I started Substantial in 2023 as a B2B-focused solo endeavor. As I progressed in my work with clients, I started noticing similar patterns across industries. Projects would start with an immediate need — say, a website revamp — and things would quickly become bigger. Soon, the question would be asked: Why are we redoing our website? What is it we’re trying to say?

Working with clients to develop messaging from the ground up has taught me that you need a strong foundation before going to market (and it’s never too late, even if you’re already well past that point). My favorite part has been discussing with clients what makes their business tick, what they’re passionate about and what sets them apart. Call me crazy, but seeing that play out in the form of unified, impactful marketing really gets me going.

As I’ve expanded into more B2C marketing, I found it’s the same issue, whether you’re promoting shortbread cookies or internet-connected farming equipment (both of which I’ve done). Building a brand really does start with the why. Once that’s settled, we can accomplish a lot, very quickly.

So, Substantial has become something else. It’s a way to connect brands to creators and marketers to craft something real and concrete in a world of copy-and-paste AI content. I’ve loved being witness to organizations of all kinds find their why and go forth more confidently and effectively. Playing even a small part of that makes any struggles along the way feel well worth it.

What’s on your mind? What do you want to do? More importantly, what’s your why?

Let’s talk about it.

— Billy Gil