Brand Chops Podcast

S01 E30 Brand Archetype Series - The Sage

In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the Sage brand archetype, which emphasizes wisdom, expertise, and knowledge. They discuss how businesses can effectively embody this archetype to attract the right customers, the common pitfalls to avoid, and strategies for positioning oneself as a trusted expert in the field. The conversation highlights the importance of clear messaging, high-value content, and building trust with customers.
 
If your brand is built on brainpower, this one’s for you. Zack Lemear and Chris Duhaime crack open the Sage archetype—the personality that wins customers through rock-solid facts, thought leadership, and “aha!” moments. You’ll learn:
How to turn research into revenue
The line between authoritative and academic overload
Simple copy tweaks that make complex ideas binge-worthy
Real-world Sage inspirations—from Google to Perplexity AI—plus the pitfalls they still face
Walk away with a checklist for positioning your business as the go-to source of truth—and watch trust turn into sales.
Takeaways
 
The Sage archetype thrives on wisdom and knowledge.
Sage brands are trusted sources of information.
Customers of Sage brands crave accuracy and deep insights.
Avoid jargon and overly complex messaging.
Storytelling is crucial for engaging customers.
Building trust is essential for Sage brands.
High-value content helps establish expertise.
Sage brands should balance authority with relatability.
Clear messaging is key to avoiding confusion.
Next episode will cover the Hero archetype.
 
Chapters
 
00:00 Introduction to Brand Chops Podcast
00:42 Exploring the Sage Archetype
02:14 Characteristics of Sage Brands
04:07 Common Mistakes of Sage Brands
06:58 Positioning as a Trusted Expert
08:40 Recap and Next Episode Teaser
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 

S01:E29 Turning Search Engines into Your Brand Megaphone

SEO veteran BJ Bergey joins hosts Chris Duhaime and Zack Lemear to prove that search engines and strong brands are inseparable.In 30 punch-packed minutes you’ll learn:
Why message consistency super-charges Google’s ranking signals • How claiming & optimizing your Google Business Profile can outrank bigger competitors overnight • The “4.8-star” review paradox—and tips for responding to haters • A zero-budget backlink tactic using local scholarships and .edu sites • How natural-language storytelling crushes keyword stuffing 
Whether you’re a solopreneur or scaling past seven figures, this episode arms you with practical plays to make SEO the loudest amplifier of your brand voice—no jargon, no fluff, just chops you can use today.
Takeaways
SEO and branding are interconnected and essential for visibility.
Consistency in branding builds trust and improves search rankings.
Claiming and optimizing your Google Business Profile is crucial.
Storytelling enhances SEO effectiveness and engages customers.
Backlinks from reputable sources like .edu and .gov are valuable.
Understanding your audience's needs is key to effective branding.
Unique value propositions differentiate your brand in a crowded market.
Building brand credibility requires active management of online reviews.
Avoid common SEO mistakes to protect your brand's reputation.
Creative branding strategies can help cut through market noise.
Chapters
00:00 Introduction to SEO and Branding
00:23 The Connection Between SEO and Brand Identity
05:01 Consistency in Brand Messaging
08:05 Building Trust and Authority Online
10:49 Balancing Storytelling and SEO Practices
13:24 The Evolution of Backlinking Strategies
16:09 Understanding Customer Needs Through SEO
19:11 The Importance of Unique Value Propositions
21:31 Building Brand Credibility in the Digital Age
25:25 Navigating Personal and Business Branding
27:19 Common SEO Mistakes That Hurt Brands
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 

S01 E28 Brand Archetype Series - The Explorer

In this episode of Brand Chops, hosts Chris Duhaime and Zack Lemear unpack the Explorer archetype—one of Carl Jung’s 12 brand archetypes—and why it matters for small business branding. If your ideal customer craves freedom, independence, and discovery, this is your blueprint. From psychographics to messaging and design tips, you’ll learn how to attract the adventure-seekers and wanderers of your market. Featuring real-world examples like Jeep and Red Bull, this episode is packed with practical insights to help you build a brand that dares to be different.
 
Takeaways
 
The Explorer archetype is about freedom, adventure, and pushing limits.
Brands like Jeep and Red Bull exemplify the Explorer archetype.
Explorer customers value independence and self-discovery.
Effective messaging for Explorer brands includes adventure-driven language.
Visuals should reflect ruggedness and dynamic experiences.
Avoid vague messaging; be specific about the adventure you're selling.
Deliver on the promise of adventure in customer experiences.
Building a community around shared adventures enhances brand loyalty.
Challenge your audience to engage them further.
Even non-adventure products can tap into the Explorer archetype.
 
Chapters
 
00:00 Introduction to Brand Archetypes
00:46 Exploring the Explorer Archetype
06:32 Understanding the Explorer Psychographics
09:51 Practical Steps for Explorer Brands
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 
 

S01 E27 Your Brand Voice is Costing You Sales (Here’s Why)

How much is inconsistent messaging costing your business? In this episode, we dive into the critical (and often overlooked) topic of brand voice and tone with content strategist and SEO expert Alison Ver Halen. Together with Zack Lemear and Chris Duhaime, we break down how small businesses can clarify their identity, connect more deeply with the right customers, reduce friction in the sales process, and stop sounding like a different person in every email, ad, and post. Learn how to build trust, create loyalty, and finally make your content work harder for you.
 
Takeaways
 
Define your brand by understanding how you want people to feel about it.
Brand voice is consistent, while tone can change based on context.
Creating brand voice guidelines is essential for consistency.
Sales teams must align with brand voice to avoid confusing customers.
Inconsistency in messaging can lead to lost trust and missed opportunities.
Avoid jargon and ensure content is accessible to your audience.
Engage clients in reviewing brand voice guidelines for better alignment.
Use language that resonates with your ideal clients to build trust.
Branding is not just about logos; it's about the overall experience.
Consistency in branding helps in building long-term customer loyalty.
 
Chapters
 
00:00 Defining Brand Voice and Tone
03:06 The Importance of Consistency in Branding
05:55 Creating Brand Voice Guidelines
09:06 Common Pitfalls in Branding
12:17 Aligning Teams with Brand Voice
15:08 The Impact of Inconsistent Branding on Customer Experience
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 
 

S01:E26 Brand Archetypes Series - The Innocent

Summary
 
In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime kick off a 12-part series on brand archetypes, starting with the Innocent archetype. They discuss the importance of identifying your brand's archetype to connect with your audience emotionally. The Innocent brand is characterized by safety, optimism, and honesty, appealing to consumers who value simplicity and transparency. The hosts provide practical tips for small businesses to effectively embody the Innocent archetype, emphasizing the need for clear messaging, clean design, and authenticity. They conclude by encouraging listeners to reflect on their brand's identity and stay tuned for the next episode on the Explorer archetype.
 
Takeaways
 
Brand archetypes help identify ideal client profiles.
The Innocent archetype focuses on safety and optimism.
Clear messaging builds trust with customers.
Visual identity should reflect brand values.
Avoid being naive or out of touch with reality.
Simplicity in design enhances customer experience.
Honesty is crucial for Innocent brands.
Emotional connection drives consumer purchasing decisions.
Consistency in branding fosters reliability.
Understanding your audience's preferences is key. 
 
Chapters
 
00:00 Introduction to Brand Archetypes
03:10 Understanding the Innocent Archetype
06:31 Characteristics of Innocent Brands
09:01 Challenges and Pitfalls of Innocent Branding
12:06 Practical Tips for Innocent Brands
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 

S01:E25 Should Your Brand Get Political? Let’s Chop It Up!

In this episode of Brand Chops, Zack Lemear and Chris Duhaime dive deep into the polarizing world of politics and its undeniable impact on branding. From Trump’s iconic red hat to Ben & Jerry’s activist messaging, they explore real-world examples of how political alignment (or avoidance) can shape brand identity, attract or repel customers, and ultimately affect the bottom line. Whether you’re a small business owner navigating your personal brand or a marketer managing a national campaign, this episode reveals the risks and rewards of mixing politics with branding—and why knowing your audience is more important than ever.
Takeaways
Politics plays a significant role in branding and marketing.
Brands must consciously decide their political alignment.
Political statements can polarize audiences and affect brand loyalty.
Understanding your audience is crucial for effective branding.
Brands like Trump have mastered the art of polarizing marketing.
Ben and Jerry's exemplifies a brand taking a strong political stance.
Personal branding can bleed into business branding.
Being vocal about political views can have business repercussions.
Brands should be mindful of their messaging on social media.
The current media landscape contributes to political polarization.
 
Chapters
 
00:00 Introduction to Branding and Politics
01:11 The Polarizing Nature of Politics in Branding
06:53 The Impact of Political Stances on Business
10:17 Navigating Audience Expectations and Brand Alignment
15:48 Case Studies: Trump and Ben & Jerry's Branding Strategies
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

S01:E24 Stop Selling Weed. Start Selling a Brand.

Trust is everything in cannabis—and most brands aren’t earning it.
In this episode, Zack Lemear and Chris Duhaime discuss teh top ten do’s and don’ts of cannabis branding. 
Tune in and learn how to:
Define a strong, premium positioning
Use education to become the go-to expert
Avoid regulatory landmines
Design packaging that actually sells
Build a community around more than just your product
Whether you're running a dispensary, launching a CBD product, or thinking about entering the industry, this episode is your playbook for smarter cannabis branding in 2025.
 
Takeaways
 
Branding is evolving with the cannabis industry.
Professionalism is key to overcoming stigma.
Unique value propositions help brands stand out.
Educational content builds trust with consumers.
Lifestyle branding aligns products with consumer values.
Brand consistency reinforces identity across platforms.
Community engagement fosters loyalty and trust.
Avoid common pitfalls in cannabis branding.
Learn from the successes and failures of alcohol and tobacco brands.
Trust and storytelling are essential for brand loyalty.
 
Chapters
 
00:00 Introduction to Cannabis Branding
03:00 The Importance of Professionalism in Cannabis Branding
06:17 Defining Your Unique Value Proposition
09:13 Leveraging Educational Content and Storytelling
12:05 Building a Lifestyle Brand and Establishing Consistency
15:10 Community Engagement and Compliance
18:01 Top Dos and Don'ts in Cannabis Branding
21:22 Comparing Cannabis Branding to Alcohol and Tobacco
24:03 Long-Term Strategies for Cannabis Brands
27:19 Final Thoughts and Key Takeaways
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 
 

S01:E23 From Forgettable to Unstoppable: Build Your Brand with Archetypes

Most small businesses stop at demographics. 😬
The smart ones dig deeper.
In this episode, we show you how to tap into the 12 brand archetypes to connect with what your audience actually cares about — and why that changes everything.
 
🎙️ If you don’t know your brand’s archetype, you’re leaving trust, loyalty, and sales on the table. In this episode, we break down Carl Jung’s 12 archetypes — and how smart brands use them to dominate their market. Find out why your brand personality isn't optional anymore. 
 
In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime delve into the concept of brand archetypes, rooted in Carl Jung's psychology. They discuss the importance of identifying and leveraging these archetypes to create a more authentic brand strategy, particularly for small businesses. 🚀 Listen now.
 
Takeaways
Brand archetypes help define a brand's personality.
Identifying your archetype is crucial for effective messaging.
Brands without a clear archetype risk being forgettable.
Understanding your audience's psychographics is key.
Each archetype resonates with different emotional triggers.
Successful brands often embody one or a mix of archetypes.
Consistency in branding builds trust with customers.
Your brand's archetype should reflect in everyday operations.
Monitoring audience changes is essential for brand evolution.
Aligning core values with an archetype enhances brand strategy.
 
Chapters
00:00 Understanding Brand Archetypes
04:34 Exploring the Twelve Archetypes
08:47 Applying Archetypes to Brand Strategy
13:30 Monitoring and Adapting Your Brand Archetype
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 
 

S01:E22 Building a Business That People Want to Talk About

How do you turn one funny ad into triple the engagement and a spot on a podcast? Honest Brothers Painting shares the creative risk that made their brand unforgettable — and why leaning into who you are is the real secret to growth.
In this episode of Brand Chops, Zack Lemear sits down with Shawn P and Shawn R Kelleher of Honest Brothers Painting — the local NH company that blew up their engagement with some hilarious, creative risk.
They break down how being bold (and staying true to who you are) turned a small business into a movement — more likes, more leads, more sales — and a brand people actually love.
Get ready for real talk on creative marketing, building a culture that matters, and why success starts with service.
🔥 If you're playing it safe, you're playing it wrong. Hit play.
 
Takeaways
 
Honest Brothers Painting has effectively used humor in their marketing.
Creative risks can lead to significant engagement and brand awareness.
Authenticity in branding is crucial for connecting with customers.
Community service and philanthropy are integral to their business model.
A strong business culture fosters employee satisfaction and loyalty.
Understanding your identity helps in making business decisions.
Taking time to reflect on your purpose can lead to clarity in business.
Brand loyalty is built through emotional connections with customers.
It's important to focus on quality service over just making money.
Small businesses should not be afraid to say no to clients that don't align with their values.
 
Chapters
 
00:00 Introduction to Honest Brothers Painting
02:15 Creative Marketing Strategies that Work
04:58 Taking Risks in Advertising
10:27 Authenticity in Branding
16:59 Community Impact and Mission Work
19:17 Building a Purpose-Driven Business
20:34 Creating a Supportive Company Culture
22:46 The Importance of Brand Identity
25:32 Finding Your Core Values
30:04 Advice for Small Business Owners
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of! 

S01:E21 How to Master Your Ideal Client Profiles

Learn how to build effective personas that resonate with your target audience, the importance of understanding who your ideal clients are, and the necessity of market research. In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the significance of ideal client profiles and personas/avatars in marketing. The conversation also explores psychological archetypes and their role in crafting compelling messaging, as well as the distinctions between B2B and B2C marketing strategies. The hosts emphasize the need for precise targeting and the development of a unique value proposition to stand out in a crowded marketplace.
 
Takeaways
 
Understanding your ideal client is crucial for effective marketing.
Market research helps identify the problems your business can solve.
Listening to client feedback provides valuable insights for persona development.
Personas should include job titles, responsibilities, and goals.
Messaging must resonate with both decision-makers and gatekeepers.
Psychological archetypes help in understanding client motivations.
B2B and B2C personas require different marketing approaches.
Specificity in messaging increases client engagement.
Brand positioning is essential for standing out in the market.
Effective marketing requires strategy, not just guesswork.
 
Chapters
 
00:00 Understanding Ideal Client Profiles
02:34 The Importance of Market Research
05:16 Building Effective Personas
07:56 Psychological Archetypes in Marketing
11:03 Differentiating B2B and B2C Strategies
13:49 Crafting Your Unique Value Proposition
Contact Us
Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense.If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!