If you buy a Tesla, you signal to the world that you’re forward-thinking. Maybe you like technology, renewable energy, or you just like fast cars? No matter what emotional reason you bought the car, fun, safety, prestige, status… or any other reason, you still signal to the world...

• What emotions are evoked when my customers receive my product or service?
• What are the pain points that my customers are trying to solve?
• What is the end-state of receiving my product or service for an extended period of time? 
• What are the results my product or servi...

Most customers don’t actually want the specific item, service, or product they purchase. They actually want more safety, security, happiness… or less pain, less stress, less time or effort output, and more results. Most customers' wants and needs are simple. While attempting to s...

When you define your brand, you create a container for your business. You figure out what fits into “the box” that defines who and what your business is and who it serves. You understand what it is that you do you and what you don’t do. When you’ve created this roadmap, it allows you the ...

Understand what emotions your customers are craving, and you will win your branding efforts. Oftentimes, a business’s marketing campaigns focus too much on delivery mechanisms and not the state the customer will be in once they re...