Want a brand that’s clear, consistent, and true to who you are?

The Monostory Philosophy + Practice.

At Monostory, we believe a brand is more than visuals or messaging; it’s who you are, why you exist, how you make people feel, and what your actions repeatedly affirm.

At the heart of every authentic brand is trust, and trust is built through values that are consistently lived, not just stated. When your values align with your behaviour, strategy, and communication, your brand becomes a true expression of your who, why, how and what.

Yet, fewer than 10% of organisations and leaders integrate their values into daily decisions and communication.* This disconnect, what we call The 10% Problem, weakens trust and creates confusion.

Monostory is a trademarked process that closes this gap.

Through brand workshops, coaching, and consultancy, we help leaders and organisations embed their values into the foundations of their brand, shaping a values-driven purpose, mission, persona, and promise. This deep integration flows through decision-making, team culture, communication, and customer experience, so everything you do reinforces who you truly are.

When your brand is aligned from the inside out, authenticity isn’t just a message - it’s your greatest asset.

* Brené Brown Education and Research Group

Hello,

Sam Valich is a brand developer, strategist and qualitative researcher with over 25 years of experience helping leaders and organisations build brands from the inside out - anchored in values, lived experiences, and culture. Through her work at Monostory, she guides clients to uncover who they truly are so they can lead and communicate with values, clarity and impact.

Sam works with Founders, Artists, Activists, C-Suite Executives, Mid Tier Managers and Emerging Leaders, Non-Profits, Churches, Schools, Movements, Boards and Commercial businesses, helping them weave together the many strands of their story into a cohesive and compelling brand. Her gift lies in integration: aligning the internal and external, strategy and soul, what’s said and what’s lived.

Her approach is grounded in deep listening, creative agility, and the belief that the most trusted brands are those that stay true to themselves. And the data backs her: high-trust companies outperform their competitors by up to 400% in total return to shareholders (Forbes, 2023).

Whether she’s helping a founder clarify their voice or an organisation tell their brand story, Sam helps brands become more human, more trusted, and more impactful.

  • “Sam Valich has been fantastic to work with. She combines three wonderful qualities. Firstly she has the ability to synthesize masses of information in order to understand complexity. Secondly, she can envision a potential future, along with a road map for how to get there. Thirdly, Sam has superb relational skills. She listens and understands people as well as structures. I wholeheartedly recommend her as an ally for any organisation.”

    Greg - BOARD CHAIR

  • I couldn’t recommend Sam more highly! She has been instrumental in helping our organisation define, articulate and craft a brand that encapsulates all components of our organisation including; cultural values, messaging platforms, visual identity, public relations and employee value propositions. To enable this work Sam was required to work across teams, countries, and languages and to continually develop the organisation’s understanding of the role of Brand. She is visionary and creative and has helped me push boundaries and ask questions about our organisation's future and its role in the sector. I am so thankful for her time on my team and for the personal support she has offered.”

    Clare - CEO

  • “It is an understatement - but Sam has been the catalyst that has revolutionised our organisation’s identity and provided clarity of thinking previously missing. Her Monostory process revealed the one story of our brand and then wrapped it in authentic language. It has been such a revelation to the board and to me as CEO of the organisation. But more than all this- Sam is someone who deeply cares about the outcomes, but also the people through the process. I am humbled and so thankful for all Sam has brought and continues to bring to the organisation I serve and my role. Thank you!”

    Nathan - CEO

  • “Sam helped me with a personal brand exercise using her Monostory approach. I was amazed at the output and the Monostory, the telling of my story and values. Sam's approach was unique, clever, and ingenious as she could extract a lot of content to build a simple yet deep story. Working with Sam was easy and fun and her passion for what she does is contagious. I highly recommend Sam if you are interested in building your unique personal brand in a very special way.”

    Alan - SENIOR DIRECTOR 

  • “Sam is unlike any other person I've ever met. Dynamic, entrepreneurial and big thinking only begin to touch on some of the qualities she carries. Sam is a guru on new ideas and conceptual thinking. Her love for keeping one finger firmly on the pulse of culture, society, people and brands always meant she was the go-to source for inspiration and next-practice thinking. I loved working with Sam and would highly recommend her to anyone looking for a brilliant-minded and passionate individual.”

    Caroline - STRATEGIC PLANNER

  • “Sam facilitated our Monostory workshop in May 2024. We gathered 12 people from all over Australia to articulate who we are and what we stand for. Or put another way, what is our story … our unique story. It was both a challenging and enriching two days. At the end of it everyone stopped, looked at our Monostory and said, “Wow. This is us”. The process was amazing. Sam is super skilled. It may be two of the most fruitful days I have had in my 17 years as CEO.”

    Ben - CEO

  • “Sam is an engaged and experienced facilitator who gets the best out of every participant and the group. I’ve been part of many vision and value processes (facilitating them myself with mixed results)… but Sam’s Monostory model and skill is exceptional.”

    Russell - DIRECTOR

  • “Before working with Sam I was frustrated when communicating my brand with designers. As a result, I wasted money, revision after revision. In one session with Sam, she helped me to get crystal clear on how I should communicate my values to everybody from designers to employees. I can honestly say it has saved me money, time and hassle. I would highly recommend small business owners work through this process with Sam.”

    Adrian - SME BUSINESS OWNER

  • “Sam was an absolute pleasure to work with. She is insightful and quick to understand organisational history, limitations and needs to adapt/change. Sam has the exact right balance between collaborative work, strategy, and task-oriented output. She has extensive experience and contacts, and she brings these to bear for the well-being and advancement of her clients and the people they are looking to support. I cannot recommend her highly enough."

    Sheridan - Director

  • “I feel deeply grateful for the gift of having been taken through a Leadership Monostory. Thank you for using your gifts, your formidable gifts. Thank you for so patiently working through my Monostory with me. Your ability to walk with people through "Monostory Therapy" is impressive!!" 

    Ben - CEO

  • “Sam made an invaluable contribution to the strategic and creative development processes across the McCann WorldGroup. One of the reasons why I work is the chance to do stuff with people like Sam. She is a bright light that shines wherever she goes -- full of enthusiasm, interest in others, and a love for what she does. I would fully recommend Sam to anyone who is considering using her services.”

    Richard - STRATEGIC DIRECTOR

  • I had the personal and professional privilege of spending last week with the one and only Sam Valich. She was in Perth to work through her Monostory process with me, and to touch base with our team at AVENIR Leadership Institute around brand strategy and organisational identity.

    The work Sam does is deep, human, and leads to powerful practical outcomes. She shares a very similar human philosophy of practice that we do, and so collaboration was a no-brainer. The space we're trying to create over the next few years is exciting, and expansive.

    Jon - STRATEGIST

Brand Development + Strategy Services.

  • For Organisations - not-for-profits, commercial businesses, social enterprises, and ministries - that want a strong, lasting brand built on values that align culture, strategy, products, and communication.

    Brand Audit & Briefing
    We start by reviewing your current brand - including your direction, culture, products, marketing, and communication. This helps us understand what’s working, what’s not, and where to focus. We’ll also analyse your strengths, weaknesses, opportunities, and risks to shape a stronger strategy.

    Stakeholder Research
    We speak with your internal and external stakeholders to uncover how people see your brand - and what they need from it. This ensures your brand is both authentic and effective.

    Monostory Workshop
    We run a live workshop with up to 10 key people in your organisation. Together, we uncover your core values, define your authentic brand, and name the false values that could pull you off course.

    What You’ll Receive
    You’ll receive a complete, values-driven brand foundation — built to guide strategy, culture, and communication.
    This includes:

    • A clear Brand Purpose, Mission, Core Values, and Brand Promise

    • A refined Elevator Statement, Brand Language, and Brand Dictionary

    • A differentiated Brand Persona and Tone of Voice, including emotional drivers and colour palette

    • A compelling Brand Story to guide connection and messaging

    • A practical Brand Health Checklist to support aligned decision-making

    • A step-by-step Brand Roadmap and Implementation Framework

    Optional: CEO Brand Alignment
    We can run a separate workshop to help your CEO clarify their personal leadership brand, aligned with, but distinct from, the organisational brand.

    Implementation Support
    We offer ongoing coaching and consultancy to help your team bring the brand to life across culture, leadership, and communication.

  • For CEOs, Directors, Executives, Freelancers, SME Owners, Solopreneurs, Philanthropists, Speakers, Artists, and Influencers who want to build and live a values-driven personal brand.

    Build Your Brand from the Inside Out
    Unlike traditional branding that’s about standing out or fitting in, this workshop helps you build your personal brand from the inside out - grounded in who you are and what matters most.

    Communicate Your Purpose with Clarity
    Define your purpose, mission, promise, core values, and unique personality - and learn how to express them clearly across your leadership, life, and work.

    Identify Your Counterfeit Values
    Get honest about the lookalike values that can distract or derail you - and stay anchored to what’s real.

    Align Your Growth with What You Truly Value
    Support your personal growth, communication, and decision-making with a practical Brand Health Checklist and development plan - so your values aren’t just words, they’re lived.

    Take Strategic Steps to Implement Your Brand
    Turn clarity into action with a tailored plan for how to show up consistently across key touchpoints - from how you lead and speak, to how you write, present, network, and make decisions. Walk away with practical next steps and tools to bring your personal brand to life, every day.

    Optional: Ongoing Coaching Support
    Add one-on-one coaching to help you stay aligned, navigate challenges, and embed your brand into everyday leadership with confidence and consistency.

    Also available: Monostory for Emerging Leaders

    A tailored version of the Monostory experience for 18–20-year-old emerging leaders, student teams, or youth leadership organisations.

    This workshop helps young adults uncover their values-driven identity, build confidence, and lead with clarity and authenticity. Participants explore their purpose, values, and personality, learn to identify counterfeit influences, and walk away with a personal action plan to guide their growth.

    For student leadership teams, a follow-up group session helps identify shared values and strengthen team cohesion.

  • Tier 1: Brand Activation Support

    Ideal for organisations needing short-term, hands-on help to embed their brand.

    Includes:

    • Ongoing coaching sessions for leaders or teams (monthly or bi-weekly)

    • Support implementing your Brand Roadmap and Brand Health Checklist

    • Refinement of key messaging and brand touchpoints

    • Light support for internal alignment across culture and communication

    Recommended for teams ready to take ownership but seeking expert guidance along the way.

    Tier 2: Strategic Brand Consultancy

    Designed for organisations navigating growth, change, or complexity.

    Includes:

    • Executive-level brand coaching and leadership alignment

    • Culture-building strategies and values integration across departments

    • Development of internal and external messaging frameworks

    • Stakeholder journey mapping and qualitative research

    • Brand-aligned website development oversight and creative direction

    • Guidance on brand-led customer experience and communications

    Ideal for organisations undergoing transition or needing clarity across multiple layers of brand expression.

    Tier 3: Embedded Fractional Brand Strategist

    For organisations ready for deep partnership and ongoing brand leadership.

    Includes everything in Tier 2, plus:

    • Part-time embedded brand leadership (monthly commitment)

    • Cross-departmental implementation support

    • Change management and transformation strategies

    • Strategic oversight across campaigns, content, and key initiatives

    • Collaborative delivery with internal teams or external partners

    • Ongoing leadership support for CEO C-Suite and Boards.

    Best suited for organisations in transformation, rapid growth, or long-term brand build-out.

  • Sam works closely with CEOs and senior leaders to help them lead in alignment with their brand so that values, purpose, and identity are embedded in every part of their organisation.

    This coaching focuses on key areas such as:

    • Strategic decision-making grounded in brand clarity

    • Leadership alignment between personal and organisational brand

    • Cultural development that reinforces values from the inside out

    • Brand-led communication across teams and external audiences

    • Operational integration to ensure the brand shows up in systems, policies, and customer experience

    Through regular sessions, reflection tools, and applied strategy, leaders become custodians of the brand - not just its voice, but its living example.

  • You’re growing. Your role is shifting. But the language you need to lead with clarity hasn’t caught up yet.

    A focused 5-hour session to help mid-level leaders gain clarity, language, and confidence in how they lead.

    Monostory Lite is a tailored version of our full brand coaching process.

    It is designed specifically for mid-tier leaders navigating change, influence, and increased responsibility.

    This isn’t about flashy personal branding. It’s about aligning who you are with how you lead, and giving you the language to do it well.

    What We’ll Cover:

    In a single, focused 5-hour session, we’ll explore two key areas of your leadership - where identity and influence intersect.

    You’ll walk away with:

    • Key brand statements - Purpose, Mission, Core Value, and Promise - integrated and aligned

    • A clearly defined Personal Leadership Persona

    • Real-time coaching and feedback to refine your language and apply it immediately

    • Exploration of your Counterfeit Values - the subtle imitations that pull you off course - so you can lead with conviction, not confusion

    If you’re a mid-level leader looking for language that finally fits, and clarity that lasts, this is for you.