AP 1141: How Do I Organize My Multiple Brands and Projects So They Make Sense?

AP 1141: How Do I Organize My Multiple Brands and Projects So They Make Sense?

Pat Flynn:
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Pat:
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Pat:
What's up everybody Pat Flynn here, and welcome to episode 1,141 of AskPat 2.0. You're about to listen to a coaching call between myself, coaching an entrepreneur just like you. And today, I would love to introduce David to you from TDWellness.com. And he is a registered dietician, nutritionist, and certified exercise psychologist. And he's got a couple of things going on and we need to figure out how to organize them. There's some branding that we're going to be talking about. There's some organization that we're going to be talking about, and this is very relevant because as you continue to start and grow your business, you're going to come up with these things that, on the surface, and initially you're going to feel like very tough decisions. And then hopefully you can hear how we kind-of dive in and figure things out together so that you can figure out your things too.

Pat:
I'm excited because we have a lot of discoveries here with David today. So again, you can check out David at TDWellness.com. What is the TD stand for? Well, you'll find out. Going to stick around? Well, you will find out. Here we go. Here's David from TDWellness.com.

Pat:
David, welcome to AskPat 2.0. Thanks so much for joining us today.

David Orozco:
Hey, Pat, man, it's an honor. I'm really excited to do this session with you and really, really pleased that you had me on.

Pat:
Well, this'll be a lot of fun. Why don't you tell us a little bit about who you are and what it is that you do?

David:
Excellent. So I'm a registered dietician nutritionist, and I've been in practice, my practice is called TDWellness.com and the name actually came from my wife. That's what the T stands for D is David. So Trisha David.

Pat:
I like it.

David:
But my wife's not in the business. She actually hasn't been in the business since we started, but I've been in practice now for about 14 years. And the vast majority of the work that I do is nutrition counseling. So I see people in the office. Now with COVID, everything is online, so everything's virtual. And I think I'm pretty good at what I do. I do something a little different. I started out with traditional working with diets and getting people to lose weight and helping out. But I learned early on that there was this recidivism, there was this constant stop start, stop start. And what I mean by that is that people would drop off.

David:
So I learned about intuitive eating and that rocked my world. And so I became more of an anti-diet, compassion driven, nutrition based. So oftentimes when I get clients and I say to them, look, I'm not going to really help you lose weight, what I'm going to help you do is really get a hold of your health and your life through nutrition. And so a lot of people want that quick fix. They want that quick diet. They want that meal plan, and I've been there. I've done that. I actually still have meal plans, but that's where the business is right now. And so I started a podcast, which your course, phenomenal, Power Up Podcasting. I started my podcast in January. I think I'm doing okay. Catching a rhythm, getting a little understanding about that, but that's kind of where I am right now.

Pat:
Good. Excellent. Where can people go and find the business online in case they're interested in finding it?

David:
Awesome. So TDWellness.com and the podcast is onesmallbite.net.

Pat:
onesmallbite.net and TDWellness.com. Cool. Thanks for that. So just what's on your mind these days?

David:
Great question. And so I was taking notes and I was thinking through this, and one of the things that I really am struggling with is, do I rebrand? Do I combine the name? Do I call the business One Small Bite, because really, my passion is in the One Small Bite. That's really where I'm going with this. And I'm even starting to write a book and I started using your friend, Azul Terronez and-

Pat:
Writing a book?

David:
Yeah. He's phenomenal and it's been a great journey, but everything is tied into One Small Bite and things keep going back and forth and I feel like it's confusing. So the rebranding though is going to be a challenge because 80 percent of my business, 85 percent of my business is insurance-based. And to redo everything with insurance is a huge, huge task that Medicare, all the private insurers and stuff like that. And so rebranding is really, really tough not to mention all of the branding stuff.

Pat:
Right, right, right. All the assets and whatnot that's been created, including, and those of you listening, can't see this right now, but you have this giant banner behind you. It says TDWellness.com, like that would have to change, all those assets. Tell me more on the positive side, like what brought on this idea of rebranding? What do you envision it would do for you?

David:
I think that One Small Bite is more in line with what I do with clients. Like I mentioned a little while ago too, there's an anti-diet approach, a compassion driven approach to nutrition and TDWellness just is very, very vague. It doesn't really denote nutrition, even though One Small Bite doesn't either directly the bite part is what captures the nutrition.

Pat:
Right.

David:
And so I feel like that's one big piece. The other piece is my wife is not part of the business at all. She has a career, a great career, and she's a dietician as well. So nutrition is a big piece of our lives, but she's just not part of the business. So I feel like, I don't know, it's not that I don't want her in the business and I don't want the name. It's just that I don't think it really denotes what the business is.

Pat:
Would there be any consequences of not rebranding? Would this not cause any terrible problems should you choose to just continue on the way you are doing? I'm just trying to gauge like how A, intentional, but also B, just how much of a pain is this for you to just still hang on to the old brand.

David:
That's a good question.

Pat:
Because it makes sense on the surface, right? It's like, Oh, why wouldn't we want to rebrand? But at the same time, it's like, is it worth the potential paperwork, but headaches and whatnot to do that? Could you still build a successful business? Can you still reach your goals with what you have now?

David:
It wouldn't cause any major harm. I just fear or feel like the two names, the two brands are confusing. And I remember listening to a podcast with another, on AskPat, you had someone similar. She had two businesses, a podcast with a different name and a business with a different name. And I think she did stuff with Facebook marketing or something. And I remember you told her she could keep both, and I thought about that for a while. It was like, because that episode's been around for a while now, maybe a year, year and a half ago.

Pat:
Well, that's kind of where I was trying to see if what your thoughts were about that. But it sounds like that may not be the right answer for you.

David:
I don't know. But I see where you're going with this. I can make the business with TDWellness and One Small Bite. I'm doing it right now.

Pat:
You are, you are. And TDWellness becomes whatever it is. I think you are, honestly I'd had no idea that it had anything to do with your wife's name and your name. It was just, that's what you called it. And it could become something else. It could be Total Determination Wellness, right?

David:
That's a good point.

Pat:
It could be something like that, because with SPI, we've actually rebranded Smart Passive Income. It's still smartpassiveincome.com, but we've truncated it to SPI. And we talk about now, our language has changed, it's SPI. And SPI has become what SPI has become. It's just become the thing. And I think it's just internally, you know that it's your wife and it's like, well, she's not, that's actually where you started. You're like, "Oh, it stands for my wife's name, but she's actually not in business." And I'm like, okay, but the business is doing amazing things to help transform people's lives. With TD, and I don't know if even your clients might even know what the T and the D actually stand for.

David:
No, most people don't even ask.

Pat:
And you know, like with One Small Bite, I love One Small Bite, by the way, I think that's a beautiful phrase. I think it's a beautiful brand inside the brand that you have. And so One Small Bite can become the title of everything. It just happens to be owned by and controlled by TDWellness. TDWellness can maybe take a more of a backseat, but you don't have to technically change things. Your company name can still be TDWellness, but what everybody starts to see based on what it is that you choose to have them see is One Small Bite. And you know, you're probably going to become, it's going to transition just by you naturally when the book comes out and with the podcast already just, oh, One Small Bite. David with One Small Bite and yeah, my company at TDWellness, One Small Bite, lives under that as well as this other new thing that we're going to do and this other new thing that we're going to do. This would also give you a little bit more freedom to treat TDWellness almost as the umbrella company to these other things that you might be creating on a more exhilarating fashion.

David:
I really like that a lot, Pat, that's brilliant because it really then just propels the dream of where I want the business to go. And you can see there's this umbrella and there's this grander component to the business. I love that. I really, really do love that. I do have a question though. I do have a website for both, like I mentioned a little while ago. On the OneSmallBite.net website, I really just put the podcasts on there. I really don't do anything other than the podcasts. On the TDWellness.com side, I have everything about the business though. Am I shifting that over at one point?

Pat:
It's going to consolidate, I honestly think it should consolidate, but again, brand names don't need to change. It's just what you choose to show people as you're creating. And so I can imagine, I'm imagining that the TDWellness website is the one that's more populated, right, right now with all the business stuff and clients signing in and whatever. So I can imagine that TDWellness.com could potentially just be onesmallbite.com, but it just looks like how it is now. And then the podcast just becomes a category within there. And that way anybody who discovers your podcast and when you tell them to go to onesmallbite.com/five, for episode five, they land where the podcast is. They see the show notes there in your podcast, but then they're like, oh, here's all the business stuff that involves David and his work already.

Pat:
And I think no matter where we were going to go with the branding, that it should have been consolidated one way or another. And I think that would be the easier thing to do is to bring the podcast over and just inject it nicely on there. And maybe the name of the domain changes if you'd like to keep that domain and that becomes a sort of phrase that you use all the time, onesmallbite.com. That has a nice ring to it off the tongue. And just so happens that, on the about page, hey, we started as TDWellness, but now it's taken on this other life and at the bottom, copyright TDWellness. And that's a trademark that I'm sure you have and whatnot. And that still matters just like Flynndustries, that's my umbrella brand, but it's just, I don't talk about that. And I don't share that anymore. I really never have. But One Small Bite is my Smart Passive Income and TDWellness is Flynndustries and TDWellness can sort of just sit on the back burner for the legal stuff, which is why I have Flynndustries and One Small Bite is going to take a life of its own on top of that.

David:
I really like that, Pat. I mean, that's, yeah. I have heard you talk about Flynndustries before and I thought, yeah, I mean, how do I get there? What do I do? I never even put TDWellness as a thought to that, but even thinking about how the broader reach of TDWellness, it still has Trisha's name in it. And that gives me a lot of joy and pride.

Pat:
Yeah. There you go. I was going to say like, she's a part of you. And together, she is much, although she's not "in the business," like how my wife, April's not "in the business," she's absolutely important to the life of the business because she supports me and she supports the kids. And that's very much why I do what I do. And I'm sure she supports you and is rooting for you as well. So I mean, keep her in there. And that could just be a fun fact for you. And if anybody asks, what is the T D stand for? Oh, it's actually my wife and me. And I don't share this very often, but she's not as much of a part of the brand is as I am, but she's just, she's connected. That's actually just creating a beautiful story versus like what you initially brought to me. It was like, yeah, her name's in there, but she's not actually in the business. And now it's like a negative spin. Now this is the positive way to look at it, I think.

David:
Yeah, that's really, really good. I do. I was just thinking, Oh man, this could be a great story that I build along and that's really, really beneficial, of course.

Pat:
And I'm guessing, and correct me if I'm wrong, but in your consulting, in your teaching, having people find supportive people in their life is an important part of dieting and nutrition.

David:
Absolutely. Well, I mean a hundred percent. I would love to grow my online presence. That's why I started with the podcast and I got to give you kudos also. Huge benefit to Amp'd Up
. I got that one as well.

Pat:
Thank you. Thank you.

David:
Let me tell you, that has really given me some great insight on how to really focus in on the podcast and marketing and the right levers to pull. And one of the best things that you do on that is the, what do you call that, the audit sheet. Wow. Checklist that 10 and 10. That's really, really helped me a lot. Thank you. So I really appreciate that.

Pat:
Good. Yeah. I mean the T in name TDWellness reflects the support that you're receiving much like how you bring onto your clients. You need to find support for yourself too. I mean, there's a beautiful story in there. I think, and a nice Easter egg. You can keep that, and then you don't have to worry about the legal stuff because yeah, it's still TDWellness.com, but you just happened to be doing business as. If you wanted to make it an official DBA, One Small Bite and I think that's perfect.

David:
That is great. Yeah. Okay, cool. Yeah, man. Talk about a relief.

Pat:
I try to make, we often try to over-complicate everything just as humans, I guess, but especially as entrepreneurs and I've learned that when I'm doing these coaching calls, I'm like, there's probably a simpler way to do all these things. Like what is that way? And I'm glad that we were able to find that today. Even though we had some technical problems starting off, I'm glad we still were able to figure it out.

David:
Yeah. We managed to work around those.

Pat:
We did. We did. So great David, that seems to solve a major pain and problem, and I can see the excitement in your body language now, too. So I think you have a lot to go with from this point forward.

David:
Yeah. Yeah. The second biggest problem that I have going on, if you don't mind me asking-

Pat:
Yeah, please. Please.

David:
Is I am pulled in a million directions. I, probably like every entrepreneur you know, have the shiny box syndrome and I'm always interested in, oh, that's going to work better or, oh, that's going to work better. Like for example, I do corporate wellness work. I have contracts with companies and government. I'm doing the podcast. I want to build a course. I want to do membership. And so my wife keeps telling me, you got to stop listening to podcasts that give you more ideas.

Pat:
It's true. She's actually got a point. I had a point where I was subscribed to 25 different podcasts because I wanted to support my friends. I want to listen. I didn't want to miss anything. And then I eventually brought it down to just two. I listen to Amy Porterfield and Sean Stephenson for health. And that's literally it, because I need to execute on some stuff. And I also know that for every new thing I say yes to and I get excited about, I'm also now at the same time saying no to the thing I previously said yes to, and it just becomes this vicious cycle. So what I do is I implement what I like to call the 20 percent rule or the 20 percent itch rule. We always want to scratch that new itch and trying to remove that capability is hard and it provides anxiety.

Pat:
And it's like, well, no, I have this itch to do something new. Well, okay. Let's allow for 20 percent of my time to be able to do that, to have freedom, to play, to experiment. And even if that stuff doesn't go well, hey, you know what? I'm still focused on the 80 percent of the stuff that I was supposed to, and I'm still making headway. And, by chance, maybe one of these little fun, random projects, one that I focus on at a time that's play, might take off. And a good example of one of those 20 percent moments for me recently was the SwitchPod, which is a physical product I created. That was an itch that I wanted to scratch, a brand new thing in a world that I had no business doing, but I just want to do it, and I'm an entrepreneur.

Pat:
So I see this problem and we created the switch pod and that took off. Other times I've tried things and it didn't, but much like how we're taught when we're, I mean, we're not taught, but I've learned that if you go to a casino and you want to gamble, bring a certain number of dollars that you're okay losing, and then just don't go to the ATM machine or don't even bring your ATM card and that way, if you lose, you lose and you expect that. But if you win awesome. You gave yourself that chance, but either way it's entertainment and that's fun. So this way you can have, and if you want to break it down, math wise, it's Monday to Thursday, work on what you need to work on. Friday is your play day and you can look forward to it at the end of every week to experiment, to try something new, to dedicate a little bit of time here and there to try something. And that's great because you're able to scratch that itch.

Pat:
And then in terms of what to do during that time, you just write down all the things that are exciting to you and start to prioritize, which of these things are most exciting, which of these things brings you most joy, which of these things do you think is the biggest opportunity? And the other thing about this is, you might be doing things now that maybe aren't going to fit into where you ultimately want to go. So I don't know how much these corporate wellness trainings are bringing you joy, but the beauty of having so many options is you can now pick and choose the things that you want to do. And so I don't know what it is that you're doing that maybe you're like, "Oh, I feel like I have to do this now." Well, you have options now. You don't have to do those things anymore. And it's hard to see that when you're inside doing it all the time, because it's just become routine. And I don't know if that sparks anything for you.

David:
Yeah, absolutely. One of the key things that you're saying there, or the irony maybe, is I have a podcast. I focus with my clients on one small thing that's going to move the needle, be consistent with it.

Pat:
So you teach this to others and now you're just hearing it reflected back to you. That's hilarious. And very common, by the way. You'll see the doctor who tells the person not to smoke and they're in the back smoking.

David:
Yeah. Yeah. The other problem too, again, with the shiny box is I see and I listened to you quite a bit and I've been following you for a while. And my thinking is, it's like, how the heck did he get there? Holy cow, he's doing this. And it's not just you, it's other people that I listen to. Podcasters in the nutrition world, I think to myself, wow, how did they get that? How is it that they're there? And my thinking is probably the same as my clients. Kind of like you're talking about also, is that you think, I think it happened overnight. I remember you telling a story about you started your podcast in 2010, I think, right?

Pat:
Yeah. But it took a year and a half to-

David:
Yeah, exactly. And I'm only here at seven, eight months and it's like, Oh man, but why are I downloads so low? Or the business is not growing where I want it. And then, that's, that problem, that comparison thing.

Pat:
Exactly. You're comparing your numbers to somebody else who's put in either more time or has had more opportunity so far. And you have yet to see those same opportunities or you are building yourself there. Where the comparison needs to happen is you versus yourself last week versus yourself last month. How are you growing? How are you improving? How are you implementing more efficiently? That's where that comparison needs to happen, Because you're comparing apples and oranges. And it's hard because especially people like me, I'm sharing everything. And so is everybody else. So it's like we have easy access to see what others are doing. Plus with Instagram, we always see the filtered version of that as well. We see only what people want to show us.

David:
That's a good point.

Pat:
And we're comparing our entire situation to somebody's highlight reel. You can't compare those two different things. So it's hard though. It's so much easier said than done. So I like to gamification my self versus my previous self. And that's where I make headway, if that makes sense.

David:
Yes. I'm sorry. I'm taking notes.

Pat:
No, it's okay, I can see it. That's great. That's great. So yeah, that's definitely, much like with your clients, I'm sure, a mindset thing.

David:
Yeah. It's so funny that you say that the whole mindset thing, because that's such a big part of what I listen to on a regular basis. I often tell my clients: a big success that I see in people, that longterm change often happens with one small thing that they do. But it also means that they've got a mindset. To me, it's the difference. It's such a subtle thing, like for example, it's difference between hmm, that curiosity, that wonder voice versus the, eh, uck.

Pat:
Yeah, yeah.

David:
Those voices right there. It's like, well, I could sit here, but I wonder if I just get up and do something or why don't I make breakfast this morning or something like that.

Pat:
The circumstances are going to remain the same. It's just how you react to them that differs and the story that you tell yourself about those things. You could very much switch the story to, wow, this person who I see is there. The fact that, that opportunity exists is amazing. And now I can get excited about my own version of a similar path. Versus, awe man, they have this and I don't kind of thing, which again is a very easy trap to fall into. But thank you for sharing this and being vulnerable about it because I know it's going to be helpful for those listening too. And we're not alone. We all go through this and we all feel the same way too.

David:
Yeah. I'll tell you, it does feel like I'm alone a lot of times, especially now with coronavirus, being at home all the time. I had an office full of people and now it's like, there's no one there. And it's like, hold on.

Pat:
It's hard. It's hard. And that's why even moments like this, I cherish because we can connect, two humans together, human to human, even though it's virtually, it's real people, real feelings, real situations. And I appreciate you for that. And we're just encouraging people to continue to stay connected in communities and find those people who can support you. And that way you feel less alone because loneliness, it has a whole level of complexity of things you tell yourself and it can just bog you down for sure. So, yeah, David, how are you feeling?

David:
Oh, the big, the big part was at the beginning with the TD, seeing it as sort of the umbrella organization, but One Small Bite is the highlight. I'm feeling great. That right there alone is big. I do have one small thing inside of all of this though.

Pat:
Sure.

David:
I know I started off mentioning the whole thing about the type of nutrition practice that I have where it's anti-diet, compassion driven. I also know that a lot of that sometimes just doesn't sell, and I'm afraid that my messaging is not coming through. And that's part of the reason why I thought, should I just stick with TDWellness.com instead of One Small Bite. And I'm afraid the messaging is just not there because people want to hear, well, what's the diet because they want that quick fix. And I'm just not about that.

Pat:
Yeah, but if you can call them out on that too, there's going to be a certain segment of people just like, I'm sure who are listening right now, who are like, yeah, I know that's what we want, but I also know that that's not the truth. I just need somebody to tell me what the truth actually is, who I can trust. And that messaging is going to be key. I think you did a brilliant job when you shared it upfront and you've obviously been practicing for a while, so it's good, but you can always continually improve. And improvement comes from not just like continual repetition, but it's repetition plus evaluation.

Pat:
It's repetition plus asking, how does that resonate with you? It's how do you respond to that? Do you believe that? Do you not believe that? And sometimes it's a matter of giving people what they want first before you actually show them what they need. So you might be able to create content or play on some of these things that are very popular out there that people want, people want the quick fix, but then you can come in and actually rescue them. You're almost capturing them with what they want and then giving them what they need to be able to rescue them because they are so not knowing what actually needs to happen.

David:
I love that. I wrote that down, give people what they want, but give them what they need. That's brilliant right there.

Pat:
Exactly. And because you're right, there is this need for quick, and you can offer some quick fixes or then reveal the actual truth behind things and be able to actually become the authority who can rescue people from a lot of these other people who are indeed maliciously taking advantage of people's sort of necessities and needs. And especially during this pandemic time; it's quite disgusting what I've seen.

David:
That's one of the reasons why I started nutrition because my mother and father both believed in these quack-based practices, supplements that didn't work and they both died of cancer. And that's what's at the heart of, of, of everything that I do. I don't want people going down those unproven, unscientific, not evidence-based approaches that, maybe they work. But I also wrote something down as next steps here. I'm like, I got it. You said it, you said, ask people, evaluation. So it's like, I got to go and send out a survey to my email list to my clients and say, "Hey, what is it that you want? What is it that I need to do?" Is that sort of the approach I should be taking?

Pat:
Open ended question. I would say something like, as somebody who's trying to help you with nutrition and diet, I would love for you to tell me in your own words, what is it that you ultimately want and what are the challenges that you're presented with today? And that way you could just hear the language and that messaging actually becomes something that you don't have to guess anymore. It becomes something that you just kind of bounce back to people after they've given it to you. The other way to go about doing this would be, and the beauty is you have a podcast, which is an amazing asset to use, to bring some of your customers and clients on and have conversations with them. Because then what happens is, in their own words, as you interview them, as you ask them about their journey and as they also really hype you up, because they're going to tell their story and how you've impacted them, they will, in their own words, better than you can, share the real, their real life experience.

Pat:
And people will be able to empathize better and they will sell your course, your programs better than you can because it's coming from somebody who's just a few steps ahead of the audience versus, sometimes it's hard to be convinced by somebody who is already there on the other side and is light years ahead of us. So use that podcast to bring some of your members on and share their story as much as you're allowed to.

David:
That's a really good point. Yeah, I do. Because I'm bound by HIPAA rules, I got to be careful what I ask and what I say, but that's a really good idea. That's a survey in itself.

Pat:
Exactly. And it provides story, relevance. All of those things is baked in our part of selling.

David:
Yeah, 100 percent.

Pat:
Man, we crushed it today. We talked about a lot of deep things and I think that I'm excited for the pivot that this is going to create for you. And also the relaxation that you can now have from this decision that you had about the name and stuff so I'm glad we nailed that.

David:
Yeah, that right there, you nailed it with the relaxation. That loomed large on me for a long time. And I can't believe that something so simple like that was not obvious. My wife and I have discussed it for like months and it just didn't come to mind.

Pat:
Excited to hear what she thinks about it. And also, it's hard to read the label when you're inside the bottle. I'm on the outside so I can see it very clearly. So this is why asking people for help, like on AskPat or with mentors or whoever you have access to is really important. So thank you, David, for stepping up and for being here and for helping all of us who are listening. One more time, where can people go and find you?

David:
Yeah, I appreciate it. TDWellness.com. And my podcast is onesmallbite.net, but you could access both from either website.

Pat:
Right, and in the future, once the brand is determined, either of those will go to the right place.

David:
You got it. You got it. 100 percent.

Pat:
There we go. David, thank you so much for your time today. I appreciate you and best of luck.

David:
Thanks, Pat. Appreciate it.

Pat:
All right. I hope you enjoyed that coaching call with David. Again, you can find him at tdwellness.com and all the other places that we talked about. And of course, great job, David, and I look forward to seeing you continue to progress. Thank you so much for being a student of Power Up Podcasting. Congrats on your show. Thank you for being a member of SPI Pro. by the way, if you haven't checked out SPI Pro yet, you can check it out at smartpassiveincome.com/pro to apply and see if it's the right thing for you. We don't accept everybody, but if you are a committed business owner, that's most of the qualification there. And more than that, if you'd love to go to askpat.com, you can check out the rest of the archive, make sure you hit subscribe, if you haven't already.

Pat:
Big thank you to everybody who has left a review on Apple podcasts already, just means so much to me. I check them every single week. In fact, I get them sent to me in my inbox and I read them and so far, all positive. I'm just super thankful for that. So I appreciate you. Thank you so much. I hope one day I could coach you as well. If you'd like to get coached like David did today, all you have to do is go to askpat.com and you can ask right there in that application form. And I might reach out to you. Can't guarantee it, but I can guarantee that I won't work with you if you don't apply. So anyway, check that out once again, askpat.com. Cheers. Thanks so much. And I look forward to serving you in next week's episode. Until then keep on keeping on. I love you. Peace out and as always, #TeamFlynn for the win. Peace.