Hi, I'm Chad Mullins.
The Brand Punk is my studio. I help you choose what your business should be known for, then develop the strategy, messaging and communication plan to build toward it. The ambition: customers who seek you out by name and keep choosing you.
// twenty of my twenty-five working years have been spent on brand
// What is brand?
Your business builds a brand every day.
Your brand is the collective experience people have of your company. Every ad, conversation, purchase and service call contributes. Those experiences shape what people expect from you and what they tell someone else.
A business can have plenty of good ideas and still leave people confused. Different people describe it differently. Each channel follows a different plan. The company keeps building a brand, but the impression may bear little resemblance to what the owner intended.
A brand strategy gives those decisions purpose. It can affect spending on training, technology, design or presentation. It gives each marketing channel a job. The aim is for customers to experience what you promised and recognize the business you intended to build.
// Work I care about
I care about the people behind the work.
I care about the people behind the work. In 2006, I spent time in Mozambique with Iris Ministries and took part in an outreach with Doctors Without Borders in Maize. These photographs are from that time, in Maputo, Pemba and Maize.
I headed up the website for Iris Ministries and built a platform for its international missionaries. I designed it to connect missionaries with people who wanted to support their work, and to give them a way to keep their givers up to date on their ministries and their impact.
The idea was to bring the work, the people doing it and the people supporting it into one place. That same concern runs through The Brand Punk: helping people understand what an organization does, why it matters and how they can take part.
// What I have done
A brand is a great deal more than a logo.
I have built apps and websites for twenty-five years. I started by designing software for an engineering team in a hospital, then spent the early web at an agency beside world-class designers, when every page was hand-built in HTML, CSS, Flash and JavaScript. I co-founded a brand and web agency, which is where I learned that a brand is a great deal more than a logo. I was creative director at Slacker Radio, running brand and marketing and a full redesign across Android, iOS and the web. For the last ten years I was a product designer and brand strategist at ServiceNow, guiding brand direction on the platform, running user studies and writing the guidelines its design systems follow.
// How I work
I start with what is true about your business.
I built a custom AI-powered research engine to examine three perspectives: your company, your competitors and your market. I look at what you want to achieve, what customers already say about you and where an opportunity fits. I bring my judgment to the evidence and make a recommendation.
The free, automated Teardown shows how your homepage comes across. For a Repair, I use the research to express your existing brand more clearly in that opening. For a Blueprint, I recommend a strategic direction, you and I discuss and choose it, and I write the strategy, messaging and communication plan. Build projects put the direction into practice through custom design, content and websites.
See how your business comes across.
Get your free Brand Teardown// free · 6 questions · about 2 minutes to answer · no sales call