Brand Do!

I first met Ian over a decade ago, when he was with Stuff magazine and I was marketing manager at Power98FM. We hit it off immediately! he was warm, witty, and had that spark you only see in people who are genuinely passionate about what they do. Fast forward to today, Ian is the co-founder of We Create Content, a thriving content agency based in Vietnam. He’s built a name for himself helping global brands like Netflix and Bundesliga find their voice in one of the most misunderstood markets in Asia.

From Journalist to Founder: A Brand Built on Curiosity and Courage

The first seeds of Ian’s personal brand were planted long before he became a business owner. It started when he landed in Hanoi’s Old Quarter as a young journalist. The noise, the chaos, the soul of the city—it was intoxicating. He didn’t just observe Vietnam; he immersed himself in it. That moment, 15 years ago, marked the beginning of what would become a long-term commitment to understanding, living, and eventually helping others navigate Vietnam.

It wasn’t just a move. It was a mindset shift—from outsider to advocate.

The Myth-Buster: Shaping Vietnam’s Story on the Global Stage

Ian’s breakout moment came with You Don’t Know Vietnam, a content series that turned assumptions about the country on their head. It wasn’t about war stories or postcard clichés—it was about hustle, ambition, and a generation rewriting Vietnam’s future.

His brand became synonymous with truth-telling and myth-busting—helping people see Vietnam as it really is: one of the youngest, fastest-moving countries in the world. That honesty, delivered through localised storytelling, became his signature style—and his differentiator.

Becoming “The Scout on the Ridge”: Trust as a Brand Strategy

Winning over global clients like Netflix wasn’t just about credentials—it was about credibility. Ian and his team didn’t position themselves as know-it-all experts. Instead, they framed themselves as collaborative partners, “scouts on the ridge,” as Netflix once put it—local guides who could see what’s ahead, translate the terrain, and help brands move with confidence.

In a market as complex and nuanced as Vietnam, trust became currency. Ian’s personal brand—transparent, respectful, and grounded in local truth—opened doors that would’ve otherwise stayed shut.

Adapting to Local Culture: Letting Go to Move Forward

What impressed me most was Ian’s self-awareness. Coming from structured work environments in London, Singapore, and Hong Kong, he initially found Vietnam’s fluid, often ambiguous work culture frustrating. But instead of forcing his way of doing things, he adapted.

That pivot—letting go of the need to control, staying calm when plans shifted—was crucial to earning respect. As Ian put it, “It’s hard to do business with someone you’ve lost face with.” His brand wasn’t just built on bold moves, but on humility and emotional intelligence

Grounded and Growing: What’s Next?

Today, Ian is preparing to open We Create Content’s Singapore office. He’s also getting married—a milestone that, he says, is helping him stay grounded amid the hustle. His goal is clear: to help global brands enter Vietnam with confidence, minus the fear of getting it wrong.

But what strikes me is that Ian’s not just building a business. He’s building a reputation—a personal brand anchored in empathy, cultural fluency, and real results.

Final Thoughts

In an age where personal brands are often over-curated and under-experienced, Ian’s story is a refreshing reminder of what it really takes: depth, patience, and the courage to show up as yourself—even when the environment feels unfamiliar.

He didn’t grow up in Vietnam. He didn’t have a roadmap. But he built a brand that speaks louder than geography. And that, to me, is the real power of personal branding.

Fun fact: Long before co-founding an agency or earning the trust of global brands, Ian made rap videos about his life in Vietnam. One of them went mega viral in 2012—clocking in around 6 million views before it was eventually taken down. As he tells it, it was probably the most unexpected brand-building exercise of his life.