Brand, Issue 7

Three Ways To Uplevel Any Brand

I love summer, because like the holidays.Many people stop thinking about business. And while they are off playing, this is the
perfect opportunity to uplevel your brand.

Rolling in, next month, on my 20th anniversary of working with brands, there are a few common areas that most people let slip by yet create the greatest impact. And the funny thing is that these areas are actually super simple to execute, we just get overwhelmed, throw up our hands and say “Forget about


Let’s get real. There is no brand out there that has the perfect customer experience. From before, during, or after the sale- there are ways to make the relationships with our audiences more on point. Here are the most common areas people miss the details on:

• Languaging. 

Be consistent with your tone and terms. If you are playful in person, write and post with playful wit. If you refer to your clients with a special term of endearment (I call my community my clan) use such language throughout.

• High Touch Point

. We live in the day and age that we are being sold automated over the interaction. The truth is no one wants the automated “canned” response. No one wants your 5 step system. Your audience wants you. They want a personal connection and interaction. So make that happen consistently throughout your process.

• Don’t Be Obsessed With The Sale.

Yes, you are a business which means you need to make money, but don’t be solely focused on the transaction. And it is far too easy to drop any connection or interaction with a customer as soon as their money is in your hand. And you know from personal experience, no one likes to feel like they are desired solely for their money. Your customers want the relationship.and honestly you do too. Create customer experiences that work for you and your audience. Think of the details of the relationships. And be cool.


Please hear me (and I mean hear me as if I am one of those Discover credit card actresses) “Visuals Matter People!!!”

Your visuals from your website to your Facebook lives to your social media posts to your business cardsyour
visuals matter.

Invest time into making them interesting and on brand. Now on brand does NOT mean the same colors, always with your logo on it, or some other kitchy element. On brand visuals are all about capturing the feeling and tone of your brand.

Here are a few ways to uplevel your brand visuals:

• Stock Photos Matter. Free stock photos look like they are free stock photos and the first ones you see are usually the most over used. Take time and build stock photo galleries filled with pics that reflect what you are about. Choose pictures in which the look, tone, and feel of the stock pictures are in alignment with your custom brand pictures.
• Good Audio and Lighting Are Key. When it comes to pictures and videos for your website, social media, or for any reason make sure to have your lighting and audio on point.
• Be Expressive (aka don’t edit yourself). Far too often we edit ourselves and don’t even know it.
Though self editing is crucial, editing your voice, sense of humor, or world perspective is detrimental to your brand’s success. So share your unique perspectives with your audience.


You know it and I know it, over time what we offer eventually just feels flat. It either isn’t as in depth and complete as it could be or there is even another problem that could be solved. Think about it this way, could your offer be:

• Expanded. After awhile of offering one service or product, there is that next level that we begin to naturally offer our clients. For example, after many years of just offering branding services, the needs of my clients meant that I started to help
them more and more find and execute marketing services. These “new” services that came about organically could be new known revenue streams for you.

• Better Defined. Many times defining and sharing all the transformational and sometimes logistical details of what you and or your product provide gets lost in translation along the way. You skip over keeping values because they are common place to you. Invite a fresh perspective to share with you the “what” and “why” that makes your brand so great.

• New Opportunity. Entrepreneurs go one of two ways: too many ideas or scared of all ideas. And though, both can be a negative, don’t let the fear and risk of a new opportunity stop you from expanding your reach.

While others get lost in the nostalgia of the summer months or the overwhelm of the kids being home- use this opportunity to uplevel your game and your brand’s ultimate success.


Brand, Issue 7

For The Love of All Things Holy “STOP!”

One of the most frustrating things for me to watch is a beautiful new brand destroyed by the ignorance of the brand’s owner - aka you. So for the love of all things holy, please stop doing the following things.


You may think you understand the visual look and feel of your brand, but you don’t. There are details, nuances, and subtleties that you aren’t seeing, but when missing make your brand less impactful.


Stop adding one more form. That old sales copy that you love so much, etc.
Edit. Edit. Edit.


Many times entrepreneurs fall in love with a system because of how easy it is for us to use or because of how much money we had to invest into it. But we don’t stop to see how does our client have to interact with this service. For example, you may love an email service, but the forms your client must interact with are clunky and overwhelming. Refine your client experience first. You second.


Yes, your brand should evolve and grow. And yes, there are rarely the “perfect times” to launch a new product or easily roll out a new product line. But not giving yourself enough time to execute, market, and in turn make profitable- does no one good.


Your brand on many levels should encompass your personality. So you should organically be able to live, breathe, and embody your brand and what you are about. It does you and your business no good to have a beautiful looking website and online experience, but when they meet you the experience falls apart.