Aneta Olar
Aneta Olar, seated in a lamp-lit room

Aneta Olar Brand Director for owner-led companies

You know it’s time for a new chapter. You just don’t know what it is yet.

I listen, notice what matters, and find the direction that’s often already there. Then align it with what you offer and how you show up, and help build the systems that keep them together.

Let’s talk LinkedIn

Meet Anet

I work with founders who have built something valuable, but the way they present and structure it no longer reflects what the business has become.

What I do

Defining your project’s direction, refining your offer according to it, building a visual world that makes that direction tangible and making sure you stay the course.

  1. 1. Direction

    Uncovering the central idea that’s underlying in your project but not clearly defined and using it as a filter for every decision that follows.

  2. 2. Offer and structure

    Turning that direction into a clear offer: what the company sells, who it is for and how it should be structured. For a service business, that could be a sharper portfolio. For a community, a structure for events and memberships. For a retail brand, a more considered assortment and showroom experience.

  3. 3. Visual world

    Carrying that direction through your identity, content and experiences, so the way your company looks and speaks reflects what it actually does and represents.

I focus on direction, the offer and how the business shows up. You remain in charge of operations, people, finances and logistics.

Process

  1. 01 Free meeting

    90 minutes

    We meet in your workspace. The space tells me as much as the conversation does. No deck, no homework. We talk about what’s happening in the business, what feels stuck and what has changed.

  2. 02 One page

    The next day

    Within a day, I send you a summary: what I heard, the direction I see, what I’d work on in the first three months and what it would cost.

  3. 03 Three months

    We define the direction, shape the offer around it and put the first pieces into the world. We agree on a clear outcome at the start, work towards it over three months and reach a natural stopping point once it’s delivered.

  4. 04 The next chapter

    If there’s more to transform and you’re satisfied with our results, I can stay on as your external Brand Director. We meet monthly to make decisions and keep the direction clear. Between meetings, I move the work forward across content, partnerships and physical spaces where relevant.

What you get

  1. 1. One direction

    A clear way to express what your company is and why it matters. Making sure everything representing your company tells the same story, so people understand what you do and who you are.

  2. 2. Refined offer

    What you sell, to whom and in what form, sorted by that direction: what stays, what goes and what needs to be added, so your offer makes sense as a whole. The goal is to stop selling everything to everyone.

  3. 3. Clear visual identity

    Visuals, content and events that carry the direction. Your customers, partners and future colleagues recognise the same company wherever they interact with it.

  4. 4. Keeper of your direction

    A partner who keeps the direction clear as the business evolves. We discuss important decisions together each month, and I move the agreed work forward in between our meetings.

Projects

  1. Nearly twenty years of relationships and know-how made visible.

    TOPSEARCH

    • Public voice
    • Founder’s authority
    • Inbound leads
    • Career Development

    Building the public presence of a boutique executive search firm that had grown through reputation and referrals since 2006.

    topsearch.cz cervenanitpodcast.cz
    Starting point
    Deep expertise and client trust existed but had never been translated into public communication.
    The clear line
    Executive search is about understanding people and businesses, with humanity, discretion and professional judgement at every step.
    What it set in motion
    The company began sharing the perspective that clients already knew firsthand through the website, content and podcast. The founder became a name people turn to at hard career turning points and leads on both executive search and career development started coming in on their own.

  2. A passion project in a drawer built into a brand with a world of its own.

    TRAUDIE’S

    • Naming
    • Eight brands
    • Showroom & e-shop
    • A story of its own

    Building the identity of a retail brand from the name up: shaping its origin story, expanding the brand portfolio and helping create a showroom that brought the whole concept into a physical space.

    traudies.com
    Starting point
    The retail project was still presented under a placeholder name (Art & Furniture, s.r.o.) and centered on a single brand. It needed an identity that could grow with the business.
    The clear line
    Craftsmanship, heritage and a curated way of living. A name and a space that could make those values tangible.
    What it set in motion
    TRAUDIE’S gained its own name, identity, showroom and an online store. The business has grown from presenting one brand to curating eight, backed by a physical store and a more coherent experience for customers and suppliers.

  3. An ordinary shooting range turned into a brand built on discipline and respect.

    CAMP ZERO

    • Market credibility
    • Regular clients
    • Supplier partnerships
    • Business events

    Rebuilding the identity of a shooting range forced to relocate, with nothing yet to set it apart.

    campzero.cz Instagram
    Starting point
    An ordinary shooting range, indistinguishable from competitors, forced to rebuild after an unexpected relocation. Its existing identity did little to explain what made the experience different.
    The clear line
    Respect for the weapon. Precision in training. Safety through skill.
    What it set in motion
    A more distinctive identity built around training, discipline and community. It gave regular clients a reason to keep coming back to practise, while creating stronger opportunities for supplier partnerships and events.

Other projects

  • CONFI

    A dance community that outgrew itself.

    Rebrand for a growing dance community: new courses, events, and the sense of belonging that held it together as it scaled.

    Instagram

  • vēr

    A cap. A name. A US tour.

    One conversation, one story of starting over and vēr was born from it: Latin for spring, English for wear. Built to grow into more (footvēr, and beyond). The caps made it onto kwn’s US tour.

    Instagram

  • FLOWERTALE

    A florist, on her own terms.

    Naming and a visual identity for a florist leaving a chain to build her own shop with flowers hand-painted by her own family woven into the brand itself.

Contact

Ready for a new chapter? Let’s talk.