How to Build a Brand That Actually Sticks

A few years ago, Kathy Guzmán Galloway was climbing the corporate ladder at PepsiCo, working on some of the biggest consumer brands in the world.

But something felt off.

She realized that many brands—even massive Fortune 500 companies—were failing to connect with their customers. They had great products, solid marketing teams, and deep pockets, yet they struggled to get their messaging right.

Why? Because they didn’t know what their brand actually stood for.

Fast forward to today, and Kathy is the CEO of The Clarity Wizard, where she helps brands nail their positioning, sharpen their messaging, and maximize revenue by speaking directly to the right audience.

And in this post, i’m breaking down her exact framework for crafting a clear, compelling brand that wins customers—and keeps them coming back.

If you’ve ever felt like your brand is all over the place, your messaging isn’t landing, or you’re struggling to differentiate yourself in a crowded market, this is for you.

Let’s get started.

Why Most Brands Get Positioning Wrong

One of the biggest mistakes brand owners make? Trying to say everything at once.

Your product has dozens of features. Your company has an amazing backstory. You’ve got endless testimonials, benefits, and differentiators you want to share.

But your customer? They don’t care about all of it—at least not at the same time.

Think about it:

When someone is shopping for shampoo on Amazon, they want to know if it works—not the founder’s life story.
When someone is buying a standing desk, they care about ergonomics and durability—not your corporate mission statement.

The key to great branding? Telling the right story at the right moment.

The Brand Fundamentals Framework

To build a brand that actually resonates, Kathy developed a system called The Brand Fundamentals Framework. It breaks branding down into five essential components:

1. Brand Purpose: Your “Why”

This is why your company exists beyond making money. It’s what gets you out of bed every morning.

🔹 Example: “We believe confidence starts with great skincare.”

2. Brand Mission: Your “What”

Your mission is the actual work you do to achieve your purpose.

🔹 Example: “We make simple, science-backed skincare for men who don’t want complicated routines.”

3. Brand Positioning: Your “Who” and “Why You”

This is where most brands get lost. Your positioning answers:

Who are you talking to?
What specific problem do you solve?
Why should they pick you over a competitor?

🔹 Example: “For busy men who want clear skin without the hassle, we offer a 3-step system designed to work in 5 minutes or less—no guesswork required.”

4. Brand Values: Your “How”

Values define how your brand behaves in the world.

🔹 Example: “Transparency, simplicity, and results. No gimmicks, no fake promises.”

5. Brand Identity: Your “Look & Feel”

This includes visuals, voice, and messaging—everything from your logo to your color scheme to the way you write product descriptions.

🔹 Example: A sleek, minimalist design with straightforward, no-BS messaging.

When all five of these elements are aligned, your brand becomes instantly recognizable, trustworthy, and compelling.

How to Create Messaging That Converts

Once you’ve nailed your positioning, the next step is crafting messaging that actually gets customers to take action.

Here’s how:

1. Keep It Stupid Simple

Your messaging should be so clear that a 10-year-old could understand it.

✅ Bad: “Our revolutionary skincare technology is clinically proven to revitalize and hydrate your epidermis.”
✅ Good: “Fewer wrinkles. More confidence.”

2. Match Your Message to the Buying Stage

Not all customers are ready to hear the same message.

Top of funnel (awareness stage): Keep it broad and pain-point-driven.
🔹 Example: “Tired of breakouts? Here’s what actually works.”
Middle of funnel (consideration stage): Introduce specifics.
🔹 Example: “Our 3-step system clears acne in 30 days—guaranteed.”
Bottom of funnel (purchase stage): Focus on urgency and social proof.
🔹 Example: “Join 50,000+ men who finally got rid of their acne. Limited-time offer.”

3. Use Emotional Triggers

People don’t buy products—they buy feelings.

Ask yourself: What does my product help people feel?

Nike doesn’t sell shoes. They sell the feeling of being an athlete.
Apple doesn’t sell computers. They sell the feeling of being innovative and creative.
Your brand should do the same.

How to Stay Consistent Across All Channels

Ever seen a brand with a slick website, but their emails sound like a completely different company?

That’s a branding failure.

Your tone, visuals, and messaging need to be consistent across every touchpoint:

✅ Website – Your homepage should communicate your brand promise in 5 seconds or less.
✅ Ads – Messaging should be punchy and direct.
✅ Emails – Keep them conversational and aligned with your brand voice.
✅ Social Media – Match your captions, replies, and content to your core brand identity.

When everything is aligned, customers start recognizing your brand instantly—no matter where they see you.

Final Thoughts: Building a Brand That Sticks

If your branding feels scattered, confusing, or ineffective, don’t overcomplicate it.

Just focus on nailing your positioning, simplifying your messaging, and staying consistent.

✅ Clarify your Brand Fundamentals – Purpose, Mission, Positioning, Values, and Identity.
✅ Keep messaging simple, clear, and emotional.
✅ Match your message to the customer’s buying stage.
✅ Stay consistent across all platforms.

At the end of the day, brands that win aren’t just selling products. They’re telling a clear, compelling story—over and over again.

Now, over to you—what’s your biggest branding challenge right now? Drop a comment below!