easy to find, so you can return to it whenever you're writing, briefing someone or working through a new idea.
Use it in your business
Write your website and everyday copy
Draw on your positioning, key messages and word bank for your homepage, service descriptions, bio, emails and social captions.
Plan your content
Use your brand pillars and ideal client profiles to choose topics that speak to what your audience is thinking, feeling and looking for.
Brief the people helping you
Share it with your designer, copywriter or marketing assistant so they understand your business, audience and voice.
Explain your business consistently
Give your team and referral partners clear language for who you help, what you offer and what makes your approach different.
Make decisions with a clear reference
Consider new services, collaborations and marketing opportunities against your purpose, values and positioning.
Guide future branding
Give a designer the context behind your business when developing or refining your visual identity.
Use it with AI
If you've tried using AI and thought "that doesn't sound like me", your strategy gives it much more useful context to work from. Upload the document to your AI tool, or paste in the relevant sections. Ask it to use your audience profiles, positioning, voice and word bank as the basis for its suggestions.
Get ideas
Explore content topics, email themes, campaign concepts and ways to answer your audience's questions.
Write and refine copy
Draft website sections, newsletters, social posts and service descriptions, then ask it to check the wording against your brand voice.
Think through your marketing
Explore campaign angles, plan a content calendar or consider how to introduce a new service to your ideal clients.
Work through business ideas
Use it as a starting point for comparing offers or collaborations with your positioning and values.
Try: "Using my brand strategy, suggest five content ideas that address my ideal clients' concerns. Explain the purpose of each idea and write an opening in my brand voice."
Review the suggestions for accuracy and fit before using them. Your strategy gives AI direction; your experience and judgement shape the final result.
Is this the right place to start?
You don't need a perfectly defined niche or a finished vision for your business. We can work through those as part of your strategy document.
Brand strategy can be especially helpful if you're:
Starting a business and want a clear direction before investing in your website and branding.
Established, but finding that your brand no longer reflects your experience or approach.
Rebranding or changing the focus of your work.
Struggling to describe what makes your business different.
Preparing for a new website and finding the copy difficult to write.
Ready for support bringing your ideas together.
How your strategy is created
You provide the insight. I bring it together.
This is a document-based service, rather than a coaching programme. You don't need to attend ongoing sessions or work through a course. I develop your strategy from your completed questionnaire, then you review the draft with one round of revisions included. An optional consultation is available for $90 + GST.
Book your brand strategy
Purchase your brand strategy through my shop to get started.
Tell me about your business
You'll receive a comprehensive questionnaire covering where you are now, where you want to go, your services, competitors, goals and the people you work with. It's a detailed form. Many clients work through a few questions at a time, giving themselves space to reflect. A consultation isn't included. If you'd like to talk things through, you can add one for $90 + GST. Please note, I'm not a business coach.
I create your strategy
Once you submit your questionnaire, I'll begin crafting your brand strategy around your business and your answers. You'll receive your first draft within 7–10 days of submitting your completed questionnaire.
You review, we refine
You'll receive the first draft to review, with one round of revisions included. You can leave comments and suggest edits for me to work through before preparing your final documents.
Your finished strategy
You'll receive a beautifully designed PDF to share with your team or contractors, and an editable Word document to copy and paste from whenever you need it.
An understanding of your business, with a designer's perspective.
I'm Elle Harrison, a former naturopath and the founder of Elle Harrison Design.
Having built my own business, I understand how much thought and experience sits behind the work you do. I also know that explaining it to someone who hasn't met you can take a different kind of thinking.
My background includes designing websites for natural and allied health practitioners. The same thoughtful approach guides how I help business owners explain what they offer and bring their business into their online presence.
The design, the words and the structure all need to work together. A clear strategy helps us make those decisions with a shared understanding of your business and the people you want to reach.
I offer brand strategy as a standalone service so you can do this work wherever you are in your business, whether we go on to build your website together or you take your strategy to someone else.
What clients have shared
"I feel so seen! The brand strategy is great, I love it."
"I have reviewed the brand strategy, and I am actually a little bit speechless. There is nothing I would change, you have been able to articulate everything that I wanted. Thank you so much!"
"You are beyond brilliant. This is fantastic. It was just what I needed to feel like this is the right step. You have me all worked out!"
"I thought my copy was pretty good but this has truly blown me away. You deeply understand my offering and my target audience, even better than me it seems! Thank you very much."
"Thanks so much for your time and energy on this. I absolutely love it."
A clear foundation. A direction that feels like you.
You can book this as a standalone service. You're welcome to use your strategy yourself or share it with your own designer, copywriter or marketing team.
Brand Strategy
Includes your customised brand strategy covering Brand Core, Brand Positioning and Brand Personality, delivered as a designed PDF and editable Word document. You'll complete a comprehensive questionnaire and receive your first draft within 7–10 days of submitting your completed questionnaire, with one round of revisions included.
- Customised brand strategy document
- Designed PDF to share with your team
- Editable Word document to copy and paste from
- Comprehensive intake questionnaire
- First draft within 7–10 days
- One round of revisions included
Optional consultation: $90 + GST. The base package does not include a consultation.
[To confirm: package price, payment options and whether GST is included.]
Your strategy is yours to use — with me, with your own team, or with another designer entirely.
Whether we go on to build your website together or you take your strategy to someone else, the foundation is the same.
A few things you might be wondering
It's a helpful place to start, particularly if you're finding it difficult to write your copy or explain what you want your website to communicate. Your strategy gives the copy and design a clear direction. It also helps you brief the person building your website.
Let's find the words for the work you do.
If you've been going around in circles with your messaging, I can help you bring it together. We'll take the time to understand your business and create a clear foundation for how you share it.