Brand is the Ultimate Cheat Code in Business

(if you know how to use it):

Author

Eric Hinman
February 22, 2025

read time: 6 minutes 

Welcome to The Movement Memo, a bi-weekly newsletter where I share actionable tips to help you live your best day ever, every day.

Today's Programming 

Today's Movement 

Complete for time with a partner:

  • 1 km run (together)

  • 100m SkiErg

  • 1 km run

  • 200m Sled Push

  • 1 km run

  • 200m Sled Pull

  • 1 km run

  • 100m Burpee Broad Jump

  • 1 km run

  • 100m Row

  • 1 km run

  • 200m Kettlebell Farmer’s Carry

  • 1 km run

  • 200m Sandbag Lunges

  • 1 km run

  • 100 Wall Balls

2 of us were excited. 2 of us were nervous.

Today's Quote

 “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.”

— Scott Cook, Co-Founder of Intuit

It doesn’t matter what your website says or how polished your marketing is—your brand lives in the conversations happening when you’re not there.

You don’t control it. You influence it through consistency, trust, and delivering on your promises.

The best brands don’t chase attention—they earn a reputation.

And in a world where word-of-mouth moves faster than ever, reputation is everything.

Today's Lesson Learned:

Brand is the Ultimate Cheat Code in Business—If You Know How to Use It

Most businesses compete on product, price, or process—grinding away in a constant race to be the cheapest, fastest, or most efficient.

But the businesses that last? They compete on brand.

Brand is the single biggest advantage in business in 2025. It can’t be copied, undercut, or disrupted overnight. It allows you to attract loyal customers, command premium prices, and build a business that doesn’t rely on endless advertising dollars.

Brand is the most valuable—and most overlooked—asset in any business.

The Asset That Doesn’t Show Up on a Balance Sheet

There’s no line item for “brand” on a financial statement. No fixed dollar value for how much your reputation is worth. No easy formula for measuring trust.

But you see it in:

  • Higher revenue

  • Increased customer loyalty

  • Stronger pricing power

And yet, so many companies fail to invest in their brand. They chase clicks and conversions, trying to engineer growth with ads instead of building something people actually want to be a part of.

They pour money into tactics—when they should be playing the long game.

What is Brand, Really?

Most people can’t define it.

  1. The marketing definition → Brand is perception, identity, and emotional connection.

  2. The business definition → Brand is an intangible asset that drives valuation.

  3. The consumer definition → Brand is a gut feeling about a company.

  4. The psychological definition → Brand is a set of associations, shaped by storytelling.

They’re all technically correct. But none fully capture the real power of brand.

Here’s how I define it:

Brand is your reputation—it’s what people say about you when you’re not in the room.

The reason you build a brand? To create behavioral change at scale.

A strong brand doesn’t just make people aware of you. It makes them choose you—again and again.

Everything I’ve Learned About Brand from My Own Journey

I’ve never built a brand through billboards or marketing gimmicks.

I’ve built it through consistency, showing up, and leading by example.

I’ve built it by documenting my journey—sharing the behind-the-scenes of endurance sports, wellness, entrepreneurship, and personal growth, by telling real stories, forming real partnerships, and creating real community.

It’s why brands trust me to partner with them. It’s why businesses bring me in to consult on brand strategy. It’s why people show up for the events I help organize.

Everything I’ve done—from building a fitness-focused lifestyle to growing my presence in endurance sports, to advising companies across multiple industries—has reinforced 3 simple truths:

The Three Rules of Building a Brand That Lasts

1. Brand is Built in the Trenches, Not in the Boardroom

You don’t build a brand through a fancy logo or tagline. You build it through consistent execution—showing up every day, consistently sharing your ideas, and delivering on your promises.

Look at the businesses you trust most. They earned that trust over time, not with a single ad or campaign.

2. Brand is a Marathon, Not a Sprint

Too many people chase short-term tactics instead of playing the long game.

They change their messaging every quarter, hop on every new trend, and wonder why nobody remembers them.

The best brands are relentless. They say the same things over and over again until people can’t ignore them.

There’s an old story about Henry Ford that perfectly illustrates why most brands fail at marketing.

Ford walked by the office of a major advertising campaign every day for months. Eventually, he walked into the office and said

“I’m sick of this campaign.”

The marketing team was stunned. They hadn’t even run it yet.

Most businesses change their messaging too soon. They assume their audience is paying close attention. They assume their customers remember everything they say.

But in reality?

People are busy. Distracted. Overwhelmed with noise.

The best brands repeat their message until it becomes ingrained.

  • Nike has said “Just Do It” for 35 years.

  • Apple has told us to “Think Different” for decades.

  • Red Bull has been “Giving You Wings” since 1997.

Meanwhile, most companies rewrite their tagline every quarter and wonder why no one remembers them.

Repetition creates recognition. Recognition builds trust. Trust drives action.

If you’re bored of your own messaging, that’s when you’re doing it right.

3. Brand is an Identity, Not a Product

Most businesses focus on what they sell. The best brands focus on what they stand for.

Nike sells shoes. But what they really sell is achievement.

Apple sells tech. But what they really sell is creativity.

Red Bull sells energy drinks. But what they really sell is adventure.

What do you sell? More importantly—what do you stand for?

The Hard Truth About Brand

If you’re playing the commodity game—competing on price, efficiency, or features—you’re already in a race to the bottom.

Brand is the only thing that protects you. The only thing that makes your business irreplaceable. The only thing that ensures long-term success instead of short-term survival.

But brand-building is a choice.

Most businesses won’t do it.

Will you?

Today’s Youtube:

Today’s Event:

We have a few spots left for Founder’s Only X Austin:

Experience a high-impact, transformative schedule designed to inspire, challenge, and connect. Here’s what we’ve planned for you:

Thursday, March 13

  • Afternoon: Arrive mid-afternoon and head straight to the house.

  • Evening:

    • 2-3 hours of contrast therapy

    • Dinner: The ultimate backyard Texas BBQ

Friday, March 14

  • 8:00 AM: Hyrox Workout

  • 10:00 AM: Community Building Workshop

  • 11:00 AM: Sweetgreen Lunch

  • 12:00 PM: 5 Mile Zone-2 Run around Lady Bird Lake

  • 2:00 - 5:00 PM: Guest Speakers at the Radio Room:

    • Khalil Rafati: Founder of Sun Life Organics, on his path from addict to building one of the most recognized health brands in the country.

    • Zach Ranen: Co-founder of David Protein, on building a founding team and how they developed the highest protein bar on the market.

    • Alex Garcia: Founder of Marketing Examined, on building a complete content strategy and how to best leverage influencers in 2025.

    • Andy Schoonover: CEO and founder of CrowdHealth.

    • Michael Brandt: Founder of KetoneIQ.

    • Wyatt Ewing: Founder of Ice Barrel.

    • Eric Hinman: Brand builder and investor.

  • 5:00 PM: Sauna + Ice at Hive

  • 7:00 PM: Dinner

Saturday, March 15

  • 8:00 AM: The Hardest Mile

  • 11:00 AM: Sweetgreen Lunch

  • Afternoon: Depart

Bonuses

  • Swag Bag from participating brands

  • Founders Only Club merch

  • Supplements

  • Access to the Founders Only Club exclusive Slack Channel

Today’s Optimization

As I have increased my running volume in recent weeks, I have found myself craving more carbs to fuel recovery. My go-to for post-track sessions has been Sweetgreen.

These are my recent favorites:

• Hot Honey Chicken
• Caramelized Garlic Steak
• Chicken Pesto Parm.

Check out their high protein menu - the grass-fed steak + the blackened chicken are so on point.

Know friends, training partners, or co-workers who would take value from weekly tips on a healthier lifestyle, enhanced accountability, and improved routines? Thanks for sharing!

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Publisher: Eric Hinman

Editor-in-chief: Bobby Ryan