Welcome to Merchant Co.
The marketing world can be a relentless storm. Brands with a real value-system can navigate it with honesty, courage and connection.
Real Connection requires honesty.
Real Honesty takes courage.
VAlues is where to start!
Real Courage takes Values.
What’s a Brand Value-System?
And why do I need one?
Your brand is not a straight line. In fact, the more linear you try to be, the less flexible and authentic you become. Brands that thrive (personally) and create the most impact with people (publicly), are the ones that have a Value-System that are honest in their messaging, makes decisions with courage and offer real connection with people (not customers/consumers).
A Brand Value-System is a real-time filter that allows all of your design, development, marketing and promotional decisions to align with what matters to you. And this allows people to access what is true about your business or organization with confidence that their engagement is meaningful and valued.
The system itself is not a checklist. In large part it is more art than science. It takes honesty and courage to get real with yourself about who you are and address hindrances in connecting with people beyond their data collection and purchase history.
Services
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Graphic Design
Graphic design is probably the broadest category that exists in the promotion/marketing realm. It’s also the easiest to lose traction with. Your ValueSystem helps you define your heading, your values fill your sails, and your design work navigates both freely and functionally (and in style).
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Web Design & Development
Your website can make or break your reach. More than a landing page or a window into your business or organization, your site's design and functionality has the potential to invite people to explore, consider a change, get involved or invest in your solution.
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Video Production
Video remains the most powerful tool in reaching and connecting to people. When you operate out of a value-system and you’re thoughtful about your placement, you will find your people (we don’t call them audiences).
I’m Jared. I’ll be your navigator.
Authenticity is the highest value that I hold. I didn’t call it that for a long time, but, authenticity was always what it was. I operate from this place myself and it is my chief desire to help others around me to feel the courage and freedom to operate from it as well. So, that is what I am here to help you navigate.
There is always a cost when you’re honest, and the cost can mean your ROI’s, KPI’s, CPA’s (you get the point) are impacted. If you’re willing to risk it in order to gain the real dividends from it, you’ll find the reward to be of significantly more value.
My personal details: My family and I live in Norman, OK. I have been in creative services and marketing for over 15 years in screenwriting, film, music, brand, every kind of design, web, video; among others. I even had a year as a StoryBrand Guide (which was a great experience). Altogether that looks like an ADHD professional (fair enough), but, what it has produced is the capacity to enter in to dialogue and offer insight and direction in ways that most industry professionals can’t offer.
// Brand Value-System
Vision and Mission are not enough.
Brands that are honest, courageous and operate from what they believe and who they actually are, begin from a stronger place: what they VALUE. Vision and Mission will get you on the road but they won’t keep you there.
Your VALUES are what allow you to navigate everyday decisions at a retail or employee level as well as company-wide structural changes. They also motivate your choice of platforms/software, signage, and the obvious promotional campaigns.
I’ve worked with businesses and organizations across a myriad of industries. The hindrance that I have discovered in most (if not all) of their initial approach to their brand and marketing is that they operate from VISION and that extends into the accomplishment of their MISSION. They see where they want to be, what they want their customers to encounter and how they want to compel them to engage. This is what the marketplace and the marketing world has taught us. Vision, Mission, Values. That is the way it works…right? But in the day to day work of promotion, it’s normally just meetings, campaigns, sales, stats and revenue. What is valuable is oftentimes, missing.
The Honest Company
Founded in 2012 (Image ©)
It’s in the name. The Honest Company has committed itself to family wellbeing, safety, and transparency, making trust central to both the company and its marketing efforts. As a company, they offer a welcome change to parents who want a choice in what they buy. They start from transparency and care.
Bombas
Founded in 2013 (Image ©)
Bombas emphasizes care through comfort and giving, turning a simple essentials brand into one that feels generous and socially minded. Buying becomes blessing. With 200+ Million items donated, this solidifies a message that purchase and purpose can go together.
Influencer & AI Statistics
Marketing has changed. Or Has it?
%
of consumers make at least one influencer-driven purchase per year. This isn't a niche channel. It drives real buying behaviour at scale.
There is a complete overhaul that has been happening in the marketing and creative services industry. How do I know this? Because a kid with a phone can sell more of your product or services than the agency that you have on retainer (for a lot of money). 64% of consumers are most likely to engage with genuine, unbiased influencer reviews. That was in 2024. It’s changed even more dramatically with the growth of AI Platforms & Tools. Anyone else feel like you’re not able to catch up? You’re not alone.
The tendency is to read these stats and immediately think “We need to start DOING THAT!” This is why a value-system is crucial for you. You don’t live in responsive mode. You already know who you are. Your platform and marketing choices come from that place. Could an influencer help you? Maybe. Can AI solutions make things more efficient? Probably. But you start from honesty, courage and connection. That determines and moves these options.