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Starting a business?

Introducing Brand Story®

The first step-by-step brand-building course for shoestring startups.

From Atlanta agency veteran Bruce Miller.

 

WHY I CREATED THIS COURSE:

When Elon swung that chainsaw, I knew I had to do something.

I could see the handwriting on the wall: Government layoffs, artificial intelligence, tariffs, foreign wars, energy prices, and a collapsing private credit market forcing people out of work to launch shoestring startups – but without the capital or know-how to start.

Here’s the rub: Even dog-walking has become a billion-dollar industry. To compete, the little guy needs to understand brand strategy.

Brand positioning is the tried-and-true way to build a successful brand. This course shows you how.

Who is this course for?

1. Shoestring Startups

You launched with a dream, but have no idea how you will attract paying customers.

2. Established Businesses

You love your design team, but brand strategy is ultimately on you.

3. Online Geniuses

You’re building an app that can save the world — but will anyone notice?

EVERY BUSINESS NEEDS A BRAND:  Dog Walker · Massage Therapist · Home Tech · SAT Tutor · Quickbooks Consultant · Gluten-Free Donuts · Goat Grazing · Artisanal Kimchi · Personal Coach · Memoir Writer · Mushroom Forager · Green Weddings · Small-Space Gardening · CBD Pet Gummies · Bamboo Toothbrushes · Kombucha Kits · Pet Sweaters · Cactus Bug Repellant · Retro Video Games · Decluttering Consultant · Astrologer · Bounce Rentals · Tarot · Organic Makeup · Yoga Retreats · Line Standing · Workplace Gardens · Pro Bridesmaid

 

Pull Some Fresh Brand out of the Oven.

It’s not quite that easy, but that was my goal.

I reverse-engineered our $10,000 agency retainer into a step-by-step course for the little guy.

For $97, you get 15 video lessons, Text Lessons, PDF Learning Guides, Worksheets, a Brand Story Workshop PowerPoint, AI prompts, Q&A, and a consulting option.

 

Watch Chapter One for FREE!

No sign-up, credit card, or forms. Watch and learn now!

Or BUY NOW

Already have a business plan?

You may have overlooked the crucial part. Customers must desire what you’re selling. This course positions your product or service as the unique solution to your customer’s need.

You can ask AI to do this for you, but purchasing decisions are based on feelings, feelings, feelings.

I asked ChatGPT, who agreed:

“I’m generating language patterns based on data and design, not because I feel anything.” ~ ChatGPT

 

“Advertising is the art of persuasion.”

Those potent words came from advertising legend Bill Bernbach – the guy who made the VW Beetle a beloved brand.

ChatGPT and Claude can help with some of this, but advertising is person-to-person. Imagine getting on one knee, ring in hand, and making this heartfelt declaration:

“Debbie, I asked ChatGPT to compose my feelings for this special moment.”

Like I said. Persuasion is about feelings.

Your business success depends on brand positioning.

In 1972, David Ogilvy, the father of modern advertising, challenged the industry by running a full-page ad – a 1900-word manifesto – in the New York Times and WSJ, titled: “How to create advertising that sells.”

Ogilvy shared thirty-eight proprietary secrets. Number One – brand positioning – is still the most important:

“We have learned that the effect of your advertising on your sales depends more on this decision than on any other: How should you position your product?“ ~ David Ogilvy

Brand Story® is the first course to take you step by step through the positioning process.

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Buy the Course

My Brand Story

After our child was born, my wife quit her job as a nurse and announced, “Time for you to get a real job.”

My first corporate job was Senior Writer at CheckFree Corporation. We developed the tagline, “The Leader in Electronic Commerce,” and, like magic, CheckFree became recognized as the industry leader in e-commerce.

That’s when I realized that Brand Positioning is a Superpower – more powerful than features, benefits, or pricing.

Our team went on to win the Max Award for Marketing Campaign of the Year. We installed the glass trophy in the president’s office, and the next day, the entire creative department was fired. CheckFree’s new CMO hired a big global agency (not realizing it would take months to ramp up).

So, we started a shoestring agency in the back of my house and won the CheckFree account!

That’s when I began applying Ogilvy’s insights into our client campaigns over the next 30 years.

There are lots of agencies that know how to build a brand – but none offer a Brand Story® approach for the little guy.

If you’re a shoestring startup, you will learn how to build a viable brand.

Already have an established business? Learn proven brand strategies to guide your campaigns and initiatives.

 

Here’s what you get:

15 Step-by-Step Videos

    1. Introduction: “People Don’t Buy Products; They Buy Brands.” FREE
    1. The Three Rules: “What Makes an Effective Brand Story?”
    1. Differentiation: “How to Compete in a Sea of Commodities.”
    1. About Me: “How I became Brand Story Bruce.”
    1. History: “How David Ogilvy Pioneered Brand Positioning.
    1. Customers Part I: “How to Align Your Brand to Your Target Customer.”
    1. Customers Part II: “Building a Customer Persona.”
    1. Brand Positioning 101: “Creating Your Brand Positioning Statement.”
    1. The Name Game: “How to Secure a Name that Highlights Your Brand Position.”
    1. The Elevator Pitch: “Turn Your Brand Position into a Marketing Message.
    1. Trademark: “How to Trademark Your Brand without a Lawyer.”(This video alone can save you $750 to $2000 in attorney fees.)
    1. Brand Platform: “Creating a Love Relationship with Your Brand.”
    1. Look and Feel: “Building a Professional Look on a Shoestring Budget.:
    1. Touchpoints: “Seven Rules to Simplify the Marketing Maze.”
    1. Building a Brand Story Website: “How to Make Your Shoestring Startup Look Like a National Brand.”
    1. Coming soon) Finding Your Niche: “How to leverage your bio, passion, or experience into a viable business.”
    2. (Coming soon) Positioning Non-Profits: “Creating a Brand Story that Connects with Donors.”
    1. (Coming soon) Riding the Rollercoaster of Risk: “How to manage the ups and downs of your start-up journey.”

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Learning Support

  • Chapter Learning Guides
  • Workshop PowerPoints: Collaborative brand positioning materials for your team.
  • Q&A 
  • Consulting Option (Hourly fee)
  • Forms:
    • Brand Position Guide
    • Brand Platform Guide
    • Customer Persona Template
    • Marketing Touchpoint Ideas
  • AI Prompts

    Click + to expand.

    Detailed Course Content

    Click to view.

    Watch Chapter One for FREE!

    No sign-up, credit card, or forms. Watch and learn now!

    Or BUY NOW