Forward Brands

His face appeared on my screen, his eyes darting like he was chasing a thought that refused to stay still. Behind him, everything was precise—bookshelves with no clutter, a leather chair that looked barely used, and a desk so clean it almost dared you to touch it. His coffee mug sat off to the side, untouched, the faded company logo barely visible against the light. I don’t get it, he said, voice sharp. I hired a designer. Spent real money. Took advice from people who were supposed to know what they were talking about. And still—nothing. None of this works. He leaned forward, the frustration spilling into his tone. I’ve been over it a dozen times. It’s not right, and I don’t know why. I let him vent, watching the tension in his shoulders. When he paused, I leaned back in my chair. Okay, I said. Let’s back up. What’s your favorite brand? He frowned, the question catching him off guard. I don’t know. Patagonia, I guess. Why them? He shrugged, the movement stiff. His eyes narrowed, and for a second, I thought he’d argue. But then his brow furrowed, and he said, Freedom. Possibility. Drive. Exactly, I said, leaning forward. And none of that comes from a logo. Patagonia isn’t just the mountain graphic—it’s the feeling of stepping into the wild. He exhaled sharply, shaking his head. So, what are you saying? That I wasted my time and money? I held his gaze. No, I said evenly. I’m saying you’re too close to it. You’re chasing what resonates with you. But here’s the thing: your brand doesn’t exist to make you feel something. It exists to make them feel something. He sat back, arms crossed, frustration bubbling under the surface. I don’t know, man. I feel like I trusted the wrong people. I did what they told me to do— get the perfect logo, the right colors— and now I’m starting over. Again. I nodded, keeping my tone steady. I get it. And yeah, that sucks. But let me ask you this—when someone looks at your logo, do you think they’re going to see your story, your late nights, your sacrifices? Or are they going to see themselves? See how your brand makes their life better? His jaw worked like he was chewing on the words. Then he glanced at the notebook on his desk, his fingers twitching like they wanted to grab it, but he didn’t move. So, it’s not about the logo at all? he said finally, quieter now. It’s not about the logo, I said. The logo’s just a tool. The real magic is what happens next—how they feel. A brand is a feeling. And it’s never about you. It’s always about them. For a long moment, he didn’t respond. Then, slowly, he leaned back, the tension easing from his shoulders. A faint smile tugged at his lips, not cocky but determined. A brand is a feeling, he repeated, almost to himself. Then he looked back at me, eyes sharper now. Alright. Let’s figure out what they need to feel.

The calls still come every now and then. A familiar name lights up my phone, or a text pings with, “Hey, just heard something.” It’s almost always well-intentioned people checking in or sharing something they think I might care about. But I’ve moved on. My focus isn’t on the past anymore, and honestly, I don’t spend much time thinking about it. Those chapters were important, and they taught me a lot, but they’re closed now. The relationships that I have built have not gone anywhere. When you’ve been part of something, it’s hard for people to separate you from it. It’s not about holding on to hard feelings—I truly wish everyone involved the best. But my energy is in a different place now. I’m building something new, something that reflects where I am and where I want to go. If people are still talking, I’ll take it as a sign that the work we did left a mark. That’s not a bad thing. But for me, it’s about moving forward, staying focused, and letting the rest fall where it may. There is plenty of impact to go around.

His face appeared on my screen, the sharp edges of his jaw framed by a simple, no-nonsense backdrop— a few books stacked neatly and a leather chair in the corner. On his desk, I caught the corner of a coffee mug and a closed notebook, the kind you’d buy intending to fill with big ideas. I’ve been staring at these logos for weeks, he said, his voice steady but clipped. None of them feel right. Something’s always missing. I leaned forward, resting my arms on my desk. What’s your favorite brand? Patagonia, he said without hesitation. Apple. Nike. Why those? He paused, his eyes narrowing. Patagonia is adventure. Apple is clean and smart. Nike? That’s motivation. I nodded. What do you think they make other people feel?” His jaw tightened slightly as he thought. Freedom. Innovation. Determination. Exactly, I said. And here’s the thing—it’s not about their logos. Patagonia isn’t the mountain graphic—it’s the sense of freedom anyone gets from seeing it. Apple isn’t just a bitten apple; it’s the creativity they feel when they hold the product. Nike? It’s not the swoosh—it’s their voice saying, you’ve got this. His shoulders relaxed, but his eyes stayed sharp. So, it’s not about the design? It’s about how the design makes them feel, I said. The fonts, the logo, the colors— they’re just tools. What matters is the feeling your brand creates for the people who see it. He leaned back, a faint smirk tugging at the corner of his mouth. A brand is a feeling. Exactly, I said. And it’s never about you. It’s always about them.

Good Messaging: Speaks to your audience’s biggest challenges. Bad Messaging: Talks about your product like it’s the hero. Good Messaging: Creates clarity with simple, direct language. Bad Messaging: Overwhelms with jargon and complexity. Good Messaging: Focuses on benefits and transformation. Bad Messaging: Lists features without showing why they matter. Good Messaging: Makes the customer feel seen and understood. Bad Messaging: Makes the message all about your brand. You’ll never have a good message without understanding your customer, your competition, and your positioning. And you’ll never have a strong pitch or plan without knowing how it ties to your finances, operations, and industry. I’ve helped entrepreneurs transform their web copy, pitches, and offerings— resulting in sales, clarity in strategy, and dollars WON. If you’re ready to do the same, let’s work together.

We live life climbing mountaintop to mountaintop, with each summit higher than the last. But not everyone starts in the same place. Some begin at sea level, with the ocean at their heels. Others further up, already halfway to the clouds. The mountain doesn’t care where you started. It only cares if you’re willing to climb. Every step takes something from you. Strength. Patience. Pieces of who you used to be. But it gives something back, too. Perspective. Purpose. Proof that you can handle more. When you reach the summit, it’s quiet. It’s gratitude. But you can’t stay there. Mountaintops aren’t for living. They’re for reflecting. Life happens in the valleys— where the rivers flow. Where the ground is rich. Where you build the strength to climb again. The peaks remind you why you climb. The valleys remind you what you’re made of. And no matter where you started, you’ve got what it takes to keep going. So when the next mountain rises in front of you, don’t stop. Step forward. Just keep climbing. #forwardfounders

Who’s in your corner? Take a minute to think about it. When you win, who claps for you? Who’s genuinely happy to see you shine, and who stays silent, hoping no one notices your success? Some people in your life are critics in disguise. They’ll tell you how to do it better— or why you shouldn’t do it at all— until the moment it works. Then, suddenly, they want credit. And what about the ones you trust the most? Are they lifting you up or holding you back? Have you ever played small because someone else couldn’t handle your potential? Not everyone in your life is meant to go where you’re going. Some people are only comfortable with the version of you that stays in their shadow. So, ask yourself: Who claps for you when no one else does? Who cheers the loudest when you win? Who makes you feel like you can take on the world—and who makes you second-guess your dreams? You don’t owe anyone your light. You don’t owe anyone your silence. Shine unapologetically. Surround yourself with people who celebrate your growth, not those who feel threatened by it. Because real supporters? They don’t just clap— they help you shine even brighter.

Success begins with understanding your audience—who they are and how you serve them. Watch the full video: https://lnkd.in/gPFfrHun #VeteranLed #KnowYourCustomer #AudienceFirst Reggie Ordonez

I met John a little less than a year ago and and was extremely impressed with his leadership, values, and competence. It was an honor to be a guest on the Veteran Led podcast and talk all things marketing and brands. Check it out!

Your business thrives when your message is clear and compelling. If you can’t articulate your value or tell your story effectively, you’re leaving opportunities on the table. That’s why I don’t just throw some copy together and wish you the best. We’ll ensure your brand strategy is firing on all cylinders first—so your message works seamlessly with everything else. Let’s get your message working for you, not against you. 🇺🇸 #forwardbrands

It’s tempting to post just to stay top of mind—to chase attention and feed vanity metrics. But ask yourself: are you actually providing value, or do you just want to be seen? Here’s the truth: If the attention isn’t generating QUALIFIED leads, you’re wasting your time. If it’s not building genuine relationships, it’s a waste. If there’s no measurable ROI for your effort, it’s a waste. Noise and music are not the same. Attention without purpose is just noise. Be precise. Have a clear goal. Then show up intentionally. #forwardbrands