Brand Chops Podcast
Brand Chops is a podcast for small businesses to learn how to build their brands and stop wasting money on marketing without a strategy. We give focused and bite sized examples of how branding can build your business, improve sales, reduce risk, attract and retain top talent and better customers, making a lot of your business decisions easier.
Episodes
In this stylish episode of Brand Chops, we sit down with international image consultant and personal branding expert Shelley Golden to explore how your appearance shapes your brand—whether you're on stage, on Zoom, or in the boardroom. Shelley shares her how to use clothing to reflect confidence and authority, and why your background (yes, your actual Zoom background) might be sabotaging your credibility. We also dig into the diffe...
The Everyman brand isn’t flashy—and that’s the point. In this episode of Brand Chops, Zack Lemear and Chris Duhaime explore the approachable, dependable power of the Everyman archetype. Learn how small businesses can tap into authenticity, community, and trust to build a brand that feels like “home.” You’ll walk away with tangible tips for using warm language, relatable visuals, and grounded messaging to connect with customers who ...
People don’t refer logos—they refer people. In this episode of Brand Chops, Zack and Chris break down how to build a personal brand that turns your networking group into your sales team. From refining your 60-second pitch to avoiding brand confusion (yes, your LinkedIn photo matters), we walk through the do’s and don’ts of brand-aligned networking. Whether you’re showing up to BNI, a chamber mixer, or a Zoom call, this is your chea...
Ever wonder why some brands don’t just sell—they transform? In this episode of Brand Chops, Zack Lemear and Chris Duhaime dissect the Magician archetype: the master of transformation, vision, and storytelling. You’ll learn how brands like Disney, Apple, and Tesla cast a spell on their customers by creating awe-filled, immersive experiences. Whether you’re a coach, tech innovator, wellness brand, or creative entrepreneur, this episo...
Your business name is your first impression—don’t waste it. In this episode of Brand Chops, Zack Lemear dives into the deceptively simple but often painful process of naming your business. Based on the book Hello, My Name is Awesome by Alexandra Watkins, this episode breaks down the exact steps to brainstorm, filter, and validate brand-worthy names that stick. You’ll learn the SMART process, the SMILE and SCRATCH tests, how to avoi...
Ready to flip the table on “same-old” marketing? In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime rip into the Rebel archetype—the outlaws of branding who turn loyal customers into die-hard fans. You’ll learn:
- Why true rebels are more mission-driven than shock-driven
- The psychographics that make “rule-breakers” pull out their wallets
- Read more
Ready to swap “good enough” for greatness? In this power-packed Brand Chops dive, hosts Zack Lemear and Chris Duhaime break down the Hero archetype—the branding playbook built on courage, grit, and unstoppable momentum. Using Nike’s legendary Just Do It as the gold standard, they show why winning brands don’t sell products; they sell the promise of conquering personal limits. You’ll learn:
- What dri...
Certified Financial Planner Dan Cohen left big-bank bureaucracy to build a boutique firm with a single mission: manage wealth and relationships that last generations. In this episode, Dan unpacks how original thought-leadership content, community service, and an iron-clad fiduciary mindset helped Cohen Investment Advisors break through one of the most overcrowded markets on earth—financial advising.
We dig into: • Turning newspape...
In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the Sage brand archetype, which emphasizes wisdom, expertise, and knowledge. They discuss how businesses can effectively embody this archetype to attract the right customers, the common pitfalls to avoid, and strategies for positioning oneself as a trusted expert in the field. The conversation highlights the importance of clear messaging, high-value content, a...
SEO veteran BJ Bergey joins hosts Chris Duhaime and Zack Lemear to prove that search engines and strong brands are inseparable. In 30 punch-packed minutes you’ll learn:
- Why message consistency super-charges Google’s ranking signals • How claiming & optimizing your Google Business Profile can outrank bigger competitors overnight • The “4.8-star” review paradox—and tips for responding to haters • A zero-budget backlink ...
In this episode of Brand Chops, hosts Chris Duhaime and Zack Lemear unpack the Explorer archetype—one of Carl Jung’s 12 brand archetypes—and why it matters for small business branding. If your ideal customer craves freedom, independence, and discovery, this is your blueprint. From psychographics to messaging and design tips, you’ll learn how to attract the adventure-seekers and wanderers of your market. Featuring real-world example...
How much is inconsistent messaging costing your business? In this episode, we dive into the critical (and often overlooked) topic of brand voice and tone with content strategist and SEO expert Alison Ver Halen. Together with Zack Lemear and Chris Duhaime, we break down how small businesses can clarify their identity, connect more deeply with the right customers, reduce friction in the sales process, and stop sounding like a differe...
Summary
In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime kick off a 12-part series on brand archetypes, starting with the Innocent archetype. They discuss the importance of identifying your brand's archetype to connect with your audience emotionally. The Innocent brand is characterized by safety, optimism, and honesty, appealing to consumers who value simplicity and transparency. The hosts provide practical tip...
In this episode of Brand Chops, Zack Lemear and Chris Duhaime dive deep into the polarizing world of politics and its undeniable impact on branding. From Trump’s iconic red hat to Ben & Jerry’s activist messaging, they explore real-world examples of how political alignment (or avoidance) can shape brand identity, attract or repel customers, and ultimately affect the bottom line. Whether you’re a small business owner navigating ...
Trust is everything in cannabis—and most brands aren’t earning it.
In this episode, Zack Lemear and Chris Duhaime discuss teh top ten do’s and don’ts of cannabis branding.
Tune in and learn how to:
- Define a strong, premium positioning
- Use education to become the go-to expert
- Avoid regulatory landmines
- Desi...
Most small businesses stop at demographics. 😬
The smart ones dig deeper.
In this episode, we show you how to tap into the 12 brand archetypes to connect with what your audience actually cares about — and why that changes everything.
🎙️ If you don’t know your brand’s archetype, you’re leaving trust, loyalty, and sales on the table. In this episode, we break down Carl Jung’s 12 archetypes — and how smart brands use them to do...
How do you turn one funny ad into triple the engagement and a spot on a podcast? Honest Brothers Painting shares the creative risk that made their brand unforgettable — and why leaning into who you are is the real secret to growth.
In this episode of Brand Chops, Zack Lemear sits down with Shawn P and Shawn R Kelleher of Honest Brothers Painting — the local NH company that blew up their engagement with some hilarious, creative risk...
Learn how to build effective personas that resonate with your target audience, the importance of understanding who your ideal clients are, and the necessity of market research. In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the significance of ideal client profiles and personas/avatars in marketing. The conversation also explores psychological archetypes and their role in crafting compelling messaging, as ...
Summary
Learn how small businesses can strategically position their brand to maximize valuation, identify potential red flags in branding during M&A, and the importance of aligning mission and vision.In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime discuss the critical role of branding in the merger and acquisition process with expert Laura Sauter. The conversation also covers the timing for brand strategy,...
Summary
Learn the importance of storytelling in branding, the need to understand and communicate effectively with the target audience, and the evolving landscape of marketing in the digital age. In this episode, Zack Lemear and Chris Duhaime engage with James Kwon, founder and CEO of Figments, to explore the intricacies of branding and marketing strategy. The conversation emphasizes the significance of putting the customer at the...
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