From Design to Purpose: My Journey to Becoming a Brand Therapist

Back in the early 90s, I kicked off my career in graphic design. The goal was simple: create effective logos, signage, and marketing materials that would help businesses stand out. I believed in the work I did, seeing it as a crucial part of a business's identity. Despite this, I noticed a pattern I couldn’t ignore: businesses I worked with were shutting down, failing to last even a year after opening.

This trend got to me. Seeking answers, I reached out to these former clients and found a common theme: a lack of proper planning. From missing permits to zero marketing budget, the issues varied, but the result was the same. One example that sticks with me is a restaurant decked out with the best equipment and a great look, but it folded in less than a year. When I suggested ramping up their marketing, they were already out of funds.

These conversations were a wake-up call. It wasn’t just about providing a service like creating a logo; these businesses were missing a solid foundation. They needed a strategy, a reason for being. That’s when my career took a turn. I started asking the hard questions upfront: “Why are you starting this business? What’s driving you?”

I began to approach my work differently, like inspecting the structure of a house before considering the paint. I shifted my focus from the aesthetics often associated with graphic design to a more analytical and strategic approach, honing in on the core mission and strategic planning of the businesses I partnered with.

This shift in approach wasn’t just a change in services; it was a change in mindset. By focusing on strategy and the "Why" behind a business, I was able to contribute to more sustainable, successful ventures. I went from creating visual identities to helping businesses understand their purpose and how to communicate it effectively.

Today, I look back on my journey from graphic designer to what I now call a "brand therapist" as an essential evolution. It’s not about the aesthetics alone but about building a business that knows why it exists and how to thrive. This is the lesson I’ve learned and the message I carry forward in my work: success starts with understanding your purpose and building everything else from there.