1965 – Creating a Brand that Resonates with Triple Diamond’s Rachel Allen and Solveig Petch

0:05Hey there, thoughtful listener. Are you looking for introductions to partners, investors, influencers, influencers, influencers, and clients? Well, I've had private conversations with over 2 ,000 leaders asking them where their best business comes from. I've got a free video you can watch with no opt-in required where I'll share the exact steps necessary to be 100 % inbound in your industry over the next six to eight months with no spam, no ads, and no sales. What I teach has worked for me for over 15 years and has helped me create eight figures in revenue for my own companies. Just head to upmyinfluence.com and watch my free class on how to create endless high-ticket sales appointments.

0:51Also, don't forget, the thoughtful entrepreneur is always looking for great guests. Go to upmyinfluence.com and click on podcast. I'd love to have you.

1:05With us right now, it's Rachel Allen and Solving Petch, aka Petchy. You are each the co-founders and brandsmiths with Triple Diamond. Your website is triplediamond.vip. It's great to have you, Solving and Rachel. Thank you so much. We're excited, Josh. Yeah. We're so excited. Thanks for having us. Absolutely. Well, I'm excited to hear a bit about the work that you do, who you serve, and of course, you know, kind of tapping into your area of expertise today. So tell us a bit about Triple Diamond. Yeah, well, Petchy and I, we have both been highly experienced in our fields. I think we have a combined something about 40 years of experience between us.

1:47Petchy is a brand consultant. I'm a master copywriter. We ended up working together on several projects and we're like, you know what? What if we did this as a thing? So Triple Diamond is for big thinking businesses. We talk about building legacy brands and that's what we do. We work together to build legacy branding for businesses that are up to more than just trying to make a bottom line, because frankly, that's a bit boring. If you just want to turn the Internet into your ATM, there's lots of people who can teach you how to do that. But if you actually want a legacy brand, we're the person to come to.

2:16Yeah. Why is this so important today? Actually, I'm going to give that one over to you. Why do you think? Yeah, well, you know what, today more than whenever, really, it's so important to create something lasting and to create something that really connects with your audience. And I think it's something like a whopping like 84 % or something of consumers actually make purchasing decisions now based on whether they feel values aligned with a brand or not. So I think if there's ever a time to really sort of let your values shine through and live what you believe through your brand, then this is it.

3:02Yeah, I'd say and I'd really be interested to get your take on consumer behavior today, both consumer behavior and consumers include all of us. And why a brand or this presence that feels like a market leader, like a legacy brand. I obviously have my take on this. And I would say that my observation is that audiences have never been more fickle because there's never been more noise and there's never been more choices out there. So it's one thing to get someone's attention for a couple of seconds. It's another thing entirely to keep that attention and then have that evolve into the sorts of engagements and relationships we're looking for.

3:55Oh, absolutely. I think you nailed it. I think consumer behavior is far more fickle and consumers are far more sophisticated than they have been before, particularly in the online space. I think things that worked even a year and a half ago are just not working anymore and businesses are having to up their game. yeah I agree I totally agree I've seen it so many times now over and over again in the online space especially where people are teaching tactics and then people are copying the tactics and then they're teaching them to other people again and you get this whole sort of coaches coaching coaches scenario and so in the end everything is just a big jumble of a lot of people and a lot of brands saying exactly the same things, doing exactly the same things.

4:45And to stand out from that, you really have to go at it from a slightly different angle. Yeah, absolutely. Agreed. You know, if we're not differentiating ourselves, then what do you have to compete on? I mean, you know, in realist, I mean, realistically, it's, you know, either you're going to have to lean on, you know, an established relationship or a personal relationship that you've previously earned, because this isn't going to be the doorway to it, or you're going to have to compete on price. And we all know that that's just a, you know, a toilet bowl flush to the bottom. Right. I love that expression.

5:24Yeah. Something I tell my clients all the time as well with this is if you try to just follow all the other tactics and do what everybody else is doing and try to get loud. All that does is put you in an arms race with Coca-Cola. You are never going to have their marketing spend. So you have to be smarter about this because you cannot be the biggest. You just can't. So let's go maybe through some best practices in branding. So to our friend that's listening right now, you know, if they were to look at their overall brand, again, every branding expert says this, it's more than just your logo. Yes, we know.

5:57So, so, so, you know, in that, we generally know that brand encompasses everything that we communicate in our entire presence and certainly what we communicate in every single way. What do you see working well in terms of how this then gets practiced or how we implement our branding? What do you see that is, I think we've kind of talked about what doesn't work right and just more kind of me too and generic um how do we stand out today well I think the foundation sorry Rachel keep oh no go ahead um I was gonna say I think the foundation is you have to start with your values which are unique to you and of course everybody's like oh honesty transparency integrity and I'm like okay but really like come on it just can't be everybody's values yeah so that's where we start with triple diamond and we're like okay what do you actually care about why are you actually doing this because there are so many easier ways to go make a whole lot of money but if you actually want to make a difference in your industry that drive has to come from something much deeper and so I think that's the foundation and then Petty I bet you were about to jump in with uh some implementation on that yeah and I mean like once you've actually picked your values and defined them and you feel like, yes, this is me and this is what I stand for, then like they're no good if you put them just in a drawer on a piece of paper to gather dust.

7:28So these days, it's more about figuring out how can you actually live those values and use those values as a compass as you make decisions in your day to day life as a business owner. So like most of us are going to come across less than ideal situations we're going to find ourselves in a pickle sometimes what you're going to do then if you have your values you can navigate via your values so you can lean on your values to ask yourself okay so how will I handle this situation in a way that will get me closer to where I want to be and in a way that stays true to my values so that people see that I actually practice what I preach.

8:14I don't just say that I have these fancy words and they sound fantastic, but I actually back those words up by actions. So for instance, that could also look like in your day-to-day business investments, like where do you spend your money? Like the companies that you choose to invest with, do you know that their values aligned with you do you know that they're not at odds with the what you want to see in the world the change that you want to see um so there's very much more to this than meets the eye uh the logo is just it's just that we know that it's just an identifier really more than anything else yeah so tell me about who you work with and and what that looks like, what is that process?

9:01And what I can say, and I'll just kind of add my endorsement. If, to our friend watching right now, if you're serious about your legacy and you want to make life a lot easier for yourself, because there's absolutely, you know, having gone through a very significant branding process with someone who truly understands this holistically and tying it into purpose, tying it into values. It just, you attract people that share your common values. And that's what you want. You don't want people that are just tire kickers saying, all right, what's your price? You want people that resonate because if they resonate, it's like they're already emotionally converted.

9:47Now they just need to figure, and I'm kind of talking maybe specifically about B2B, which is, you know, kind of my area, but, you know, I'll just add this endorsement is if you can work it out to work with a branding expert, someone who's truly a master in their field, it is a life change difference. Your sales calls are going to be different. Your volume of conversations is going to be different. And it's because you are getting all of your communication and branding to do the heavy lifting for you so that you just get to come on and reinforce what they've already been able to figure out. Well, how's that for an endorsement?

10:27I don't mean to answer all your, you know, that's just my take on this. I would love to hear what the experience, like when you're working with a client, like what that ends up looking like, what is part of this whole engagement process? Yeah, absolutely. Well, that was a fantastic endorsement. Thank you so much. Well, what we do, we work primarily with people who already are experienced in business. So we're talking people in the seven to eight figure range. Perhaps they are upgrading their brand. Maybe they've outgrown it or they're doing something new, but they're not new at business. We're especially good with people who are looking, maybe they're in Series B funding or something equivalent to that.

11:03And they've been very successful, perhaps even in another industry. One of our shining showcase clients was an extremely successful estate planning attorney who then moved into legal tech. And we were able to help her translate that expertise into this new field. So that's who we work with. And as far as how we do it, it's a three-month process. Um, it's a lot of, uh, interplay on the front end of the first month we do our calls. Then Petty and I go away and the client can do whatever they would like to do during that month. We do our work together. We'll still be in touch, but really we're head down focusing exclusively on their business.

11:36We only actually take on a very small number of clients at a time so we can have high focus. And then the third month is all about presentation and refinement. So we'll come back, we'll show the client what we've done, and then we put the final tweaks on it and help them move forward with next steps and implementation. And I want to add into that, Rachel, if I can, that first month when we dive really deep, our client is so crucial to that part of the process, because this isn't a done for you service. it's much more a done with you service and our clients they can't come to us and just like offload it to us to figure out what their brand is because they already know they already have it inside their hearts in their brains they know but they just need some help to dig and to refine and to distill what is already there and with Rachel's help they can then articulate what their brand is all about in words, so verbally or written.

12:36And then my kind of jam is taking those strategic insights that we get in that sort of messy first months and turning it into that compelling brand identity that's going to communicate all of the facets of what their brand is all about. Yeah. You can answer this any way you want for someone who's wondering if they're ready for it? Is there certainly, obviously, they would be thinking about, do I have the budget? Do I have the time? Should I prioritize this work? Or, again, should I be continuing to hustle out there? Just trying to grow, grow, grow. Can you help them, maybe someone who's on the fence or kind of in that consideration phase, understand the obligation.

13:31Maybe they might be a little too early for this in terms of budget and that sort of thing, but who's that sweet spot that you're working with and what do they need to bring to the table? Aside from money. Right. I think the most important thing is a willingness to self-reflect and dive deep, honestly. I think having the business experience is great having some form of expertise and success in another field. That's kind of our, you must be this tall to ride with this offer. That gives you some mileage and some ways to understand how this works. But I think the most crucial thing is this willingness to self-reflect and really be like, okay, maybe I don't know the answers to this yet, but I am willing to go and figure it out.

14:13And I'm willing for it to be messy for a little bit because those first couple of calls, we're throwing a bunch of Legos on the table. We don't know what's going to happen. And it always sort of coalesces into this magical wonderfulness later. But I think that's the main psychological factors that I would say people need to bring to the table. Yeah. And also when you when we work with those people who have been in business for a while and know what they're doing, what I find, especially when I work with my clients, is they are much more ready to let go of the process and trust us to actually do the work that needs to be done for them.

14:49So there's like there's something something to be said for the hustling and phase. I mean, we've all been there, haven't we? But it will only work for so long. And when you get to that certain stage, you will just know that you're ready to hand it over to someone. and that you are actually ready to put your trust in their expertise. And that's when we want to come in. Tell me a bit more about the clients that you've worked with and the outcomes that you've created. And I know you each come with a lot of industry experience. Right. Well, the one that we always love to bring out of their case study is the estate planning attorney.

15:27They ended up founding another law firm called Merriweather Law. and their whole focus was to make very high level estate planning more accessible to people who maybe historically wouldn't be able to access it while still providing that very high level of elite care to the clients that they're used to working with. So we came together and ended up creating a brand for them and actually supported them through their website build and the brand was almost immediately featured and I'm sorry Petya I always forget the society. Who featured it like right away? The World Brand Design Society. Yes, it was pulled out as a feature for that because it was just so on brand.

16:06And it so reflected what they were going for, which was expertise with this element of gentle disruption. And just being able to walk that line and have moments where the client would say, oh, my gosh, I feel like you read my mind. Or how did you know I was thinking about that color? And then see that translate into a phenomenally successful business that was profitable for month one. was just really wonderful. Yeah, as for me, I've worked with a lot of different clients in like a very wide variety of industries. For me, it's more about the psychographics and the demographics of the people that I work with.

16:45So the common denominators for my type of client is that they want to create a positive change in the world, like beyond their own bank accounts. and usually they cobbled something together like on their own for a couple of years and then they're realizing that do you know what it's just not cutting it anymore I'm outgrowing this DIY or this bootstrap brand that I did I need to grow up I need to put on my big girl pants now it's time to be grown-up business I love that yeah tell me in terms of like before and after someone that you've worked with and like what they experienced? Yeah. So I think before they, they know what they could be, but they also can see that they're not there yet and they don't know exactly how to close that gap.

17:33So they're like, Oh, I know, like I can see, and I have the good taste and the experience to see that other businesses are doing this better than me, but I don't know how to move there. And then afterwards, I think that they feel incredibly seen. They feel like that, that dream or that vision for what their business could be has actually been articulated and brought out of them. And they have the fun of actually getting to work in that dream business for themselves without having the grind of working in a business that's kind of cobbled together or is not quite the perfect fit. Yeah. By the way, what is Triple Diamond?

18:10And then when somebody does go to triplediamond.vip, what would you recommend their next steps be? You want to talk about what triple diamond is, Petchy? That was your genius? I wouldn't call it my genius. There's this design process model called the double diamond. I don't know if you're familiar with that. But it's basically got to do with how when you're running a design process or a creative process of any kind, you start very sort of narrow, you have a focus, then you diverge, and then you converge again. And then this kind of draws out as a double diamond shape um and we wanted to add a third diamond because there are three diamonds in this collaboration there's rachel obviously there's uh myself but there's also the client so and plus our clients are often diamonds in the rough you know we just need to polish what they already have and and bring out the shine so that's that's where that came from and as far as next steps on the site um just have a conversation with us the site's pretty short and simple as we say We've seen a lot of agencies use a lot of big words to really fluff things up.

19:17We use just some small, meaningful, impactful words. And we'd love to have a conversation if Triple Diamond seems like a good fit for you. Excellent. And when we say we'd like to have a conversation, we really do mean we just want to have a conversation. There's no sleazy sales tactics happening on our calls. So if it's not a fit for you, we're not going to push it. You know, as to be brand consistent, if anyone thinks by looking at your website or certainly hearing our conversation and then they think that that's instantly going to turn into a sleazy conversation, I would be shocked. And because that's not at all brand consistent with everything that you communicate.

19:53So Patchy, aka Solving Patch, and Rachel Allen, again, co-founders and brand, what do we say? Brand? Brand Smiths. Brand Smiths. Yeah, your website, triplediamond.vip. Thank you each for joining us. Thank you so much. Thank you so much.

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21:27Just head to upmyinfluence.com and watch my free class on how to create endless high ticket sales appointments. Make sure to hit subscribe so that tomorrow morning, that's right, seven days a week, you are going to be inspired and motivated to succeed. I promise to bring positivity and inspiration to you for around 15 minutes every single day. Thanks for listening and thank you for being a part of the Thoughtful Entrepreneur Movement.