You’re Doing Branding WRONG Here’s How to Do it Right (with Ashlee Sang): Episode 324

In this episode, I'm interviewing Ashlee Sang! Ashlee is based in Central Illinois, with a background in anthropology and a penchant for travel. Through Ashlee Sang Consulting, she uses the power of words to help purpose-driven founders discover and share their message so they can grow their impact and their business. Before doing brand messaging strategy and consulting, she worked with a variety of nonprofit organizations, including a human rights education NGO in Senegal and a local branch of Habitat for Humanity. Ashlee is passionate about small, personal changes anyone can make to improve the environment and other people’s lives. She’s a fan of one-liners, happy surprises, and taking walks in the sunshine. Learn more at

*This post may contain affiliate links, which means I may receive a small commission, at no cost to you, if you make a purchase through a link on this blog. I would never recommend a product I don’t use or love myself!


  • Ashlee says the visuals and words you use are only one piece of the branding puzzle. Of course you want fonts and colors to be recognizable to your business, but she takes it a step further and says that what can really inform the visual branding are the words you use, the messages you share, and the values you’re standing for!
  • Ashlee says the values you stand for are what make you stand out! It allows you to attract the people who fit with your business and repel the people that don’t. It’s how you become known for something and truly stand out. Brand messaging is fundamental for all your marketing and operations.
  • How can you start creating this value based branding? Ashlee says it’s a process and evolution. The values are what will anchor you. Ask yourself:
    • What do you want to be known for?
    • How do you want to make people feel?
    • What do you want to be associated with?
  • What sets your business apart is your voice, values, the community you build, and what you stand for. Remember how important your voice is.
  • Ashlee says the best thing you can do to stand out is make your values known. Through your voice, email marketing, social captions, etc., you can show your values and let your audience know what you stand for.


  • (1:40) A little more about Ashlee.
  • (3:22) What non profit Ashlee worked with in Senegal.
  • (4:30) What is value based branding?
  • (6:18) How to start creating this value based branding.
  • (8:13) How does knowing your core values set you apart?
  • (9:30) Example of using your voice to share your values.
  • (10:46) Attracting and repelling based on your values.
  • (11:50) The power of repelling people who aren’t in line with your values.
  • (14:39) Who’s doing value based branding really well?
  • (15:58) How Ashlee is using her business to make an impact?
  • (17:39) What’s 1 thing to take action on today?
  • (19:45) One of Ashlee’s favorite books.
  • (21:01) Where to connect with Ashlee.


“The values you stand for are what make you stand out!”

“If you take a stand in any way, you’re going to be attracting some people and repelling others.”

“A lot of times we have a fear of losing out if we take that stand.”

“You don’t want to force yourself into a box to be able to serve everyone.”

“We want that transparency.”


Connect with Ashlee Sang:

Instagram: @AshleeSangConsulting

LinkedIn: Ashlee Sang

5 Day Mini Intensive: Live Out Your Brand Values 

Book Recommendations:

Taking Charge of Your Fertility by Toni Weschler

All About Love by Bell Hooks

You\'re Doing Branding WRONG Here\'s How to Do it Right (with Ashlee Sang): Episode 324

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Hey! I’m Rachel. I’m a former Big Ten volleyball player turned entrepreneur and professional cheese taster (kidding–but that would be a sweet job).

I’m a Pinterest strategist for female entrepreneurs who are sick of struggling on Facebook & Instagram and want to automate their traffic and get more leads on autopilot. I’ve used Pinterest to increase my blog traffic by 34,000/month…for free!

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