Episode 55: Part 2 How To Deploy Your Brand Strategy

In part 2 of the continuation of our two part interview on Branding Micah talks to George Paul of GPIII Creative to talk about how to deploy your brand strategy once you’ve created the brand. Also in this week in Small Business News Micah gives some resources for small business owners around the U.S. to help create leverage.


Micah Logan 0:00
The pandemic reveals the need for trust in brands. The SBA wants to make it easy for small businesses to do business with the federal government. And in part two of our common sense conversation with George Paul, founder and principal of GP three creative, we talk about how to deploy your newly formed brand, so it creates traction in the marketplace. I’m Micah Logan. This is the comments in show.

Narrator 0:26
You’re listening to the common sense show, if you just started a new business, or if you’re just thinking about it, this podcast is for you. Micah Logan has a stellar track record coaching small businesses to achieve six figure revenue streams. The advice on this show is what has allowed him to have over 15 years of experience as an entrepreneur.

Micah Logan 0:50
here’s your

Narrator 0:51
host, Micah Logan.

Micah Logan 0:55
Welcome to the common sense show, and time, this thing cracking. So in this show, we have quite a bit of information for you to digest. We have, of course, listeners from all around the US and across the world. And so this show is for you. So let’s get started with this week in small business news. So I wanted to start this week in small business news with giving you some actual practical resources that you can use. Now. Every state has different options for grants and the ability to get money from different places. And so what I wanted to do was provide you with some resources in different states, because again, I have listeners from all over the country. So here’s some resources that you can use. The first one is from Tennessee. So if you live in Tennessee, here you go, your governor, Governor Lee just announced $50 million in new business relief funding, which includes specific support for minority woman owned and veteran owned businesses. So if you live in Tennessee, go ahead and check that out. I don’t have the details for you on that. But I thought I would give you that resource so that you can go ahead on your own and investigate whether or not that’s something that you could use. Now, if you live in the Wisconsin area, I have something for you as well. The Wisconsin Economic Development Corporation is launching a second round of grants to help small businesses that were hit hard by the pandemic. And of course, other things as well. And then in Arizona, if you live in Arizona, just a heads up. And if you’re a person who’s like tied into the news, and what’s happening in the news, when especially when it comes to small business, there is some legislators, they’re looking to pass something called proposition tool eight, which would increase the income tax on small business owners. And that increase in tax rate would come at the on the personal income tax that small business owners would pay. And obviously proponents of that just see another way to raise taxes so they can use that to pay I think it I think it’s it for education or something like that. But if you are a small business owner, and you see this, especially during the pandemic, you don’t really want your taxes going up. So look out for that. I have no opinion one way or the other about what small business owners in Arizona should do about proposition two, oh, wait, my job is to let you know about it. So that and put it on your radar, so that you can figure out what you want to do and who you can talk about. Talk actually talked to about this and how you can deal with this as well. I also want to talk about something that I just read online for small business owners and had to do with customers value in brand, as you know. And as I announced in the open that we’re going to have a conversation with George Paul, who’s a branding specialist, we had Part One last episode, if you didn’t get a chance to listen to Part One of how to brand on a budget, then you should go back to the last episode and take a listen to that today we’re going to talk about after you brand on the budget, how you can deploy that brand, meaning how you can put that what you just created on the budget, how you can put it out there to make sure that you can make some serious gains on your brand and on your business in that way. But I wanted to talk to you about how customers value brand and how they trust it especially now, as e commerce shops grow. There was some research done by omni channel which is a retail management system. And they what they did was they studied these transactions and customer behavior which one of the you got to respect the retail industry because one of the things that they get right is they know to the detail exactly how their customers respond and act and the behaviors that they elicit in order to adapt and change and, and put things into play. And if you’ve listened to this podcast for a while, we’ve talked about on this podcast how you should study the behaviors of your of your clients, your customers, your members, whoever you serve, you should study them, you should be constantly surveying them, go to this survey monkey is a great free surveying website where you can send create members, customer surveys, send it out to your customers and see how you can better serve them. Especially now, as the pandemic happens, you want to be serving your customers on a regular basis to see how they fail. Because the consumer sentiment is switching nowadays, almost, it seems like daily, but definitely it’s it’s switching often based off of the new cycle and what’s actually happening. But anyways,

what’s if you’ve noticed, when you’re looking around, looking around the country, more people than ever are shopping online. In fact, according to that study that I just mentioned, research has shown that as of June 2020 87% of Americans were shopping online for things However, one of the things that the Coronavirus disrupted in the entire shutdown was the supply chain. And as a result of both that supply chain being interrupted, and the result in massive demand for online shopping, what happened is that delivery is being delayed massively. And so as you know, if you ever ordered something on Amazon two days, you there is no such thing as two day shipping anymore, it takes at least three or four days to get to you, maybe a week in online even longer, some of the delays in shipping, or even happening something like you know, three weeks, four weeks, you know, that kind of thing. So it’s really, it’s really delay and shipping is really, really causing some headaches for online shopping. But one of the things that online customers are worried about is that consumers have experienced because consumers have experienced not just delays in shipping, but issues with some products, their level of trust has actually gone down in online shopping, whereas before they would go into a brick and mortar store. And they would grab their product, they check out at the cash register, they can return it if it doesn’t work or doesn’t fit or whatever the case is. They’re just growing number of consumers who are shopping online are experiencing problems with e commerce brands. So these are kind of like off brands that people would normally buy that do the same thing, but not really, you know, but they bought it probably because the price was really good. So what’s happening though, is that consumers are starting to be wary of these off label off market brands because of delivery, and just quality. And so they’re going back to look at trusted brands when it comes to shopping. So as e commerce sites expand and as e commerce is starting to kind of take off because of the Coronavirus and people in and just in general people, more people shopping online, what’s happening is that people want to deal with brands they trust. Now this brings us to something that we talked about in our last episode about brand trust and creating a brand where people can relate to building a brand that people can can, you know, really get to know like and trust. And so when you are creating your brand for your small business, it’s really about setting expectations. Once you set your brand up your logo, your name and the marketplace, people are going to be relating how you conduct your business, to your logo into your brand. delivering on your promises to your customers is literally the number one thing that you can do. And I know it sounds obvious, but what happens is as some small businesses grow, as they get more revenue, they start to slip on deliverables to their customers, they start to take customers for granted. And we all have some times when we do this revenue grows faster maybe than we thought it would grow. We have less help in small businesses because finding good employees is hard. Just like getting in a good relationship is hard finding good employees as hard as well. And really, at the same time, we have to make sure that we’re still delivering to our customers, what we promised that we would deliver, if our promise is that, you know, our products, our highest quality, you got to make sure that they stay that way. If your promise is that you can service someone and half the time with more accuracy than you have to deliver on that. And if you don’t, your brand in the marketplace is going to be worthless. The reason why the top brands in America have risen to the top is because of consistent delivery. It doesn’t matter which McDonald’s you go to around the world, nevermind around the US. You’re always going to whether whatever you believe about the quality of the food and about the health of the food. You’re Gonna get the same experience, no matter where you go. Now the employee is obviously different than maybe, maybe on a micro level, your interaction with the cashier may be slightly different, but the terms of the actual product delivered to you is going to be the exact same no matter where you go. In the US, you go into a Nike store in Los Angeles, or you go to a Nike store in Massachusetts or down south, you’re going to get the same kind of quality Nike apparel that you could get in any other store around the country. This is delivering a consistent consumer experience that somebody can get behind a small business owners, we cannot neglect this fact you have to deliver on a regular basis, no matter what this requires systems to be in place. This requires you to continually monitoring the quality of what you’re providing. But more importantly, this can. This also requires you taking a hard look at your small business plan to make sure that you are consistently

all that you’re consistently looking at how your business operates, so that you can make sure that you’re always doing right by your customers. Really, as a small business owner, this is why you don’t have time to work in your business. Because you have too much to be focused on, you need to be focused on quality care, you need to be focused on customer service, you need to be focused on how you can continue to grow and build higher bring higher higher products in how you can deliver a services more efficiently, how you can stay ahead of your marketing, you don’t have time to be a technician turning screws, and working the cash register in your business you have got to get out of your business, you’ve got to see have a 10,000 foot view of your business so that you can continue to assess what kind of experience your customers have have. If you’re a small retail shop, have you ever secret shopped or had your business secret shopped? So do you can understand exactly what your operations like when you’re not around? if you’re if you’re a service business, have you ever, for instance, called a competitor and had them perform a service for you so that you can see how the competitors do it so that you can see whether or not you’re on the same level as them? Do you continually research to see what other people in your sphere are doing or creating innovatively, maybe some stuff that you can adopt in your business now, I am not big on looking at your competitors, to see what they’re doing just to imitate everything they’re doing. Because I believe that as small business owners who are in the marketplace who found a hole in the marketplace, you should be able to continually innovate and create ways to stay ahead of your competition. So no, you’re not going to look at your competition. To see what you can do in your business and copy them entirely. What you want to do is you want to see how they’re performing in the marketplace. And that will help you kind of place and rank order where you are in the marketplace. Because being a small business owner is about being conscientious. And so you should always look for ways to bring in more funding for your business, especially now when grants are becoming more widely available. You should be always looking for ways where you can keep your finances lean, keep them lean, assess your books, assess where you can trim the fat assess where you can keep a high level of white glove service a high level of deliverables, while you keep your operation lean, you may have to bite a bullet, download wave, go to wave apps calm. Download that software for free. Put in all your sales, putting all your expenses, put in all your liabilities and your assets and take a hard look at the finances of your business. how healthy really is your business? If I were to take my my financial stethoscope out and put it to the heart of your business? Would it sound like?

Or would your business be flatlining like this.

No matter where your businesses, whether it’s healthy, or whether it’s flatlining, you have to have a stethoscope to the air of your business so you can see whether or not you are delivering to the marketplace, what you need to deliver.

So if you want to be a trusted brand and then mark the marketplace, you have got to continue to meet the expectations of the people who consume your service and buy your products. If you don’t, if you’re late, if you are your product drop quality drops down. If you don’t keep an eye on who’s in who’s entering and exiting into your marketplace, then you are doing yourself a disservice. Here’s a couple of tips by the local business journal for your town or your city number one, number two, look at the Wall Street Journal the business page and see who’s entering and exiting your business. You could also Go to google.com and then set a Google Alert for your specific industry so that you can keep on top of what’s going on in your industry. So what happens is when you set your Google Alert anytime something happens in your industry when you put the search term in, so for instance, let’s say that you’re in you own a, a used car sales business, okay, and you go to Google Alerts, you put in US car sales, and the Google Alerts every time there’s an alert on Google, that’s like a popular search for what, for a used car sales or used car sales business, it will send you articles with links in it automatically, so that you can monitor what you’re doing. Google alerts to me is a underutilized part of Google. So set it for that, set your Google alerts for that, and then you’ll be able to actually see what’s going on, I set mine for the fitness business, I set my for manufacturing, since I’m the CEO of a manufacturing company, as well, I set mine for a bunch of different interest topics that I have, and including including business stuff as well. So it’s a gym, and stuff comes right to your inbox. So anyways, so so that’s, that’s, I want to talk to you about about customers, value branding, that’s important. Now, f the SBA, the SBA, is looking to make 50,000 more businesses eligible for federal contracts. So here’s a little more of the specific details on this. So their goal is they’re gonna try to change the rules when it comes to which small businesses are eligible for federal government contracts. Now, here’s where it gets really interesting. And this is something that you should think about, that the Small Business Administration has provided $132.9 billion in contracts to small businesses. So for all of you that don’t know what point nine means, that’s $132,000,900,000 of contracts to small businesses, I’m sure you will want the point nine as well. And so of, of that 132 point 9 billion, it’s divided into a bunch of different sectors. Now, if you’re a woman owned business, and you have a business that the Gup federal government can use as like a supplier or service partner, whatever the case is, get yourself a federal contract, because these contracts can do wonders for transforming your business in terms of revenue. So the SBA is looking to add the 50,000 small businesses to be eligible for government contracts. And the way they’re going to do this is they’re going to revise the size standards for small businesses. That includes an additional eight sectors. Now, here are the eight sectors. Now, this may not be anybody who’s listening to this podcast, but it may be so agriculture, forestry, fishing, and hunting, mining, quarrying, oil, gas extraction, utilities, construction. So those are just some of the eight businesses that SP are adding to their list of businesses eligible to have government contracts. So if you’re in one of those businesses, or if you want to find out more about this, go to the sba.gov website. So you can see what businesses are listed there. And try to apply, especially if you’re a woman on business, or a minority on business, governments are looking for to spend money with women owned and minority owned businesses, get yourself some money. If you don’t, you’re nuts, especially now how they’re reconfiguring the size of small businesses, you need to go out and get it. So by the way, the government spend 132 point 9 billion in contracts to small businesses was up from 100 and 20 billion the previous year. So in just one year 12 point 9 billion extra dollars went to small businesses. So the goal of the SBA is to provide these is to enable small businesses to be eligible to bid on federal contracts, and also to allow them access to more SBA loan program. So SBA typically has super favorable terms, in terms of credit and size, and what they need to give you loans. So you should also take care take advantage of that as well. So there’s some small business news for you but and now, what we’re going to do is we’re going to go into our common sense conversation. This is part two, with George Paul, who’s the founder of GP three creative and George is going to take us through how you deploy Well, he’s not going to take us through by himself. I’m gonna lead the conversation. But in our conversation, we talked about how to deploy your branding that you just created that you just did on the budget. It was very interesting. And I’m gonna share some thoughts after the conversation. So let’s get this conversation started.

Narrator 19:49
It’s time for another common sense conversation.

Micah Logan 19:59
All right. Welcome. to part two of my discussion with George Paul the third. He’s the founder and principal of GP three creative. And he’s an award winning, marketing and branding specialist that has, I’ve worked with myself and my companies for the last almost 20 years. And he’s back for part two, and we’re going to talk about how to deploy your brand. Last episode, if you haven’t heard it, we spoke about how to create your brand. So if you’re a small business owner, and you are on a budget of sorts, or you’re trying to create a brand, that people will recognize and will last, go back and listen to Episode 54, because that episode will talk to you about how exactly you need to create the brand, George and I have already spent 15 minutes going over that we’re not going to rehash it again in this episode. Instead, we’re going to move on deploying, move on to deploying your brand for this part two. So George, you know, we’ve created the brands, now it’s time to deploy a man. Yeah, so you got this got this pile of logos in your lap. Now, what do you do with it?

George Paul 21:14
So you’re focusing on value. That’s what it’s all about. At the end of the day, a person wants to know what value is going to bring to me. And I mean, truth be told it does boil down to money. But that’s not always the thing, you know, people might want peace of mind, you know, a peace of mind does have a price tag, if your brand can show the value of the peace of mind, then people will pay what you’re asking. So when you’re deploying your brand, you want to have like several different things already kind of created ahead of time. So of course, you want to have your logo, you want to have it in different formats. So that way, anybody whom you bring in, like if you’re going to have you know, shirts and embroidery done, you have your logo in that version that they look for, if you’re going to have it put on you know, your vehicles and do a vehicle wrap, then that should already be pre designed already. And just part of your brand deployment. But the big thing is deploy everything all at once. Just you know, bum rush the audience and let them see everything everywhere, because the thing about it is, we didn’t touch on this last episode. But this is a very kind of alarming fact that people may not realize, as a person has to actually interact with your brand, at least 20 times before they actually buy. Just think about that for a second, they have to interact with your brand 20 times before they buy. So what

Micah Logan 22:48
do you consider it an interaction? Is it like, like a Facebook ad?

George Paul 22:52
Well, they call it touch points in the industry. So that interaction is a touch point. So when they see your logo, on a Facebook ad, when they look at a post, when they visit your Facebook page, when they visit your website, when they call your company, when they drive by your location, every single time they see your brand, that’s a touch all of those touches, then help the person go through a process of disregarding you to taking you seriously to actually trying you out then to becoming a loyal customer. And you really you don’t just want like a customer, you really want like a stark raving mad fan. Like you don’t have a brand. If you can, you can’t take that a brand away, and people are like, okay, and they move on with life. They should feel like if you go away, my life is gonna fall apart. And so

how much time to these interactions exist for like?

Micah Logan 23:51
How much time do you have for a person to recognize and then choose if they want to follow up? Or, you know, just to get a visceral reaction? How much time do you have?

George Paul 24:01
Well, you don’t have much you don’t have a long time, like you think about you have to think about where they’re going to go to solve the problem. And that’s where your brand needs to be. So if people looking to Facebook for solutions, like say they might have a Facebook group, or you think about next door like a down here this, we have Facebook groups for subdivisions. So where are they going to go to get the solution? Well, they’re going to go to the subdivision Facebook group. And if you’re brand new, if you keep getting recommended over and over again, every time your name is recommended, that’s like a touch. So and then people just going to use the person who’s recommended the most. Or they might do that and then just subsequently click on your Facebook page. Well, now this is where like all those cookies and things start coming into play, because now they start feeding your brand to them. So you actually have to be doing Facebook marketing or Google marketing or any online marketing. So that way it works in tandem. With them seen that search, the more times they encounter your brand, the quicker you’re going to get the sale. So that’s why it’s important to launch it all at once. Because once they go offline, and they see your vehicles within the subdivision, or when you think about people back in Massachusetts, if they go offline, and then they see like your truck driving by coming from a service job, that’s another touch. They’re in St. Louis. And this is all subliminal, no one’s ever going to say this out loud. But it all goes through their head. And that’s why it’s important to have like an expert that understands the, the mind game that goes through this. And I don’t mean to say that it’s like a game, because it’s not. But it’s, it’s a process and you’re drawing that person along that process. And that’s really what you what you want to do is you want to make sure you have as many touch points as possible.

Micah Logan 25:57
Yeah, no, I hear you. And you know, we’ve worked on that over the years, of course, having these touch points with with our customers, in the businesses that I am involved with that I own, whatever the case is, and it it gets tricky. But once you have a team and a strategy in place, it makes it a lot easier. So tell me, let’s talk about some of the deploying of the brands that you have over the years. And let’s start with at print solutions, there was a company called at print solutions that you helped to rebrand. Tell me a little bit about their their story why they chose to rebrand when they did?

George Paul 26:33
Well, we talked about at the beginning in the previous episode, that you can start a business without having a brand but at a certain point, you’re going to hit a stopping point. Now, interesting love ad, I was one of the first jobs I had coming out of college. But like I said, I’ve been training myself to understand, you know how to really build a business because my goal was to build my own. So I was used to coming in. And, you know, I should say I was not hesitant about creating systems. When I saw that where the problem was. Now with AGI they were a rapidly growing business, they were in their first year, they did about 500 grand their first year. And they just hit the stopping point. Like they just couldn’t really get any more business. And the reason why is because their brand didn’t match with what they were trying to deliver what they were asking for. And we talked about that in the in the first episode that if a person is going to be spending a specific amount, they’re going to want to see that the brand can deliver on what they’re spending their brand didn’t literally have several people that said, You guys look like you just have a printer in your basement. I’m not giving you my money. And but they had a their own dedicated facility, two floors, several printers that were like, you know, half a million dollar printers or whatever. And this is what they were running into. So that was part of it. So part of the solution was creating the brand that could accommodate with what they were doing, like letting people know everything that they had, and that they weren’t just guys with the printer in a basement. And the second half was creating systems within the organization to help keep things flowing properly, because they were losing money that way. And so that’s where the strategy comes in, you know, they said we just, we need to have this fix. And that’s what they brought me in was to fix just the systems that were failing. But in asking questions, I realized it was more than just that, because you could fix that system. But if you don’t bring in any more business, then where’s your business gonna be but out the door? Yeah, we ended up happening is I ended up creating the brand that went with it, creating systems that they needed. And within six months, they had made 500,000.

Micah Logan 29:06
That’s great.

George Paul 29:07
And the thing about it is, it’s because you need the tools. If you don’t have the tools in order to close the sale, you’re not going to close a sale. So we talked about previously, you know about having the brochures, the pamphlets, the things that you can leave behind, that can do the selling for you, they didn’t really have those things all together in a cohesive, appealing package. The brand created that they subsequently got the business.

Micah Logan 29:30
Right, cool. So let’s talk about my business now. So I started with vistaprint a picture of a pyramid I just thought the pyramids were cool. pyramids and Egyptian culture are a stairway. And I kind of took that concept of the stairway and I applied it to help that you know, as you get healthier, you’re climbing the stairway to good health and when you get to the top, you’re your best version of yourself that you could be right so I had this generic question. Have a an Egyptian pyramid on a vistaprint card with my name, slapped on the card, and then I paid the Believe it or not, I paid the extra five bucks to get the to get the writing taken off the back of the car, too, was a big spender back then. And you know, winning bucks. Exactly. Um, and so um, but that’s how I started. And then we rebranded a couple times since then, this is this will be what a third rebrand of the business.

Say it’s a rebrand Well, this one is a rebrand. But we all know the reason why. All right,

well, we don’t all know the reason why. And that was,

George Paul 30:37
yeah, I mean, you and I know the reason why. But the other things were really just brand updates, right? Just basically, you know, updating the brand, making it fresh, making it modern, as the brand has grown. Yeah, but the thing about it is, you know, we did it right from the start, you know, if you have the ability to invest the money and do the branding, right from the bottom floor, the foundation, then your business is going to grow rapidly. And you’re going to really pass that that new boy phase or whatever, but it’s still going to have substance because it’s been backed up by delivering the same experience over and over and over again. And that’s really what we did, and I think was a big contributing factor is that not just only that we create a good brand, when you have the systems in place to deliver the experience that the brand was saying that it’s going to give you,

Micah Logan 31:38
right, let’s talk about the first video that I opened that failed in a year and a half. And, you know, when we first branded a studio, we, we kind of went across the board, right? We had the fly at the banner, because it was in a second floor of a building, which couldn’t have signage above the window. So we had to be super creative about how we deployed signage. And, and basically, we use whatever we could. So like, one of the ideas was the banner. So I was able to fix a banner in the window. Like, if you’re looking at the, like, they were like, I think there were three windows in this in this studio, pointing outside. And so we got Do you remember how big the banner was? Was it like four by six or something?

George Paul 32:26
It was pretty big. I can’t I can’t fold four by six years.

Micah Logan 32:30
I was like, man, screw this, if I can’t have a sign. I’m just gonna show them until they give me a you know how you know how you are, you know how I am you like, well, they might, they might find you if the things too big on my note making like 24 feet by 32 feet. And I’m like, you know, I’m like, bring on the fine. Like, I’m thinking of myself, like, you know, Hey, I just have to handle it if someone tells me to take it down. So that is the biggest the biggest banner that could fit in the windows space. Basically, it literally covered all the windows, which I don’t recommend, if you want sunlight. And so that was the first one. So we actually there were two banners, right? There was a coming soon. Banner. Yeah, we were under construction. And then there was a second one, which was like, kind of what were the now we’re open. And here’s our number kind of deal. Um, well, while we were doing that, after we actually open. And then for collateral we did what

George Paul 33:23
we did. We had the newspaper ads, we had the direct mail. We had outdoor signage, because I think you’re the a frame sign as well out there too.

Micah Logan 33:33
Yeah, dad. Yeah.

George Paul 33:34
So but the thing about is we’ve released all that at once and

Micah Logan 33:38
dragging a frame sign up to the second floor every single night, but

George Paul 33:43
you had to do it not me I just created.

Micah Logan 33:46
Right. Oh, man, it’s luck.

George Paul 33:48
But you released everything all at once. And I know, you’ve I know, you’ve talked about in previous episodes, you know, why went down? You know, why didn’t you know, it failed and so forth. But

Micah Logan 34:01
undercapitalized under educated.

George Paul 34:03
Yeah, but the thing about it is that you still had something that you could pick up the brand was still there, it still was relevant when you you know, got back on the horse. We didn’t have to change it until a couple years later as the brand grew. You know, that’s that’s what it was, once the brand grew, then we need to make sure that the that the logo had grown with it. And so we still kept it a pyramid I mean, it’s been a period pyramid ever since we started but it’s just been different incarnations of it. That’s just a natural evolution to what the brand is and what it delivers.

Micah Logan 34:42
Yeah, I think about it, right. So like, so my business. I’m here in town. it so it was one thing when I opened the first one, and then from that first location to the second location, where it came back with the four locations and physical therapy clinic. That was, that’s when that was around the time when we actually changed the whole logo. Because it was like four locations, we’re like, okay, we’re like, a little more prominent. And then, um, and then when that situation with the physical therapy clinic kind of fell through, when I got my own standalone brick and mortar, that’s when I added the extra name and wellness. And then we, we didn’t really change the logo that much, other than to add to shift a couple of the typesets around and shift the words on the little Yeah,

George Paul 35:33
yeah, I mean, I mean, me, I’m a little passion, I love history, and, you know, paying paying homage to tradition. So we kept the main color, which was the orange, but then we added others because, right, and we added all the other colors, because we really wanted to show this energy popping, you know, reaching the pinnacle reaching the high, you’re gonna have this abundance of energy, this really explosion, and because, but also, that was the experience that people kept saying that how much better that they felt. And the truth was that they had. So this was just a natural evolution to it. But it’s still, you know, paid homage back to, you know, the swirling, the swirling bursts around the the pyramid rather than just swirling versus just this explosive energy.

Micah Logan 36:24
But people don’t really know what we’re talking about here, because they can’t they don’t have the logo in front of them. But you know, it’s funny, because one of the things that we did was we listen to my, to my members, right? So we listen, we continue to listen to what my members were talking about their experience where it was, when they were interacting with the business that informed up an update to the logo.

George Paul 36:46
Yeah, yeah, just like we talked about that. You don’t run your business for you, you run your business to do what you want to do in life, right. But how you operate the business is 100%, dictated by how your clients want to do business with you. So what they expect and everything else, that’s what you’re delivering.

Micah Logan 37:08
So I would say that first lesson here is when you’re deploying your brand, then you you want to listen to your members. Oh, for sure. Listen to your map, excuse me, your members, you want to listen to your customers. So you want to listen to what your customers how customers describe what it’s like to do business with you. And you deploy it based off of how they tell you is like to do business with you.

George Paul 37:29
I would probably just let me if I could just interject one thing. I would just and I would focus on the feelings like, you know, really talk to them about why did you come to us in the first place? Why do

Micah Logan 37:39
you feel so much? Because

I know I’m joking. You’re like, I have no feelings, you’re all feelings.

George Paul 37:48
But that’s what it is. You’re you’re selling, you’re visualizing a feeling that they want to have, you know, and you know, people because people why do people buy Mercedes? Why do they buy luxury, they want to feel like they have money, they want to feel like they’re in another class, you know, when you can visualize that feeling that people are going to naturally draw to your brand. So asking them, you know, what emotional needs we satisfy, that might be like, a heavy question for a client. But you ask yourself, and you listen to what they say, you know, as to how do you feel using us, you know, what’s your response would have other people said about us, all of those things are going to let you see what the actual emotional need you satisfy. And then that you can visualize?

Micah Logan 38:37
Yeah, and now, um, you know, we have a different story to tell, because now we’re going to be franchising. So that means that we have to consider what the, you know, what, what scaling looks like, right? And now, when you’re scaling a business, it, it looks a little different than your, you know, your little regional or your local state business. And so they’re going to be other considerations. Now, you know, with that, that we’ll have to deploy, as we we deployed the deploy the brand for for the scaling there, you know, scaling the franchise across the US, that’s going to be something that is going to take, you know, time to develop. Now, interesting case study was I was I had a I have a business consulting clients at chess Academy. Um, and of course, as I always do, I recommend people to you for branding, because I feel like we kind of work as a team as a pack, you know, and so in part of my small business consultation, I recommended you for branding, which in for them, it was like an actual inception of a brand and it came out really, really well. Um, so this was the chess Academy. Excuse me, this is the chess Academy which focuses on helping kids to become masters in chess and tell us a little bit about this brand.

George Paul 39:55
Well, with future masters, you know, that was sitting down with, you know, sitting down with the owner talking about his goal, his vision, you know, because it was, it was intriguing from the start, you know, because he niched down right away. This is this is what I want to focus on. It’s chess lessons, you know, for people, and for youth, you know? And I said, Well, why is this? Why did you choose that? And I said, well, because you can then apply those lessons to things in life. I mean, I’ve done that all throughout my life. So he brought his own journey into his founding principles. And that really intrigued me. So that’s what we can focus on, and make it bigger than just teaching chess. Because if you’re just teaching chess, then they can just pick anybody, you know how we’re going to make the brand stand out? Well, you can bridge that connection between chess and life skills, then you’re going to then draw more people in. And so that’s where and that’s when I came up with the tagline, mastering chess and life, and then created a and it was a challenge to create that brand only because the demographic was really, really why you want you I mean, you wanted something that kids, you know, would want to wear, and you’re talking about two different demographics, even within the children, you know, young kids, two teenagers, what draws one is draws doesn’t draw the other. Right. But then also, you need something that’s serious enough that the parents who are actually spending the money for their kids lessons will actually say I should, you know, spend my money here.