Why this Skincare Brand Invested in Messaging After 24 Years

That daunting task is no longer daunting. I can copy and paste and easily send it. I can totally see the value.

- Amber Hofstead, CEO of Windrift Hill

If you’ve ever run a business, you know that there are some tasks that always seem to loom large—especially when it comes to putting into words what makes your company unique. For Amber Hofstead, CEO of Windrift Hill, that task was brand messaging.

I’ve had the pleasure of working with Amber for over two years now. When she first reached out, it was for help with email marketing (something I continue to support them with). But there’s a moment in our partnership that stands out to me, a turning point, really, centered around the brand messaging we created for Windrift Hill at the very start of our work together.

A little backstory: Windrift Hill is a family-owned and operated skincare company that’s been making farm-fresh goat milk products since 1999. What started as a humble hobby in a farmhouse kitchen evolved into a leading skincare brand. 

After 24 years in business, Windrift Hill had an ecommerce website, a nationwide network of retail partners, and a loyal customer base. Yet, despite their legacy, they’d never officially developed written brand messaging—a narrative that could tie every aspect of their business together and serve as a true north for team members and customers alike.

Why Brand Messaging? Why Now?

It’s a story I hear often. Many established businesses are so busy growing, serving, and sustaining that crafting a core message can take a back seat. But as Amber learned about my work, she realized the time had come to invest in this foundational piece for Windrift Hill. And so began our journey to unearth and articulate the story, values, and mission behind the brand.

After our messaging sessions, this is what Amber shared with me:

"When working with Sydney, it felt like I was telling our story to an old friend. It wasn't hard to open up to her, and the questions/dialog weren't high-pressure or uncomfortable. The process felt genuine and down-to-earth. It also seemed that Sydney did some research on our business and within our field, so she understood what we did and who we were before we started."

What I love about Windrift Hill’s experience is seeing how empowered Amber and her team became with the new Brand Messaging in hand. It wasn’t just a document; it was a springboard for alignment, growth, and confidence. Amber began to share the Brand Messaging guide internally, sparking conversations with staff and clarifying the company’s direction. Suddenly, that “daunting task” of communicating the business’s values and story became not just manageable, but enjoyable.

On one of our recent monthly calls, Amber mentioned a business course she’d just completed with Goldman Sachs. She remarked on how grateful she was to have brand messaging ready to go, especially when working on mission, vision, and values for her coursework. Her business advisor at Montana State University even commented on how solid Windrift Hill’s brand foundation was. (As a bonus, Amber referred a new client my way and I'm so grateful for this added sign that the impact went far.)

Brand Messaging Is For Every Stage (Even 20+ Years In)

Amber’s story underscores something I see often: Not all brands articulate their messaging at the beginning, and that is completely okay. Sometimes, it’s not until later (after years of learning, adapting, and refining) that it all comes together. Many clients who come to me have been in business for a decade or more. They’re ready to clarify, refine, and build upon what they’ve learned, ensuring their internal team and external communications are rowing in the same direction.

Amber’s reflections put it best:

“The best part has been sharing the Brand Messaging guide with our staff. It has been fun talking with them after they read through things, answering questions, and discussing our path to where we are at now. It has provided me with a solid place to start when thinking about all aspects of our business and our continued growth."

Why It Matters

Amber also shared her experience with me from a recent International Economic Development Council conference. The topic of cohesive brand strategy kept coming up, and how having a clear, written narrative streamlines business communications and provides a powerful introduction for new partners and media alike.

This is the heart of brand messaging. It’s about clarity—for you, for your team, for your customers. It’s about being able to confidently and consistently share who you are, what you do, and why it matters.

Whether you’re just starting or are 20+ years in and evolving, it’s never too early, or too late, to give your story the words it deserves.

If you’re curious about how brand messaging could support your business, I’d love to connect. (And if you’ve felt “daunted” by the task, I promise you know you’re not the first one to say it!)