Paris, Île-de-France, France
Hi, I’m Joei 👋 (Like Joey from Friends.) I’m a storyteller and brand builder who spent 12 years helping billion-dollar tech companies tell their story. Along the way, I worked with companies that lived their values, and some that didn’t. I built brands that felt true, and some that didn’t. Every time, the lesson was the same: the brands that resonate are the ones rooted in real values and honest stories. You can't build a real brand by pretending to be who you're not. Then I went through a career crisis and realized I was doing exactly that. Pretending to be who I thought I needed to be, living a story I didn't want to tell. Expressing myself suddenly felt impossible. That’s when I realized: most of us don’t have a content problem. We have a permission problem. What starts as: “I don’t know what to post” almost always ends up being some version of: “I don’t know if I’m allowed to be who I am.” So I stopped pretending, and started saying what I actually thought. I posted the things. Out loud, messy, unfiltered. When I started sharing my real story, I realized I wasn’t alone. Soon, other people started asking me to help them tell theirs. So that’s what I do now. ✨ I help you turn your mess into your message by helping you stop performing the version of yourself you think people want, and start saying what you actually think. From that place, sharing stops feeling like self-promotion, and starts feeling like self-expression. I do this through 1:1 work, speaking, workshops, and select consulting engagements with founder-led and values-led businesses. I explore these ideas in Brand New, my newsletter on branding, identity, reinvention, and the messy process of becoming more yourself. These ideas also made their way into my TEDx talk, Turn Your Mess Into Your Message. In the age of AI, being yourself is the only strategy that can’t be copied. The things you think make you weird, messy, or too much are what make you unforgettable. If you’re rethinking your brand, your work, or who you’re becoming, here's where to start: 📬 Subscribe to Brand New: https://joeichan.substack.com/ ✨ Work with me 1:1: https://tinyurl.com/rebrandyourlife 📩 For speaking or select brand projects: [email protected]
I write about the fun and mess of rebranding your life and work. After a decade leading global brand teams, I realized the best brands, like the best people, are built from the inside out. In my newsletter, I share personal stories and lessons on branding, identity work, creativity, and showing up as yourself in this crazy AI world. Things I think and write about: → Brand as identity, values, and behavior, not just logos and messaging → The courage to be seen and showing up as who you are → The creative (and spiritual) process behind personal reinvention → What AI can’t fake Subscribe if you’re curious about personal reinvention, authentic visibility, and how to turn your mess into your message.
2025 Speaker, 2026 speaking coach
Snowball is a personal finance newsletter with about 25k+ members. They plan to become the first community-led wealth management super-app allowing millions of people to reach their own version of financial independence.
Led global brand, social, internal and external communications, brand campaigns and product GTM across France, UK, Spain.
Hired to lead a rebrand. Didn't work out due to misalignment in values and culture.