every other strategist stops.
Susan Hay.
20 years. 10,000+ founders. One methodology that starts where
She is the founder of Dame & Heart and the creator of the Brand Influence Codex — a four-quadrant brand positioning methodology used by conscious founders to build brands people feel, not just recognize. Her philosophy, Peaceful Profits, is built on a simple premise: financial success and nervous-system health are not opposites. They’re the same architecture.
Susan Hay, known to her clients as Suz, is a business and brand strategist for founders who have already proven they can build something. She built a beauty brand across multiple locations to $9 million in revenue, starting from zero business experience and zero clients, and sold it. Within six months of launching her mentorship business she had already crossed six figures. She has since worked with 10,000+ founders through her programs, retreats, and the top-charted podcast Turn the Volume Up.
The receipts aren’t borrowed.
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“She had more money than she'd ever had. She felt the poorest she'd ever felt in her life.”
Suz spent 11 years building a beauty brand across multiple locations to $9 million in revenue.
how she got here.
When she sold, the exit looked like everything she'd worked for. A new house. Investment properties. More in the bank than she'd ever seen. What it felt like was a reckoning. Two cross-country moves in one year, leaving Colorado, landing in Georgia, ultimately finding her way back to the mountains she should never have left, before she understood what she'd been chasing in every revenue milestone: herself.
If you've built something real and it still doesn't feel like yours, that's not a strategy problem.
She white-knuckled through walkouts, 80-hour weeks, and the particular exhaustion of building something beautiful that she could never quite feel proud of. Every revenue milestone was supposed to be the one that finally made it worth it. None of them were.
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Peaceful profits stopped being something in a bank account and became something that rippled from within. That is the methodology. That is why the Brand Influence Codex begins where it does: not with tactics, but with the founder. Because the block in the business is almost always the belief in the founder.
Clear that, and the strategy becomes obvious.
SHE DIDN'T JUST RECOVER
She became the medicine.
Suz reads that before she touches anything else. Then she builds, brand, offer, positioning, business model, from what's actually true about the founder. Not from a template. Not from a tactic. From the inside out, in the right order, because that is the only sequence that doesn't require you to keep rebuilding.
Most strategists work at the strategy layer only. Most coaches who do inner work stay there and never touch the business. Suz works at all three layers simultaneously: identity, strategy, and the energetic state the founder is transmitting whether she knows it or not. Because strategy without identity stagnates. And identity without someone who can build the business around it stays invisible.
The business problem you think you have is almost never the real one. The real one is underneath it. In the belief running the decision. In the identity that built the business at a different chapter of your life and hasn't caught up to who you are now.
The work before the work.
6 months. 4 clients. Application only.
Your AI brand thinking partner, built on the Brand Influence Codex. Lumis excavates all four quadrants of who you are–your mastery, your essence, your origin, your genius–and delivers a complete sphere of influence blueprint plus a personalized 30-day content plan.
Lumis
ai ∙ your brand & soul excavation partner ∙ $127
A 5-minute diagnostic that tells you exactly where your revenue has flatlined and which quadrant of your Brand Influence Codex is the gap. Every result delivers a Sphere Signal — your specific, personalized next step.
the Revenue Autopsy
free
A 90-day live group mentorship for founders ready to build, package, and monetize their expertise. You arrive with your Lumis blueprint in hand. You leave with a complete Brand Influence Codex ecosystem - identity, positioning, voice, visuals, and other architecture.
the Brand & Business Accelerator
$4,444 · runs twice yearly
The reason a session with Suz produces results that other strategists cannot explain is because she works at all three layers at once: identity, strategy, and the energetic state the founder is operating from. That depth is built on 25 years of experience across brick-and-mortar, e-commerce, online business, and real estate, and formal training in the following. This is not a footnote to the methodology. It is the methodology.
This is not a footnote to the methodology.
REIKI — somatic awareness and energetic presence as tools for business clarity
NEURO-Linguistic Programming (NLP) — belief patterns and how the mind builds identity
ENERGETIC COHERENCE — the state you are operating from and the results it is quietly creating
GENE KEYS — innate gifts and genius as strategic assets
HUMAN DESIGN — your energetic blueprint as a strategic business asset
The Brand Influence Codex is a four-quadrant brand positioning methodology that integrates all four: Mastery & Credibility, Essence & Humanity, Origin Story & Lived Wisdom, and Unfair Advantage & Genius. When all four quadrants are fully activated, the brand doesn’t just communicate — it resonates. Not with everyone. With exactly the right people.
After two decades in business, Suz identified the same pattern in every founder who felt stuck: they were building from a fraction of themselves. Mastery without humanity. Origin story without strategy. Genius with no language to describe it. The Brand Influence Codex is the full ecosystem built to change that. Your Sphere of Influence sits at the center of it. Without it you have a repeatable brand. With it you become a category of one.
Why the Brand Influence Codex.
Explore the Brand Influence Codex →
This is the part of you that you have been editing out to stay palatable. The anomaly that makes you magnetic. The paradox that people cannot quite name but cannot stop following. When this quadrant is activated alongside Mastery and Credibility, something shifts. People are drawn to you and they cannot explain why. That is not luck. That is the Magnetism Equation, and it is built from being so comfortable with your full truth that the right people feel it before you say a word.
Essence & Humanity
This is everything you have walked through that made you the medicine. The initiations. The calls you answered. The pain you turned into perspective. Most founders keep this quadrant private because they do not see it as a business asset. It is the most irreplaceable one you have. When your origin story is fully activated, it creates a layer of conviction that cannot be manufactured, imitated, or out-strategized by a competitor. People feel the difference between someone who learned something and someone who became it.
Origin Story & Lived Wisdom
This is what you do so naturally that you have stopped seeing it as valuable. The thing that comes easily to you and therefore, by the conditioning most of us carry, feels like it should cost less. Your Unfair Advantage is the quadrant that makes pricing a non-issue for the right buyer because there is simply no one else to compare you to. When Origin Story and Unfair Advantage activate together, they create what Susan calls the Luminosity Effect: a depth of conviction that transfers outward and breaks through any hesitation around visibility. People do not just trust you. They follow you.
Unfair Advantage & Genius
This is your earned proof. The time logged, the clients served, the results delivered, the credentials built. Not borrowed authority. Not aspirational positioning. The actual receipts. Mastery and Credibility is the quadrant that makes your expertise visible and positions it to attract buyers who are not shopping on price, because there is no one with your specific combination of proof and experience to compare you to.
Mastery & Credibility
That instinct, follow aliveness, always, is still the core of everything I build and everything I teach. I'm based in Colorado with my two boys. Put me outside and I'm home, lost in the mountains, wandering a beach, or somewhere in between. When I'm not working I'm creating art, drumming, doing Reiki on myself, or building the perfect soundtrack for whatever season of life I'm in. Music is how I process everything. I'm a Leo-energy introvert, which is exactly the paradox it sounds like. I read a room like an x-ray machine and then go home to be quietly alone with my people. I believe the algorithm of energy is real and that it outperforms every posting schedule I've ever tried. I will also absolutely show you a color-coded revenue model before the session is over.
