The Hidden Power Within Your Business


Kotodama in Japanese means the spirit or essence of a word.

Words and concepts, much like people, have inner worlds of their own.

Much like Kotodama, your brand too has an inner spirit, a resonance that can either build a lasting legacy or limit your potential.

The Brand Within Your Brand

While a cool logo and a well-designed website can catch the eye, they barely scratch the surface.

Visuals might get you noticed, but what truly earns you a place in people’s hearts is your brand’s inner essence: your brand promise and culture.

When we talk about the ‘Brand within the Brand,’ I’m talking about the aspects of your brand that are invisible but immensely powerful — the spirit, the heart of your brand.

It’s what sets you apart from competitors and what keeps you going despite obstacles in a profound way. It’s Kotodama.

It’s not what the world sees on the surface but your spirit, what happens when they engage with you, buy from you, and trust you.

Have you paused to listen to the Kotodama, the spirit, of your brand?

How does it want to express itself in the world?

Your answer could very well be the key to a legacy built on trust and deep-rooted connection.

While visual branding catches the eye, the “Brand within the Brand” captures the heart and soul. It’s what truly makes you memorable and creates lasting relationships with your customers. As you build or evolve your brand, think beyond the surface to the spirit or “Kotodama” that defines you.

With warmth and respect,

The Hidden Power Within Your Business quotes 1

Female Founders Mentorship Circle

Female founder mentorship program

Are you tired of feeling like you’ve created a job for yourself instead of building a thriving business?

Do you dream of achieving the freedom and flexibility that comes with being your own boss while also juggling personal and family commitments?


The Hidden Power Within Your Business podcast

Adriana Usvat is a well-known figure in the business world as the founder and managing partner of FLC Group. With her vast knowledge and expertise, Usvat has played a key role in the growth and success of the company.

Moreover, FLC Group is a marketing services agency focusing on consumer engagement and experiential marketing with four business verticals: shopper marketing and brand activations, events and exhibitions, social media and influencer management, and production and model management.