For those of you that don’t know me, my name is Chad. An important little tidbit for this story.

Several years back, I was taking a weekend trip to Mexico. My friend and I had decided to extend our trip and needed to find a pace to stay.

I found this great little hotel just down the street.

In we go. When we get to the desk, the attendant greets me, and asks my name.

“Chad”, I tell him…

“Jack?”, he replies…

“No, Chad”, I say again…

And again, he responds “Jack?”

So, this continues two or three more times, and this is where the gold is.

My friend, who is completely over the situation at this point, just blurts out “Just be Jack!”

And I will never forget this lesson.

Your brand isn’t who you say it is, it’s who your audience says it is.

Building a brand isn’t about the colors you like, or the style you prefer. It’s about what speaks to your audience. What makes them crave more.

And that is what is at the heart of Just Be Jack.

Identifying those things and building your brand around them. Embracing those qualities through tone, visuals and of course good vibes.

Don’t roll the dice with your brand’s reputation, build with intention.

Odds are you already have almost everything you need. The missing piece is having someone to pull it all together.