After more than two decades in global brand and marketing leadership roles, I've seen it all--from exhilarating success stories to soul-crushing dysfunction. I've worked with world-class teams and survived toxic, abusive workplace cultures (and bosses). And through it all, one truth has remained constant: most people (especially leaders) fundamentally misunderstand what "brand" truly is all about.
Brand is NOT marketing.
It's not logos, taglines, campaigns or empty promises. Far from it!
Brand is people. It's your culture.
And yet, in company after company, brand is handed off to marketing--a department focused on external messaging and metrics that put conversions or sales first, not people. This is disconnected from the real heartbeat of the organization (and the ones delivering the customer experience and perhaps closing the sale): its people. I've seen HR teams who should be leading internal brand work completely left out of the conversation. Why? Because they often lack the budget, resources, or the strategic support. Marketing won't (or can't) share. Collaboration is rare. And the result? A brand that's skin-deep at best.
True brand is built from the inside out. (That's the cold, hard truth).
When companies prioritize the well-being of their people--when they invest in internal culture, shared values, psychological safety, and leadership alignment--everything changes. Employees support each other. They serve customers better. And the business doesn't just grow--it thrives.
Great marketing? That comes after the real work is done--the internal, people-first work. It's not fluff. It's human. It's psychology. It's wellness. It's leadership. And it's the most misunderstood and underutilized growth engine in business today.
Brand Culture Association (BCA) exists to change the brand game.
I created BCA to help organizations and individuals rethink, reimagine, and rebuild brand to drive personal and business growth--starting from the inside. We teach businesses how to treat their people as their most powerful brand asset, because products can be duplicated, ads can be copied, and your marketing budget can be out-spent, but your culture? That's untouchable. It's your most unique and biggest competitive advantage, and it can't be replicated.
This is my personal mission now:
To help as many people and companies as possible build brands that actually mean something by making a difference in the lives of their employees, and in-turn, those customers or clients they serve.
We're talking about...
Brands that improve well-being.
Brands that boost engagement.
Brands that create exceptional customer experiences.
And ultimately, brands that drive sustainable, people-powered growth.
It's time to redefine brand.
It's time to start from within.
After more than two decades in global brand and marketing leadership roles, I've seen it all—from exhilarating success stories to soul-crushing dysfunction. I've worked with world-class teams and survived toxic, abusive workplace cultures (and bosses). And through it all, one truth has remained constant: most people (especially leaders) fundamentally misunderstand what "brand" really is.
Brand is NOT marketing.
It's not logos, taglines, campaigns or empty promises. Far from it!
Brand is people. It's your culture.
And yet, in company after company, brand is handed off to marketing—a department focused on external messaging and metrics that put conversions or sales first, not people. This is disconnected from the real heartbeat of the organization (and the ones delivering the customer experience and perhaps closing the sale): its people. I've seen HR teams who should be leading internal brand work completely left out of the conversation. Why? Because they often lack the budget, resources, or the strategic support. Marketing won't (or can't) share. Collaboration is rare. And the result? A brand that's skin-deep at best.
True brand is built from the inside out. (That's the cold, hard truth).
When companies prioritize the well-being of their people—when they invest in internal culture, shared values, psychological safety, and leadership alignment—everything changes. Employees support each other. They serve customers better. And the business doesn't just grow, it thrives.
Great marketing? That comes after the real work is done—the internal, people-first work. It's not fluff. It's human. It's psychology. It's wellness. It's leadership. And it's the most underutilized growth engine in business today.
Brand Culture Association (BCA) exists to change the brand game.
I created BCA to help organizations and individuals rethink, reimagine, and rebuild brand to drive personal and business growth—starting from the inside. We teach businesses how to treat their people as their most powerful brand asset, because products can be duplicated, ads can be copied, and your marketing budget can be out-spent, but your culture? That's untouchable. It's your most unique and biggest competitive advantage, and it can't be replicated.
This is my personal mission now:
To help as many people and companies as possible build brands that actually mean something by making a difference in the lives of their employees, and in-turn, those customers or clients they serve.
We're talking about...
Brands that improve well-being.
Brands that boost engagement.
Brands that create exceptional customer experiences.
And ultimately, brands that drive sustainable, people-powered growth.
It's time to redefine brand.
It's time to start from within.
Much love,
Jaclyn
