Helping Businesses Stand Out.

Every day, small businesses fade into the background of crowded markets simply because they struggle to communicate what makes them special.

You might be charging less than you're worth, getting lost among competitors, or watching potential clients choose other options because they can't see your true value.

Bridging the Gap

We saw passionate entrepreneurs caught between expensive agencies with complex solutions and oversimplified templates that don't capture what makes them unique.

So we built a bridge.

We took our decades of experience building brands for global companies and reimagined it specifically for small businesses. Our approach is systematic yet personal, sophisticated yet accessible.

Our Approach: The Brand Foundations Framework

At the heart of our work is our proprietary Brand Foundations Framework — a structured system designed specifically for small businesses who need clarity about what makes them different.

Unlike cookie-cutter templates or overwhelming agency processes, our framework follows these essential phases:

Discover

We uncover what truly makes your business special, revealing valuable strengths and differentiators that you might be too close to see.

Design

We transform your brand strategy into a cohesive visual language with tailored typography, colors, and component libraries that consistently reflect your unique positioning across all touchpoints.

Develop

We craft clear, compelling messaging and positioning that articulates your unique value to your ideal customers in ways that resonate and stand out.

Direct

We activate your brand strategy by implementing your visual and messaging systems across key touchpoints, ensuring consistent market presence that resonates with ideal clients.

Declare

We create practical implementation tools and strategies to help you consistently express your brand's uniqueness across all customer touchpoints.

Defend

We create brand standards that unite your strategic positioning with your visual design system, providing a roadmap for consistent brand expression across all communications.

Meet the Team

  • Jon Czeranna

    Co-Founder

    Jon is the Co-Founder of Wit & Craft and creator of The Brand Lab™, where he has dedicated over 20 years to helping small businesses uncover and articulate their competitive advantage. Through his proprietary Brand Positioning Framework, he guides ambitious entrepreneurs to better connect with customers, stand out from competitors, and command premium pricing. His passion lies in empowering businesses to stop competing on price and start owning their market.

  • Lissa Engleman

    Co-Founder

    Lissa’s favorite part of the job has always been finding a key insight and building a strategic campaign upon that finding. She’s been at it for 20 years, working for both big and small advertising firms on businesses that include Johnson & Johnson, General Mills, WM Wrigley, Dell, Emerson, and Temper Sealy International. When you don’t find Lissa immersed in solving the latest message or brand strategy, chances are she’s working alongside the creative team to help pinpoint the best ideas and refine the work for the biggest impact.

  • Taylor Mohney

    Account Manager

    Taylor is an Account Manager with project management experience in the e-commerce, marketing, and telecommunications industries. Driven by people-first language, she is a strong communicator with a skill set rooted in efficiency and lifelong learning. She focuses on cultivating client relationships and applying her diverse history of work experience to ensure her clients' success. Taylor brings brand experience through her work, side by side with household name brands, to launch B2B and B2C e-commerce sites supported by inventory management, design, and promotional products.