You're listening to the Creating a Brand podcast success story segment.

I am your host, Alex San Felipe.

In this short segment of the show, I bring on friends of the podcast to share a motivational,

inspiring, and sometimes even challenging story from their entrepreneurial journey,

along with a

practical takeaway for us to implement.

The point is for each of us to be able to learn and grow from the experiences of others.

With that said, please enjoy today's success story episode.

Hi, I'm Suzanne Tulane, brand clarity expert speaker and author of personal brand clarity and brand DNA.

I help solo professionals identify, define, and align to their unique, authentic personal brand and become what they want to be known for.

Today I'm going to share with you what caused me to stop designing logos and marketing

materials for my clients and instead pivot my focus to uncovering the actual meaning and promise

behind the logo that they never knew they had and how it could infuse distinction into their marketing

to catapult their client attraction.

For years in my communications and graphic design career, I was helping my clients develop cool logos and complementary marketing materials to get prospects in the door.

I started questioning this effort when I would quiz my clients on the details of the

brand that they are actually promising to deliver on, and they couldn't give me a solid, confident

answer. That is when I had a BFO, a blinding flash of the obvious. I realized that all I was really doing for them with design and

marketing was putting lipstick on the pig, so to speak, making their business look good and sounding

good within their market. Let me explain. I realized that most of my clients had never done any

real brand defining work.

They had never sat down and identified their own brand value position,

...