Why Your Substack Needs a Brand, Not Just a Voice
A recognizable brand isn’t built by accident. It’s built with purpose, promise, and personality.
→ This is a story about transforming your newsletter from a collection of posts into a brand readers remember.
🙋🏻♀️ Hi, I’m Amy Zwagerman. Founder of The Launch Box, marketing mentor, educator, and Fractional CMO with 25+ years of experience helping entrepreneurs find their marketing zwagger (and clarity).
If you’ve noticed I’ve been a little MIA on Substack lately, here’s why: what started as a “quick post” about branding on Substack turned into a full-blown strategy framework (slash course, slash “how did branding get so complicated?” project). In other words, I managed to prove my own point about just how layered this work really is.
The good news? I’m finally ready to share what I’ve been building and this newsletter is your very first look.
TL:DR
I took an impromptu break from publishing the past couple of weeks to figure out why some Substack newsletters stand out and others fade into the background. Spoiler: it’s not just about great writing or a clever name. It’s about building a cohesive brand that brings your voice, purpose, and presence together. In this post, I share my own journey from writer to publisher, the challenges of branding on Substack, and a practical framework to help you turn your newsletter into a brand readers remember.
The Real Challenge: Why Substack Branding Isn’t What You Think
When I first started my Substack, I thought branding would be the easy part. I mean, I’m a marketer—how hard could it be? (Cue the universe’s laughter.)
I’ve always understood the value of a newsletter. In fact, I’ve been trying to up my newsletter game for well over 5 years. To understand why it’s taken me so long, I need to take you back a few years, er decades, to when I was an undergraduate at the University of Arizona (is it basketball season yet?). And, while I can tell you lots of fun—and embarrassing—stories about that time, my point for the purpose of this tale, is that college was precisely when I decided creative writing was never going to be my forte and laid down my #2 pencil for good. (I also assign some credit for this decision to the faculty who graded my upper division writing proficiency exam, but, alas, I can’t really blame them for my writers block now can I.)
Sorry, I got lost in a memory. Let’s fast-forward back to today…
My foray back to writing started a few years ago and includes a ‘whole lotta’ listicles' that performed like reheated leftovers, even on Medium (#sorry—for real). Put another way, the ‘blog’ I started to promote my business wasn’t exactly doing me any favors, and it definitely wasn’t something I’d consider publishing on Substack—the place where ‘real’ writers live. Still, I was craving something more, and Substack seemed like the answer: a chance to build a newsletter with real personality, something more than the posts I had regularly been tossing into the void.
I still don’t know why I made this choice considering all of the baggage I just shared, but I decided to dive in with both feet (bi-weekly posts! A podcast! Maybe a parade?) thinking I would figure out how to write a regular newsletter on the fly (cue the universe’s even louder laughter). Year one? Four posts, two as yet to be published podcast episodes, and a lot of “I’ll get to it next week”. Year two? Thus far, I’ve managed seven posts in nine weeks and 2 rebrands… which I see as real progress (don’t burst my bubble).
If I’m being honest, I completely expected a few late nights, coffee-fueled bursts of scribbling, and a lot of second-guessing, but I had no idea (like never in a million years kind of idea) how far the platform would push me outside my comfort zone. Substack wasn’t just another publishing tool—it was an invitation for me to rethink my creative identity. For the first time in years, I found myself writing from the heart, experimenting with formats, and—OMG—sharing ideas that felt a little less buttoned-up and a lot more me.
Needless to say, getting started was the easy part. Finding my voice and building something that actually stuck? That, my friends, was (and still is) a whole different story. I don’t think I’ll ever quite be finished with the process.
→ Sound familiar? I promise you’re not alone—and you’re not stuck!
Here’s what I know: building a Substack that stands out isn’t just about the writing or the branding—it’s about bringing both together with a singular cohesive strategy (well that, plus writing a lot of notes and engaging with the community). That’s the chef’s kiss, and when you nail it, your publication moves from being a collection of posts to a place readers want to return to.
“It’s not about doing more. It’s about doing it with clarity.”
The Branding Dilemma on Substack
The reality is that Substack is built for publishing, not branding, and most writers don’t have a roadmap for building a newsletter (let alone a marketing degree in their back pocket). So, instead of making strategic decisions, they end up making a series of small, disconnected brand choices—often without even realizing it. That’s when things on the platform start to feel scattered, inconsistent, or forgettable, even when the writing itself is strong.
After experiencing the growing pains of branding—and rebranding—my own Substack (not once, but three times), I realized something important: creating a truly consistent brand here is a lot harder—and more essential—than it looks.
Fun fact: The Substack network now encompasses more than 50 million active subscriptions, including 5 million paid subscriptions, and some of the world’s most celebrated writers.1 If that feels overwhelming, don’t worry—there’s more than enough room on the platform for the rest of us (that’s right, I consider myself a part of the community of writers on Substack now). Substack is nothing if not an incredibly welcoming place where writers and readers are finding each other every day.
And the key to attracting the right people? A clear brand strategy that aligns your voice, presence, and content—which, lucky for us, is my true bailiwick.
If you want to move from casual writing to intentional publisher, you need more than a welcoming newsletter—you need a strategy.
The Shift That Changed Everything (and What I Built Because of It)
I’ve built brands for everyone from Hollywood studios to startups, but rebranding my own Substack was a different beast. The challenge wasn’t vision-it was bandwidth. Each update meant tracking down settings in half a dozen places and double-checking that nothing slipped through the cracks. Even for a branding pro, keeping everything in sync on Substack is a project in and of itself.
→ 🙋🏻♀️ Raise your hand if you’ve ever hesitated to update your logo or description because of the ripple effect.
I’ve also noticed there is a lot of talk on the platform about followers. I mean, the FOMO is very real here, it’s just presented as ‘let me help you’ and ‘thank you for being a subscriber’ instead of ‘look at me’ like a lot of other platforms. From my perspective, this conversation loop has people looking exclusively at external solutions to the ‘how to grow my Substack’ problem. There’s a sense that branding (an internal solution) is optional, or perhaps even irrelevant (say it isn’t so people).
Don’t get me wrong, Substack is full of smart, creative people sharing audience growth and monetization strategies (seriously, if you are new here, be sure to check them out—you’ll easily be able to identify the good ones, but I’m happy to pass along my faves if you message me). But this post and the program I’m about to share with you? It’s about something a little deeper. It’s about the foundation (your brand) that powers everything else (subscriber growth, monetization, loyal communities) from the inside out.
What I want to make clear is that real, sustainable growth, on any platform, requires you to think about your brand—not just your communication style or engagement tactics, but the strategy you build to support it behind the scenes.
That’s why, after grumbling my way through yet another rebrand, I rolled up my metaphorical sleeves and started mapping out every single place branding shows up on Substack. At first, it was just a spreadsheet. Then (after chatting up some additional writers here about their needs) it grew to include templates, design guides, and strategy prompts. And, before I knew it, I’d built the system I wished I’d had from day one—something much bigger (and more useful) than even I had anticipated.
So, here’s what I’ve created:
The Substack Brand System is an all-new, 3-step framework designed to help you turn your Substack from ‘just another newsletter’ into a brand readers will get excited about. It’s built for real writers, not designers or marketers, and it’s flexible enough to meet you wherever you are on your journey.
→ Imagine your Substack becoming instantly recognizable—a place where your message, visuals, and values line up to attract the perfect audience.
What makes this program different?
This isn’t a generic branding course or a one-size-fits-all program. It’s a hands-on, Substack-specific system that gives you the prompts, tools, and support to build a brand that fits your unique voice and ambitions. You’ll have options at every step—whether you want to brainstorm with AI, journal your way through, design from scratch, use a template, or even bring in outside help. You’re in control of the process, the pace, and the outcome.
What’s Inside the Program?
Step-by-step guidance for building a powerful, distinct brand that is 100% you
Creative prompts and templates to save you time and spark new ideas
A private community for support, feedback, and accountability
Live kickoff call and ongoing access to me for questions and feedback*
The chance to help shape the program as a founding member*
Why does this matter?
Because when you have a clear brand strategy, everything gets easier:
Your writing flows with more confidence
Your visuals and messaging finally feel like they “click”
Your audience grows-and sticks around
Your Substack becomes a destination, not just another stop in the inbox
→ The result? A Substack that doesn’t just look good, but feels like you—every newsletter, every note, every inbox moment.
That’s the shift that changed everything for me, and it’s what I’m excited to share with you. Huzzah! 🍾
Here’s my pitch:
Want to be part of the first cohort? I’m looking for just 10 people to join me inside the inaugural group. You’ll get lifetime access, a founding member price of only $100 (the lowest price this will ever be), a private space to connect with the other writers going on this journey, and the opportunity to help shape the system for future creators. Plus, I’ll be kicking things off with a live call and you’ll get direct support from me along the way.
Curious? Message me directly to learn more or to claim your spot.
* Live kick off call, hands-on support, and feedback loops available for beta program participants only.
Final Note: This Isn’t About Perfection. It’s About Purpose
You don’t need a massive following or the perfect niche. You just need a clear voice, a consistent presence, and a plan.
You don’t have to do more. You just have to do it with clarity—let me show you how.
→ Seats are first come, first serve, so don’t hesitate to reach out if you are interested. Learn More
If you’re ready to move from “just publishing” to building a brand that truly stands out, I’d love for you to join us.
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.
References: 1. Substack
Well stated