ABOUT | Sarah Daily, the Person

Who is Sarah Daily?

I’m still figuring that out, TBH.

But, here are three things that people often find interesting:
1. I’m originally from Buffalo, NY. Yes, it snows a lot there.
2. My undergraduate degree is in music. I think it helps me a lot more in what I do than a marketing degree ever could.
3. I once owned an operated a hot dog cart. A custom one. It was all black and had a grill (none of those disgusting steamed dogs for this girl!). My health inspection was perfect. My profitability wasn’t.

What does she do?

I help brands figure out what to say, and how.

I’ve been in the world of branding for 13 years (with two years off toward the beginning of that to earn my Master’s at VCU Brandcenter in copywriting), starting as the Marketing Manager for some fancy magazines in Florida. Since then, I’ve spent time in both full-time jobs at Redscout, Prophet, and VSA Partners; and have consulted and freelanced for many others e.g. Google, IBM, Adidas, Sid Lee, BCG Digital, Sylvain Labs, and Collins.

These days you can usually find me playing Creative and/or Strategy Director for interesting projects in tech, design, and enterprise branding.

How does she do it?

I help make “boring” stuff more interesting and complex stuff easier to grasp.

I work with companies of all sizes and categories to help them define their verbal identities (i.e. naming, naming strategy, and brand personalities), their brand verbiage (i.e. mission/vision/purpose, brand essence, brand and taglines, lexicon, and new category naming), and brand messaging (i.e. brand concepts and messaging platforms).

Why does it matter?

I’m pumped about the power and efficiency of words. And never in the history of humankind have we ever had so many opportunities to use them.

A long time ago, “branding” meant designing a logo. Picking some colors. Maybe a typeface or two. But today, visual elements are just one piece of the process.

Now, brand shops help our clients design every facet of the brand experience, from visual to verbal to sonic to olfactory. We design the way a brand moves, speaks, interacts, grows, and evolves.