serial entrepreneur.
brand strategist.
Sasha
Tan
I turn brands
into systems that scale
Recognition along the way
who am I
Designer by training.
Entrepreneur by practice.
I’ve always been fascinated by
what moves people –
The psychology.
The possibility.
The patterns inside chaos.
That curiosity
(& abit of underdog rebellion)
led me to become…
A serial brand builder :
I built again & again / 3x founder, 7x founding team member
Survived a full ride / idea → exit (as a solo founder)
Helped shape / over US$400M+ in brand value (mostly from scratch)
A serial brand builder:
I built again & again /
3x founder &
7x founding team member
Survived a full ride /
idea → exit
(as a solo founder)
Helped shape /
over US$400M+ in brand value
(mostly from scratch)
what I do now
I know the other side too well:
the late nights, the scary pivots,
the “am I even getting anywhere?”.
And learned the hard way that,
hustle alone doesn’t get you there.
That’s why I started The Brand Shaper,
to help founders hustle smarter, not harder.
I fuse the art of psychology and design
with the science of systems and ROI –
To shape how people see, feel, and choose;
and make brand a system that sticks, sells and scales.
what’s my why
and the journey behind it
I thought I’d found my passion when I discovered design.
Graphic Design Graduate
But the more I worked with big brands, the more I felt stuck.
IÂ was designing,
but I wasn’t building impact.
It was… frustrating.
So at 21, I ventured out to start my 1st business.
Ice Candy Shop - Bugis Street, Singapore
One venture led to another.
I became a 3x founder, joined 7 founding teams.
- raised US$95mil
- exited
- raised US$39mil
- exited
In 2022, I exited my tech startup.
I thought:
"I'm a builder,
so I’ll just keep building more, right?”
Another venture (tried FMCG this time)
- C.riously
But then something shifted,
founders stopped asking what I was building next.
They started asking how I made brands work.
Not just how they looked–
but how they made people want, trust, and buy.
That’s when it hit me–
I wasn’t obsessed with owning brands?
I was obsessed with shaping brands to win!
So I dropped the ego of being “the founder / the owner”,
and embraced what I’m truly passionate about.
From vision holder
→ supporter
I mapped out the patterns I’d seen
(and battle-tested across millions in funding and 10+ builds)
and turned it into a system founders could use
to shape their brands into growth engines.
Now, it’s a win-win.
Founders get brands that perform.
I get to do what I’m best at and fulfills me!
Brand Perception System
how I think
practical brand tips & truths
Ranked:
Top #1 Branding & Positioning Linkedin Influencer
Top #2 Sales & Marketing Linkedin Influencer
(Malaysia 2024)
where I
speak and mentor
TEDx
Early Stage Startup Fest
SheCommerce
Astro TV
Sirius- Acclerator
Sin Chew Press
Taylor's University
Aldo
I Hate Networking Conference
Mentoring at:
