Sarah’s Super Secret Chat Prompt + Nate’s Discovery

Summary

Brain Driven Brands Episode Summary

Episode: Sarah’s Super Secret Chat Prompt + Nate’s Discovery
Release Date: March 20, 2025
Host: Sarah Levinger
Guest: Nate Legos

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1. Introduction and Host Banter

The episode kicks off with a playful exchange between Sarah Levinger and her recurring co-host, Nate Legos. They discuss Nate turning 29 and tease each other humorously about aging and wisdom.

Nate Legos [00:04]: "Welcome back to Brain Driven Brands. I am your premium guest recurring co-host, Premium."
Sarah Lavender [00:12]: "He's back. It's the Nate. The Nate Legos. How are you?"

2. Introduction to BPE (Brand Personality Engine)

Sarah introduces a new segment focusing on the distinction between messaging and copy, leading into her development of the Brand Personality Engine (BPE). She explains that BPE is a tool designed to analyze market gaps and develop a brand's unique personality.

Sarah Lavender [04:19]: "Bpe. It's my new newest product that is in development."

3. Developing a Mascot: Dex the Dinosaur

Sarah shares her creation of Dex, a red dinosaur mascot for Tether Insights. Dex is envisioned to become as iconic as the Geico Gecko or the Old Spice Man, serving as a personality-driven element to engage consumers.

Sarah Lavender [09:35]: "I have chosen a mascot specifically for Tether Insights. I know you can't see if you're listening to the podcast. But this is Dex. He is a little red dinosaur with little red spectacles."

4. Analyzing Original Grain's Brand via BPE

Sarah conducts a live BPE analysis on Nate's brand, Original Grain, focusing on identifying market gaps, brand enemies, and messaging mechanisms.

a. Market Gap Analysis

Sarah identifies that the watch industry is saturated with brands emphasizing craftsmanship and sustainability but lacking a strong emotional identity that connects deeply with customer aspirations.

Sarah Lavender [12:18]: "The industry focus heavily on materials and exclusivity. But most brands lack a strong aspirational narrative."

b. Identifying Brand Enemy

The BPE suggests Original Grain position itself against "mass-produced soulless watches," emphasizing the brand’s commitment to legacy and permanence.

Sarah Lavender [16:03]: "Original Grain markets against mass-produced soulless watches, which I would agree."

c. Messaging Mechanism

Sarah recommends that Original Grain adopt messaging that focuses on their watches as "heirlooms" and "chapters in your story," thereby creating a meaningful connection with consumers.

Sarah Lavender [21:08]: "Legacy and building something that's built to last... Instead of selling watches, sell the idea of permanence in a throwaway world."

5. Execution Strategies

Sarah outlines practical steps for Original Grain to implement the insights derived from the BPE analysis.

a. Origin Stories and Lore

Creating detailed backstories for each material used can help build a rich brand lore that resonates with consumers.

Sarah Lavender [28:04]: "Create origin stories for every material. So build some lore."

b. Real Wearers Content

Showcasing actual customers and their stories wearing Original Grain watches to highlight the personal significance of the product.

Sarah Lavender [28:35]: "Who's wearing it and what does it represent for him?"

c. Video Content Showcasing Craftsmanship

Producing videos that focus on the hands of the craftsmen, emphasizing the human element behind each watch.

Sarah Lavender [28:06]: "Show the hands behind the craft... Here's the hands of the guy who built it."

6. Impact on Original Grain's Growth

Nate shares impressive growth figures, attributing the brand's success to the strategic messaging and identity development highlighted through BPE.

Nate Legos [24:52]: "104% [growth] this year."
Sarah Lavender [24:59]: "It is not shocking that you guys are growing."

7. Conclusion and Key Takeaways

Sarah and Nate wrap up the episode by summarizing the key insights from the BPE analysis. They emphasize the importance of emotional connection, defining a clear brand enemy, and executing consistent storytelling to drive brand growth.

Sarah Lavender [29:21]: "Your biggest market gap is nobody has any sort of emotion. There's no story behind what they're doing."

Nate Legos [29:34]: "I love this. I'm going to write copy for winning the war on wasteful watches right now."

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Notable Quotes

• Sarah Lavender [07:51]: "Write that down. Write that down. Write that down."
• Nate Legos [23:43]: "It's 73 words. I think I remember all of them."
• Sarah Lavender [28:35]: "Show the hands behind the craft... Here's the hands of the guy who built it."

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Final Thoughts

This episode delves deep into the strategic aspects of brand development, highlighting the transformative potential of the Brand Personality Engine (BPE). By focusing on emotional identity and clear brand differentiation, Original Grain exemplifies how brands can achieve significant growth and consumer loyalty. Sarah and Nate provide actionable insights that any e-commerce brand can implement to enhance their market presence and connection with customers.

For more insights and strategies, listeners are encouraged to visit TetherInsights.IO and follow Sarah Levinger and Nate Legos on Twitter.

Transcript

[Nate Legos]

Welcome back to Brain Driven Brands. I am your premium guest recurring co host, Premium.

[Sarah Lavender]

He's back. It's the Nate. The Nate Legos. How are you?

[Nate Legos]

I'm good. How are you doing?

[Sarah Lavender]

I feel very upset that you were not here last week, but Scotty O, you're older and wiser now.

[Nate Legos]

You're coming back. I'm 29, so I'm still not. I'm still very young.

[Sarah Lavender]

29.

[Nate Legos]

Next year I will flip the page into being old. But for now, I got another year being a youngin. And how do you feel about it?

[Sarah Lavender]

Is it a nice. Was it a nice birthday transition to 29, the last year of being young? How does that feel?

[Nate Legos]

Yeah, it feels good. I think I'm interested to see what happens next year because I might turn 30. I might go back to 28. We'll see.

[Sarah Lavender]

You're just going to tell people I'm not going to do that one?

[Nate Legos]

Yeah. I mean, yeah, we'll see what happens when I wake up that day.

[Sarah Lavender]

I feel good.

[Nate Legos]

About 29 has been treating me well.

[Sarah Lavender]

Yeah, Just skip whatever birthdays you don't like. That's. I feel good about that. I'm gonna be. Oh, God, 37 this year.

[Nate Legos]

Yeah. Yeah. There's no escaping. Oh, I don't like the 30s for a while. There's no escaping. 37 is late 30s.

[Sarah Lavender]

It really is actually 36. You can kind of skate off as like, it's mid-30s. Yeah, mid-30s. 37's like. You're basically 40. Like, okay, it's fine, though. I don't feel tired at all. I didn't drink two cups of coffee this morning and, like, just regret all of my decisions in life. It's fine. So I was going to do an entire episode on message versus copy. Right. Because there's a big difference between messaging versus copy. But I have kind of like a mini segment that I want to do first because I want to see if you guys want it. You don't have to purchase it, but I want to. I want to sell you on something great.

[Nate Legos]

We are sponsored by Tether Insights, by the way. Right.

[Sarah Lavender]

We are sponsored by Tether Insight. Shameless Plug. Tether Insights. All we do is consumer market research. So if you need that in your life or for your brand in general, come get some market research. TetherInsights IE Insots TetherInsights IO all right, let's get to the segment though. So far. Yeah, I'm really good at this, let me tell you. This is my professional job that I have for Reels. People pay me. Not this, though. Nobody pays me to do this. I. The only person that gets paid is Scotty. Okay, I digress. I have a point. So this week, I had a brand come in that made me think of you, because I was like, oh, Nate's gonna really love this topic. This brand is in the skincare industry. Really solid founders, like, super smart. They built this from the ground up. They're, like, in it to win it. They're gritty, right? Like, we're dedicated. We want to see this brand win. The problem is, there's millions of us. There's. There's millions of skincare brands. Men's skincare is a little bit smaller, but every time, I'm always sick. Men's skincare, though, for these guys, it's becoming harder because their. Their industry is becoming more and more saturated. So they came to me with kind of like this, I don't know, concept of, like, how do we figure out our brand voice? Which is something that you guys are currently actively involved in doing a lot of brand stuff this year, which I'm really excited for. So I developed. I have a new acronym.

[Nate Legos]

Oh, that's what DTC needs, by the way. I'm so glad someone's still inventing acronyms.

[Sarah Lavender]

I think I saw Dara post something that was, like, all these freaking acronyms, guys. Like, do we. We're gonna die from trying to remember all these acronyms. Anyways, it's not an acronym that D2C is going to use. It's just one that I'm gonna use, okay? Because all the products in tether have acronyms. Nlp, cim. This is my newest one. Are you ready? I'm ready, but, Scotty, you crack me up.

[Nate Legos]

He's putting all kinds of atb, which is atra. I like bac, which is blood alcohol content, by the way.

[Sarah Lavender]

Right? This. Kids don't drink and Drive Safe. Responsible Drinking. That also looks. I don't have a little.

[Nate Legos]

Little canned Jack and Coke.

[Sarah Lavender]

Is this weird? I have this on my desk.

[Nate Legos]

Canada.

[Sarah Lavender]

Yeah, that's. I brought my husband a Canada cup because he likes hockey and he's got a lot of. Okay, back to what we're trying to talk about.

[Nate Legos]

What's your acronym?

[Sarah Lavender]

So hard to get into this. All right. Bpe. It's my new newest product that is in development.

[Nate Legos]

Bpe. Let me guess.

[Sarah Lavender]

Okay, yeah, I guess.

[Nate Legos]

Brand Persona Experience. Whoa.

[Sarah Lavender]

You were really close. How did you know that?

[Nate Legos]

Brand Persona Emotion.

[Sarah Lavender]

No, very close, though. Very close.

[Nate Legos]

What is it?

[Sarah Lavender]

Brand Personality Engine.

[Nate Legos]

I finally did Good on a quiz.

[Sarah Lavender]

Yeah, you did really good. That was not even a quiz. We just made it up. We just made it into one.

[Nate Legos]

Brand personality Engine.

[Sarah Lavender]

Engine. I have this new older and wiser 100 Scotty. He is 29, has done a lot.

[Nate Legos]

Yeah, I'm crushing quizzes. One week in, I'm getting drunk on podcasts. Woo.

[Sarah Lavender]

We're here to win it. Okay. Brand personality engine. This is something I ran for this specific brand because there was a couple things I've noticed in the industry that no brand has, but we're struggling to figure out. Very few brands have a personality like Red Bull, like Coca Cola, like Liquid Death. Right. Those brands seem to be kind of outliers. Everyone else seems to be competing on direct response growth. Like, we just. We get hot, hard at it and all we know how to do is grow. So I of course, went to chat because that's how I do things nowadays. And I was like, chat, if you had to develop a personality for a brand, meaning I want you to try and describe what a brand does from a, like, vibe standpoint, how would we figure that out? And of course, chat is freaking smart. And so I sat there and talked to chat for like a good 15 minutes until we came up with the brand personality engine. So we're going to run the bpe. I have to put tether. Bpe. This is the. This is the amazing part is chat was like, we need to differentiate this, so let's put tether in front of it. We'll make it branded. I was like, thank you, Chat.

[Nate Legos]

Looking out for you clearly don't know how to promote your business.

[Sarah Lavender]

I don't.

[Nate Legos]

As evidenced by that train wreck of an ad read at the top of this episode.

[Sarah Lavender]

Ooh, by the way, I just looked at your website celebrating a hundred years right on that, like, big banner right on the front.

[Nate Legos]

100 year concept is on like 4 LPs right now.

[Sarah Lavender]

This is okay. And we again, eventually we're going to do a whole episode on how original grain is psychology based. This was from like five, six episodes ago where we talked about this, like, concept of putting in. What did we call it?

[Nate Legos]

I can't even, like, how to add history and add heritage to, like, what we're doing currently. And because we have a product that takes wood which grows for 100 years before you can do anything with it, like using that as our kind of heritage angle.

[Sarah Lavender]

Yeah. I need to go back to the exact episode, though, because it was on a psychology hack tactic.

[Nate Legos]

It was the one about showing, like, the cost of your product. And we talked about, like, you can show the hard material costs or you can show the labor cost, the time costs, the development costs that go into it. Yeah, that was a.

[Sarah Lavender]

Okay, that's.

[Nate Legos]

All right. The bpe.

[Sarah Lavender]

All right, bpe. The BPE is a new entity at Tether, and it is built specifically to. I. Thank you. I don't really want to screech here anyways, because then I have to describe what's on. It's okay. We don't need to, though, because I'll just tell you what's on it. So BP is built to pull out market gap analysis, specifically what is in your market currently from your consumers, your competitors. And then it's going to tell us where the holes are. Where are the holes? The biggest ones that you can fill inside your market. Second, on that, we are going to identify some sort of an enemy. Identify something that the consumers are against currently. Like, they don't like it.

[Nate Legos]

I hope it's Apple watches.

[Sarah Lavender]

You're going to be fascinated by what it is. I can't wait to tell you. Okay. Third, it will identify a messaging mechanism. So how can you say this at scale? What's the actual vehicle that your message drives in? My vehicle currently, which I haven't told you about, came out of the bpe. I made a dinosaur. Do you want to see it?

[Nate Legos]

I do want to see it.

[Sarah Lavender]

Okay.

[Nate Legos]

You've always had the dinosaur in your Twitter name. That's like a big part of who you are.

[Sarah Lavender]

People have asked me where that dinosaur came from, so you're gonna hear it here on the podcast.

[Nate Legos]

Dinosaurs are fake, by the way.

[Sarah Lavender]

God.

[Nate Legos]

Satanic propaganda that dinosaurs existed looking along.

[Sarah Lavender]

With the moon lander as well. Anyways, all right. Onward forward. Okay. Present. This is really interesting because this came from a large study that was done that talks about the fact that brands that. How do I explain this? Brands that have icons or mascots tend to grow way faster than brands that don't.

[Nate Legos]

Oh, I saw you post about this with the Gecko.

[Sarah Lavender]

Yes, the Geico Gecko. So Geico did it. The man. Your man could smell like Old Spice did it. What is the name of it? Oh, my gosh. The most intelligent man in the world.

[Nate Legos]

Most Equis.

[Sarah Lavender]

Those Equis does. Equis did it. There's lots of brands that are doing this where they're either personifying their message or they gravitate onto a mascot. I've chosen a mascot specifically for Tether Insights. I know you can't see if you're listening to the podcast. But this is Dex. He is a little red dinosaur with little red spectacles. He's in like a little lab coat. He's got a clipboard.

[Nate Legos]

Looks like a huge door.

[Sarah Lavender]

Adorable. Yeah.

[Nate Legos]

Makes sense for you.

[Sarah Lavender]

It's a giant dork. And I love. Okay. He is also snarky and pissy. He's British and he is going to be way meaner than Sarah.

[Nate Legos]

Did you just create a mascot so you could be mean to people through it?

[Sarah Lavender]

Yes. 100%. Yeah, I agree.

[Nate Legos]

Disassociate. That's nice.

[Sarah Lavender]

Just disassociate. No. Yes. But also the reason I did this is because he is going to become the Duolingo bird for tether. Right.

[Nate Legos]

Great.

[Sarah Lavender]

So the Duolingo bird has its own following and he is mischievous as hell. I don't go follow the Duolingo bird if you guys have not and study what's happening in Duolingo because they have created an entire following for this weird bird that does the weirdest things to do. What we're going to identify for original brain out of the bpe. So the BPE suggested we create some sort of an entity to fight against the enemy that we are creating. Right.

[Nate Legos]

Okay.

[Sarah Lavender]

Now, I did a BPE for mine. It has obviously very different output than yours did.

[Nate Legos]

But is the enemy sobriety?

[Sarah Lavender]

Maybe it should be. No more sobriety for us. We're gonna wear that whiskey on our wrists. Yeah, that would be amazing. No. Okay. We're gonna identify a mechanism for you guys, though. It does not have to be a mascot, I will say. But it'll identify a way for you to get your message into people's brains, basically. Okay, I think last on here is going to be execution on this. Like, how do you scale. What's the tactics that you need to put in place after you have all this so you guys can actually put it into what you're currently building. Do you want to run through the bp?

[Nate Legos]

Let's run through it.

[Sarah Lavender]

Let's do it. So, market gap analysis. So this is from Chat. Don't get mad at me. Don't.

[Nate Legos]

Yikes.

[Sarah Lavender]

First thing, what does the brand claim to do? Is the very first thing I had Chat do. Go and tell me what you think the brand claims to do based upon what their homepage looks like. So it did an analysis and it says you position yourself as a premium handcrafted watch brand that blends wood and steel materials for a unique nature inspired aesthetic. Would you say that's accurate?

[Nate Legos]

That's close. It's not bad.

[Sarah Lavender]

All right. Says Their messaging emphasizes craftsmanship, sustainability, and storytelling. Very nice. Through material sourced from whiskey barrels, military surplus, and exotic woods. I think it's a good, accurate, like, just like, pretty good. Now, what's missing in your category? According to the bpe, the first thing is a true emotional identity. Thank you. This is going to be biased because Sarah built it.

[Nate Legos]

Well, sorry we don't have our Father's Day campaign up yet again.

[Sarah Lavender]

To. To your credit, this is not talking about what's missing from you. This is missing from your industry.

[Nate Legos]

Okay, got it. So, yeah, that's probably why we're growing faster than any other watch company.

[Sarah Lavender]

The. The industry focus heavily on materials and exclusivity. But most brands lack a strong aspirational narrative. Right. That connects deeply with customer identity. A compelling why beyond the craftsmanship. Right. Most brands that are in the sustainable and craftsmanship space sounds like they're all table stakes is what it says. Oh, that's sad. Yeah, I'm with it like a dime a dozen. Oh, okay. What's the emotional hook, though, that makes someone need this over a Seiko, I think is how you pronounce it.

[Nate Legos]

Yeah.

[Sarah Lavender]

Citizen. Or an Apple watch. So true emotional identity is missing. A compelling why beyond craftsmanship is missing from your industry. And then some sort of cultural stance. This is something you guys are actually doing really well because you're focusing in on things exterior to the brand. Country music, like whiskey, Right?

[Nate Legos]

Yep.

[Sarah Lavender]

You guys have things that are outside the brand. That's actually doing really well for you. So opportunities for differentiation according to the bpe, elevate your identity. Driven storytelling. Right. So not just the watch, but wearing what it says about the person. I feel like you guys do really well with this. So that's a good thing. Create a stronger brand enemy. Who is the watch not for. So this is what we're going to go into next. And then own a specific psychographic. That's something I think that you guys don't do.

[Nate Legos]

Okay.

[Sarah Lavender]

You don't own a word in the space yet. Yet. I will caveat. Own a word in your space now. Great example of this. For me, for Sarah, I owned the word psychology just because I said it too much.

[Nate Legos]

Said it a lot.

[Sarah Lavender]

It wasn't because I was trying to. It was just because I liked it.

[Nate Legos]

Now there's 30 girls who look like you who are trying to do it.

[Sarah Lavender]

Yes, I have seen that too. That it's like becoming a big thing and everybody's trying to say it. Lucky for me, I said it first. So it's very hard for Someone to compete with me now. Because if somebody hears I'm the psychographic blah, blah blah, they're gonna say, well, that doesn't make any sense because Sarah is. You can't be that because that's what Sarah is. Right?

[Nate Legos]

Yeah.

[Sarah Lavender]

So I want to create that for you guys where you own a word in the space.

[Nate Legos]

Half of them are also tick tock ads experts six months ago.

[Sarah Lavender]

So they so were. Which again, no, no shame, no heat on you guys like doing. I'm throwing shame to come up in the space. But better thing you could do. Don't try and copy me. Like, Sarah's just doing whatever we. I've built a dinosaur this week. Like, please don't do what Sarah's doing because I'm weird and I test weird shit. Go be yourself and do what you do. But own a word in the space. That's so incredibly important. So second tactic on here from bpe is a brand enemy. Do you guys know who your enemy is?

[Nate Legos]

I know who our guys aren't. We have, we've done some, some messaging.

[Sarah Lavender]

In like one to two sentences.

[Nate Legos]

So that's what's always been hard because I, I have a clear vision of who all our watches are not for. Yeah, I've had a hard time articulating it without sounding like an asshole.

[Sarah Lavender]

Oh, interesting.

[Nate Legos]

Because like our guys don't want to impress people. They don't want to stand out in a crowd. They want to stand a thousand miles away from a crowd.

[Sarah Lavender]

They want to be individuals.

[Nate Legos]

Individuals, front porch sitting kind of. Guys don't want people at the club to look at their flashy watch. They just want to wear something that kind of like represents a piece of them.

[Sarah Lavender]

Yes.

[Nate Legos]

I've had a hard time condensing that into ad copy and imagery.

[Sarah Lavender]

Okay.

[Nate Legos]

Because it's like, well, without saying Rolex guys and like maybe don't. At clubs in a button down shirt.

[Sarah Lavender]

Maybe don't say it.

[Nate Legos]

Yeah.

[Sarah Lavender]

Like, oh my God.

[Nate Legos]

Like I know who they're not. I haven't done a good job of working that into our message.

[Sarah Lavender]

Yeah, yeah. To producer Scotty's point, you are a lover, not a fighter. I understand that we're trying really hard not to like piss people off, but this might actually help for you to create an enemy. I think it will be super helpful to create an enemy. So you can say, we're not about this. Right? We're not about this. Instead of saying like those guys, right. We're just gonna say this is not who we are. And that's fine. Like Whatever. So according to the bpe, your current position versus potential enemy. Again, don't shoot the messenger. This is coming straight out of chat right now. It says original grain markets against mass produced soulless watches, which I would agree. Yeah, you guys are not. Soulless I think is a really interesting word that I would write down somewhere and be like we got to test this soulless kind of a word. But that's generic is what the BP says.

[Nate Legos]

Yeah.

[Sarah Lavender]

Many brands use handmade and crafted as a differentiator, which I agree with, especially in your space. Handcrafted is everywhere even for brands like all the way up to Breitling and like.

[Nate Legos]

Yeah, it's like we do say handcrafted a lot and it's kind of.

[Sarah Lavender]

Yeah, yep, it's. It's rinse and repeat messaging which I'm trying to get everybody away from this year. Stop rinsing your message like get a better one. A stronger brand enemy could be tech driven disposability positioning. OG is a rejection of fast fashion and specifically soulless digital first timepieces. So you could go against smartwatch culture. I don't think that that's who you're against though. So that's their first suggestion is going against like the tech based stuff. The other potential enemy is just this disposable things that just don't have a soul. Right. So the world wants you to upgrade every year. Toss out the old trade inheritage for software updates. Right. We're here to stop that cycle. Og. OG can lean into timelessness, permanence and legacy. Permanence in particular is an interesting word here. This one would make it more appealing to heritage driven customers. Men who value things built to last. I love this soulless idea. Yeah, everyone else doesn't have a soul but we do because the trees that we are built from are hundreds of years old. Like you can connect all the different messages that you're currently seeing are working to this idea of we are against the soulless mass produced brands. We have a soul and a heritage. Specifically. I love this term. Permanence is like really interesting. You're something that is, do you know that?

[Nate Legos]

Something that's a part of our hundred year copy that kind of plays it into this. We talk about like giving a second life or giving a new life to these materials to preserve them throughout time. And I think that's the other side of that coin. Like well if we're against those soulless fast fashion brands and we have to be for making something. Yeah, it has history before we made it and will Be preserved in history for long after we make it.

[Sarah Lavender]

This also, I think, will integrate really well with your consumer, because these are the type of guys that actually are very conscious of their souls, right?

[Nate Legos]

Yeah.

[Sarah Lavender]

Not just because they're religious. Some of them are. Some of them aren't. But a lot of them are really focused on that piece of themselves that. I have something deeper inside me that causes me to do X, Y, Z. Right. Like, I'm a different breed of human because I'm very conscious of the spiritual side of myself. I think this. This, like, we're against soulless watches is gonna be really interesting to test, to see, and that will also help you describe what we're struggling to describe, which is, like, we're not. This.

[Nate Legos]

We're.

[Sarah Lavender]

We're.

[Nate Legos]

Well, and it's like. It's a more refined way of being, like, yeah, douchebags.

[Sarah Lavender]

Yeah. Instead of saying, like, the man, like, maybe we just say, you don't want a soulless watch.

[Nate Legos]

Yeah. Yeah. A hard stance against soulless.

[Sarah Lavender]

So interesting. All right. Okay. Okay. So that was. This is working really well. Like, I'm so glad that this worked, by the way.

[Nate Legos]

Invoice us for this. I guess this is just a consulting session here, so. Thanks.

[Sarah Lavender]

Every single episode is a consulting session.

[Nate Legos]

I'm just kidding, by the way. Don't invoice us. Thanks.

[Sarah Lavender]

Well, that's okay. If anybody wants access to the bpe, let me know, because I find this stuff so fascinating.

[Nate Legos]

It's really cool. I want to do one for Nate Legos after this, by the way.

[Sarah Lavender]

Okay. We could totally do one for you. It'd be. Oh, it'd be really interesting to see what it says about Sarah Lavender, because. I don't want to know. I don't want to know. Okay. All right. So we. We identified a pretty deep gap, right? Craftsmanship, Handmade. It's everywhere. We just need to move away from that and elevate you guys with a stronger brand Enemy. And owning a psychographic word, which we'll talk about, your brand enemy might be this soulless brand. We are not soulless. Everybody else is, though. Like, they've been around for so long, they forgot who they were. We never will. That's going to be. Oh, that gives me goosebumps. Okay. Brand enemy. Write that down. Write that down. Write that down.

[Nate Legos]

I'm taking notes. We're good.

[Sarah Lavender]

Number three. It's recorded. Like, this is a podcast.

[Nate Legos]

I'm also tick. Yeah. You know I don't listen to podcasts.

[Sarah Lavender]

I know. You really don't. It's so sad, because Scotty puts so much effort into. It's so Wonderful. Okay, number three, we are already, oh, 26 minutes in. Here we go. Messaging mechanism. How can you say this at scale? So your current messaging is like handcrafted timepieces, sustainably sourced reclaimed wood, lots of, like, forwardness to the product itself. A more ownable messaging strategy. So this is where we're going to start to own a word, Right? But you could position your watches as heirlooms, right? This is not just a watch. It's a chapter in your story. Heirlooms. This is one piece of the entire book that is you as a person. Or is your husband as a person, because you have two different audiences. We've talked about this, but you could also do something. Oh, and I love this suggestion from the bp. You could declare war on disposable consumerism. You could now actually integrate a fight into what you have, which I again, wasteful watches. Yes, yes.

[Nate Legos]

A little alliteration there. A war on wasteful watches.

[Sarah Lavender]

You're good at copy, aren't you? Doing a copy.

[Nate Legos]

Like, doing a copy giveaway. By the way, it's been on top of my Twitter. If you want the copy for your brand, doing a few of them.

[Sarah Lavender]

Shameless plug, by the way.

[Nate Legos]

That is all. Just so everyone knows that's legion for the copywriting camp that we're going to host at some point.

[Sarah Lavender]

So watch out for our copyrighting camp, because this, this is what we're going to do, is we're going to get you guys way better copy. Way better.

[Nate Legos]

The war on wasteful watches is sick.

[Sarah Lavender]

Yep. Yep. What happened to Things Built to Last is the copy that it asked me to use. What happened to Things Built to Last is a war on disposable consumerism for your audience. These guys who honestly have a storied history of family members who may have fought in wars, they already respond really well to war messaging. Like, ooh, this fight is in them already attaching your brand to an identity. Whoa. Okay. My brain was hurt.

[Nate Legos]

No, because, like, I think there's such powerful messaging and, like, being a part of some resistance. Insert the legacy media for the last 15 years. Like, that's all what they're trying to do is trying to get their fans to feel like we're being oppressed, victimized, so then we can be a part of the resistance, because people love that. But going back a second to what you were saying about, like, that it's built for, like, crafting their own legacy, right?

[Sarah Lavender]

Yeah.

[Nate Legos]

Do you know what our full Like, Evergreen brand copy is.

[Sarah Lavender]

No, I don't think.

[Nate Legos]

The one that I just told you a month ago, I was like, this is the best thing ever. So let me recite it for you, if that's okay, because I think we're touching on a lot of these accidentally.

[Sarah Lavender]

Oh, dang. Okay.

[Nate Legos]

It's 73 words. I think I remember all of them. Every watch company says their watches are built for life. But at Original Grain, we take that a step further. Our watches are built for living. They're built for late night conversations over a bottle of whiskey. They're built for every breath of fresh air you take while exploring the great outdoors. They're built for adventuring, for carving your own path, and for building yourself a life worth remembering. Or upgrade your watch collection today because you deserve a watch as. As rugged and storied as you are, ladies and gentlemen.

[Sarah Lavender]

Dear God.

[Nate Legos]

Sir, that's. I care. I care about my job too much. But that's the copy that's been on, like, our main LP for a year, and it's crushed and crushed and crushed and crushed. And, like, that's what I tried to do. It's like, try to make it about. Like, this is for you to go build your legacy on. This isn't about us. It isn't even really about the materials. The materials play into the legacy you're building. But, like, this is about you building yourself a life.

[Sarah Lavender]

No wonder you. How much are you guys growing? Give me a percentage. No.

[Nate Legos]

104 this year.

[Sarah Lavender]

100 something there. It is not shocking that you guys are growing.

[Nate Legos]

Good copy, right?

[Sarah Lavender]

Yes.

[Nate Legos]

Enter the giveaway.

[Sarah Lavender]

Get some. Get some. Yes. 100. Also, I commend you on being able to remember all that. That's. You are steeped, man, just in the tea of the brand.

[Nate Legos]

I'm in it.

[Sarah Lavender]

This is a cool episode, though. I really love this. We're just testing Sarah's in real life, by the way.

[Nate Legos]

This is like. This is one of those things where I like to interrupt and get tactical and practical because this stuff, like, sounds like, theoretical and sounds very lofty, and it sounds like we're not talking about performance marketing right now. Yeah, but we are. But we are.

[Sarah Lavender]

Like, this is performance marketing.

[Nate Legos]

Yeah. And like, you attributing our growth to that has more to do with what we're doing than our Facebook ad tactics. Has more to do than, like, even our product strategy. Right.

[Sarah Lavender]

Yeah, I would agree.

[Nate Legos]

Yeah. Because our product strategy is being developed into this identity and into this message rather than the other way around.

[Sarah Lavender]

Yes. Well, and all this comes down to how do you execute? Right. Everybody wants to become the next disruptive brand. This is how you actually do it. Like, Nate was doing it, but he didn't know he was doing it. And he has just a few tweaks. Like, you're so close. We need one thing to pull it all together. You guys have soul. That's what you have. You guys sell soul. Okay, I need to calm down. I get so excited. I can't handle. Okay, there's more that we could go in on the messaging strategy, but we'll save that for a different episode. The last piece on here is execution. So according to the bp, how do you scale this? Right? So this is fascinating. Interesting. I agree. Cool. Sarah. Nate. Like, how the hell am I supposed to put this into my brand? This is how, according to what Chat is giving me brand strategy tweaks. So content. Create origin stories for every material. So build some lore. I love lore. It's in every single really, really well tailored brand, including but not limited to Game of Thrones, Stranger Things, right. Lord of the Rings. Every single brand that you've ever gotten so sucked into that you still rewatch it over and over and over again, even as an adult Pokemon. Like, they all have lore. Every piece of the business has a backstory, and the backstory matters. And, I mean, these brands get deep into it. They develop these crazy tornadoes of stories that just go deeper and deeper and deeper, deeper. Create some more. Second to this feature. Real wearers, right? So who's wearing it and what does it represent for him? You're already doing this because you guys just went to the grand old Opry and had, like, a big, big deal shoot and gave out some really cool products to some very key people who wore it who, like, chose to wear it for themselves. You didn't say put this on. No, they actually took off watches to put on yours. Like it. Fascinating stuff. So you're doing a great job there. And then video content. Show the hands behind the craft. Specifically the hands. Don't show the actual craft. What are the hands look like? Because the hand of a blue collar worker looks very different than somebody who's on a computer all day. Right. Show the hands. It'd be fascinating if you could just do a hands series. Here's the guy that cut the wood. Here's the guy that actually drove the wood to somewhere else.

[Nate Legos]

Yeah.

[Sarah Lavender]

Here's the hands of the guy who built it. Right.

[Nate Legos]

You know, we did this. Not at OG I used to work for a baseball bat company, Shout Out, Anchor we did photos of guys hands wearing batting gloves, but they're all ripped up and they're all like torn because they using them a ton. And like that's the kind of guys we wanted to make bats for. Was like guys that are grinders, work out all the time, are always in the cages. Yeah, yeah. I like the hands angle for us. Makes the most sense in the world to shoot watches on.

[Sarah Lavender]

Hands, hands, hands. Okay. There's tons more in here, but we're running super low on time. So final BP summary for you guys. Your biggest market gap is nobody has any sort of emotion. There's no story behind what they're doing. We're too focused on materials. Even the big brands are doing this. Your brand enemy is going to be a fight against soulless brands. Somebody who doesn't have that timelessness and legacy. Your messaging mechanism is specifically going to go after. This is a chapter in your story. Right. Like we're going to go hard on this. Really. Just the ideas of everything that you just did. Legacy and building something that's built to last and then execution wise, more content around who wears it, who builds it, who, who, who, who? Like the person. Not the watch, but the people. Just bring in the people. What do you think of this?

[Nate Legos]

I love this. I'm going to write copy for winning the war on wasteful watches right now. It's going to be no end. I think something like this because like we were. We've been on the right track on a lot of this stuff.

[Sarah Lavender]

Yeah.

[Nate Legos]

But I think like, where I had just gotten to a place of like, I'm confident in it. It's done. I think this is cool to be ignored. This can be refined further and this can hit people a little bit closer to home than it's already hitting them. And I think we're going to find a lot of magic in that. Like last 10% of refining it.

[Sarah Lavender]

Yes. Instead of selling watches, sell the idea of permanence in a throwaway world. Oh, okay. God. Where can people find you, Nate?

[Nate Legos]

We need to end at Legos on Twitter if you want to win free copy, pin tweet, tactical and practical podcast. That's it.

[Sarah Lavender]

It's gonna be great. If you want to follow anything that Sarah does that's weird, including learn more about my red dinosaur that I created and why we're doing it, how I'm gonna build it into the duolingo bird, or if you want to run a bpe, come over and chat with me at Sarah Levenger. Everywhere you consume content or please go check out tetherinsights IO. This is basically the home for everything that I'm doing on the consumer insights side. That's heatherinsights IO. Yeah, this was a good episode.

[Nate Legos]

It was great.

[Sarah Lavender]

Glad to have you back.

[Nate Legos]

Good to be back.

[Sarah Lavender]

Brain Driven Brands is part of the Learn and Laugh series on the Quick Fire Podcast network and is presented by Tether Insights. For more information, go to tetherinsights IO.