Think you’ve got your branding figured out?

I thought I did—until I learned something very important from my friend and mentor, Steve D. Sims.

Steve’s not just someone who talks about branding; he’s someone who lives it. He’s built a reputation as the guy who makes the impossible happen. And his lesson on branding hit me like a front kick to the chest.

Here’s what he taught me:

Branding isn’t just a logo.
It’s not a tagline.
It’s not even a flashy website.

Branding is a feeling.

It’s what people say about you when you’re not in the room.

Are You in Control of Your Brand?

Steve challenged me with a simple question:

"Are you in control of your brand?"

It made me stop and think about how my studio shows up online, in the community, and even on the mat.

He gave me this exercise: Google yourself.

What comes up?

For martial arts studio owners, that’s a powerful question. Is the first result your website? Is it your glowing reviews? Or is it something you’d rather not have repres...

Your Brand Is More Than a Logo—It’s Your LegacyIn the world of martial arts studio ownership, your brand is everything. But here’s the twist—it’s not what you say it is. Your brand is what your students, their families, and your community believe it is.

As Jeff Bezos famously said, “Your brand is what people say about you when you’re not in the room.”

That’s why no amount of flashy merchandise, clever ads, or viral videos will compensate for a weak or inconsistent brand. At its core, your brand is a reflection of the experience you deliver on your mats every single day. It’s the way your students feel when they walk into your studio, the lessons they carry home, and the confidence they build over time.

If your branding is cohesive, your marketing becomes a powerful tool to connect with your community. But without it? Your efforts risk becoming noise that fades into the background.

So, how do you build a brand that reflects your martial arts excellence and creates loyalty that lasts...