Joshua Mozingo

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.