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What does your brand taste like?
Jordan Schwarzenberger
March 16, 2025
We're now on Part 4 of our deep dive into the 7 Steps to 7 Figures framework. If you've been following along, you've already:
Today we're taking a COMPLETELY different angle - one that might seem a little strange at first, but stick with me...
We're talking about your brand's expression.
And I don't mean logos and colour palettes (though those matter too).
I'm talking about the gut feeling someone gets when they interact with your business.
The emotional aftertaste you leave behind.
Anyone can copy what you do, HOW you do it becomes your real advantage.
What Should Your Brand FEEL Like?
What feelings do you want people to have when they:
Land on your website
Open your emails
Use your products
Talk to you or your team
Think about your brand
Should they feel inspired? Reassured? Excited? Calm? Motivated? Understood?
For the Sidemen, we've always wanted people to feel like they're hanging out with friends.
That comfortable, casual vibe where you can just be yourself.
What about your brand?
What feeling should it create?
The Weird But Effective Questions
I'm about to ask you some strange questions that might make you go "what is Jordan on about now?"
But trust me – they work.
If your brand was a food, what would it be?
Would it be comfort food that makes people feel at home? A luxury dessert that feels like a special occasion? Something spicy and unexpected? A healthy meal that energises?
If someone could taste your brand, what flavours would they experience?
Sweet? Salty? Sour? Spicy? Bold? Subtle? Layered? Simple?
This forces you to think about your brand experience in concrete sensory terms.
If someone walked past your store, what would you want them to say?
"That looks interesting!"
"Wow, that's different."
"I feel like I could trust them."
"That's exactly what I need right now."
"Those people get me!"
This question helps you clarify the immediate impression you want to make.
From Feelings to Expression
Once you know what feeling you want to create, you can start building an expression that delivers it consistently:
Voice & Tone: How do you speak? Formal or casual? Serious or playful? Technical or simple?
Visual Identity: What colours, fonts, and imagery create that feeling?
Content Style: What topics do you focus on? How do you approach them?
Customer Experience: How do interactions reinforce that feeling?
Real Life Example
When we were building the Side+ membership platform, we had to think carefully about its expression.
We wanted members to feel like they were getting exclusive backstage access – like they were part of the inner circle.
So we designed everything around that feeling:
The sleek, premium interface
The "insider" content that showed behind-the-scenes moments
The direct connection to the guys through exclusive Q&As
Even the name "Side+" conveyed that "extra access" vibe
We set out to create an entire experience that delivered on that "insider" feeling consistently.
Your Turn!
Grab the 7 Steps to 7 Figures checklist (or download it below) and spend some time on questions 13-17.
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Try to get specific and sensory with your answers.
The more vivid you can make these feelings, the easier it will be to create content and experiences that consistently deliver them.
If you'd like me or people in our community to help work through your answers and give you feedback, then join the Think Like A Creator community. We do weekly Power Hours where we tackle exactly these kinds of strategic questions together, and you'll get direct input from myself and other founders who are on the same journey.
Join us here and you can try it risk-free for 14 days to see if it's right for you.
Remember, the creator mindset is all you need to grow 🌱
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