Episode 8: Stop Blending In: The 3-Step Formula to Define Your Brand DNA

03/17/25 • 28 min

Ever wondered why some businesses thrive while others struggle despite offering similar services? The answer lies in something far more potent than technical skills or competitive pricing—a well-defined brand that creates genuine emotional connections with customers.
In this revealing episode, I crack open Chapter One of my new book "Brand Up Your Business" to share the exact framework that transformed my pressure washing company from just another service provider into a sought-after brand. The journey begins with a humbling truth: "If you don't define your brand, the market will do it for you. And it probably won't be flattering."
The pivotal moment in my business came when I stopped marketing "pressure washing services" and started selling "the feeling homeowners get when their property looks brand new." This shift from feature-focused to emotion-driven messaging changed everything. Suddenly, price-sensitive shoppers became eager clients saying, "I don't care what it costs, I want my driveway to look like the ones you post."
At the heart of brand development are three deceptively simple questions: What do you do? Who do you do it for? Why should they care? Most businesses stumble by trying to appeal to everyone, ultimately connecting with no one. I'll guide you through narrowing your focus to target specific customers whose emotional needs align perfectly with what you offer.
Whether you're just starting out or looking to revitalize an existing business, this episode provides actionable steps to define your brand DNA—purpose, mission, values, unique selling proposition, and brand story. Each element builds upon the others to create a comprehensive framework that guides all business decisions and separates you from competitors fighting price wars.
Ready to build a brand that actually makes you money? Download this episode now, grab my book on Amazon, and start applying these principles to your business today.

👉brandupyourbusiness.com
📖Get Our Book on Amazon

👉brandupyourbusiness.com
📖Get Our Book on Amazon

Previous Episode

Episode 7: Why Your Brand Isn’t Growing (And How to Fix It)

Ever felt like your business is invisible despite your best efforts? You're not alone. In this compelling episode, I dive deep into the three critical mistakes preventing your brand from growing—and exactly how to fix them.
Drawing from my experience growing Matt the Driveway Guy from scratch into a thriving pressure washing business, I reveal how a lack of brand clarity might be your biggest obstacle. When potential customers can't immediately understand what you do and why it matters to them, they simply move on. I share the exact messaging shift that doubled my business and how selling benefits rather than features creates the emotional connection that drives sales.
The digital landscape has transformed how customers discover and choose businesses. I explain why posting once a week is essentially the same as not existing and how the "rule of seven" has evolved in today's crowded marketplace. My own experiment with consistent posting yielded stunning results—30,000 monthly views and a dramatic increase in leads even during traditionally slow seasons.
Most critically, I unveil the uncomfortable truth about why many businesses struggle: they simply don't ask for the sale. Learn the proven formula for crafting calls to action that convert viewers into customers without feeling pushy or salesy. I break down exactly what happened when I started directly asking for business instead of just sharing content.
By the end of this episode, you'll have actionable steps to clarify your message, increase your visibility, and convert that attention into paying customers. Whether you're just starting out or looking to scale your existing brand, these foundational fixes will transform how prospects perceive and respond to your business.
Ready to take your brand to the next level? Grab the seven-day brand breakthrough course for just $97, designed to walk you through implementing these principles step-by-step. The path to building a powerful, profitable brand starts now.

👉brandupyourbusiness.com
📖Get Our Book on Amazon

Next Episode

Episode 9: Foundations First: Building Your Unstoppable Brand

What separates an unstoppable brand from one that fades into obscurity? Matt Jackson cuts through the noise and delivers the honest truth about brand foundations in this illuminating episode of Brand Up Your Business.
Drawing from personal experience, Matt reveals how he transformed his pressure washing company from "just another guy with a truck" into a trusted brand that connected emotionally with customers. The journey wasn't straight or simple - it required getting crystal clear on purpose, developing brand heart, embracing visibility, and maintaining rock-solid consistency.
"Your brand needs a heart," Matt emphasizes as he shares the pivotal moment when he shifted focus from merely cleaning driveways to helping people create beautiful spaces they could feel proud of. This emotional dimension transformed customer relationships from transactional to loyal partnerships.
Matt doesn't shy away from the challenging aspects of building a brand. He candidly addresses the fear of criticism that holds many entrepreneurs back: "If nobody's criticizing you, you're not pushing hard enough." This perspective shift helps reframe negative feedback as evidence you're making an impact.
The episode dives deep into understanding your audience through detailed personas, identifying pain points and desires, and crafting messaging that resonates. Using examples from his own business transformation, Matt demonstrates how audience research directly shapes effective branding decisions.
Perhaps most valuably, Matt dispels the common misconception that content should showcase your business. "Content is about solving problems, not showing off," he explains, sharing how his engagement skyrocketed when he focused on addressing customer challenges rather than posting pictures of his equipment.
Whether you're just starting your business journey or looking to reinvigorate an established brand, this episode provides the blueprint for building a foundation that withstands market pressures and connects authentically with customers. Subscribe, leave a review, and share with other entrepreneurs who need this valuable insight!

👉brandupyourbusiness.com
📖Get Our Book on Amazon

brandUP Your Business Podcast - Episode 8: Stop Blending In: The 3-Step Formula to Define Your Brand DNA

Transcript

Speaker 100:00:16.853

What's up guys ? It's Matt Jackson and welcome to episode 8 of Brand Up your Business Podcast . Can't believe it's already episode 8 . It seems like we just started this thing and we've been rocking and rolling it since and trying to be steady and consistent here . That way we can deliver value and pretty much help you guys learn branding , marketing and everything else as you wat