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I've always been fascinated by brands: the names that companies choose for their products or services, the color schemes, logo designs and sometimes even a catchy tagline ... everything that speaks for them when they can't be physically present with their customers (which by definition is nearly 100% of the time).
This fascination has led me to one central conclusion: A brand that's built on a rock-solid value proposition will create a kind of "sticky space" in the minds of customers - even in the most competitive marketplace - as long as it's clear, credible, appealing and has some measure of exclusivity attached to it.
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My business focuses on helping individuals and business owners increase their conversion rates by coaching them through the customer logic known as the value proposition. Once a client's value proposition has been articulated and tested, then all of the downstream branding and marketing assets will be "on point" and consistent.