more than an association...
To help HR professionals
master brand culture, positioning them as strategic drivers of business success while advancing their own career.
To help HR pros master brand culture, positioning them as strategic drivers of business success while advancing their own career.
We're not your typical association. We're a passionate community of culture creators, brand innovators and change makers who believe "brand" isn't just a buzzword, and it sure in the heck isn't marketing. Brand is your culture, your people, your biggest competitive advantage and the power behind organizational success.
It's A Movement
Founded by a veteran brand expert, we're dedicated to elevate career paths for HR professionals while transforming how businesses achieve their full potential through the power of brand culture and our proprietary Human Experience Branding™ Framework.
With specialized resources, a purpose-driven community, and ongoing support, you'll gain the skills and confidence to boost
your career and lead initiatives that not only improve employee engagement, but also contribute to the business results.
Our Mission ::
It's more than a marketing concept. As your organization's DNA, it's an HR play that drives business and individual success.
So, What is Brand Culture?
Fueling how you think, act and show up in the world; it's the human force that transforms a workplace from a collection of individuals into a powerful community that can't be duplicated. It's your competitive advantage. It's your secret sauce.
What is
Brand Culture Association?
Brand Culture Association (BCA) is an organization on a mission to help HR pros strategically flip the script on how brands
are built. This isn't about marketing; this is the brand revolution that actually drives businesses, and people, forward.
Leveraging two decades of brand, marketing and psychology experience, we know brands start with your people, your culture and not taglines or campaigns. Because of this, true brand strategy can't solely be led by the marketing team. It's much bigger!
With our proprietary Human Experience Branding™ Framework, expert-led content, real-world tools, and wellness-first approach, we'll help you establish your strategic muscle to build unstoppable brand cultures. You can forget overpriced consultants because this is high-impact, accessible (and true) brand strategy that actually moves the needle for your organization, and your personal career.
When employees are at their best, brands perform at their best.
AND THAT'S BRAND CULTURE IN ACTION
AND WHY IS IT MISSION CRITICAL TO HR TEAMS?
Brand Culture
Join the Movement
Brand is who you are and what you stand for. Marketing is simply how you bring a brand to life. While intertwined, the two are different and serve distinct purposes.
Brand is who you are and what you stand for, every day. Marketing is simply how you bring a brand to life. While intertwined, the two are different and serve distinct purposes.
People-first cultures that foster an environment of trust, well-being, belonging and empowerment achieve greater long term success. A culture of care - a strong brand culture - fuels both personal and business performance.
Aligning your brand to business goals ensures better outcomes—including higher employee engagement and retention, improved customer loyalty, and increased operational efficiency.
Our purpose is to reshape how businesses define and leverage brand
—moving beyond logos and marketing to a culture-driven approach that fuels employee engagement, customer loyalty and long-term business success.
Our purpose is to reshape how businesses define and leverage brand—moving beyond logos and marketing to a human-first approach that fuels employee engagement, customer loyalty and long-term business success.
Branding Starts
From within
Branding Starts From within
WHAT WE BELIEVE
Brand is a company's greatest competitive advantage. While others can mimic your products and out market you, they can not replicate your brand.
Brand is a company's greatest competitive advantage. While others can mimic your products and out market you, they cannot replicate your brand or your people.
The way employees feel and act shapes how they treat customers. Those who feel respected and valued create exceptional customer interactions. If you take care of your employees they'll take care of your customers.
OUR GUIDING PRINCIPLES
BRAND DRIVES GROWTH
BRAND IS NOT MARKETING
BRAND IS A DIFFERENTIATOR
EMPLOYEE WELLNESS IS FOUNDATIONAL
EMPLOYEES SHAPE
CUSTOMER EXPERIENCE
EMPLOYEES SHAPE CUSTOMER EXPERIENCE
We make sure brand expertise and resources are accessible and affordable--because building a thriving workplace shouldn't be a luxury reserved for big corporations with endless budgets and big teams.
We make sure brand expertise and high-quality resources are accessible and affordable to all
—because building a thriving workplace shouldn't be a luxury reserved for big corporations with endless budgets.
We redefine how people think about brand—focusing on culture, employees and internal alignment first so brands don't just market well, they operate at a higher level, experience growth, and achieve lasting impact.
We make employee wellness a priority—when they feel valued, supported and empowered, they naturally perform at higher levels, creating great places to work, and exceptional customer experiences that drive business growth.
Let's be real, there are plenty of associations you can join. But BCA? We're not just another professional group that offers surface-level resources and generic networking events. We're a community of culture creators, mindset shifters and true believers in the power of people. Here, you don't just join—you grow, connect and master the impact of true brand work because we...
Ready to Join?
- Top-Tier Tools - Get the same premium resources Fortune 500 companies use, without the Fortune 500 price tag.
- Expert Guidance - Gain insider knowledge and proven strategies at a fraction of the cost of an agency or consultant.
- Practical Pricing - Access all we have to offer without a big price tag. Small budgets welcome, but big dreams are required!
- People Power Brand - Employees are the brand and shape it from the inside. What they feel, customers experience.
- Brand is Human - It's how you relate, connect and act to create meaningful experiences that can't be replicated.
- Beyond Marketing - It's not about marketing, it's your DNA that drives your actions, decisions and business growth.
- A Chief Wellness Officer - We're not messing around. We have a licensed therapist on the team to ensure human-centricity.
- Growth Over Grind - Having a growth mindset to achieve performance metrics will deliver sustainable business results.
- Mindset Matters - When employees feel their best, they show up to work as their best self—and deliver their best work.
The BCA Difference
REDEFINE
FOCUS ON
MAKE IT
Unlock Career and Organizational Growth
Drive employee engagement, leadership development, and organizational success.
ADVANCE YOUR CAREER
Develop the skills to champion brand culture, gain leadership recognition, and open new doors for your career.
BECOME A BRAND MASTER
Learn what real brand is all about with expert knowledge and resources that change the brand game.
ELEVATE YOUR IMPACT
Shape brand culture in a way that elevates both the employee and customer experience while driving real business results.
Shape culture in a way that elevates both the employee and customer experience while driving real business results.
What's in it for you?
1 of 2
With over two decades of global brand and marketing experience, I've witnessed both the brilliance and the brokenness inside organizations. I've worked for incredible companies and bosses, and I've endured toxic ones. Through it all, one thing became crystal clear: brand isn't marketing--it's a people strategy. And yet, most businesses get it backwards.
They throw money at marketing while overlooking their greatest brand asset; their people. HR is often sidelined, underfunded, and expected to rely on marketing teams that don't truly understand or prioritize internal brand work (because it's not in their goals). As a result, the brand becomes disconnected from reality, and performance suffers.
I created BCA to fix this by helping as many people as possible take their career and brand to new heights.. Our approach isn't just different, it's long overdue!
With over two decades of global brand and marketing experience, I've witnessed both the brilliance and the brokenness inside organizations. I've worked for incredible companies, and I've endured toxic ones. Through it all, one thing became crystal clear: brand isn't marketing—it's a people strategy. And yet, most businesses get it backwards.
They throw money at marketing while overlooking their greatest brand asset; their people. HR is often sidelined, underfunded, and expected to rely on marketing teams that don't truly understand or prioritize internal brand work (because it's not in their goals). As a result, the brand becomes disconnected from reality, and performance suffers.
I created BCA to fix this by helping others take their career and brand to new heights.. Our approach isn't just different, it's long overdue!
Founder & Chief Brand Officer
Jaclyn Scrivens
MEET OUR LEADERSHIP TEAM
Read my
full story
2 of 2
Karen is a Licensed Clinical Professional Counselor (LCPC) and has worked as a Behavioral Health Consultant (BHC) and a Board Certified Life Coach (BCC) with deep passion for helping people grow, heal, and thrive; especially in the workplace. With expertise in anxiety, trauma, and self-esteem, she brings a compassionate, whole-person approach to BCA's mission of building strong, resilient cultures from the inside out.
Through evidence-based practices like Mindfulness-Based Cognitive Therapy, CBT, EMDR, and Positive Psychology, Karen helps employees and leaders navigate workplace challenges, from toxic environments and burnout to conflict resolution and emotional well-being. At BCA, she ensures wellness is not just a perk, but a foundation of brand culture; empowering individuals to protect their peace, show up fully, and become their best selves.
Chief Wellness Officer
Karen J. Kewley
MEET OUR LEADERSHIP TEAM
Sign Me Up!
Behind the Brand: The Secret Power of HR is a transformational series that gives HR professionals the resources, mindset, and strategy to lead brand culture. No theory. No fluff. No surface-level branding here.
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