INSPIRING PEOPLE EVERYWHERE
TO BE HEART STRONG
How a boutique non-profit started a social movement to foster resilience.
Clients
Heart Strong Collective
Jessica Lindberg
Year
May 2023
Role(s)
Brand narrative
Website content direction
Website copywriting
Brand consulting
Creative consulting
The Plot
Jessica Lindberg is like most wildly creative people: full of wonderful ideas and energy with a passion to use her skills and her stories to create greater social impact.
She’s the founder of the Ethan Lindberg Foundation, The Heart Strong Collective and her personal brand, Jessica Lindberg.
Jessica’s traumatic, yet resilient story was the driver behind her founding nonprofit, but as the brand and the mission evolved, so the messaging needed to as well. Furthermore, Jessica is a talented speaker and podcaster, and wanted to share stories of resilience beyond hers as a means to encourage a new audience and build a revenue stream.
Despite her experience as a talented marketing professional and copywriter, Jessica was experiencing an internal tug-of-war. She was ready to launch the next phase for her businesses, but was too close to each one to see the clear path forward and articulate messaging without overwhelm.
ABOUT THE PROJECT
How We Approached It
Discovery meetings to understand her businesses and the “why” behind each one.
Brand exploration to determine whether she needed three separate brands or could simplify with two. (Jessica Lindberg and The Heart Strong Collective).
Interviews and discovery to gain insight and storytelling content.
Developed the brand story (core marketing message + emotive stories) for The Heart Strong Collective and Jessica Lindberg.
Website content creation and general creative direction.
The Results
Clear, resonant messaging to help users truly understand each brand’s mission, offering, uniques and the stories that drove them.
Confidence in having a clear message and brand positioning for each business
Brand clarity and positioning: Less marketing waste by not needing to manage three separate brands with overlapping missions
Expansion into market segments previously unable to gain traction in for more impact and revenue streams
The Nonprofit
Personal Brand
CLIENT TESTIMONIAL
Jessica Lindberg, Founder and Executive Director, The Heart Strong Collective
"I had been leading the non-profit I founded for seven years when I hired Michelle. We were in a transition, and I needed someone to help me write the copy for our new website and help articulate our mission from another perspective. I was also stuck on how to move my vision forward. The questions Michelle had me work through helped me get clear about the mission and where I wanted to go next.
“She also forced me to gain clarity in messaging through her “formula” for writing stories and building websites. Michelle also challenged me to embrace my personal story, one that I often struggle to share fully. She reminded me that our life stories are our currency and do give us the “street credit” to do the work we are called to do.
For the last seven years, I’d written every piece of copy for the organization and needed someone else’s perspective. I think we can get too close to our businesses and we can miss some important uniquenesses we have. She helped highlight ours.
“I had also been struggling to figure out where my personal brand ended, and my non-profit brand began. While I hired her to help me with the non-profit, I also ended up hiring her to help me with my personal brand. The whole process brought clarity, and I’m looking forward to entering 2024 with our new websites and a clear vision to move forward.
I wholeheartedly recommend Michelle. She’s gifted at brand storytelling and a valuable strategic voice that helped me gain clarity and make changes I intuitively knew I needed to make. She gave me the push I needed to step more fully into my gifts."
START STORYTELLING TODAY
Reach out to us for a 15-minute free consultation and to learn how brand storytelling can make an impact on businesses just like yours.