Most small businesses don’t need a 60-page strategy binder—they need a compass they’ll actually use. In this episode, we build a one-page brand plan your whole team can remember and run with. You’ll learn the six essentials—Vision, Mission, Values, Audience, Brand Promise, and your Top 3 priorities for the next 90 days—and how to make each one a single, clear sentence. We also cover rollout tactics that create real alignment: make it visible, onboard every new hire with it, and review it quarterly so it stays sharp. If your marketing drifts or your team answers strategy questions differently, this is the reset: tighten the plan, turn it into daily behavior, and watch execution accelerate.

Takeaways

• Long brand plans often fail due to complexity.
• A one-page brand plan is more effective for small businesses.
• Simplicity in branding leads to better employee alignment.
• Visibility of the brand plan increases accountability.
• Regular updates to the brand plan are essential.
• Brand values should guide decision-making.
• A clear brand promise builds trust with customers.
• Engaging employees with the brand plan enhances understanding.
• Branding should be simple and memorable.
• Research is still critical even with a one-page plan.

Chapters

• 00:00 The Problem with Long Brand Plans
• 05:57 Creating a One Page Brand Plan
• 11:38 Practical Takeaways for Implementation

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Brand strategist Zack Lemear dives into the “trust leaks” hiding in plain sight—those tiny inconsistencies across emails, proposals, profiles, and handoffs that quietly slow sales. In this episode, you’ll learn how to spot blind spots quickly, prioritize what to fix, and tighten the micro-moments that make buyers feel confident. If you want a brand that truly backs your promise (and helps close deals faster), press play.

Takeaways

• Brand blind spots are often overlooked but critical.
• Every interaction with a brand shapes customer perception.
• Inconsistencies can erode trust and credibility.
• Mapping the customer journey helps identify blind spots.
• Small details like invoices and email signatures matter.
• Consistency in branding builds customer trust.
• Seek outside feedback to uncover blind spots.
• Fixing one blind spot at a time is effective.
• Emotional connections are built through small details.
• Audit your brand regularly to maintain consistency.

Chapters

• 00:00 Introduction to Brand Blind Spots
• 02:52 The Importance of Consistency in Branding
• 06:08 Identifying and Auditing Blind Spots
• 09:04 Actionable Steps to Fix Blind Spots
• 11:52 Creating a Seamless Brand Experience

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Every confusing headline, inconsistent visual, and unclear sales pitch costs your business money — even if you don’t see it on your P&L. Zack Lemear calls this the “Hidden Brand Tax.” In this episode of Brand Chops, Zack explains how weak branding silently drives up ad costs, slows down sales cycles, and makes hiring harder. You’ll learn practical steps to audit your funnel, simplify your message, align visuals, and strengthen your employer brand — so your brand works for you instead of against you.

Takeaways

• The hidden brand tax is a silent cost businesses pay.
• A weak brand leads to higher ad costs and longer sales cycles.
• Clarity in branding is essential for effective communication.
• Consistent branding builds trust and reduces confusion.
• Strong employer branding attracts better talent and reduces hiring costs.
• Auditing your branding funnel can reveal inefficiencies.
• Aligning visuals across platforms enhances brand recognition.
• Simplifying your message can lead to better engagement.
• Tracking the ROI of branding efforts is crucial.
• Investing in a strong brand pays off in the long run.

Chapters

• 00:00 Introduction to the Hidden Brand Tax
• 02:56 Understanding the Costs of a Weak Brand
• 05:51 The Importance of a Strong Brand
• 08:42 Practical Steps to Cut the Hidden Brand Tax
• 11:47 Actionable Strategies for Immediate Impact
• 14:35 Conclusion and Call to Action

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Your brand has about three seconds to earn attention before people scroll on. In this episode of Brand Chops, Zack Lemear breaks down the power of micro moments—those tiny windows where customers decide whether to lean in or bounce. You’ll hear why most small businesses fail the 3-second test, the psychology behind first impressions, and a step-by-step framework to sharpen your messaging. Walk away with five practical tactics you can apply today to stop the scroll, win attention, and turn clarity into customers.

Takeaways

• Your brand has only seconds to capture attention.
• Most small businesses bury the lead in their messaging.
• Three seconds is often all you get to prove your worth.
• Clarity in branding is essential for engagement.
• Lead with the problem you solve, not your credentials.
• Visuals should support and reinforce your message.
• Test your messaging with strangers for honest feedback.
• Cut the fluff in your communication to enhance clarity.
• Attention is the most valuable currency in marketing.
• Winning in micro moments can lead to longer customer engagement.

Chapters

• 00:00 Introduction to Micro Moments
• 02:58 The Importance of Clarity in Branding
• 05:47 Winning Attention in Three Seconds
• 09:07 Practical Steps to Capture Attention
• 11:55 Visual Cues and First Impressions

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

In this episode of Brand Chops, host Zack Lemear unpacks the real power of a brand promise — and why breaking it even once can cost you a third of your loyal customers. Using examples from Apple and Domino’s, Zack explains how to craft a promise that’s bold, believable, and actually kept. You’ll learn a step-by-step framework to stress test your promise, bake it into every customer touch point, and avoid the costly trap of over-promising. Whether you’re running a small shop or scaling to millions, this episode shows why your brand promise is the make-or-break foundation of customer trust, loyalty, and long-term growth.

Takeaways

• Branding is mostly just about the promises that you keep.
• The gap between promise and experience leads to lost trust.
• 32% of customers will walk away after one bad experience.
• A brand promise is not just a tagline; it's a core commitment.
• Keep it simple, start small, but never break that promise.
• Audit your last five customer interactions to ensure promise delivery.
• Refine your promise into one clear, specific statement.
• Your brand promise is only as strong as your ability to keep it.
• Focus on being the best at one thing, not everything.
• Social proof is crucial for building brand trust.

Chapters

• 00:00 Understanding Brand Promises
• 04:54 The Importance of Keeping Promises
• 09:33 Crafting a Reliable Brand Promise
• 14:31 Maintaining and Evolving Your Promise

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

In this Brand Archetype finale of Brand Chops, Zack Lemear and Chris Duhaime unpack the Ruler archetype—the brand identity built on authority, prestige, and setting the standard. Learn how small businesses can harness the Ruler’s power to attract ambitious customers, command respect, and establish themselves as the gold standard in their industry. From Rolex and Mercedes-Benz to American Express and Microsoft, we break down what makes Ruler brands thrive—and how to avoid the pitfalls of being too exclusive, too rigid, or too cold.

Takeaways

• Ruler brands lead with authority and create prestige.
• They attract customers who value security and status.
• Messaging is key: use strong, authoritative language.
• Ruler brands often use bold and elegant design.
• Common mistakes include being too exclusive or cold.
• Adaptation is crucial for maintaining relevance.
• Establish authority through credibility and thought leadership.
• Deliver exclusivity and trust to your customers.
• Be the standard in customer service and product quality.
• Focus on premium branding and avoid rigidity.

Chapters

• 00:00 Introduction to the Ruler Archetype
• 02:50 Characteristics of Ruler Brands
• 05:31 Strategies for Small Businesses as Ruler Brands

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Summary

The Creator archetype is all about originality, artistry, and innovation. In this episode of Brand Chops, Zack Lemear and Chris Duhaime break down how brands like Apple, Lego, and Adobe thrive by fueling imagination and empowering self-expression. You’ll hear real-world examples, the pitfalls that creative brands often fall into, and practical ways small businesses can tap into the Creator mindset. Whether you’re an artist, innovator, or entrepreneur with a vision, this episode will help you build a brand that inspires, connects, and lasts.

Key Takeaways

• Creator brands thrive on originality and self-expression.
• Brands like Apple and Lego exemplify the creator archetype.
• Messaging is crucial for attracting the right customers.
• Creative brands should avoid overcomplicating their messaging.
• Balancing creativity with practicality is essential.
• Storytelling helps connect with customers on a deeper level.
• Highlighting craftsmanship can enhance brand appeal.
• Building a community of creators fosters engagement.
• Visual design should reflect artistic vision and creativity.
• Avoid sacrificing functionality for the sake of creativity.

Chapters

• 00:00 Exploring the Creator Archetype
• 06:14 Leveraging the Creator Archetype for Small Businesses
• 08:22 Final Takeaways and Future Insights

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Summary

In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime unpack the Caregiver Brand Archetype — one of the most trusted and compassionate identities a business can embody. From Dove’s body positivity campaigns to Campbell’s soup-by-the-fire nostalgia, caregiver brands thrive on empathy, trust, and authentic support. You’ll learn:

• How caregiver brands attract loyal, purpose-driven customers
• The biggest mistakes small businesses make when trying to “care”
• Strategies to show real empathy, not empty promises
• How to build emotional connections without being too passive Whether you run a small business, nonprofit, or customer-first service, this episode will show you how to embody the Caregiver in a way that creates loyalty, impact, and trust.

Takeaways

• The caregiver archetype is built on compassion, service, and trust.
• Caregiver brands exist to help people feel safe and supported.
• Brands like Johnson & Johnson and Dove exemplify caregiver branding.
• Caregiver brands attract customers who value emotional security.
• Messaging for caregiver brands should be warm and reassuring.
• Common mistakes include being too passive and over-promising care.
• Small businesses can thrive by being authentic and transparent.
• Emotional storytelling is crucial for caregiver brands.
• Aligning with a greater purpose enhances brand identity.
• The caregiver archetype focuses on trust, kindness, and emotional support.

Chapters

• 00:00 Introduction to the Caregiver Archetype
• 02:30 Characteristics of Caregiver Brands
• 05:05 Effective Messaging and Branding Strategies
• 07:07 Common Mistakes to Avoid
• 08:33 Strategies for Small Businesses
• 10:14 Recap and Conclusion

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!