The best-loved companies – those with the most loyal customers and employees – have one thing in common: an authentic foundation of brand values, messages and strategies that drive their internal culture in addition to their external marketing. The result: solid connections with all their audiences.

At BrandFoundations, our sole focus is on helping our clients lay those foundations and build those connections.

Why Invest in Brand?


BrandFoundations uniquely integrates the disciplines of branding and organizational development through a proven, rapid process that captures and articulates your unique “organizational DNA” in a way that’s compelling to both your customers and your workforce.

We help clients build a solid foundation of authentic brand stories, messages and strategies that result in better external positioning as well as improved internal culture and performance. Because when brands are truly “lived” within an organization, the myriad benefits include greater differentiation from competitors and deeper loyalty among all audiences. This is the reason we exist and it’s what drives our “Build Solid Connections” tagline.

BrandFoundations Clients Experience

For us, “brand” is deeper than logos, color schemes and slogans: it’s the navigational “true north” that guides everything – from competitive positioning, operational procedures and hiring / recruitment to, yes… logos, slogans and all creative execution.

That’s why we operate as "brand advocates,” focused entirely on building your solid foundation and then collaborating with the right partners to ensure it’s powerfully infused throughout your enterprise, both externally (websites, collateral, campaigns, etc.) and internally (recruiting, training, compensation/rewards, etc.).

Our Partner Ecosystem

This allows us to match the absolute best, most fitting resources to each client’s unique goals and budget while we maintain our keen strategic focus on growing and caring for your brand.

To bring our clients’ carefully crafted brand foundations to life, we partner closely with a select cadre of top firms in the fields of digital and traditional marketing and design, opinion research and public/media relations, and human resources development and training, to name a few.

The BrandFoundations partners first came together in 2012 over a vision for a deeper approach to branding than they had seen at traditional agencies: a chance to move brand from buzzword to business- and culture-driver.

Steve Goodwin


Steve is a veteran brand architect and messaging guru whose strategic thinking and gift for words have helped organizations of all shapes and sizes put their best foot forward. Clients value his ability to articulate the authentic qualities that set them apart from the competition and give them a sustainable advantage.

JP Laqueur


JP believes in the power of a compelling story and a noble purpose to bring people together and provide the foundation for a strong brand and high-performing culture. It’s a craft he’s honed over a career that has seen him serve both established and emerging companies across a variety of industries.


Our clients come from a wide spectrum of industries, including Technology/Telecom, Finance, Real Estate, Consumer Products, Healthcare, Higher Education and Non-Profit.

Here’s a small-but-representative listing of organizations that have seen the powerful benefits of building a solid brand foundation.