Company: Trace Brand Building

Owners: Tracey Felicidade Jones

Year Started: 2022

Employees: 1-10

What do a cross-country road trip in an old ambulance and global brand strategy have in common? Tracey Felicidade Jones, founder of Trace Brand Building, shares her wild entrepreneurial journey from escaping danger in South Africa to building a purpose-driven agency in the U.S.

Inside this episode:

• How Tracey built an international agency rooted in clarity, creativity, and courage
• Why visual equity is a must-have for brands that want to be remembered
• The common branding mistake that leads to costly rework
• How brand archetypes shape messaging—and why your agency should lean into them
• A global perspective on doing business and what the U.S. gets surprisingly right