About Brian Lewis
With a career traversing the public, private and nonprofit sectors as a leader, lobbyist, consultant and volunteer at the local, state, national and international levels, Brian has built an exceptional body of work that offers a unique lens into your organization.
From nonprofit CEO and board member to elected school board trustee and keynote speaker, his view is broad, deep and insightful.
“He’s been told he was too entrepreneurial and innovative for nonprofits, and too mission-driven and passionate for for-profits” says Marialane Schultz, CEO of Innovative Outcomes Consulting, Inc. “But it turns out he carved his own path and has served organizations exceptionally well along the way by deploying best practices, steering organizations toward sustained relevance, and exhibiting bold leadership that separates him from the pack.”
Brian didn’t set out to be the guy organizations turn to for guidance in refining their strategies, but his body of work came to speak for itself, and he kept being recruited to lead efforts to lift one organization after another.
“It’s not just his rare talent for being able to go into an organization, collaborate transparently and develop an accurate picture of the challenges and opportunities,” says Kevin Gordon, president and partner at Capitol Advisors Group. “It’s his courage to take the high road, make the tough decisions, and actually move organizations forward.”
The throughline in his work started as a question and became the foundational guide to his approach to organizational impact. Before “branding” became known to - much less embraced by - nonprofits, Brian wondered whether something was missing in the work of the marketing communications team he was then leading at a statewide nonprofit. He sought the guidance of executive brand strategists at global high-tech companies in Silicon Valley, who were the brand innovators of the time. He participated in rare learning opportunities whenever he could, and he began to see that brand identity is far more than we assumed, especially back then.
From guiding small, medium and large nonprofits through this work, to leading for-profit efforts, including a $4.6M rebranding of a private, regional telecommunications company, Brian has worked with and learned from leaders across the country in the brand strategy realm. And he soaked it all in along the way.
Fast forward to today, branding work and those who do it are abundant. But there’s still a gap, according to Brian. “Even today there are times when organizations are led to believe that developing a new logo is the equivalent of establishing a new brand,” he says. “That approach is absent strategy. A logo isn’t a brand. And whether you’re selling widgets or public policy, it’s not enough.”
It's Brian’s firm belief that an organization’s reason for existing, its cause, should be the driving force behind everything the organization does. “That cause doesn’t just drive brand identity and logos,” he says, “it’s why you exist and should inform everything you do. It should drive every decision you make. And if it does, it will simplify, focus and make more efficient everything you do.”
The sum total of his work is best reflected in Core Intent’s Integrated Brand Identity™ approach. Core Intent collaborates closely with organizations to craft a strategic brand position that is grounded in and permeates every aspect of their operation, ensuring lasting relevance and impact both today and in the future. By integrating this strategic brand position seamlessly across organizations’ strategies, initiatives and endeavors, they are empowered to not only stand out in the present but also to thrive and evolve in the ever-changing landscape of tomorrow.
An articulate communicator, Brian also is an inspiring keynote speaker with international presentation experience. Brian has delivered keynote addresses across the United States and around the globe, including Doha, Dubai, Hong Kong, Jakarta, Manila, and Mexico City.
