You don't really know someone

until you've had recess with them.

Alex Ziton, age 8

“Dress for Recess” is about being yourself. The two most important aspects of branding are differentiation from everyone else and likability. The problem is that most companies are simply putting on airs–trying to look like everyone else's version of success. Trying to meet the outside world's expectations rather than their own. They create the predictable and expected while trying to convince the world they’re innovators. 


People do business with people they know, like or trust. Your marketing material should exude personality–first and foremost. Discovering and designing that personality is the real art behind successful branding.

Your target market is made up of real people who make choices based on emotions. Appealing to those emotions requires empathy. Smart brands use visual and verbal cues to trigger the emotions that influence behavior.

Facts, figures have their place in marketing, but it’s not the first thing to communicate. Logic should be used to close the deal, not open the door. People use logic to justify the emotional decision they’ve already made.


Brands are the same. Are you actively directing the way your brand is engineered and perceived? Is your brand actively engaging new customers and connecting with them everyday?

Branding by Design

"I believe the difference between great people and everyone else is that great people create their lives actively while everyone else is created by their lives, passively waiting to see where life takes them next. The difference is the difference between living fully and just existing. The difference is the difference between living intentionally and living by accident."

Michael Gerber, The E-Myth Revisited

Organizational culture is an invisible force made up of beliefs and behaviors that operate beneath the surface

and impact how individuals unite, respond and move forward behind a common purpose.


Defining a brand? Start with culture.

Defining your organizational culture is the first step to defining your brand. As certified CultureTalk partners, we will coordinate an organizational survey to be taken by several people within your company. The results will be eye-opening. We’ll determine your strong-suit archetypes and discuss how these factor into your corporate brand, your employment brand and how it affects mergers and acquisitions.

Contact us to learn more.