Franziska: Hi there and welcome back! Today, I want to share with you one of my favourite strategies to use when it comes to building a memorable brand.

Now, this strategy takes a little bit of thinking. It doesn‘t work with every single business. However, it works with most.

What this strategy is, is to pick a theme. I can‘t say the TH. A theme, as in a topic for your business and then using that across everything you do. Let me give you an example. I‘ll give you a few examples so you can see how it can apply to your own business.

A few months ago, when I was running a workshop in Los Angeles, I was free on a Sunday and so I hired a motorbike and I rode through the canyons of Malibu. Really beautiful, behind the beach. Basically, behind the beach, there are all these beautiful canyons. I asked a few friends and I said, “hey, where should I stop for lunch?” Every single one of them told me the same place to stop at. I was quite astonished by that because there are so many restaurants in Los Angeles and why am I given the same place by every single person? So I went there. I said I‘m going to go check out this place. The reason why everyone was recommending the same place is because this place has a theme. The theme that this place used was very Western. So from the moment you walk through the door, actually, before you even walk through the door, the building is very Western themed. The menu is all about, the name that they‘re using is all fitting in to the Western style. There were musicians in there playing Western music, the portions were, of course, huge. Just everything was part of one theme that make this place “talk about-able.” Of course, it makes it different to a restaurant that doesn‘t do anything that is specific.

For us also here, I‘ll give you another example. At The Business Hood, our branding agency, our theme that we use is sort of a mix between street, sort of New York street and beach. So a lot of the names that we use for our branding packages would be names like The Hustler, we have Mr. Big, we have The Boss. We use words like Uptown, Downtown.

So when you pick a certain theme for your business, you can then go to town with it and you can create your own names. When you manage to do that, when you manage to create your own language in a business, it is very powerful. So rather than using names like platinum, gold, silver, please don‘t do that ever again. It is not very sexy. You can create your own.

Another one of our customers here, he runs a consultancy and he is really big in mountaineering. He loves mountaineering. So all of his packages, the way the images that he uses are all reflective of that. So he uses names of mountains for his packages, for example, and metaphors, analogies that are reflective of that passion of mountaineering. So it makes his business different to any other consultancy that is just doing the same thing. Like all their competitors are doing the same thing, basically.

So, I wanted to share this with you. It‘s a very good strategy. It takes a little bit of your genius to come up with a theme that you can carry out across different touchpoints and something that you are proud of. Something that you are passionate about, even.

I would love if you are coming up with a theme for your business. I would love to hear about it. You can always email us, the email is [email protected]. As always, thank you so much for being here. Thank you for sharing this video if you know someone who would benefit from it. Because here for us, it‘s all about creating ripple effects and the more we get to impact people, of course, the happier we get. So thanks for being here.