The Connection Brand - A Conversation With Jared Latigo

Jared Latigo, is a husband, father, and Christ-follower, whose passion is doing things right, doing things intentional, and growing every day. He believes that we were all put here for an incredible reason, and that our passions are a gift that will allow us to fulfill a particular life plan. He creates insanely uncomplicated branding for professional speakers, coaches, and consultants and you can connect with him on: Twitter, or at

connection brand imageWhat were some of the biggest challenges you’ve had to overcome to get where you are today?

My story really starts back when I was 12 years old. I had some medical conditions that took away sports for me and that was everything I had ever known. It was during the next few years that I found the Internet as a way to trade my cards online (I was into Magic: The Gathering) and that slowly turned into web design. So here I am today as a freelance web designer and branding coach. That really set the stage for my love for creating and helping others get their messages out into the world.

Pick one thing in your life you may go back and do differently. What would it be and why?

I would have followed God’s plan much more closely during my teenage years. I made several mistakes that could have easily been avoided had I paid attention to what I knew right. The one thing I would do differently would most definitely be being obedient to His laws. That filters into every other part of my life.

What books have influenced your writing?

The catalyst for me to start blogging was Michael Hyatt’s Platform. Beyond that, Start With Why by Simon Sinek is the inspiration for what I do now and for my new book.

What is your favorite gadget?

It’s a tie between my iPhone and Macbook. That’s really the only gadgets I have though. The other Apple products are intriguing to me but I can do everything I need between these two. That’s a toughy but probably the phone which really should be an iDevice with a phone feature. I think I talk on the phone about 5% of the time.

Where did you get the idea for The Connection Brand?

Like I said, it was heavily inspired by Start With Why. I even reference that in the book as the starting point. The premise behind that book is “People don’t buy what you do, they buy why you do it.” (tweet this)

That coupled with my desire to create something completely new and unique to me is really where it came from. I also pulled from my experience with helping small businesses with their web design, which is really helping them brand online.

In your book, you talk about superpowers, can you tell us about your these superpowers and why they are important?

I like superheroes. That’s the reason I call them that but it also makes sense from a productivity standpoint. Too many brands try to do too many things at the same time and their messages get spread all over the board. If we can recognize that we need to focus all our marketing, messaging, etc., we’ll get much better results.

Aside from that, they are extremely important for creating deeper connections with our clients. The brands that have advocates are the ones that are succeeding today in this connection economy. Traditional advertising is losing it’s clout in the crazy loud marketplace so we need to figure out a way to go deeper with clients instead of wider. Hope that makes sense.

What is the key takeaway from this book?

Focus your marketing efforts on one particular super power in order to build deeper relationships with clients. That will then turn them into your best and most dedicated salespeople.

What are your current / future projects are you working on that our readers might want to know about?

Honestly, I’m covered up with the book launch right now. I’m also introducing a video series when you signup for my blog. It will walk you through the 3 super powers to help you get started. Long term, I hope to be offering a course for people to attend on building a connection brand and start sharing this information at events as a speaker. The best place to find out about all this is on my email list at

Lastly, the one thing I have tried to focus on for this launch has been that it’s not about me. I wrote the book but it’s about all of our messages. We live in a world where companies talk down to us and it’s our duty in this day and age to change that. The more we start to treat our clients like royalty, the better off things we will be years down the road.

Jared’s Book, The Connection Brand is being released today. Click here to get a FREE copy of Jared’s newest book, The Connection Brand.

Leave a comment below and let us know how you feel about connecting with customers vs. branding our business.


    • sespring says

      It is an honor to have you here and thanks for being open to doing the interview. I hope that all of my readers will visit your site, get a copy of your book, and figure out their superpower.

  1. says


    Thanks so much for featuring Jared. The superpowers section of the book is incredible and Jared has already helped me figure out what mine is - which is changing the way I’m working on my personal brand. What’s your superpower?

    • sespring says

      Thanks for stopping by. We are thrilled to feature Jared and The Connection Brand, and hope that it will help everyone discover their superpower. I am still working on discovering mine!

      • says

        Keep at it Steve. It’s important but you can make it happen. Just try to align with your personality as much as you can. That should give you good insight into where you can get started. Remember that it may morph itself over time as well. But your WHY will never change. Hope that helps!

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