Zach’s Take: We’ve been having a lot of debates lately about our own brand identity. Are we Crux Local? Are we Mach Ten? You even yelled at me about it yesterday (okay, you didn't yell, but you were stern). It got me thinking about what a brand actually is. Most people think it’s the logo, the colors, or the name on the truck. It’s none of those things. A brand is simply the experience people have when they interact with you.

The Filet-O-Fish Memory 🐟

Michael tells a great story about his grandmother. Every Sunday after church, she would take him to McDonald’s, and she would always order a Filet-O-Fish. Back then, it came in a white wrapper with blue lettering, a full slice of cheese, and a ton of tartar sauce.

To this day, when Michael misses his grandmother, he craves a Filet-O-Fish. It’s not because it’s the best sandwich in the world (especially now with the half-slice of cheese—what are they doing?), but because the experience is tied to a memory and a feeling.

That is the power of a brand. It’s not the visual; it’s the emotional connection.

📺 Watch the Full Session

We break down why Ryan Reynolds is a branding genius and how a "broken sword" defines our mission. Watch it here:

The Seth Godin Test: Nike vs. Marriott 🏨

Seth Godin has the perfect framework for this. If Nike opened a hotel, you’d know exactly what it would look like and feel like—sleek, athletic, inspiring. But if Marriott started making shoes, you’d have no idea what to expect.

That’s because Nike has a brand experience; Marriott just has a service. As a local business, you need to ask yourself: Are you Nike, or are you just another hotel?

The "Broken Sword" Story ⚔️

Our brand at Crux Local is built around the story of Aragorn’s broken sword from Lord of the Rings. Why? Because as business owners, we are all broken in some way. Our businesses are broken. But when we do the right things—when we forge the right systems and serve the right people—we can be re-forged into something stronger.

That story increases the perception of value. It turns a marketing agency into a mission.

The Million-Dollar Math (Your Database) 💰

If you want to know the literal value of your brand, look at your database. Jay Abraham, the billion-dollar marketer, says it’s infinitely cheaper to retain an existing client than to acquire a new one.

A good rule of thumb is that every email address in your database is worth $1 per month if you nurture it properly.

• Want to make $83,000 a month (which is $1 million a year)? You need 83,000 people in your database.

• Is that a lot? Yes.

• Is it doable if you build a brand people love? Absolutely.

Final Takeaway: Be Intentional with Your Experience

You don’t have Nike’s budget, but you have something better: a direct line to your customers. How do you want them to feel when they interact with you? Do you want them to feel loved, valued, and heard?

Stop focusing on "direct expense marketing" (acquiring new customers) and start focusing on branding (loving on the ones you already have). They will become your raving fans and shout your name from the rooftops.

Ready to audit your brand?

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