Interview with Giulia Iannucci of KnowThyBrand

What’s your story ?

Our journey started in 2014 when KnowThyBrand was first established as a traditional branding and digital marketing consultancy. Since then, we have grown into a well-established and successful business and our clients span from mum-ran startups to Fortune 500 businesses. However, during these past 7 years, Giulia Iannucci’s (its founder) contributions to women led business and other pro-bono projects triggered the realization that KnowThyBrand had a concrete opportunity to become a women-focused catalyst for positive change by leveraging strategic branding and winning communication strategies. That’s why, we chose to become officially a social enterprise and reinvest 100% of our profit into our social mission.

What is KnowThyBrand about ?

Our goal is to provide effective branding to empower women to start their business, grow their career or get back into business with a clear vision and direction. Our different programs have been expertly designed to assist with the success of our members’ business and career, whether they are writing their business plan, are considering a promotion or want to grow their existing business. We are committed to enabling women to build sustainable businesses and career paths through strategic branding and effective communication solutions :

1. Positioning : Develop a compelling brand that connects with the audience on an emotional level
2. Branding : Build an expression of the brand that sticks and resonates with the intended audience
3. Connecting : Strategies communications to achieve growth

To whom is this solution dedicated ?

We don’t have clients but members, because we believe in creating a community where we all support each other. Our audience targets individuals and corporations as well.

We support women either in the phase of business idea by providing them access to branding expertise and resources to create compelling business plans that are necessary to attract the interest of investors and loan providers, or women having launched a business (freelancers, founders of startups or Small and Medium Enterprises). We offer adapted services (brand building strategies, brand design etc.) for startups with a limited budget or for well-established entrepreneurs who are now ready to take their business to the next level but might lack the internal branding and marketing capabilities (rebranding/re-positioning strategies, to internal and external brand alignment and employer branding, etc.).
Our second type of clients are the corporations. We can either supply marketing and branding solutions, particularly focused on female leadership, or partnering with their CSR programmer. The support of corporations is critical because they help us provide funding to support women who couldn’t otherwise have access to our professional branding and marketing services (this is because, once again, 100% of profit we make is reinvested in helping women).

In which phase of development are you ?

With the incredible support of Ministry of Labour, Employment and the Social and Solidarity Economy, we have created the basis and the structure of our enterprise. We have defined our vision and the strategy and have already our first clients. What we now need is the support of large corporations to help us support more women, the network to spread the voice and the other Luxembourg based institutions (governmental and not) to vouch for us those social enterprises exist and can change the world.

What are the 3 things you are proud of ?

Alessandro, Giorgio and Francesco. My boys, my inspiration, the motivation to keep going and never give up.

Giulia Iannucci was supported by the program Impuls organized by nyuko. Accompanying people through their entrepreneurial journey creating positive impact on society is the purpose of this program. If this article inspired you, do not hesitate to contact nyuko !