March 3rd, 2019 - Brand

Finding the big picture

The online world of entrepreneurship is wonderful, but it’s also a place where anyone can create a blog and happily share misinformation with the unsuspecting masses. 

Everyone’s an expert as they shill copy, websites, social media strategies and the like. They’re copywriters, content creators, coaches, influencers, social media gurus, and they want your money. 

All are good intentioned, some are truly brilliant, but many have just jumped on the bandwagon of the gig economy and don’t have the smarts or time in the game to back-up their big talking claims. 

The problem is that the new world of ‘solopreneurs’, or individuals who specialize in one piece of the puzzle, has lead to heavily siloed disciplines – graphic design, copywriting, web design, web development, user experience, search engine optimization, and so on. 

No one sees the big picture. 

Each discipline believes they should be at the top of the heap. 

So you get copywriters criticizing web designers for creating websites with too few words. Graphic designers are off on their own creating something gorgeous that may have little to do with the target audience. And web developers implementing fancy technology that users ignore because they still don’t like to scroll or click. 

And the client? The client is at the whim of too many voices. 

If you’re looking to get noticed – whether you’re just starting out, refreshing your overall look or website or feel like you’re a bit of a mess because you’ve listened to TOO MANY EXPERTS – it’s time to take a holistic approach to your brand identity – online and in real life. 

It starts with an overarching strategy that compells your target audience and an UNFALTERING WILL  to entrench that strategy in each word, each colour, each font that you choose. 

If you haven’t already downloaded it, grab Blackcoffee’s free brand planner to help set that strategy. Sign up here and I’ll send it to you ASAP. 

With gratitude,

Shannon Larkins

Shannon Larkins

Founder, Blackcoffee Studio

Over the course of 15+ years, Shannon has grown Blackcoffee Studio out of a love for building brands and reputations. She serves up Blackcoffee as a morning ritual while caffeinating clients and readers on the regular. You can find her at


Blackcoffee Studio

Blackcoffee is a premium brand development agency, offering luxury brand experience to clients at home in Calgary, Canada and around the globe. Brands create experience, set you apart from the competition and drive growth. Anyone can bulid a business but only the exceptional can create a brand. Are you ready?

Shannon Larkins

Shannon Larkins

Hi I’m Shannon, founder of Blackcoffee Studio. A former reporter, spin doctor and politico, I now focus on using my powers for good.

I create mighty brands for clients and share their stories with the world. I’m also rather addicted to my nutty family, dogs with pushed in faces, Mexico and of course coffee … black.