We’re all searching for more soul.

Hi. I’m Rachel Roberts Mattox, and I’m so glad you’re here. If this is your first time here and you’re wondering what The Soul of Brand is all about, I’ll share a bit about who I am and why I started this Substack.

I’ve spent the last 20+ years creating, launching and transforming beauty brands. I have a knack for articulating a brand’s essence, pinpointing its positioning, and identifying its greatest opportunity to succeed. Essentially, I try to capture the soul of a brand and bring it to life.

I’m obsessed with two things: exceptional brands, and the visionaries who create them.

I’ll start with my love of great brands. I live for the moments I discover a brilliantly crafted brand story, compelling creative, and masterful marketing. I marvel at brands that seamlessly weave their reason for being into every experience and interaction. I love when a brand makes me feel something, stirs my emotions and wakes me up to my humanity.

I’ll be honest, most brands don’t do this. The world is filled with brands that lack soul. So when I encounter a brand that resonates universally and touches me personally, I want to understand everything about it. Who’s behind it? What inspired them to create it? Where can I find more of it?

That leads me to my second love: the visionary behind the brand. I have devoted my career to helping create founder-led brands because there’s just nothing quite like the thrill of hearing an entrepreneur’s vision, distilling into an actionable strategy, and bringing it to life. My favorite people are the crazy ones - the misfits, the rebels, the ones who see things differently - who believe enough in their dream to invest in me to help make it a reality.

The Soul of Brand is about how to build a brand with soul. I share a lot about brand development, the art of brand storytelling, and the craft of go to market strategy. I take a critical lens to culture and trends, and explore how to stay ahead of the curve on your own terms. I write about building sustainable, ethical, socially and environmentally responsible brands for the Conscious Economy. Sometimes, I get crazy and drop some marketing insights here and there. I write all of this for the love of it, but I hope that it helps you - the entrepreneur, the visionary, the crazy one. Because a brand is nothing if not an expression of its creator. It’s a thought form made manifest in the physical realm because of the energy, intention, vision, and unique gifts that you bring to it. There can never be two brands that are just the same because there will never be two of you.

So, subscribe.

Join for free and test the waters, or take the plunge and commit to a subscription. Whatever works for you. What matters most to me is helping you on your journey to building a brand with soul.

Whether your a free or paid subscriber, I’m going to pop into your inbox bi-monthly, on Mondays. Paid subscribers will have access to the archives.

Meet friends. Share with friends.

I think Substack is a cool platform to meet people who share common interests. Who knows, you may find your co-founder here! If you like what I write, tell me, and tell your friends.

Hey. Thanks for being here.

To find out more about the company that provides the tech for this newsletter, visit Substack.com.