Every remarkable brand begins with a conversation

Most people think branding begins with a logo, a website or a color palette.

From where I sit, brands actually begin with a conversation. One about where you’ve been and where you’re going. About your wildest dreams and biggest fears. A thoughtful consideration about how you want people to feel when they interact with your business.

That’s the work that excites me the most. The deep down, what-does-your-gut-tell-you and how-does-your-heart-feel work.

The work I’ve done over the last two decades, in very different industries, is to help businesses tell clear stories about their brand. The industries have changed and technology has evolved but the people haven’t fundamentally changed. People want, at their core, to feel welcomed, valued and appreciated. They want to trust who they’re doing business with and will remember experiences long after they’ve forgotten your last ad campaign.

A lot of people think that building a brand, freshening a brand or an all out rebrand is something business do to create something more attractive and shiny. At the end of the day, I see it as an important exercise to build a more intentional brand. What does that mean? It means that every decision you make, from the words on your website to the way a guest is greeted and your team members are treated, works holistically to tell one consistent story.

Branding is something you live. It’s found in the conversations you’re having, in the culture of your organization, in the moments no one thinks are marketing and absolutely when you think no one is looking. Small details really do quietly shape extraordinary businesses.

Thanks for being here, reading while I geek out over branding and overall experience. I don’t have all the answers and I believe the best ideas are discovered through thoughtful conversations. After all, every remarkable brand begins with one.