How to Build a Purpose-Driven Brand Through Culture & Creativity
- Mejire Arijaje
- Apr 13
- 3 min read
Real Brands. Real People. Real Impact.
In the latest episode of Beyond the Brand, I sat down with Deborah Charmelus, founder of Konton Cultural Strategies—a business rooted in the belief that culture, community, and creativity.
Deborah’s journey is one many entrepreneurs and creatives can relate to. She didn’t start with a business plan or a mentor. She started with grit, gigs, and a desire to make an impact. From managing her brother’s indie band to producing 5,000-person cultural events, Deborah’s path proves that you don’t need a blueprint—you just need to move with purpose.
Why Purpose-Driven Brands Matter
In today’s world, anyone can start a business. What sets you apart is why you do it and who you serve. Deborah’s approach to branding goes deeper than logos and taglines. She helps organizations tap into cultural relevance, authenticity, and storytelling—bridging the gap between digital presence and real-life impact.
She doesn’t just work with brands. She works with nonprofits, creatives, and institutions that want to uplift Black artists, amplify community voices, and build experiences that stick with people long after the event ends.
“You’re not taken seriously until you take your business seriously,” she says—and that’s exactly what she did.
Systems Matter Too
One of the biggest takeaways from this episode was how Deborah balances creativity with structure. Before she had a steady client flow, she invested in tools that helped her look and operate like a business:
LegalZoom to form her LLC
HoneyBook for sending proposals, contracts, and managing clients
Squarespace for a professional, polished website
Fiverr for freelance help during slower seasons
She stressed the importance of setting up systems before the chaos of client work begins. That way, when the opportunities come, you're ready to receive them like a pro.
Marketing!
Deborah also challenges the pressure to be constantly online. While she enjoys creating content, most of her growth came from repeat clients, referrals, and in-person marketing like flyers and branded vehicle wraps. Her advice? Don’t force a strategy that doesn’t fit. Do what’s sustainable for you—whether that’s Instagram, newsletters, or community events.
And when you do market, lead with storytelling. Let people know what you care about. What you stand for. What you’re building.
Real Impact
Deborah’s business, her events, and even her content are all rooted in one goal: to make a difference. Whether she’s curating the CADO Marketplace for Black-owned makers or consulting with nonprofits, she makes it clear—you can make money and make change. You don’t have to choose.
Her advice to aspiring founders?
“Start with purpose. Stay aligned. And build systems that give you freedom, not burnout.”
Final Thoughts
If you’re a creative or entrepreneur trying to build something that feels real—not just profitable—this episode is for you. It’s a reminder that your brand can be a force for good. That culture and creativity are valuable. And that with intention, structure, and community, you can build a business that reflects who you are and what you care about.
💬 Key Advice from Deborah
Start with Structure: Secure your LLC and build foundational systems before you land clients. Treat your hustle like a real business from day one.
Work Within Your Values: Say no to clients or industries that don’t align with your mission. She chooses to support Black creatives and organizations that reflect her community.
Marketing Isn’t Just Digital: While she enjoys content creation, Deborah explains how most of her growth has come from referrals, repeat clients, and creative offline marketing—like flyers and vehicle wraps.
Focus on Relationships: Networking doesn’t have to be transactional. Her biggest opportunities came from casual meetups and staying connected.
Ask for Feedback: After each project, she holds debriefs and collects testimonials to learn, grow, and increase the chance of repeat business.
Plan Ahead, Partner Smart: Whether you’re throwing a small event or a large marketplace, starting early and collaborating with others saves money and multiplies impact.
Accept the Seasons: Deborah balances creative work and business operations by embracing the ebbs and flows. Winter is for content, summer is for events.
Watch the full episode on YouTube:📺 How to Build a Purpose-Driven Brand Through Culture & Creativity🔗 Watch here
Want more episodes like this?
Subscribe to Beyond the Brand and follow me on Instagram @mejirearijaje for more conversations that blend business, creativity, and real-world impact.
FOLLOW DEBORAH ON INSTAGRAM
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