Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Pete Canalichio, Founder of BrandAlive, located in Atlanta, GA, USA.

What's your business, and who are your customers?

I equip "overcomers" with brand strategy, brand expansion, and brand licensing tools. I do this through consulting, coaching, workshops, and books and courses to enable them to compete with the big guys.

Tell us about yourself

I’m Pete, and I’m on a mission to help brands find the most authentic parts of their story so they can share it with the world! After a successful career working in global branding, brand expansion and marketing for companies like Coca-Cola, FIFA World Cup, the Sochi Olympics, and Newell Rubbermaid, I realized that my greatest passion was helping brands reach their full potential. Not only that, I wanted them to grow and thrive in the marketplace and in the minds of consumers. I consider it a great privilege to be able to help brands move the dial, and I know this is done solely through the authentic – and accurate – telling of their story.

What's your biggest accomplishment as a business owner?

In 2018, I wrote an award-winning book on brand strategy, expansion, and licensing called, Expand, Grow, Thrive. In the book, I developed with Mark Di Somma a model called LASSO that helps brands determine if they are under-expanded, optimized, or over-expanded. I then wrote the curriculum and taught a brand strategy course at Mercer University to undergrads and MBAs later that year.

What's one of the hardest things that come with being a business owner?

Doing everything - strategic planning, marketing, running the day-to-day responsibilities, and ultimately delivering meaningful and high-value work to my clients.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Define your purpose - why you want to have your own business.
  2. Define your vision - what the business will look like when you have arrived.
  3. Define your mission - how you will reach and achieve your vision.

Is there anything else you'd like to share?

Right after you define your Purpose, Vision, and Mission (and in that order), it is critical to build your brand strategy. This includes your Brand Story, Brand Architecture and Brand Positioning. These are three legs of a platform from which you will build the foundation of your business. Without a brand strategy, you are nothing more than a commodity.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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