Most explanations of Brand Equity focus on awareness, recognition, and familiarity. Those factors matter, but I believe they are downstream effects of something deeper. I believe that brands build equity the same way humans build reputation: by repeatedly demonstrating congruency between internal identity and the external expression of that identity, over time.

I draw inspiration from thought leaders in branding, communication, and leadership. I apply concepts from developmental, social, and behavioral psychology, biology, storytelling, semiotics, and graphic design. My goal? To build a bridge between the abstract world of branding theory to the actionable steps a person can take to create a brand that authentically connects with people.

Most businesses treat the About page like a formality, but the ones who see it as an opportunity to attract the right people can develop a strong competitive advantage. You don’t need to be the highest paying company with the best benefits when you’re offering something money can’t buy; A work culture that enables them to do work they’re passionate about with people they enjoy being around.

Think of a brand as a skilled mixed martial artist, and marketing as the various disciplines, skills and techniques the fighter uses to win the fight. Just like a business, every fighter has a unique blend of traits and characteristics that combine to make the fighter who that fighter is. Things like the fighter's height, speed, strength, agility, flexibility, endurance, temperament, mental toughness and mindset are all things that contribute to the fighter’s brand.