Brands don’t fail because they’re bad.
They fail because they’re bland.
The Identity Dept builds messaging-first brands– that always know what to say, when to say it, and how to make people pay attention.
MELBOURNE-BASED BRAND STRATEGY & COPYWRITING STUDIO
You’re here because you’ve outgrown your brand (and it shows)
We understand the pressures of running a business. When things aren’t running smoothly, it can be hard to accurately identify the issue. You may have noticed some of the below violations:
CLARITY VIOLATIONS
Your business has evolved, but your messaging hasn’t. You struggle to explain your value without rambling, jargon, or second-guessing yourself.
CONNECTION VIOLATIONS
You’re attracting the wrong people (price-shoppers, DIY-ers) or worse– nobody at all. The clients you actually want are scrolling past.
CONFIDENCE VIOLATIONS
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 VIOLATIONS
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.
restore clarity, connection, and confidence so your brand finally matches your ambition.
Brand still winging it?
This your official summons
The Identity Dept offers a number of pathways to compliance, each one designed to sharpen how you think, speak, and sell.
The strategist brands call when ‘good enough’ isn’t good enough
I’m Liv Steigrad. Behavioural strategist, brand consultant, and founder of The Identity Dept.
I’ve been helping founders, teams, and scaling brands align how they sound with how they sell since 2018. My work is grounded in psychology (an actual degree in it) so every word has a reason, and every strategy earns its keep.
I have experience across industries and I’ve refined a process that works. Because regardless of industry, from finance and tech to creative studios and consumer goods, I understand the consumer psychology at play and I know how to translate that into messaging that converts.
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“It all begins with an idea. Maybe you want to launch a business.”
Laurie Payton
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“It all begins with an idea. Maybe you want to launch a business.”
Jamie Kokot
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“It all begins with an idea. Maybe you want to launch a business.”
Lindsey Beumer
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“It all begins with an idea. Maybe you want to launch a business.”
Keith Finley
The Dept Dispatch
This is where you get to sneak into The Dept after hours and rifle through the drawers.
The podcast, the articles, the deep dives, all built to make you think sharper about brand, behaviour, and buying decisions.
READ:
Frameworks, field notes, and ideas that make your next move smarter.
LISTEN:
Raw, unfiltered interviews with business owners in the messy middle.
Is your brand identity fully compliant?
Take the 3-minute Identity Audit to uncover where your messaging, voice, or positioning is falling out of alignment– and what to do about it.