Your brand is the most important part of your business — it’s a living thing. Learn to find, shape, and share your brand story with the world.

Consider this: every individual and business tells a story to the world, and that story is their brand. It’s alive, constantly developing, experienced in real time by everyone around it. Now ask yourself, Are you consciously shaping and broadcasting that brand story? Is it under your diligent care and control, or is it running amok, causing chaos everywhere it goes? Or, perhaps even more tragic, is its sitting in a corner sulking, wondering why no one notices it?

BrandJitsu™ is a practical and effective way to strengthen your living brand, like a muscle, so that it tells the story you want it to tell — a meaningful and memorable tale that will not just attract the attention of your ideal customers but also the best employees, partners, and suppliers.

Mastering BrandJitsu™ won’t take years. It’s a skill that can be quickly learned, understood, and applied as soon as you finish reading this book. It teaches you to sharpen your focus, strategically align your brand’s DNA, and ensure your story is not just heard but felt, leaving a lasting impression on everyone it touches.

Michael Dargie has been at the forefront of helping companies of all sizes embrace and share their unique stories for decades. He has done this through his creative agency, Make More Creative, and as the host of The RebelRebel Podcast. Michael is also a familiar face on stage at the renowned Loose Moose Theatre. He lives in Calgary.

Michael Dargie's profile page

As someone who has spent three decades leading creative teams and crafting brand experiences for global organisations, I can confidently say BrandJitsu is an essential guide for leaders, strategists, and entrepreneurs. Michael Dargie’s practical framework transforms branding into a discipline of purpose and connection, helping brands evolve from forgettable to iconic. This book is packed with actionable insights that resonate with anyone who believes in the power of storytelling to drive business growth and create cultural impact.

Adam Jennings, CCO & Co-Founder Cordial Fox Ltd

BrandJitsu is nothing short of brilliant. Drawing from Dargie’s extensive expertise in art, design, theatre, and business, it transforms profound insights into an intuitive and creative toolbox. These tools will equip entrepreneurs and leaders to craft resonant, memorable, and authentic brand stories that enable their businesses to soar.

 

Deeter Schurig, president & CEO, cSPACE Projects

Michael Dargie has crafted a masterclass in the art of storytelling with BrandJitsu. Not just another guide but true guidance with actionable and informed steps to define and differentiate your brand, elevating it from “meh” to “amazing” along the way. His honest and humble narrative tone invests in readers coming into the brand game at whatever level of experience and gives those willing to go the distance the tools to make it happen.

Lou Maxon, founder of Maxon Inc.

Michael Dargie knows how to tell a good story, and BrandJitsu is the embodiment of that. It’s more than branding — it’s a journey to uncover exactly what your story is. Dargie’s framework doesn’t hand you prefabricated answers; it helps you find the truth of your brand and how to share it in an authentic and meaningful way.

 

Jonathan White, founder and CEO, Hiro Studio

BrandJitsu is a branding masterclass with analogies, illustrations, and tables that make complex concepts memorable and actionable. Written in Dargie’s engaging, conversational style, it feels like you are sitting down with him to learn a refreshingly straightforward approach to branding. Having successfully used the method myself, I can confidently say this book equips anyone to cut through the noise and achieve remarkable results.

 

Bryan Schultz, president, Seescape Systems

BrandJitsu offers an innovative and actionable approach to branding that truly resonated with me. It teaches the reader how to identify their brand’s unique story and align it with the customer’s journey, ultimately moving from a forgettable brand to a memorable one. The emphasis on authenticity and strategic storytelling is not only refreshing but essential for any brand that seeks long-term success in a crowded market.

Ryan Hnetka, Founder, SaaS HQ

With these insights and practical steps, I’m back to rebranding my businesses, and the results are already showing.

Neville Chamberlain, Founder of Britewrx

Finally, a branding book that cuts through the superficial to reveal what really matters — building brands rooted in truth, powered by purpose, and committed to keeping their promises.BrandJitsu boldly challenges the common misconception that branding is just about logos and color schemes, instead revealing how authentic brands are built on deep foundations of truth and genuine commitment. Dargie's methodology strikes a perfect balance between pushing leaders to think deeply about their brand's core identity while providing practical, actionable frameworks to guide the journey. The result is a refreshingly honest guide that shows how memorable brands emerge not from surface-level marketing, but from the courage to stand for something real and the discipline to deliver on that promise consistently.

Robyn M. Bolton Founder, MileZero and Author, Unlocking Innovation: A Leader's Guide for Turning Bold Ideas Into Tangible Results

BrandJitsu is a game-changer for anyone looking to enhance their understanding of branding. After two decades of working with students on case-solving teams, I can confidently say that this is the resource I wish I had all along. It clarifies the concept of branding and guides you in crafting not only a memorable brand but a compelling story.

 

Cam Welsh, emeritus professor, Haskayne School of Business and Mad Skills mentor

In BrandJitsu, Michael Dargie is the professor of brand! Everyone who has a brand or aspires to have a brand should read this book. You can’t help but ask yourself the tough questions about your brand and purpose.

 

Carrie Tuttle, founder, Team Mojo

This book will remain close at hand — dog-eared and filled with Post-it notes! Packed with juicy insights and real-world examples, BrandJitsu is your ultimate playbook for transforming your brand into something unforgettable. If you want to connect with your audience on a deeper level, add purpose to your organization, and even make a cultural splash, this book is for you. Let the rebranding begin!

Justin Knibbe, assistant professor (teaching), Haskayne School of Business, Entrepreneurship and Innovation

This book provides practical strategies to shape and share your brand, and your story effectively. By treating your brand as a living entity, BrandJitsu™ simplifies the process, helping businesses create a focused story that connects with audiences, motivates employees, and builds strong, lasting partnerships. It’s an essential read for anyone serious about building a memorable and impactful brand.

Shayne van der Meer, Calgary Economic Development, Trade Accelerator Program Specialist

BrandJitsu brilliantly blends strategic branding with the flair of improv theatrics, making the complex process of defining your brand DNA not only accessible but genuinely enjoyable. The author’s unique approach turns what could be a daunting task into an exciting and creative exploration, giving readers the tools to craft their brand’s story with confidence and fun.

 

Carmen Pineda-Selva, DST specialist, Videography Incognito