Build a brand that's meant to be worn.
When customers see you, do they see themselves?
Capiche is a brand strategy lab
Doing all the right things is no longer enough.
Maybe this feels familiar.
It costs more every year just to be seen.
When people find you, nothing tells them why it should be you.
They look, and they leave.
So it comes down to price. Or who got there first.
Businesses are either growing or shrinking.The idea of a middle ground is a delusion.
Either way, it takes building a brand that people want to belong to.
Which takes showing who you actually are.
And the nerve not to look like everyone else.
Halo & Oak
The upgrade you deserve.
loam
Everything you need. Nothing you don't.
Vessel
Better, by design.
Peakwell
Feel the difference.
Aura
Sound, made personal.
Northbound
Empowering teams to do their best work.
Axiom
Where expertise meets execution.
Norné
Designed for how you live.
Vantage
Your partner in growth.
“I have good news and bad news, and they're both the same.”
— Frank Costanza
Building a brand has never been easier.
It used to take an agency and a quarter. Now it takes an afternoon and a handful of prompts.
If anyone can create a brand that seems fine, and fine all looks the same, how are you going to stand out?
Stop with why.
Your mission is for you. Your approach is for them.
The belief
People don't choose you because of your moral crusade, or even your “key differentiators.”
They choose you because they see the world the way you do.
Our approach
Our work is archaeological.
Underneath your product and your claims is a worldview. We dig until we find it.
Then, we get your customers to realize they believe the same things you do.
What it gets you
When people see themselves in you, price stops being the argument.
- More of the right people in your pipeline.
- Customers who can say why they picked you — in their words, not yours.
- You stop re-litigating how to tell your story and start moving.
And some deals you'll gladly walk away from.
The argument
You don't own your brand.You just get the loudest vote.
Two questions. Start with either.
What do you stand for?
Brand Strategy
- Positioning Strategy: where you sit in the market
- Brand Identity: what you believe
- Brand Persona: who you are and how you sound
Not everyone needs all three.
Who do you stand for?
Audience Intelligence
Who you should be selling to, and what it takes to win them.
Taste and judgment are everything to me, and they're rare.
Brian knows what to make, not just how to make it.
He has both, and that's the part you can't copy.
Most of this starts in one of three places.
You're building the plane in the air.
Product's real, the story isn't settled, and every new hire tells it differently.
Brand StrategyYou're doing everything right and it isn't landing.
The work is good, the pipeline is thin, and the market hasn't made room yet.
Positioning StrategyYou're losing deals you should be winning.
Buyers who fit pick someone else, and nobody can say exactly why.
Audience IntelligenceNot sure which one you're in? Tell us what's not working. We'll give you our honest take.
Find out if you sound like everyone else.
Tell us who your buyers compare you with. We'll read your public story next to theirs and walk you through what we find. It's all public, so there's nothing to send us.
Get your free readSomewhere out there are people who see things the way you do.
You just need to let them see it.
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