Before even the most basic elements of brand identity and communications can be developed, such as a name or logo, a core idea must be articulated through words that give a brand its definition and soul. As vice president, verbal brand strategy, Tim develops the foundational ideas behind brands and the distinctive language used to express them.

Tim then works in conjunction with our brand strategists and creative teams to develop a “toolkit” of resources that ensure the brand’s verbal and visual expression are executed to their potential. Specifically, Tim authors brand expression guidelines that, in part, define the brand’s voice, vocabulary, writing style and message platforms. Tim also leads RiechesBaird’s naming initiatives, tagline development, other aspects of verbal branding and written brand communications.

Prior to his current role, Tim held the position of creative director with RiechesBaird for 10 years. His progression from creative director to verbal brand strategist was a natural evolution—Tim demonstrates a thorough understanding of business strategy, brand strategy and the critical role of exceptional creative work.

Tim joined RiechesBaird as a copywriter in 1996 after working in that position for several of Orange County’s leading advertising agencies. His work has been recognized by the American Advertising Federation, Association for Communication Excellence (ACE) and numerous B2B organizations and media.

He holds a bachelor’s degree in Communications with an emphasis on Advertising from California State University, Fullerton.