The H2O Branding Formula (1)

I used to think branding was just a fancy excuse for corporations to justify their marketing team budgets. And honestly, I was right.

In most cases, "branding" ends up trapped in polished presentations, catchy quotes on office walls, and overpriced workshops where teams labor over company visions, missions, and claims, with little to show for it.

My mission is simple: stop you from wasting time and money on ineffective branding. Whether you're a CEO, content creator, startup founder, or entrepreneur, I'm here to help you #StopWastingMoneyOnBullshitMarketing.

Let's dive in!

The Branding Paradox 

Here’s the thing about branding that most "experts" won’t tell you: we’re all wearing masks.

I don’t know about you, but I try not to fart when I'm running a workshop (trying doesn't mean I always succeed, by the way). I choose to dress a certain way (for years, I always wore an orange scarf), I tried to hide my Italian accent (big mistake, I later discovered), and most importantly I choose which stories to share.

This selective presentation isn't fake - it's focus. 

And that's exactly what good branding is.

Unfortunately, branding isn’t just what you choose to show your audience (that would be too easy). It’s the opposite. Here’s the coolest - and most frustrating - part about branding: you don’t control it.

Your brand exists in their minds, not yours
Branding is what people remember and share about you or your company. That’s why focus becomes critical.

Because you have many passions, because your company is a mix of what all your people do and say, you need to create order. You need to choose what to show and how.

You have to make sure your audience is watching one movie, not ten.
Ask a friend to describe the plot of their favorite movie. They’ll miss 90% of the details. People can barely remember the stories they love - how can we expect them to remember ours if our story isn’t colorful, doesn’t create a strong contrast, or worse, if it’s actually a hundred different stories instead of one clear narrative?

The H2O Branding Formula

This is where the H2O Branding Formula comes in. 

Stay consistent. 

Stay focused.

Stay one story. 

And do it while you're growing, hiring more people, and even if you're already an XL company.

What follows is a simple, step-by-step guide to using the H2O Branding Formula and increasing your chances of becoming the no-brainer choice for your customers.

BEFORE WE START

Do you know what Brand is not? (You should.)

Branding is not about crafting a clever claim, writing your mission or vision, or ticking boxes in a brand manual. And honestly, it’s probably not a bunch of other things I’m forgetting right now.

The H2O Branding Formula will help you find your center. It’s like putting your brand on the analyst’s couch.

But don’t expect a magic pill. This is about clarity. And commitment. Actions.

A SHORT INTRO
Can you describe a company with just one adjective? Sometimes, it’s possible. Ryanair = Cheap is a perfect example. But most of the time, it’s not. Try with Fiat, for instance (and no cheating - "Italian" doesn’t count.).

This happens because most companies don’t actually have a brand. We tend to think that high-earning companies must have a brand, but often, they’re just great at being profitable. 

If you want to define your Brand DNA and start the long (and sometimes bumpy) journey of building a real brand, you need to identify three elements:

• The Oxygen of your brand: that single adjective at the core of everything you do.
• Two molecules of Hydrogen: what keeps your Oxygen from vanishing into thin air in milliseconds among all other brands out there and what amplifies its strength among all the noise out there.

• No rocket science here: step 1 it is exactly what is sounds. You have to find that single adjective that represents the oxygen of all your brand.
• This doesn't have to be unique. What will make your brand unique is the combination of all the 3 components and your actions.
• The most common mistake here is confusing branding and your Oxygen with describing what you do. It is like saying describing Ryanair with the world "airline"

You have to focus on the adjective that describes the way you do what you do.

Let me give you some examples:

• Your Oxygen will vanish instantly without two strong others molecules (adjectives)
• In other words, your identity can't be described with just one word or adjective. You need to complete it with other two pillars. It is the mix of the 3 molecules that will define your unique DNA.
• Why 3? Try to describe to me a friend of yours. Will I be able to picture him or her with just one adjective? You could but most certainly I will not be able to visualize him or her without some other details.

Take one of my best friends Enzo, for example: he is mainly "calm" but also "knowledgable" and "funny". So he will talk to you about all he knows with a calm voice. And what about his jokes? Because he is mainly calm, you can imagine his way to be funny is closer to the so called British Humor.

• In other words, if you want your brand to be visible, you need to turn it from "gas" to a more solid - but still essential and fluid - to "water".

Let's have a look at some examples:

Nike

Oxygen: Empowering
Hydrogen 1: Bold
Hydrogen 2: Athletic

Nike empowers people to push their limits. Its bold attitude and athletic roots give strength and credibility to that empowerment. Without them, it wouldn't feel as real or motivating.

IKEA

Oxygen: Practical
Hydrogen 1: Democratic
Hydrogen 2: Minimalist

IKEA is practical at heart, solving everyday problems with ease. It's the democratic approach (design for all) and minimalist aesthetic that make its practicality truly accessible and appealing.

Tesla

Oxygen: Visionary
Hydrogen 1: Disruptive
Hydrogen 2: Futuristic

Tesla's visionary nature is more than imagination. It's made powerful by its disruptive mindset and futuristic style. Together, they turn vision into reality.

Coca-Cola

Oxygen: Optimistic
Hydrogen 1: Iconic
Hydrogen 2: Familiar

Coca-Cola is deeply optimistic, radiating joy and connection. Its iconic status and familiar presence worldwide make that optimism believable and contagious.

Amazon

Oxygen: Relentless
Hydrogen 1: Efficient
Hydrogen 2: Ubiquitous

Amazon's relentlessness is amplified by how efficient and ubiquitous it is… it's not just driven, it's everywhere and it works, all the time.

Disney

Oxygen: Magical
Hydrogen 1: Heartfelt
Hydrogen 2: Imaginative

Disney feels magical because it's deeply heartfelt and richly imaginative, a mix that brings emotion and wonder together in a way that truly enchants.

• This is not actually the final step, but the beginning of hard work. As I said earlier, this formula will help you crating your brand. What will make your brand are the actions, the choices, the testimonials, the everyday experiences your clients will face.
• This is why the H2O Branding Formula is so important. It will help you create a document that will become your Bible. A document that - if actually used and incorporated into your processes - will save you and your companies to evaporate.
• Your marketing and communication tema, your product owners, PR, customer services and any other departments of your company will be responsabile for your brand. With the H2O Branding Formula you will be able to speak with one tone of voice while preserving your people different characters.
• Inside the H2O Brand DNA Playbook you have to include:
  - A short story of your company
  - Your H2O with a clear and simple explanation of each of them
  - A vision and an enemy board
  - Examples of aligned and not aligned pieces of communication (eg. social media posts, newsletters, graphics, and more)
  - Your Tone of voice guidelines
  - and more

END OF PART 1

The H2O Branding Formula - Part 2