About Doteworks: helping founders build brands that matter

Our purpose

To help founders and entrepreneurs discover the heart of their brand, so they can lead with clarity, confidence, and purpose.

What's in the name?

Hello and welcome to this space! I've named my company Doteworks because the word holds something I believe in.

To dote is to care with intention. To tend, to pay attention. That’s how I work with founders—and how I think we should relate to the businesses we build. Not just as vehicles for growth, but as something we’ve poured time, heart, and meaning into. Something worth slowing down for.

A name doesn’t build a brand. But it can hold the seed of what matters. Doteworks is mine. And I’m quietly proud of it.

I’ve been using my own clarity process to shape this brand—asking myself the same questions I ask others. It’s been grounding, surprising, and emotional in ways I didn’t expect.

Even the design is personal. The logo is based on an onion—layered, imperfect, real. It comes from our wedding day, when we were told: when things feel flat and boring, keep unwrapping. Keep discovering. That’s where the heart is. Yes, onions can make you cry but they also bring out the flavour.

And Dote also happens to be the last four letters of my maiden name.

Welcome to dote on your brand.

Antonella Strömberg, Founder and Owner

Connect with me

Seen, heard, understood - here's what founders have said after going through the Doteworks process.

Zane @ Vilbers

Latvia

"The whole process was valuable from start to finish. Antonella made everything clear and understandable, and I walked away with real insights to build on."

Erika @ EQ Initiative

Sweden

"Doteworks helped us build our brand personality and values using great examples and relevant questions. I enjoyed the course very much and found it incredibly useful!"

Leyla @ HappyFam

Finland

"I loved how the final document not only covered ‘what’ but also ‘how’ to use it. The balance between lectures, hands-on exercises, and reflection moments was perfect."

Anastasiya @ Omni Audio

Finland

"The training was a great starting point for our brand journey. It gave me solid insights to build on, and Antonella’s guidance made the whole process feel engaging and easy to follow."

Tanel Ilmjärv, Vetik

Estonia

"I usually don’t enjoy these kinds of sessions, but this was actually fun! More importantly, it was incredibly valuable. Brand strategy is crucial, and I’m really glad we took the time to do this with Doteworks."

Valmar Kasuk, Vetik

Estonia

"What stood out was how deep we went—most branding sessions just skim the surface with slides and vague ideas. This was different. We dug into our brand in a way that made everything clearer. Now, we know exactly how to amplify our message and make our brand stronger. Our brand-readiness level definitely increased!"

Brands for impact

Not all businesses are built for headlines. Some are built for impact. At Doteworks, we support purpose-driven founders who are reshaping broken systems and solving real-world problems. Our brand clarity sprints and founder-led storytelling give you the tools to lead with confidence, communicate with conviction, and stay true to what matters—especially when things get hard.

We work with founders and business leaders directly or via start-up accelerator programmes.

Brand clarity is founder clarity

It’s not about the logo. It’s about who you are, what you stand for, and why the world should care. Without it, you're not slow because you're stuck—you’re slow because you're not sure.

Building a strong brand takes time and intentionality. Exploring, defining and expressing your company's authentic value and audience will give you confidence and strength to build your business.

"We’re really grateful that you helped Margus refine the story of Sol Navitas. I can see how this has given him strength and motivation to keep pushing forward."