Linda Bracanovich is flipping the switch on branding

SHACK15 member Linda Bracanovich facilitates growth through stellar brand work. Backed by years of working with and for top brands, brand consultancies, design, digital, innovation, and advertising firms, her goal is always to unlock potential inherent within a brand product, organization, or people. Linda now works with collaborators under her own brand, Beautiful Wonderful, to craft brands that ignite the right spark. She also has a strong passion for helping women define and establish their own authentic personal brand, whether they be entrepreneurs, or trailblazers within large corporations. She spoke with the SHACK15 Journal about her passions.

SHACK15: Can you tell us about your background.

Linda Bracanovich: I got my start in the wonderful, bizarre, and ever-changing world of advertising, having cut my teeth during the tail-end days of MadMen-esque NYC, working both at ad agencies and for major mqedia publications (tap me for stories on my adventures with The New Yorker, Vogue, and Interview magazines).

Following a few delightful detours (like painting, as in fine art…. not houses) and living abroad (Spain and The Netherlands) I settled in San Francisco. After a brief stint in technology at Microsoft, I came back to advertising, and more specifically, embraced branding. Having spent years formulating strategic imperatives to guide brand creation, I’ve had the privilege of working with many household brands, multinational companies, and nonprofits, including Southwest Airlines, Blue Cross Blue Shield, Caesars Entertainment, Constellation Brands, The Book of Joy (Desmond Tutu & The Dalai Lama), along with numerous startups. My agency experience includes a roster of top-tier branding and ad agencies, such as Siegel+Gale, Wolff Olins, Dentsu, and FCB.

SHACK15: What got you to focus on brand, and what are you currently working on that excites you?

Bracanovich: Having always loved the symmetry and beauty of design, the dynamism of business, and the underlying motivations of people, brand is a natural space for me to be in. I see brand as the cornerstone for alignment and strategic expression, existing and future, for any individual, business, or organization. Digging into the perspectives, values, and strengths of a person (for personal branding) or organization allows for a never-ending treasure trove of reveals. Which to adhere to, and how best to exemplify these salient truths takes a combination of science and art - and it’s a challenge I relish.

I’m very excited about a soon-to-be launched brand with a massively well-known, 100-year-old San Francisco institution (hush-hush until naming clears). The focus for this project was on creating distinction and engagement with a newly developed program which promises to enrich the hearts and minds of the Bay Area, essentially establishing a sub-brand for this cultural icon. What an honor it was to work on this!

SHACK15: What led you to found BeautifulWonderful, and what makes it different from your previous roles?

Bracanovich: BeautifulWonderful offers 2 key things: 1) personal branding focused primarily on women, 2) branding and brand/marketing-advising for high-growth, mission-inspired companies.

Throughout my career I’ve had a penchant for supporting women. Although we are moving toward equality and inclusion, we are still far from it. To balance the scales, I want to facilitate giving voice to women in business so they may better assert their presence. To accomplish this, I created a proprietary approach that leads women on a journey of self-discovery. It culminates with an articulation of their own unique brand framework, and manifesto, or “positioning statement”. Shining a light on their strengths and differentiation is not only necessary for distinction, but also supremely empowering. I’ve noticed that women seem to have a hard time owning their badassery. I help them get there.

As for branding organizations, I wanted to flip the switch. Often, a brand agency provides a list of capabilities, and aims to convince clients why they are “the best” fit for the project at hand. Instead, I tailor a team of experts that are in direct accordance with the needs and budget of the company requiring the brand work. The practitioners delivering the work may include my own expertise, or a team I curate with the precise experience and skill set that provides a perfect fit match. This may include proprietary research for key insights, brand strategy and storytelling, brand design, or a branded digital presence/website. I ensure the approach is in complete service of the company—not the agency. As a result, cost, time, and scope are streamlined, and efficiencies are realized from inception to completion.

SHACK15: What are three brands you feel hit the mark, and why?

Bracanovich: Virgin Atlantic. Simply put, their foundational brand elements, inclusive of irreverent cheekiness, modern/progressiveness, fun/entertaining, high-touch comfort, do-goodness, and a sense of chicness, are consistently experienced at every branded touchpoint throughout their customer journey. And I love them for this.

Trader Joe’s - Everyone who has spent any time at Trader Joe’s knows what to expect: a folksy, casual style, a down-home atmosphere, relentless happy-ness from staff, and exceptional value. This company lives their brand values, and it permeates through every store to create a definable “Trader Joe’s experience”. Like them or not (and who doesn’t like TJ’s friendliness?) their brand is conveyed clearly and consistently.

Negative Underwear - this fast-growing startup supports more than just “the sisters”! Negative products remain 100% reflective of their brand, exemplifying quality, comfort, style, intelligent design, all wrapped up with a touch of sass.

SHACK15: Where can folks find you if they want to talk all-things-brand?

Bracanovich: I can easily be reached at linda@beautifulwonderful.com and on LinkedIn. Click here for the BeautifulWonderful website.