Ep. 56 | The Power of a Strong Identity: What Texas, Dr Pepper, and Branding Have in Common

podcast Jun 04, 2024
Rebecca Peterson Studio | Brand + Website Design
Ep. 56 | The Power of a Strong Identity: What Texas, Dr Pepper, and Branding Have in Common

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Hey everyone! The latest episode of Aesthetically Speaking dives into one of my favorite topics—branding! We explored how a strong identity can make a massive difference in your business, using the fascinating examples of Texas and Dr Pepper. If you missed it or want a quick recap, this blog post is here to catch you up and give you actionable insights to fortify your brand.

The Lone Star Identity

Let's kick things off with the great state of Texas. When you think of Texas, what comes to mind? Cowboys, big trucks, TexMex, and that undeniable Texas pride, right? Texas has a strong identity, and while some perceptions might be a bit exaggerated, there's a reason why the "Don't Mess with Texas" slogan is so powerful.

Visual Recognition

Texas excels in visual recognition. The shape of the state is iconic. From bumper stickers to logos, that simple, recognizable shape has become a symbol of identity. What about your business can be that recognizable? Maybe it's a unique logo, or a specific color scheme that screams "you."


Messaging is another area where Texas shines. Slogans like "Don't Mess with Texas" aren’t just catchy—they communicate values and pride. They resonate deeply with Texans. What’s your business’s slogan? How can it succinctly convey your values and what you stand for?

Dr Pepper: A Case Study in Unique Branding

Now, let’s shift gears to another Texas gem, Dr Pepper. This beloved soda has a fascinating history that offers important lessons in branding.

Standing Out

In a market dominated by Coke and Pepsi, Dr Pepper carved out its niche by emphasizing its uniqueness. "I’m a Pepper" became a call to individuality—drink Dr Pepper if you see yourself as unique, one-of-a-kind. In your business, find what makes you different and own it.

Consistency and Tenacity

Dr Pepper's messaging was consistent and bold. Their "I’m a Pepper" campaign, backed by celebrities and clever ads, was a long-term investment in their brand identity. Similarly, your branding efforts need consistency and time to build a strong connection with your audience.

Translating These Lessons to Your Business


  • Choose Signature Colors: Pick 1-3 main colors and use them consistently. Think Coca-Cola red or Texas’s red, white, and blue.
  • Logo: Your logo should be your flag; it should be simple, recognizable, and omnipresent.
  • Imagery: Choose images that align with your brand's personality.


  • Develop a Strong Slogan: What is the essence of your business? Craft a slogan that captures this succinctly.
  • Use it Everywhere: Your slogan should be on all your marketing materials, from emails to social media posts.
  • Tell a Story: Create an identity for your customers. What does it mean to be your client? How can you celebrate them and build community?

Permission to be a Try-Hard

Don't be afraid to show your passion for what you do. If you believe in your product or service, talk about it—often! Show your audience just how much you care, and they will start to care too. Authenticity and effort are not just admirable; they are contagious.

Give it Time

Remember, Rome wasn't built in a day, nor was Texas's strong identity. It takes time to build a brand, so keep at it, and don't get discouraged if it takes a while to see results. With the internet at your fingertips, you have a powerful tool to speed up this process, so use it wisely.

Building a strong brand identity involves consistency, unique visuals, powerful, clear messaging, and tenacity. Learn from giants like Texas and Dr Pepper, and apply these principles to your business. 

If you're ready to elevate your brand, don't hesitate to reach out—let’s make your business not just a name, but an identity people proudly associate with.


Work with Rebecca:


Welcome to Aesthetically Speaking: The podcast for all things branding, design, and aesthetics for women in business.

On this show we’ll discuss the strategies that make brands of all sizes massively successful. I’m Rebecca, a brand strategist and designer and my sister, Abby is a lawyer with no design experience, here as my co-host! 

Have you ever wondered how to create a brand so cohesive people can recognize it a mile away, no matter where they see it? Do you ever struggle to capture the attention of your ideal client and KEEP it with a compelling brand and message? Are you ready to stand out as a unique and valuable service provider regardless of how “saturated” the market is? Aesthetically Speaking is for you!

We believe that your brand is the most valuable asset in your business and should be your greatest investment. As moms and entrepreneurs, we know how to use branding to put your business in front of the RIGHT people, get them EXCITED about your offer, and help your brand BLOW UP online, so you can make more impact *and* more money.

Every TUESDAY, we’ll discuss a unique branding challenge and analyze different aspects of creating a unique and high-value brand for YOUR business.

Thanks for reading!
♡♡♡ Rebecca


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