Hey everyone,

First things first, I owe you an apology. Been radio silent for way too long, and I'm genuinely sorry about that. The reason is that I have been rethinking the newsletter format based on all the feedback that I have received. (Seriously, thank you for being so honest!)

I realized two things:

The content mix wasn't giving you the super practical stuff you actually need.

Branding gets written off as this vague, impossible-to-measure thing (which is total BS)

So, I’m flipping the script, so to speak.

Introducing "One Liner.” My brand-new approach that's structured around:

• One Line: A clear branding idea to help you stand out

• One Doodle: A simple visual that sticks in your mind

• One Lesson: A step-by-step guide to apply it right away

Daily! Yeah, I know it's gonna be intense on my end, but you deserve consistent value.

My Mission? Prove that building a killer brand can be simple, measurable, and actionable. No more guesswork.

I'd love to hear what you think! Your feedback is what drives these changes.

Here we go... One Liner 23.07.2025!

The #1 reason most eCommerce brands fail to stand out (and how to fix it).

It’s not price, quality, or features. It’s how the brand makes them feel.

Your customers are real people and by connecting emotionally, you go beyond just selling a product.

“THEY’RE NOT BUYING PRODUCTS.”

THE LINE DEFINED

Can you guess the number one reason customers choose one brand over another?

Hint: it's not price, quality, or features.

It’s all about making them feel something.

Here's the thing: your customers aren't robots.

They’re people with real feelings, and those feelings often guide their buying choices.

By tapping into emotions, you connect with them on a deeper level that goes way beyond just selling a product.

THE LINE DEMONSTRATED

Look at how Goodles has built something bigger than just a Mac n’ Cheese brand.

They didn't just create another pasta brand. No, they did something way smarter. They tapped into those amazing memories we all have - you know, coming home after school and smelling that comfort food your mom made.

But here's where it gets interesting: they took those childhood memories and gave them a fresh spin that today's parents totally get.

Their bright, playful packaging and fun product names like “Twist My Parm” bring out the kid in everyone. They even set up this fun phone line where you can hear cheesy jokes!

Think about it - it's not really about the pasta. It's about bringing back those moments when life was simple and everything felt right.

And to add to their goodness? They give 1% of their products to fight hunger. They spotlight amazing people like Matt Hanna, who's helping young boys in Baltimore.

Their packaging is sustainable, their ingredients are clean, and they're super open about where everything comes from.

And they've got Gal Gadot, Wonder Woman herself, as a founders! It's like they're saying, “Hey, you're not just making dinner – you're part of the cool club.”

So when a parent picks up a box of Goodles, they're just not buying mac and cheese - they're buying a little piece of happiness, a throwback to the good old days, and a chance to create those same awesome memories they were part of. Now with their kids.

THE LINE DEPLOYED

Ready to try this with your brand? Here's what you do:

Start by figuring out how your product makes people feel. Is it excitement? Belonging? Security? Once you nail that feeling, make it part of every message. You can choose images and words that create that same feeling - just like Goodles does.

This is your chance to tell a bigger story.

Show your customers that when they choose your brand, they're not just buying something - they're becoming part of something special.

That's the real secret to building a brand people can't stop talking about.

THE LINE ON FILM

Why do some brands leave a mark while others fade away?

The answer isn't what you think. It's hidden in plain sight.

Yet 9 out of 10 eCommerce brands miss it completely.

THE LINE: Q&A

How do I identify the core emotion that resonates most with my target audience?

Understanding the emotions that drive your customers to buy isn't just nice to have – it's a must-have. When you know what makes your customers tick emotionally, you can build a brand that truly connects with them.

Here's my take on this: Start by having real conversations with your best customers. I'm not talking about formal surveys – I mean actual chats where you ask them to tell you stories about using your product. Pay attention to the words they use, especially when they talk about how your product made them feel.

Look for patterns in their stories. Do they keep mentioning feeling confident? Safe? Like they belong? These repeated emotions are gold.

THE LINE: LIGHTER SIDE

THE LINE RESOURCE

Looking to work with me, I offer help in three ways:

1. If you’ve got a weekend | BrandBuilder One Pager

Get the One Pager BrandBuilder book and map your whole brand strategy on a single page. It’s fast, it’s clear, and it follows our 7C Method that we have applied to 70+ brands.

P.S. It’s under $15 (cheaper than your last Uber Eats order), loaded with legit bonuses (to help you hit the ground running), and yeah, it’s an Amazon bestseller!

2. If you’ve got 7 weeks | BrandBuilder X

Join BrandBuilder X. Weekly calls, real coaching, battle-tested templates, and direct support from strategists who’ve worked with brands like Amazon and Starbucks.

We don’t just teach brand. We coach you. We work with you. We build it together.

3. If you want it done for you | BrandBuilder All In

BrandBuilder All/In is your shortcut to a complete, crystal-clear strategy in 5 weeks. My team handles the strategy, the research, the messaging, the whole shebang.

You just show up and say “yes” or “nah.” Then walk away with a strategy that drives your whole business.

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