For years, Dr. Rashae Barnes has been the person shaping brands without stepping into the spotlight. Her work has lived in strategy sessions, early decisions, and long-term plans that determined whether a brand would grow or stall. That experience now informs what she calls a “Brand” New Era, one that reflects how branding has changed and how she has changed with it.
In this chapter, Barnes is focused on purpose, clarity, and helping businesses understand who they are before deciding how they want to be seen. As brands look toward what comes next, her work centers on building foundations that last rather than chasing short-term attention.
You’ve been the strategic mind behind many brands for over a decade. How has that experience shaped the way you now approach branding in this new era?
Over the last decade, I’ve learned that branding is less about trends and more about truth. Being behind the scenes taught me how decisions made early can either strengthen or limit a brand long-term. In this new era, I approach branding with a sharper lens—focusing on clarity, sustainability, and alignment. Experience has shown me that when a brand is built on purpose instead of popularity, it lasts.
You describe this moment as a “Brand” New Era. What does that mean to you, and why is now the right time for this shift?
A “Brand” New Era represents evolution—for me and for the industry. Branding is no longer just about looking good; it’s about standing firm in who you are. Now is the right time because businesses are craving authenticity and strategy, not surface-level solutions. This shift allows me to show up more intentionally and help brands define what’s next instead of chasing what’s now.
As we look ahead to 2026, what excites you most about what’s next for you professionally and creatively?
What excites me most is impact. In 2026, I’m excited to work more closely with brands that are still in their formative stages but have big visions. Creatively, I’m energized by helping businesses build strong foundations and watching them grow with confidence. Professionally, this is a season of purpose-driven work.
You’re known for working with established brands, but you’re now focusing more on smaller businesses. What inspired this intentional pivot?
I realized that smaller businesses often need branding strategy the most but have the least access to it. I wanted to close that gap. Supporting emerging brands allows me to influence growth at the root level. This pivot is about meeting brands where they are and giving them the tools to grow correctly from the beginning.
Why do you believe small and emerging brands have the potential to make some of the greatest impact when properly branded?
Small brands are agile, personal, and deeply connected to their communities. When they’re properly branded, their impact is immediate and meaningful. They don’t just sell products or services—they solve real problems. With the right strategy, these brands can compete at high levels while remaining authentic.
What are the most common branding mistakes you see small businesses make, and how do you help them course-correct?
One of the biggest mistakes is focusing on aesthetics before strategy. A logo without clarity won’t carry a brand far. I help businesses course-correct by going back to the basics—identity, messaging, audience, and purpose. Once those are clear, everything else aligns naturally.
Being “the brain behind the brand” often means working behind the scenes. How do you balance visibility with influence in your work?
I’ve always valued influence over visibility. Being behind the scenes allowed me to sharpen my craft without distraction. Now, I’m stepping into visibility in a way that aligns with my purpose. It’s not about being seen—it’s about being effective and intentional with my voice.
How has branding changed over the last decade, and what do businesses need to understand to stay relevant moving forward?
Branding has shifted from polished perfection to meaningful connection. Consumers want brands they can trust and relate to. To stay relevant, businesses must understand their audience deeply and communicate with authenticity. Branding is no longer optional—it’s foundational.
What does success look like for the brands you plan to support in 2026 and beyond?
Success looks like clarity, confidence, and consistency. I want the brands I support to know who they are, communicate effectively, and grow sustainably. It’s not just about revenue—it’s about longevity and impact.
For entrepreneurs and business owners trying to define what’s next for their brand, what advice would you give them right now?
Slow down and get clear. Before you expand, make sure your foundation is solid. Invest in strategy, not just visibility. When you define who you are and why you exist, what’s next becomes much easier to navigate.
Be’n Original
