FOUNDER Story
Lucie NAVARO
Founder of Signature Branding Agency
Branding Strategist & Business Coach
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I was never one to fit into a mold. At seven, I was sketching fashion designs with technical instructions, blending creativity with precision. Girly, outspoken, and excited to be front row. At ten, I found myself interpreting for an entire group on my first solo trip abroad. At fourteen, I bloomed in France. Despite being a girl from the East, I was praised for my style and how I carried myself. I belonged before I even spoke the language.
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A born sense for Branding
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Wherever I went, I brought more than confidence. I’d say I brought clarity. A natural sense of discovering things, presenting things, and bringing what’s important forward. I’ve always had a radar for misalignment. For that feeling of something’s off—and an instinct to fill that space, elevate it, or give it voice. Before I ever heard the word Branding, I was already living it: in the way I dressed, how I adapted to authority or read a room. In ways I knew without knowing. Looking back on those early, non-professional years, I was already a manager, a networker, a Branding mind in the making.
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Life kept pointing me to France
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And life noticed. Long before I did. It kept pointing me to France, a country, culture, and a vibe I still draw from to this day. At twenty-one, I won a scholarship to study there, without speaking French, and without even applying. I had only come along to support a friend at his interview but once I stepped into the room, the board invited me to try as well. Why not, right? That spontaneous, “just for fun” interview scored me a spot. My presence spoke louder than my (at the time nonexistent) French.
Building a big Business
straight out of school
Four years later, I was sitting in meetings with retail giants, pitching French wines to an untapped Czech market. From a humble corner we called an office, I called Tesco every Tuesday for six months until they finally gave me a meeting. I walked in without samples (we had sold them all that week!) but with a story. And that story, because I bet on what was true, worked.
Soon, our wines lined the shelves of Carrefour and Delvita, each bottle wrapped in custom branding and storytelling I designed to make them stand out. Over the years, we grew from nothing to filling truckloads with sparkling liquor, ultimately becoming the exclusive representative of Champagne Laurent Perrier—the supplier to the British Royal Court.
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The fall… and the quest
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But co-founding a business with someone you love can bite you back. After years of building Vins Le Bourgin from the ground up, I had to step away– no safety net, just my bare hands and my dignity. The company lives on, successfully. But my chapter in it had closed.
Starting over wasn’t glamorous. I said yes to the work: long hours, behind-the-scenes roles in gastronomy, hospitality, and corporate strategy. I moved quietly between business and branding, sharpening positioning, refining sales, helping companies transform from the inside out. Outside of work, I did the same for myself. I walked one Camino after another across Spain and Portugal, searching for depth and substance rather than another front-row seat. But life has a way of calling us back.
What looked like being lost
was actually being found
No matter what I learned, whether in business or on my personal journey, the word spread. People lined up, wanting to hear and learn from me. I found myself leading workshops on everything from business constellations to Tao, guiding audiences far beyond my inner circle.
And slowly, I realized something: What I once mistook for being lost was actually the process of finding my way back to myself, to my signature power. It’s when we’re forced to look deep, strip away the noise and reconnect with our real why that we become the clearest version of ourselves. And that’s something that goes deeper than “authenticity.”
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Why is being aligned to yourself more than being “authentic.”
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Even now, in the golden era of personal branding, when everything is marketed as “authentic,” I see how much work is still to be done. Too often, authenticity means looking and acting trendy. We are still curating an image, however “authentic”, but trying to fit in a template rather than embracing our essence.
Let me tell you something. Have you ever held a real pearl next to a fake one? Even without training, you can tell the difference. The real one carries a kind of effortless imperfection—that’s what makes it rare. And valuable. The French call it je ne sais quoi, that “I don’t know what” you can’t quite name, but instantly feel. It’s the opposite of the American smile: far from polished but raw and undeniable.
That's WHY
I created Signature Branding
Agency.
A company empowering executives and entrepreneurs to feel and showcase their true presence strategically, we don’t just help you find your signature. We help you use it to grow your business.
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Signature Branding goes deeper than authentic pictures and words that sound like you. We bring out your true why and weave it into everything, from your visuals and tone of voice to your business model, pricing, even the scent of your office or the energy you leave behind after a handshake. That’s all Signature. And it should all speak the same truth.
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Signature Branding isn’t just branding. It’s a rebirth of a new identity and as such, we hold space for you, guiding you as you bridge the gap between who you’ve been and who you’re becoming. Our work isn’t done until your image and your insides feel 100% aligned.
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Good branding can help you look the part.
Signature Branding helps you become it.
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We help bring the true pearl forward. It’s a change that stays with you when no one is looking. It becomes your identity, a compass for future decisions.
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When you discover your Signature Branding, you become free from chasing trends. You stay relevant ten, twenty, thirty years from now—because your core never goes out of style.