every great brand has a story worth telling
PASTE is a boutique brand strategy and content studio by Zoe Yohn, designed for founders, creative businesses, and ambitious professionals who believe that the right story changes everything.
The story you tell is the business you build.
You know your brand is something special. But how do you put that knowing into meaningful messaging that makes people feel - and do - something?
That's where I come in.
I’m Zoe Yohn, and I work at the intersection of brand strategy, content, and storytelling, helping founders, brands, and businesses communicate with the kind of precision and confidence that builds real, lasting connection with their clients and customers.
Whether that means developing your full brand narrative, managing your social presence, or sitting with you for a day and cultivating the story you've never quite been able to articulate, I’ll help you clarify, define, and refine the core narrative that underpins everything you do.
This isn't about posting more. It's about saying something that matters, to the people who need to hear it, in a voice that's authentically yours.
Who I Work With
What I Do
Every engagement is different, but the shape of our work often looks something like this:
Foundational Brand Strategy
Before a word is written or a post is published, I figure out who you are, who you're for, and what makes you worth choosing. It’s the foundational story that makes everything else work.
Personal Brand Strategy & Content
For founders, executives, and creative professionals who are the face of their work. I find your story, define your voice, and build the content system that puts you in front of the right people.
Social Media Management & Content Creation
From strategy to execution, I’ll develop your content calendar, write your captions, create your visual assets, shoot and edit your Reels, and manage your channels so your social presence feels intentional, not improvised.
Content Coaching & Editorial Direction
I work with you directly to find your on-camera voice, develop content ideas rooted in your genuine personality, and build the confidence to show up consistently. Just you, clearly and confidently.
Messaging Architecture
The full strategic framework: your positioning statement, key messages, audience-specific language, and the narrative threads that tie it all together to create a custom document your whole team can work from, consistently and confidently.
Long-Term Brand Stewardship
For the brands that want a long-term creative partner, not just a one-time project. Monthly retainers for social media, email, and content, handled with the same care as everything else.
“Zoe Yohn is one of the most talented marketing professionals I have had the pleasure of working with.”
— Cathal Burke, Director of Marketing, Cypher Capital Group
Ready to write your story?
Whether you're building something from scratch, repositioning something that's grown past its original identity, or simply trying to show up more consistently and confidently, I'd love to hear about what you're working on.