The Brand Chef Newsletter
Add some spice to your brand and grab your audience's attention.
Hungry Like a Teenager
Let the hunger guide your strategy. Yesterday, my son walked in from school STARVING. Not just hungry - but that teenage athlete kind of starving where they could eat the fridge (and try to). I had all these grand plans to try a new recipe I'd been dying to make. You know the one - that perfectly plated, Instagram-worthy dish that would make me feel ... great. But here's the thing: That dish would have been a bad choice. Did my audience care about presentation? No.Did my audience care about...
Don't Waste Thou$and$ on a Website "Redesign"
“I need a new website.” By FAR the most common reason that clients approach me. But… before I give them what they want, I ask one simple question… Why? After the initial deer-in-headlights look, or the confused “it just isn’t working”, and after some simple reflection, it becomes clear that the problem isn’t the website. It’s the brand behind it. Or the lack of a brand strategy, to be more specific. A new website won’t magically bring in more clients if: Your message is unclear (so visitors...
Are you marketing (or guessing)?
For most businesses, “marketing” is actually just guessing. Every time they put together an ad, a social media post, a website page… it feels like they’re starting from scratch. The result is inconsistent messaging and design – the formula for a confused prospect. 😵💫 And confused prospects don’t buy. That was Corben Wilson’s reality. A financial coach trying to do it all – designing, writing, marketing – without a clear brand strategy. Through The Brand Appetizer and workshop, I helped him...
History of my name + a branding tip
“Hey Chef!” I think I hear that more than “hey Asaf” these days. And you know what? I don’t mind one bit. In fact, I love it. Brand Chef is more than a nickname… it’s branding at work. And for me, it’s worked incredibly well. Why? 🌶️ It instantly makes sense. I’m able to say that I’m a brand strategist without saying “I am a brand strategist” (boring, right?). 🌶️ It differentiates me. There are a lot of brand strategists. A lot of designers. The “Brand Chef” concept stands out. 🌶️ It feels...
The REAL purpose of a logo 🎨
“Can we just create a better logo already?” I hear this all the time from business owners and it’s probably the #1 roadblock to creating an exceptional brand. I get it. When it feels like your brand isn’t clicking, it’s tempting to think a fresh logo will solve the problem. But here’s the thing – A great logo isn’t just about looking good. It should be a reflection of your brand’s unique differences and values. Of your ideal customer and what makes them prefer you over competitors. So until...
Is your brand vision fuzzy? 👓
Most business owners think they have a clear vision for their brand. It’s all there in your head – the mission, the goals, the big picture. But when you try to put it into words? It feels scattered. It’s hard to explain. You struggle to turn it into action. That’s exactly where Adam Peters, founder of The Strategic Veteran, was last year. He knew he didn’t want another corporate job, he wanted to help other veterans, and he wanted his own business. But the specifics? That’s where he was...
#1 branding oversight (that'll make you bland)
Most businesses think they know why customers choose them. But when I ask, I get generic answers: ❌ “We have great service.”❌ “We’ve been around for years.”❌ “We care about our customers.” Here’s the problem: Your competitors are saying the exact same thing. Yet, I hear from business owners who pour thousands of $$$ down the drain with ads that have vague messaging: “We’re the best!” “We’re the fastest!” “We care!” The result? No clicks. No leads. Just wasted money. When I see this problem...
How to refresh your brand in 2025 - Forget the coat of paint.
THE KITCHEN BRAND APPETIZER LINKEDIN You know Reader, the other day, I was reorganizing my kitchen pantry. Lame, I know. Not just the usual shuffle-things-around cleaning, but a complete reset. I found spices from 2019, tools I forgot I owned, and mixes that were on sale that no one was going to eat. Sound like your brand? As we approach 2025, many business owners are realizing their brand identity and website are starting to feel like my old pantry - functional, but not optimized for today’s...
Your Free Guide To Brand Perception from The Brand Chef
THE KITCHEN BRAND APPETIZER LINKEDIN I was tasting the sauce for tonight’s dinner when my son walked in. “Needs salt,” he said. “Needs pepper,” said my daughter. “Needs flavor,” said my wife (she doesn't mince words). And just like that, I had my own mini focus group - each with different tastes, different expectations, and different ways of experiencing the exact same thing. Sound familiar? That’s your brand perception in action. Stop Guessing, Start Measuring Today, I’m giving you my exact...
The Brand Chef Newsletter (formerly Develop Your Brand Flavor)
When Brands Share A Kitchen Some people think I’m crazy when I tell them I’m working with 9 different brands right now. “How do you keep their brands separate?” “Don’t they all start sounding the same?” Let me answer that real quick for you: "No". But it always reminds me of how I approach cooking dinner. Last week, I was making roasted chicken, mashed potatoes, creamed spinach, and of course, corn muffins - all at the same time. Each dish needed its own space, its own tools, its own timing....
Add some spice to your brand and grab your audience's attention.