1) Your brand strategy IS your business strategy.
2) Brand and culture are separate, yet inseparable. Both impact your bottom line.
3) If you want to build a world-class brand, start with your people.
Fractional Chief Brand Officer (fCBO), creative director and nuturer of organizational culture currently accepting 1-3 more brands.
Perhaps yours?
THIS MAY BE YOU…
You’re merging. How will you bring together brands and cultures without making it messy?
You’re a disruptor, or at least an interruptor. How will you give your brand a voice that will be heard?
You’ve been around for awhile, but market perception is changing. How will your brand show up in new ways?
THIS MAY BE WHAT YOU NEED…
Brand Strategy
Who you are and why you’re here: mission, vision, values, promise, positioning, architecture, protection, health
Visual Brand
How you’re seen: creative direction resulting in cohesive brand elements, guidelines, illustration POV, photography POV and so much more
Brand Messaging
How you’re heard: creative direction yielding profound personality, voice, elevator pitch, boiler plate, key messages
Content Creation
How you show up: creative content showcasing your brand as relevant, persuasive and unmistakably you on your website, paid media, earned media, events… including video, audio, digital, print
Culture Strategy
Two “whos” behind your brand: Employees who ‘get it’ and are deeply-engaged. Customers who are both satisfied and delighted.
Communication Strategy (internal/external)
Who are you speaking to? What do you want them to hear? What do you want them to do? How do you want them to feel? Measure, draw insights, repeat.
THIS IS ME
My lifework is building brands that speak and inspire the truth, internally and externally.
I like people and stories, because unfailingly, they lead to connection, which results in the solution or the sale.
Twenty-five years as a marketer, I remain captivated by the intersection of brand and culture. I love to start from scratch, or from a framework that is good but not yet great. My favorite stopovers? Creative direction, brand architecture and research, messaging strategy, visual brand, content creation, external/internal communications, product/service launches and lifecycles, and… the imperative roles of the customer and the employee.
Industries: Many, most recently healthcare and interiors.