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This Way Please: How to Build a Brand People Love

This Way Please: How to Build a Brand People Love

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This Way Please: How to Build a Brand People Love

150 pages
1 hour
Dec 4, 2017


Building a successful brand in this cluttered world is a battle for the heart. Just think of all the successful brands you know. I bet they’re brands who’ve fostered a deep affection from their tribe. They’re not simply brands with the largest advertising budgets, the savviest slogans, or the largest social media followings. They are the brands who’ve built the deepest bonds.

In this timely and practical book, Darryn Altclass invites you to cultivate long-lasting devotion by focusing on timeless brand qualities that people love. These qualities are not gimmicks or quick fixes, but traits that have always mattered to human beings, and always will.
Dec 4, 2017

About the author

Darryn Altclass is a practitioner with direct, current experience in initiating and developing the incarnational approach in difficult social settings in Australia.

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This Way Please - Darryn Altclass

First published 2017 by Darryn Altclass

PO Box 907 Gymea NSW 2227


Copyright © Darryn Altclass 2017

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, scanning, recording or by any information storage and retrieval system, without the prior permission in writing from the author.

Print ISBN: 978-1-54391-707-9

eBook ISBN: 978-1-54391-708-6

Cover Design: Paul Hanna

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This book is for you

Dedicated to those who’ve worked tirelessly

in the pursuit of building a brand that matters.

And to all those who plan to.

Table of Contents


This way please

Build a brand that matters

Nine timeless brand qualities people love

Attention and love

The benefits are endless

Nine brand qualities people cannot resist

1. Significant

How to shine in a cluttered marketplace

You need to know why your brand matters

Fuss over your why, not your how

Why does your brand matter?

When passions connect

Find out what matters and offer it

2. Heartwarming

All buying is emotional

Triple down on emotion

Embrace a cause

Support the community

Be ethical and environmentally responsible

Be good to your staff

The customer is always right, even when they’re wrong

3. Helpful

Give it away

Ask yourself—what is helpful?

Provide helpful content

Have a helpful sales process

It won’t happen overnight, but it will happen

4. Generous

Be surprisingly generous

Generosity gets people every time


Recommend your competitors

Miracle On 34th Street

You are only limited by your imagination

5. Convenient

Our convenience culture

Convenience is relative

Minimise friction and maximise smoothness

What if you want your brand to be exclusive?

Invest in convenience

Inconvenience stores

6. Interesting

Can anyone be interesting?

Act your way into it

What makes a brand interesting?

Invest in yourself

7. Personal

Pay more attention

Get to know your tribe

Personalise communications

Personalise gifts

Personalise recommendations

Be responsive

Stay in touch

Whoever gets closest to their customer wins

8. Attractive

People love brands that notice them

People love to be associated with things that look good

Outward appearance equals inward significance

Is the investment worth it?

9. Patient

Moving at the right pace

No-one likes to feel rushed

People are on a journey

Offer value first

The genius of plodding

Take the time to build something people love

A Battle for the Heart

Motivated by the heart

One-to-one, or one-to-many?

This way please

Abraham says hi


It’s true, I cannot do anything by myself.

I rely on surrounding myself with incredibly generous and gifted people who make everything I do look so much better than if I did it by myself.

A heartfelt thanks to the following people who have lent me their skills, advice, and most importantly, encouragement. Thank you for believing in this project.

Paul Hanna, Maura Bedloe, Corry Altclass, Karen Sell, Sophie Webb, Joel Warren, Georgia Black, Mark Kuilenburg and Tom Smith.

And to my three kids, who every time they saw me working on this book said:

It’s looking good dad!

This way please

The heart has its reasons, which reason knows nothing of.

Blaise Pascal

At 4.30am one dark Monday morning, the taxi I’d ordered to take me to the airport pulled up in front of my apartment building. I opened the back door, flopped into the seat and we pulled away from the curb and into the pre-dawn quiet of Sydney’s streets. Immediately, the cab driver smiled at me, introduced himself as Abraham, and struck up a conversation.

He was chatty.

Marvellous. I thought.

All I wanted, at that unholy hour, was to be home in my warm bed, not speaking, and certainly not hurtling towards the airport with a talkative taxi driver. But I was raised to be polite, and so Abraham and I talked for the entire 25 minutes of that drive.

When we arrived at Sydney Airport, I took out my credit card to pay the fare. Without taking it, Abraham asked:

When are you coming back?

Tonight, I said.

I’ll pick you up, he replied, so you don’t need to wait in line for a taxi. And you can pay me then.

As I attempted to process this surprising offer of service, Abraham continued:

Do you like Lebanese food? Without waiting for my reply, he said, I will have dinner waiting for you.

At this point, I wasn’t sure whether he was joking or not. But, I went with it:

Ok. I said. See you tonight.

And Abraham sped off into the early morning Sydney traffic.

When I returned to Sydney that night, there he was—my chatty cabbie, waiting for me. He was dressed in a suit and had a big smile on his face, as though he was welcoming home a close relative. And he had brought enough delicious-smelling homemade Lebanese food to feed my whole family three times over.

That was six years ago.

Since then, obviously, I use Abraham whenever I need a taxi. And so does my extended family, and many of my friends. In fact, Abraham has developed such a strong customer base that he is almost always booked out.

Now, each time I get off a plane and into Abraham’s cab, I feel at home—long before I arrive at my apartment. For that, I’d pay a premium. His brand is just too good to ignore.

It’s a great story, right? But let’s think about this a little.

If ever there was a cluttered marketplace, it would be the tangled, beeping world of Sydney taxis. Sydney has the greatest number of taxis per person in Australia, and now with the growing number of Ubers, you have an extremely competitive environment. If your heart’s greatest ambition is to start a taxi business, find somewhere else, because there’s just no room for you here. And yet, Abraham has managed to create a specialised service in a commoditised and cluttered market. He has no website, no social media and no email list. Abraham has none of the modern-day essential tools we associate with building a brand in today’s world. He does not even have a logo! But, he has people lining up to use his service and he has more than enough work to support himself and his family.

Build a brand that matters

Whether he realises it or not, Abraham has created a brand that his customers have connected with deeply—a brand that matters and makes a difference in their lives. A brand they love.

We live in a time where more and more people are creating their own brands. With incredible technology at our fingertips, and previously unimagined access to the global marketplace, starting your own brand has never been easier. You can start with an idea on Friday, build your brand assets over the weekend with services like Upwork and Squarespace, and start selling on Monday.

But at the same time, the world has become cluttered, the competition is more intense and people’s expectations are much higher. And so, while starting a brand has never been easier, building a brand people love has never been harder. But there is a solution. Build a brand that matters.

In this new era, brands that are leading the way foster a deep and long-lasting relationship with their customers built on the foundation of the things people love. These leaders are dedicated to building a brand that truly matters to people and, ultimately, a brand their customers will be loyal to and love.

Nine timeless brand qualities people love

When it comes to creating a brand, you have a choice. You can either go in hard with fads and trends to seek instant popularity, or you can concentrate on enduring qualities that people will always care about. The nine qualities described in this book are timeless. They’re not gimmicks or quick fixes, but qualities that have always mattered to human beings, and always will. They’re characteristics that used to be more common in business, that were fundamental to great brands people cared about. They’re qualities we should never have forgotten.

In his book Rework, Jason Fried sums this up

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