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Your marketing budget should align with your goals—not just industry benchmarks. It sounds obvious, but it’s often overlooked. I frequently get asked: 💬 “How much should we spend on marketing or brand development?” But a better question is: 💡 “What investment is needed to reach the goals we’ve set?” Too often, budgets are built based on industry benchmarks or whatever feels comfortable. But here’s the problem: benchmarks don’t know your goals. 🔹 They don’t know the perception hurdles you’re up against. 🔹 They don’t know how ambitious your growth targets are. 🔹 They don’t know how fast you’re trying to get there. And what if your goals are more ambitious? ✨ Changing brand perception ✨ Entering a new market ✨ Accelerating growth Those outcomes require clarity and strategic investment. As a strategist, my job is to help clients align their investment with their ambitions. Sometimes that means pushing beyond the comfort of what everyone else is doing and building a budget that actually supports the results they want. So when you’re building your budget, don’t look sideways. Look forward. ⏩ Then ask: “What will it take to bring our vision to life?”

You can’t land enterprise deals with a startup-level brand. If you want to partner with industry giants, your brand has to look and feel like you belong at the table. Case in point: One of our clients is about to ink a major global brand partnership. It’s a game-changing opportunity that will put them on a much bigger stage, with the visibility and reach to match. But here’s the kicker: This deal never would’ve been possible 4–5 years ago. Back then…  Their story was scattered. Their brand positioning was weak. They didn’t have a strong point of view. And that translated to a bland visual identity. It wasn’t something this global partner would want on a t-shirt, much less have as a major partner. But now? Everything’s changed. We helped them nail what makes their brand unique. And we leaned into the stories that back it all up. And they built a visual identity that actually represents who they are. The result is a brand that’s not just visually interesting, but iconic. Now, they don’t just look credible. They ARE credible. And they’ve earned their place at the table with a world-renowned partner. This is what brand strategy is really about. Not just design. Not just storytelling. But building a strong, strategic foundation that positions you properly in the minds of your audience. That’s what good branding does — shapes perception and wins hearts and minds. If you want to step onto bigger stages and land bigger deals, don’t wait. Build your brand today for where you want to be tomorrow. 🪁 💙

What is branding? An author recently interviewed me for a book she’s writing to help nonfiction writers sell more books. She wanted to understand branding better — not just for herself, but to help fiction authors stand out in a crowded market. I told her what I tell our clients: Branding is the art of shaping what people believe about your business. It’s less about what you say, and more about the position your brand holds in the minds of your audience. The more unique and well-defined your brand is, the more memorable you’ll be — whether you’re running a business or selling books. I gave her two key takeaways to share with her readers (and now, with you too): ➡️ Know what makes you distinct — and own it. For instance, here’s what comes to mind when I think about some of my favorite fiction authors: 🔹 Ann Patchett = a slow, satisfying meal where the place is a leading character 🔹 Kristin Hannah = a fast-moving historical drama with strong female leads 🔹 Taylor Jenkins Reid = interconnected stories of complex characters in Hollywood Each has a clear, recognizable style. Their books differ, but their brand of writing is consistent — and that’s why I return to them again and again. I know exactly what I’m going to get. The same is true for your business. What’s the unique lens or approach that only you bring? ➡️ Lean into your brand’s personality. Authors often do this instinctively. But businesses can (and should) do it too. Here are two questions to help: 🔹 What brand archetype best represents your business? 🔹 How can you show up in a way that feels uniquely you and still connects with your audience? Because when you show up with clarity and confidence, the right people can’t help but notice. To recap: 1️⃣ Identify what makes you unique — and OWN it. 2️⃣ Lean into your brand’s personality. Standing out might feel risky, but it’s the clearest path to being remembered — and chosen. Do you know what makes your brand unique? ✨

I walked into my office and saw this message. Ironically, Pamela Wilson and I had talked about this very thing yesterday. We discussed how easy it is to get swept up in everything outside of our control. But as a busy mom and business owner, I can’t afford to get distracted. I have to keep my focus on what I CAN control: My time. My energy. My choices. Doing this helps me take better care of the people and things in my life that depend on me. I know it’s tricky when the world feels heavy and hard. I feel it too. But consider this your permission slip to shift your focus — to the small, steady actions within your control. That’s where your power is. It was a good reminder for me today. Maybe you needed it too. 💙

What do most healthcare companies get wrong about their messaging? They make it too complicated. I get it — healthcare is complex. But your messaging doesn’t have to be. You’re still selling to people. And if it’s too hard for someone to quickly grasp what you do and why it should matter to them, they’ll move on. Simple message + clear value proposition = faster understanding. And that quicker understanding matters. Because it: 🔹 Shortens your sales cycle 🔹 Makes it easier for clients to refer you 🔹 Attracts more profitable clients who see your value The complexity in messaging usually creeps in with good intentions — leaders want to explain every feature and detail. But when you try to say everything, people remember nothing. Simplifying your message doesn’t water down your value. It accelerates comprehension — and conversion. If you’re too close to your messaging (you probably are), that’s when outside help can bring clarity and perspective. Because when clients understand your value faster, they say yes faster. And that's the ultimately the thing every healthcare leader wants. Healthcare leaders and marketers — where do you struggle with your messaging? Have you seen this too? I'd love to hear what you're experiencing.

Sometimes just showing up is the bravest thing you can do in business. A few weeks ago, I attended the BrainTrust Pacesetters Awards, which is one of my favorite events of the year. I love celebrating all the women in the room who are making big strides in their businesses. It's so inspiring to see! In addition to presenting an award, I hopped on stage to share a BrainTrust Brag. But it wasn’t the kind of brag you might expect. I didn’t win anything. I didn’t have big news to share. Instead, I wanted to acknowledge something else — something quieter, but just as important. The women in the room — including myself — who are still here. Still trying. Still building. Still showing up. Still doing the work. Because here’s the truth: It can feel hard to attend events like this when your life or business feels heavy. It’s not that you don’t want others to succeed — it’s just that it’s easy to believe you’re behind. That you don’t measure up. That maybe you’ll never reach that level of success. But here’s what I reminded the room — and maybe it’s what you need to hear too: Just surviving in business is its own kind of success. There’s a reason only a small percentage of businesses make it to five years. This is hard. If it were easy, everyone would do it. So today, give yourself a little credit. You’re still here. Your business is still here. You’re still moving forward. And if you haven’t arrived, it doesn’t mean you won’t. It just means you haven’t gotten there — yet. So, keep going. 💙 I'm rooting for you! 🎉