We Believe Blending in
is a Sales Killer

B2B does not mean Boring to Boring!

icon - Brand Strategy

Who We Are

We’re brand advisors, strategists, designers, and writers who have been in the industry for over two decades, and we are tired of seeing fantastic firms in the commercial building trades struggle, blend in, and waste money on marketing tactics that fall flat. We believe if your website sucks, you are losing money. If you don't look as credible and impressive on the outside as you are on the inside, you are losing money. If your sales team doesn't have the sales tools and marketing support they need, you got it; you're losing money. 

We help business owners with our strategy-first approach and get their brand and website dialed in to get them noticed and hired. 

What Does Branding & Beyond Do

What We Do


We help companies that are amazing at what they do but not so fantastic at developing and managing their brand. Our main job is to find out why clients give you repeat and referral business, take those insights, and wrap them in words and visuals so prospects can see and feel your firm was built to solve their problems. We believe in strategy first and build only what you need to meet your goals. No cookie-cutter BS here.

We aim to solve real business problems in messaging, positioning, online presence, and marketing... not just make pretty websites.

Brand positioning

Why We Do It

We believe that businesses that do damned good work deserve to have a brand that fits their level of expertise. They should never be embarrassed or undermined by their website. We love the trades. We love people who create and build things that help others build things. We want you all to thrive, and we can help remove the trip hazards in your way. 

Your team should feel supported by your brand. Not hamstrung by outdated or confusing materials. We have a proven process to find the kick-ass brand that lives within your business.

“Having consistent repeat and referral business IS evidence you have something worth branding”

— Tracy O’Shaughnessy

Are you a business owner who wants:

  • To no longer be embarrassed by your website
  • Get the “website redesign” off your todo list
  • Get a website that generates leads
  • Finally show up in Google searches
  • Provide your sales team with the tools that don’t suck
  • Clearly be able to talk about what you do
  • Go beyond existing customers and attract new prospects
  • Finally LOOK like the creadible bad-ass company you really are!
Tracy O'Shaughnessy - Brand Strategist

Tracy O’Shaughnessy Founder / Lead Brand Strategist at Branding & Beyond

I help business owners provide their teams with the tools they need to win by aligning the business goals and brand strategy to create a plan before jumping into tactics.

I believe firms that do great work deserve a robust and trustworthy brand with a distinct visual identity, messaging that differentiates and positions them, and a credibility-boosting website that gets them noticed and hired.

Every CEO should provide their sales team with a strategy and sales tools that don’t suck. Salespeople are out there busting their asses trying to bring in business only to have their credibility undermined by the website or poor quality and outdated materials (sales cycle trip hazards).

I get it. You’re busy.

My team and I love discovering what makes you relevant and valuable to your audience. What keeps clients coming back and willing to refer you to others? We take a strategy-first approach to everything.

Honestly, aligning your brand this way is hard to accomplish from the inside. We have a very collaborative process to find your brand essence, define it, and make it look great; all you have to do is be willing to start, commit to showing up, and be open to change.

But I digress; back to my bio.

I’ve been in the industry since the early ’90s, rebranding and positioning hundreds of companies. What motivates me is that I’m sick and tired of seeing great companies, specifically in the commercial building trades, treated like commodities and competing on price because they don’t look and sound as credible as they are. So many firms are outstanding on the inside but look outdated, bland, or like everyone else on the outside. Some look like they might not still be in business! I built this company to fix this problem, and I love the commercial building trades and want to support all of you who work within it.

If you’ve been around a while and have repeat and referral business, rest assured, there is something worth branding. Let me help you figure this out and say no to generic websites that say nothing meaninful.  

You can find me on Linkedin, and at (512) 670-7770.

As Seen In

Our Core Values

icon - strategy first

Strategy First

No more random acts of marketing that aren’t tied to business goals. Let’s figure out what you need and build THAT.

icon - lead with empathy

Lead with Empathy

We’ve been where you are, but we are still going to call you on your shit. Full of compassion, yet blunt.

icon - align your goals

Align What Matters

Put your best foot forward by being clear, consistent, and looking credible online and off.

icon You have to give-a-damn

of Give-a-Damn

Not sometimes, always.

icon align your team

Infuse Everything with Clarity

No more jargon-filled crap.

icon - arrows up


No more set it and forget it.

If your message is confusing, you’re losing business.
If your website sucks, you’re losing business.

It’s that simple.


This is Your Structure for Success

Sales and marketing are where most spend a lot of time and money. The problems found here are usually symptoms of issues and weakness in the layers below. Trying a new marketing tactic is not going to help. If your messaging is unclear and your website sucks, spending more money on marketing tactics is a waste.

Your website is often the only thing a prospect sees before deciding to contact you or not. It also plays a critical role in supporting your sales and marketing efforts by validating your position in the market.

Your brand is the foundation that supports everything you do, from sales to recruiting and retention. This is where you engineer the return on your investment in the sales and marketing layer. The importance of this foundation structure is often overlooked. View the full Brand Realignment Map here.

  1. Build it strong.
  2. Build it sustainably.
  3. Make it clear & compelling.
  4. Update it as you grow & evolve.
  5. Don't set it and forget it ever again.