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".
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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. Mix up the spices, and suddenly everything tastes like 💩

Definitely not what we’re aiming for.

Your brand isn't my brand

Here’s what most agencies get wrong: they have a “house style” that they stamp on every client.

Like a restaurant that ignores customer orders and feeds people what they feel like sending out.

That's not how restaurants nor brands work.
That’s templating.

Real branding is about finding each brand’s authentic voice.

Let me show you what I mean: Right now, I’m working with:

• A youth center speaking to parents and teens
• A state-licensed child care referral agency talking to parents and child care professionals
• A candle company helping people with developmental disabilities
• A father raising awareness for kids with rare diseases
• A video production company speaking to hospitality giants
• A Hollywood veteran speaking to directors
• A leadership wellness coach speaking to mid professionals
• A networking coach speaking to young professionals
• An expeditor speaking to homeowners

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How to keep brands separate?

The secret? I treat each brand like a different cuisine. Just as I wouldn’t use the same cutting board for raw chicken and fresh herbs, I create mental (and actual) spaces for each brand. Before every client session, I:

• Read their latest content
• Immerse myself in their world
• Clear my palette of other brand influences

The same should be done for your brand.

Are you bringing in other influence?

Are you letting emotions like jealousy make brand decisions for you?

These will always come back to work against you.

Remember, what makes your brand unique, is what makes it special. Lean into that and you can't go wrong.
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Until next time, Brand Uniquely.
Asaf "The Brand Chef" Bochman

PS. What brand building step did you take this week?