The Power of Storytelling: How to Build a Strong Foundation for Emerging Brands

Join Molly Baker, founder of Indie Consulting, as she sits down with Desiree Sanchis to discuss how to build and cultivate a powerful brand story! In this episode, they delve into the art of storytelling and its pivotal role in building authentic, enduring brands. Desiree shares her wealth of experience working with legacy brands and reveals the secret ingredients that make for compelling brand narratives. Tune in for expert insights on the intersection of brand marketing, consumer behavior, and career development—offering valuable takeaways for anyone looking to connect with audiences on a deeper level and take bold risks in the ever-evolving world of branding.

MB (Molly Baker): Tell us a bit about your professional world right now. What’s top of mind for you?
DS (Des Sanchis): We’re deep into 2025 planning, so that’s definitely top of mind. But it’s also a time for reflection. I started this job a year ago, and seeing how we’ve transformed the marketing department has been incredible. I’m so proud of the team. It’s been challenging, but so inspirational.
MB: That’s a great time of year for that, too.
DS: Absolutely.

MB: What are you really good at? Brag about yourself!
DS: I don’t really like this question, but okay...
MB: A lot of people don’t, but it’s important!
DS: True. I think I’m good at connecting people with products. There’s something bigger going on when we connect. Whenever I meet someone, my first thought is always, 'Who can I connect them to?' I think that’s one of my strengths.
MB: That’s such a great strength! And it’s what makes you good at marketing—connecting people to brands.
DS: Exactly.

MB: How do you think brand storytelling has evolved over time?
DS: It’s always evolving, which is what’s exciting. It’s not just about the channels and platforms anymore. It’s about who's behind the brand. Today, it’s less about doing a single post with an influencer and more about who is telling the story. The consumer wants to see the human behind the brand. The day in the life' TikTok trend is a great example of that.
MB: Yeah, it’s about the authenticity now.
DS: Exactly! Consumers want to see real human interaction. They want to know who’s behind the brand, and technology has enabled that. It’s a great moment in marketing because brands are becoming more humanized.
MB: I agree. It’s all about adding that personal touch. When we’re scrolling through our feeds, we’re seeing our family’s vacation pics, then we’re hit with a product shot. It feels jarring unless there’s some personality behind it.
DS: I ask myself, ‘Does this person really resonate with our consumers?' It’s so important to be relatable and consumer-centric.
MB: Exactly. People want to see themselves in your brand.

MB: What’s the biggest risk you’ve taken in brand storytelling?
DS: One of the biggest risks was launching a brand with a high-profile artist during COVID. The product was designed specifically for the artist’s audience. We wanted to make it an in-person experience when the world was all about social distancing. It was risky, but the artist was adamant. We managed to make it happen, and it worked because it was authentic and connected with the consumer on a deeper level.
MB: Wow. That’s a bold move during a time when in-person events were practically non-existent.
DS: Yeah, but sometimes you have to trust your gut. It paid off because the product launch resonated so well with the audience.

MB: What’s the secret ingredient to telling a great brand story?
DS: Three words: Conscious and emotional resonance. You have to be conscious of who you’re speaking to and what you’re saying to them. But, more importantly, it has to create an emotional connection. If people can see themselves in your brand, it goes beyond price or appearance. It’s about how they emotionally connect with it.
MB: I think that’s spot on. Real connection happens when emotion is involved.
DS: Exactly. With so many platforms out there, you need to stop people in their tracks, make them feel something, even if it’s just for 5 seconds. That’s the key.

MB: What makes someone a great marketer?
DS: A great marketer is a storyteller. They’re agile and adaptable to consumer needs. They focus on going deeper, not wider, and they double down on brand purpose—something that can last for 10 years, not just a short-term trend.
MB: That’s such a great point. It’s all about building a strong foundation, and then trends are just the icing on the cake.
DS: Exactly. That strong foundation gives you the flexibility to adapt and be culturally relevant without losing sight of your brand purpose.

MB: What’s the most impactful relationship in your career?
DS: My parents, without a doubt. They’re my biggest fans and my harshest critics. They’ve given me so many opportunities, and I’m forever grateful. But mentorship also plays a huge role in my life. I have mentors from college and previous jobs who’ve helped me navigate my career.
MB: That’s so valuable. It’s not just about one person—it’s about learning from everyone around you.
DS: Exactly.

MB: What piece of advice from your parents stands out to you?
DS: Hard work pays off. My parents are immigrants, and they came to this country and started from scratch. I’ve seen how hard they’ve worked, and it’s ingrained in me that with hard work, you can make your dreams a reality.

MB: So, who are you?
DS: I’m Desiree Sanchez, and I am the VP of Marketing for Beliv US, a beverage company. We’re part of Grupo Mariposa, a private company based in Guatemala.
MB: What kind of beverages do you work with?
DS: We cover the non-alcoholic sector, so everything from sodas and juices to energy drinks and kombucha. It’s a wide variety!
MB: That sounds fun!
DS: It’s never a dull moment.

MB: You've worked with some really large legacy brands. How has your approach to marketing shifted with the emerging brands you're working with now?
DS: It’s been an interesting shift. My foundation in larger brands gave me a solid understanding of what makes a brand strong—everything from brand identity to the marketing mix, to KPIs. That said, with emerging brands, the challenge is different. For example, we don’t have the same massive brand awareness that established brands do, so the goal is how to grow awareness from 5% to 10%, instead of 90% to 100%. We also focus a lot more on tracking ROI, as performance marketing has become much more data-driven.

MB: Do you think everyone in marketing should experience working on a big brand?
DS: Absolutely. Working on big brands gives you a foundational understanding of traditional marketing principles. You get to see how the machinery works at scale—how the marketing, product development, and consumer insights come together to build a brand. It’s not the end-all, be-all, but it certainly sets a strong baseline. Plus, there's a wealth of knowledge within those teams, especially in markets like the U.S., which has a unique marketing ecosystem.

MB: What’s the most valuable lesson you've learned about consumer behavior?
DS: Consumer behavior is temporary. It evolves, and marketers need to be agile in how they approach different consumer life stages. The consumer you were marketing to five years ago—let’s say an 18-24-year-old—is different today due to shifting experiences, attitudes, and cultural influences. Your brand must adapt to these changes while maintaining its core purpose. It’s also crucial to continuously monitor consumer trends through research or by speaking directly to consumers. A good example is when brand teams say, "Our consumer is everyone," which is a huge red flag. If you don’t know exactly who your consumer is, how can you know how to serve them?

MB: How do you manage competing priorities, especially with so many brands under your wing?
DS: I don’t believe in balance, but structure helps. Each brand has its own needs and requires attention at different points, so I created a system where we meet regularly—some brands weekly, some bi-weekly, and others monthly. These meetings let each brand team present what’s happening with their brand. I’ve spent the past year building the foundation for our brands, especially since some came from Latin America and have different market needs. I also ensure that the team has the resources to succeed and clear roadblocks when they arise. I try to be as hands-on as possible but let my team lead. It’s about making sure every brand gets the attention it needs while keeping the overall picture in mind.

MB: What’s your leadership style, especially when managing a large team?
DS: I aim to be supportive and clear. My main goal is to help my team succeed, so I’m always trying to remove obstacles. I lead by creating systems that work for each brand while maintaining an overarching structure. For example, I like having clear, structured meetings to ensure communication flows smoothly. I also encourage my team to feel comfortable saying no if an idea doesn’t align with the brand’s purpose. Leadership is about finding the balance between structure and flexibility.

MB: What would be your one piece of advice for someone just getting started in brand marketing?
DS: Take full advantage of the tools and resources available to you. When I started, I didn’t have access to the same learning platforms we have now, like YouTube, Google, or even Facebook for self-education. I recommend getting familiar with the resources out there before your first job. Secondly, never underestimate the power of networking and gratitude. Sending a thank-you card or a simple note of appreciation goes a long way in building lasting professional relationships. It's the little things that matter.

MB: How important do you think self-teaching is in today’s career journey?
DS: It’s essential. I’ve taught myself so much over the years—whether it’s learning marketing tactics, creating strategy decks, or even learning to run a company. Now, with AI and digital tools, self-education has never been easier. I personally try to learn at least three new platforms every holiday season. With these tools, you can stay ahead of the curve and make more informed decisions.

MB: When you were 21, did you ever think you’d be doing what you’re doing now?
DS: Not at all. I actually wanted to be a lawyer, specifically in the entertainment industry. My first job at ABC Disney completely changed the trajectory of my career. After that, I found myself in marketing, and I’ve never looked back. Now, I’m in a role that challenges me both professionally and personally, and I love that.

MB: How did you decide to move into marketing?
DS: It was a bit of an accident, but a happy one! I started in entertainment with Disney, then moved to Live Nation, where I got a deep dive into experiential marketing. I eventually realized that it was the brand teams deciding which experiences to offer their consumers, so I decided to pivot into brand marketing. Over the last seven years, I’ve worked with various beverage brands, and it’s been an incredible journey. I love connecting people with products and creating that "magic.”

MB: Do you agree that brand management can be seen as operating a mini-business?
DS: Yes, absolutely. In brand management, you often have access to the P&L, so you're making decisions that directly impact revenue and brand strategy. You’re also working closely with sales and other teams to understand what will drive success in terms of both marketing and sales efforts. A deep understanding of numbers, operations, and even the supply chain is critical for making smart, profitable decisions.

Find Desiree Sanchis on LinkedIn and shop Petite Nectar, High Brew Coffee, Mighty Soda, Oca Energy Drink, and Big Easy Kombucha.

As for us, follow @namedrop.pod on Instagram & LinkedIn and @molbakes on Instagram for all future episodes and insights.