“Growth and comfort
do not co-exist.”

Ginni Rometty, IBM CEO

Starting a new company from the ground up?
Looking to reposition your existing organization?
Want to simply refresh your current brand?

I have helped dozens of organizations – public, private, non-profit – of all sizes develop their brands in all of these situations. I use a five-step process:

  1. Discover

    To do so, I often partner with a group of 5-10 cross-functional leaders. We work individually and as a collaborative team to explore the organization’s core beliefs and aspirations based on internal feedback (from employees, members, etc.) and external input (from primary and secondary research), gleaning a final set of insights.

  2. Express

    We then apply those findings to write the words that express your organization’s mission and vision … as well as the “brand house,” which is often constructed by a brand promise, pillars, and personality. While that may sound like a lot of jargon, the brand development process – fueled by powerful questions and exploration – is usually as revealing as the written outcome itself.

  3. Look

    With the right words on paper, I work with you and other creative partners to bring them to life visually – often through a new or refreshed logo, color palette, photographs, typography, etc. The final product plays out in your website, business cards, letterhead, and other collateral.

  4. Communicate

    With the verbal and visual brand elements in place, it is time to share your brand with key stakeholders. I help you develop an internal and external communications plan to (re)launch your brand and “live it” in what your organization (and leadership) says and does every day.

  5. Refine

    A brand is a dynamic expression of who your organization is and what it stands for. Some of those aspects are fundamental and will remain unchanged. Others, however, change over time as the business environment, industry trends, and larger cultural shifts take place. I work with you to measure impact and ensure that your brand responds accordingly.


“Amy is one of the most talented professionals I know. She helped our non-profit organization develop a new brand identity. The results were wonderful, powerful, and well received. I highly recommend Amy for her expertise in branding, executive coaching, strategic leadership, and leadership development. Working with Amy is a joy and leads to better performance.”

Mary, Executive Director
St. Louis