Lately, as I have been reflecting on what I want to do next, I have found myself thinking a lot about branding.
Not just about positioning, storytelling or reputation, but about something I believe is just as important: the people who bring a brand to life.
And that reflection takes me back to December 2014, when I was interviewing for a role at Houzz.
Seven interviews. And now the CEO?!
After seven rounds of interviews, I was told the next one would be with Adi Tatarko, Houzz's CEO and co-founder.
Wait, what? Me? Interviewing with the CEO?
I was incredibly nervous. Why would the CEO of a fast-growing company want to interview someone joining the team in Spain?
But there I was, telling myself to just keep smiling...
At one point, I asked her: "What do you like most about working at Houzz?"
Her answer was simple.
"The people."
Her face lit up as she started talking about the people she worked with every day, how much she enjoyed being around them and how they challenged her.
Her enthusiasm was so contagious that, by the end of the interview, all I wanted was to become a Houzzer.
A few days later, on December 22, I received the call offering me the job. It was the day of the Spanish Christmas lottery, and I remember thinking I had won the jackpot.
Looking back, I think I really had.
You can't fake genuine enthusiasm
I spent the next nine years helping build Houzz internationally, starting from scratch in Spain. People used to joke that I had green blood. Pantone 2287 U, to be precise. Always on brand! 💚
And perhaps they were right.
I loved what we were building. I believed in the product, the community, the people and what we were trying to achieve.
And when you genuinely believe in something, it shows.
You look for opportunities, come up with ideas, find solutions and celebrate every little achievement. Not because someone tells you to, but because you want to see it succeed.
I remember talking to home professionals about Houzz, and sometimes my enthusiasm alone was enough to convince them to give it a try. They could tell I genuinely believed in what I was telling them.
That is something no brand guidelines or marketing campaign can replicate.
And enthusiasm spreads internally, too. When you genuinely enjoy what you do, that energy can inspire colleagues to contribute ideas, take initiative and push boundaries.
Of course, people also need trust, support and leaders who listen. But when those things come together, something special happens.
A brand is only as strong as the people behind it
Looking back, I understand why Adi wanted to personally interview everyone joining Houzz, even as the company expanded internationally.
You can scale a business, but maintaining the connection between its purpose, its people and its culture takes real effort.
It is not about hiring people who all think alike. Different perspectives and experiences make companies stronger. But there is a difference between understanding a company's purpose and genuinely feeling connected to it.
You can have the best brand strategy, a beautiful visual identity and perfectly crafted messaging. But ultimately, people experience your brand through the people representing it.
Through how they treat customers, collaborate with colleagues, solve problems and make decisions.
Your people don't just represent your brand. They help define what it means.
And leaders play an enormous role in creating an environment where people want to give their best.
Some companies never really leave you
Saying goodbye to Houzz was one of the hardest moments of my career.
After nine years, I wasn't simply leaving a job. I was saying goodbye to something I had helped build from the ground up, alongside people who had become friends, mentors and family.
In many ways, I felt like I was leaving a part of myself behind.
But even today, I continue to cheer for Houzz from the outside. I celebrate its successes and feel incredibly proud of what we built together.
Of course, I have also experienced restructurings and layoffs. I know that caring deeply about a company doesn't mean it belongs to you, or that your commitment will always be reciprocated.
And I don't believe giving your best should mean sacrificing your personal life or wellbeing.
But I don't think the answer is to stop caring.
Quite the opposite.
There is something incredibly rewarding about being part of something you genuinely believe in, surrounded by people who make you better.
It always comes back to people
More than a decade later, I still remember Adi's answer.
Not because it was particularly sophisticated or strategic.
But because she meant it.
Her enthusiasm made me want to join Houzz. Over the following nine years, I experienced that same feeling with countless colleagues, and I hope I passed a little of it on to the people I worked with.
And that is perhaps my biggest reflection on branding.
The strongest brands aren't simply built by great strategies, products or campaigns. They are built by people who genuinely care about what they are creating, and by leaders who give them a reason to.
Because when people believe in what they are building, that feeling spreads. Through teams, through cultures and ultimately through every interaction someone has with the brand.
And sometimes, the connection becomes so strong that even when you leave, a little part of that brand stays with you.
Just as a little part of you stays behind.