Brand Explorer

I also wear a branding hat, like the one's archaeologists wear in the desert excavating ruins. As a Brand Explorer, I excavate until we uncover your core promise to the world.

Cutting through the clutter to your essence creates clarity. There is an energy that can be harnessed when you get your ‘why’. And from there, new possibilities open up, whether you’re a business, non-profit, start-up, or one person out to change the world.

I seek to connect people, organizations, or companies with their innermost purpose and their brand promise to the world.

Your brand is your identity. It begins with you putting a  stake in the ground  in the ground and declaring  "this is who we are, this is what we do, and this is why it matters."

A brand is not a logo. It is not a vision or a mission statement.  Your brand is your core promise to the world. It begs you to be different, relevant and simple. You must deliver on your brand, your core promise, through everything you say (and don't say), write, present, put online, put on a wall, and do--every day.

That deep connection provides a firm foundation from which to express yourself powerfully, energize yourself and/or your team,  differentiate yourself from others, and have impact.  Focusing on the brand first provides a clarity from which strategic communications can flow much more easily. Adhering to your brand also allows decisionmaking to be tactical and responsive to changing environments.  This approach also ensures that there is a consistency of voice across all communication platforms which will contribute to and reinforce the brand, and your impact.

If we work together I can help you reach the most succinct and cogent expression of who you are and how you wish to have impact in the world.


"Yassir worked with our board to help develop our brand. He led us through a workshop and asked us the right questions to uncover a lot of hidden ideas and commitments that we didn't see. It was like discovering your blind spot and once you do, you are left in action. The brand framework we created together helped us to get very clear on a vision for the museum that was aligned with our values. We are attracting diverse visitors from across the country and our clear message has garnered high visibility in the media. We highly recommend working with Yassir, it will transform your business or organization."
-Bshara Nassar (Founder) and Nizar Farsakh (Board Chair) Museum of the Palestinian People

"As a small business entrepreneur, I have many ideas floating around in my head. I always found it challenging to capture all the noise and thoughts in my mind on paper. What Yassir helped me do, beautifully, was to clarify and connect the key elements of my brand that were scattered around like beads and join them into a necklace so I could build an identity for my business based on my values.  As I expand and diversify my offerings, the framework he offered will guide me in staying true to my vision."
-Rupen Rao, Indian chef, cookbook author, and creator of a line of ready-to-eat foods.