Messaging mission accomplished: Grace Chinn Breathwork & Coaching

Brand messaging for wellness practitioners: how we created clear, confident messaging for Grace’s breathwork and yoga nidra brand to reflect her deep, transformative work.

How do you capture the power of something so personal it defies words? That was the challenge for Grace Chinn – a trauma-informed breathworker and coach ready to evolve her brand beyond motherhood and into the full spectrum of what she offers. Like so many brilliant practitioners, her work is deep, bold and intuitive, but her website and socials weren’t reflecting that.

She came to Salt & Sage looking for words that felt true to her, messaging that would help the right people find her and a strategy she could grow with. Here’s how we helped Grace clarify her voice, deepen her brand and make it easier to connect and compel, without ever sounding salesy.

The status quo

Grace Chinn is an experienced breathwork facilitator and coach with more than 800 hours of training. She works with women – often mothers – who feel overwhelmed, stuck or emotionally burnt out. Through conscious connected breathwork, yoga nidra and the Oxygen Advantage method, Grace helps clients reconnect to themselves, release old patterns and return to their bodies with strength and clarity. Her work is powerful, precise and deeply felt.

But her messaging didn’t reflect that. Like many wellness facilitators, Grace found herself stuck between being too vague or too clinical, unable to find the language that fully captured the transformation she offers.

The challenge 

Breathwork is often misunderstood. Some see it as simply relaxing or soft, missing the emotional depth and bold inner work it can spark. Grace wanted to communicate that her sessions aren’t about escaping life, but fully re-entering it with renewed presence and energy.

She was also evolving: ready to expand her audience beyond just mothers, while still honouring the life-changing experiences that motherhood can bring. And she was tired of relying on social media for visibility. She wanted messaging that could anchor her brand long-term—something honest, intuitive and compelling.

The solution

We began with our Mini Brand Essence Consultancy process – a compact but powerful messaging sprint that offers clarity without the fluff. After reviewing Grace’s website and socials, we held a deep-dive session to understand the emotional truth of her work, her audience and her voice.

We then created:

• A tailored Mini Brand Essence document featuring seven foundational statements: what you do, how you do it, why it matters, who it’s for, your values, USPs and the transformation you offer

• Three editorial content ideas to help Grace softly sell her services through storytelling

• Language that could be used across her website, socials and marketing, making every piece of content easier to write, and every interaction more aligned

Grace also joined The Clearing, our Slack community for founders and creatives who want to stay inspired and connected.

The impact

With clear, gutsy messaging in hand, Grace finally felt confident in how she was showing up.
She now has:

• Language that reflects the depth and potency of her work – without hype or jargon

• Messaging that connects with her audience emotionally and sets her apart from wellness noise. Learn how to do this in our blog: How to create clarity in the health and wellness space.

• Strategic content ideas that make it easier to sell with soul

• A fresh perspective on how to grow beyond the social media hamster wheel

• A powerful foundation to evolve her brand further – with room to grow

This isn’t about quick fixes or cookie-cutter formulas. It’s about building a brand with heart, clarity and staying power. And Grace is doing exactly that.

But don’t just take our word for it…

“I've finally had time to sit down and read through the Mini Brand Essence document and – oh my goodness – it is GOLD. I flipping love it. You are both bloody geniuses!  I am so excited to implement this messaging on my site etc. Yay! 

Thank you thank you thank you. It's totally beyond any expectations I had. I am in love. Reading through it I was struck by just how much work and thought has gone into this. And how beautifully you have captured what I do and the transformation I facilitate. There are so many punchy, bold phrases in there too – just flipping brilliant. 

I have even used some of the phrases in a 'work with me' IG post I'm preparing. It makes writing content so much easier now I have these key phrases to hand. I'm planning to implement the messaging into my website copy, emails etc over the next month or so. Exciting!! 

There is nothing in the messaging doc that I would like to change to be honest. You've nailed it!

I am so so happy with the messaging. It feels so exciting to be finally prioritising this in my business and thank you for making this possible. I love that I have a cheat sheet now – need to print out and stick next to my desk asap.”

Grace Chinn, breathworker, coach, writer, www.gracechinn.com 

Want messaging that reflects the depth of your work?

We’ve got three ways to help:

>> Just dipping a toe?

Mini Brand Essence DIY Workbook: a PDF download to help you clarify your core messaging at your own pace, £35

>> Evolving your brand?

Mini Brand Essence Consultancy: a 1:1 deep dive and personalised brand messaging map tailored to where you’re going next, £250

>> Ready for a full transformation?

Brand Essence Messaging & Tone of Voice Guide: our flagship service for established brands who want next-level clarity, confidence and storytelling strategy, from £3,000