Rooted Beginnings: It Started With a Feeling
The truth about starting your own business is there is no “perfect time” nor a “secret formula” to unlock. Most meaningful businesses often begin with something more intuitive: an intrinsic feeling, a deep-seated knowing, or a sense of misalignment that signals a need for change. For many, it is simply having the courage to lean into that instinct and build from where they are. This article delves into the journey of one such individual who listened to her intuition, illustrating that the most powerful moment in any entrepreneurial journey is daring to take the first step. Trading a conventional career path for an entrepreneurial venture, Ash Mendelsohn established a business embedded with creativity, communication, and authenticity, and we explore how she cultivates a source of deep meaning for herself and for the clients she serves.
Brand Voice Strategist & Copywriter
We write Brands
(Photo: Ash Mendelsohn)
Ash has always known the power of words. Her journey as a writer, poet, and creative entrepreneur began with deep personal reflections. Over time, this practice evolved into a powerful tool for helping others express themselves authentically. Today, Ash empowers entrepreneurs and creatives by infusing their brands with clarity and genuine resonance. Her work, whether crafting poetry or copywriting for brands, consistently focuses on connection. For Ash, branding is about profound meaning. Her unique approach is shaped by a conviction that words possess the power to heal and empower.
Across distinct sectors such as sales, fitness, and utilities, her career path was invariably anchored by her work in writing and communication. Regardless of the specific task, be it internal communications or marketing campaigns, she consistently immersed herself in the power of storytelling, the craft of content creation, and the art of connection. This was a defining constant in her career. At one point, she found herself juggling part-time work in corporate communications at a major fitness franchise while raising two young children. Around the same time, she launched a handmade jewelry business which quietly sparked something deeper. Her hands might have shaped the jewelry, but her mind was captivated by how it could be presented and communicated. It was the branding, the voice, and the content that truly lit her up. She found herself increasingly captivated by the strategic art of branding, in the layers of communication that could connect it to an audience and transform it from an object into an experience.
The turning point came while working at a large utilities company in Australia. After five years of professional growth, she began to feel increasingly out of alignment. The moment of clarity came unexpectedly, after a chaotic two-hour commute caused by a downed train signal. She arrived at work only eight minutes late, only to be reprimanded. The undeniable sinking feeling she felt that day served as a clear signal: her path lay elsewhere, and it was time to build something of her own which was rooted in purpose, creativity, and authentic communication. That decision launched an entrepreneurial path that continues to evolve, where she is able to live and work in alignment with her core values.
The Compass Within: How Values Lead the Way and The Heart of “Good” Branding
While others may rely on frameworks or fleeting trends, her business foundation is built on enduring values, guiding every decision with clarity. Guided by integrity and commitment to ethical communication, she crafts her brand and client partnerships with intentionality and trust at the core. Ash chooses to work with brands whose values and impact align with her own. This disciplined approach ensures that every message she crafts is not only authentic but deeply rooted in purpose. She believes that every brand carries a unique “energetic frequency”, which is a distinct identity that influences how people experience and connect with it. Her work centers on decoding that energy and translating it into messaging that serves its audience. She crafts brand narratives that reflect purpose and resonate with audiences through their honesty, humanity, and relevance.
For Ash, a brand’s strength lies in how it makes people feel, not just how it looks. She sees every brand as carrying a distinct energetic frequency – one that resonates deeply when it’s grounded in authenticity, not algorithms. The most profound impact stems from emotional connection, and that connection can only flourish when a brand consistently embodies its core values. This unwavering alignment between internal principles and external messaging builds trust and fosters meaningful connections. Brand recognition may capture attention, but sustained success is rooted in values-driven messaging, and brand loyalty is built through consistency and honest communication. Ash underscores that “a good brand understands its values, lives by its values, exists by its values.” When those values are reflected in every decision and every message, they build trust. In a world overloaded with noise, it’s this unwavering authenticity that cuts through and leaves a lasting impression.
The Client Process: Unlocking a Brand’s Essence
Ash’s client engagement process centers on an initial workshop designed to uncover the unique essence of each brand. These sessions are loosely structured and cultivate a free, creative space where unfiltered ideas emerge through open and candid conversation. This “raw creativity” allows her to grasp the identity of the people and the brand, ensuring the subsequent work connects deeply with its core purpose. Ash operates from the conviction that everyone possesses innate creativity, far beyond traditional artistic pursuits. Whether problem-solving for clients or simply navigating daily life, creativity manifests in countless ways. She creates a safe space for clients and empowers them to connect with their creative instincts, allowing ideas to emerge organically. She also observed that while many businesses have a clear sense of purpose, they often struggle to communicate it in a way that emotionally resonates. These businesses often excel at their core work but falter in communication, especially amidst the landscape of saturated content and dwindling attention spans. Instead, Ash’s approach prioritises capturing attention without resorting to gimmicky tactics. Her strategy emphasises authenticity, recognising its unparalleled ability to generate audience engagement and differentiating a brand in a crowded market.
Ash shared a powerful client story that exemplifies the transformative impact of authentic communication. With this client, previous marketing efforts had leaned heavily on surface-level elements of the client’s flamboyant persona, overshadowing the core message and value of their offerings. Ash meticulously reworked landing pages and email sequences, crafting content that not only reflected the client’s voice but also honored the heart of their message. Conversions more than doubled within two weeks, but for Ash, the most meaningful outcome came from the client’s response that it finally “felt like them talking.” That affirmation touched the core of her philosophy: that branding should be about aligning expression with its true essence. This alignment coming through makes her feel she’s made a real difference, and she strives to give clients the language to show up as their most authentic selves. When a brand’s voice truly clicks, it fosters genuine human connection. She finds a profound purpose in helping others achieve clarity and resonance in their communication.
The Future Is Hybrid: Enhancing Creativity Through AI
The rise of AI in creative industries can understandably generate fear of displacement. For Ash, that initial uncertainty has evolved into curiosity and empowerment. Rather than seeing AI as a threat to creative roles, she sees it as a tool, which can enhance rather than replace the distinct value that humans bring. The challenge lies in leveraging AI to amplify capabilities intentionally, ensuring it enhances rather than replaces the value of human insights. The key lies in understanding how to integrate AI in ways that support one’s strengths without surrendering the essence of personal expression. Though AI can automate and imitate, it lacks the intuition, empathy, and lived experiences that make human expression truly resonate. Her focus remains on staying grounded in her own creative gifts while actively learning how AI can elevate her work without diluting the soul of it. It’s an ongoing process of adaptation and discernment, marked by a willingness to evolve without losing oneself. In her view, the most powerful use of AI lies in using it to sharpen, support, and expand the clarity of a message that is still deeply human at its core.
Conclusion: Building a Life You Can Be Proud Of
In the coming years, she envisions her work evolving at the nexus of branding and artistic expression, where brand narratives converge with the intimacy of poetry. For her, what might seem like two separate pursuits are rooted in the same core belief: that we are each here to express something uniquely ours, and that real impact comes from honouring that energy. Her evolving personal brand is dedicated to creating deeper meaning and inspiring others. By empowering creatives, supporting aspiring writers, and advising newcomers in branding and copy, she is building a community grounded in purpose. With speaking engagements taking shape and plans for a poetry coffee table book on the horizon, her path represents a meaningful integration of professional clarity and creative expression. As she shares her insights, she prompts others to find their own clarity, highlighting that the most lasting impact arises from unwavering authenticity and integrity.
Stay ahead with exclusive insights! Sign up for our mailing list and never miss an article. Be the first to discover inspiring stories, valuable insights and expert tips – straight to your inbox!
