The Heartwood Story
Hi, I’m Sarah.
I come from a long line of small business owners, inventors, and creators—and watching them build something from nothing shaped the way I see branding. I’ve always been drawn to the heart behind a business: the purpose, the people it’s for, and the story it’s trying to tell (even when the words aren’t there yet).
I got my start at 17, helping my mom rebrand her gourmet gift shop. That experience made something click: small business owners are incredibly good at what they do, but many feel stuck when it’s time to explain it—clearly, confidently, and in a way that truly resonates.
Over the last 20 years, I’ve built a career at the intersection of brand strategy, visual storytelling, and innovation—earning my Master’s in Mass Communication from VCU Brandcenter, spending ten years at Phillips & Co., and living and working all over the U.S., including the East, West, and Third Coast (plus a stint on the East Coast of Australia) expanded how I think about people, culture, and connection. I’ve worked with organizations big and small, but my heart has always led me back to the small businesses that hold our communities together.
Today, through Heartwood Branding, I combine all of that to coach purpose-driven, for-profit businesses as they define the existence, expectations, and experience of their brand—so decisions get easier, messaging gets steadier, and the right people feel at home with what they’re building.
The broad strokes:
20+ years in branding, strategy, and storytelling
10 years with Phillips & Co. (innovation strategy firm)
M.S., Mass Communication - Art Direction — VCU Brandcenter
B.S., Mass Communication - Advertising — Northwest Missouri State University
If you’re in the KC area, I’m always up for coffee or lunch with fellow small business owners.
Why Heartwood?
Heartwood Branding exists to help purpose-driven businesses grow from the inside out—so your story, strategy, and customer experience are all intentionally aligned with that purpose.
Most businesses that make a real difference start the same way: with a good idea, a lot of heart, and a desire to help. But when it’s time to grow—when you’re pricing, hiring, marketing, and making bigger decisions—you don’t just need passion. You need a foundation you can come back to.
What Heartwood is
Heartwood Branding is brand and marketing coaching for purpose-driven, for-profit small businesses. We help you define the existence, expectations, and experience of your brand—so your decisions get easier, your messaging gets steadier, and the right people feel at home with what you’re building.
What the name means
If you’ve ever looked at the cross-section of a tree, you’ve probably noticed the darker rings toward the center. The lighter outer rings are sapwood. The darker, stronger inner core is heartwood—and it’s what helps a tree stand tall through the seasons.
In the same way, a business that hopes to last (especially one that wants to make a difference) needs a strong inner core: rooted clarity that holds everything up from roots to fruit.
What we’re here to do
As a business grows, priorities shift—and if the foundation isn’t named, nurtured, and reinforced, it’s easy to drift. That’s when decisions start getting made out of pressure instead of purpose.
Heartwood’s goal is to empower a community of purpose-driven entrepreneurs and small business owners to create authentic brands that have a positive impact on their communities.
What makes my approach different
My coaching is structured and practical, with tools, frameworks, and a clear process—but I’m going to talk to you like a human, not a corporate robot. Everything starts with Root from the Heart–whether you are starting at the beginning or you’ve already built something and you’re ready to realign. From there, we can go deeper into messaging, placement, and the full brand experience.
Whether you choose one-on-one or group coaching, you’ll get a digital workbook (in Notion) with both education and guided exercises to support your week-by-week work. By the end of the 8-week container, you’ll know exactly why your business exists, who it’s here to serve, what you promise, and how you deliver—so you can move forward with clarity and confidence.
If you’re ready to grow a brand that feels true—inside and out—I’d love to meet you.