Brand Lab

We partner with leaders to build great brands from the inside out.

Power from within

At the heart of a great brand is a compelling, well-differentiated position and an organization that empowers its people to bring the brand to life through all it does. This is how strong brands connect deeply with customers. And it is why we believe the real power of brand comes from within.

Leaders turn to us to help them solve challenging problems: to help position a new business; reinvigorate a legacy brand; find new paths to growth; and to align disparate or disconnected teams. Core to it all is finding and internalizing the heart of their powerful story.

“If your brand feels lost, call Brand Lab. They’ll make you feel really smart because they’re all about empowering you and your company.”

—Fast-Growth Apparel Brand


Everything we do is designed to help organizations internalize, operationalize, and express their story so daily actions build lasting bonds between their brand and customers.

As every organization and situation is different, we tailor our approach to the questions, priorities, and culture of each client. At the end of the day, this is your brand and we are here to help foster alignment among leadership, build a brand-centric culture, and deliver the guardrails and priorities that enable everyone to add value to the brand story every day.

Strategic Assessment

answering challenging strategic questions through the lens of brand

  • brand audits
  • internal data and research mining
  • proprietary research
  • competitor & trend landscape analysis

Brand Foundation

a grounding story that unifies the business and culture

  • north star brand foundation™
  • brand narrative

Implementation Tools

fostering shared understanding and brand guidance

  • brand guide
  • product guide
  • marketing tools:
    • voice & visual expression guide
    • customer personas & journey map
    • storytelling & message frameworks
    • master creative brief
  • hr tools:
    • employee value proposition
    • onboarding guide


providing support to establish brand-centricity as a growth driver

  • brand health & customer research
  • meeting facilitation
  • mentorship & advisory services
  • interim roles

“Brand Lab helped us understand how we could be one brand serving many. And they've remained an agile thought partner as we develop the business.”

—E-Commerce Start Up Brand

about us

Our strength is deep brand experience and the agility to meet leaders and teams where they are at each stage of growth. We’ve been helping organizations move forward with greater brand clarity for more than 25 years.

We partner to scale to an organization's need with a trusted network of seasoned independent professionals that includes researchers, creative directors, writers, designers, and product designers.

Carrie Williams

I founded Brand Lab in 2001 inspired by my experiences working at Ralph Lauren and Nordstrom where brand was palpable in these organizations well before they achieved mega brand status. My understanding of those brands helped me feel connected to something bigger and clear on my priorities. It helped fuel the creativity I needed to deliver results with immediate and long-term impact on the business. I created Brand Lab because I wanted to help leaders and their teams have this kind of clarity and inspiration guiding the big and little decisions they make every day.

Elisa Humphrey

I’ve been in our clients’ shoes. For 20 years I held key marketing roles at Frito-Lay, Amazon, Precor, and Hotwire/Expedia. It was my experience driving brand-led change at Precor and then Hotwire, with Brand Lab as a partner, that excited me about the power of brand-centricity and gave me a first-hand understanding of what it takes for leaders to make change happen. I joined Brand Lab as a Principal Strategist because I know how important it is to have an external partner who understands the work that needs to be done, and I love engaging with leaders on the journey.


“We engaged Brand Lab to do our first comprehensive brand definition work. That work helped us set a brand-centric growth strategy and evolve the culture as a force for brand.”

—Lifestyle Early Growth Brand

We’d love to connect.

We are happy to answer any questions you have about us and look forward to learning more about you. From there, we can develop an approach that will get you moving forward.