Sep 1, 2026 · 22 min · 10 segments
Most professionals think branding starts with picking the right customer. Howie Chan says that’s the wrong question to ask. In this solo episode, Howie breaks down the positioning framework he uses…
This is where a lot of my clients get into trouble, where they feel like, Howie, I serve so many different types of customers.
Trigger first means you think about what's in their mind right before they stop what they're doing and they look for a solution and you are part of that solution.
So you have direct competitors, you have indirect competitors, and you have alternative competitors.
And last but not least, the most important part of this is The most important thing to understand about brand is brand is simply a memory.
So for example, if you had two t-shirts that are exactly the same, both the same color, the same thread count, but one has a Nike swoosh on it.
Which one would you choose and why? See, the Sushupte logo is something that helps you remember all the stories, all the beliefs, all the things that you know about that brand that helps you make a decision.
So how do we actually do this? What are the things that we need to consider when we think about brand? So for example, if you have a company that is totally unknown, but then over time you build this brand, this ability for people to kind of remember all the things that's associated with you, it gives people an expectation before they even experience you because they have sort of experienced that in their own mind before they made that choice.
This is where a lot of my clients get into trouble, where they feel like, Howie, I serve so many different types of customers.
Trigger first means you think about what's in their mind right before they stop what they're doing and they look for a solution and you are part of that solution.
So you have direct competitors, you have indirect competitors, and you have alternative competitors.
And last but not least, the most important part of this is The most important thing to understand about brand is brand is simply a memory.
So for example, if you had two t-shirts that are exactly the same, both the same color, the same thread count, but one has a Nike swoosh on it.
Which one would you choose and why? See, the Sushupte logo is something that helps you remember all the stories, all the beliefs, all the things that you know about that brand that helps you make a decision.
So how do we actually do this? What are the things that we need to consider when we think about brand? So for example, if you have a company that is totally unknown, but then over time you build this brand, this ability for people to kind of remember all the things that's associated with you, it gives people an expectation before they even experience you because they have sort of experienced that in their own mind before they made that choice.
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