We are fans of branding, but not the way the big companies do it.
The goal of branding is not to be the best at what you do but to be seen as the only one who does what you do in the eyes of the customers that matter:
There are some customers that matter more than others.
They’re comparing you within a category and the goal is not to be the best one there but the only one in that category who does what you do.
Very often, people talk about the companies we’ve built, whether it’s Meta Results which is a consulting firm that has turned over millions of dollars in revenue or Alchemy which has helped unemployed people to secure jobs and had a money back guarantee should they fail to do so or even what we’re doing now at Business Sherpa – Providing a money back guarantee and standing with entrepreneurs to multiply their profits by ten.
Don't be the best, be the only one
Our goal with every venture including your’s is not to make you the best in your category but to help you to be the only one that does what you do because when that happens, pricing is not the critical conversation. It’s whether you’re a good fit.