About Sim, CEO + Founder
I’ve always been obsessed with understanding people — how they think, feel, and express who they are beneath the surface.
Psychology gave me the language for that.
Design gave me a way to bring it to life.
After getting degrees in Psychology, Digital Studies & Design Strategy from UW-Madison, I worked across nonprofits, media, and agencies (including brands like Nature Made Vitamins!)
But one thing became clear: my best and favorite work lives where psychology and
expressive design meet.
That’s how Branded by Sim (formerly, Heart & Mind Business Coaching) was born.
Today, I specialize in translating personality, energy, & vision into aligned
branding + websites for personal brands and heart-led small businesses.
For the bold, colorful women who were born to stand out.
Because, we believe that a business can only be sustainable when you can
actually be yourself.
my world...
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Family + friends
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Dog mom (yes, I am THAT girl)
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Human Design + Astrology nerd
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Coffee addict!!! (yes, half of it's creamer)
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Romantasy 4ever!!
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Travel-OBSESSED (Greece is next on the list!)
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Will buy anything Valentine's aesthetic
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ALWAYS binging a TV show (recs needed!)
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Anti-hustle culture & bro marketing
Mission
To reflect women's authentic energy and personality into a brand and website so they can be themselves in their business.
Vision
A world where heart-led women let go of hustle culture and feel empowered to build a business and brand that truly reflects their personality.
CORE VaLUES
Empowered Femininity
We believe women can do business differently. Heart-led, aligned with our energy and without the hustle culture. We will NEVER endorse marketing or branding tactics that prioritize hustle over aligned action.
True Authenticity
Who we are is exactly what makes our brand unique. Authenticity allows for a long-term and sustainable business, because we can actually be ourselves.
Alignment
Acting in alignment with our values and personality is essential when building brands. We make sure every piece is intentional and FEELS as good as it looks.
Heart-Led Integrity
Your business and brand are a part of you, and we know it's a big decision. We bring integrity in every project and will never sacrifice intentionality and detail for a quick sale.