“Brand isn’t just your logo or campaign, it’s everything you do. When built from the inside-out, your brand becomes a clear, lasting structure - one story, lived in every decision, behaviour and experience.”

Sam Valich - Brand Strategist

A brand is strongest when it’s aligned - when what you say reflects who you truly are. Yet 74% of people say they struggle to tell whether a brand’s actions match its promises.*

That gap creates more than confusion.
It weakens trust. It disconnects teams.
It causes leaders to second-guess. And it quietly drives audiences away.

This is the Trust Deficit. And it has everything to do with brand story.

Because a brand story isn’t just what you say, it’s what people experience.
When your story is aligned with your values and identity, it builds trust.
When it’s not, people feel the disconnect, even if they can’t explain it.

That’s why Monostory exists. We help leaders close the gap by becoming values-driven, so the story their brand tells is the same story it lives.

This is your invitation.

*Edelmans Trust Barometer 2024,

At Monostory, we use a trademarked system to align values, identity, story, culture, strategy, and experience, so what’s said is what’s lived, and what’s lived can be trusted. We offer structured engagements tailored to the clarity you need, whether you’re leading an organisation, navigating personal alignment, or facing a single stuck point.

I’ve had the privilege of walking with many CEOs, Executive Leaders, Founders, Teams, Boards and SME Solopreneurs. They come to Monostory at key moments:

  • When their personal or organisational story or messaging isn’t clear, consistent, or compelling

  • When they want to differentiate or innovate and need help to create an integrated solution

  • They are facing transition, growth, or succession

  • They are in mission drift or their values are stuck on a wall

  • Their stakeholder trust is low, culture is tired, or teams feel misaligned

  • Or when they simply know: it’s time to align who we are with what we say

  • Full Brand Alignment Across Six Pillars

  • Clarity needed in one stuck area - identity, story, culture, strategy or experience.

  • Expert fractional Chief Brand Officer input for pivotal decisions, campaigns, or changes.

  • Align who you are with the impact you’re here to make. Get clear on who you are, what you stand for, and how to express that with integrity across platforms, teams, and opportunities?

Monostory is led by Sam Valich, a seasoned brand strategist, qualitative researcher, and fractional Chief Brand Officer with over 25 years of experience helping leaders and organisations build aligned brands. Sam personally facilitates all workshops and partnerships. She brings deep insight, presence, and clarity to every stage of the process, walking closely with clients. When implementation requires more, she brings in trusted collaborators to ensure alignment isn’t just defined, but expressed consistently and authentically.

  • “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

  • The work Sam does is deep, human, and leads to powerful practical outcomes.

    Jon - STRATEGIST