Time to get MORE...
Kristin Goodwin, retired Brigadier General USAF, MA, ACC, CPQC, realized she needed to identify and define both her personal (Personal Brand Presence) and business brand (Brand DNA) outside of the military. This work enabled her and her business partner to clarify their value position, surface distinction, and confidently articulate their 'Why' and powerful 'Brand Promise'. The result catapults them into the crowded market of consulting with uniquely defined characteristics that help them rapidly create competitive advantage.  
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3 Key Ways to Build Your Brand
Get more CONSCIOUS, STRATEGIC, DELIBERATE in your Brand's Elevation!





WHAT BRAND LEADERSHIP ACTUALLY INTEGRATES...
YOUR BRAND DNA BECOMES THE FOUNDATION.
Brand Leadership Makes it Tangible.
Defining your Brand DNA is powerful.
But clarity alone doesn't change an organization.

The real value comes when that clarity begins influencing how leaders lead, how employees behave, how decisions get made, how customers experience the organization, and how the business communicates its value.

That's where I come in.

As a Fractional Chief Brand Officer and Brand Integrator, I work alongside leadership to translate your Brand DNA outputs from a strategic framework into the way the organization actually operates, communicates, is experienced, and grows.

Meet Your Fractional Chief Brand Officer
You don't need another marketing person, 
you need someone looking across the whole brand.

Leadership shapes the brand.
Marketing communicates the brand.
Employees experience and deliver the brand.
Customers ultimately decide whether the brand is believable.
Someone needs to connect all of those dots.

As your Fractional Chief Brand Officer, I serve as an executive-level brand strategist and Brand Integrator, helping leadership connect strategy, people, culture, communication, customer experience and growth around a clearly defined Brand DNA.

I don't replace your marketing team. 

I help make sure the marketing, leadership, culture and customer experience are all telling the same story. Why? Because consistency is king in building brand trust, advocacy, and loyalty. 

I've spent 30+ years developing Brand DNA. I've learned that defining the brand is only half the job. The real value is integrating it into how an organization leads, communicates, behaves and grows. That's why I now serve as a Fractional Chief Brand Officer.

'Suzanne Tulien, Brand Integrator



The Brand Integrator ROLE

Most organizations don't have a brand problem in just one department.
The disconnect may show up in marketing. 

Or sales. Or hiring. Or customer experience. Or leadership communication. Or the employee experience.
Or simply in the fact that everyone is working hard, but not always in the same direction.

The Brand Integrator sees the connections and/or disconnections.
I help leadership identify where the brand is aligned, where it is fragmented, and what needs to change so the organization can consistently deliver what it says it stands for.
IDENTIFY. DEFINE. ALIGN.
(TO YOUR BRAND'S DNA)
You already have a brand whether you are conscious of it or not. T
he real question is: 'Are you in control of it? 

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BRAND DNA Q & A   
Q1: What is Brand DNA and why is it important for my business?
 A1: Brand DNA is the unique combination of your company’s purpose, values, personality, and promise. It helps your team act in alignment, ensures messaging is consistent, and builds customer trust. Without Brand DNA clarity and alignment, businesses risk inconsistent communication, disengaged employees, loss of customer advocacy, and missed growth opportunities.

Q2: Who should attend Brand DNA workshops?
 A2: There is an ideal number of stakeholders we like to have in the Brand Task Team room and that is 16. Within that mix it should include Business owners, CEOs, executives, marketing and HR leaders, and any employees who influence brand experience. If your team touches customers, culture, or communication, this training ensures everyone is aligned and empowered to deliver the brand promise.

Q3: Can Brand DNA training be done virtually or online?
 A3: No. Brand DNA training is a live, human-to-human experience. It requires collaboration, discussion, and shared energy in the same room to align thoughts, opinions, and strategies. Every “brand task team member” actively participates to fully buy into the organization’s Brand DNA, making it impossible to replicate virtually. This experience is truly magical and transformational for the organization as it enables and perpetuates a unique level of coherence that never existed before.

Q4: What results can I expect from Brand DNA consulting?
 A4: You’ll gain a clear, actionable Brand DNA framework that aligns messaging, culture, marketing, and customer experience. You and your team become more conscious, strategic, and deliberate in their creation, follow through, and delivery of on brand actions and behaviors internally and externally. Businesses typically see stronger team alignment, consistent behavior, and brand differentiation that builds trust and credibility.

Q5: How long is the Brand DNA training workshop?
 A5: Options include “Brand DNA in a Day” for rapid immersion for smaller businesses & their teams, or a two day multi-session program for deeper alignment and implementation for larger companies. Workshops are tailored to your team size, business complexity, and schedule.

Q6: Can you help implement Brand DNA after the workshop?
 A6: Yes. This truly is the fun part - seeing all the Brand DNA outputs come alive in the organization! We provide comprehensive consulting & tools to embed Brand DNA across all touchpoints—from internal systems and marketing campaigns to hiring practices and on-brand customer experience design. This ensures your brand promise is consistently delivered, every single day.






Q7: What makes this Brand DNA training different from other branding workshops?
 A7: Unlike generic workshops, our training is practical, hands-on, and tailored. Suzanne Tulien brings 30+ years of experience helping businesses translate brand clarity into action, alignment, and trust—not just slides or theory. We also don't focus on the external environment (customer) as primary, we build the DNA from the internal talent, expertise, and collective company value position to ensure we are developing true, authentic abilities to deliver on the promised brand experience every time. No fluff, just honest authenticity and passion for the organization's mission and vision.

Q8: How does Brand DNA improve employee engagement?
 A8: Employees who understand your Brand DNA feel like a part of something bigger than just their jobs, they act confidently and consistently, becoming authentic brand ambassadors. Clearly identified and defined Brand DNA attributes reduces confusion, increases accountability, and strengthens culture.

Q9: Is Brand DNA training suitable for startups?
 A9: Yes. Startups gain clarity from day one, avoiding costly missteps. They will be in more of a creation mode and working on the future-present state of the business with more aligned clarity. Established businesses can realign teams, refine messaging, re-engage a more on-brand culture, and consistently deliver their brand promise in competitive markets.

Q10: How much does Brand DNA training cost?
 A10: Costs vary based on scope, team size, and workshop format. Contact us for a personalized proposal that fits your goals and budget—no hidden fees. The accelerated 'Brand DNA in a Day' designed for smaller businesses is priced with time & affordability in mind (under $7,000).

Q11: Can Brand DNA training improve marketing ROI?
 A11: Yes. Aligned messaging and consistent on-brand delivery make marketing more effective, increase on-brand customer engagement, and improve conversion rates. A clearly defined & internally aligned Brand DNA solidies a consistent messaging campaign, and ensures your marketing investment pays off.

Q12: How do we measure success after Brand DNA training?
 A12: We have many tools to measure success throughout the organization with a Standards of Performance baked into the process. Some measures include improved clarity in messaging, consistent employee behavior, stronger customer experiences, and market differentiation. We provide tools and metrics to track implementation and celebrate results.

Q13: How do we get started with Brand DNA training?
 A13: Contact us to schedule a discovery session. We’ll assess your business needs, create a tailored training plan, and help your team act as one aligned, trusted, and high-performing brand organization.

Benefits of Brand DNA Clarity...
  • Clarify Your Identity: Identifying your unique brand DNA helps business owners gain a clear understanding of who they are and what they stand for, forming the foundation for all marketing efforts.

  • Target Audience Connection: Defining your brand DNA enables you to align your messaging with the specific needs, values, and desires of your target audience, fostering a deeper and more meaningful connection.

  • Market Differentiation: By articulating your brand's distinct personality, values, and purpose, you set yourself apart from competitors, making it easier for customers to choose you over others in a crowded marketplace.

  • Consistency Across Channels: Aligning with your brand DNA ensures consistent messaging across all marketing channels, reinforcing your brand identity and making it more memorable to customers.

  • Value Proposition Refinement: Understanding your brand's core essence allows you to refine your value proposition, making it more compelling and relevant to your audience, thus driving customer loyalty.

  • Authentic Storytelling: A well-defined brand DNA provides authentic storytelling material, enabling you to connect with your audience on a personal and emotional level, leading to greater engagement.

  • Enhanced Brand Loyalty: When customers resonate with your brand's values and purpose, they are more likely to become loyal advocates, driving word-of-mouth marketing and long-term success.

  • Effective Marketing Budget Allocation: Aligning with your brand DNA ensures that marketing efforts are directed toward strategies and channels that resonate most with your audience, optimizing your budget.

  • Adaptation and Growth: In a dynamic market, a strong brand DNA serves as a stable anchor for your business, allowing you to adapt to changing circumstances while maintaining brand consistency.

  • Long-Term Sustainability: By investing in brand alignment, business owners create a sustainable foundation for their enterprises, setting the stage for enduring success and growth in their markets.

  • Become the WorkPlace of CHOICE!: Clarifying your brand's DNA provides the differentiation that enables you to focus on how to attract prospective new hires who resonate with your brand values & distinctions.

    Schedule your brand dna discovery call

BECAUSE YOUR BRAND IS YOUR BUSINESS.TM
STOP MARKETING, for now, START BRANDING.
What Clients are Saying...
Check out the many podcasts Suzanne has been interviewed on!