Case Study: Reframing Perspectives
From Scattered to Soul-Aligned: How I Helped Dr. Payal Beri Clarify Her Brand and Set the Stage for a Standout Substack
🙋🏻♀️ Hey there—I’m Amy Zwagerman, founder of The Launch Box and creator of The Substack Brand System.
What you’re about to read isn’t just a case study. It’s a real-world example of how thoughtful brand strategy can turn “just another newsletter” into a magnetic, mission-aligned platform that grows with you.
This story stars Dr. Payal Beri—a global speaker, psychologist, and empathy storyteller—who went from “absolutely not” to “I’m all in” on Substack. And it’s also the first time I’m pulling back the curtain on the system I’ve built to help thought leaders like her (and maybe like you) build a community with clarity, confidence, and style.
Let’s dive in.
→ Ready to skip the scroll and dive into the branding framework behind this story? Learn more about it here: The Substack Brand System.
TL;DR:
When Dr. Payal Beri wanted to expand her brand to Substack, we used The Substack Brand System to build a soulful, strategy-led presence that reflects her voice and positions her podcast for growth.
Prefer to skip the backstory? Feel free to jump ahead to The Result
Introduction
Meet Dr. Payal Beri, Empathy Storyteller
I first met Payal (yes, we’re on a first name basis, but you should call her Dr. Beri) at a talk neither of us wanted to be at. We found ourselves sitting next to each other, quietly realizing the event wasn’t quite what we had signed up for (we both agreed it was mismarketed, something I detest immensely). After a little side-eye and some whispered commentary, Payal leaned over and confessed she was ready to leave—and honestly, I was right there with her. She gave me the perfect exit, and I took it.
→Thank you, Payal. I owe you one!
That spontaneous escape set the tone for our friendship: honest, a little rebellious, and always up for a real conversation. Over the next few meetups, I learned all about her favorite things—empathy, storytelling, and potatoes (no, I’m not kidding about the potatoes, but I’ll spare you the details), and her big ideas–immersive events, an intentional community, and a personal brand, oh my!
Me being me, I immediately wanted to build a brand strategy to help her harness those big ideas. She eventually agreed and, before I knew it, the 50+ page brand blueprint for RK Empathy and its sub-brands, Dr. Payal Beri (Personal Brand), Reframing Perspectives (Podcast), and Empathy Storytellers Salon (Community), was born.
RK Empathy Mission Statement
To build a movement where shared stories lead to shared understanding —inviting people into immersive experiences and honest conversations that transform how we relate to ourselves, each other, and the world.
→ Psst: RK Empathy is named after Dr. Beri’s grandmother, whose influence is literally inked on her arm as a reminder of her roots and passion. So, when Payal handed me the keys to her brand, I knew it was a big, capital letter, deal! What she needed wasn’t just a strategy for growth, but a way to honor her story, clarify her message, and build a brand that could expand with her—without losing the heart that made it special. And that’s exactly what we did.
“I'll say this a million times over, [Amy’s] work is so thoughtfully done and beautiful! I feel so seen, understood and excited by everything.” - Dr. Payal Beri
Situational Overview
Fast forward a few months: With the RK Empathy brand strategy in place, a successful podcast launch in the rearview, and a message that’s striking a chord in today’s landscape, Dr. Beri is curious about Substack.
It’s a bit of a plot twist considering her original reaction to my casual mention of the platform was a flat-out “no” (and yes, an actual eye roll). But a timely conversation with a friend publishing a thriving newsletter sparked a fresh perspective for her: Substack became more than just another publishing tool—it became a space built for story, connection, and impact (three things Dr. Beri cares a lot about).
And just like that, we’re off to the races—it’s time to bring Dr. Beri’s voice, vision, and values to life via The Substack Brand System.
The Problem
Dr. Beri had a powerful message and a growing podcast, but no clear strategy for how Substack would fit into her brand ecosystem. Without clear positioning, a memorable visual identity, and clear narrative voice, she risked showing up on the platform in a way that felt scattered or inconsistent.
The Solution
To solve this, we started by defining exactly how Substack would fit into the RK Empathy brand ecosystem—ultimately deciding to position it as an extension of her podcast, Reframing Perspectives. From there, we used The Substack Brand System to build out a strategy and presence that was aligned, intentional, and unmistakably hers.
Want to see what brand clarity looks like?
👇 Here’s a snapshot of the final brand guide for Reframing Perspectives:
* This is only a snapshot. Image does not feature the complete brand guide.
The Results
By clarifying how Substack fits into the broader RK Empathy brand architecture and building a soulful, strategy-led presence for Reframing Perspectives, Dr. Beri is now set up for a strong launch—with everything she needs to grow her audience, deepen engagement, and extend her impact.
Here’s a look at the transformation:
The foundation is set. The message is clear. The Reframing Perspectives podcast is primed for connection—and built to evolve as the brand continues to grow.
“Amy didn’t just help me design a newsletter brand—she helped me create a home for my voice.” - Dr. Payal Beri
Why It Matters?
Because showing up with clarity changes everything.
Substack isn’t just another platform—it’s where your voice becomes a brand and your message becomes a movement. That’s the power of doing it right.
Ready to Build Your Own Soul-Aligned Substack?
If you want your Substack to feel like a true extension of your brand—clear, compelling, and built to grow—The Substack Brand System is for you.
Join the next cohort (👇🏼 info below) and get the strategy, support, and structure you need to launch with confidence.
→ Click here to learn more or message me to grab a spot.
🌟 The Beta cohort kicks off June 7! It’s a small group experience (just 10 spots) designed for hands-on support, real-time feedback, and brand transformation. Founding members get the full program at a special beta price of only $100—don’t wait until it’s full.
Let’s build a brand presence that sounds like your voice, looks like your vision, and feels like home.
AI-supported, human-led. All ideas and insights are my own. Curious how I use AI and where I draw the line? See my AI Disclosure Policy →
Integrity Pledge 🙋🏻♀️: The books, newsletters, shows, podcasts, and client work shared here are 100% reflective of my world. I will always disclose if and when I have a relationship with a brand I mention in a post or am sharing an affiliate link.
I loved this Amy. Thank you so much for putting such great workout into the world.