About
Personal Brand Strategy & Advisory
What deserves your attention next?
We're living longer than any generation before us, creating unprecedented opportunities to pursue multiple chapters of work, leadership, creativity and contribution.
For accomplished professionals, the future is no longer defined by a single career path. New ventures, expanded influence, thought leadership, community building and meaningful second or third acts are increasingly within reach.
Shift Brand Lab works with accomplished executives, founders and operators who have 20+ years of experience, helping them clarify what they want to build and position themselves for the opportunities they want to create.
Through a strategy-first process, Shift helps clients identify what makes them distinctive, articulate a compelling point of view and create the visibility, influence and momentum needed to bring their vision to life.
Brand Strategy Process
Clarity
What deservesyour attention now?
Distinction
What should yoube known for?
Expression
How do you bringyour vision to life?
Growth
How do youbuild momentum?
Meet Tracy
Tracy Glass is the founder of Shift Brand Lab, an independent brand strategy and advisory practice helping accomplished professionals navigate new chapters. Drawing on more than 30 years of experience building brands, communities and ideas, she helps clients clarify their vision, articulate what makes them distinctive and transform experience into opportunity.
Brands Tracy has worked with
Bialetti · Blix · Coleman · Cuddl Duds · Cuisipro · EFT Universe · Fellowes · Good Cook · Grillmaster · High Hopes · HoMedics · International Housewares Association · Leo Burnett · Mr. Coffee · Snapware · Sunbeam · Teva · The Inspired Home · Thermos · Trudeau · Wings Credit Union and more
Founder testimonials
“As a client for almost three years, I can confidently say that my experience has been nothing short of exceptional. Tracy is truly in a league of her own! Her innate ability to innovate and think creatively sets her apart from anyone I have ever worked with. From the very beginning, Tracy has consistently exceeded my expectations, anticipating my needs and delivering outstanding results that align perfectly with my vision.”
“Tracy Glass is a skilled communicator. Tracy mines for insight, through careful listening. A strategic thinker, capable of connecting dots and furthering relationships while strengthening strategic connections in her trust based network. Tracy’s superpower is her character.”
“Tracy is a true partner in every sense of the word. … She is the real deal and her work for us drove results that led to stronger business and valuation for investors.”
“Tracy and I have been working together creating my brand vision. She propelled my ideas forward into action. Tracy is wonderful to work with. She is responsive and helped me cross the finish line like a true partner.”
Markets served
Consumer Products & Retail
Home, lifestyle, housewares and consumer goods
Health & Wellness
Wellness, fitness and healthy living
Financial & Professional Services
Financial, advisory and professional services
Education & Personal Development
Learning, leadership and personal growth
Experiences & Hospitality
Travel, leisure and lifestyle experiences
Associations & Social Impact
Membership and mission-driven organizations
Case studies
Stories of possibility.
The Healing Catalyst
Physician and Ayurveda expert built an internationally recognized platform of books, podcasts and speaking, bridging Eastern and Western medicine to help people live longer, healthier lives.
Visit The Healing CatalystThe Lagom Method
Former dentist, pro athlete and public health advocate built a brand ecosystem around the Swedish ethos of balanced living, with a book launch and a multi-tiered coaching platform.
Visit The Lagom MethodFirst Year Forward
Co-founders launched a Chicago-based nonprofit that turns divorce into a journey of personal growth and resilience through guided healing circles and an alumni community, now expanding nationwide.
Visit First Year ForwardJillian Eichel
Experienced professional turned founder, entrepreneur and podcast host, building a private practice and podcast series that guide people through meaningful personal and professional transformation.
Visit Jillian EichelNora Collective
Investor and entrepreneur founded an AI-powered platform advancing midlife women’s health to address a critical gap affecting millions of women facing elevated chronic disease risk during the hormonal midlife transition.
In developmentBegin with clarity.
A first conversation focuses on one question: what deserves your attention next?