Why Most 'Authentic' Marketing is a Lie w/ Jaime Schwarz

What if your brand isn’t just an extension of you—but its own living, breathing identity with a soul, a mission, and its own voice?

In this episode of Rebel CEO, I (Breeanna Kay, aka Bree) sit down with Jaime Schwarz—founder of Brand Therapy and an OG in brand strategy, Web3, and human-centered innovation. Jaime isn’t just talking about brand identity. He’s redefining it—and helping entrepreneurs understand why the most magnetic brands are the ones that act authentically, not just talk about it.

From filing the world’s first NFT patent in 2017 to creating brands with serious emotional depth, Jaime brings psychology and storytelling into the branding space in a way that’s both visionary and grounded in action.

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We talk about:

• How to separate your personal identity from your brand identity (and why that’s actually freeing)

• Why “Brand Therapy” is the new gold standard for building a sustainable, soul-aligned brand

• What it looks like to do your brand story—not just tell it

• Using conversational AI to maintain a consistent and aligned brand voice

• Why authentic branding is less about messaging and more about integrity

Whether you’re in a brand evolution, scaling your business, or trying to find your voice as a female entrepreneur—this convo is packed with gold for building a business that’s both innovative and deeply aligned.

Key Takeaways

• Your brand is not you—and that’s powerful. It allows for scalability, clarity, and authentic brand development.

• Authenticity = aligned action. If your marketing says one thing, but your actions say another, your brand loses trust.

• Brand Therapy blends psychology and strategy, helping you get to the root of what your business really stands for.

• AI as your brand ally: New tools are emerging that can help maintain brand voice and consistency—without losing your unique magic.

• Trust is built through consistency—in energy, communication, and purpose-driven action.

Notable Quotes

• "Your brand is not you. And that is actually, in some ways, the best news ever."
• "We were able to do not just storytelling but story-doing..."
• "It’s not about how similar we are; it’s how well we communicate, and that’s what binds us."
• "When your brand starts to dictate its identity, you’re building trust with authenticity."
• "The why in your business is crucial for aligning your actions and maintaining authenticity."

Resources Mentioned:

• Connect with Jaime on LinkedIn: Jaime Schwarz

• Explore Brand Therapy's Website: brandtherapy.coach

• Book Rec: Sand Talk – A fresh lens through Indigenous wisdom

WORK WITH BREEANNA KAY: breeannakay.com/rebelceo Follow Breeanna on Instagram or TikTok → @rebel.ceo.podcast REBEL CEO PODCAST SHOWNOTES: breeannakay.com/authentic-brand-strategy