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What Is Branding and How Can a Strategic Stake in the Ground Define Your Brand Identity and Purpose?

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Introduction by Neeti Keswani

Welcome to another insightful edition of the Luxury Unplugged Podcast, where we explore the deeper side of success, spirituality, and business alignment. I’m your host, Neeti Keswani, author of Live Your Dreams – Be You and a passionate believer in helping entrepreneurs and leaders step into their authentic power.

Today, I’m thrilled to sit down with Rich [Surname], a global thought leader and branding strategist whose work has transformed countless businesses and lives. Rich is not just an expert in branding, but someone who understands its soul — the purpose, the alignment, and the higher calling behind it.

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In this powerful conversation, we talk about:

  • Why branding is often misunderstood (and what it really means).

  • How to discover your umbrella brand – your highest level of impact beyond your business.

  • The role of faith, heart, and purpose in creating authentic brand identity.

  • Practical steps to cut through overwhelm and start building clarity in your personal brand.

Rich’s own story is remarkable — from helping businesses scale strategically to guiding individuals in aligning with their divine purpose. His approach to impact-driven branding is not just about marketing execution; it’s about helping people uncover their unique blueprint and live their most fulfilling lives.

So let’s dive in. Here are some of the most important questions I asked Rich, and his inspiring answers.

Q1. Rich, let’s start with this: Branding is such a buzzword today. Why do you think so many people feel overwhelmed by it?

Rich: That’s such a great place to start, Neeti. The truth is, most people are overwhelmed because the world doesn’t really know what branding is. They hear the word mostly from marketing service providers who are trying to sell execution — whether it’s social media campaigns, books-in-a-weekend, or email funnels. That’s marketing, not branding.

Branding is not about logos or websites. It’s about clarity. It’s about defining your umbrella brand — the highest level of impact you want to create in people’s lives. When people don’t know this distinction, they either feel like they need a guru or they give up. But the truth is, you don’t need a guru. You need clarity.

Q2. That makes sense. But what if someone is intimidated by branding and feels stuck? What’s the first small step they can take?

Rich: I love this question because you’ve described so many people. Here’s where I’d start:

Close your eyes and picture what it looks like when everything you want to do is thriving. Imagine your book is published and people say, “This changed my life.” Imagine your workshop is full and attendees are inviting others. Imagine your coaching practice is thriving and people are referring you.

Now ask your heart: Who is the one person I clearly see myself impacting and truly want to impact? Describe them — their age, their struggles, their careabouts. Then describe the first impact you’ll make on them.

This process grounds your brand identity in heart, not head. It makes your brand uniquely yours, and it’s the first step toward clarity.

Q3. You often talk about the concept of the “umbrella brand.” Can you explain what it means and why it’s important?

Rich: Absolutely. Your umbrella brand is not what you do for a living — it’s your highest level of impact. It’s the calling that sits above your business brand.

For example, one of my clients is a financial advisor. But his umbrella brand isn’t finance. His highest-level impact is helping people live purposefully, reconnect with their Creator, and step into their true calling. His financial business thrives as a result, but the umbrella brand gives him clarity and direction that goes beyond his day-to-day work.

The umbrella brand helps you answer: What is the ultimate gift I want to give the world? What’s the bigger story I’m here to tell?

When you know that, everything else — your business brand, your content, your speaking, your books — all align powerfully.

Q4. Can you share a real-life story where someone’s brand transformed after publishing a book with your guidance?

Rich: Absolutely, Neeti. Just yesterday I had a beautiful moment with one of my clients — let’s call him Frank. Four years ago, we published his first book, which was more of a life guide about mistakes he made and what not to do. It wasn’t directly tied to his work in financial services, but it served his target audience deeply.

Now, Frank has just finished his second book: The Power to Live Your Life: Seven Things to Not Interrupt. It’s already been picked up by a major publishing house, and the forward was written by a global media leader who never exaggerates. That forward alone multiplies his ability to touch lives.

This book isn’t about his job, but it still weaves in financial wisdom as one of the “seven things.” Through this book, Frank’s brand identity now extends beyond finance into personal transformation, health, and purpose. And strategically, it’s paving the way for his third book, which will be about his faith. That’s his ultimate umbrella brand — lifting up people to do business with a servant’s heart.

Q5. That’s powerful. So if I’m listening and wondering, “How do I even start building my brand strategy?” — what’s your advice?

Rich: Start by asking your heart, not your head. Your head will make lists like “I could help entrepreneurs, or moms, or rodeo clowns…” (laughs). But your heart knows.

Ask: Who do I clearly see impacting, and really want to impact? Describe that person in detail. Then describe the very first impact you’ll make on them. Will they reframe how they see themselves? Will they awaken to new possibilities?

Impacts come in levels — from awareness in the head, to transformation in the heart, to taking aligned action. When you map this out, you’re not just building a brand. You’re building a roadmap to your purpose.

Q6. You’ve mentioned that a book is a “stake in the ground.” Can you explain what that means?

Rich: Of course. When people say, “I wrote a book in a weekend,” that’s not strategic. That’s just having a book. But a book can be so much more.

A book can be a strategic stake in the ground that moves your brand identity forward. Its title, subtitle, chapter names, and even section headers are opportunities to use language that transfers energy. They position you uniquely, attract the right audience, and signal the next step in your brand journey.

When done right, a book isn’t just content. It’s clarity, credibility, and alignment in one powerful package.

Q7. Many people worry about content creation. How can they make sure their content is aligned with their brand?

Rich: Great question. Here’s how I explain it: Imagine a spreadsheet with three columns.

  • Column 1: What you do now — where you already get credit.

  • Column 2: A bridge category that broadens your reach.

  • Column 3: Your brand destination — the ultimate impact you’re aiming for.

Now, under each column, list 10–15 titles and subtitles of potential content. Each should be crafted in your brand’s unique language, with hooks that pull people in.

This gives you a strategic library of content that’s congruent with your purpose and can serve you for 5–10 years. Contrast that with random “one-off” posts about your dog or a new gadget. That’s noise. Strategic content builds your brand.

Q8. What role does emotional intelligence play in branding and storytelling?

Rich: Emotional intelligence is everything when it comes to branding and storytelling. People don’t buy products or services — they buy stories. They buy how those stories make them feel about themselves.

A brand that shows emotional intelligence listens before speaking. It empathizes with its audience’s struggles, mirrors their language, and offers not just a solution but a sense of belonging.

When you weave emotional intelligence into your brand identity, you’re not just telling a story — you’re creating a connection. And connections are what convert.

Q9. Many entrepreneurs fear they’ll get lost in the crowd. How can branding help them stand out?

Rich: I hear this all the time, Neeti. The truth is, the market is crowded — but your story isn’t.

When you strategically frame your brand identity through storytelling, you immediately stand apart. For example, hundreds of financial advisors exist, but Frank (my client) is known as “the guide who helps you align money with purpose.”

That’s what storytelling does: it shifts you from being “just another professional” to being a category of one. When you own your narrative, you own the room.

Q10. If someone is listening today and wants to start, what’s the very first step you recommend?

Rich: Begin by writing down your personal brand vision in three sentences.

  1. Who you serve.

  2. The transformation you deliver.

  3. The larger story you’re part of.

Then, test it. Share it with someone you trust and ask, “Does this sound like me?” and “Does it feel powerful?” If the answer is yes, you’ve just taken your first strategic step.

From there, tools like books, podcasts, and signature talks become amplifiers. But it all starts with clarity. Clarity is the foundation of all strong brands.

🌟 Conclusion

In today’s conversation, we’ve uncovered the heart of branding with Rich [Surname]. From aligning with your purpose to leveraging storytelling, from emotional intelligence to strategic content, Rich showed us that a brand is not a logo or a website — it’s a living story.

Your brand identity is your promise, your impact, and your legacy. When built with clarity, compassion, and strategy, it can transform not just your business but the lives you touch.

So whether you’re writing a book, creating content, or simply starting your journey — remember, your story is your superpower.

✨ About Neeti Keswani

Neeti Keswani is the host of Luxury Unplugged Podcast, author, and founder of Plush Ink. She brings conversations at the intersection of spirituality, branding, and personal growth to inspire entrepreneurs and leaders. Through her podcast, writings, and workshops, Neeti helps people embrace their authentic selves and create lasting impact.

🔗 Connect with Neeti Keswani

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