By: Sean Richardson
“Brand is not your logo. It’s the identity behind everything you do.”
That’s how Jamie Schwartzman—founder and Chief Creative Strategist of Flux Branding—opened his conversation on The D2Z Podcast with Brandon Amoroso.
Jamie has worked in branding for more than 25 years. He’s helped companies navigate major changes and stand out in crowded markets. Over time, he’s noticed a common pitfall: too many companies overlook branding until it’s already a challenge.
“Companies often invest heavily in sales and not enough in their brands.”
When that happens, sales teams may waste time chasing the wrong leads. The business can struggle to communicate clearly. Trust can break down.
Branding Starts with Identity, Not Design
Jamie didn’t start in branding. He began as a product designer. That background helped shape his IDEA Method—a four-step process that guides companies to understand who they are and how to tell their story. He explained that a strong product often isn’t enough without meaning behind it. That’s what led him to build Flux Branding after selling his first business.
“The product alone wasn’t enough. There had to be a story behind it, there had to be a brand behind it.”
His team doesn’t create manufactured brand stories. They help companies find what’s real. Then they build from that foundation. “We work with our clients to help them figure out who they are, what’s unique about what they’re doing, and then help reveal that to the world,” said Jamie.
Brand Mistakes Often Come from Rushing
In Jamie’s view, early-stage companies should focus on sales first. But over time, branding becomes increasingly important. Without it, marketing teams might attract the wrong audience. And that can create more work for sales. Branding can help attract better-fit customers from the start.
For mature companies, branding often plays a bigger role. Jamie sees it as one of the keys to standing out, especially when products or services appear similar on paper.
“If we’re going into a competitive market… brand can be a great way to elevate perception and cultivate a loyal fan base.”
AI Is Changing the Work, Not the Strategy
One part of the podcast focused on how technology is reshaping creative work. Jamie shared how he uses AI in his process—but not the way people might assume.
“AI is not something you press a button and it gives you an answer. What AI can do is help us synthesize a lot of content and distill it.”
At Flux Branding, AI helps analyze interviews, research, and long-form insights. When working with an insurance services firm in Boca Raton, Jamie used AI to turn 14 interviews into a 60-page report. He weighed each executive’s input based on their role. The result provided clarity for the company’s next steps.
This process saves time. But it also enhances understanding. It lets his team focus more on strategy, reducing admin work.
“Learning to be a great prompter could become highly valued.”
Authenticity Beats Engineering Every Time
Jamie cautioned against building brands based on what a company assumes people want.
“The big mistake that some companies make is attempting to engineer a brand that they think people will like.”
He compared personal identity to brand identity. People tend to thrive when they are true to themselves. The same often applies to companies.
“I am the best when I’m true to myself, without trying to be anyone else.” That kind of authenticity has led to meaningful outcomes. Jamie played a key role in helping a company achieve significant growth through strategic efforts
Smaller Teams, Stronger Focus
The pandemic changed how Flux Branding works. Jamie used to run a full studio in Los Angeles. Now, the team is fully virtual. Instead of a large in-house team, he works with a lean core group and collaborates with freelance experts. This setup helps keep overhead low and flexibility high.
But even with remote work, connection is key.
“Even though we’re remote… we meet three times a week. There’s still value in having that dialogue and communicating.”
Final Takeaway: Branding Builds Stronger Business
Jamie suggests branding can help companies get better leads, close more deals, and stay true to who they are.
“Branding is about getting qualified prospects in,” he said. “It can make it easier for sales to focus on leads that are more likely to close.”
For business leaders going through change—whether it’s M&A, a new launch, or growth into new markets—Jamie offers a clear message:
Branding is not just an option. It’s the foundation for everything that follows.
Published by Joseph T.
