Julia Zeltser and Deroy Peraza, the cofounders of brand consultancy Hyperakt.

I know a branding program is working when clients tell me it’s easier to connect with the right collaborators. When hiring and firing feel clearer. When they start saying things like, “Our company is transforming.”

That happened this week.

And then I came across a well-written piece by, Deroy Peraza, that makes the same point. Branding isn’t just about marketing or communication—it’s a tool for managing change. He wrote it with nonprofits in mind, but the message applies to everyone.

"Branding isn’t just about what an organization says—it’s about what it does. Leaders set the tone for change through their actions and decisions, as well as their words. When staff see leaders living the brand values—making decisions that align with them and modeling the organization’s purpose—it reinforces the brand’s credibility and inspires others to follow suit."

"Leadership requires both transparency and action. Sharing the 'why' behind decisions, acknowledging challenges, and celebrating progress helps staff feel connected to the journey. It’s in these moments that the brand transforms from an abstract idea into a lived reality—one the entire team can embody and champion."

ARTICLE: The Branding Process is Change Management