From Tamales to Tito’s: Branding Without the Jargon with Guillermo Saenz

Ever feel lost in a sea of marketing jargon? In this episode of Cover Brand, Ethan Decker and special guest Guillermo Saenz take the complexity out of branding and make it accessible for everyone, especially self-starters, side-hustlers, and entrepreneurs in underserved communities.

Drawing on Guillermo’s experience teaching small business owners at Mi Casa Resource Center and Ethan’s deep background in brand strategy, they discuss how reputation, memorable “handles,” and even simple business cards can make or break your business. Discover why you don’t need a fancy logo to start, how pricing signals value (not just cost!), and how to make branding work for YOU—even if you don’t speak the “MBA” language. If you want practical marketing strategies rooted in real science, this episode is your playbook for growing confidence and standing out.

Listen in to empower yourself with brand strategies that make a difference—no matter your starting point.

Main Topics Covered:

• The real meaning and importance of "brand reputation" for small businesses
• Breaking down marketing jargon into relatable language and tools
• How to create a memorable handle, mascot, or symbol for your business—even on a shoestring budget
• Why you don’t need a perfect logo to start building your brand
• The science behind pricing: how it shapes perception and value
• Overcoming imposter syndrome and building confidence as an entrepreneur
• Actionable branding tips for kitchen table and backyard businesses
• Business cards and packaging: small touches that create big impact
• Psychological barriers (like price fears) and how to conquer them

Links to Additional Resources:

• Mi Casa Resource Center
• Duolingo’s Branding Case Study
• Tito’s Handmade Vodka Brand Story
• Yeti’s Pricing Strategy
• Branding Basics: What is a Unique Value Proposition?

Ready to take the next step in your business journey? Start simple—define what you want your reputation to be, think about a memorable handle, and remember: people remember how you make them feel, not just what you sell. Don’t obsess over perfection. Get your business “out there” and let people know who you are and what you stand for.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.