It’s been snowing out here finally! And this morning my daughter said maybe I could pick her up early from school and get in a few runs at the end of the day.
But then she mentioned she hasn’t tuned her skis yet this year… so, she said, maybe we should just wait and go over the weekend.
She knows I’m not a weekend skier.
And she knows I’ll happily tune her skis in about ten minutes.
Once I realized how she was playing me, it reminded me of something we all know but rarely apply to our own work:
It’s not what you say, it’s how you say it.
We’ve all heard this a thousand times.
But have you ever thought about what it means for your brand?
Most haven’t.
Getting the message right matters—but the message is only one piece.
The real impact comes from how your brand shows up: the tone, the attitude, the visual cues, the way the brand carries itself.
People don’t respond to information.
They respond to the emotional signal behind the information. That’s emotional framing.
Before your words can even sink in, your audience’s brain evaluates how your brand makes them feel.
And brand science backs it up: the fastest-growing brands aren’t the ones with the best arguments. They’re the ones with the most distinctive presence—a voice and a look that create memory and meaning instantly.
That’s the opportunity. Not louder messages. Not more messages.
Just a clearer, more intentional way of showing up.
Alright, I gotta get these things finished up so we can go make some turns.