Is your branding and website holding your business back?
You created your logo, branding and website when you started your business, but are they still telling the right story?
I help established founder led business owners understand what their business is today, where they want it to go and whether what they are communicating still matches the business they have become.
Once I understand who your business is and who it wants to be, I can translate that across the whole business. From the look, tone, voice and feel of your branding to the way your website speaks to your customers and leads them through the experience.
A complimentary 20-minute conversation to understand what has changed, see whether we are the right fit and choose the most useful starting point.
Based on the Mornington Peninsula and working with businesses across Australia.
Businesses never stay still for long.
Gone are the days when business owners could design a logo, build a shopfront and run the same business they began twenty years earlier.
Business owners in the 21st century need to constantly re-evaluate their businesses as technology, fashion, ideologies and taste change. Your ability to adapt and pivot has a direct influence on whether your business weathers the storms or closes its doors.
I help founders like you. Those on the ground, running the day to day, with no time or energy left to bring their branding into line with the business they are running now.
The cost of becoming difficult to find
When you pivot, change and adapt, but fail to translate that into your branding and website, you fail to attract your ideal clientele. In turn, you attract the wrong kind.
AI has also changed the way people find you.
Before, someone looking for a hairdresser in Mornington might search Google for “hairdresser Mornington”. As long as your SEO was properly set up, you had a good chance of appearing in the results.
Now, AI search means your website needs to do more than carry the right keywords. It needs to answer questions. It needs to clearly explain what you do, who you help and why your business is relevant. It needs to be usable by AI, not simply written for traditional SEO.
Selected Work
Pink Tradie Ladie / SupportHER
Turning a founder-led platform into a clearer ecosystem for supporters, industry partners and sponsors through brand architecture, participation pathways, digital experience and commercial structure.
The Good Sort
Connecting packaging, education, council information and digital pathways around an unfamiliar circular-economy product, including a Darebin trial involving approximately 500 selected households.
Living Fully
Bringing three distinct practices; Piano With Soul, Neurofeedback Melbourne and Soul-Centred Counselling- into one coherent umbrella brand, with clear service pathways and a calm digital experience that helps each visitor find the right support.
SI Consulting
Translating deep professional expertise across circular economy and sustainable infrastructure into a focused consultancy proposition, brand and website.
What The Feel Co. does
I bring the business, brand and customer experience back into one clear direction.
Positioning, offers, message, identity, website and customer experience are often treated as separate problems, but your customers experience the cumulative impression created by all of them.
I look at the complete picture, find where it has fallen out of step and create a direction that brings the business back together.
Brand strategy
I clarify what your business should now be known for, who it needs to matter to and how your offers, audiences and commercial direction fit together.
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Brand expression
I shape the voice, message and creative direction so the brand feels distinctive, credible and genuinely connected to the business behind it.
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Website + customer experience
I carry that direction through a clear, purposeful website and the key moments surrounding it, making the business easier to understand, find, choose and experience.
Ways to work with me
The Brand Regroup
Work out what is really holding the business back before you invest in fixing it
This is for you if you know something is no longer working, but you can’t tell whether the problem is your positioning, your offers, your branding, your website or the way your customers move through the business.
I step back and look at the business as a whole. Together, we work out what has changed, what still holds value and where your time, energy and investment will make the greatest difference.
The work includes:
A review of your positioning, offers and audience.
An assessment of your branding, website and customer journey.
A focused strategic session.
A clear written direction with the next step I recommend.
Brand-led Website
Bring your website into line with the business you are running now
Your branding may still hold value, but your message, services and website no longer reflect the quality of the work or the business you have become.
I help you work out what your business should now be known for, organise your offers and make it easier for the right customers to understand what you do and where to begin.
I then carry that thinking through to a considered Squarespace website that looks like your business, sounds like your business and works the way your customers need it to.
The work includes:
Your positioning and core message.
Your website structure and customer pathways.
Your website copy.
Creative direction using your existing branding.
Squarespace design, build and handover.
Brand Realignment
Bring your branding back into line with the business you are running now
Your business has grown and changed, but your positioning, branding, website and customer experience have not kept up.
I help you work out what still holds value, what is no longer serving the business and what needs to change so your brand properly reflects where you are now and where you want to go.
We then carry that direction across the whole business. From your positioning, offers, voice and message to your visual identity, website and the key moments your customers experience along the way.
The work includes:
Your brand rediscovery and strategic direction.
Your positioning, offers, voice and message.
Your identity refinement or redesign.
Your website and key customer touchpoints.
You leave with a clear direction and a brand that properly reflects the business you have become.
The Seasonal Website
Give people a reason to visit in every season
For Mornington Peninsula wineries, cafés, restaurants, accommodation and destination businesses whose appeal changes with the weather.
I help you identify what makes the business worth visiting now, then translate that seasonal invitation into a website experience that feels timely, atmospheric and easy to act on.
The work may include:
a dedicated summer or winter landing page;
coordinated seasonal messaging and website copy;
creative direction using your existing branding and photography;
seasonal offers, experiences and booking pathways;
a flexible website system that can change across the year.
Your business remains recognisably itself, while the reason to choose it becomes more relevant to the season.
The Feel Co. × SupportHER
Give your trade business an online presence that carries the same weight as your work
For women in trades who have built a strong reputation through skill, experience and referrals, but need a clearer and more professional place to send people online.
Through The Feel Co.’s SupportHER partnership, I help you organise what the business offers, clarify what customers need to know and create a website that makes the business easier to understand, trust and choose.
The work includes:
a focused business clarity session;
refinement of your main message and core service offering;
website structure and copy for up to four pages;
Squarespace design and build using your existing branding;
placement of services, qualifications, reviews and project work;
local search and AI-findability foundations;
practical handover and a personalised Website Owner’s Guide.
You leave with a professional business presence that reflects the standard of the work you are already doing.
Not sure where to begin?
You might know the business is no longer working as well as it should, but not know what needs fixing first.
It could be the website. It could be the way you are talking about the business, the offers themselves or the way everything fits together.
The complimentary Brand Fit Call is a chance to talk through where the business is now, what has changed and what you are thinking about doing next.
Meet Annaliese
I am Annaliese van Oosterwijck, a brand strategist and the founder of The Feel Co.
For more than 25 years, I have worked across marketing, brand development, websites and founder-led businesses, with experience that sits somewhere between traditional business thinking and the modern digital world.
My approach combines intuition with commercial reasoning. I look for the strongest thread within what you have built, help you make sense of what the business has become and carry that thinking through the strategy, language, creative direction, website and customer experience.
You work directly with me throughout.
You might not need to start again
Some parts of your branding may still be working. Your customers may recognise the name, trust the business and already have a connection to how it looks and feels.
I help you work out what is worth keeping, what is holding the business back and what needs to change so the branding properly reflects where the business is now.
A brand you can continue to own
The work should leave you clearer and more capable, not dependent on The Feel Co.
You should understand the direction we have created, retain ownership of your website and tools and feel confident carrying the brand forward once the project is complete.
Substantial projects include practical guidance created around your business, with optional ongoing support available when you need it.
Your brand continues wherever a customer meets you
A brand does not end when the identity is approved or the website goes live.
It continues through the way someone discovers the business, understands the offer, makes contact, receives information and experiences the work.
I consider those moments together so the customer experience continues supporting the promise the brand has made.
NOT SURE WHERE TO BEGIN?
Start with a Brand Fit Call.
You do not need to work out which service you need before we speak.
The complimentary 20-minute Brand Fit Call is a simple first conversation about where the business is now, what has changed and what feels out of step. We will talk through what you are noticing, whether The Feel Co. is the right fit and which pathway makes the most sense from here.
There is no lengthy application and nothing formal to prepare. Share a little context below, then choose a time that suits you.
The Brand Fit Call is an initial conversation rather than a strategy session or website audit. You will leave with a clearer sense of whether The Feel Co. is the right fit and the most appropriate place to begin.
Already know how you would like to work together?
If you have explored the services and are ready to discuss a specific project, you can send a fuller project enquiry instead.