Establishing BrandClub

Together with my colleague Zuza, I co-founded BrandClub—a platform designed to empower emerging brands with the knowledge and guidance they need to thrive. Our mission is to unlock each brand’s potential through a mix of hands-on education, practical resources, and one-on-one consultancy.

We launched BrandClub with a brand-building workshop in early June 2024, working closely with six emerging founders to shape the foundations of their brands. Here’s a the overview of brand building process that we teach:

• Business Strategy: We start by organizing the basics—identifying the competitive landscape and clarifying what truly sets each brand apart. Then, we define target audiences, focusing on how to reach them effectively.

• Brand Heart: We build the brand’s core, including purpose, values, and (if relevant) mission and vision. These elements are key in helping customers feel connected and engaged with the brand.

• Messaging: We translate the brand’s heart into actionable communication elements, including communication pillars, value propositions, and brand personality traits that leave a lasting impression.

• Visual Identity: Only after establishing the brand’s core and messaging do we dive into crafting its visual look and feel.

• Brand Guidelines: We compile all key brand information into a comprehensive guide, making it easier for teams and collaborators to stay on the same page.