356: Four Brand Personas with Adam Chaloeicheep — Free Time Crossover (Part Two)

Are you running a Franken-Brand? A quick, inexpensive logo here. And then someone a few months later tries to write the brand strategy. And then another junior hire adds in graphics and you don’t even know where they came from. Suddenly, you have this brand that is cobbled together, and no one on the team is feeling compelled.
In part two of today’s Free Time crossover episode, returning guest Adam Chaloeicheep and I are diving into the four personas of clients who are ready to do brand work.

🌟 4 Brand Stages



Blank Canvas—You have a business idea and nothing else. A branding exercise is helpful at this stage because you’re getting down, on paper, the core of what this business is and how it’s showing up in the world. It’s a really nice opportunity to align from the very beginning in a brand-forward way, from the name, to the strategy, to the identity.


Jeckyll/Hyde—Your brand has only gotten you so far, and now it’s holding you back. You’ve got some traction, got something really special, but you are losing out on bigger opportunities and need that rebrand to launch your business to the next phase.


Frankenstein—Piecemeal elements from different contractors, but no cohesive strategy. You have a brand that is cobbled together, and no one on the team is feeling inspired by it. It’s confusing, not inspiring and everyone hates working with it because there’s no clear way in how to use it.


Tune-up—The foundational strategy is strong, now there is an opportunity to see what is out of date, what elements can be refreshed or tightened up.


✅ Try This Next

Sit with one of the creative questions from Together Agency’s client intake/exploration survey: What texture is your brand? If your brand were a plant, which one would it be? A song?

🔗 Resources Mentioned



Adam on the web, IG, Twitter, LinkedIn



Agency: Together, Instagram, LinkedIn



Together Portfolio: Free Time Brand Strategy



Substacks: Mind Brew, Re:Brand



Articles: Free Time feature in Print Magazine, Activate Your Brand: From Idea to Reality, Missing Missy, Worst Client Comments Turned Into Posters



Feature: Free Time brand on Behance’s Illustrator homepage



Jenny’s Substack: Rolling in D🤦🏻‍♀️h, Rebuilding from Rubble



Apparel: my favorite cozy cashmere sweats by Naadam



Tools: Upwork, Behance, Canva, Working Not Working, ChatGPT, Substack



📚 Books Mentioned

Free Time: Lose the Busywork, Love Your Business

Pivot: The Only Move That Matters Is Your Next One

Life After College


🎧 Related Episodes


BFF Bonus: Certification and Licensing Workshop with Pamela Slim



Pivot: 12: Belly of the Pivot Beast: On Bouncing Back from Zero with Adam Chaloeicheep



Free Time: 005: Brand Obsessed with Emily Heyward


140: How to License Your IP (Intellectual Property)

186: Licensing 201 — Q&A (Part One) on Product Development, Attracting Clients, and Sales Process

187: Licensing 201 — Q&A (Part Two) on Pricing + Packaging, Train-the-Trainer, Delivery, and Legal


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