Brand Design & Strategy for Organizations & Individuals
Defining your brand is knowing and expressing
who you are and the difference you make
Your brand is not “who you are.” Your brand is an expression of who you are. That expression flows out of a place that you authentically claim as your identity, whether personal or corporate, but it’s not the same as that identity.
Your brand—including logos, colors, typography, and tone—should be carefully crafted. Why? Because you don’t want that expression of self to be misunderstood. Just as you would carefully choose words to make sure you’re understood when speaking, crafting a brand expression is meant to help communicate your story, your identity, and your vision.
In Brand Design, “Authentic” Doesn’t Mean “Careless”
Go Beyond Logos and Grow a Purpose-Driven Brand
In today's competitive landscape, a strong brand is essential for any organization that wants to make a difference. It's more than just a logo or a tagline—it's the embodiment of your values, your mission, and your unique contribution to the world.
A purpose-driven brand helps you connect with your audience, build trust and credibility, drive engagement and loyalty, and ultimately achieve your goals. It's a powerful tool for attracting clients and customers who believe in what you stand for, inspiring employees to contribute their best work, and building partnerships that amplify your impact.
I’m passionate about helping organizations uncover their core purpose and express it through a compelling brand identity. My branding services guide you through a process of self-discovery, strategy development, and visual design, resulting in a brand that authentically reflects who you are and the difference you make in the world.
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Your brand—whether personal or corporate—is built on the foundation of your story. What are the events and themes that have shaped you, and where are you headed? Together, we'll articulate your unique journey from start to aspirational finish.
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Too often we treat visual identity as "How do I dress myself up to look good?" But I prefer to think of it as how you embody your personal identity. Are you talkative? Introspective? We'll use the visual language of color, type, and texture to help you express your identity.
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In the professional world, many people will 'meet' you for the first time online. We'll work to build your digital presence on the media that are most appropriate for you and your goals, from LinkedIn to your website.
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Content creation and thought leadership is not only an important part of demonstrating your expertise; it's also an important way of contributing to critical larger conversations that affect you and your organization. We'll work to develop a plan for sharing your insights across multiple platforms so you can make a difference.
Steps to Developing Your Authentic Brand
Do You Need a Personal Brand? You Already Have One.
Your Personal brand is an Expression of how you make a difference in the world
Far from being arrogant or boastful, personal branding has become an essential tool for entrepreneurs, leaders, and aspiring professionals. A strong personal brand allows you to articulate your unique value, build credibility, and stand out in a crowded marketplace.
Personal branding not just about how you present yourself; it’s about who you are. It’s about discovering and articulating your own unique vocation—aligning your values, strengths, & passions with your professional identity, and creating an authentic narrative that expresses who you are & the impact you want to make.
If you consider yourself a “purpose-driven” individual in any way, a personal brand is a natural and important articulation of that sense of self.
“Vocation is the place where our deep gladness meets the world’s deep need.”
“When I was looking to transition out of full-time ministry and seeking employment at a non-profit Dr. Tracy helped me to restructure my resume. He helped me figure out the ministry skills that would be attractive in the marketplace, and he gave me practical, actionable advice for the job market. I now have employment in a job that I love and I'm so grateful that Dr. Tracy gave me that help.”
- Rev. Matt Stout (Services Provided: Career Coaching & Personal Branding)
Public Speaking & Communication Coaching
As part of your professional brand-building, improving your public speaking and presentation skills can be a major asset. With a PhD that included significant work in both rhetoric and performance, as well as 14 years and more than 500 presentations under my belt in leadership roles, I’m well-equipped to help you hone this critical skill.
I'll partner with you to assess your current skills, identify areas for growth, and develop a personalized plan to enhance your communication across the board—from public speaking and presentations to active listening and interpersonal skills. Whether you need a one-time boost for a critical presentation or ongoing support for continuous development, I'm here to help you succeed.
“Dr. Alex was so kind and compassionate while working with a diverse team: We all came with various experiences with public speaking and he was able to teach us all, where we were, and add value to our skills! We enjoyed his anecdotes, and related to his teaching style. This was a game changer for us as an organization, and as individuals.”
- Acterra: Action for a Healthy Planet (Services Provided: Public Speaking & Presentation Coaching)
