Daily Dose | Brand Strategy That Doesn't Suck | How-to Guide

In this episode, we tell you why being safe, boring, or bland as a brand is a common mistake, and how to avoid creating a brand strategy that lacks emotional connection. 

We'll discuss the following:

• Brand strategy often hides behind checklists and design elements (logos, colors, fonts) instead of creating emotional connections
• True branding is about building communities of superfans who feel something for your brand, not just recognizing your visual assets
• Many powerful brands like Mr. Beast, Kai Cenat, Steven Bartlett or Liquid Death, Skims, ELF Beauty have forgettable logos and colors but unforgettable emotional resonance
• The LAVEC method for building dynamic, meaningful brands: Lexicon, Audio, Visual, Experience, and Cultural elements
• Traditional brand elements are just "vessels for meaning" – empty containers without the emotional substance inside
• Building a brand without emotional clarity is like "owning a gorgeous car but having nowhere to go"

Whether you’re building a startup or refreshing your brand, this is your blueprint for turning an audience into a tribe.

Subscribe to the weekly Brand Builder Lab newsletter. 

Produced by Kai D. Wright. Follow Kai on LinkedIn. 

Buy the companion book, "Follow the Feeling: Brand Building in a Noisy World" on Amazon. 

Transcript

Welcome to Brand Builder Lab

Speaker 1 0:00

Welcome back to Brand Builder Lab .

Speaker 2 0:01

Great to be here .

Speaker 1 0:02

This is your daily dose of creative inspiration , all designed to help you build a brand that you know really connects .

Speaker 2 0:08

That really resonates , yeah .

Speaker 1 0:09

So today we're digging into something . Well , it's a bit of a spicy . Take honestly .

Speaker 2 0:13

Oh yeah .

Speaker 1 0:14

It landed in Kai D . Wright's newsletter this past week . You know Kai brand expert . Author teaches at Columbia . Advises startups . Quite the background , right . Author teaches at .

Speaker 2 0:24

Columbia advises startups . Quite the background . Right Definitely knows

Most Brand Strategy Sucks

Speaker 2 0:26

his stuff . So what's the hot take ?

Speaker 1 0:27

He basically put forward this idea , this claim that most brand strategy . Well , it sucks .

Speaker 2 0:34

Whoa OK , Doesn't mince words Sucks how .

Speaker 1 0:37

Yeah , exactly . So the newsletter argues that too many brands are kind of hiding behind checklists .

Speaker 2 0:43

Checklists like branding 101 stuff .

Speaker 1 0:46

Pretty much obsessing over the logo , the perfect font pairings , nailing down exact Pantone colors , building these like massive brand guideline books .

Speaker 2 0:54

Okay , I see that a lot , the big binder on the shelf .

Speaker 1 0:56

Right and they present that as strategy . But Kai's point is , while that feels safe and looks professional , it's often just busy work , Just checking boxes . Exactly . It fails on the big things Creating real emotional connection , getting cultural relevance , building that tribe , that loyal community .

Speaker 2 1:15

Okay , it's like focusing on the paint color of the house instead of like the foundation and whether anyone actually wants to live there .

Speaker 1 1:22

That's a great way to put it . The newsletter is really clear . Clear a brand is fundamentally not just the visual asset right , it's not about slapping your logo everywhere no , even if that's you know popular sometimes repetition by itself doesn't create meaning . It doesn't build loyalty that actually lasts okay .

Speaker 2 1:38

So if it's not the logo , the colors , the repetition , what is a brand

Emotion Creates Creative Effectiveness

Speaker 2 1:44

according to this perspective ?

Speaker 1 1:45

It comes down to the emotional connection . The feeling , the feeling , yeah , that resonance , that relationship you have with a specific community . You're super fans .

Speaker 2 1:54

Ah , super fans , not just casual customers .

Speaker 1 1:56

No , these are the people who champion the brand , they defend it , they tell everyone about it , they feel something for it , and that feeling , that's what makes a brand powerful , unforgettable .

Speaker 2 2:06

Okay , that makes sense . People connect with feelings , not just fonts .

Speaker 1 2:10

And this is where it gets , I think , really fascinating . The newsletter hammers this point because the brand is that connection , that community . You don't actually need a logo , everyone recognizes instantly .

Speaker 2 2:23

Okay , Controversial maybe .

Speaker 1 2:24

A little , or you don't need the trendiest color palette or some super unique font . Those are just tools .

Speaker 2 2:30

Tools in the toolbox . Useful maybe , but not the whole project .

Speaker 1 2:33

Exactly . They aren't the essence of the brand itself .

Speaker 2 2:36

So give us some examples . The newsletter mentioned who embodies this ?

Speaker 1 2:40

OK , so think about names like Kai Cenat , Joe Rogan , Steven Bartlett , Mr Beast, huge personal brands .

Speaker 2 2:47

Right massive reach , Very distinct presences .

Speaker 1 2:50

Or product brands like Liquid Death, Skims , Savage X Fenty , Gymshark , ELF Beauty , right . Even like OpenAI's ChatGPT . These are all super potent brands right now .

Speaker 2 3:00

Okay , yeah , definitely recognizable names , and well vibes , right vibes . Definitely recognizable names , and well vibes .

Speaker 1 3:04

Right vibes . Now here's the challenge the newsletter throws out . Try right now , just for a second , sketching the logos for all of them from memory .

Speaker 2 3:11

Uh-oh , okay , let me think , mr Beast . I know the energy the colors may be , but the precise logo ?

Speaker 1 3:24

Hmm .

Speaker 2 3:25

With the death . Yeah , the can Skims . Not sure I could draw the logo perfectly .

Speaker 1 3:30

Exactly , or could you name their specific Pantone colors , their main typeface ?

Speaker 2 3:34

Probably not for most of them , no , and I follow this stuff .

Speaker 1 3:37

And see that difficulty isn't a failure of the brand . It's the whole point the newsletter's making .

Speaker 2 3:42

Ah , okay , so what can I do ?

Speaker 1 3:44

You can probably tell me how they make you feel , or what they seem to stand for , or what kind of community follows them .

Speaker 2 3:49

Yeah , absolutely , Mr Beast . Is generosity and spectacle . . . generosity and spectacle ? Liquid death is rebellious , anti-corporate . Maybe . Skims is about inclusivity , comfort .

Speaker 1 3:56

Right

What Makes a Powerful Brand

Speaker 1 3:57

that understanding the emotional , the cultural , the community part , that's way stronger in your mind than recalling the exact shape of their logo .

Speaker 2 4:04

So the visual identity stuff , the design consistency , it's secondary .

Speaker 1 4:09

According to this view . Yeah , In today's world , especially online , that rigid design consistency is more of a tactic . It helps you look buttoned up , professional maybe .

Speaker 2 4:16

But it's not the strategy itself .

Speaker 1 4:18

No , the real strategy , the core engine is building that emotional connection , that community vibe . The newsletter contrasts this with . You know , big companies stuck in endless meetings about creative effectiveness .

Speaker 2 4:30

Tweaking pixels while the world moves on .

Speaker 1 4:32

Yeah , while creators and newer brands are out there building real connections , like at the speed of culture , they're dynamic .

Speaker 2 4:40

Okay , so this demands a pretty big shift in thinking for anyone building a brand .

Speaker 1 4:43

Totally . If you want to win today , you've got to stop asking only the safe questions about design specs .

Speaker 2 4:49

Like should we use blue or green ?

Speaker 1 4:50

Right . That's not where the leverage is . The better questions . The essential ones are who is my absolute core community , my people ?

Speaker 2 4:59

Who are we really serving ?

Speaker 1 5:00

Exactly what do they truly want , what are their dreams , their struggles and this is key how do we make them feel seen , heard , empowered ?

Speaker 2 5:10

Empowerment that feels important .

Speaker 1 5:12

That's where the newsletter says the exponential value lives . It's in serving those deeper needs , not just selling a nicely designed product .

Speaker 2 5:19

Okay . So how do you actually do that ? Is there a method ?

Speaker 1 5:22

Well , this is where Kai introduces

The LAVEC Method Explained

Speaker 1 5:24

his framework . It's called the LAVEC method LAVEC .

Speaker 2 5:29

LAVEC Okay .

Speaker 1 5:30

It's designed to kind of reset the conversation , move away from static assets , focus on the dynamic stuff that helps brands grow fast . Each letter stands for something .

Speaker 2 5:40

Break it down for us L .

Speaker 1 5:41

L is for lexicon triggers . Think unique phrases , words , maybe inside jokes that instantly signal your brand or community .

Speaker 2 5:48

Like a secret handshake , but with words .

Speaker 1 5:50

Kind of . It's more than a tagline . It's the language of belonging . Think how certain streamers have catchphrases their fans use constantly .

Speaker 2 5:59

Ah yeah , creates that in-group feel Okay A .

Speaker 1 6:02

A is audio cues . What does your brand sound like ? Consistently .

Speaker 2 6:05

Not just a jingle .

Speaker 1 6:06

Could be a jingle , but it's broader Soundscapes , a specific voice , energy , the type of music used , things you hear and immediately think of the brand .

Speaker 2 6:13

Like the Netflix Tatum sound maybe .

Speaker 1 6:21

Or , yeah , rogan's theme , mr Beast's editing sound Okay , it makes sense . V . V is visual stimuli . Now , visuals are still in here , obviously , but it's not just the logo , it's the overall visual style , the aesthetic DNA .

Speaker 2 6:28

So you recognize it even without the logo slapped on it .

Speaker 1 6:31

Exactly , think Skims again , that consistent style in their photography minimalist , body , positive , you know it's skims . Or Mr Beast's thumbnail style bright , high energy . It's the style , the visual language .

Speaker 2 6:45

Got it , not just the logo file , okay , e .

Speaker 1 6:47

E is for experienced drivers . What behaviors or rituals are tied to your brand ? How does engaging with you feel ? What actions does it inspire in the community ?

Speaker 2 6:56

So like the experience of doing a challenge from Gymshark or the buzz around a new Mr Beast video drop .

Speaker 1 7:03

Precisely , or even just choosing liquid death at the store as a statement . The experience itself is part of the brand .

Speaker 2 7:10

Okay , interesting , and last one C .

Speaker 1 7:12

C is cultural connections . How does your brand empower people or communities ? How does it tap into , reflect or maybe even shape culture ?

Speaker 2 7:20

Ah , the bigger picture stuff .

Speaker 1 7:21

Yeah , building belonging , shared purpose . Think Savage x Fenty , using their shows to champion diversity , pushing culture forward .

Speaker 2 7:30

Right , challenging norms . Skims does that too , focusing on inclusion . They're not just selling underwear , they're part of a conversation .

Speaker 1 7:36

Exactly , they connect on a cultural level .

Speaker 2 7:39

So L-E-V-E-C Lexicon . Audio visual experience cultural .

Speaker 1 7:45

That's it , and the newsletter argues these five things are the real drivers of brand power . Now , not the 100-page guideline doc .

Speaker 2 7:53

Not the internal brand book nobody reads .

Speaker 1 7:55

Nope , not the perfectly crafted value props or the endless creative rules from corporate .

Speaker 2 8:00

So what are those traditional things then ? Useless .

Speaker 1 8:03

Not useless , but the newsletter calls them vessels for meaning . They're containers , Okay , but if there's no real meaning inside , no feeling , no community , no empowerment , then the container is just empty . Pretty maybe , but empty .

Speaker 2 8:18

I get it . You can have the fanciest bottle ,

Brand as a Journey, Not a Vehicle

Speaker 2 8:20

but if there's nothing good inside , who cares ?

Speaker 1 8:21

exactly which leads to this analogy they use , which I thought was brilliant lay it on me trying to build a brand just focusing on the static stuff , the visuals , the rules , without that emotional clarity , without knowing your community's destination . It's like owning a gorgeous car but having absolutely nowhere to go huh , just sitting there polishing it . Right , Polishing the crown , checking the tire pressure , but you're parked Wasting gas , metaphorically Hoping . Someone walks by and says nice car , while they're actually heading somewhere meaningful .

Speaker 2 8:52

Well , the other brands , the ones built on feeling and community .

Speaker 1 8:55

They have a destination , usually something about empowerment , belonging , a shared attitude . They've got their community , the passengers , excited for the journey because it means something to them .

Speaker 2 9:05

And the ride itself . The experience is so good , people don't want it to end . It's about the shared adventure .

Speaker 1 9:10

Exactly , not just the vehicle .

Speaker 2 9:12

Wow , that definitely forces you to rethink things .

Speaker 1 9:15

Right . So the big takeaway here for you listening , whether you're building a startup , marketing a big company , crafting your personal brand .

Speaker 2 9:22

What's the bottom line ?

Speaker 1 9:23

It's shifting your focus dramatically . Stop obsessing only over the static assets the logo , police , the font , debates , the guideline , enforcement .

Speaker 2 9:33

And start focusing where .

Speaker 1 9:34

Start putting your real energy into building dynamic emotional connections , empowering your community using those LAVC principles lexicon , audio visuals , experience , culture as your guide .

Speaker 2 9:46

So ask yourself are you spending all your time just polishing the car , perfecting the visuals ?

Speaker 1 9:53

Or are you genuinely mapping out the emotional journey , understanding who wants to come along and using all the tools , the sounds , the words , the style , the experiences , the cultural hooks to make that journey amazing ?

Speaker 2 10:08

It's a different set of questions .

Speaker 1 10:09

Totally , which leads to this final thought , something to chew on . If your brand strategy isn't really grounded in feelings , in community , in empowerment , are you actually building a brand or are you just collecting design assets , organizing files ?

Speaker 2 10:25

That's a sharp question , hits home .

Speaker 1 10:27

Definitely something to think about Now if you want more insights like this , more practical stuff to help build brands people feel .

Key Takeaways and Resources

Speaker 2 10:33

You should definitely subscribe to the Brand Builder Lab weekly newsletter on LinkedIn . It's fantastic for brand builders , creators , business leaders , anyone in this space .

Speaker 1 10:40

Absolutely . And to really go deep on this whole approach , how fast growing brands use emotion ? Check out Kai D Wright's book Follow the Feeling: Brand Building in a Noisy World .

Speaker 2 10:49

Yeah , it really breaks down how to focus on what matters , the feelings . Super practical whether you're just starting out or running a huge brand .

Speaker 1 10:58

Couldn't agree more .

Speaker 2 10:59

Well , thanks for tuning in to Brand Builder Lab .

Speaker 1 11:02

Now go out there and build something . People can't help but feel something for .