FLUENCE is an American-based branding firm with a global reach and expertise.

We help both organizations and individuals create brands that spark the magic of emotional connection so to realize a new future for their business, their product or their people, and oftentimes for all the above.




We are a California-based branding consultancy called Fluence

This name reflects our difference because it is, and we are, all about “flow” and “magic.”


Specifically, we create creative ideas that are driven by rigorous analysis to positively impact our clients’ businesses,

and we design and orchestrate world-class brand experiences that flow seamlessly and coherently across channels, touchpoints, platforms, and borders.

We do this by bringing together a global perspective, local expertise, and individual focus. 

This allows us to spark the magic of connection—establishing relevance, creating inspiration, building understanding, and forging relationships—all to drive the success of our clients.

Meet Ramel Kabbani, Fluence's founder and chief executive.


  • Market audit, brand assessment and competitive benchmarking

  • Brand and experience analysis and evaluation

  • Ethnography, internal/external stakeholder interviews, driver analysis, segmentation, voice of  the customer, employee commitment

  • Performance analytics

  • Visual identity, asset development, communications design

  • Verbal identity – brand voice, brand narrative, storytelling, messaging and tagline development, value proposition, elevator pitch, copywriting

  • Naming – brand name development, nomenclature system, taxonomy

  • Brand essence, attributes and purpose

  • Positioning and value proposition

  • Brand architecture and portfolio strategy

  • Business definition, business strategy, vision, business rationalization

  • Experience strategy

  • Digital strategy

  • Market access and market penetration consultation

  • Localisation 

  • Business consultation

  • Customer journey mapping

  • Innovation development, consultation and co-creation

  • Scenario planning

  • Culture definition and transformation – values/beliefs, protocols/markers/rituals, alignment and integration workshops, employee engagement and training

  • Brand migration and implementation

  • Brand actuation – marketing planning, go-to-market and communications strategy, development and implementation (digital and traditional)

  • Employer brand development and implementation

  • Thought leadership

  • Brand experience design and implementation



“Magic” and “flow” are more than just definitions of Fluence, these ideas also define our approach to work and pledge to our clients. Being Fluence means that we are not done with our work until we have created magic and flow of ideas and solutions that spark powerful emotional connections with both our clients and their audiences.


With new competition able to emerge from almost any industry, start-up or geography, success requires more than ever before a conviction that “good enough” never is, a commitment to always go the extra mile, and a refusal to ever settle for the expected or routine. 


We understand that when you work with us, you need a solution in the marketplace now because opportunities can be fleeting and problems can compound quickly. So we reject the six-month research and strategy development timelines and 200-slide presentations that are characteristic of our industry.


Our approach enables us to cut to the chase and get to the heart of the matter quickly and efficiently—to deliver creative solutions that are grounded in insight and crafted with elegance to make a positive impact when it matters to your business.

Magic is the standard we live by. It’s what we work for. It’s what makes us Fluence.


A think piece

Beyond logo dismantling: 

How brands need to behave in the era of COVID-19

and beyond