The Power of Owning a Way of Doing Things
The Most Valuable Brands Don’t Just Compete—They Define How It’s Done
The most valuable brands don’t just sell products or services—they often own a way of doing things. Their impact extends beyond what they sell because they create a framework, a methodology, or a philosophy that sets them apart.
For many companies, the challenge isn’t what they do but rather how they talk about it in a way that customers immediately understand and trust. That’s where a branded methodology becomes a game-changer.
Enter Namebrand, a company in the promotions and swag industry, who was faced with a challenge: how to clearly articulate its unique approach in a way that resonated with potential clients. As an innovative company, their offering is best-in-class, but at the time, they needed a more compelling way to communicate what made them truly different because most didn't understand Namebrand's true value.
What Is a Branded Methodology?
Before diving into how we worked with Namebrand to create their own "approach," we should talk about what a branded methodology is. It isn’t just a process—it’s a signature approach that a company builds, owns, and uses to elevate its brand (among many other things), making it easier to communicate its value and differentiate itself from competitors.
Some of the best-known examples include:
IDEO popularized Design Thinking, making it the global gold standard for creative problem-solving. Its widespread adoption has led to educational courses and professional certifications, allowing individuals and organizations to master and implement the framework effectively.
HubSpot transformed digital marketing with Inbound Marketing, shifting businesses from interruptive advertising to value-driven customer attraction. Today, professionals can gain HubSpot Academy certifications to deepen their understanding and application of the methodology.
Toyota revolutionized manufacturing with the Toyota Production System (TPS), a methodology that has extended beyond the auto industry to influence lean manufacturing and operational efficiency across healthcare, technology, and more.
These brands became leaders in their industries because they weren’t just offering services—they were offering a new way to think about and solve problems.
Creating a Branded Methodology: How Namebrand Built XPD
Now, back to Namebrand — they had already built a reputation for high-quality, high-impact branded products, but there was a challenge: they needed a better way to communicate what they did.
The Industry Context
Their industry had a “standard playbook”:
Option 1: Cheap, mass-produced promotional products with little customization — Ex. the cheeky item handed to you at the tradeshow booth you immediately threw away.
Option 2: High-quality, yet rigid and expensive offerings with limited customization — Ex. the generic sweater vest every person who works in tech has regardless of the company they work for (you know the one).
Namebrand didn’t fit neatly into either bucket. Their work was high-end, custom, and unique—but prospects struggled to understand what that really meant because their offering was broad and complex, making it difficult to convey a clear, immediate value proposition.
The Insight
When prospects saw Namebrand’s work, they were impressed—but they couldn’t connect it to their own needs. A company in the banking industry would look at their work for Sony and think, That’s great for them, but we don’t do ‘cool’ things like that. Yet, they could and likely should.
The Solution: Experiential Product Design (XPD)
Instead of saying “we can do everything,” we worked with Namebrand to create a methodology—Experiential Product Design (XPD™)—to frame their process in a clear, structured way.
XPD made their value tangible.
It gave their sales team a clear story to guide conversations.
It helped prospects immediately understand how their approach applied to them.
It positioned Namebrand as more than a provider—they became experts in the minds of their potential clients — instant cred, if you will.
What XPD Looks Like
XPD is built on four key steps:
Concept → Define the goals, audience, and strategy.
Source → Identify and secure unique, high-quality products.
Design → Create custom, visually compelling product experiences.
Ship → Seamlessly manage logistics, fulfillment, and delivery.
This structured approach transformed how Namebrand talked about what they did.
The Results: What Happened After Namebrand Launched XPD
The results? It wasn't just some "fuzzy" thing their marketing department launched while every other department cringed. You know, the dreaded "Oh god, the marketing team is having another bike meeting."(thank you, Silicone Valley, #IYKYK). The results were something tangible and real.
Elevated Brand Perception → With XPD in place, Namebrand positioned itself as a premium, strategic partner. This shift led to partnerships with larger, more ambitious companies like Liquid Death and fostered more long-term relationships rather than being seen as just another vendor.
Sales Clarity & Efficiency → Sales conversations became much more effective. The structured methodology helped guide prospects to a better understanding, resulting in high-quality conversations and, ultimately, higher conversion rates.
Stronger Internal Culture → XPD became more than just an external-facing tool; it united the team around a shared vision. Every employee—from the front office to the warehouse—could now clearly articulate how and why they do what they do.
Streamlined Onboarding → The introduction of XPD revolutionized Namebrand’s onboarding process, allowing new hires to quickly grasp the company’s methodology and hit the ground running.
Conclusion: Why Every Brand Should Own a Signature Approach
The best companies often define a better way of doing things. A branded methodology:
Differentiates you from competitors.
Clarifies your value for customers.
Aligns your team around a shared purpose.
Final thought: What’s the signature approach that only your company can own? Defining and refining it could be the key to discovering new opportunities, setting your brand apart, and driving long-term success.
