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Since my beginning as a self-taught graphic designer in the early 90s, I have heard many requests when approached to design/redesign a logo for a business or an organization: "I want a unique logo." "The logo needs to be bold and pop." "I want my logo to be as iconic." I get it. As a designer, I love a beautiful mark as much as anyone. But... "Are you willing to tattoo a logo on your skin? 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.  The Roots of THE MatterIn 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. Two Worlds One TreeMy 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.  The Survival Tree on the grounds of the Oklahoma City National Memorial. By Dustin M. Ramsey, Attribution, https://commons.wikimedia.org/w/index.php?curid=11417219 It wasn't until a visit to the The Oklahoma City National Memorial when I stood in front of the Survival Tree. Looking at that American Elm, which had survived the blast and continued to bloom, everything clicked. I realized that Oklahoma’s strength wasn't just in its ability to rebuild, but in its deep-rooted resilience.  Running for Endurance 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. Singapore Meets Sooner StateBack 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). Most brands fail because they mistake activity for progress, leading to burnout without a breakthrough. The Journey Map is your Big Picture. By integrating the B.R.A.N.D. System, you can map out a strategic road map, anchoring today’s mission to your ultimate vision.
 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 BLACKOUT 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 ESCAPE 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. THE WORSHIP 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. THE LESSON 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 VALUE 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? Needs of Customers 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. THE MAGIC? 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. nurture brand value 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).
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. "Don't just change your zip code to raise your prices. Change your depth. Elevating your brand isn't about finding people with more money; it's about finding people whose needs are so deep that your purpose is the only thing that can fill them." B.R.A.N.D. SystemWhat are you in the BUSINESS of selling?
B.R.A.N.D. SystemWho are you trying to REACH?
B.R.A.N.D. SystemHow do you ACT every day?
B.R.A.N.D. SystemWhat is your NICHE?
B.R.A.N.D. SystemWhat DRIVES you to excel?
Choice & customizationWe'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. TIP 7: Beauty of Brevity 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.
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.
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.
TIP 8: Power of Personalization The "Design Your Own" Experience: Allow consumers to customize aspects of your product, from colors and features to configurations and even personalized messages.
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.
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.
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. Making IT FeelS Just RightLet'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. TIP 5: Per-Unit Thinking The Daily/Weekly Breakdown: Instead of showcasing a hefty annual fee, highlight the low daily or weekly cost.
"Pay As You Go" Options: Offer flexible payment plans that break the cost into smaller installments.
Highlighting the "Per Use" Cost: For products with a long lifespan or multiple uses, emphasize the low cost per use.
TIP 6: Benefit Framing 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).
Highlighting Solutions, Not Just Features: Instead of listing technical specifications, focus on the problems your product solves and the positive outcomes for the customer.
Emote Positive Feelings: Choose words that create a positive emotional connection and highlight the desired outcome.
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. Making Value PopToday, 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! TIP 3: Power of the Anchor 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.
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.
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.
TIP 4: Art of Price Juxtaposition 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.
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.
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.
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. Remember, these are powerful ways to connect with your consumers, but the magic truly amplifies when your team (aka employee) knows how to shine. Leveraging Ownership 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. TIP 1: 30-day love affair 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.
"Imagine This Is Yours": Even without a formal trial, you can create a sense of ownership.
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.
TIP 2: Magnetic Pull of Free 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.
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."
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.
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. We've all heard the buzzword: 'niche.' We think of quirky products, ultra-specific services, or that one thing we do that no one else does. But what if 'niche' wasn't just about 'what' you sell, but 'why' you sell it? What if it wasn't about being cheaper or just different, but about being greater? Imagine a niche that ignites a movement, that rallies customers – both inside and out – to stand behind a purpose, a cause, a belief. A niche that transcends fleeting trends and becomes a lasting legacy. It’s not about just selling something, it’s about standing for something. Let’s explore how to build a niche that’s not just unique, but meaningful, even if, in the moment, the product or service isn’t the star of the show. Let’s build a niche that inspires. Read the previous post: Your Niche: Cheaper or Greater? COFFEE ROASTER Igniting A "Spark"
Build the "Flame"
SALON SERVICE ignite a "spark"
Build the "Flame"
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.
We all know the lure of a good deal. Slashing prices or offering the newest gadget can certainly grab attention and bring in a rush of customers. That's one way to carve out a "niche" – being the cheapest or the freshest face on the block. But is that the legacy you want to build? Think about it. A niche built solely on being "something cheaper" is a race to the bottom. Someone will always be able to undercut you, and your value becomes solely tied to price. Similarly, a niche based purely on being "something new" is often fleeting. Trends fade, and what's cutting-edge today is old news tomorrow. Now, consider a different kind of niche: "something greater." This isn't just about what you sell, but why you sell it. It's about tapping into a deeper purpose, a set of values that resonates with your customer (internal and external) on an emotional level. The Short-Term Spark
The Long-Term Flame
 The Occasional Spark is Okay, |
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