What does it mean to truly build a brand?
Spoiler: It’s not a logo. It’s not a slogan. It’s not a campaign.
A full brand is a system. A soul. A story that connects everything:
→ your internal culture
→ your external positioning
→ your employer value proposition
→ your customer experience
My approach to building full brands:
1️⃣ Discovery phase
→ Internal interviews, competitor audits, brand perception surveys
2️⃣ Strategy phase
→ Brand archetype, tone of voice, core narrative
3️⃣ Creative phase
→ Visual identity, brand book, asset libraries
4️⃣ Activation
→ Brand launch
→ Employee onboarding
→ Omnichannel campaigns
🎯 Real results:
✅ Repositioned a retail bank from formal and cold → approachable and human
✅ Created a visual system that worked across 5+ business units
✅ Increased internal brand adoption through co-creation workshops with leadership and employees
Why this matters:
Branding is not an exercise in aesthetics.
It’s a tool for alignment. A lever for growth. A booster for culture and morale.
When done right, it becomes your most valuable intangible asset — one that transcends campaigns and quarters.
