We’ve all got a unique vantage point. This is mine.
All brands want to be well-known. Trouble is, most of them go about it the wrong way. They spend a lot of time telling people what they need instead of asking them what they want. In other words, they don’t invest a whole lot of time or emotional capital into becoming meaningful.
I’ve been in the business world for a long time. Since 1994, to be exact. And what I noticed early on was this: people spend a lot of money on copywriters and graphic designers to try to bring their brand to life. But, they invest exactly zero time on what really matters, which is figuring out who they are and why they’re doing all of this. In the end they wind up with an expensive, beautiful, well-written presence that means… absolutely nothing. And that bothered me, a lot. So I did something about it. In 2010 I launched my own eponymous copywriting and branding agency.
Welcome. I’m so glad you found me.
My goals were (and still are) to:
- develop ideas that center around people, not products
- help people uncover and articulate the purest version of themselves
- bridge the gaps between function and emotion
- teach brands how to create experiences, not just sales
- create brand concepts that make a lasting, positive impact
There are a lot of businesses out there. The majority of them focus on making a profit. Profits are great, you’re in business, after all. But, in focusing only on making sales, they’ve allowed price to become their differentiator. In other words, they’ve unknowingly turned themselves into a commodity. Unfortunately for them, commodities are a dime a dozen.
Philip Kotler said, “If you are not a brand, you’re a commodity. Then, price is everything and the low-cost producer is the only winner.”
But you’re smarter than that. I’m betting that’s part of the reason you’re still reading. You know better than to compete on price alone. Handcuffing your success to a moving target with factors outside your control is a terrible way to do business. A lot of people figure this out too late and try to fix things with a new logo or some lackluster positioning strategies. But that won’t save them.
For most businesses, it goes a little something like this: A product or service is dreamed up. A brand name is picked, colors are selected, fonts are chosen, and generic guidelines are written up. Just like that, a brand is born. And that’s exactly why most of them fail.
What successful brands do differently – what they do really, really well – is create experiences. Humans like experiences. They make us feel something, and so we remember them. People do business with people, not with brands. Because somewhere in the place where those personal connections are made, feelings are evoked, trust is forged, and loyalty is earned. And the best part, the only thing it cost you was the time it took to get to know who you are, who you serve, and what’s you’re actually selling.
That’s where I come in.
As a Brand Therapist® I approach your business as if it were a person. We humanize every aspect of it. Then, we discuss, analyze, and diagnose. My proprietary processes have helped me to build a successful 6-figure business without spending a dime on marketing or advertising.
I’ll show you how to develop your own experiential brand powerhouse by:
- identifying and defining your brand’s unique personality
- understanding out who you should (and shouldn’t) be working with, and why
- figuring out what it is you’re actually selling (hint: it’s never a product or a service)
- distilling and articulating your purpose and values
- offering plenty of unique, customized, and actionable ideas
And it all starts with a conversation.