Reframing Brand Voice and Increasing Engagement for a Startup

A fast-growing wellness coaching startup approached me to help elevate their online presence and strengthen engagement across multiple platforms. Despite having a loyal client base, their content wasn’t translating into meaningful digital growth. They needed compelling, consistent copy that would both reflect their brand’s personality and connect authentically with audiences across LinkedIn, Medium, Pinterest, YouTube, and X (formerly Twitter).

My role was to create a multi-platform content strategy and execution plan that highlighted their expertise while fostering genuine community engagement.

The brand had strong values—mindful living, work-life balance, and self-growth—but struggled to communicate them effectively online. Key issues included:

A scattered tone: Their messaging fluctuated between overly formal and too casual, making the brand feel inconsistent.

Low engagement metrics, particularly on platforms like LinkedIn and X where audiences expect concise, emotionally resonant messaging.

Underperforming blog content that wasn’t optimized for reader retention or shareability.

A lack of platform differentiation, as the same copy was being reposted across all channels.

The startup wanted to build a unified voice that could flexibly adapt to each platform’s culture without feeling forced or repetitive.

I began by conducting a brand voice audit, analyzing their existing content, audience comments, and competitor messaging. From there, I developed a tone framework—grounded, empathetic, and insightful—to serve as the backbone of all future communication.

Next, I created a platform-specific content strategy, identifying each channel’s unique audience behavior and engagement triggers:

LinkedIn: Crafted thought leadership posts focusing on mental wellness in the workplace, with polished yet approachable language.

Medium: Developed long-form storytelling pieces around burnout recovery and personal growth journeys.

Pinterest: Designed visually engaging copy for pins and guides focused on mindfulness exercises and daily affirmations.

YouTube: Scripted short video introductions and captions for interviews and self-care tutorials, emphasizing authenticity and warmth.

X (Twitter): Wrote concise, conversational posts designed to spark reflection and conversation, incorporating trending wellness topics and relatable insights.

Every piece of content was crafted with clarity, empathy, and platform intent in mind—ensuring the brand spoke directly to its audience in a way that felt natural and human.

After a three-month content refresh, the results were clear and measurable:

52% increase in engagement rate across all platforms.

29% growth in LinkedIn followers and a noticeable uptick in professional inquiries.

Higher reader retention on Medium, with average read time increasing by over 40%.

Consistent tone and stronger brand identity, reflected in audience comments and shares.

The startup’s audience began to see the brand not just as a coaching business but as a relatable voice in the broader wellness conversation.

This project underscored how strategic storytelling and tone discipline can transform brand perception. By focusing on human-centered messaging and platform fluency, I helped the startup develop a consistent voice that built trust, inspired engagement, and ultimately expanded their reach.

For me, it reaffirmed a key copywriting principle: when your words genuinely reflect your values and your audience’s aspirations, they don’t just attract attention—they build lasting relationships.