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:

Whether it’s trust, relatability, safety, confidence, calm, excitement…

Saying “we're the most [insert adjective here]” won’t do it.

Your brand has to show it. Be it. Deliver it.

And that doesn’t just mean on your website. It means evoking this feeling in customers with every single touchpoint.

That’s why I spent hours designing an intake form for Myles Thousand Financial. This could be seen as a waste of time – it’s just an intake form after all… right?

Wrong.

That intake form is the first real interaction his clients have with the brand. And by making it feel premium, thoughtful, and easy, that sets the tone for the entire relationship.

It’s a small moment, but it communicates something big.

🌶️ Here’s your Brand Chef homework:

1: 💭 Ask yourself… “what feeling do I want prospects to have when they think about my brand?”

2: 🖱️ Go to the first few things that prospects will see when they search your brand: typically a website and a social media page.

3: 🤔 Ask yourself – “if I saw these for the first time… what would they make me feel about the brand?”

4: 📧 Reply to this email with your brand’s website URL. I’ll give some feedback about my first impression, and the feeling it evokes in me.

And if the feeling you want to evoke isn’t consistent with your current branding, we should talk:

​Click here to schedule a free Quick Bite to create a recipe for improving your brand’s first impression.

Let’s season your brand the way it deserves.

Talk soon,