Empowering Communities: Rae Evans on Brand Storytelling, Tech Leadership, and Giving Back

“Representation is key. How can someone aspire to be something they can’t see? That’s why inclusivity in leadership roles is so crucial in the tech industry, and in any industry, really.”
– Rae Evans

As the Brand Manager at Axiologik and a Board Member at WILD Digital, Rae Evans strives to make a positive impact through authentic storytelling, tech leadership, and community engagement. Recently recognised as one of Leeds and West Yorkshire’s Top 30 Under 30, Rae’s achievement reflects not only her individual success but also her commitment to uplifting others and contributing to her community’s growth. In her own words, she expresses gratitude for the support of mentors, colleagues, and organisations like Axiologik and WILD Digital, which have empowered her along her journey.

At Axiologik, Rae works to spearhead brand perspectives that resonate with audiences by prioritising authenticity, empathy, and connection. She understands the power of storytelling in building genuine relationships with customers and stakeholders. By weaving brand values into stories and leveraging various content channels, Rae ensures that Axiologik’s message is not just heard but deeply felt.

One of Rae’s core beliefs revolves around the importance of representation in leadership roles. She asks, “Representation is key. How can someone aspire to be something they can’t see?” This question underscores the critical need for diversity and inclusivity in leadership, particularly in the tech industry. Rae champions diversity not just as a buzzword but as a fundamental principle that drives innovation, creativity, and better decision-making.

Beyond her professional endeavors, Rae is deeply committed to giving back to her community. As a board member at WILD Digital, she advocates for diversity and representation in the tech industry, striving to create spaces where underrepresented groups feel empowered and included. Additionally, her involvement in initiatives like the Leeds Digital Ball charity reflects her dedication to bridging the digital divide and supporting underprivileged communities.

Here’s what Rae has to say.

TWB: Rae, congratulations on being named one of Leeds and West Yorkshire’s Top 30 under 30! Can you share with us what this recognition means to you and how it aligns with your professional journey?

RE: Thank you very much! It’s mind-blowing to be recognised among all of these inspiring and like-minded people. It’s a validation of the hard work, dedication and passion I’ve poured into my professional life over the last few years.

This is the first time it’s been recognised in Leeds, and it’s great to see all of the growing young talent being celebrated in a city that’s evolving and providing so many opportunities for others.

TWB: As the Brand Manager at Axiologik, you emphasise authentic storytelling through content creation. How do you approach crafting brand narratives that resonate with audiences in today’s digital landscape?

RE: Crafting brand narratives that resonate in today’s digital landscape is all about understanding our audience and speaking their language. At Axiologik, we prioritise authenticity and connection in everything we do.

First off, it’s crucial to really know who we’re talking to. We dive deep into understanding our target audience—their interests, their pain points, and what makes them tick. This helps us create content that truly speaks to them and keeps them engaged.

Consistency is key. We maintain a consistent brand tone across all our content channels, whether it’s our website, social media, or email newsletters. This helps build trust and familiarity with our audience.

But it’s not just about consistency—it’s about being real. Authenticity builds genuine connections with our audience and sets us apart in a crowded digital space.

Our brand values are at the core of everything we do. We weave them into our narratives, showing our audience what we stand for and why it matters. This creates a deeper emotional connection and builds loyalty over time.

In today’s digital world, it’s not enough to just push out content—we have to get creative. We love experimenting with interactive content, hosting events, and even launching podcasts to keep our audience engaged and coming back for more.

TWB: You’ve been actively involved in initiatives such as the Leeds Digital Ball charity, which aims to tackle the digital divide and support underprivileged communities. What inspired your passion for giving back, and how do you incorporate philanthropy into your professional endeavours?

RE: I’ve always been passionate about the power of technology and the opportunities it brings. But I also recognise that not everyone has equal access to these opportunities. That’s why initiatives like the Leeds Digital Ball charity, which aims to tackle the digital divide and support underprivileged communities, resonate so deeply with me.

My passion for giving back stems from a belief in the transformative impact of digital inclusion. I’ve seen firsthand how access to technology can open doors, create opportunities, and empower individuals to reach their full potential. It’s not just about levelling the playing field—it’s about ensuring that everyone, especially those in minority communities, has the tools they need to thrive in today’s digital world.

Recognised as a Leeds and West Yorkshire’s Top 30 under 30, Rae Evans is also the Brand Manager at Axiologik and a Board Member at WILD Digital. (Photo credit: Rae Evans)

TWB: As a board member at WILD Digital, you advocate for diversity and representation in the tech industry. Could you share your thoughts on the importance of inclusivity in leadership roles and the steps needed to foster a more diverse workforce?

RE: Representation is key. How can someone aspire to be something they can’t see? That’s why inclusivity in leadership roles is so crucial in the tech industry, and in any industry, really.

When leadership teams reflect the diversity of the communities they serve, it brings different perspectives to the table. It fosters innovation, creativity, and better decision-making. Plus, it sends a powerful message to underrepresented groups that they belong and have a place at the table.

To foster a more diverse workforce, we need to start by breaking down barriers to entry. This means creating inclusive hiring practices, providing mentorship and support for underrepresented groups, and actively seeking out diverse talent.

TWB: Building a personal brand is a topic you often comment on. What advice do you have for individuals looking to establish and cultivate their personal brand, especially in competitive fields like marketing and technology?

RE: First and foremost, stay authentic and consistent. Your personal brand should reflect who you truly are and what you stand for. Authenticity builds trust and credibility, which are essential in any field.

Next, figure out what makes you unique. What are your unique selling points (USPs)? What do you bring to the table that sets you apart from others? Once you’ve identified your strengths and what you want to be known for, focus on amplifying those aspects of your personal brand.

Again, consistency is key. Whether it’s your online presence, your interactions with others, or the content you produce, make sure it all aligns with your personal brand.

TWB: Looking ahead, what are your aspirations for the future, both personally and professionally? How do you envision continuing your advocacy for diversity, community engagement, and tech leadership?

RE: I’m incredibly excited about the opportunities for growth and impact, both personally and professionally. On the professional front, I’m committed to continuing my work with WILD driving forward thought-provoking engagement events that spark conversation and give others a voice. I believe that by creating spaces for dialogue and collaboration, we can inspire positive change and foster a more inclusive tech industry.

Additionally, I’m dedicated to further developing my own skills and leadership abilities. That’s why I’m currently enrolled in the LEAP leadership course alongside my fellow 30 under 30 winners. I see this as a valuable opportunity to not only enhance my professional capabilities but also to connect with and learn from other rising leaders in the field.

Networking has been instrumental in my journey so far, so I want to continue expanding my network, cultivating strong relationships with individuals who can offer support, advice, and empowerment.

On a personal level, I’m passionate about continuing to advocate for diversity, community engagement, and tech leadership. These causes are important to me and I’m determined to make a positive impact and contribute to building a more inclusive future for all.

TWB: Finally, what advice would you give to young professionals who aspire to follow in your footsteps and make a positive impact in their communities and industries?

RE: My advice to young professionals aspiring to make a positive impact in their communities and industries is to embrace the notion that failure is an inherent aspect of the journey toward mastery.

It’s easy to get discouraged by setbacks and failures, but it’s important to remember that they’re just part of the process. Instead of letting them dishearten your ambitions, use them as opportunities for growth and learning. Every setback is a chance to reassess, refine, and come back stronger than before. ⭐

(Cover photo credit: Rae Evans)

“Your personal brand should reflect who you truly are and what you stand for.”
– Rae Evans

Useful Links

Catch Rae Evans and her work through the following links:

Share Your Insights

We want to hear from you! After reading Rae Evans’ inspiring interview, share your thoughts and insights by commenting below. Here are questions to get you started:

What aspect of Rae’s journey resonated with you the most, and why?
How do you believe authenticity plays a role in effective brand storytelling?
In what ways can we foster greater diversity and inclusion in leadership roles within the tech industry?

Your perspectives are valuable in driving meaningful discussions and shaping a more inclusive and empowered future. Let’s engage and inspire each other to make a positive impact!

July 2024 marked a special milestone at The World’s Best Magazine as we proudly declare it as our Diversity, Resilience, and Inclusion Month. Throughout the month – and moving forward – we officially dedicate a special series of posts in our platform to celebrating the richness of diversity, the strength of resilience, and the power of inclusion.

Join us as we spotlight stories that showcase the myriad facets of diversity, from cultural heritage to individual identities. Through our features, we aim to amplify voices that demonstrate resilience in the face of adversity, inspiring others to persevere and thrive.

Moreover, we pledge to champion inclusion in all aspects of our work, ensuring that every story, perspective, and experience is welcomed and valued. By embracing diversity, resilience, and inclusion, we strive to foster a more equitable and compassionate world.

Let’s come together to honor the beauty of our differences, celebrate the triumphs of the human spirit, and reaffirm our commitment to building a society where everyone is seen, heard, and valued.