EXPERIENCE
BRAND AUTHENTICITY
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Brand Foundation Development
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Cultural Alignment
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Brand Tools Development
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Trend + Insight Integrated Planning
I recognized the critical role of the internal culture in creating a brand people loved from my own experiences working for Nordstrom, Unionbay Sportswear, and Ralph Lauren. Since then, I’ve learned that good brand management and good consulting are ultimately about the same thing: empowering others. As happy as I’d be to work on your brand, the reality is I am here to work with you and your team. - Carrie
TEAM
BRAND IS IN EVERYONE
The strength of our team is deep brand experience and the
agility to meet leaders and teams where they are at each stage
of growth.
Carrie Williams founded Brand Lab in 2001 inspired by her own inside-out brand management experiences with manufacturers and retailers, including Nordstrom and Ralph Lauren.
Elisa Humphrey joined as a Principal Strategist in 2017 after partnering with Brand Lab while leading the marketing and strategy for Precor and Hotwire. Elisa’s background includes key marketing roles with Frito-Lay/Pepsi Co, Microsoft, and Amazon.
We partner to scale to an organization’s need with a trusted and seasoned team of independent professionals that includes researchers, organizational development practitioners, business planners, merchandisers, product designers, creative directors, writers and designers.
Our team members embrace working with internal departments and other external partners. We're here to move people inside and outside the organization to act with a deeper understanding of the role everyone plays creating a brand people trust, value and love.
Brand is in everything
you do.
it's why we work from the inside out
1 Who you are and why you exist
We’ve worked with all kinds of organizations to get to the essence of who they are and why they exist so they grow on a foundation of clarity and purpose.
2 Who you serve
We’ve talked to tens of thousands of people to bring current and prospective audiences to life in ways that inspire teams and crystallize their focus.
3 How to grow
We distill trends, data, and insights to illuminate a path forward that is true and unique to a brand.
4 How to steward
We actively work with leadership and internal teams to create brand-driven organizations where people are empowered, inspired, and equipped to protect and nurture their brand in all they do.
WE HELP YOU UNDERSTAND
clients
Our strong outdoor, active, and lifestyle portfolio is diversified by work
in technology, travel, transportation and the non-profit sector.
SERVICES
STRATEGIC ALIGNMENT
BRAND FOUNDATION
We deeply believe brand is your North Star.
We build on collective knowledge and deep customer insight to define a Brand Foundation that aligns teams and drives sustainable growth
BRAND LEADERSHIP
ADVISING
We help leaders maintain focus and
empower teams as they navigate brand management through realignment, accelerated growth, or acquisition.
BRAND PLANS
TREND + RESEARCH
A well-developed brand plan is relevant, resonant and uniquely you. That’s why we
use trend, consumer, and brand insight
to map plans. We can design and
implement the research or simply analyze
and distill what you already have.
BRAND EXPRESSION
CUES + GUARDRAILS
Working with your internal teams or our partners, we explore brand expression concepts to bring the brand to life across creative disciplines to ensure brand adoption and action.
EMPOWERED STEWARDS
GUIDES + TOOLS
We build the discipline-specific tools and playbooks teams need to do their work every day, and the creative briefs to guide brand-driven work externally.
BRAND ASSESSMENT
WHITE SPACE
We uncover opportunities for greater alignment, clearer differentiation, and more consistent and compelling brand expression through qualitative assessments of your internal brand guidance, competitive positioning, and external communications