A Smart Approach
What’s your philosophy on brand strategy?
I start with people. Whether you’re a business owner, marketing director, agency partner, founder, or nonprofit leader, your success depends on how well you connect with the people you serve. Drawing from cultural anthropology and semiotics, I look beneath the surface to understand how your audience thinks, feels, and makes meaning in the world. From there, I build a simple brand ladder: who you are at your core, what you offer, the real benefits people experience, and the emotional or aspirational meaning that makes it stick. When each layer is clear and intentional, your brand feels solid, aligned, and easy for others to engage with.
How does cultural anthropology show up in your work?
Culture shapes meaning in ways most of us don’t consciously notice. A color, a phrase, or a symbol can signal trust, authority, rebellion, or care—depending on context. I use research and observation to uncover those signals so your brand speaks in a way your audience already understands. The result is communication that feels intuitive and familiar, rather than forced or generic.
A Proven Process
Discovery & Listening
Starting by listening—closely. To you, your audience, and the cultural context around your work.
Map the Ecosystem
Identifying the people who matter most—customers, partners, donors, internal teams—and understand what they need to see or hear.
Design & Define
Developing visual identities and messaging frameworks that are clear, flexible, and built to grow with you.
Apply & Activate
Strategy only works if it shows up in the real world. I help translate it across digital channels, campaigns, environments, and everyday touchpoints.
Measure & Refine
Defining success upfront and tracking what matters. Strategy without results is just decoration.
Achieving Results & Impact
What’s your track record with business impact?
I consistently connect brand strategy to real outcomes—growth, engagement, fundraising, and even patient outcomes.
How do you measure success?
Did the message land? Did behavior change? Did the metrics improve? Strategy works when it drives real-world impact.
A better way to Work Together
What makes you different from other creative strategists?
Three things. First, I use cultural anthropology and semiotics to create work with real depth and relevance. Second, I tie strategy directly to measurable outcomes. And third, I work side-by-side with stakeholders as a true collaborator.
How do you approach leadership and mentorship?
I’m a creative myself, so I know how important support and clarity are. I help designers and writers sharpen their thinking, and stay aligned with the bigger picture—without losing their voice.
How collaborative is your process?
Completely collaborative. Whether I’m working with founders, internal teams, agency partners, or developers, strategy becomes our shared map and north star. The strongest work comes from trust and collaboration.
Do you handle project management too?
Yes. I bring a steady hand to the process—clear timelines, aligned stakeholders, and no loose ends. If something shifts, you’ll hear about it early.
Ready when you are:
E: brandIDpro@gmail.com