WEBVTT 00:00:00.000 --> 00:00:01.659 Hey everybody, welcome back to another episode 00:00:01.659 --> 00:00:03.520 of Vision Pros Live. I'm your host and coach, 00:00:03.680 --> 00:00:06.660 Fletcher Ellingson. So glad you're here. I'm 00:00:06.660 --> 00:00:09.060 so glad that you're in this conversation. Why? 00:00:09.439 --> 00:00:12.699 Because on this show, we're talking with people 00:00:12.699 --> 00:00:16.399 with vision. We're talking with people who had 00:00:16.399 --> 00:00:20.980 a story in their mind and they took efforts and 00:00:20.980 --> 00:00:25.199 deliberate action to create that in the physical 00:00:25.199 --> 00:00:27.859 realm. Today on the show, we're talking with 00:00:27.859 --> 00:00:30.460 Christian Helms. Good morning. Good morning. 00:00:30.519 --> 00:00:32.679 Thanks for having me. Pleasure. Hey, my pleasure. 00:00:33.020 --> 00:00:37.219 Hey, before we dive into what you do and who 00:00:37.219 --> 00:00:40.420 you are, let's start off with a win. Let's start 00:00:40.420 --> 00:00:41.880 off with something that's going well. There's 00:00:41.880 --> 00:00:43.700 a lot of uncertainty. There's a lot of suffering 00:00:43.700 --> 00:00:46.619 in the world. I like to remind people that there 00:00:46.619 --> 00:00:49.299 is still good in the world. What's right with 00:00:49.299 --> 00:00:51.060 the world is always available. What's wrong with 00:00:51.060 --> 00:00:53.380 the world is always available. It matters where 00:00:53.380 --> 00:00:55.619 we place our focus. So what's something that's 00:00:55.619 --> 00:00:59.939 been going well for you? Our agency at the moment 00:00:59.939 --> 00:01:04.280 is working on a brand collaboration between Nilla 00:01:04.280 --> 00:01:07.680 Wafers, the sort of vanilla wafers in an iconic 00:01:07.680 --> 00:01:12.359 yellow box, and Star Wars to launch essentially 00:01:12.359 --> 00:01:17.500 Baby Yoda blue Nilla Wafers. And so we're working 00:01:17.500 --> 00:01:19.859 with the Disney team and Star Wars and Nilla, 00:01:20.000 --> 00:01:22.640 and it's just how often do you get to reach back 00:01:22.640 --> 00:01:26.939 in time to your old you, you know? So we're pretty 00:01:26.939 --> 00:01:29.719 excited about that at the moment. Wow, two iconic 00:01:29.719 --> 00:01:34.480 brands, right? That's super fun. That is so cool. 00:01:34.560 --> 00:01:37.500 Yeah, that's got to be really fun. I can't wait 00:01:37.500 --> 00:01:40.180 to see the advertisement and see what you all 00:01:40.180 --> 00:01:42.439 come up with. That's cool. It's going to be a 00:01:42.439 --> 00:01:46.799 lot of fun. Yeah, right on. Christian, you are 00:01:46.799 --> 00:01:54.180 the founder of Helms Workshop. And for those 00:01:54.180 --> 00:01:57.200 of our viewers or listeners who are not familiar 00:01:57.200 --> 00:01:59.290 with what you do, Tell us a little bit about 00:01:59.290 --> 00:02:02.549 what your company does. Yeah, absolutely. So 00:02:02.549 --> 00:02:06.969 we build and launch brands for all sorts of different 00:02:06.969 --> 00:02:10.909 clients and a variety of industries. But we're 00:02:10.909 --> 00:02:12.669 one of the rare agencies that gets to work on 00:02:12.669 --> 00:02:14.949 really fun stuff. And we don't take that for 00:02:14.949 --> 00:02:19.389 granted. So we work with Nestle, Diageo, Target, 00:02:19.750 --> 00:02:24.990 MTV, Tecova's. haller brothers all these really 00:02:24.990 --> 00:02:27.650 spirited fun exciting brands that are out in 00:02:27.650 --> 00:02:31.710 the world yeah i i went to your website and your 00:02:31.710 --> 00:02:35.889 website is fantastic i mean i encourage people 00:02:35.889 --> 00:02:39.889 to visit you at helmsworkshop .com helms is h 00:02:39.889 --> 00:02:43.530 -e -l -m -s go to helmsworkshop .com because 00:02:43.530 --> 00:02:48.080 this is a fantastic website You know, there are 00:02:48.080 --> 00:02:50.740 all sorts of websites out there and this one 00:02:50.740 --> 00:02:54.620 captures your attention. You're telling the story 00:02:54.620 --> 00:02:57.060 of all the brands you're working with. And it's 00:02:57.060 --> 00:03:01.759 very engaging. Nicely done, by the way. But the 00:03:01.759 --> 00:03:05.800 show is called Vision Pros. And we're interested 00:03:05.800 --> 00:03:08.680 in what your vision is. You know, many of our 00:03:08.680 --> 00:03:11.639 listeners are visionaries and they are entrepreneurs, 00:03:12.039 --> 00:03:14.759 solopreneurs, you know, people in the business 00:03:14.759 --> 00:03:19.039 world. who are efforting to take that clarified 00:03:19.039 --> 00:03:21.659 story and bring it into the physical realm. So 00:03:21.659 --> 00:03:25.599 I want to ask you, what is your vision? Yeah, 00:03:25.659 --> 00:03:28.680 absolutely. So I build brands, but really I think 00:03:28.680 --> 00:03:31.080 about my job as creating moments of wonder. these 00:03:31.080 --> 00:03:35.379 little moments of surprise or delight or insight 00:03:35.379 --> 00:03:37.979 that kind of stick with people throughout the 00:03:37.979 --> 00:03:40.879 day. And that can be through a big environmental 00:03:40.879 --> 00:03:43.219 design. It can be through a piece of packaging. 00:03:43.319 --> 00:03:46.479 It can be through a clever ad or any of those 00:03:46.479 --> 00:03:49.500 things. But really, you know, my purpose and 00:03:49.500 --> 00:03:52.599 my vision is to create things that bring joy 00:03:52.599 --> 00:03:56.900 and value to people's lives. Wow, that's fun. 00:03:57.780 --> 00:04:02.759 Yeah, it is, right? Yeah, I mean, there are not 00:04:02.759 --> 00:04:05.719 a lot of people that when I ask them what their 00:04:05.719 --> 00:04:08.319 vision is, give me the answer you just gave me. 00:04:08.860 --> 00:04:13.400 Well, it took a lot of work. Years ago, I got 00:04:13.400 --> 00:04:15.680 hit with Lyme disease and was pretty much knocked 00:04:15.680 --> 00:04:18.240 out of commission for a couple of years. So when 00:04:18.240 --> 00:04:21.560 I was able to get healthy again. I had to kind 00:04:21.560 --> 00:04:24.339 of rebuild my life. And I used a lot of the principles 00:04:24.339 --> 00:04:26.839 of branding to kind of craft my vision and my 00:04:26.839 --> 00:04:30.000 purpose and my North Star and all of these things. 00:04:30.120 --> 00:04:32.560 I kind of used the tools I use for brands every 00:04:32.560 --> 00:04:36.560 day to figure myself out as well. Right on. Yeah. 00:04:36.879 --> 00:04:41.300 I love that you said your vision is to build 00:04:41.300 --> 00:04:45.699 wonder and bring delight and allow an experience 00:04:45.699 --> 00:04:49.379 of joy for people. I've been a professional magician 00:04:49.379 --> 00:04:55.060 for 35 years, and one of the absolute number 00:04:55.060 --> 00:04:58.019 one reasons I got into magic was because of what 00:04:58.019 --> 00:05:01.959 you just said. I love the experience of delight 00:05:01.959 --> 00:05:06.279 and wonder and awe, right? Because especially 00:05:06.279 --> 00:05:11.879 as adults, that moment of awe and wonder and 00:05:11.879 --> 00:05:16.610 joy, it's more fleeting than it used to be. as 00:05:16.610 --> 00:05:19.629 a child right i mean so many things used to bring 00:05:19.629 --> 00:05:23.170 awe and uh that's still one of the things as 00:05:23.170 --> 00:05:26.970 an adult that you know you see a good magic trick 00:05:26.970 --> 00:05:30.410 and there's that moment right after the card 00:05:30.410 --> 00:05:32.790 is revealed or whatever the climax of the trick 00:05:32.790 --> 00:05:36.470 and for that brief moment of just a few seconds 00:05:36.470 --> 00:05:40.449 your brain is confused it it can't reconcile 00:05:40.449 --> 00:05:43.870 what it just saw yeah right and there's that 00:05:43.870 --> 00:05:47.879 moment of like And frequently people will say 00:05:47.879 --> 00:05:50.100 the words that come out of their mouth is, how 00:05:50.100 --> 00:05:52.860 did you do that? Because they simply can't understand 00:05:52.860 --> 00:05:56.019 it, right? I can't make sense of that. How did 00:05:56.019 --> 00:06:00.420 you do that? So I love that moment of awe. I 00:06:00.420 --> 00:06:03.019 mean, I've been a magician for 35 years. I still 00:06:03.019 --> 00:06:06.959 love to be fooled. I love that moment. Yeah, 00:06:07.000 --> 00:06:10.629 it's cool. What you do, what I do, what comedians 00:06:10.629 --> 00:06:14.550 do is essentially take people down a path that 00:06:14.550 --> 00:06:17.069 they expect and then quickly switch them over 00:06:17.069 --> 00:06:20.410 to something unexpected. Exactly. It can be a 00:06:20.410 --> 00:06:22.689 joke. It can be a little piece of a brand. It's 00:06:22.689 --> 00:06:26.670 a joyful thing. Yeah. I love walking through. 00:06:27.759 --> 00:06:31.480 you know the the airport or shopping malls for 00:06:31.480 --> 00:06:35.060 the very reason of looking at all the all the 00:06:35.060 --> 00:06:38.439 tag lines all those little those just like what 00:06:38.439 --> 00:06:40.519 you said like you have a message and then there's 00:06:40.519 --> 00:06:42.740 a they flip the switch right and there's like 00:06:42.740 --> 00:06:46.980 something unexpected or or clever um and as we 00:06:46.980 --> 00:06:49.720 all know and especially you like when you land 00:06:49.720 --> 00:06:53.620 on that that that bit that's magical oh my gosh 00:06:53.620 --> 00:06:58.759 it can propel a brand into like, you know, incredible 00:06:58.759 --> 00:07:03.100 things, yeah? Absolutely. The best versions of 00:07:03.100 --> 00:07:05.600 that essentially get past the functional benefits 00:07:05.600 --> 00:07:08.000 of a brand or product, right? And get into the 00:07:08.000 --> 00:07:10.939 emotional and the social benefits, how it makes 00:07:10.939 --> 00:07:13.459 me feel about myself, what it says about me to 00:07:13.459 --> 00:07:16.579 other people. And yeah, if you can create those, 00:07:16.779 --> 00:07:21.220 it's a really special thing. Yeah. Yeah, and 00:07:21.220 --> 00:07:26.639 you just nailed it on the head, right? You, as 00:07:26.639 --> 00:07:32.480 a brand guy, are interested in meeting people 00:07:32.480 --> 00:07:35.600 at an emotional level. Is that accurate? Absolutely. 00:07:35.699 --> 00:07:37.899 Yeah, a real genuine connection on an emotional 00:07:37.899 --> 00:07:41.980 level. Yeah, because most of us know, a lot of 00:07:41.980 --> 00:07:43.959 us think we're above this. A lot of us think 00:07:43.959 --> 00:07:47.899 we are, that doesn't apply to me, but we always 00:07:47.899 --> 00:07:51.379 are buying based on emotions. Would you agree 00:07:51.379 --> 00:07:54.060 with that? Absolutely. Walk down now in the grocery 00:07:54.060 --> 00:07:57.319 store, right? Olive oil. There are 30 different 00:07:57.319 --> 00:07:59.860 varieties. So at that point, you're buying brand 00:07:59.860 --> 00:08:02.199 as much as you're buying the olive oil. It's 00:08:02.199 --> 00:08:05.779 all generally the same stuff within a quality 00:08:05.779 --> 00:08:08.720 tier. And people will make the decision based 00:08:08.720 --> 00:08:11.439 on brand. We had a sparkling water brand we did 00:08:11.439 --> 00:08:14.300 years ago. It had all these really cool flavors 00:08:14.300 --> 00:08:17.379 like pickle and jalapeno pineapple. And it was 00:08:17.379 --> 00:08:21.120 really fun. But the plain sparkling water that... 00:08:21.420 --> 00:08:25.060 that we branded for them outsold like the the 00:08:25.060 --> 00:08:27.959 grocery store in -house thing that was twice 00:08:27.959 --> 00:08:31.199 half as expensive and it's just it's all water 00:08:31.199 --> 00:08:33.240 with bubbles like there aren't dramatic differences 00:08:33.240 --> 00:08:36.179 people are buying the brand yeah they really 00:08:36.179 --> 00:08:38.879 are that is such a great example um because i 00:08:38.879 --> 00:08:41.559 i think i saw i was at the lake the other day 00:08:41.559 --> 00:08:43.500 and i think i saw someone's can it said liquid 00:08:43.500 --> 00:08:47.100 death yeah and right and i and i i hadn't heard 00:08:47.100 --> 00:08:50.860 of it before so um i took a closer look and it 00:08:51.179 --> 00:08:54.259 and it was just water and i was like wow okay 00:08:54.259 --> 00:08:59.200 liquid death they i mean nothing to do with with 00:08:59.200 --> 00:09:03.379 water uh but sounds intriguing sounds dark and 00:09:03.379 --> 00:09:07.559 ominous or something right and uh and it met 00:09:07.559 --> 00:09:11.159 that person emotionally and engaged him and he 00:09:11.159 --> 00:09:14.240 purchased Absolutely. You won't forget that brand 00:09:14.240 --> 00:09:16.879 when you run across it. It's just peculiar. And 00:09:16.879 --> 00:09:20.159 it's a really great example of lateral thinking 00:09:20.159 --> 00:09:24.419 versus linear thinking, right? Tell me a little 00:09:24.419 --> 00:09:29.419 bit more about that. Definitely. So linear thinking 00:09:29.419 --> 00:09:32.039 is really important to life. Like we know A leads 00:09:32.039 --> 00:09:35.480 to B leads to C. Lateral thinking is like A leads 00:09:35.480 --> 00:09:37.940 to baseball, B leads to crocodile. It's taking 00:09:37.940 --> 00:09:40.610 you a few steps away from what's expected. And 00:09:40.610 --> 00:09:42.409 it puts your mind in a different place where 00:09:42.409 --> 00:09:44.029 you can come up with solutions that are unique 00:09:44.029 --> 00:09:47.970 or different or surprising. Got it. Got it. Is 00:09:47.970 --> 00:09:50.909 that in a sense like a word association almost? 00:09:51.210 --> 00:09:53.450 It can be. There's a really great book by a guy 00:09:53.450 --> 00:09:55.529 named Edward Debono called The Thinking Course. 00:09:55.730 --> 00:09:57.889 And he basically just teaches you all these tricks 00:09:57.889 --> 00:10:00.870 to kind of snap your mind out of linear thinking 00:10:00.870 --> 00:10:04.309 and into lateral. A good example is we do a lot 00:10:04.309 --> 00:10:07.490 of naming for brands. If you think in a linear 00:10:07.490 --> 00:10:10.490 way about naming, you get. IBM, International 00:10:10.490 --> 00:10:12.789 Business Machines. Sure, that describes what 00:10:12.789 --> 00:10:14.389 it is, but nobody's going to wear that on a t 00:10:14.389 --> 00:10:17.029 -shirt. There's nothing sexy about it. We just 00:10:17.029 --> 00:10:20.549 branded a huge entertainment destination chain 00:10:20.549 --> 00:10:23.970 that has like movies, bowling, games, restaurant, 00:10:24.090 --> 00:10:28.230 bar. And it had previously been called EVO Entertainment, 00:10:28.509 --> 00:10:32.409 which nobody's excited about. We renamed it Hookie 00:10:32.409 --> 00:10:35.539 with the idea of like ditch the everyday. get 00:10:35.539 --> 00:10:38.220 out and connect and play and it's been a huge 00:10:38.220 --> 00:10:40.879 hit for them so proud of the client for going 00:10:40.879 --> 00:10:45.019 with the name hooky that's cool yeah uh what 00:10:45.019 --> 00:10:49.120 a great contrast from evo which doesn't mean 00:10:49.120 --> 00:10:53.399 anything to me right to hooky which immediately 00:10:53.399 --> 00:10:56.799 brings me back to playing hooky from school like 00:10:56.799 --> 00:11:00.740 absolutely right this idea of skipping out on 00:11:00.740 --> 00:11:03.279 something boring and going to do something fun 00:11:03.279 --> 00:11:06.820 and maybe a little mischievous or something I'm 00:11:06.820 --> 00:11:09.720 not supposed to be doing, right? Yeah, but then 00:11:09.720 --> 00:11:12.000 you cut to me having to go to the Hutto City 00:11:12.000 --> 00:11:14.860 Council meeting because one parent on the board 00:11:14.860 --> 00:11:16.539 is saying, you're encouraging my children to 00:11:16.539 --> 00:11:19.360 play hooky. This is awful. I just stand up and 00:11:19.360 --> 00:11:22.460 explain the name. That is not a part of my job 00:11:22.460 --> 00:11:27.940 that I want to do again. oh that is funny that 00:11:27.940 --> 00:11:29.740 is yeah there's there's always going to be somebody 00:11:29.740 --> 00:11:33.080 who like has this all this other viewpoint that's 00:11:33.080 --> 00:11:36.220 like oh come on man it's just just being like 00:11:36.220 --> 00:11:39.580 fun here if you're trying to build brands that 00:11:39.580 --> 00:11:42.379 please everybody you're you're gonna fall short 00:11:42.379 --> 00:11:45.960 um to do something that everybody kind of feels 00:11:45.960 --> 00:11:48.700 okay about that's how you get evo cinema right 00:11:48.700 --> 00:11:51.600 like nobody's intrigued by it but nobody's offended 00:11:51.600 --> 00:11:54.870 by it no one is is It has to take a minute to 00:11:54.870 --> 00:11:57.509 wrap their head around it. But if you can do 00:11:57.509 --> 00:11:59.610 something like hooky and have a really great 00:11:59.610 --> 00:12:02.129 story behind why that's the name, it's just so 00:12:02.129 --> 00:12:05.190 much more resonant with folks. I like that statement 00:12:05.190 --> 00:12:08.529 you just said, and I invite our listeners to 00:12:08.529 --> 00:12:13.049 really hone in on that. What you said was if 00:12:13.049 --> 00:12:17.370 you're looking to create a brand or a name that 00:12:17.370 --> 00:12:19.649 appeals to everyone, it's not going to happen. 00:12:19.830 --> 00:12:22.850 Yeah. So you're going to be spinning your wheels. 00:12:23.659 --> 00:12:25.980 So you're going to have to be you're going to 00:12:25.980 --> 00:12:27.220 have to be bold. You're going to have to make 00:12:27.220 --> 00:12:29.779 a decision at some point. Right. Yeah. The example 00:12:29.779 --> 00:12:31.840 I use a lot with clients is called the ice cream 00:12:31.840 --> 00:12:34.799 party. If you put 15 kids in a room and you say 00:12:34.799 --> 00:12:36.139 you're all getting free ice cream, but you have 00:12:36.139 --> 00:12:37.840 to agree on a flavor. Guess where you're going 00:12:37.840 --> 00:12:41.159 to land? Chocolate every time. Maybe vanilla. 00:12:41.960 --> 00:12:43.919 But you're not going to get something like Rocky 00:12:43.919 --> 00:12:46.879 Road or Jamocha Almond Fudge or the really interesting 00:12:46.879 --> 00:12:49.019 Ben and Jerry's flavors. Right. Like that's what 00:12:49.019 --> 00:12:51.820 we want to do as a brand is something that. is 00:12:51.820 --> 00:12:55.000 different and stands out and it's okay if there 00:12:55.000 --> 00:12:56.799 are folks who don't like it if there are a lot 00:12:56.799 --> 00:13:01.740 of people who really love it you know so this 00:13:01.740 --> 00:13:05.259 is great there's a again our audience is largely 00:13:05.259 --> 00:13:09.679 people in business entrepreneurs who are scaling 00:13:09.679 --> 00:13:13.179 or looking to scale who are struggling with a 00:13:13.179 --> 00:13:17.980 brand identity so sounds like I mean, of all 00:13:17.980 --> 00:13:20.100 the people I've interviewed around this topic, 00:13:20.259 --> 00:13:22.340 I mean, you guys are head and shoulders above. 00:13:22.740 --> 00:13:25.539 I mean, just when I go to their website, check 00:13:25.539 --> 00:13:30.000 this out. OK, it's Helms Workshop dot com. It's 00:13:30.000 --> 00:13:33.019 it's and one of their lines right when you get 00:13:33.019 --> 00:13:36.259 there, it says it's time you had an unfair advantage. 00:13:36.840 --> 00:13:40.899 Right. I mean, that is a bold statement. Who 00:13:40.899 --> 00:13:46.240 doesn't want the unfair advantage? If someone 00:13:46.240 --> 00:13:50.000 is finding themselves at this point in their 00:13:50.000 --> 00:13:52.539 business and they need to have this conversation, 00:13:52.840 --> 00:13:55.279 what's the best way to reach you? And what does 00:13:55.279 --> 00:13:58.440 it look like to begin that conversation with 00:13:58.440 --> 00:14:02.440 you? Yeah, definitely. Usually it comes via email 00:14:02.440 --> 00:14:05.440 through our website. Folks find us in a myriad 00:14:05.440 --> 00:14:08.659 ways. But we get an initial email and then we 00:14:08.659 --> 00:14:12.450 schedule an initial consult where we just. ask 00:14:12.450 --> 00:14:14.710 a lot of questions learn everything we can about 00:14:14.710 --> 00:14:17.049 who they are what they do why it matters where 00:14:17.049 --> 00:14:19.250 they want to go what problem they're looking 00:14:19.250 --> 00:14:22.370 to solve then we essentially build a proposal 00:14:22.370 --> 00:14:26.429 for how that process would work and dive in and 00:14:26.429 --> 00:14:28.610 the first thing we really do is strategy where 00:14:28.610 --> 00:14:30.710 we get in and learn everything we can about the 00:14:30.710 --> 00:14:32.809 company the competition the culture all those 00:14:32.809 --> 00:14:36.190 things so that we can start to mine these little 00:14:36.190 --> 00:14:38.750 insights these little gems that make them special 00:14:38.750 --> 00:14:43.899 and different Mm hmm. What if someone's had their 00:14:43.899 --> 00:14:48.279 brand for some time? Is it I mean, is it ever 00:14:48.279 --> 00:14:53.000 safe or a good idea to change up brand identity? 00:14:53.460 --> 00:14:56.919 It absolutely can be. I wrote an article last 00:14:56.919 --> 00:15:00.019 year about simply how to evolve a heritage brand. 00:15:00.200 --> 00:15:03.519 And the word evolve is really important. It needs 00:15:03.519 --> 00:15:06.440 to the new brand needs to ladder back to a lot 00:15:06.440 --> 00:15:09.559 of the things that. are that heritage aspect 00:15:09.559 --> 00:15:12.539 of the brand, but also take a bold step into 00:15:12.539 --> 00:15:16.799 the future. Done the right way with care, refining 00:15:16.799 --> 00:15:19.559 and relaunching a brand can be absolutely transformational 00:15:19.559 --> 00:15:22.840 for a company. Done the wrong way and you get 00:15:22.840 --> 00:15:25.120 the Cracker Barrel scenario that happened last 00:15:25.120 --> 00:15:28.580 month where there was absolute outrage because 00:15:28.580 --> 00:15:31.480 essentially folks felt like they had lost any 00:15:31.480 --> 00:15:33.500 of the personality or heritage that the brand 00:15:33.500 --> 00:15:36.779 had. No, really. I hadn't I hadn't heard about 00:15:36.779 --> 00:15:40.159 that. That's interesting. Yeah, because there 00:15:40.159 --> 00:15:44.759 and as I think about brands that I've been accustomed 00:15:44.759 --> 00:15:47.419 to over the years, I'm even thinking about Safeway. 00:15:48.139 --> 00:15:52.740 You know, there are I remember they updated the 00:15:52.740 --> 00:15:55.519 look of their ass. You know, there are there 00:15:55.519 --> 00:15:58.500 are things that people do and it's probably always 00:15:58.500 --> 00:16:03.399 risky. But. It's an attempt to stay relevant, 00:16:03.659 --> 00:16:07.059 yeah? Yeah. If you can keep the personality and 00:16:07.059 --> 00:16:09.320 the culture and the heart of the brand in the 00:16:09.320 --> 00:16:12.299 new work, you build a bridge for people who were 00:16:12.299 --> 00:16:14.519 fans of the brand before to find that thing that 00:16:14.519 --> 00:16:17.840 they love again. Our goal is always when we refresh 00:16:17.840 --> 00:16:21.679 a brand is that I want the brand to be 100 % 00:16:21.679 --> 00:16:24.340 itself more than it ever has been. I want people 00:16:24.340 --> 00:16:26.720 to look at it and go, man, that is even more 00:16:26.720 --> 00:16:28.980 Nilla Wafer than Nilla Wafer used to be. They 00:16:28.980 --> 00:16:30.840 really doubled down on the things that make them 00:16:30.840 --> 00:16:35.000 special. Yeah, yeah. Very cool. It sounds like 00:16:35.000 --> 00:16:36.620 you have a wealth of knowledge in this area. 00:16:36.740 --> 00:16:41.679 And I have no doubt that that's accurate. You've 00:16:41.679 --> 00:16:44.240 been in it for a while. You've been working with 00:16:44.240 --> 00:16:46.500 some incredible brands. And it looks like from 00:16:46.500 --> 00:16:52.100 your website, having a lot of success. What would 00:16:52.100 --> 00:17:02.980 you say to somebody who's new and... They don't 00:17:02.980 --> 00:17:06.940 have a big budget. Where could they go besides 00:17:06.940 --> 00:17:16.200 Fiverr or Canva? Is a small business, can they 00:17:16.200 --> 00:17:18.000 reach out to you as well and have that conversation? 00:17:18.940 --> 00:17:23.519 Absolutely. A lot of our work is just advising 00:17:23.519 --> 00:17:26.299 folks on the best way to get where they want 00:17:26.299 --> 00:17:30.519 to go. That is free in the initial meeting. There 00:17:30.519 --> 00:17:33.359 is no charge for that. And sometimes folks don't 00:17:33.359 --> 00:17:35.140 have a budget that's big enough to work with 00:17:35.140 --> 00:17:37.539 us. And we will refer them to a better solution 00:17:37.539 --> 00:17:41.700 that we trust. I love that. Thank you for saying 00:17:41.700 --> 00:17:45.289 that. That just. what that does tells me is that 00:17:45.289 --> 00:17:47.150 you guys have a lot of integrity. Like, so yeah, 00:17:47.230 --> 00:17:50.789 we, we may be not a good fit for you because 00:17:50.789 --> 00:17:53.589 of budgetary reasons, but we do know this other 00:17:53.589 --> 00:17:57.710 outfit who we can confidently refer. I love it 00:17:57.710 --> 00:18:00.650 when companies are, are, you know, willing to 00:18:00.650 --> 00:18:03.309 just say that up front and then send us in the 00:18:03.309 --> 00:18:06.029 right direction. So thank you for that. You know, 00:18:06.049 --> 00:18:08.470 it's really important to try to allocate a decent 00:18:08.470 --> 00:18:11.130 budget for building your brand. Budget branding 00:18:11.130 --> 00:18:13.819 is a dangerous thing. It's kind of like, sushi 00:18:13.819 --> 00:18:15.819 and dentistry, right? Like pay full price for 00:18:15.819 --> 00:18:17.920 that stuff. Don't pick the cheapest option out 00:18:17.920 --> 00:18:19.579 there because you're not going to be happy with 00:18:19.579 --> 00:18:22.680 where you land. Yes. Yes. I've had that experience 00:18:22.680 --> 00:18:28.160 in both, in both of those categories. Yeah. So, 00:18:28.160 --> 00:18:33.160 um, Christian, so great to talk with you. Um, 00:18:33.279 --> 00:18:40.039 again, the company is Helms Workshop. They specialize 00:18:40.039 --> 00:18:44.700 in branding and refreshing your brand and consultation 00:18:44.700 --> 00:18:49.359 about brand. So if you are thinking, man, this 00:18:49.359 --> 00:18:51.480 is something I need. We've been thinking about 00:18:51.480 --> 00:18:54.339 this or I've been confused about which direction 00:18:54.339 --> 00:18:57.700 to go. Hey, talk with an expert. Talk with somebody 00:18:57.700 --> 00:19:01.680 who's got the experience who you can potentially 00:19:01.680 --> 00:19:05.259 work with. or if you're not ready to work with 00:19:05.259 --> 00:19:07.519 them, they're going to point you in the right 00:19:07.519 --> 00:19:11.279 direction. Love that. Christian, thanks for being 00:19:11.279 --> 00:19:13.579 on the show today and sharing your vision and 00:19:13.579 --> 00:19:16.640 expertise. Any closing remarks before we wrap 00:19:16.640 --> 00:19:19.519 up? I don't think so, Fletcher. I really enjoyed 00:19:19.519 --> 00:19:21.579 this. You're a great interviewer. You have awesome 00:19:21.579 --> 00:19:25.019 insights. I love the magic connection and the 00:19:25.019 --> 00:19:27.700 fact that we do very different things, but we 00:19:27.700 --> 00:19:30.420 do very similar things at the same time. Right 00:19:30.420 --> 00:19:33.180 on. Right on. Well, thanks again and best wishes 00:19:33.180 --> 00:19:36.240 to you. And now it's time for you all to get 00:19:36.240 --> 00:19:39.099 out there. Be a source of kindness. Be a source 00:19:39.099 --> 00:19:41.519 of contribution. You do have something to offer 00:19:41.519 --> 00:19:44.960 this world. And I believe in you. Thank you for 00:19:44.960 --> 00:19:46.980 being here today. I'm really happy that you tuned 00:19:46.980 --> 00:19:49.259 in to Vision Pros Live. I'm looking forward to 00:19:49.259 --> 00:19:52.559 seeing your reactions as these episodes continue 00:19:52.559 --> 00:19:54.319 to move forward. This is going to get more and 00:19:54.319 --> 00:19:56.380 more fun. We'll have more and more engagement 00:19:56.380 --> 00:19:58.440 as well. We'll invite people to participate in 00:19:58.440 --> 00:20:00.619 the show. And thank you for giving us your time 00:20:00.619 --> 00:20:02.900 and attention. Have an excellent time building 00:20:02.900 --> 00:20:05.220 out your vision and becoming a vision pro yourself.