Johannes Floor - Brand Strategist at Ethos Brands of Distinction

Strategist and Creative Developer

Johannes (Joe) is a brand strategist and business clarity advisor who helps businesses rediscover their purpose and position themselves for growth. With a background in operations and project management, he understands firsthand how easy it is for business leaders to get lost in the day-to-day and lose sight of the bigger picture.

At Ethos — Brands of Distinction, Joe works closely with founders and executives to uncover their brand’s core identity and develop positioning strategies that align teams, attract ideal clients, and drive long-term success. He leads brand clarity sessions that go beyond surface-level messaging, helping businesses articulate what truly sets them apart.

Joe believes that clarity is the foundation of effective branding. Through clear frameworks and strategic thinking, he empowers businesses to make confident decisions, stand out in competitive markets, and build brands that are not just seen but remembered.