The Clean Truth: What You Sell Isn’t What They Smell

A Brand Lesson From an Unexpected Place

I just figured out the best and easiest way to explain what a brand actually is — and what it really does.

Black Friday, Big Brands, and Brain Conditioning

Late on Thanksgiving night, sliding into Friday morning, I was scanning Amazon for Black Friday deals. I didn’t need anything. I was just scrolling their “Lightning Deals” the same way we all do this time of year. It’s amazing how big brands condition us to simply show up — but that’s another topic for another time.

As I scrolled past timers counting down — 12 hours, 2 minutes — one deal stopped me.

Mrs. Meyer’s Clean Day Hand Soap.
Three bottles.
Ten bucks.
Done.

Now, you might think this post is about the Mrs. Meyer’s brand. It isn’t. (Another topic. Another time.)

I ordered it instantly.

It showed up in under twelve hours.

And again — no, this isn’t about Amazon’s speed or their “free shipping” brand halo either. Wrong again.

But something happened next that I didn’t see coming.

6 A.M. — And Everything Shifts

6:00 a.m.
Package arrives in its (er-um) —
Carbon-neutral, eco-friendly box
(and why wouldn’t it be).

My excitement is nearly overwhelming.
Apparently ‘almost 60’ is the age where life shifts, and packages showing up before sunrise — they matter.

But, who knows. Maybe it was the killer bargain — three for ten bucks.

Honestly, at this age — I couldn’t even remember what I ordered.

But… this is where the whole thing shifted.

The Moment My Brain Lit Up

Picture it in slow motion… me — Billy, feeling my brain fire off a brand association.

I look at the label.
“Iowa Pine” — Limited Edition.

I unscrew the pump, take a deep breath, and let the piney, almost Christmas-like scent dance in my nose.

I pause with a slow, deliberate exhale.
For a moment, I’m transported to thoughts of my buddy Steve.

Enter: Steve — The Limited Edition Human

Steve Hinricks — magician, longtime Vegas performer, the guy behind the AbraCornDabra magic convention (of course, because it’s Iowa).

Just like this soap, Steve is a “Limited Edition” when it comes to being a good soul.

After the pandemic, he found himself back on the family property, taking care of his mother, back home in Iowa.

I follow Steve on Facebook.
I always associate Steve with Iowa.
Iowa with Steve.
And now?
Mrs. Meyer’s Iowa Pine with both of them.

This Is How Brand Associations Are Born

For the average person, this moment means nothing. But for me? This scent just became a permanent brand association. Every time I smell something pine-like — or pick up a Mrs. Meyer’s product — my brain is going to fire off the same set of neurons:

Remember that morning.
Remember Iowa.
Remember Steve.
Remember that one night on Amazon.

That is BRANDING!

You can’t escape it.
Branding is everywhere — good and bad.

You Are a Brand (Yes, You.)

And here’s the kicker: you are a brand.

Steve just became part of a brand association, whether he knows it or not. He can’t control my experience — and he can’t undo it.

What Branding REALLY Does

So let’s circle back to what a brand is and what a brand actually does.

Sure, brands exist to make money. But the real power of a brand — psychologically — is creating awareness and top-of-mind presence. The best brands don’t just exist. They live rent-free in your brain. You mention them when they’re not in the room. You talk about them without trying.

Amazon.
Apple.
Google.
Mrs. Meyer’s Clean Day from Thanksgiving weekend.

Great branding is always bigger than the brand itself. It creates emotional moments that live alongside the brand. The product or service becomes a byproduct of the experience you associate it with.

It All Comes Back to One Question

And whether we’re talking about a business or a person, it all comes back to one question.

What experiences are you creating that let people remember you for more than just who you are or what you do — deeper than surface level?

Try This on Yourself

Alright… wanna have a little fun?
Then lean in for this…

If you were a smell, what would you be — and why?

What would people assume about you… if your mouth stayed shut?

If someone had to describe you as a texture, by touch alone, what are they getting?

Why This Matters

These things matter.
They shape how people talk about you (as a brand) when you’re not in the room.

Get them right, and people remember you for the best reasons.
Get them wrong… and well… you’ll see.

Now I want to hear from you:
What everyday detail (a smell, a sound, a texture) instantly brings someone or something to mind?
Drop it in the comments — these moments matter more than we think.

And if you found these insights helpful, I encourage you to explore the other articles and resources available right here on the Branding For Entertainers site. There’s plenty more to discover that can support you on your journey – feel free to browse around when you’re ready.