Codie SanchezFounder @ Contrarian Thinking

Building Your Brand

24 Jul 2026 · 1 min

Watch on YouTube

0:50

In this solo YouTube talk, Codie Sanchez explains why branding is a critical yet often overlooked part of a business. She defines branding as the immediate feeling a customer experiences when they see a product, conveyed through colors, fonts, tone, and imagery before any words are read. Sanchez introduces her "villain, victim, and vow" framework for crafting a brand narrative: the villain represents the problem the customer wants to solve; the victim is the customer's frustrated state before discovering the product; and the vow is the promised transformation or benefit the brand delivers. She illustrates the framework with a relatable analogy of germs in a medicine commercial and a stuffy‑nose sufferer, emphasizing how a clear, sunny outcome (open nostrils) embodies the brand's promise.

Chapters

Let's talk about building your brand. This is one of the most overlooked parts of a business that moves the needle with your customers. Branding is the feeling someone gets when they see your product before they even read a single word. It's the colors, the fonts, the tone, the photos. I use a framework for branding that I call the villain, the victim, and the vow. The villain is the problem your customer is trying to solve. Think those little germ guys from the medicine commercials, right? The victim is who your customer is before your perfect product they find with you. Think of the person miserable in bed with the stuffy nose with those little gremlins inside. They're frustrated, they're achy, they're angry. And the vow is promise of what they get on the other side. The promise of a clear sunny day, open air nostrils, like you help them solve their problems.