Devan Kline
speaker
33 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Devan Kline’s voice in public audio — every appearance, attributed to the second.
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Appearances
I just need to know that it's a big enough why, there's a big enough purpose because the people you're impacting in your community are also in other countries and they deserve the same thing. They deserve a people first business product. And so, you know, um, But we're only going to do that through you guys, right?
How we're going to do that is focus all of our energy on putting more money into your pockets so that as a franchisee, you're able to get those AUVs up and then reinvest into the brand. So for us, just to give you a lay of the landscape, like Byrne Brands is like, that's Byrne Bootcamp and that's the front runner. That's the spearhead. Franchising really is about distribution, right?
So now we come in and we have a nutrition business underneath, an activewear business underneath, a real estate business underneath. an investment company underneath that takes non-passive, non-controlling stakes in companies that we're partnered with.
And, you know, you start to, you know, think about secular franchises and other opportunities now that you have the infrastructure and the distribution. And it's like, that makes the return on investment for the franchisees even more important, right? And putting more chips in our basket so our opportunities get bigger as we go forward. Yeah.
Yeah, you know, I love your marketing mind. And, you know, if I had to pick a... I'm an entrepreneur, right? But if I had to pick a vertical that I'm most confident in, it'd definitely be branding, I think, as a more specific term than marketing. And when I say branding, what I really mean is measuring things like brand equity. Pier 1 Imports is a good example.
Pier 1 Imports went out of business and then their logo sold for $50 million. And they were just burning cash, right? If your real estate portfolio is burning cash, unless you have some brand equity or some recognizable logo or something that's going to sustain it. It just crashes. There's nothing... There's no recovery element there.
So when I think of being... When I think of the people that are listening to this and they're all entrepreneurs, it's obvious that owning your own business, right? Number one, a brand or number two, real estate portfolio, arguably are one of the two best ways to build the wealth initially. And I always put brand equity just slightly ahead because I've got something.
I've got a logo that means something to people, even though the brick and mortars aren't there anymore. And So for me, it's always been about And marketers try to measure this, but I think it's just them trying to be smart. It's like smoke and mirrors. And I said, try to measure brand lift. It's like, well, okay. Yes.
What you're talking about is, okay, all the impressions from the signage, all the impressions from social media, all the impressions from word of mouth. Or one time in the mountains when Aunt Susie said something to Uncle Tim and Uncle Tim then takes his family in Seattle, Washington. You can't really measure a brand lift unless you isolate variables. So...
so finitely that it disregards all the things that actually create the brand lift. So I don't know if anybody is ever confused by brand lift. I'm a branding expert and I still don't get it. But that's what you're talking about is how does the collective touch points or the collective...
eyeballs on your brand Gary Vee says attention is currency right and he's so right what he's really saying is that brand awareness is your currency and once I got once I got all of the different units up rocking and rolling you'd be surprised who comes out of the woodwork my buddies from like my junior high baseball team text me a picture of that you know logo it said my wife just joined so Yeah.
And then you layer the digital paid advertising and organic social media and all the contemporary marketing stuff on top of that, like we did. And I think that's the recipe. So you got to have the layer over the top. You've got to have the the brand lift elements and then the hyper local community where you're in the field.
Our FPs are in the field with their team, shaking hands, kissing babies, running for mayor, like just making sure that they're the conversation when it comes to fitness in the town.
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