How Dean Heyward-DiLaurentis and I Worked on Branding

Tuesday, June 23 4:21 pm

"So." I say opening my laptop. "You're here for branding?"

"That's the plan."

Dean drops into the chair across from me like he owns the place.

Honestly, that tracks.

I open my notebook. "Okay. Let's start with something simple. When you hear the word branding, what comes to mind?"

Dean doesn't even hesitate.

"Me."

I stare at him. He stares back. The annoying thing:

He is completely serious.

"That's not how branding works."

"Isn't it?"

I open my mouth and then close it again. Unfortunately that's a better answer than I wanted it to be.

Because branding isn't just logos.

It's not colours.

It's not fonts.

It's not a website.

Branding is how people perceive you.

You personality.

The feeling people associate with your name. Which means that Dean has accidentally stumbled onto part of the correct answer. I hate when that happens.

"Fine," I admit. "Partially."

"I knew it."

Of course he did.

As soon as we continue talking, I realise branding and Dean are actually surprisingly a good match. Not because he's flashy.

Not because he's confident.

It's because people remember him.

Whether it is a good thing depends on who you ask.

But strong brands work the same way. The goal isn't meant to be noticed by everyone.

The goal is meant to be remembered by the right people

Dean nods thoughtfully . "So branding is basically reputation."

I point at him. "Exactly".

"That sounds easy."

"It's not."

"Why?"

"Because people have expectations."

Dean raises an eyebrow. "Meaning?"

"If someone follows your brand because they expect a certain experience, you need to constantly deliver it."

He thinks about it for a moment .

"So, if a company says it's friendly but treats customers badly, that's bad branding?"

"Mhm".

"If a creator promises value but also promotes clickbait?"

"Also bad branding."

"If a hockey player says he's humble but constantly talks about how amazing he is?"

I stare at him.

Dean stares back and then he grins.

"Just checking."

For the next hour, we talk about personal brands , business brands, consistency, trust, and audience perception.

The more examples we discuss, the more I realise branding isn't really about creating an image.

It's about creating trust. People don't remember them because of how those brands make them feel.

The same applies to websites, content creators , businesses , and individuals .

A strong brand creates recognition.

An even stronger brand creates trust .

By the end of the session, Dean closes his notebook.

"You know, this branding this is actually pretty interesting."

I blink.

"That's your takeaway?"

"What?"

"I thought you would spend the entire session talking about yourself."

"I only did that twice."

I stare at him.

Dean smiles.

The worst part is that he genuinely believes that's impressive.

As he stands up to leave, another knock sounds at the door.

Dean reaches the door before I do.

Standing outside is a woman holding a notebook.

She glances at Dean.

Then at me.

Then back at Dean.

"Am I interrupting something?"

"No."

The answer leaves my mouth so quickly that even I hear it.

Dean looks far too amused.

Again.

Wonderful.

The woman laughs.

"I'm Allie Hayes."

I immediately recognise the name.

Wednesday's email marketing session.

Dean looks between us.

Then smiles.

"Good luck."

I narrow my eyes.

"Get out."

Still laughing, Dean heads down the hallway.

I look at Allie.

Then at my schedule.

Monday was Hannah and Logan.

Tuesday was Garrett and Dean.

And somehow, without meaning to, I'd become the unofficial marketing consultant for the Briar crew.

The scary part?

Wednesday hadn't even started yet