Ryan Ellis is a friend I got to know in college when I decided to complete my senior year on the campus of Oklahoma City University. Shortly after we graduated, Ryan got more involved in marathons and triathlons and started excelling in endurance sports.  

As a former All-American Collegiate golfer, Ryan combined his competitive spirit with his newfound love in nutrition and coaching, and Conquer Training was born.

We have both come a long way since; from my approach to brand design to Ryan's philosophy in running a business. When I was interviewing him for my upcoming book "The One Game Changer to Boost your Business", we walked down memory lane about corporate logo since we had worked on the ones for Conquer Training.  

"No," Ryan answered matter-of-factly when I asked him if every company needs a logo. "The only person that really cares about a logo is the business owner." 

​This is not to discredit the work of professional logo designers ('cause I am one of them) but more of a reminder to business owners that we shouldn't get too hung up on needing a swoosh or some golden arches.

"Understanding the difference between branding and marketing​ was challenging at first," Ryan admitted but is now able to make the distinction.

While Conquer Training and Ellis Endurance Lab are promoted (ie. marketing) differently because of the variations in products, services, and customers, Ryan's brand as an expert in the endurance community carries across his two businesses.

Ryan is always about living a healthy and active lifestyle, which allows him to resonate with his customers; whether they come to him wanting to break a personal record at the next Ironman (eg. a desired condition) or with a road bike that is not providing the most comfortable ride (eg. a pain point). Ryan's interest and knowledge in endurance sports are thus, part of his personal and business brands. 

That's an important place to start when considering starting a business. Are you passionate about the industry you are going to be in? Are you interested in it enough to continue learning and growing in your knowledge about it?

Below is an image highlighting three components of the B.R.A.N.D. System showing how the  'B' (ie. what are you in the business of selling) and the 'D' (ie. what drives you to excel in your industry) guided the 'A' (ie. how should you act day-to-day).