Erica Jane Consulting

12/15/2025

We all have an idea of what we think our brand is saying…
but sometimes Gen Z hears something completely different. ✨

They’re navigating more content, noise, and mixed messaging than any generation before them — and because of that, they’ve developed an incredible ability to pick up on tone, authenticity, and intention. 👀

If something feels off, unclear, or inauthentic, they notice it quickly.
And when a message does land? They recognize that too.

This made me reflect on a simple but important thought:
What does Gen Z actually hear when they come across your brand?

Is your message clear? Does it feel aligned? Or is it getting drowned out in the noise around them?

Understanding how this generation interprets communication isn’t just a marketing trend — it’s part of creating brands that feel grounded, human, and meaningful.

10/24/2025

🌱 Over the years, I’ve seen many businesses evolve. But too often, the brand stays stuck in the past.

I’ve worked with business owners who once felt confident in their brand. As they grew, their brand no longer reflected who they were or the value they offered. This is natural - markets shift, audiences change, and priorities realign.

A brand that once fit perfectly can start to feel like an old suit: something that doesn’t quite match anymore. And when that misalignment happens, growth slows down. That’s when clarity becomes essential.

That’s why I help business owners realign their brand identity - so it connects with the right people, resonates with their values, and gives them the confidence to lead with purpose.

💡 Business owners, if you’ve ever felt like your brand no longer reflects the business you’ve become, know that you’re not alone. Feel free to reach out. I’d love to chat about how we can bring your brand back into alignment.

If you enjoy content like this, I share more of my brand and marketing insights over on LinkedIn (here: https://www.linkedin.com/in/ericahalvorsen/). I’d love to connect with you there!

10/17/2025

🌹 “What’s in a name?” Juliet asked. For brands, the answer is: everything.

In Shakespeare’s famous line, Juliet said that a name doesn’t matter: “A rose by any other name would smell as sweet.”

In business, that couldn’t be further from the truth. A different name does change how people feel, act, and remember. ✨

Your brand name is the very first story people hear about you. It sets expectations, creates associations, and often determines whether someone gives you their attention or moves on.

I’ve seen how the right name not only builds recognition with customers, but also gives business owners and their employees clarity and confidence as they grow.

You can read more of my thoughts on the true meaning of brand identity here: https://ericajane.ca/ejwp/2024/02/06/true-meaning-of-a-brand-identity/ .

💡 If you’re a business owner and enjoy content like this, I share more brand and marketing insights over on LinkedIn (here: https://www.linkedin.com/in/ericahalvorsen/) - feel free to follow me there for more.

04/17/2025

11/15/2024

08/13/2024

Back from my summer dream job teaching in Italy!

BCIT's Italy Field School Summer 2024 was a wonderful experience- and I am so grateful to have had the opportunity to teach Luxury Brand Strategy abroad. The best thing about it? Traveling and learning with this great group of students. From Illy coffee to Fincantieri cruise ships, Parmigiano Reggiano cheese to SMEG's high- end appliances, Salvatore Ferragamo shoes to Leica cameras, BVLGARI jewels to Ducati motorcycles and Pagani dream cars, our BCIT field school students were treated to behind-the-scenes tours, special lectures and amazing hands-on experiences. Both the cultural and company site visits were so educational and enjoyable-what a great program! Huge appreciation for the special treatment we received from so many premium companies- we all left with a greater appreciation for the craftsmanship, dedication, attention to detail and passion that goes into some of the world's top quality brands. 🌟

BCIT School of Business + Media BCIT Global Relations

08/13/2024

https://www.linkedin.com/posts/ericahalvorsen_bcits-italy-field-school-summer-2024-was-activity-7227797554686480384-tGGj?utm_source=share&utm_medium=member_desktop

06/14/2024

Getting ready for a new BCIT adventure- this one in Italy! I’ll be teaching a course on Luxury Brand Strategy and visiting cultural sites and incredible Italian companies with a group of BCIT business students for our Italy Field School. ✈️🌍🇮🇹 BCIT School of Business + Media

I leave next week- and if you want to travel vicariously with me- follow me on Instagran . Follow at your own risk- I will be taking an insane amount of photos! 🇮🇹 🍕🍷🕍🏛️🛍️💼👗💃🍝🍧☕️🎭😃😃😃 🇮🇹

02/09/2024

What's in a brand? New blog post on my website. Tell me what you think!

Discover the Essence of Effective Branding. Create a Lasting Connection With Your Audience Through The Story of Your Brand Identity.

02/07/2024

So excited to announce that our BCITMA Case Competition team has made it into the finals again this year! This means we will be presenting our marketing case to the judges at the American Marketing Association International Collegiate Conference in New Orleans this spring. So proud of these students who have been working on this project since September. Being Faculty Advisor and coach to this team is definitely one of the most rewarding parts of my job at BCIT.

10/27/2023

Hello again Facebook! I’ve been neglecting this page, sadly, as my work has taken me over to LinkedIn to support my students and the organizations I’m involved with. BUT I plan to do better! In the meantime I’d love to show you my newly refurbished website- here is a blog post I wrote to tell that story. Hope you all have been having a beautiful Fall 💙🍁😊

It’s been a while. Have things shifted for you in the last three years? For me the shift has been about growth and integration. I’m still very busy teaching marketing students at BCIT’s School of Business, and I’ve taken on a new leadership role as Faculty Advisor for the BCITMA, a club for ...