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Building Brands That Change The Conversation RUSSO is a Strategic Branding Agency– and as a branding agency, we are believers.
Here we believe in the promise behind the brand, and that by changing the conversation we can inspire and motivate consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their target audience. We accomplish this by changing the conversation to better position our clients within the marketplace, regardless of industry, size, or location. Launched in 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo, brandRUSSO has grown to include a diversified client roster including experience with a wide variety of industries from coast to coast. Our branding process, Razor Branding™, permeates all levels of marketing, advertising, digital and social media giving us a unique advantage in first identifying our client’s target audience, then developing messaging, strategies, and creative that builds awareness, loyalty, and advocacy.
It took seven years for customers to stop asking if Altabank had been acquired by an out-of-state bank. That's the real cost of a rebrand nobody talks about.
Stan Sorensen, CMO at Altabank, joins Jaci and Michael on the latest episode of He Said, She Said: Razor Branding™ to break down what it actually takes to unify five community bank names into one — and hold the trust of the communities that mourned the ones you retired.
He gets into the sweet spot community banks occupy between the mega banks and the micro banks, how a team of five runs statewide marketing by knowing exactly where their lane ends, and why a new creative director unlocked a campaign idea they'd been sitting on for three years.
This is a smart, honest conversation about brand evolution, outside perspective, and making the ROI case when some of your most important results can't be put in a spreadsheet.
Listen now at https://brandrusso.com/one-name-five-banks or wherever you get your podcasts.
09/24/2026
Happy Birthday to Morgan Bernard, our Brand Planner.
Every brand has a lot going on. Ideas, opinions, research, goals, competitors, customer feedback, and at least a few “we’ve always done it this way” conversations.
Morgan has a way of sorting through all of it and finding what actually matters.
She connects the dots, spots the opportunities, and helps turn a lot of information into a strategy people can actually use. Which is exactly the kind of person you want in the room when things get complicated.
Today, we’re putting the planning aside and celebrating Morgan. Help us wish her a very happy birthday!
You can spend all day telling people who your brand is.
Trusted. Experienced. Different. Customer-focused. Sounds great.
But your brand isn't really defined by what you say about yourself. It's defined by what customers say when you're not there to explain it.
Do they know what makes you different? Can they explain why they chose you? Would they recommend you without being asked?
That's your real brand.
Because you can control your messaging. You can shape the experience. But ultimately, your reputation lives in other people's conversations.
Give them something worth talking about → brandrusso.com
09/22/2026
Every company says it’s trustworthy. Your customers are looking for a reason to believe it.
Trust isn’t built by adding “trusted partner” to your website. It’s built through proof, consistency, expertise, and an experience that actually matches what your marketing promised.
The strongest brands don’t have to keep telling people they can be trusted. They give people enough evidence to reach that conclusion on their own.
Click below to read more.
Why Should Someone Trust You? Every brand wants customers to trust it, but trust isn't something you can simply claim. How can you turn brand promises into credibility?
09/22/2026
American Business Women’s Day is about recognizing the women who lead, build, create, and make things happen.
At brandRUSSO, we don’t have to look far for an example.
As Co-Founder and CEO, Jaci Russo has spent more than two decades building BrandRUSSO, challenging businesses to think differently about their brands, and proving that strong leadership isn’t about having all the answers. It’s about asking the right questions and having the confidence to act on them.
Today, we’re celebrating Jaci and all the women who bring their ideas, experience, and perspective to the table every day.
Here’s to the women who mean business.
12,000 applicants. One role. And the person who got the interview didn't get it from the job board.
Elda Macias joins Jaci and Michael on He Said, She Said: Razor Branding™ to get honest about what senior-level job searching actually looks like right now — and what most marketers are getting wrong.
She got a rejection email on Thursday. Got a call from the VP of Talent on Friday. Same company. One network introduction made the difference.
Elda breaks down how to make referrals effortless for busy people, why 20 minutes beats 30 every time, and how staying in service mode while you search is the most underrated job-search strategy out there.
If you're a marketer navigating a transition — or you will be — this conversation is the real deal.
Listen now at https://razorbranding.org/land-the-next-job/ or wherever you get your podcasts. Subscribe and share.
09/15/2026
Watching your competitors is smart. Letting them make your marketing decisions for you? Not so much.
A competitor launches a podcast, redesigns their website, or sponsors an event, and suddenly someone is asking why you aren’t doing the same thing. The problem is, you have no idea whether any of it is actually working.
Competitive research should give you context, not instructions. Your strategy should be driven by your customers, your goals, and the position you want your brand to own.
Otherwise, everyone ends up following everyone else, and somehow the whole industry starts looking exactly the same.
Click below to read more.
Your Competitors Shouldn’t Dictate Your Strategy Building strategy based on what your rivals are doing is a bad competitive strategy. Your strategy should come from your brand's strengths.
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116 E Congress Street
Lafayette, LA
70501
Opening Hours
| Monday | 8am - 5pm |
| Tuesday | 8am - 5pm |
| Wednesday | 8am - 5pm |
| Thursday | 8am - 5pm |
| Friday | 8am - 5pm |