Ready to flip the table on “same-old” marketing? In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime rip into the Rebel archetype—the outlaws of branding who turn loyal customers into die-hard fans. You’ll learn:

• Why true rebels are more mission-driven than shock-driven
• The psychographics that make “rule-breakers” pull out their wallets
• Three guardrails to keep your message edgy, not alienating
• A step-by-step game plan to define your enemy, craft bold storytelling, and build a cult-like community

If you want a brand that customers would tattoo on their arm (without burning cash on gimmicks), press play and unleash your inner outlaw.

Takeaways

• Rebel brands challenge the status quo and attract nonconformists.
• Customers of rebel brands seek individuality and a sense of belonging.
• Messaging is crucial; it should be bold and provocative.
• Rebel brands must have a clear cause or mission.
• Avoid being rebellious for the sake of it; authenticity is key.
• Rebel brands can alienate customers if messaging is too aggressive.
• Building a community around the brand fosters loyalty.
• Consistency in brand voice is essential for trust.
• Small businesses can effectively use rebel branding by defining their enemy.
• Bold storytelling is necessary to stand out in the market.

Chapters

• 00:00 Introduction to Rebel Branding
• 02:48 Understanding the Rebel Archetype
• 05:37 Psychographics of Rebel Brand Customers
• 08:13 Common Mistakes in Rebel Branding

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Ready to swap “good enough” for greatness? In this power-packed Brand Chops dive, hosts Zack Lemear and Chris Duhaime break down the Hero archetype—the branding playbook built on courage, grit, and unstoppable momentum. Using Nike’s legendary Just Do It as the gold standard, they show why winning brands don’t sell products; they sell the promise of conquering personal limits. You’ll learn:

• What drives Hero customers (hint: earned success, not shortcuts)
• Visual and verbal cues that make Hero messaging pop—bold colors, action shots, “prove them wrong” copy
• Three steps every small biz can steal: crystal-clear mission, rock-solid proof, and a challenge your audience can’t ignore
• Common pitfalls (being too aggressive or over-promising) and how to dodge them

If your business exists to push people past excuses, hit play and gear up for a burst of brand bravery.

Takeaways

• The Hero Archetype is about courage and overcoming challenges.
• Brands like Nike exemplify the Hero brand with their messaging.
• A brand is defined by the experience it provides.
• Hero customers value hard work and personal growth.
• Messaging for Hero brands should be strong and empowering.
• Visuals for Hero brands should be bold and dynamic.
• Avoid being too aggressive in messaging to not alienate customers.
• Trust is built through delivering real value and results.
• Small businesses can effectively use Hero branding strategies.
• Focus on customer empowerment rather than just competition.

Chapters

• 00:00 Introduction to Brand Archetypes
• 00:23 Exploring the Hero Archetype
• 02:03 Characteristics of Hero Brands
• 05:01 Messaging for Hero Brands
• 07:28 Implementing Hero Branding for Small Businesses

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Certified Financial Planner Dan Cohen left big-bank bureaucracy to build a boutique firm with a single mission: manage wealth and relationships that last generations. In this episode, Dan unpacks how original thought-leadership content, community service, and an iron-clad fiduciary mindset helped Cohen Investment Advisors break through one of the most overcrowded markets on earth—financial advising.

We dig into: • Turning newspaper articles into a multi-channel authority engine • Defining (and sticking to) an ideal client profile without shrinking opportunity • Using “give first” sponsorships to accelerate referrals—zero sales pitches needed • Building a brand that survives its founder and serves fourth-generation clients • Advice for new advisors: ditch the quick sale, become an indispensable resource

Whether you’re in finance, fitness, or food trucks, Dan’s approach proves a clear, purpose-driven brand can compound faster than any index fund. Hit play, take notes, and start chopping up your own brand.

Takeaways

• Creating original content helps differentiate your brand.
• Building a brand should focus on long-term relationships.
• Understanding your ideal client is crucial for success.
• Community engagement enhances brand reputation.
• Mistakes in branding often stem from a transactional mindset.
• Trust is built through consistent client relationships.
• Content marketing is essential for brand evolution.
• Balancing personal and firm branding is important.
• Investing time in client relationships pays off in loyalty.
• New advisors should focus on being a resource for clients.

Chapters

• 00:00 Introduction to Financial Advising and Branding
• 02:06 Differentiating Your Brand in a Competitive Market
• 04:21 Understanding Your Ideal Client
• 05:51 Building Community Connections
• 08:05 Long-Term Relationships vs. Transactional Mindset
• 10:36 Maximizing Client Happiness and Lifestyle
• 12:00 The Importance of Giving First
• 13:09 Evolving Your Brand Over Time
• 14:58 Balancing Personal and Firm Branding
• 19:17 Advice for New Advisors
• 21:23 Conclusion and Contact Information

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the Sage brand archetype, which emphasizes wisdom, expertise, and knowledge. They discuss how businesses can effectively embody this archetype to attract the right customers, the common pitfalls to avoid, and strategies for positioning oneself as a trusted expert in the field. The conversation highlights the importance of clear messaging, high-value content, and building trust with customers.

If your brand is built on brainpower, this one’s for you. Zack Lemear and Chris Duhaime crack open the Sage archetype—the personality that wins customers through rock-solid facts, thought leadership, and “aha!” moments. You’ll learn:

• How to turn research into revenue
• The line between authoritative and academic overload
• Simple copy tweaks that make complex ideas binge-worthy
• Real-world Sage inspirations—from Google to Perplexity AI—plus the pitfalls they still face

Walk away with a checklist for positioning your business as the go-to source of truth—and watch trust turn into sales.

Takeaways

• The Sage archetype thrives on wisdom and knowledge.
• Sage brands are trusted sources of information.
• Customers of Sage brands crave accuracy and deep insights.
• Avoid jargon and overly complex messaging.
• Storytelling is crucial for engaging customers.
• Building trust is essential for Sage brands.
• High-value content helps establish expertise.
• Sage brands should balance authority with relatability.
• Clear messaging is key to avoiding confusion.
• Next episode will cover the Hero archetype.

Chapters

• 00:00 Introduction to Brand Chops Podcast
• 00:42 Exploring the Sage Archetype
• 02:14 Characteristics of Sage Brands
• 04:07 Common Mistakes of Sage Brands
• 06:58 Positioning as a Trusted Expert
• 08:40 Recap and Next Episode Teaser

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

SEO veteran BJ Bergey joins hosts Chris Duhaime and Zack Lemear to prove that search engines and strong brands are inseparable. In 30 punch-packed minutes you’ll learn:

• Why message consistency super-charges Google’s ranking signals • How claiming & optimizing your Google Business Profile can outrank bigger competitors overnight • The “4.8-star” review paradox—and tips for responding to haters • A zero-budget backlink tactic using local scholarships and .edu sites • How natural-language storytelling crushes keyword stuffing

Whether you’re a solopreneur or scaling past seven figures, this episode arms you with practical plays to make SEO the loudest amplifier of your brand voice—no jargon, no fluff, just chops you can use today.

Takeaways

• SEO and branding are interconnected and essential for visibility.
• Consistency in branding builds trust and improves search rankings.
• Claiming and optimizing your Google Business Profile is crucial.
• Storytelling enhances SEO effectiveness and engages customers.
• Backlinks from reputable sources like .edu and .gov are valuable.
• Understanding your audience's needs is key to effective branding.
• Unique value propositions differentiate your brand in a crowded market.
• Building brand credibility requires active management of online reviews.
• Avoid common SEO mistakes to protect your brand's reputation.
• Creative branding strategies can help cut through market noise.

Chapters

• 00:00 Introduction to SEO and Branding
• 00:23 The Connection Between SEO and Brand Identity
• 05:01 Consistency in Brand Messaging
• 08:05 Building Trust and Authority Online
• 10:49 Balancing Storytelling and SEO Practices
• 13:24 The Evolution of Backlinking Strategies
• 16:09 Understanding Customer Needs Through SEO
• 19:11 The Importance of Unique Value Propositions
• 21:31 Building Brand Credibility in the Digital Age
• 25:25 Navigating Personal and Business Branding
• 27:19 Common SEO Mistakes That Hurt Brands

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

In this episode of Brand Chops, hosts Chris Duhaime and Zack Lemear unpack the Explorer archetype—one of Carl Jung’s 12 brand archetypes—and why it matters for small business branding. If your ideal customer craves freedom, independence, and discovery, this is your blueprint. From psychographics to messaging and design tips, you’ll learn how to attract the adventure-seekers and wanderers of your market. Featuring real-world examples like Jeep and Red Bull, this episode is packed with practical insights to help you build a brand that dares to be different.

Takeaways

• The Explorer archetype is about freedom, adventure, and pushing limits.
• Brands like Jeep and Red Bull exemplify the Explorer archetype.
• Explorer customers value independence and self-discovery.
• Effective messaging for Explorer brands includes adventure-driven language.
• Visuals should reflect ruggedness and dynamic experiences.
• Avoid vague messaging; be specific about the adventure you're selling.
• Deliver on the promise of adventure in customer experiences.
• Building a community around shared adventures enhances brand loyalty.
• Challenge your audience to engage them further.
• Even non-adventure products can tap into the Explorer archetype.

Chapters

• 00:00 Introduction to Brand Archetypes
• 00:46 Exploring the Explorer Archetype
• 06:32 Understanding the Explorer Psychographics
• 09:51 Practical Steps for Explorer Brands

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

How much is inconsistent messaging costing your business? In this episode, we dive into the critical (and often overlooked) topic of brand voice and tone with content strategist and SEO expert Alison Ver Halen. Together with Zack Lemear and Chris Duhaime, we break down how small businesses can clarify their identity, connect more deeply with the right customers, reduce friction in the sales process, and stop sounding like a different person in every email, ad, and post. Learn how to build trust, create loyalty, and finally make your content work harder for you.

Takeaways

• Define your brand by understanding how you want people to feel about it.
• Brand voice is consistent, while tone can change based on context.
• Creating brand voice guidelines is essential for consistency.
• Sales teams must align with brand voice to avoid confusing customers.
• Inconsistency in messaging can lead to lost trust and missed opportunities.
• Avoid jargon and ensure content is accessible to your audience.
• Engage clients in reviewing brand voice guidelines for better alignment.
• Use language that resonates with your ideal clients to build trust.
• Branding is not just about logos; it's about the overall experience.
• Consistency in branding helps in building long-term customer loyalty.

Chapters

• 00:00 Defining Brand Voice and Tone
• 03:06 The Importance of Consistency in Branding
• 05:55 Creating Brand Voice Guidelines
• 09:06 Common Pitfalls in Branding
• 12:17 Aligning Teams with Brand Voice
• 15:08 The Impact of Inconsistent Branding on Customer Experience

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Summary

In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime kick off a 12-part series on brand archetypes, starting with the Innocent archetype. They discuss the importance of identifying your brand's archetype to connect with your audience emotionally. The Innocent brand is characterized by safety, optimism, and honesty, appealing to consumers who value simplicity and transparency. The hosts provide practical tips for small businesses to effectively embody the Innocent archetype, emphasizing the need for clear messaging, clean design, and authenticity. They conclude by encouraging listeners to reflect on their brand's identity and stay tuned for the next episode on the Explorer archetype.

Takeaways

• Brand archetypes help identify ideal client profiles.
• The Innocent archetype focuses on safety and optimism.
• Clear messaging builds trust with customers.
• Visual identity should reflect brand values.
• Avoid being naive or out of touch with reality.
• Simplicity in design enhances customer experience.
• Honesty is crucial for Innocent brands.
• Emotional connection drives consumer purchasing decisions.
• Consistency in branding fosters reliability.
• Understanding your audience's preferences is key.

Chapters

• 00:00 Introduction to Brand Archetypes
• 03:10 Understanding the Innocent Archetype
• 06:31 Characteristics of Innocent Brands
• 09:01 Challenges and Pitfalls of Innocent Branding
• 12:06 Practical Tips for Innocent Brands

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!