Katherine Petrullo
Katherine Petrullo
Branding & Business Consultant
Los Angeles, CA
WHAT DO YOU DO?
“I am an innovative, creative branding expert. ”
I tap into a company's core energy, discovering what the product or service is meant to not only do for the consumer, but also what it is meant to mean. Utilizing proprietary branding techniques and market research, I create a "brand bible" that encompasses the framework of the brand. Using this as a roadmap to success, I then work within each department to develop flawlessly aligned strategy that will demonstrate to the world who a company is and what it stands for.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
Start-ups, start-up and more start-up. After diversifying my resume with experience in all areas of marketing (marketing research, branding, direct marketing, social media and public relations), I committed to working with start-ups to learn how to truly build a brand from the ground up. This experience has taken me around the world, and has taught me how to this holistically about a company and understand what it takes to bring a message to the consumer. It additionally has made me incredibly versatile and taught me how to breath life into an idea.
How do you stand out in your field?
There is no humble way to phrase it, so here it is - I am an expert at what I do. Mapping out a brand and setting a course of direction flows naturally to me, and through various experiences has become a finely tuned machine. I have learned how to drop in, make change, and drive growth while holding the ultimate goal of the brand in high regard. I work with and for company's and truly understand how to give a mission a purpose.
WHAT ARE YOU WORKING ON RIGHT NOW?
I recently embarked on a branding project in the CPG field. The company is set to launch in several weeks, so I entered to revamp branding before the product was created. I provided a complete brand overview and am now working on assisting strategy as needed to prepare for an exceptional launch.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
My style melds creativity with the structure of strategy, I create organized decks that outline each element of the brand, and provide mood boards for visual direction (I only strategies for visual branding, but have worked with directing graphic designers on multiple occasions). Given the proprietary nature of what I do, I cannot share the actual documents; however, decks include a 8 - 10 page pdf encompassing strong brand elements, building a brand, target demographic overview, brand delivery points, core brand architecture and brand story. I love to work with startups and wellness brands, and typically work with companies with a mission to benefit society.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
My expertise lies in branding and high level marketing strategy. These are my ultimate areas of focus and compromise the bulk of what I do.
WHAT IS FRUSTRATING YOU RIGHT NOW?
I am new to L.A. and am working to build a network. The companies I have worked for thus far have been positive experience; however, the struggle is trying to optimize those connections to generate more work.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I would hire someone to do the background research on different marketing trends and demographics. This would allow me to create strategy much faster as it would save hours, if not days, of research on my end.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I would tell my younger self, taking on her first solo branding project one year post grad that you need to put yourself out there! Trust your work, let people know what you are doing and what you can offer. Bet on yourself and it will most definitely pay off.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I would love to understand the psychology behind visiting a website. I have worked with web developers before who have been experts and understanding where people land on pages, what they are looking for, and how long a website typically holds attention. I find that knowledge so fascinating and invaluable to a company.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I am looking for brands who are looking to up-level and need someone to help them find their voice and speak from that place. My ideal client would be a three month retainer with the first month being branding, the second being strategy, and the third month being working together on execution.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I love brands with a strong mission and that are driven by the desire to do good. Along with this, I look for clients who are open and ready to work with their audience to create the best brand for themselves and the consumer. The mix of having a strong vision while being willing to adapt and grow is the ideal blend for creating a strong, successful brand.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Let me know who you are and what drives you…and of course budget and scope.
HOW DO YOU STAY CREATIVE?
Yoga, meditation & mindfullness!
This member profile was originally published in x 2020.