As I sat down to record this episode, I was just hours away from heading out to Lexington, Kentucky, for the 2025 Road to the Horse World Championship. By the time you’re listening to this episode, the event has come and gone. And while I don’t yet know how everything turned out, I can already tell you—it’s been a blessing, regardless of the results.

This experience has been a powerful reminder of one important truth: no matter what you’re doing or where you’re going, you have to stay true to your brand.

Your Brand Starts with the Product

Whether you're training horses, selling hay, making tack, or giving lessons, your brand begins with your product. And that product has to deliver. In my business, that means horses that are trained right and customers who feel good about the results. Without return business and referrals, you're not in business very long.

The same applies to any service you offer. You’ve got to put something out into the world that you believe in—and then stand behind it. That’s what building your brand is all about.

Branding Is a Long Game

I started building my brand decades ago with a simple set of business cards that said: “Phil Haugen, Equine Enterprises – Horse Breaking, Training, Shoeing and Trimming, Lessons.” It felt awkward handing out those cards at first. I wasn’t completely confident. But I stuck with it.

Over time, the consistency paid off. I didn’t do anything fancy. I just kept doing good work, made sure the horses were right before they went home—even if that meant riding extra for no pay—and stayed true to what I wanted to be known for.

And here's the thing: you don’t need a fancy marketing agency or a huge following to start building your brand. Just figure out what you want to stand for—and then live that out every day.

You Are Your Brand

Your brand isn’t your logo. It’s not your website or your Instagram bio. Your brand is you. It’s how you treat people. It’s how you show up, day in and day out. It’s how you respond when things go well—and how you handle it when they don’t.

There have been plenty of times over the years where things didn’t go as planned. And I’ll be the first to admit, not every horse I’ve trained made every customer happy. But I’ve always tried to do the right thing—and that’s what people remember. That’s what builds trust.

No Risk, No Story

I heard a quote the other day that really stuck with me: “No risk, no story.” And I’ll be honest with you, there were moments during this journey where it would’ve been easier to say, “No thanks.” Road to the Horse is a big stage. The preparation has been intense. The commitment was real. But if I’d said no, I’d have no story to tell. No growth. No challenge. No lesson learned.

The risks are what shape our stories—and our stories are what shape our brand.

Staying True to My Brand at Road to the Horse

Walking into that coliseum with thousands of people watching is far outside my comfort zone. But stepping into the round pen? That’s home. That’s where I can stay true to what I do and who I am. At the end of the day, the only thing I can control is how I show up. So that’s what I planned to do: be consistent, stick to my program, keep it simple, and be great at the basics. That’s what my brand is built on—and that’s what I’ll always come back to.

If you're just getting started, or you're feeling like you're not “big enough” to build a brand, let me tell you—just start. Keep it simple. Be consistent. And don’t be afraid to share your story, even when it’s messy. Especially when it’s messy. That’s where the best lessons come from.

Because at the end of the day, we don’t build a brand by playing it safe—we build it by showing up, taking the risk, and staying true to who we are.