What is a brand?

So, what does it mean when I say, "Biarritz helps brands and brand ambassadors become a hell of a story?" It means I help brands and their leaders and spokespersons build authority and thought leadership—the kind that creates awareness, increases visibility, resonates with the right audiences, and moves the people who matter most.

If you wish to work with me, we must agree on one thing: what a brand actually is.

A brand isn't a logo.
The Nike swoosh, Starbucks' siren, Ferrari's prancing horse—nice symbols, sure. But what do they mean, and who cares really? A logo is a recognisable brand identity that hints at the deeper essence of what you stand for, not a brand.

A brand also isn't a collection of processes.
People don't trust processes. Having a company rulebook doesn't make you a brand.

A brand is how people feel about you.
It's the emotions, perceptions, and connections you spark with your crew and target crowd.

A brand is:

• A human connection.
• A memorable experience.
• Your reputation.
• Your promise.
• Your culture and the values that guide your actions.
• The narrative of who you are, woven through everything you do and say.
• The proof you deliver.

Your brand is how you show up in the world—and why your crew and crowd choose you over anyone else.

Your brand is what sets you apart.
It's your unique vision, ambition, and goals in action.

So, when I say, "Biarritz helps brands and brand ambassadors become a hell of a story," I mean that you and I make sure the world knows why you exist, what you stand for, how you're different, and why your crew and crowd should give a damn.

Together we build human connections that crowds love, crews treasure, and competitors envy. Through great brand communication that isn't just heard but felt and remembered. Because a brand that isn't human really isn't worth shit.

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Hey! I'm Jeroen Meulman; I started and run Biarritz to help brands and brand ambassadors become a hell of a story that crowds love, crews treasure, and competitors envy. Feel free to contact me at +31 6 22 70 25 37 or jeroen@biarritz.agency. Or better yet, schedule a Rendezvous at your convenience.