Most brands don’t fail because they’re bad.
They fail because they’re boring.
Translation: I build messaging-first brands that know what to say, when to say it, and how to make people care.
Why You’re Here
You’re not here because your business is failing. You’re here because you’ve outgrown your brand, and it shows.
CLARITY PROBLEMS
Your business has evolved, but your messaging hasn’t. You struggle to explain your value without rambling, jargon, or second-guessing yourself.
CONNECTION PROBLEMS
You’re attracting the wrong people (price-shoppers, DIY-ers) or worse– nobody at all. The clients you actually want are scrolling past.
CONFIDENCE PROBLEMS
You hesitate to share your website or bio. Your brand doesn’t reflect the depth or quality of your work, so you hold back from bigger opportunities.
CONVERSION PROBLEMS
You want to scale, raise prices, or launch something new but your current brand can’t carry it. Growth feels stuck until you fix the foundation.
Left unchecked, these violations cost you opportunities, authority, and momentum. You end up stuck in comparison mode, spinning your wheels, or secretly resenting a business that doesn’t feel like you anymore.
The Dept’s mandate:
restore clarity, connection, and confidence so your brand finally matches your ambition.
Who’s Running This Dept anyway?
Me. I am. Liv Steigrad. Behavioural strategist, copywriter, aspiring handbalancer, and founder of The Identity Dept.
Officially, I specialise in high-return identity overhauls: applying psychology, strategy, and the occasional dry joke to bring brands back from the brink of irrelevance. Unofficially, I enforce compliance with the No Shit Brands Act (2018).
I don’t just make brands sound good. I make them sound human. Clear, confident, and compelling– the kind of messaging that attracts better-fit clients, sharpens your positioning, and makes showing up online less of a chore.
My background in psychology means I know why people buy, why they tune out, and why most brand messaging fails.
(Spoiler: it’s rarely the offer. It’s how it’s framed.)
Over the past decade, I’ve worked with:
GROWTH-DRIVEN FOUNDERS
CREATIVES
CONSULTANTS
VALUES-LED BUSINESSES
and they’ve all hit the same wall: they’ve outgrown their DIY branding. They don’t need another template or one-size-fits-all course.
They need strategy that fits, and words they’ll actually use.
That’s where The Identity Dept comes in.
The Dept’s directiveS
Every department runs on policy. Ours just happen to be ones that make you money.
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How this dept was formed
Every department starts with a motive. Mine was simple: I was sick of brands that were superficially pretty but didn’t actually work. Or that were deeply strategic, and delivered in a way that rendered them useless.
I began in psychology, studying why people do what they do, how they make decisions, and what actually shifts behaviour.
Useful.
But I kept seeing the same thing in business: brands ignoring psychology, chasing trends, and wondering why nothing stuck.
So I crossed over from behavioural theory to brand strategy. From research papers to websites, sales pages, and messaging systems.
What I found was predictable: most “strategy” out there wasn’t strategy at all. It was jargon, theatre, or pretty visuals with no substance underneath. Brands were paying five figures for decks they couldn’t use.
The Identity Dept was created to fix that.
Think of it as an internal affairs division for brands: interrogating the gaps, translating the psychology, and rebuilding the identity so it actually works in the real world.
WHAT TO EXPECT DURING
Working with The Identity Dept isn’t about pulling together some words that just sound good. It’s about doing the real identity work, the kind that makes your brand feel like you again. Here’s how that looks in practice:
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This is identity work with teeth: strategic enough to scale, human enough to feel like you, and clear enough to actually use.
*In case this wasn’t obvious enough, we are a safe space for all backgrounds, identities, and lived experiences. Religious or cultural needs? Fine. Pronoun preferences? No problem. We do not tolerate any kind of hate, bigotry, racism, or homophobia.
Ready for your identity evolution?
The Identity Dept exists to take you there. With space to explore, strategy you’ll actually use, and a process that values clarity over chaos, your brand finally gets to sound like you. Sharper, stronger, and ready for what’s next.
Because clarity beats another round of “winging it.”