About
I help B2B founders build their personal brands & drive demand through strategic storytelling.
Without the 10-hour-a-week commitment. Without generic content.
Without losing your voice in the process.
Justin DeMarchi, Toronto
8+ years managing digital communications for politicians, B2B brands, and executives
Personal branding isn't optional—it's a necessity as part of your growth path. I've seen this firsthand managing growth and go-to-market for B2B companies. When your brand is clear and consistent, it drives pipeline, builds trust with buyers, and creates opportunities that paid channels can't deliver.
The challenge is that most founders don't have the time or objectivity to do this themselves. You're too close to know what resonates, and you're too busy to make it a priority.
That's where I come in. I help you build your founder brand, frame your messaging and talking points, and meet your intended audience where they are—building trust and demand for your growing business without requiring you to become a full-time content creator.
Why I Do This
I love the startup growth phase because the years when you're building the story are so pivotal. Sometimes there's a misconception that storytelling isn't a priority right now—but the story is what connects your product to your audience.
I gravitate toward figuring out how to tell stories that draw people in, make them care, and do it in a genuine, authentic way.
How I Work
Rather than trying to be the unicorn marketer who does everything, I work with specialists when needed. You get strategic ownership from me, plus access to a network of partners for video production, design, SEO, and paid—coordinated and QA'd so you don't have to manage them.
The Process
How we work together
From discovery call to consistent posting—here's the timeline and what to expect at each stage.
Discovery Call
30-minute conversation where we discuss where you are with your founder brand, what's blocking you from posting consistently, and whether this approach fits your goals and timeline. No pitch—just clarity on whether we should work together.
Onboarding (Week 1)
I audit your existing content, we map your story and identify your 3-5 key strategic pillars—the themes that position you in the market. This becomes your content framework.
- Review existing brand presence
- Define positioning and messaging pillars
- Set up shared workspace and workflow
First Content Batch (Week 2-4)
We record our first conversations where I extract your stories and insights. I turn these into your first posts and video clips. You review, refine, and we start shipping.
- 2 recorded conversations (45-60 min each)
- First batch of content produced and delivered
- Establish posting cadence and approval process
Ongoing Rhythm
Twice monthly calls to capture new stories, ongoing content production, and refinement based on what's resonating. Total time commitment: 2 hours per month.
- 2 calls per month for story extraction
- 4-6 posts prepared weekly
- Video clips edited and delivered
- Strategic adjustments based on performance
Video Introduction
How this actually works
A 3-minute walkthrough of the process, why it works, and how we build your content system together.
Frequently Asked Questions
Everything you need to know
Common questions about how this works, what you receive, and who it's for.
I extract your stories through conversation and draft content based on what you actually said. You review, refine to match your voice, and post. You stay in control—I handle the strategic work and production.
This means the content sounds like you because it comes from you. I'm structuring and refining what's already in your head, not writing as you.
We meet twice a month on recorded video calls (45-60 minutes each). Between those calls, I:
- Edit the footage into short clips you can post
- Draft 4-6 posts based on our conversations
- Prepare images and media to accompany the content
- Provide a weekly posting cadence and guidance
You review everything, adjust to your voice, approve, and hit publish. Your total time investment is about 2 hours per month.
No. You post everything yourself after reviewing and approving it. This is intentional—your personal brand needs to come from you, not from someone posting on your behalf.
I prepare everything so it's ready to post, but you maintain complete control over what goes live and when.
Founder-led B2B tech companies (typically post-seed to Series B, or bootstrapped with momentum) who:
- Know their personal brand matters but don't have time to build it
- Have stories and insights but struggle to pick what's worth sharing
- Want consistent visibility without it becoming another full-time job
- Are willing to stay involved in the process (this isn't "set it and forget it")
Typically 1-2 weeks after a discovery call. The first month focuses on:
- Setting up your shared Google Drive
- Our first recorded conversation to extract initial stories
- Preparing and shipping your first few posts
- Establishing the weekly cadence
Momentum compounds from there.
That's exactly why this model works. I run the conversations and ask the right questions to pull out stories you didn't realize were worth sharing.
You don't need to prepare or script anything. Just show up to our calls and talk about what you're working on, what you're learning, and what's challenging you. I identify what's objectively worth posting.
Primarily LinkedIn, since that's where B2B buying happens. Content can be adapted for Twitter/X if needed, but we optimize for LinkedIn first.
The goal is consistent, high-quality presence on the platform where your buyers and partners are paying attention.
I recommend a minimum of 3 months to build momentum and see results. Personal brand building is a compounding game—the first month is setup and finding your rhythm, months 2-3 are where you start seeing engagement patterns.
Most clients stay for 6+ months because the system becomes effortless once established.
My Story
How I got here
Why I Started DUO
What stands out to me through my career in communications and marketing are the people—the leaders who are highly driven innovators looking to do things differently and challenge the status quo. That, along with the desire to work on my own, led me to found DUO.
I love being able to work with different founders and companies and bring the learning from one to the other. Keeping me fresh, keeping me learning, keeping my perspective challenged is something that I value—and I think it's a great strength as well.
The Path Here
I took an interesting path: classroom teaching in Toronto, then government communications, then startup marketing. Eventually, I went off on my own and started working with companies outside of Canada—throughout Europe and the United States.
Seeing how brand and marketing are represented differently across the world has been fascinating and really enriching. You realize there are different ways to do things.
DUO's Roots
The name DUO Strategy & Design was actually created by my mom, Nora Camps, 25 years ago. She worked with hospitals and universities across Ontario, building brand and communications programs when the industry looked completely different.
When I asked her to revive the brand and make it my own, it was a special moment. The core thesis that great work starts with storytelling was always there—I'm just applying it to a new generation of founders.
Let's see if this is a fit
The challenge is that most founders don't have the time or objectivity to do this themselves. You're too close to know what resonates, and you're too busy to make it a priority.