BRAND BY BRANDY

Meet Penny!

It’s as simple as that

Based off my name, it was either this or start a distillery…

…but I’ve dedicated my career to building beloved brands that resonate with customers. I’d love to help grow yours.

I’ve spent most of my career in house at high growth, community-oriented startups — Shake Shack, Sofar Sounds, and Groove — so I base my approach on giving you only what is going to make your day-to-day, strapped-for-resources work easier.

My ultimate goal: create an extremely usable, creative, clear brand toolkit for you, and have a good time while we’re doing it.

Looking to dive deeper?

Career Highlights

  • …growing it from 12 to 80+ locations. Perfected and expressed brand voice across IPO, 10 year anniversary, key product launches and store openings.

    What made this experience extra special?

    I oversaw guest services and learned the effect radical hospitality has on creating brand affinity.

  • …as it transformed from a grassroots community organization to a global commercial company. Led brand refinement through creation of brand guidelines for the 200+ teams around the world to use.

    What made this experience extra special?

    I also oversaw artist booking on the NYC team for a year, booking thousands of artists, so had a firsthand operational experience of knowing what is actually useful and not too pie in the sky.

  • …since I’ve started working for myself in 2020. I really got to know the clients’ pain points, and created a variety of brand strategies and identities in the format that worked best for their unique stage of business.

    What made this experience extra special?

    I went in house as Head of Marketing with one of my clients, Groove, and got to create a unique, evolving brand based on customer feedback as we searched for product-market fit.

My approach:

Brand = resonance

When we talk about brand personality, verbal identity, messaging, and copywriting, these are essentially all tools to reach one goal. The customer resonates with the product and says, "Yes, this is for me." Watch my explanation:

We can also bond over…

  • Book recs. My Goodreads goal is 65 books this year.

  • How cute my St Bernard Penny is (see above for reference)

  • What it’s like living in Brazil 🇧🇷 — I moved here in 2018 and live in Paraty, a true paradise!

  • Architectural Digest’s YouTube channel

  • Gossip about The Bachelor franchise

  • Your favorite Alison Roman recipe

  • Your go-to karaoke song

  • How good the Mission: Impossible franchise is

  • Our best thrifting finds

You can find me…

HOW CAN I HELP?

Grease your growth with a practical, clear brand toolkit that resonates with your customers

Services

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Come along with me as I break down brands, highlight interesting brand strategy, and explore what makes certain brands resonant with customers.