By: Sarah M.
Branding. While the methods have evolved, the concept remains the same. It’s more than just a logo or a marketing strategy; it’s an identity.
This is one of Jamie Schwartzman’s firm beliefs. The Founder and Chief Creative Strategist of Flux Branding recently joined The Voice of Influence Podcast with host Andrea Joy Wenburg to share his insights and expertise in this industry.
With over 25 years of experience, Schwartzman has helped companies across industries define their brand identity, align their teams, and communicate clearly. His agency, Flux Branding, specializes in guiding businesses through times of transformation, i.e., mergers, leadership shifts, changing competitive landscapes, and the like.
Branding Isn’t Just Marketing; It’s Strategy
Schwartzman often encounters the misconception that branding and marketing are the same thing. Many people use the terms interchangeably, but Schwartzman emphasizes that they are distinct concepts.
“Branding isn’t just about marketing or graphic design. It’s about defining a business’s spirit, feel, and identity,” he explains.
A strong brand isn’t just for customers. It also creates unity within an organization. “A well-defined brand isn’t just external,” Schwartzman says. “It impacts employees, leadership, and even competitors. It provides clarity on who you are and why you matter.”
At its core, branding is more than just a campaign. It’s often seen as a strategic investment. While marketing tends to focus on short-term goals like lead generation, branding works to build long-term value. Some view it as a balance sheet asset rather than an immediate expense, similar to a capital investment that can increase a company’s value over time.
The IDEA Method: A Proven Approach to Branding
Flux Branding has developed a structured process called the IDEA Method, which helps businesses navigate brand transformation. Schwartzman breaks it down into four steps:
- Ignite. This is the discovery phase, where Flux Branding uncovers a company’s identity, goals, and competitive landscape. This includes leadership workshops, research, and deep conversations to build a strategic foundation.
- Distill. Here, the agency clarifies the brand strategy, developing messaging, positioning, and defining the company’s values. This is where they create the brand platform—a guiding document that aligns teams and informs all branding decisions.
- Energize. This phase focuses on visual identity and brand design. Logos, colors, typography, and imagery create a cohesive and recognizable look supporting the brand strategy.
- Activate. Finally, the brand is launched into the market through a website, campaigns, and other marketing assets. Schwartzman emphasizes that a strong web presence is now the most essential branding tool for any business.
Why Change Is the Key to a Strong Brand
Schwartzman named his agency Flux Branding because he believes “change is the only constant.” He explains that branding projects happen during a time of transition:
- A company is losing market share
- A merger or acquisition requires brand alignment
- A new product or service is launching
- A company struggles to attract and retain talent
- A startup is entering the market
Rather than fearing change, Schwartzman encourages businesses to use it as a catalyst for growth. “If you can harness the power of change, you can turn it into a strategic advantage,” he says.
The Ethics of Branding in a Rapidly Changing World
As technology, AI, and digital media evolve, branding has become more complex, along with the ethical considerations involved. Schwartzman notes that fear-based messaging is becoming more common, and brands should be mindful of how they approach communication.
“It’s never been easier or cheaper to target audiences and influence people. That makes it even more important for brands to operate with integrity,” he explains. He believes that brand messaging should inspire and engage rather than manipulate.
At Flux Branding, one of their core values is “Aspire to Inspire.” Schwartzman’s team helps brands connect with audiences through authenticity. They focus on (and prioritize) long-term trust over short-term gains.
Why Companies Need to Invest in Branding
Many business leaders hesitate to invest in branding because they can’t immediately see the return. Schwartzman argues that branding directly impacts a company’s bottom line in three key ways:
- More Effective Marketing – A strong brand lowers marketing costs by providing a clear, compelling message that attracts the right audience.
- Better Sales Conversions – When branding is aligned, sales teams receive higher-quality leads, increasing close rates.
- Higher Employee Engagement – A unified brand identity boosts morale and retention, making it easier to recruit and retain great talent.
“Companies spend big on marketing and sales but underinvest in branding. But branding is the foundation that makes marketing and sales more successful,” Schwartzman says.
How to Know When It’s Time to Rebrand
Businesses often struggle to know when they need a brand refresh. Schwartzman shares five key indicators that it may be time for a rebrand:
- Declining Market Share – If a company is losing ground to competitors, branding may need to be repositioned.
- Merger or Acquisition – Multiple companies merging must align their messaging and identity.
- Launching a New Product or Service – Branding must evolve to reflect growth.
- Internal Culture Issues – If a company struggles with retention or recruiting, branding can help improve workplace identity and morale.
- Startups Entering the Market – New businesses need strong branding to stand out and establish credibility.
The Future of Branding: AI, Customization, and Ethical Communication
Branding isn’t just about aesthetics—it’s about building a strong foundation for business success. And as AI continues to transform branding, Schwartzman sees exciting opportunities ahead. Flux Branding already uses AI to enhance messaging consistency and create personalized brand experiences.
But he also warns against over-reliance on automation. “AI can help, but branding will always be about people, emotions, and storytelling. The human touch is irreplaceable,” he says.
Final Thoughts
“If you want to be a voice of influence,” Schwartzman says. “You have to have something meaningful to say—and branding gives you the framework to say it with impact,”
For companies looking to refine their branding, Schwartzman offers a free Brand Personality Decoder on the Flux Branding website.
Published by Jeremy S.