Motto®’s Ashleigh Hansberger on why brand should be a leadership tool, not just a marketing function

2025 marks Motto®’s 20th anniversary. In these two decades, Motto®’s experience in branding, strategy, and creative leadership has provided them with unparalleled insights into what makes brands truly resonate. Along the way, Co-founders Ashleigh Hansberger and Sunny Bonnell have cultivated a wealth of knowledge, supported by the duo’s career as team leaders and big idea people, collaborating with 900+ clients in the tech and innovation space, including names such as Google, Microsoft, Klaviyo, Colliers, Goodnotes, Andela, Impel, Aptos, and Ivo. Hansberger speaks with us at a pivotal moment in the industry and shares her perspective on what companies should do to make their brand ready for the future. The key focus? Brand as a leadership tool. PT: Hi Ashleigh, how’s everything at Motto®? AH: We’re almost halfway through the year, and I’m incredibly proud of what our team has achieved so far. This year we’re celebrating Motto®’s 20th birthday, and yet it feels like we’re just getting started. We set some ambitious strategic goals for 2025, and we’re successfully tracking against them. The team is energised, locked in, and pushing themselves and each other to meet the demands of the future. It’s an exciting time for us.