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Trades businesses often believe branding is just a logo or a truck wrap—but what if your brand could become your biggest growth driver?

Austin Gray interviews Brian Sooy, a certified brand architect, StoryBrand consultant, and 30-year branding veteran who has helped hundreds of blue-collar businesses build brands that stand out, scale, and sell.

Together, they explore:

- The biggest branding mistakes service companies make
- Why your brand starts with messaging—not visuals
- How to reposition your brand without starting from scratch
- The power of storytelling, emotional hooks, and customer-driven messaging
- Brian’s CARE framework: Clarity, Alignment, Relevance, Experience
- How Bear Claw is evolving from “land services” to “land beautification”
- Why branding is the foundation for premium pricing and team attraction

Whether you're just getting started or refining your message after years, this episode is packed with branding clarity and practical direction for the trades.

Ready to make your brand famous? Tune in now.

🔗 Follow Brian Sooy:X (Twitter): https://x.com/briansooy

LinkedIn: https://www.linkedin.com/in/briansooy

🎁 Free Resources from Brian:

✅ Blue Collar Branding Checklist + Ella: https://drive.google.com/file/d/1veFd4KPXgltFxFnvS4y3L-6KX140H6YF/view?usp=sharing

📘 Brian Sooy’s book Blue Collar Branding drops July 22 — a clear guide to help blue-collar businesses stand out.

🚀Try Ella AI for free for 14 days: https://www.atomicelevator.com/bluecollarbranding

🚀 Try StoryBrand AI – 7-Day FreeTrial: https://go.aespire.com/sbai/

🔗 Follow Austin Gray:

X (Twitter): https://x.com/theownerop

Have a business question? Text 970-585-OWNR and we'll answer in live Q&A in a future episode!

🔥 Mentioned in This Episode 🔥

We use Jobber to manage our quoting, scheduling, & invoicing

➡️ Get 20% off your first 6 months here: https://go.getjobber.com/ownrops

📚 Bookkeeping: Get 50% off bookkeeping for 3 months with the Home Service Bookkeeping Pros: https://dialedinbookkeeping.com/ownrops

🚀 Get ranked #1 On Google With Stryker Digital⁠ SEO: https://stryker-digital.com/?el=oo

Want to learn more about starting and scaling your own service-based business?

📰 Sign up for the OWNR OPS Newsletter: → ownrops.com/newsletter

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Episode 68: Pigs and Pork with Mary Trachsel