Brand as an Impression
Brand is an impression. It’s a reputation—a gut feeling about you.
Many impressions can exist at once
Different groups may see you differently—customers, partners, colleagues, even family. Those impressions can vary and evolve.
When impressions align, you have a brand
When enough people reach the same conclusion about who you are and what you stand for, that shared impression becomes your brand.
Personal Brand
Some people say, “I don’t want to build a personal brand.” It doesn’t matter—it’s still happening. Every touchpoint—your work, words, visuals, and responsiveness—shapes the impression people share.
Brand vs. Commodity
A product without a story is a commodity; a product with a story is a brand.
Commodity
- Competes on price. No story ⇒ “Which is cheaper?”
Brand
- Competes on meaning. Clear story ⇒ “Which one fits who I am / what I care about?”
What “story” actually is (in business terms)
- Who it’s for: a specific audience with a felt problem.
- The problem: what’s frustrating or broken today.
- Your role: how you guide them (not just what you make).
- Transformation: what life looks like after they choose you.
- Proof & symbols: evidence, rituals, design cues that make it real.
- Personality/values: the voice and beliefs that shape decisions.
Our job: create or improve your brand
We shape how your business looks, feels, and sounds—and the emotions people feel when they think of you.
Visual identity
Make recognition effortless and consistent across every touchpoint.
- Logo system
- Color & type
- Layout standards
- Web design
Messaging & voice
Say the right things, the same way, everywhere you show up.
- Clear words
- Consistent tone
Values & story
Explain why you exist and what you stand for—so people know why it matters.
- Purpose & beliefs
- Origin & narrative
Customer experience
Reduce friction at every step so actions feel natural and easy.
- Touchpoint mapping
- Friction removal
Perception & reputation
Align what you claim with what people actually feel and say.
- Expectation vs. reality
- Signal & proof alignment
Make your domain work harder for your brand.
Keep yourbusiness.com as the flagship. Add descriptive endings—.repair, .design, .store—to set expectations before visitors even click.
We plan the domain family, secure the names, set up redirects to .com, and track what each URL contributes.
What this does for your business
- Clarity in the URL: e.g., appliances.repair tells the story before the click.
- Better campaigns: memorable domains for ads, offline promos, and product lines.
- Brand protection: you own the key versions of your name and reduce confusion.
- Simplicity: everything resolves to yourbusiness.com; your email stays consistent.
S.A.L.E.S. — a human way to sell
Each letter is a behavior that builds trust and momentum in the conversation.
Serve
Someone’s needs are more important than yours. Focus the conversation on their outcomes and constraints first.
Ask
Ask thoughtful questions to uncover goals, blockers, timelines, and success criteria.
Listen
Listen actively. Reflect back language you hear, confirm understanding, and avoid interrupting.
Empathize
Acknowledge frustrations and pressure. Show you see the person behind the request—not just the deal.
Summarize
Restate the problem, constraints, and next step in their words. Confirm: “Did I capture that correctly?”
Explore Type for Your Brand
Type your brand once. Compare across styles. Pick what fits the vibe.
Define Your Brand Vibe
Pick where you sit on each scale. Your picks will auto-attach to the form below.