Limited Supply – S15 E3: How to Actually Think about Branding

Host: Nik Sharma
Guest: John Shear, Co-Founder & Chief Creative, Herman Shear
Date: January 21, 2026

Episode Overview

In this candid and in-depth episode, Nik Sharma is joined by John Shear to cut through the noise—and assorted “hot air”—surrounding the world of DTC (direct-to-consumer) branding. They discuss where branding’s true value lies, the dangers of inauthentic storytelling, how product businesses differ from true brands, strategic advice for both legacy and new brands, and practical guidance for founders on any budget. The tone is bold, honest, and filled with inside perspective from two industry veterans who pull no punches.

Key Discussion Points

1. The Changing Landscape of Branding ([05:10])

• Brand vs. Business: John and Nik explore why branding isn’t surface-level decoration but the foundation of a successful business.
• Market Evolution: Compared to the rapid-fire, venture-fueled launches of 2020-2022, today’s market rewards clear, differentiated brands even more, as funding for “let’s just try it” ventures has dried up.

Quote:
“Brand to me is synonymous with business strategy. When you have a sound business strategy up front—and brand strategy up front—to me, that sets the foundation of what you're building as a business.”
— John ([06:22])

2. When (and Why) to Invest in Branding ([03:05])

• Early-stage founders often split into two camps: those who invest in branding upfront, and those who treat it as an afterthought.
• Nik visualizes branding as a “1-degree change” at the start that produces massive results over time, even if those results aren’t immediately quantifiable.

Quote:
“It's not a short-term dopamine hit. And so I think a lot of people forego it.”
— Nik ([04:44])

3. Brand Positioning vs. Product Positioning ([07:26])

• Many startups struggle to bridge from a single successful product to a coherent brand narrative—especially as they extend product lines.
• The absence of clear brand strategy leads to marketing confusion and inconsistent growth.

Quote:
“You're going to grow a business that's worth something, but you'll likely lose sight of what you're building because you have no foundation. There's no blueprint to work from.”
— John ([07:53])

4. Legacy Brands versus Newcomers ([08:45], [10:46])

• Legacy brands (e.g., Home Depot) rely on consistency and clear positioning rather than trendy design or overly polished content.
• John notes that these companies don’t stretch into incoherent territory, which highlights the importance of staying true to the core brand.

Quote:
“Are you setting people up to buy your product, or are you setting people to buy into your brand so that no matter what you come out with, they're gonna buy it?”
— John ([12:19])

5. Building Consistency Across Touchpoints ([13:20], [14:04])

• Consistency is crucial for both established and new brands. But for new brands, it's important not just externally but internally, too—across employees, agencies, and stakeholders.
• John encourages asking both customers and internal teams how they perceive the brand, then using those insights as the clarity foundation for everything else.

Quote:
“Alignment is everything. Once you start having all those vectors shape up—here's what the consumer says about us, here's what we think—you can start to thread the needle and get ultimate clarity. To me, brand is synonymous with clarity.”
— John ([14:37])

6. What a Rebrand Really Means ([16:30])

• A rebrand is much deeper than a logo update; it’s about realigning messaging, positioning, and voice for maximum impact.

Quote:
“Anything beautiful or design-oriented on shitty messaging is lipstick on a pig.”
— John ([17:23])

7. Finding Your Messaging and Taglines ([18:53])

• Nik and John discuss the importance of testing multiple headlines, slogans, and brand lines—not fixating on a single tagline too early.
• Testing in-market, gathering data, and responding to what resonates is the key.

Quote:
“At least have conviction on the sentiment of what you're trying to say and try different ways in. Once something hums or something sticks... then go all in.”
— John ([20:03])

8. The Shift from Inclusivity to Provocation ([21:54])

• Nik observes that post-COVID, brands tried to be for “everyone,” but the trend is shifting: exclusivity, edge, and provocation are regaining power.
• “Friction makes fire.” Brands with strong points of view are more likely to forge passionate communities.

Quote:
“If somebody doesn't hate you, nobody's gonna love you... you need that polarity.”
— John ([23:19])

9. Dangers of Fake Founder Stories and Inauthentic Branding ([24:43])

• Many DTC brands concoct fake founding stories, only to fail when consumers see through the facade.
• If you don’t have an authentic founder story, create a compelling philosophy, but always turn your customer into the story's hero.

Quote:
“If you don't have a good founder story, then come up with a great philosophy and lean on that. But at the end of the day, make your customers the protagonist—it's their story.”
— John ([26:33])

10. Celebrity, Influencer, and Creator Partnerships ([28:58])

• The right celebrity or influencer can supercharge a brand—if the match is strategic and authentic.
• Example: Cardi B’s partnership with Bobby (baby formula) was provocative and polarizing—in a good way.

Quote:
“Have something that’s perhaps smaller but brighter and more intense to get people talking and excited about it, versus trying to get Steph Curry to endorse your window panes.”
— John ([31:40])

11. Common Agency and Branding Pitfalls ([32:31])

• Nik and John riff on the kinds of agency behaviors that hurt founders: jumping straight to deliverables (logo design) without strategic groundwork, over-promising on timelines, or confusing creative direction with brand foundation.
• Great agencies set expectations, allow time for proper feedback, and clarify the distinction between visual identity and actual content production.

Quote:
“Any creative output or deliverables that are not founded and provided with strategic foundation is lipstick on a pig.”
— John ([33:33])

Tactical Advice for Founders

For Bootstrapped Brands ([37:31])

• Invest in clarity before spending on visual identity or even a website. Know:
  • What am I building?
  • Who is this for?
  • How is it different?
• Avoid branding yourself by comparison (“the Uber for X”) or as simply “better” than incumbents—find your own narrative.
• Utilize conversations and early feedback as a real-time A/B test to hone your story and messaging.

Quote:
“Invest in clarity for yourself, for anybody else you bring on—what is my brand? Yes, I have this first product, but you don't want to hit a wall and not be able to grow into it.”
— John ([38:43])

Using Internal and Market Feedback ([14:04], [41:45])

• Regularly cross-examine perceptions: what do customers think, what do staff think, and what do you want your brand to be?
• Don’t let fundraising messaging “infect” the consumer proposition—VC pitch lines are often not consumer-friendly.

Building Brand with Limited Resources ([39:58])

• Focus on brand strategy first, then build visual identity and other assets.
• You don’t need a giant agency budget to start, but you do need alignment and a clear, refined message.

Notable Quotes & Moments

• On consistency:
  “Their photoshoots or their ads today probably look synonymous with their ads from ten years ago.”
  — Nik ([13:20])

• On avoiding being ‘for everyone’:
  “Nobody wants to be part of something that is for everybody… friction makes fire.”
  — John ([23:24])

• On agency selection:
  “You want to make sure your customers are actually working there. You don’t want some 22-year-olds in Brooklyn deciding everything when you’re selling to 45-year-old women in middle America.”
  — Nik ([45:47])

Timestamps for Key Segments

| Timestamp | Topic | |-----------|-----------------------------------------| | 03:05 | When branding first matters | | 05:10 | Market changes make branding crucial | | 07:26 | Brand versus product positioning | | 10:46 | Legacy brands and consistency | | 14:04 | Internal vs. external brand alignment | | 16:30 | What a rebrand really means | | 18:53 | Testing messaging/taglines | | 21:54 | From inclusivity to provocation | | 24:43 | The founder story trap | | 28:58 | Celebrity/creator partnerships | | 32:31 | Agency and branding pitfalls | | 37:31 | Branding advice for bootstrapped brands |

Closing Thoughts & Resources

• If you’re thinking about branding—whether launching new, rebranding, or scaling—clarity comes first: who are you, who do you serve, what do you uniquely offer?
• Consistency in vision, message, and internal alignment beats beautiful design alone.
• The best brands are built on authentic stories or philosophies, not forced narratives.
• For more, visit Hermanshear.com to see examples of strategic, deep-dive branding work, particularly for health/wellness and self-care brands.

Stay tuned for future webinars and guides on zero-budget branding, as Nik and John teased.

Summary by Limited Supply: Always direct, always tactical, never just hot air.