Branding is often treated like decoration. Something you polish after the "real" business decisions are made. But when agencies are navigating growth, mergers, acquisitions, or fundraising, that mindset can quietly erode value.

Today on The Innovative Agency Podcast, Sharon Toerek is joined by Marc Rust, CEO and Founder of Consequently Creative, to challenge that thinking head-on. Marc works with venture-backed and high-growth organizations, and has seen firsthand how intentional branding becomes a strategic asset, not a risk.

In this conversation, he breaks down why branding is far more than color palettes and logos, and how it plays a critical role in financial performance, culture, storytelling, and long-term enterprise value. Mark reveals how agency leaders can reposition branding as a true business driver; one that protects value, accelerates growth, and helps clients (and investors) see the real return behind creative strategy.

What you will learn in this episode:

• Why branding should never be an afterthought, especially during periods of business transformation

• How to communicate the direct link between brand value and a company's financial performance

• How to overcome client fears about creative risk and foster genuine agency-client collaboration

• Strategy for agencies to claim a unique market position and authority through focused elevator pitches

• The hidden business benefits of connecting creative, marketing, and sales teams

• Lessons from recent rebrands that reveal what works and what doesn't

Bio

Marc Rust is a brand strategist, TEDx speaker, and Founder of Consequently Creative—a creative consultancy that helps companies uncover the deeper story behind their brand and bring it to life with clarity and resonance. Marc works with private equity firms and high-growth ventures to shape messaging that doesn't just inform—it transforms.

He's known for helping teams see what they couldn't before: the hidden potential, the overlooked narrative, the emotional truth that makes a brand unforgettable. Fluent in French and fluent in metaphor, Marc blends strategic insight with creative instinct to craft brand experiences that move people and drive growth.

Whether he's guiding a rebrand, refining a founder's story, or distilling a complex vision into a single unforgettable line, Marc brings energy, empathy, and a sharp eye for what matters.

Resources:

• Website: https://consequentlycreative.com/

• Website: https://marcrust.com/

• LinkedIn Personal: https://www.linkedin.com/in/marcr/

• LinkedIn Business: https://www.linkedin.com/company/consequently/

• Instagram: https://www.instagram.com/consequentlycreative/