For founders who've built something real but can't figure out why their brand isn't connecting
The complete strategic framework for building brands that create preference, command premium pricing, and actually drive revenue—without wasting $30K on pretty logos that change nothing.
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200+ Pages of Strategic Frameworks
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Sarah Chen
Founder
Your website looks thrown together compared to competitors
You're losing deals to companies with worse products but better brands
Your marketing has to work twice as hard because your brand creates no preference
You can't justify premium pricing because your brand doesn't signal premium value
Hired a designer who delivered a pretty logo but no strategy
DIY'd it with Canva templates that look generic
Copied competitors hoping to look "professional"
Spent $50K on a rebrand that changed nothing
Competing on price because you have no brand differentiation
Long sales cycles because prospects can't tell you apart
Pricing power increases because your brand creates preference beyond features
Customer acquisition costs drop because your positioning makes you findable
The brands you remember didn't win by having pretty logos. They won by understanding something most founders miss:
Your customers aren't buying your product. They're buying the transformation it creates.
And when your brand speaks to that transformation—when it promises a specific change for a specific customer—everything gets easier:
Marketing converts higher because your brand pre-sells value
Sales cycles shorten because prospects arrive understanding why you're different
Pricing power increases because your brand creates preference beyond features
Customer acquisition costs drop because your positioning makes you findable
This book shows you exactly how to build that brand—with strategic frameworks you can apply immediately, whether you're building from scratch or fixing what's broken.
Stop Selling The Product is the complete strategic branding framework for founders who understand that design without strategy is just expensive decoration.
206 pages. 10 comprehensive chapters. Zero fluff.
Every chapter includes actionable frameworks, real case studies, and checkpoint exercises so you're implementing—not just reading.
Stop treating brand as decoration. Learn the three levels of brand impact and how each drives specific business metrics—from recognition to preference to advocacy.
Beyond demographics: The Jobs-to-be-Done framework that reveals what customers actually hire your product to do (and how to speak directly to that transformation).
The white space exercise and positioning triangle for claiming territory competitors can't touch—even in "saturated" markets.
The 5 strategic pillars (purpose, positioning, values, personality, promise) that guide every brand decision you'll ever make.
The messaging hierarchy from strategic positioning to tactical copy—plus the homepage test that reveals whether your messaging actually works.
How to translate strategy into visual language. Learn what colors, typography, and visual elements actually communicate—and how to choose them strategically, not aesthetically.
The touchpoint mapping exercise and consistency framework for ensuring every customer interaction reinforces your brand instead of diluting it.
How to identify strategic designers from decorators before you waste $30K. The questions that reveal strategic thinking, red flags to avoid, and how to maximize your investment.
Forget "brand awareness." Learn the 5 ways brand should impact business (acquisition, conversion, pricing, loyalty, growth) and how to prove ROI with numbers that matter.
The core vs. expression framework for managing brand through growth stages—evolving to stay relevant without losing what made you distinctive.
Brand decisions feel subjective and arbitrary
Can't tell strategic designers from decorators
Competing on price because no differentiation
Unsure if brand investment has ROI
Marketing works harder than it should
Every touchpoint feels inconsistent
Make brand decisions rooted in strategy
Identify strategic thinking in 5 minutes
Command premium pricing through positioning
Track metrics that prove brand impact
Marketing converts higher with less spend
Consistent brand across all touchpoints
Marcus Williams
Founder & CEO
Sarah Chen
Founder
David Park
Ceo
Thomas Leonard Cathey is a brand strategist and designer who's worked with dozens of DTC and tech founders to build brands that drive measurable business results.
Unlike most branding books written by theorists, this framework comes from real client work—helping founders go from generic to category-defining, from competing on price to commanding premium positioning, from inconsistent touchpoints to cohesive brand systems.
This is the book Thomas wishes existed when he started working with founders who'd been burned by decorative designers—the strategic framework that connects brand to revenue, not just aesthetics to preference.
Read the entire book. Apply the frameworks to your business. If you don't feel significantly more confident about brand strategy—if you can't make better brand decisions, spot strategic designers, or connect brand to business metrics—email me within 30 days.
I'll refund every penny. No questions asked. No hoops to jump through.
You either find this valuable or you get your money back. That's the deal.
200+ Page comprehensive guide on understanding branding and how to implement it into your business
This guild will help you build a powerful brand using AI to create clear messaging, emotional connection, and long-term business growth. It offers prompts that guide you through every step of brand strategy, from finding your mission and values to crafting a brand voice, building visual identity, and staying consistent across all platforms.
One hour with a brand strategist: $300-500
Full strategic brand engagement: $15,000-50,000
This complete framework & guide book: $35
Both. The strategic frameworks apply to any brand building emotional connection with customers—whether you're selling SaaS, physical products, or services. The principles of positioning, messaging, and strategic identity are universal.
No. This isn't a design tutorial—it's a strategic framework for understanding what makes branding effective. You'll learn how to guide brand strategy whether you're doing it yourself or hiring designers.
Even better. This book helps you evaluate whether your current brand is strategic or decorative—and gives you the framework to fix what's broken without starting over.
Most founders read it in 2-3 sittings (about 4-6 hours total). But the real value comes from applying the frameworks to your business, which is ongoing work.
PDF. 206 pages. Works on any device. You can print it if you prefer physical copies.
This is a single-user license. If you want to share with your team, please purchase additional copies. Team discounts available for 5+ copies.
Email me within 30 days for a full refund. No questions asked. You have zero risk.
Immediately after purchase. Check your email for the download link (check spam if you don't see it).
There's no middle ground. Every day you wait, you're:
Losing deals to competitors with worse products but better brands
Competing on price because your brand creates no preference
Wasting marketing dollars because your brand doesn't pre-sell value
Missing revenue opportunities because customers can't articulate why you're different
Or you could learn the strategic framework that category leaders use to build brands that create preference, command premium pricing, and drive measurable business results.
For $35.
Your call.
