The Stitch #3: From scattered ideas to clear brand story (the framework)
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It’s Day 2 of the Virtual Launch Party 🎉
You know that feeling when you try to explain what you do… but by the end, even you aren’t totally sure what you just said?
That was me in the early days of Thread Studio. I had a vision and a solid strategy, but every time I tried to explain it, I'd cover all the bases without really connecting the dots.
I'd mention my corporate strategy background, talk about helping founders with brand clarity, touch on storytelling and systems. All true, all important, but somehow it never felt like one cohesive story.
I kept asking myself:
“How do I talk about what I do in a way that actually connects?”
The more I listened to others, from new founders to seasoned creatives, the more I realized: we’re all trying to make our brands make sense.
We have brilliant ideas, valuable experience, and clear visions for impact. But when it comes time to explain it clearly and memorably? That's where things get tricky. We either keep it too surface level, or we share everything and lose the thread.
It wasn’t a confidence problem. It was a structure problem.
And that's exactly what today is about, giving your story the structure it deserves.
Let's get into it.
Lu
Have a brand strategy or business launch question you’d like answered in a future issue?
✨ The Backstory: Where the Threaded Story™ Came From
Before Thread Studio, I spent over 15 years helping senior execs craft messaging that landed. Not just for panels or town halls, but for moments when it really mattered. What I learned was this:
Even people with decades of experience get stuck on how to say what they do. Especially when there are thousands of moving pieces.
It’s not about the words, it’s about the structure behind the message.
When I started building Thread, I hit that same wall. I had the vision and the strategy, but all the pieces felt scattered.
So I opened a blank Notion board and started adding everything I knew: my purpose, my audience, my messaging, my offers, my experience.
I moved things around until a clear order appeared. The why, the heart, the story, the experience, the embodiment. Suddenly... it all clicked.
That became The Threaded Story™. It's the framework that drives my brand strategy deliverable and what I use in every project. It shapes messaging, aligns marketing, and makes it easier to talk about what you do in a way people actually remember.
It is the thread that runs through everything I offer.
🧵 Meet the Threaded Story™
The Threaded Story™ Framework is the foundation of my brand strategy work. It’s how we take all the thoughts in your head and give them shape, clarity, and flow.
Here’s what it includes:
The 5 Stages:
1. Define the Why: What problem do you exist to solve? What change do you want to create in the world?
2. Add the Heart: What values drive your work? What makes your approach uniquely yours?
3. Craft the Story: How do you connect your why and heart into messaging that resonates with your audience?
4. Stitch the Experience: How does your brand show up consistently across every touchpoint, from your website to your client calls?
5. Embody the Brand: How do you as the founder live and breathe this brand in everything you do?
What this looks like in action:
❌ BEFORE (my scattered version): I'm a brand strategist with 15+ years of corporate experience. I help founders with brand clarity, messaging, storytelling, and launch strategy.
✅ AFTER (my threaded story): I spent 15 years making senior leaders magnetic. Now I partner with founders who are amazing at their craft but need help untangling those scattered ideas into one clear brand story—so they can feel confident in how they show up and stop feeling overwhelmed.
See the difference? Same experience, same services, but the second version connects my past to my present and shows exactly who I help transform. One is a list, the other is a story of why you do it.
🖼️ Here’s how the Threaded Story™ goes from sticky note chaos to a polished, usable brand strategy
These slides are from the Brand Strategy Foundation deliverable I create with every client. It’s how we turn the Threaded Story™ into a complete brand strategy you can actually use to guide your messaging, marketing, and presence.
🎯The Strategy Stitch
Ask yourself:
Does my brand story have a beginning, middle, and end... or does it still feel like scattered bullet points?
If it doesn’t, that’s not failure. That’s a flag.
It means it’s time to zoom out, get curious, and reconnect to what this brand is really here to do.
🧠 Inside every client project, we use the Threaded Story™ to anchor messaging, brand clarity, and launch strategy. Whether it’s a full strategy build or a mini sprint, this framework is always step one.
If you’re curious what that could look like for you, you can check out my services here. Or just stay tuned, I’ve got more behind the scenes coming.
🧰 From the Studio
💡 Real Talk: Most of the time, the issue isn’t your service offers. It’s that your brand story doesn’t have a shape yet. That’s what we fix first.
📍 Take the Brand Role Quiz if you haven’t, it’s your emotional anchor point.
💭 Prompt to Pull
Which stage of your brand needs the most love right now? Be honest, no judgment. That’s the story thread waiting to be pulled.
Want to journal it?
The story my brand is trying to tell is really about ____.
🪡 The Stitch to Remember
Your brand doesn’t need to sound bigger.
It needs to sound truer.
Start with the story.
PS: This is day 2 of launch week! If you missed yesterday’s Stitch or still want to RSVP to the party, head here. I’m sharing everything I wish I had when I launched. Because I want you to feel like you’re building something that feels like you.
