 All right y'all hey everybody good to see you here on smart business moves I'm Liz Trotter and if you're wondering where is Tom Stewart his daughter is getting married and he's off doing wedding stuff so he's not gonna be with us today so Ryan you're with us today though and I'm so excited I met you in Phoenix Arizona mm-hmm I came home and the first thing though Lila's one of the first work things that I did was I sent your name over to our scheduler and said hey you got to get this guy on smart business moves he is so smart so engaging so interesting I think I sat in your session at least twice and listen a few more times for some more stuff because you are just so engaging and you have such good content thank you what was the name of that home home home home service workshop yeah yeah and used to be called infusion soft maybe no that's a little bit of a bigger company but responsive yeah that's a con yeah response con thank you I'm sorry run by responsive it and yeah there's some cool things that they'll be doing recently which we got kind of pulled behind the scenes on because we did that we're part of that brand update but it should be interesting to see what happens with that particular show over the next couple years okay well I'm excited to hear about that sounds fun alright well today are well actually our topic today is be more of you branding from the inside out and Ryan I'm wondering if you could just give people a quick people in this space probably are not going to know who you are so just give them a quick rundown who you are what you do what you love all that good stuff yeah well I'll give my little quick version I guess so I at 13 I I have my first job as a carpet cleaner and I was paying for an embroidering machine because I really want to start an embroidery company when I was 13 I don't know quite why I didn't I didn't really know how business worked and I didn't make a lot of money doing that but I did pay that embroidering machine off and then instantly sold it on eBay to go towards my car at like 15 16 years old but after I when I turned 17 I or a little bit after turn 17 I graduated high school in three years I really hated the school system I'm still not a big fan of it because you know I think money follows value and and not necessarily you know just clocking in and clocking out and you know these sorts of things that it kind of the that system teaches you but that kind of butt heads with with how the world works for a long time but I knew I wanted to start a business and the only thing I knew how to do was clean carpet so at 17 I started my first carpet my first business which was a carpet cleaning company I did that for 10 years and for a very long time had no clue what I was doing and at some point I started to figure some things out but it there was this kind of I went through this transition I think a lot of people go through which is like sort of okay I get in a business and I know many of your viewers are you know they're more in a healthy place like we are today but if there is anybody watching that's starting out this might seem familiar to you you know when I was 17 I was like okay I need to get sales so I started you know reading Zig Ziglar and Brian Tracy and like all the sales grades and I'm like okay wait I can't sell anything if I don't have leads so then I started to look at marketing and then but it took a long time to get there and so then I started to kind of figure out marketing and understanding marketing channels and and copy writing and design and really all I would have liked to do something with art originally but the problem was I didn't as a as a kid growing up in a world where the world just tells you to go to college and this and that and I just I couldn't understand how do you make money with art and so as I'm going out in the real world just trying to sort of start my adult life I was like well I know how to do this thing and and so that's so that graphics sort of passion I had started to pop up as I developed my business and started to develop marketing and really that's what it was for a long time was marketing design and sort of trying to stand out in particular marketing channels but and because I quickly saw that everybody's using the same channels you know back then it was yellow pages and newspaper and you know door-to-door and things like this but you know today the channels have changed but they're still the same for all of us right and so how do you stand out when literally everyone you every other competitor you have is essentially using the same channels that you are they're all aware of the same stuff we all have the same info so how do you stand out and do more within those channels and so that's kind of where I realized that branding is that really the key because if you consider that a market a market is is simply two parties coming that could do business together and marketing is just the idea of bringing those two parties together well a brand is what people think about you and if you are have your own identity and a consumer has maybe a thought about you or could have a thought about you a branding is the idea of let's make those things come together as well the idea of who we are or what we want people to think we are to be the same as the as the person and I what I realized is that in many ways branding is a whole lot more important marketing because it seems kind of easy to just to bring two parties together it seems a little bit harder to make the other party believe what you want them to believe and so what we think of as marketing typically crosses into sales or branding and really marketing at its as in the simplest form is just showing up like being there in the channel and and also having a lead or you know a potential buyer present right that's that's a market two parties you know ebay's a market whether you buy something or not right nice and so the branding is really sort of why I kind of started to see that okay if I do something differently than what's here you know I can I can maybe do better than than I was doing also pause there but that's kind of I don't even remember the question was but that's a little rundown on who you are what you do what you care about where your passions lie so that's about perfect yeah well let me say one more thing actually if you don't mind I always help you out like if I would have found a good company to work with work for probably never would have started a business but I realized quickly like one of my favorite movies is office space because have you seen that one yeah yeah with the red stapler and a guy you know Milton birds down the place and like that's what the world is like businesses suck companies suck and I realized like I probably never would have started a business if there was awesome places to work but whenever I tried to kind of work somewhere it didn't give me a platform to really grow from and contribute greatly to even though I wanted to and so I found that you know I really have to just do it myself and what I've learned through what I do today is that there's a lot of great companies the problem is nobody can tell who you are or where you are like that you exist and that's the bad that's actually the problem it's not that great companies don't exist today it's that there's few of them and and we don't know who they are we can't tell that they exist and so that's what we've been blessed to be able to do today and what kind of I'm passionate about today is is that now I can sort of fix the wrong that I saw which is that I was like there's no good companies work for and I still can't find a lot of them now they're coming to me and I'm like okay now I see your great company because we had four hours to to learn about who you are let's try to help other people know this too you know yeah to be able to see that you're a great company to work for out having to spend four hours getting to know you yeah right so while you were talking I don't know if you could see it Ryan but I was sharing my screen just sharing a little bit of your website here yeah so that yeah we'll we'll come back and we'll share a little bit more in a bit and also get your free brand strategy e-book if I click on that will that show up I have it up on my side and I think I might you know I can email it to you too if you want to pull it up at some point while we're well and you might you might want to share too yeah I can share it on my screen because you can talk about so here's the problem when you're sharing most of the time you can't see anything else except what you're sharing so I hope that's a struggle for you you won't be able to see our screen but yeah I love I really loved your fractal brand identity book amazing and you could potentially share that but also actually while you're doing that somebody is saying on here right on time thank you all so much so it's sort of an ongoing joke that Tom he doesn't like to start exactly on time he's like too much pressure it's like show a party at exactly nine o'clock like ah feels awkward so yeah we end up typically running about two three minutes after at the time and we jumped right on it pretty pretty well today Ryan so you're welcome DD fellow all right let's see ah go ahead and show us a little bit I mean basically what we've what we bring you up oh okay cool I can bring it up but I kind of found was you know people come to us cuz you know they have a and we work you know basically with the trades with you know doing helping them with branding like basically like you have your company you're probably if you're making it to us you're probably great company if you're kind of syncing up with what we're saying yeah but you feel like sort of the outward communication isn't really you know doing that justice and so we'll take a company like JMK plumbing for instance and we'll maybe you know it's all depends on the company people like well should I update my name should I update it's it always depends really cuz we're building from the inside out right we need to figure out who you are before I can recommend what's the right thing for you but in this case we needed to update the name grab we need to update a lot I'm so confused that's the same company that's the same company after we basically advise them to update their name update you know everything this company actually they doubled their revenue from month to month and their profitability went up as well not just revenue but profitability the bottom line and so when he told me this after they launched I said up and how much what additional marketing spend did you you know did you put out because I always ask that question cuz I want to know what the lift was and he's like we didn't do any additional marketing than we did so basically what's happening is they were able to use it's exactly what I'm out you're in the same you're in the same channels you're saying you know you're present in the same places spending the same amount of money but now what you're saying and how you're saying it and how you're being perceived as changing and so that's the difference and so you can make more money with the same stuff because you're actually finally being seen and heard the way you wanted to do right but but you know a lot of people will come to us because they see you know the the sexy you know visual stuff that that that we do right and and I I love that stuff it's fun to look at but really like like you were talking about the passion for me is really like the fact that we're doing that for companies that that actually have something that they believe something that they're trying to accomplish in the world and even if they don't know what that is coming in the door to us I know it's there I believe it's it's it's there in every individual I believe has a unique purpose a unique contribution that they're here to make and therefore unique individuals within their team as a team they have something that they can bring to the table and so we help them to figure what that out what that is and the cool thing is that most people they're sort of already doing it the problem is that they may not know exactly what they're doing they there's three levels of knowing something knowing about something so I can know about math I can know how to do something so I can do math but then a third level of math is knowing how to articulate it to another human being so I can teach it to them and I can start to get creative with those concepts and I can find new ways to apply them that third level of knowing who we are as as brands as individuals typically people don't have that yet they know who they are well enough to do what they do but they'll still have people say like for instance you know the some of the things that you do in your maid service it might have been where people like wow that's really cool you do that and you're like well I don't know just kind of come up with it and you know what I mean you kind of sort of downplay it because you don't realize how amazing some of the things you you do are right and and so we help to articulate those things so that we can actually double down on them and do them intentionally not just sort of like as they as they come you know so that's kind of the lucky exactly it's intentional it allows us to do things systematically it's branding as a system I always tell people like true professional creatives don't creativity doesn't happen at a professional level through epiphany it happens through systematically you have to have a logical repeatable system to follow and and what that looks like for your brand is we call it a fractal brand identity system or the FBI system and it's comprised of your brand core belief which is a single idea that you believe your values explain how to be a person that believes X right and so that's it's really the glue for your core values a lot of people make core values they have no clue what to do with them they stuck them in a drawer they sit on the wall or whatever it's because they don't have the glue which is what it what are you trying to say with those four four five you know core values and that's your core belief so a singular idea because if you say you believe 10 things you're really saying you believe nothing if you say here's 10 reasons you should buy from me and you don't have one reason you don't have one reason right so we need to get to the real yeah exactly so core belief brand archetype personality which are there's 12 different brand archetypes the Carl Jung is kind of has some documentation that we've sort of pulled from for that and and then the brand narrative and so we this is something that we've actually kind of built on since I even met you this voice acronym that we've come up with under the the the story or narrative area and that's it's basically five different types of stories that you can have within your within your brand narrative and so that's kind of the the whole premise around the fractal brand identity system is that if you know these things you basically know who someone is is as a group or an individual if I knew these things about you personally I could basically tell you what you would do in any particular type of situation and that is that means I can trust you right I feel confident in the actions you'll take that means I can trust you which is what we're trying to build trust usually we rely on you know reviews for trust really really you're not relying on they don't trust me as the business they trust the friend that recommended them you know what I mean they don't trust me so how do I get them to trust me they need to know who I am and how do you do that well by applying who you are into all these different touch points so there's an overall perception based on the actions you're taking in the market that they can kind of have a base they might not be able to articulate it but they they can feel that they know you and trust you even if they can articulate it okay so that's a lot of information right and especially it's a ton of information for people that are you know not great at branding so sales I can do sales but branding oh yoy yoy and the marketing that parts that part's tough for me anyway and I know it is for a lot of other people too um would you mind digging into the archetype just a little bit I thought that was really yeah I love that idea it's a really easy place to start to because um it's a place that I find is is is not that difficult to sort of self-diagnose or at least get in the ballpark and even if you're wrong you're still like picking uh exact traits but you like when we when people come in to have us rebrand them um I try many times I'll point out that we're not rebranding them we are taking who they already are they already have a brand and we're trying to actually get all of their outward facing assets and inward inward facing sort of structure to reflect who they already are because they're not otherwise they wouldn't need us but but you can kind of look at these archetypes and and this these are the five I'm sorry four more common ones there's 12 different ones that they're there and let me just make this maybe a little bit bigger two they're pretty small you might need to probably just zoom in on on one two yeah that's a great idea so that we can kind of look but the most one of the most common ones is every man and it's in the home service space specifically and that's just because um when you're doing anything hospitality-ish related you know food hotel service um you're gonna tend to find businesses that are just their natural tone is to be humble and friendly authentic likable relatable I'm like you you're like me creating connection through a sense of belonging um so we can kind of probably use that as a as a as an example um through this um and I'll just show one thing and we'll kind of come back to this um but basically the the idea of the fractal brand system would be that you have your stuff and we'll use the brand archetype as an example so you figure out your thing now in that column you have a you have basically like say five different adjectives to sort of describe who you who you guys are how you how the tone is you know that sort of thing and then you take that you apply it to your a touch point for one of your three markets which is your clients that's people that uh pay you your team members that's people that you pay or your community that's anyone else that's your brand is represented to that is not being one of these two groups that you're not paying or paying you meaning when you go to get lunch and you're lettered up that's your community you don't have to be just at the soup kitchen right um and then um so you're going to take your touch point and then you can apply one of these five questions and again we could probably zone in on like maybe one of these as well just so that we don't have but people can get this guide too just so you you know if you you can take your screenshots if you guys are watching too but um but we can get you this guide as well so um well before we move so I don't forget I'll we'll get it again at the end but how do they get the guide it's on our website um and if you end up having so I have done where let me let me type your website again what is it it's uh get prolific.com g-e-t prolific.com all right y'all for everybody watching this go to get prolific.com and it should pop into all of the groups and um let me send you um let me email this to you and you're I'm the most important thing for me is so it is a lead magnet you do have to punch in your email but the most important thing to me is that people actually get this information and uh so I can I can uh I can send you a Dropbox link that you can post in the chat too um and because I don't really I mean leads are important because the best thing the best way to to help some with their brand is for them to take the next step but ultimately I don't want somebody to see that there's like I don't put my email or like the most important thing is that they actually start on this even if it's without me but um oh I'm getting an error I'll just let me just get a thing here and then I'll have it that'd be great my stuff doesn't look like it's posting into the different groups and pages but we'll try ah Don were you able to I see Don in here were you able to see any of these links that I just posted she'll let us know so in the private chat um oh I see I can see the comments okay join the chat okay oh this is the you okay so we're um so I can get in the youtube one here okay anyways I posted to you in private chat okay let me see if I can connect on the um I don't know I'm checking you out right now so yeah maybe if uh if it if uh anyway so here's I'm gonna post one and we'll see if it if it works here I'm sorry I just posted three times I don't know it'll post to all of the groups too so that's okay so um yeah so if you guys you know that's a I just put the drop box link in there too if if anybody wants to grab it even while we're talking you can kind of fall along but um but uh yeah I tend to wait over talk so uh I'll I'll let you so you kind and you kind of know this stuff so I think you you know best what will be interesting to your people so yeah what will be helpful do you think that we can so take take me through like um kind kind of the sequence so show me something that is so I hear every man I'm like okay I get it so I'm I'm I've got a humble company we're friendly or authentic we're like you we're relatable and show me a brand maybe something that you did or maybe you can pull up you know on target amazon and how is it humble or friendly yeah authentic you know what what about it yeah so the cool thing is maybe I'll give two examples uh one um do you think remember do you remember the example with Tommy Mello's company do you think that would be helpful I don't remember it which one oh yeah yeah yeah okay and then I could show you something from target as well um I'll pull it up out um on a different on my other window while while I'm maybe giving the other example um but basically when you take this so if you take any one of these traits and this this is this is not just the uh this one so basically when you fill out this that that fractal brand um thing you're gonna have basically three columns of let's just say like five words words or ideas or stories or whatever in each one so here's your five words for this one if if you are the everyman brand archetype which many people will be just because it's it's not because I'm trying to put you on a box but this is just like then when I do these things you have four areas uh connection legacy independence and structure and most that's kind of the four ones across these are the top ones most likely in each of those categories just based off of me doing like hundreds of these you know things with people so um and they just kind of like kind of roughly in these order as well um so um but so you take humble friendly authentic likable reliable let's just take friendly right that's an easy one most people like okay yeah we try to be friendly with customers but you know when you're looking at your client touch points you know when they uh do when they get an estimate from you are you you know let's just say the call in for sort of that stuff starts with that first call um are you intentionally being friendly though are you uh have you been able to have this documented so you can say okay well what's the craziest way that we could be friendly during that first phone call that could get you a different set of answers or um maybe you actually look at like what is the best practices of an initial phone call and maybe there's areas that you find that aren't inherently really that friendly or maybe they even work in opposition to um who you actually are um and you can find ways that you can you can sort of soften those areas up or your team knows best you can maybe look at the people who close the best on estimates and you can maybe record those calls and look for those specifically what are they doing to do that and doing those fall in line with you know our personality tone or for instance where you can look at other companies uh steal like an artist taking taking examples of how other people are doing applying these things and uh and then use them to your own for your own company um I'll find an example from from target of that one um if I if I can uh but um well I guess we can just scroll over here real quick one of the cool things is I went to Target's um photos one um there was one a while back um that I that I have in some of my presentations as an example where they have like a lady doing a pillow fort making a pillow fort and and the idea is with with um target they're you know it's mostly you know at you know moms at home you know trying to they're you know they're kind of celebrating you know what kind of motherhoods like in some ways and there's a lot of like cool little tips and more recipes or crafts you could do and things like this and the difference is that you know a lot of times people think of it's maybe a little bit better than some other stores in quality but um really it's about them I and knowing who they're serving and trying to sort of speak in their language and let them know like hey we're right alongside with you we get you um and so you you won't see them you know if you go to restoration hardware's website you might see like a $50,000 chandelier in a bedroom and I don't know about you but I don't know any people that are like that like I don't know people that you know personally and that's not like a normal person right it's not a normal wife doesn't really care about that to be honest um or a normal mom she doesn't really care about that but what you will see is like different little things that that make you know women you know moms in particular maybe feel smart and feel um like they're you know really taking care of their home and and building their home in the way they want etc but what adds is a pillow fort and that it was just a great idea of like you know they could they could be showing anything but instead they're showing you like items that are like 10 bucks and stuff like this why because it's not about how it's really about engaging with you in uh in in in media on social media and and so they're creating things that sort of uh peak your interest and get you inspired and I think one of their models is like finding uh finding um like maybe excitement in the little things or something and so they'll have little stuff that you could you could see something like this and say oh wow we could do something like that for you know for our brand maybe we could do something with some sort of branded food that we could do or um maybe for um let me go to the regular posts um but the cool thing is too is you could even let's just say you sign up for their email blasts of course everything's gonna be valentine's day but maybe we could find a valentine's day that would apply um but uh you could sign up for their email campaigns like a drip campaign from a company that's the every man and you could actually see what what they're posting and then say how could we make this ours right um I wish I wish it wasn't but here's so here's um a post where they have this little kid and they have the milestones interacting with the brand many companies they might have let's just say you have a maid company where you've had maybe you just happen to have pulled those pictures over time with your son or daughter like pushing the you know broom or you know with the squeegee or whatever or you can even start that now um as this is a cool thing that to share with your family but then later on using it for content and this this is the type of thing that that you can look at that and say wow I actually have maybe the material to do this exact post and if you do this no one's going to be like oh my goodness you stole that from Target like no one would know right because it's a different industry it's a different set of customers um and it's a different company and all of that and you can so you can find that that's the right tone they're they're they're identifying with the mom based off of the kid because we all love our kids and so it's it's basically finding that thing and saying let's do something around that and in this case it's just like sort of those little memory moments that you know sometimes you'll see pop up on your phone or something like that um and uh but yeah so you know a lot of organization type stuff you know little hacks that you found actually I have a friend um uh I don't I don't know if you know him Brandon Plisic um he's really big on TikTok he runs a channel called Clean Clean That Up I think um and I mean we're talking I mean really big I mean he's he makes six figures off of his TikTok account um and uh has been featured on national news and all these sorts of things um magazines like uh you know home and garden magazines and stuff um but it's little cleaning hacks like this like like what we're seeing right here and so you could find stuff that you know it's it's not to say that you're gonna rip off like the whole channel but you're gonna look for those little things that you pop out to you and you're like yeah this could be I I have an idea that could go with this and it's a whole lot easier again and when you have this type of inspiration you find three or four channels that really feel like who you are and how you guys are trying to portray yourself and and even maybe a similar demographic and just sort of repurposing some of their stuff that they've spent tons of money trying you know figuring out what that next post is gonna be and you can come in and just be like I'm just gonna do that or take that uh email drip campaign and and download all of the files put them into a doc put them in the chat GPT and ask it to repurpose it based off of your values your beliefs your personality your you know and you can just repurpose that stuff or maybe your next job ad sounds more friendly because you got chat GPT's opinion on it before you posted it right um so it allows you to sort of automate these these things a little bit um anyway so that's that's one little thing with this but I'll give you another example um which is um well some people have have seen um are aware of uh Tommy mellows brand a one garage uh door here in uh uh in the phoenix area and uh Tommy's done you know they're a nine figure company they're uh branching out across the nation they've done a really great job um with uh their brand but a lot of people will sort of look and see they think that it's the awareness um we talked about this when we met there's there's sort of uh three three goals to to marketing uh your first goal is uh awareness uh you need your brand you need a brand awareness in the market the second goal and that's really most people aren't even there yet right so that's like their first step and so when they see a company like a one garage um Tommy mellow they they they kind of feel like well it's um it's it's it's gotta be all of the awareness type stuff that they're doing um I don't really anything I'm gonna pull us down for a second um they uh and um and they're like okay well I've I've gotta go get on every billboard I've gotta do every direct mail I've gotta do all of this stuff and it's gonna cost me so much money and they get like and then they almost don't even get started because they're just so overwhelmed and what if it doesn't work and blah blah blah um and that's all just the awareness but you know what I find is that if you actually go in reverse and you start to kind of work on the deeper things you can sometimes get people to give you awareness for free you know this is why Tesla's never spent a dollar on marketing you know they have a zero dollar marketing budget because they do stuff that's remarkable just like you've done in your businesses as well but um with uh a one garage uh you know they said you know when they think about going to the job uh arriving to the job on the first time you think about what how can you be friendly they arrive uh they on the way to to a job they ask their client they offer them a beverage like hey I'm stopping the gas up can we get you something or whatever and and here's what I kind of how I help you and understand what the real difference and the real impact is that and there's some other stuff that they do we'll just mention that one though um but you take if I if my if I my spring breaks on my garage and my neighbors both recently used somebody or I think they might have and I ask for recommendation if if one company uh you know company uh ABC uh you know they they say well they were they were friendly uh guys were came came on time they're I definitely recommend or whatever just a simple normal review that's what what's what one of my neighbors says my other neighbor they use a one garage and they might say something like yeah the guys were friendly they came on time uh but it's funny the guy actually showed up with a six pack of beer because he asked me if I wanted a beverage or he was at the uh you know at the CVS or whatever he was stopping by and I jokingly said a group you know yeah I'll take a six pack and and they brought one and and so that difference a little difference what it does is it takes friendly as a statement and it gives you an action to go it gives you proof so instead of me saying somebody's friendly it's an it's an emblematic touchpoint that it actually shows you that they're friendly it shows you that they that they have a sense of humor that they're real people there's so much wrapped up in that little thing um you know that it that it that it symbolizes who they are not just says who they are and and so you assume so much more based off of a little piece of evidence and that's really what we want and just like with your business with the the warm cookies that actually learned about you way before I knew who you were because of how impactful what you that little emblematic touch point was that you guys were doing with the warm cookies I assume everybody knows what we're talking about here no no they won't they won't all know is it a secret am I supposed to talk about it okay so well then let's use you as an example um so well do you want to talk about it or do you want me to talk about you I'll talk about you you could probably talk about it you probably talk about it in a different way than I would um so I talk too much so you're welcome to stop me whenever you want um but uh so what what Liz has done over at her maid company is I heard about this through um through a friend of mine I was on a master mine um so some people are in the chat they're saying yeah uh they they know what I'm talking about um I was in a master mine and this girl she comes in she's raving about this maid services she just had uh up in Washington and and I didn't even get the name at the time of the company um but come to find out later it was Liz's company but she's going on and on I didn't ask for a name because there's no way I can even hire this company because I'm across the nation um but she's like yeah you know I came home and the house smelled great they baked cookies while I was gone and it was amazing and this company you know it's maid service they clean everything up but they bake these fresh warm cookies and it was just outstanding and so for like 15 minutes thanks for hacking our you know this mastermind that I pay so much money to get so for 15 minutes we're just talking about Liz's company even though most of us can't use them but imagine how many of the people in her market can that are hearing these same stories but they can use her and that opens up so much doors when you you know bring into your coaching business but also if you were ever to franchise of course now you have these stories that are already spreading it's like oh that company's coming to town like we've all we all know that like I have a um I came from Chicago uh and moved to Arizona and we have a portillo that's coming you know getting put in down the street which is a big deal or and there's also a Illuminati's pizza which is which is great but like we're waiting for those things that we've heard of like we've experienced them and like well it's going to be awesome if this is here so it gives you such um a runway with some of these other things but more importantly to your to your all the market you're already operating and they're going to have this emblematic touch point that they're going to tell everybody about because it's and the reason why is because number one it's it's remarkable people want people with companies want uh customers and other business they want the market to talk about them the problem is they're not doing things worth talking about all right I'm gonna interrupt you there real quick so I want to point out to everybody here that uh Ryan uses the word remarkable a lot and some of you are just thinking remarkable like cool fabulous super but he means literally people remark about your company it is remarkable the thing that you do makes me able to remark about somebody so when you're thinking about the word remarkable it's not the same thing as awesome or fabulous right it's a real thing and that you want to create in your business exactly people use words uh too loosely like um I don't know about fabulous but the word awesome even like you hear somebody say that so off like so all the time but if you can create something that is awe inspiring literally awesome that is not a small feat that's not a small thing to say that something's awesome and though we use it so you know flippantly but um same thing with remarkable is um thank you for pointing that out it's is that when I say remarkable I'm talking about people that are doing things that are worth talking about they're worth rehashing remarking retelling to others because they were so different and so engaging and and touch people in such a way and here's really what happens is it's not just it's not actually the thing that's this is kind of the the secret with these emblematic touch points or anchor touch points or these remarkable touch points um is that it's not actually the thing it's it's that they needed a thing that they could tie the whole experience to and if you don't give them that you leave it like up to them and they are not uh communication experts yeah so they're just going to be like oh they were nice people good job whatever the same review as everyone else what if you could control what people say by doing something that's remarkable enough that they can attach their whole experience to a single thing right we talked about like how the double tree 34 of people online that mentioned uh that uh review the double tree include the word cookie because they have the warm cookies in their lobby and it's the same type of thing is that that is a symbol of so much more that's happening and so what symbol are we giving people to allow them to have to point at something when they say what they're saying you know the hey this is what they did that was an example of that right i like to think of it like this which i think fits right in with what you're saying ryan if there are five of us in a room and one person is saying um asking oh so yeah i've been looking for a cleaning company who do you all use and this person says oh this this that they all say they're that who they use the person who the company who is doing something remarkable their client doesn't just give the name they don't just say oh i use marry maids oh i use american made oh i use castle keepers they say oh no no no you guys you have to check out my company they do blah blah blah whatever the thing is and it doesn't have to be it doesn't have to be awe inspiring the biggest most expensive thing but has to be remarkable yes remarkable can be small i think that's a something that gets lost sometimes too doesn't have to be ginormous it can be small and you don't have to do it every single time you don't have to bring the guy a six pack of beer every single time right but you do have to ask the question yeah you have to have part that you have to have the system systematic because some sometimes things become never things because we never have time because sometimes things become never things when we're busy and we're always busy so basically you have to understand systematically to what degree to what frequency how do we open this door you know what is it going to always be like right but it has to be i guess i'll show really quick again this my my then there should not be bringing beer to the job site okay here's another example of a company that i know of that i loved i thought and this is so simple too so this is a realtor and you know how when realtors put on open houses and everybody comes to the house and they walk through your house and all the realtors come in and there's one of two things that happens either they have their own booties and they put on their booties or they take off their shoes especially if they have very like brand new wood flooring or something like that so this this realtor she provides these cute little slides that people have so not cover their feet this is like they're going to be comfortable when they come in everybody's walking around the house in these little slides that she then takes back and you know cleans etc and gives them back out to people costs her nothing but everybody knows who she is and of course the slides say her her company on them how easy is that she could even give out the slides but nobody's going to keep them so keeping them and rolling them over works really well costs are almost nothing but we all know who that is all of the builders etc we want the lady with the slides she's like like i don't know you know if anybody's like a like a star wars nerd at all but like when we went to star wars like we we took these coaster when we went to the star wars part in in in disney like we we swipe so many of these coasters and i give some of them out at at holiday times because it's like it's not just a coaster it's like the coaster from right from the bar there and it's literally a free thing but to the right person it can mean so much more and they know that people are doing this that's why they're these little cheapy throwaway ones because they know that people are going to want to take those as a symbol of the experience to call back to that experience and like you said the thing doesn't have to necessarily it's not actually the thing that's remarkable it it becomes remarkable because the experience as a whole was remarkable and they want to attach to something what a lot of people don't realize is that the experience that they're delivering to their customers is already remarkable but you don't give them a way to remark about it right and so you have to give them a way to actually communicate that to someone else oh yeah i know i'm separate there right you're already doing it give them though give them the words tell them what to say ah love that so good and when they say you know man the when they say the cookies they don't care about the cookies right it's that they care about the overall experience in the people and and they finally have a way to actually articulate it to another human being in a way that because of the secret is that is that when you experience something like awe or comfort or warmth or laughter and you oh your body literally has a physiological change to where you laugh at something like you're over overfilled with something so that there's a there's too much going on inside that you externally have to do something um you cannot explain what's happening so what do you need to do you need to attach something that they can try to explain with right and so you attach sometimes it's a physical object sometimes it's um you know just a unique experience or whatever and it allows them an outlet to now to do that it's almost like their laughter that remarkable thing it's almost my outward way to be able to exclaim it now yeah oh i like that too you know uh there's somebody there's an act there are a few actors that do this where they kind of have catchphrases too so yeah it can be a word it could be a phrase like you know my pleasure you probably know who says that you know um you know so there could be so many things we don't even have to say anything we just say my pleasure everybody picture chick-fil-a everybody picture chick-fil-a and really is my pleasure anything to do with chicken no wow and that's a stolen like an artist because that that came from uh the ritz carlton is where they got that from um and you know which are both great great brands i use them a lot for examples you know a chick-fil-a you can't get your own drink there why because they would be literally in opposition to who they are which is to try to in is to show people what it's like to truly be served and they they feel like the world's missing people that truly want to serve others and so to have a self-serving drink station would be in opposition to who they are but every other one of their competitors has this so why don't they because it's it doesn't make sense so they do it the opposite way right but you can't see that if you don't know who you are it's not that you wouldn't already be that way it's that you can't systematically apply that unless you articulate it the ritz carlton has that two thousand dollar rule where you can you know any employee can solve any uh you know guests problem for any reason under two grand without any approval you know these are little tiny you know structural like like you know systematic changes that you can make or examples of them to allow your people to be more of you but you have to tell them who you are first and then you have to build the systems around or in inside of your your business to allow them to be you I do want to say one more thing about this for those of you that are listening here and every time ryan gives an example if this pops into your head yeah but if what pops into your head is yeah but like with the cookies well what if they burn a house down yeah but with the um getting drinks what if somebody wants to get their own drink yeah but right if you have keep throwing up in your own mind yeah but you're not going to be able to do this you have to you have to let go of the idea that 100 percent of the people are going to want this they're not they're not the only people that are going to want it and that are going to remark on it are the people that love it care about it notice it they think it's remarkable those are the only ones you need people that you resonate with we I never actually finished my statement earlier is there's awareness and then there's preference and then there's resonance the difference between preference and resonance is that preference I I will go through pain for you resonance I will fight for you I will I'll go through some amount of pain but preference I'll sort of like all right well I'll just go with the other option now because there's too much pain resonance there's never too much pain because I'm not fighting for your your brand anymore I'm fighting for me because our stories cross over and sync up I'm resonating we're vibing on the same frequency so if I don't fight for you I'm actually not fighting for me and so what happens is the remarkable by inserting the remarkable touch point trying to create an emblematic touch points and other stories as well it's not just that there's so many we're just we're zoning in on a few things so that we can kind of articulate this enough to hopefully get people excited on working on it but really what's happening is there is it's the people that resonate with who you are already and you're giving them a way to take it to the next level you know and they're able to be more of how they already are and to express that my favorite really in this category the resonance category is apple I mean if you know has an apple iPhone and they resonate with apple apple can do no wrong in their eyes right that just doesn't matter they're perfect no matter what the situation is and they don't they don't have to do anything for that and I even really love how apple has always worked really hard to be less not more which is a completely different mindset than most people have they're always looking for how you can how can we be more how can we do more but sometimes you can be less do less and that's going to make a big statement as well so so much to think about Ryan so when we're talking about when you're talking about what you do are you do you mostly just brand vehicles is that what you do or how you know how how does your business play out in all areas so yeah we and if anybody's interested in working with us there's our branding packages are right on our website with pricing and everything we do have some other more like info like type things where every branding package comes with the foundations for our half half day strategy session that we go and figure this all all these fundamental things out for them or with them and document them for them and and then we go build whatever they want to build which is many times like a logo design or or business name or vehicle wrap the reason why vehicle wraps are so big and why you know one of our packages you know is around including that is because you get 50 000 impressions per vehicle per year which is a nationwide study that was done you can find documentation and that's probably on our website somewhere but a lot of you don't realize that every vehicle that you have on the road or that your people are driving they're getting 10 million if they're a full-time worker they're getting 10 million impressions per year that if you don't have it lettered at all you're not you're not capitalizing off of that so a lot of times I'll encourage someone in the made space that you know maybe your insurance doesn't allow you to letter it up um on a personal vehicle or you know but figure out what what could you do to capitalize off of some of those impressions because if you have 10 vehicles on the road full-time you know you're missing out on 100 million impressions per year that you are already getting you're just not attaching your brand to those impressions so uh so that's a that's why it's a big thing for us is that for home service businesses it's kind of like your storefront it's kind of like your office type of thing you know what I mean so if we serve dentists we would we wouldn't do vehicles we you know do interior design of their storefront or something or their signage but this is what you know assignages for for home service business but that's kind of the deliverables that we focus on is is mainly helping people to understand helping people to put together those key parts of their brand their logo their brand guidelines document like what's our typeface system what's our color system these sorts of things so that when they go out and do an ad that they don't need us to do that facebook ad which is really a low level thing but they have troubles hiring a social media person that gets a consistent feel because they don't know their personality tone and they don't have a you know a set of of of a visual brand system that they can say here's what you apply and so we help you put together that system either fundamental or visual for their business so but we do have those if anyone tears like men you know I love my brand already but I would like some help on this fundamental stuff we do have stuff around that that isn't necessarily on our website just yet but but it will be soon so I'm sure you have a contact us schedule a call something right so they could talk to you about that yeah yeah you can set up a quick call with Travis in our sales it's and it's not some random sales versus my my brother's does a great job helping people get to the right solution that they need whether it's with us or not and so you'll yeah you'll see the button to do that on our website and get the guide if you if you if we try to get a good guide here in the chat but if you don't see it you can get our website too so I'm gonna see if I can pull up your website again just so that people can see some of the different things so pricing y'all you're afraid of pricing look at that pricing right there on the website go there find out a little bit oh yeah I'm a big believer in transparent pricing personally and it's not maybe it's not for everybody but for me if people don't know people don't know the price they can't move forward and it's a simple thing that you can remove I'd rather get rid of the tire kickers personally it's just an obstacle that's unnecessary much of the time but it can be scary for a lot of people because we are very myriad in the idea that yeah but again right I need them to understand why our price is so much or they're just gonna go look at somebody else yeah I'll give I if I could I'd like to share two things on that one is stop I hope this doesn't work in opposition of what somebody has holds near to here but more off the more the better you do with the brand the less that you have to actually sell and so more often than not like we're not actually selling anymore we're just basically like you know and when we happen to get the person it's like man Ryan I wasn't wanting to spend this or really not talking to me usually at that point but it's like well you know if you didn't want to invest in your brand why are you with us if you want to save money you could just get the stuff done in fiber you guys realize that people can clean their own house right so if they call you they're not looking to save money they're looking to get a solution done there there they're hiring you for a luxury service and so that I mean I know it's a little bit we work with business owners so it's a little we get to kind of have a little bit more of a our brand personality let's say is not the every man right and so we can be a little bit more sort of candid with people etc but you know but you can still find ways to say look you know this is like you came to us because of x y and z was or was it really the price and if so here's a and you can find solutions to get that to that person but it's probably not your best fit if they're if that's what they are there for but the other thing I want to mention is that took me a long time in business to figure out that what you want to do is you want to with all those yeah but here's how you contradict that is I would say yeah but how do you know what your customer's thinking how do you how why are you making the decision for your customer you know when you give them one price instead of three why are you making the decision as to the exact price that they're willing to pay give them another option higher so I would say in business today the best the best advice that I try to give somebody when especially as it pertains to marketing and branding and some of these sort of things were like yeah but it might not work but who cares if it works double your price tomorrow see what happens run what's the really about this double your price tomorrow and let's just say nobody books over the next two weeks right what's the worst case scenario you learn that you can't double your price so then you reduce the price back down but what if 50% of the calls book what if one person does at double the price right all of a sudden it validates it validates all of a sudden you validated something that you didn't know and so what you want to do is dictate to the market what things should be like I'm not saying go out there and be greedy what I'm saying is that some people know absolutely that if they don't raise their price their business will not be around in five years and they're refusing to do it today and if that too is that somebody on here that's a tough truth that you got to swallow that pill raise the price of what you know it needs to be regardless of what you think the market will do and allow the dictate to the market what should happen allow the market to validate your idea or invalidate it and then don't be don't be too arrogant if you're wrong it's not a big deal you then we'll find another way but what most people are doing is they're allowing the market to dictate how they're going to do business and then they scrape by and they don't get to serve their people the way they should and they don't get to do little things that little extra things for their for their clients that they wish they could and all these sorts they can't run their business in the way that they know that they really ought to be done you know and that they want to do also and a lot of times for their employees especially in home services right a lot of business owners are in it for their heart and they want to be able to do for their employees they want to be able to do more for their clients and the money's holding them back where the money might actually be there for them to be able to do all of the things that they want to do when you stop focusing on money I find that the less I focus on money the more I actually would charge somebody the reason why is because if I'm not if I don't care about the money I can charge whatever I want you see what I mean because because all of a sudden I've taken money out of it it's like what would the right answer be if money was irrelevant okay well here's how we do it well can we do okay now let's put back money in can we afford to do it that way no oh okay well what do we have to raise it to do that where do we have to do this well Ryan if we do that people might not buy from us well I don't know if they'll buy or not why don't we try it and see oh wait they keep buying oh great perfect now we can do it the way we want to do it and the way we need to do it and the way that is best for our brand and the way that we because it's just like Henry Ford said you know if you ask people what they would want they would have told you a faster horse and guess what it's a lot more expensive to build a new thing from scratch right but that's what he knew things needed to be like and so he dictated what the market would be like and allowed people to validate it and all you know if it didn't work we just never would have had a car no big deal we'd all still be on horses yeah worst case scenario best case scenario you create an entire new industry that that that you know I'm saying this the the the risk to reward ratio was so high on this stuff that it doesn't make sense not to test these sorts of things and for the companies that are 10xing their businesses that's what they're doing right there they're just looking at it they're testing they're saying oh this actually does work people will pay for this they do want this oh my gosh okay so Ryan guess what an entire hour gone just like that it goes so fast we're doing this another 10 hours right so yeah oh yeah what are those called when they tell the thons right yeah back in the day so this is a webathon all right no no it's not y'all I'm lying over here we could go for that long but yeah I I have no doubt that you could talk non-stop for 10 hours and I would be wrapped the entire time I'd be like yes that's good all right so Ryan it was just give me the name of the website again real quick yeah it's getprolific.com that's g-e-t prolific.com and yeah if you guys want to get the free brand strategy e-book in there there's also really cool in that the very first page and like on page five or something you'll see a little call-out to a video on that e-book not not on there but on when you download the thing and there's a 30 minute video where I help people to understand what's their core belief and so that's a it's a tough one to self-assess but I do my best to walk you through it in a way where people are like oh man I know purpose is important and then I'm I know it's I know my why it's my family it's I hate to tell you guys it's not your family because otherwise you wouldn't be on this you would never leave your house you just grow you know mushrooms in your backyard and you'd stay at home and just be with your little you know your five people of your family your purpose is is probably much wider and more impactful than than then you may have ever proud them and we help you to kind of identify what that is that they can actually start using in their business and your people are craving that purpose and if you don't get it they will not be with you later because they need purpose in their life everyone does and as business leaders it's our job to provide that to our team members they're not it's not their job to figure out like how the beehive supposed to run and what's my purpose within the beehive their job is to come here and feel the purpose and live it out and help you it but if you don't give it they're gonna they're gonna either be empty inside or they're gonna hopefully go somewhere else if you're just not being provided at that you know person's work so I say we provide it to people so that that way you know the third of their life that they're with us that they're it's bettering the entire hundred percent of their life become absolutely all right y'all we a little bit late but we're going off Ryan thank you so much and I really appreciate uh you spending this hour with us today thank you thank you Liz appreciate bye y'all bye everyone thank you