Often when I hear business owners talk about brand, it's what you visually see: the logo, colors, and fonts.
But brand is deeper than that. A deeper foundation, perhaps?
So especially as 2026 is on the horizon, and your business's brand is how you stand out in a sea of sameness, who better to talk about brand than my colleague Jamie Cox(and feature the upcoming Brand Clarity Lab).
Enjoy my conversation with Jamie!
How do you like to introduce yourself?
I’m a brand and marketing strategist who helps service-based founders connect the dots between their brand and their business so they grow with clarity instead of chaos.
Introducing Jamie!
Ice breaker: If your brand were an animal, what would it be?
You know, I ask this question all the time and I don’t know that I’ve ever answered it myself—so thanks for the push! My brand would be an elephant. I don’t know if it’s true that they never forget, but I’ve got a great memory (for better or worse!) and I often use that to make connections other people may not see.
You have a passion for branding — and a very clear definition about what brand is and what it isn’t. Tell me about your approach to branding.
I call my work a “holistic approach to brand-building” because where others silo brand as it relates to marketing a business, I really look at brand and think about how it can touch all parts of a business.
Holistic? You're speaking my love language!
When I talk about brand, I’m rarely (maybe never?!) talking about the visual aspects like logos and color palettes that so many people think of. I’m talking about the way a business moves through the world and is seen by its best-fit clients and customers.
When I think about brand, I think about how we’re doing sales outreach (and who we’re reaching out to!), how we’re building processes that create positive brand perception, and yes, what the logo looks like and what marketing tactics we’re implementing, too!
What’s the sign that someone’s missing or has a gap in their brand? From your perspective, what are the most critical elements of a strong brand that too many entrepreneurs overlook?
Since I work a lot with solo service-based business owners, they’re making all the decisions themselves and don’t really know if it’s the right decision. Because of this, they’re opting for indecision and refuse to move in any direction.
It’s usually a sign that they haven’t clearly defined the who, what, when, why, and how of their business: Who are my customers? What problem do they need help with? When are they looking for me? Why am I the person to solve that problem? How do I solve it?
When they do define these things, they can use that foundation to make most decisions in their business, starting with “Is this what my customer wants or needs?
Yes! Starting with the real foundations and making the right choices for their business!
Branding drives real decisions in businesses. What’s an example of a decision you’ve seen to be coherent with someone’s brand, and a decision that makes you go hmmmm…. Something’s off here?
I work with a nonprofit organization that teaches mindfulness and movement in schools as a means for self-regulation. I’ve worked with them for a few years, and we’ve had a lot of debates on whether they should host a gala. The traditional glitz and glam of a gala just didn’t feel aligned with the accessibility and inclusivity of their brand. This year, they decided they would host a gala, but they would reinvent the concept completely.
They did a five-hour “yoga-thon” in an open-air venue, accessible to anyone who walked by. We offered sliding scale pricing with tickets ranging from $0-100. This made the event super “on brand” and everyone from the students and teachers they serve to some of their biggest donors, could mingle and move together.
On the other hand, I see a lot of folks chase short-sighted opportunities. They get a request to be on a guest podcast, for example, and immediately accept because they’re excited about having more eyeballs. They don’t think about the time they’re putting in to prep for the interview, do the interview, and promote it. Then, they realize the audience doesn’t align with their offer or service, or maybe worse, the host doesn’t align with their values. Suddenly, they’ve wasted tons of energy and have hitched their brand to a rusty station wagon pulling a dumpster fire.
When they do define their brand, they can use that foundation to make most decisions in their business, starting with “Is this what my customer wants or needs? - Jamie Cox
Vulnerable ask time — in my own brand, what elements do you see as strong and what elements might I need to focus on?
Ooh, you are putting me on the spot! But I do love an improv audit.
First of all, the things you create content about in your newsletter, YouTube channel, or anywhere else never miss! You’ve obviously got a clear understanding of your audience and what types of advice they’re getting that may lead them astray.
But you don’t just say “Hey, you’re doing it wrong!” and stop there; you give them a clear path to not just learn from you, but engage with you. You’ve got a clear, no-BS point of view, and it comes through in everything you do. Snaps to you!
Now for the opportunity area—and I’m not always able to give this feedback to folks because I often don’t know them beyond what I see on their website! Your writing is super professional and clear (necessary for your industry and your audience!), but there may be an opportunity to bring in a touch more warmth that mirrors the experience people get when they talk to you live. You’re a direct communicator with a knack for making folks feel seen and comfortable. With that little bit of nuance in tone, your brand may feel more like a shared space.
Whew, that was nerve-wracking for me—how are you feeling?!
Jamie, this is why I had you in the newsletter! You're not just talking about the visual identity, but the felt sense of being my world. And doing so with care and precision! Thank you!
You’re running another round of the Brand Clarity Lab in January. How is this program different from other brand development programs?
You talk a lot about the fact that folks are great at telling business owners what to do, but not really explaining how to do it. That’s true in brand-building, too. A lot of brand people expect their clients to have all the answers, and they just get to pick up the pieces and build something great. But in reality, a lot of business owners (especially solo ones!) have never thought about their brand beyond a logo.
That’s the big difference in Brand Clarity Lab. It’s a group program with a lot of individual focus. I’m rolling up my sleeves with you to help you see all the different angles of your brand. I’m not just asking, “What do you value?” and expecting a concise answer. I’m asking detailed questions that help you get to a new place and go, “Oh, I didn’t really think about how important that is to me and my work until now!”
Brand Clarity Lab is a blend of teaching sessions and workshops. There’s some DIY work mixed with some coaching and consulting. I’ll hold your hand when you need me, and I’ll push you out of the nest when I see you’re ready.
Did you have any a-ha moments for you or your clients in the last cohort that you ran?
The last cohort I ran was my first group program like this, so I had so many a-ha moments! The Spring 2026 cohort is getting a bit of an upgrade in the workbook, and I’ve been thinking through how to support participants beyond the five weeks, since brand-building is never really over.
The unit on brand personality really resonated with clients. A lot of solo business owners struggle with “How much ‘me’ do I bring to this business?” The Brand Archetypes framework I use helps people find that balance between what feels easy and natural for them (some people would call this authenticity) and what their audience needs in a partner. This is the unit when people really start to see all the pieces of their brand—audience, positioning, messaging—come together with a clear through-line.
While you are passionate about songs, I grew up on prestige TV. If your business was a TV show, what would it be?
If my business were a TV show, it would be The Great British Bake Off (and I’m Noel Fielding—your colorful goth support system).
I had to look this up because I don't watch the Great British Bake Off?!?
Business owners arrive at the tent (my services) with all sorts of ideas and ingredients (their business brainstorms and endless Google docs). They’re incredibly talented at what they do and how they serve clients; they just need someone to help them put it all together and create a great cake…erm…brand.
There are sometimes tears, likely a few spilled bowls, and an occasional Paul Hollywood-esque mentor in their ear who may be more harmful than helpful. But we talk about it all and make decisions that ultimately lead to them being Star Baker (or in this case, Star Brander).
If folks want to work with you or just soak in some of your knowledge, where should they connect?
Check out my website for more info about me and my work. And if you want more brand insights (and like dog pics), follow me on LinkedIn.
