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

I give your company one direction, align what you offer to it and build everything visible that carries it. Then I hold it, so it doesn’t fall apart.

1. Direction

Defining the central idea that holds the company together — and using it as a filter for every decision that follows.
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. This might mean shaping a service portfolio, developing events and memberships for a community, or curating the assortment and showroom experience of a retail brand.
3. What’s visible

Bringing the direction to life through identity, content and experiences. Making sure the company looks, sounds and communicates as clearly as it operates.

What I don’t touch: operations, people, finance, logistics. Running the business stays with you.

Process

01 Free meeting

90 minutes

I come to you, not the other way round. The space tells me as much as the conversation does. No deck, no brief. I’m listening for what’s actually going on, and what hasn’t changed this past year.
02 One page

The next day

Within a day, you get one page: what I saw, the direction I’d hold, what I’d build in the first three months, and what it costs.
03 Three months

I name the direction, rework the offer around it, and get the first visible pieces out: a new look, maybe a new name. There’s a natural stopping point at the end, and you know that going in.
04 The next chapter

If it’s working, I stay on as an external partner. Once a month, we meet on direction and decisions; between that, I build: content, partnerships, physical space where it’s part of the picture.

What you get

1. One direction

One sentence that says what your company is, and you, your people and your website say it the same way. Nobody outside has to guess what you do.
2. An offer that fits it

What you sell, to whom and in what form, sorted by that direction: what stays, what ends, what is added. You stop selling everything to everyone.
3. A company that looks like it

Identity, content and events that carry the direction, so a customer, a supplier or a new hire meets the same company everywhere.
4. Someone who holds it

Once a month we sit down on direction and decisions; in between, I build. The direction keeps its shape while you run the business.

Projects

Nearly twenty years of relationships and know-how made visible.
TOPSEARCH
- Public voice
- Founder authority
- Inbound leads
- Career-moment trust
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

Humanity, discretion and professionalism. Not anonymous recruitment but understanding people and companies.

What it set in motion

A public voice that now carries as much weight as twenty years of referrals did. 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.
A passion project in a drawer. Built into a brand with a home of its own.
TRAUDIE’S
- Naming
- Eight brands
- Showroom + e-shop
- An identity of its own
Building the identity of a family retail brand from the name up — a project that had never been more than one brand under a placeholder.
traudies.com
Starting point

A passion project sitting in a drawer without even a name of its own — a retail project presenting a single brand under a placeholder, with no real identity behind it.

The clear line

Craftsmanship and permanence. Not trend-driven design, but a name and a home that both last.

What it set in motion

An identity built from the name itself, and the credibility suppliers and customers both recognised. What once presented one brand now curates eight, backed by a physical showroom and its own online store. A brand competing on its own terms.
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.
Starting point

An ordinary shooting range, indistinguishable from competitors, forced to rebuild after an unexpected relocation.

The clear line

Respect for weapons, precision in training. A trained shooter is a safe shooter, not adrenaline for its own sake.

What it set in motion

A brand with a focus on discipline that started building a base of regular clients who come back to actually train. That same credibility opened the door to hosting business events, where the range itself became the pitch for what disciplined practice looks like.

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.
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 (footver, and beyond). The caps made it onto kwn’s US tour.
FLOWERTALE

A florist, on her own terms.

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