In this episode, Duane Brumitt and Shihan Allie Alberigo discuss the critical importance of defining and communicating your brand message as a martial arts school owner (or any business). They explore how your message is more than just your style or art—it’s about the values, vision, and purpose that your school stands for. The conversation highlights: Understanding Your “Why”: Your passion for teaching martial arts (or any service) must align with your brand message. What do you want to achieve? This will help define your purpose and connect with your audience on a deeper level. Crafting Your Brand Message: Simplify and clarify your message. Whether you focus on leadership, family, or self-defense, your message should be consistent across all touchpoints—from your website to your in-class announcements. Tying Your Brand to Your Audience’s Needs: Knowing your target audience is key. What are their pain points, and how can you help solve them? If you're a family-focused school, for example, speak directly to parents’ concerns about discipline, confidence, and leadership for their kids. Storytelling: A powerful brand message includes storytelling. Sharing real-life success stories from your students or personal experiences helps make your message relatable and memorable. By the end of the episode, Duane and Shihan emphasize that to effectively communicate your brand message, consistency and emotion are vital. When you connect emotionally with your audience and reinforce your message at every opportunity, you create a lasting impact that can transform your school’s culture and success.