Skyward Ink, Brand Design by Erin Stratton

Are you clear about your business brand?

Whether you’re just starting to think about designing a brand and logo, or if you’ve had one for years that’s starting to feel unaligned or confining…

You want your business’s uniqueness and specialness to shine through… and to create a brand that’s completely “you”.


Now, you just have to dig into the heart and soul of your business (and hope you’re not leaving anything out.)

Trying to explain what your business is all about is hard. 

Even if you’re a writer, coach, consultant or author – and you think “I’ve got this” – you may find yourself surprised at how difficult actually doing it really is.

If your business is new, how can you tell if you’re ready for a brand yet? Do you know enough about your business idea yet to make designing a brand a good investment? What questions do you HAVE to answer?

Or, if you’ve been around a while, your business may be so rich and nuanced that standard questionnaires leave you rambling on in the weeds because there’s not enough structure. And wondering “is any of this even helpful?”

If you’ve tried to get clear before…

Perhaps you tried to get a logo. Or maybe you already tried hiring someone to design your logo and you’re not happy. It just doesn’t look or feel right. They didn’t “get” you. And now you’re hesitant to try again.

You might just be blank-page frozen. You can see and feel what your business is all about, but that’s all in your head. How can you get it out of your head so you can tell somebody what you’re all about?

In any case, you’re ready to understand yourself and your business better. You feel like you know what your business and your brand are all about, of course – but it’s all in your head. And kind of jumbled up… and there’s that part that’s kind of vague and cloudy.

You’re ready to be clear about who you are, what you do, and why it matters. You’re ready to own the impact you make in the world. To show and tell everyone what your business is here to do – so you can do more of it.

Because, really, that’s all this first step of brand design is…

it’s figuring out what makes you special so you can SHOW THAT your brand.

The best thing you can do for your brand is to organize the way you think about your business.

Get clear before you design another thing.

You can totally do that, and I’ll make it easy for you. All you need is the right questions.

I’m Erin Ferree Stratton, and I’ve been asking small businesses  questions about their brands for 20 years. I’ve designed brands for hundreds of coaches, creatives, financial planners, and tech startups.

To make that happen, I had to create a way to get to the core of what their business is all about quickly, neatly, and repeatably.

I’ve helped each of these companies get what you want – clear enough about who they are to get a brand design they love.

All it takes is the right questions, and I’ve got those for you.

Big Picture, Little Details

I ask it all – because it’s all important. I think like I paint: first in broad strokes, and then going back to fill in details. This workbook works the same way. First we go over the big questions in your business, and then some more up-close and personal questions that can really reveal your differentiators and capture what makes your brand unique.

Researched & Refined

I’ve been refining these questions for 20 years: the entire life of my business. This has been revised at least once a year, as I’ve learned more about what it takes specifically to brand small businesses, today.

I’ve also been all over the internet and downloaded a ton of the other free (and some not-so-free) branding questionnaires out there. I’ve seen the good and the bad and the ho-hum. 

That said, these final questions are 100% original, just like all of my content. Some of the questions are downright unusual, but you never know what question will reveal that special something about your beautiful business.

Practical + Pretty 

I’m known for creating beautiful things. Usually. Some things need to be practical to be most useful, though.

I could have made a gorgeous PDF, with cute titles and loveliness – but that literally puts you in a box when we want you to be able to write as much as you want.

So, the main bulk of this workbook is a simple, fillable Google docs doc. For practical reasons. 


Brand Clarity Blast Off Course: Free ticket to the live version of the Brand Clarity


 ebook walking you through my 5-step process for creating your brand clarity and getting ready 


The Clarity Questions: 100+ questions and prompts to dig deep in your business and find the spark that makes you different. Shared with you as a Google Doc that you can copy and customize 

The Top 9 Questions: These are the questions you must be able to answer to be ready for a brand. Some people like to fill this in first – it’s perfect for a jump-start.

Brand Clarity Coworking Circle: A free week to experience what accountability, clarity coaching and coworking can mean for you as you fill out your Clarity Questions.

Blast Off to Brand Clarity Guidebook


“I’ve made huge strides in my business with Erin’s branding workbook. It’s a thorough process — this book caused me to fill in an amazing number of blanks in my brand — even some blanks I didn’t know I had to fill in.”

Marie Guthrie


“I think anyone who’s thinking of starting a business, already has a business, or thinking of getting into a business, should get their hands on this workbook. It’ll help streamline the process, sharpen your focus and message, and help you determine whether or not your idea has legs.”

A. Raymond Toulany

Restaurant Owner

 “I’ve made huge strides in my business with Erin’s branding workbook. It’s a thorough process — this book caused me to fill in an amazing number of blanks in my brand — even some blanks I didn’t know I had to fill in.”

Evelyn Kalinosky


When I’m not designing…

I live in San Luis Obispo, California. I studied graphic design at Cal Poly SLO, and fell in love with this town. I tried moving away to the Bay Area once, but it didn’t stick – the mountains here called me home.

I’m the mother of a 2-year-old corgi named Paxton. He’s my favorite adventure buddy, and we love to go to the beach in the mornings so he can run in the sea and wrestle with his dog friends while I watch the sunrise. When he’s not playing, he loves napping on his mountain of pillows.

I’ve lived with a mysterious chronic illness for over 20 years. After years of misdiagnoses, I recently took a year off of my business so I could focus on getting answers, and I did! I’m excited to be feeling better so I can work with the clients I love again.


I’m a maker at heart.

When I’m not designing, painting, drawing or writing… you’ll find me:

  • cooking (I love to braise and make Asian food)
  • drinking tea (and recently, matcha!)
  • hanging out with my husband, playing Spelling Bee
  • organizing and tidying
  • enjoying long magnesium baths
  • reading  (what’s your favorite book?)