The Brand Chef Newsletter
Add some spice to your brand and grab your audience's attention.
Have you outgrown your personal name?
There’s a fragile moment when a business grows beyond your name into something much bigger. That’s where Emily Terrani was when we first connected. Her personal brand – Emily Terrani Coaching – had built a great reputation and was bringing in solid revenue. But like all of us purpose-driven business owners... Emily wasn’t just chasing dollar signs; she was chasing impact. Emily knew her purpose was to punch higher. To build something bigger than herself, so that she could impact more than...
🔑🔑🔑(3) keys to a lasting logo
I’ve had the pleasure of working with some incredible businesses on logo design recently. It’s made me reflect on what makes a logo really work. Because it’s so easy to get this stuff wrong and create a logo that looks nice, but doesn’t actually do anything. Design is art with a purpose – and if your logo isn’t serving your business, it’s not doing its job. So what makes a logo last? There are 3 key criteria: 1: Uniqueness 🧩 When creating a logo, I usually throw out the first 20-25 ideas that...
My sister-in-law brand test 🧪
Reader, It’s not always the case that your sister-in-law fits the Ideal Client Profile…but in this case, she was. I was at the beginning stages of a website redesign project for The Child Care Council of Suffolk (CCCS) – a legacy organization that’s been serving the community for over half-a-century. And my sister-in-law happened to be the exact type of person they’re targeting. So I literally sat her down in front of the computer. Logged onto the client's website. And said, “Just try to find...
In the Canva kitchen? Get burned.🔥
By reheating stale Canva templates… are you saving time? No.are you saving money? Maybe… in the short run (a big maybe). Yet, SO many business owners and marketing directors insist on spending hours every week… 🖱️ dragging elements, 🎨 toggling between colors, 📐 and resizing images for different platforms. It may feel like a safer option than hiring a pro……but it’s actually the slowest and most costly way to make your brand invisible. 🫥 🔍 Let me break it down: Instead of serving your signature...
You don’t own your brand.
This business owner was Capital S Shocked when I recently sent her Brand Flavor Review (free for email subscribers). After all, she just spent a decent chunk of change – $5,000+ – on a website redesign. The visuals? Clean. The layout? Modern. The logo? Sharp. But the feeling…? 🥶 Cold and sterile… which is the exact opposite feeling you get when working with her. 😵💫 Confusing… she had a ton of jargon-filled copy, yet it wasn’t exactly clear what transformation clients can expect. 😐...
You’re focusing on the wrong thing
I tried playing the role of a customer when walking into my client’s office: 👉 The Child Care Council of Suffolk. They train future childcare professionals. Real impact. Proven results. Great mission. So when I walked in, I asked...💬 “Where are training sessions held?” That’s why customers go there, after all. My client pointed up at a whiteboard. It read: Information Session ▶️(in pretty bad handwriting) I didn’t see this because I’m not 9 feet tall– which is where this whiteboard was...
Example of an AMAZING brand 🎨
You don’t need a prettier brand… You need a brand that MEANS SOMETHING! One that makes the right clients say: “Damn, I need to work with them.” Way too many business owners are settling for what I call ‘microwave branding’ – it’s quick, cheap, and there’s no real flavor. You know the look: 🏘️ That real estate logo with 3 rooftops?🌱 The health coach logo with a leafy green sprout?🔄 The marketing firm logo with generic arrows in a circle? All pulled from the same $99 buffet of “meh.” Generic...
3-step brand clarity test 🌶️
Clarity on your ideal client isn’t “nice to have.” It’s the difference between leads that convert and crickets. 🦗 And if you don’t know who you’re talking to… your bank account knows it too. 🏦 Let me tell you about Corben Wilson from Myles Thousand Financial. He came to his Brand Appetizer thinking we’d talk visuals or taglines. But five minutes in, we were unpacking fundamental questions he was too busy to ever ask himself: 💬 Who are my best clients?💬 What pain points are unique to them? 💬...
7 Qs that’ll save you thousands 💸
Before spending thousands on a new design… read this: Most of my clients come to me for a full rebrand because they’ve burned time and money on branding that simply didn’t drive revenue. One client said it best: “I spent 6 months on a new site. Everyone said it looked ‘great’ – but visitors kept bouncing.” Here’s the truth that most designers and branding agencies ignore: A failed website is NOT a design issue.It’s a strategy issue.A brand issue.A “you didn’t ask the right questions before...
Your brand ISN’T what you say.
Most business owners completely miss this about branding: Branding isn’t what you say about your business. It’s what people feel when they come across you. Think about it – luxury brands don’t go around shouting “we’re luxury.” The feeling is simply baked into every detail: ⚪ Minimal design🖤 Intentional color choices🎯 Simplicity and space📦 Packaging that feels like a gift And it’s not just about luxury brands. This concept applies to any emotional signal your brand wants customers to feel:...
Add some spice to your brand and grab your audience's attention.