​I get it. As a designer, I love a beautiful mark as much as anyone. But...

Well, maybe I am being a little dramatic but I ask that question to put things into perspective.

​A business owner often places so much weight on the logo of their brand that they neglect the actual "soul" of it. 

You see, a brand is a lot like a tree. A logo, website, product/service, store front are the visible elements - like the trunk, the leaves, the branches, the fruit.

​But a tree doesn't stay upright because of the visible. It survives because of a healthy root system planted in fertile soil. The invisible.

In my coaching philosophy, the roots and soil are your "Why" (aka purpose). They are your core values, your discipline, and your history. If your roots are shallow, the first storm of market change will knock you over, no matter how pretty your "canopy" looks.

I believe in this so deeply that I recently decided to make my philosophy permanent. I got a tattoo on my arm of a tree and its root system. To me, it’s a blueprint of how I view both brand-building and life. 

But there’s a backstory story too; one that connects two places that couldn't be further apart: Singapore and Oklahoma.

My connection to Oklahoma started long before I ever set foot on its red soil.

I remember being in Singapore, watching the "live" news broadcast of the Oklahoma City bombing on April 19th, 1995. I was thousands of miles away, but I remember feeling moved. I saw a community that cared for each other in a way that stayed with me.

Fast forward to July 3rd, 2000. I moved to Oklahoma to finish my senior year at Oklahoma City University. I hadn't even connected the dots between the city I was moving to and the tragedy I had watched on the news years prior. 

That realization of "endurance" followed me onto the pavement. I fell in love with long-distance running because of the OKC Memorial Marathon.

When I am close to the finishing line, I am not thinking about the finisher medal or a decent finish-line photo. I am appreciating the simple, vital things; the ability to move, to stay on track, and just to breathe.

While running is an activity one can do alone, the friendships formed with fellow land runners (also the name of one of the running clubs in OKC) between training for marathons/half-marathons, traveling to different states for races, and running the races, enriched my experience.

Running taught me that the "fuel" for your journey isn't a one-time spark. What keeps you on track are the steady flame of your core values and the loyalty of your advocates (both consumers and employees).

Brand development is a marathon, not a sprint. Brand identity is living and breathing, not just a logo. ​

Back to putting-my-ink-where-my-mouth-is, I wanted the tattoo art to reflect two things: my "Okieporean" identity and the heart of my branding philosophy.

​My tattoo artist got creative and shaped the root system of the Survival Tree to look like the outline of the island country of Singapore.

It’s a permanent reminder that while my growth and my understanding of resilience were nurtured in Oklahoma, my foundation started in Singapore.

My personal brand is a mix of both—just like your brand is a mix of your history, your daily discipline, and your ultimate vision.  

So, when we work together, I can definitely design for you a "pretty" logo. But we’re going to spend a lot more time in the dirt, looking at your roots and soil.

Let’s make sure your brand is built to do more than just look good. Let's make sure it's meaningful (and that you may ultimately get that logo tattooed on your skin).

I am just a simple candle. A cylinder of wax, a humble wick, nothing inherently flashy or complex. Yet, the moment I am lit, my purpose comes alive. And depending on whose hands I find myself in, and what need I answer, my value transforms.

You've heard the story of the bottled water – how a mere plastic bottle can command different prices depending on its surroundings. Well, consider me the next chapter in that story; with focus on the user and the value they place upon me.
​
I've been in countless situations, witnessed so much, all while simply doing what I was made to do: bring light.

The storm rages outside. The electricity flickers, then dies. Panic, a cold darkness, begins to settle. And then, a hand fumbles for me. I am lit. Suddenly, the darkness isn't so absolute. I cast a small, unwavering circle of light on a face etched with relief.

In this moment, I am not just wax and wick. I am the Guide. I am the difference between stumbling in the dark and seeing the path forward. My value is about functionality and safety.

The person holding me isn't thinking about my scent or my color; they are solely focused on the light I provide, how it helps them navigate, how it keeps the fear at bay. My existence to give light becomes profoundly important. I am essential.

The air is weaved with the scent of eucalyptus and lavender. I am placed on a cool slate tray, next to a stack of fluffy white towels and a bowl of floating orchids. The person who lights me is creating a space for those seeking pampering.

​In this curated escape, I am the Indulgence. My value here is about creating the most optimal space for relaxation. I am the signal that the noise of the outside world has stopped and the time for self-indulgence has begun.

I must burn evenly, throw a complex, luxurious scent without a hint of smoke, and look beautiful even when unlit. I am an accessory to the user's right to this moment of exclusive peace.

Here, I am placed with reverence in a hushed sanctuary within a home or a place of worship. A hand carefully lights my wick, perhaps after a prayer or a moment of reflection. My flame burns steady, a silent sentinel.

In this sacred space, my value transcends the practical. I am the Symbol. I am a visual prayer, a quiet offering. The person interacting with me are looking for connection, for peace, for a symbol of their faith or their deepest emotions.

I must burn cleanly, steadily, without flicker or fuss, embodying the steadfastness of what I represent. I am not merely seen; I am felt.

I am the same candle in all three scenarios. My wax hasn't changed. My wick is the same cotton. But my perceived value (i.e., what I mean to the person using me) shifts dramatically based on their immediate need.

As you build your brand, don't just look at what you sell. Look at who might be needing it; what storm they are weathering, what prayer they are whispering, or what escape they are seeking. Only when you understand the context can you truly understand and elevate your brand value.

They're all the same plain plastic bottle, filled with the same mineral water. Yet, in each setting—from a supermarket shelf to a high-end resort—its perceived value subtly shifts. What changes? The context.

This isn't just about the bottled water; it's a powerful lesson in branding. Many business owners focus on the "bottled water" (their product or service) and forget that its true value is sculpted by the environment and the mind of the customers.

​Your brand isn't just what you sell; it's the sum total of every experience and perception your customers (external and internal) will have of you.

​Just like our plain water bottle, your "true value" isn't inherent to the product itself, but rather a dynamic relationship between what you offer and what your audience believes it to be.

​What problem does your brand truly solve? What emotion does it evoke? What aspirations does it fulfill? 

A bottle of water on a supermarket shelf serves a different need (thirst, convenience, budget) than the same bottle at a luxury resort (status, premium experience, indulgence).

Your Reach (R) isn't just who your customers are, but what they truly need and desire in specific contexts. To elevate your brand, you must deeply empathize with your target audience. What are their unspoken desires, their daily struggles, their ultimate aspirations?

Knowing how the deepest needs of your customer aligned with your brand's purpose will transform a transaction into a meaningful connection.

So is the magic then about moving your product into a high-end context to "tax" a wealthier demographic?

Here is a crucial distinction between building a brand and simply price-gouging. ​True brand "magic" happens when your Business for Existence (B) and the Drive for Excellence (D) are so aligned with the customer's needs and values that the price becomes secondary.

Here is an example of what happens when a brand chases the "High-End-Market" profit margin without the soul to back it up.
​
The "Designer" Basic T-Shirt
Imagine a brand that makes standard, mass-produced cotton T-shirts. Their "Business for Existence" has always been providing affordable basics for the everyday wear.

One day, the owner sees a high-end luxury resort in the Maldives and thinks, "I can sell my $15 shirts there for $150. People there have money to burn!"

​They pack the shirts in a shiny box, slap a "Limited Edition" sticker on them, and put them in the resort boutique.

The Conflicts
The brand's Business for Existence (affordable basics for everyday wear) may be in direct conflict with the owner's desire to gain a higher profit margin but compromise the tangible quality of the product.

The high-end customer at a resort isn't just looking for "a shirt." They are probably looking for exclusivity, superior hand-feel, and ethical craftsmanship. When they realize they are paying a huge markup for a standard cotton tee that shrinks in the wash, they are left with resentment, not satisfaction. Do you want your brand to be associated with a negative emotion?

If the daily actions of the company are still geared toward mass production and cost-cutting, you cannot "act" like a luxury brand in a boutique if your "actions" in the factory are bargain-basement. Others might argue otherwise but as a brand evangelist, I stand firm on not doing that.

Once you understand your brand's true value and your customer's core needs, you begin to nurture and elevate that value.

This is the continuous act of allowing your two anchors; your Business for Existence (B) and your Drive for Excellence (D),  to inform your day-to-day Action (A).

• Communicate Empathetically: It's not just about what your product does, but how it makes people feel. While not compromising the former (i.e., quality and function of your product), seek to relate to the pain and/or desire of your consumers.
• Deliver Consistently: Your internal customers (i.e., employees from top to bottom) are your best advocate of communicating your brand's purpose. Every interaction is an opportunity to reinforce the premium experience or the practical solution you promise. Consistency builds trust, and trust amplifies value.

If a brand like Patagonia puts a jacket in a high-end mountain resort, it works. Why? Because their Business for Existence is about environmental stewardship and durability.

The high-end customer at that resort isn't just buying a jacket; they are buying into a mission that aligns with their own values of preserving the nature they are currently enjoying. The price is high, but the value is higher.

We're exploring two seemingly different yet equally powerful strategies for captivating consumers: offering fewer, better choices and the irresistible allure of customization.

Learn how to declutter the decision-making process and empower your consumers to create something uniquely theirs.

The Rule of Three (or Five): Presenting consumers with a carefully selected set of three to five options can be far more effective than a sprawling catalog. This reduces cognitive overload and makes the decision feel manageable.

• Real-World: Many successful restaurants offer a curated menu with signature dishes rather than pages of endless possibilities. Apple strategically offers a limited number of iPhone models.
• Action: Analyze your product or service offerings and identify the core, most popular, or strategically important options. Highlight these as your "top picks" or "recommended for you."

Guided Selling & Filtering: If you have a larger inventory, implement robust filtering tools and guided selling processes that help customers narrow down their choices quickly based on their specific needs and preferences.

• Real-World: E-commerce sites with detailed filters (price, size, color, features) and "product finders" streamline the shopping experience.
• Action: Invest in user-friendly website navigation and customer service that actively helps customers identify the best options for them.

Bundling & Pre-Sets: Offer thoughtfully curated bundles or pre-set packages that cater to common needs. This simplifies the decision process by offering a complete solution.

• Real-World: Meal kit services offer pre-portioned ingredients and recipes. Software companies offer tiered packages with specific features bundled together.
• Action: Identify common customer needs and create bundled offerings that provide value and reduce the need for individual selections.

The "Design Your Own" Experience: Allow consumers to customize aspects of your product, from colors and features to configurations and even personalized messages.

• Real-World: Nike By You lets consumers design their own sneakers. Starbucks allows for endless drink customizations.
• Action: Identify elements of your product or service that can be personalized without significant complexity or cost. Offer intuitive tools or processes for customization.

Modular Offerings & Add-Ons: Provide a base product or service with the option to add specific features or functionalities based on individual needs. This gives customers a sense of control and tailoring.

• Real-World: Some homebuilders may not allow customization of standard floor plans in order to keep cost low for first time home owners. However, they can allow add-ons like upgraded fixtures and accent colors to help consumers personalize their first home.  
• Action: Explore how you can break down your offering into modular components that consumers can combine to create their ideal solution.

Personalized Recommendations & Experiences: Leverage data to offer tailored recommendations, content, or service experiences based on individual consumer preferences and past behavior. While not direct customization, it creates a feeling of being understood and catered to.

• Real-World: Netflix recommending shows based on viewing history. Amazon suggesting products based on past purchases.
• Action: Implement systems to collect and analyze customer data to personalize their experience with your brand.

In a world clamoring for attention, simplifying choices and empowering personalization are powerful ways to stand out.

By offering a carefully curated selection, you reduce overwhelm and increase confidence in the decision-making process. By allowing consumers to put their unique stamp on your offering, you foster a deeper sense of ownership and loyalty.

​These strategies aren't just about making a sale; they're about creating a more positive and engaging experience for your audience.

Let's continue to explore how subtle shifts in language and presentation can significantly impact consumer perception. We're focusing on two clever techniques: framing affordability through smaller values and framing benefits for maximum impact. 

The Daily/Weekly Breakdown: Instead of showcasing a hefty annual fee, highlight the low daily or weekly cost.

• Real-World: Gym memberships often advertise a low "per day" rate. Subscription services emphasize the "cost of just one coffee a week."
• Action: Calculate the daily or weekly equivalent of your larger price points and feature this prominently in your marketing materials, especially for subscription-based services or longer-term commitments.

"Pay As You Go" Options: Offer flexible payment plans that break the cost into smaller installments.

• Real-World: Many online courses and software platforms offer monthly payment options instead of a large upfront fee.
• Action: Explore if offering installment plans or tiered payment options aligns with your business model.

Highlighting the "Per Use" Cost: For products with a long lifespan or multiple uses, emphasize the low cost per use.

• Real-World: "This durable blender costs $100 but will last for 5 years, costing you just 5 cents per blend!"
• Your Action: If your product offers longevity or frequent use, calculate and highlight the minimal cost per individual use to showcase its long-term value.

Focusing on Gains: As the above example illustrates, emphasizing what is present (99% fat-free) is more appealing than focusing on what's absent (1% fat).

• Real-World: Food packaging, health and wellness products, and even marketing copy often use this positive framing.
• Action: Review your product/service features and translate them into positive benefits. Frame your messaging around what the customer will achieve, experience, or gain.

Highlighting Solutions, Not Just Features: Instead of listing technical specifications, focus on the problems your product solves and the positive outcomes for the customer.

• Real-World: Instead of saying "Storage for 1GB of MP3s," Apple's iPod marketing message was "1,000 songs in your pocket." Highlight what resonates with consumers. 
• Action: Shift your marketing language from feature-focused to benefit-driven. Answer the "What's in it for me?" question clearly and compellingly.

Emote Positive Feelings: Choose words that create a positive emotional connection and highlight the desired outcome.

• Real-World: Coca-Cola's "Open Happiness" campaign consistently uses words and visuals associated with joy, sharing, and connection. Instead of "Reduces stress," try "Find your calm and reclaim your peace." Instead of "Saves time," try "Unlock hours of productivity."
• Action: Pay attention to your word choice. Use sensory language and words that resonate with your target audience's aspirations and desires.

By strategically presenting your pricing in smaller, more manageable increments and by consciously framing your benefits in a positive and solution-oriented way, you can significantly enhance the perceived value and affordability of your offerings.

Today, we're diving into two powerful psychological tactics that play with how consumers perceive price and value: anchoring bias and price juxtaposition. Get ready to learn how to make your offerings look even more appealing!

The Classic "Was/Now" Display: This is retail 101 for a reason! Clearly display the original, higher price next to the discounted price. Make the discount visually prominent with different colors or larger fonts.

• Real-World: Clothing stores, electronics retailers, and online marketplaces use this relentlessly during sales events or seasons like Christmas. 
• Action: For limited-time offers or promotions, always showcase the "before" price. Quantify the savings (e.g., "Save 30%!") to make the impact even clearer.

Tiered Pricing with a Premium Anchor: Offer a high-end, feature-rich (and higher-priced) option alongside your standard offering. This makes the standard option seem more reasonable in comparison.

• Real-World: Software companies often have "Basic," "Pro," and "Enterprise" plans. The "Pro" plan looks like a sweet spot next to the more expensive "Enterprise" option. Also consider Tip #5 in the next post.
• Action: If you offer different levels of products or services, strategically price a premium option to make your target offering appear more valuable.

Highlighting Competitor Pricing (Carefully): If your product offers similar or better value than a competitor's higher-priced option, subtly highlighting this difference can act as an anchor.

• Real-World: "Our [Feature] vs. Competitor X's Similar Offering at $XX More!" Learn more about the pros and cons of competitive-based pricing.
• Action: Be factual and avoid being overly negative about competitors. Focus on the value your price point offers in comparison.

The "Good, Better, Best" Display: In a retail setting, place your mid-range product next to a clearly higher-priced "premium" option. This makes your "better" option seem like a smart compromise.

• Real-World: Wine stores occasionally arrange bottles this way, making a $20 bottle look appealing next to a $50 one.
• Action: In your physical or online store, consider how product placement can influence perception. 

Featuring Alongside Premium Brands (Partnerships & Mentions): If your brand aligns with a more established or luxury brand in terms of quality or values, even a subtle association can boost your perceived value.

• Real-World: Citi credit cards earn American Airlines miles with qualifying purchases. Nike and Apple partnered to offer consumers activity tracking technology in athletic gear with iPhone apps and the Apple Watch. Learn more about co-branding.
• Action: Make sure the brand collaboration is relevant and authentic. 

​Highlighting "Features Similar to Luxury Brands": In your marketing copy, you can subtly draw comparisons to premium offerings without directly claiming to be the same.

• Real-World: "Enjoy the smooth glide and ergonomic design, similar to high-end styluses costing twice as much."
• Action: Identify key features or benefits of your product that resonate with those found in more expensive alternatives and highlight them. Similarly, avoid being negative about the other brand.

Anchoring bias and price juxtaposition are powerful tools for shaping customer perception.

​By strategically setting initial price points and carefully positioning your offerings, you can make your value proposition more compelling and influence purchasing decisions without necessarily lowering your prices.

It's about creating the right frame of reference for your customers to see the true worth of what you offer.

Let's dive into the subtle art of captivating consumers with this power duo; fostering that irresistible feeling of ownership and leveraging the undeniable allure of free. 

​Humans are wired to value what they possess. Once we feel a sense of ownership, even temporary, the thought of losing it stings. Smart brands tap into this psychology brilliantly.

Free Trials: Just like falling for that comfy couch you're "just trying out," a 30-day free trial for software or a 1-week hot yoga classes lets consumers integrate your offering into their lives. By the time the trial ends, it feels like theirs.

• Real-World: Amazon.com amongst many other companies, thrive on this. The initial barrier is low, and the convenience of having the service becomes quickly indispensable.  
• Action: Identify a core aspect of your product or service that can be offered risk-free for a limited time. Make the onboarding seamless and ensure consumer experience the full value during the trial. Remind them of what they'll miss if they cancel!

"Imagine This Is Yours": Even without a formal trial, you can create a sense of ownership.

• Real-World: IKEA's showrooms let you envision their furniture in your own home. Through their app, you can use AR technology to "place" that dream plush couch in your home office. Click here to learn what makes IKEA unique. 
• Action: Use high-quality visuals and interactive experiences that allow consumers to imagine your product or service as part of their lives. For service-based businesses, offer a free consultation that feels like a personalized planning session.

Limited-Time Exclusive Access: Offer early access or beta versions to a select group. This creates a feeling of being "in the know" and owning a piece of something special before the masses.

• Real-World: Many tech companies use beta programs to generate excitement and gather valuable feedback, making early adopters feel like stakeholders. Before releasing Gmail in 2004, Google launched an invite-only beta-test to a small group of consumers. Learn more about beta-testing.
• Action: Consider a phased rollout of new products or features, offering exclusive access to loyal consumers or those who sign up early.

​The Irresistible Sample: That tiny perfume vial, that bite-sized pastry, that 15-minute mini-facial – free samples let consumers experience the tangible benefits firsthand, lowering the barrier to a potential purchase decision.

• Real-World: Grocery stores like Trader Joe's and Sam's Club offering tasting of their food or beverage are classic examples of driving trial and future sales. Service-based businesses can offer free consultations or introductory workshops.
• Action: Identify a low-cost way to let potential consumers experience a sampling of your offering. Make it easily accessible and highlight the value they'll receive.

The Strategic Add-On: Offering a free gift or bonus with a purchase increases the perceived value significantly. It's not just about the free item itself, but the feeling of getting "more."

• Real-World: "Buy one, get one free" offers or free shipping over a certain purchase amount are common and effective. F&B outlets like Denny's and Buffalo Wild Wings used B.O.G.O. offers frequently.
• Action: Brainstorm valuable add-ons that complement your core offering and incentivize purchase. Frame them as a special bonus rather than just a discount.

The "Freemium" Model: Offering a basic version of your service for free can be a powerful way to attract a large user base and then upsell them to premium features later. The initial "free" experience builds familiarity and trust. Be careful to not tread on the bait-&-switch model.

• Real-World: Spotify, Dropbox, and many software companies use this model effectively.
• Action: Consider if a freemium model could work for your business, offering enough value in the free tier to attract users and a clear incentive to upgrade.

The feeling of ownership and the allure of "free" are potent psychological triggers. By strategically incorporating free trials, engaging experiences, and valuable samples or add-ons, you can ignite initial interest and cultivate a deeper connection that leads to long-term loyalty. 

​It's about letting consumer experience the value firsthand and making them feel like they're already part of your brand story.

Are you in a different industry and wondering how your business can ignite a "spark" to build the "flame"? Comment below with your name and company's information.

Offering a discount or a new feature can be a great way to introduce people to your brand and your "greater" purpose. Think of it as a little spark to ignite interest. However, your long-term strategy should focus on nurturing the "greater" aspect of your niche.

When you rally your customers – both your paying audience and your internal team – around a shared purpose, you build something far more powerful than just a business. You create a movement, a community, a lasting impact. This kind of niche isn't easily replicated by a lower price or a fleeting trend. It's about the heart of your brand, and that's a value that truly endures.

Think of your guiding principles as your compass; the unwavering north star.

They're your core values; the "why" behind everything you do. They provide direction, ensuring you stay true to your vision, even when the winds shift. Ask yourself:
​

• What are your non-negotiables?
• What values drive your decisions?
• What impact do you want to make?

Your answer to these questions will be the foundation of your brand, the bedrock of your success.

But a compass alone isn't enough. You also need a windvane; a tool that helps you read the environment and adjust your marketing effort accordingly.

​This is about being proactive, anticipating change, and navigating situations with agility. Ask yourself:
​

• What are the emerging trends in your industry?
• How are your customers' needs evolving?
• What challenges might you face, and how can you prepare?

​Using a windvane isn't about abandoning your compass; it's about using your guiding principles to navigate the currents of change.

The real magic happens when you combine the two. Your compass keeps you grounded, while your windvane allows you to adapt and thrive. It's about finding that sweet spot between staying true to your values and being responsive to the world around you.

WHAT DRIVES YOU TO EXCEL?
​Ultimately, the "Big Picture" conversation about what drives you to excel comes down to this: what's your compass, and how are you using it to navigate? What's your windvane telling you, and how are you adjusting?

​How do you balance staying true to your values with adapting to change? What's your business' "compass-and-windvane" strategy?

Share your thoughts in the comments below. 

This isn't just about memorizing a script. It's about understanding your brand's voice and translating it into genuine, human interactions.
​

• Online: Are your social media responses friendly and helpful, or robotic and impersonal? Do your emails sound like they're written by a human, or a marketing bot?
• On-Print: Does your printed material use language that resonates with your audience? Is the tone consistent with your online voice?
• On-Site: Do your employees greet customers with warmth and enthusiasm? Can they clearly and confidently explain your products or services?

This is about more than just completing tasks. It's about understanding the "why" behind what you do and delivering exceptional service at every turn.
​

• Online: Is your website easy to navigate? Are your online processes seamless and efficient?
• On-Print: Are your printed materials accurate and up-to-date? Are they delivered on time and in good condition?
• On-Site: Do your employees follow through on their promises? Do they go above and beyond to meet customer needs?

Let's face it: things don't always go according to plan. How your team reacts to challenges can make or break a customer relationship.
​

• Online: Do you respond to negative reviews with empathy and professionalism? Do you address customer concerns promptly and effectively?
• On-Print: If there's a printing error on your product packaging or promotional flier, how do you handle the situation?
• On-Site: Can your employees handle customer complaints with grace and composure? Can they turn a negative experience into a positive one?

At the end of the day, your employees are the face of your brand. They're the ones who create those lasting impressions, those moments of connection that build customer loyalty.

​So, how are you equipping your team with the tools they need to shine? How are you empowering them to be the best possible representatives of your brand? Click to explore eight actionable tips here to resonate with consumers.

Imagine two customers: one, eyes lit up at a sale sign, grabbing a bargain with a quick, transactional satisfaction.

​The other, glowing with pride after supporting a local cause, feeling a deeper connection to a business that shares their values.

Both are valuable, but their 'why' is worlds apart. One is drawn to the immediate reward, the other to the long-term impact. One sees a product, the other sees a purpose. Which customers are you nurturing?

What about employees? Well, they can be driven by monthly paycheck and/or yearly bonus or they can be driven by being part of a bigger purpose.