4  Brand Identity Mastery: What You’ll Learn from Influex

4.1 Introduction

At the Business of Biohacking Summit, Dmitriy Kozlov and Carla Sampson from Influex revealed the brand identity secrets that have helped dozens of biohacking influencers and entrepreneurs build iconic, premium brands that command top-dollar pricing and fierce customer loyalty.

This chapter provides an inside look at their presentation and the frameworks summit attendees use to transform their businesses through strategic brand development. When you attend the summit, you’ll receive their complete brand development toolkit and work directly with their team to design your own iconic brand identity.

4.2 Meet the Influex Team

4.2.1 Dmitriy Kozlov & Carla Sampson

Influex Design Firm: https://www.influex.com/

Their Track Record:

Dmitriy and Carla have established themselves as the go-to brand development team for successful biohacking entrepreneurs. Their portfolio includes websites and branding projects for dozens of influential biohackers who have leveraged their design expertise to build recognizable, premium brands. Their client roster features multiple 7- and 8-figure biohacking businesses that have used Influex’s brand development strategies to command premium pricing and build fierce customer loyalty. As specialists in premium health and wellness brand positioning, they understand the unique challenges of communicating complex scientific concepts through visual design while maintaining credibility and trust. Most importantly, they are experts in converting brand identity into measurable revenue growth, ensuring that every design decision supports business objectives and customer acquisition.

Why Dave Asprey Chose Them:

Dave selected Dmitriy and Carla to present at the Business of Biohacking Summit because they possess a rare combination of design expertise and business acumen specifically tailored to the biohacking industry. Their deep understanding of biohacking audience psychology enables them to create brands that resonate emotionally with sophisticated consumers who demand both scientific credibility and aspirational positioning. Their proven track record with premium health brands demonstrates their ability to help companies escape commodity pricing by establishing distinctive market positions. Their unique ability to translate complex science into compelling visual narratives solves one of the biggest challenges biohacking entrepreneurs face: making advanced concepts accessible and appealing to mainstream audiences. Perhaps most importantly, their focus on brands that command premium pricing aligns perfectly with the high-margin business models that summit attendees are building.

4.3 The Brand Identity Framework Revealed at the Summit

4.3.1 The Fundamental Question

Dmitriy and Carla start every brand development project with one critical question:

“What transformation are you selling?”

In the biohacking industry, successful entrepreneurs understand that customers aren’t purchasing products—they’re investing in personal transformation. The most compelling biohacking brands position themselves as guides in their customers’ journey from tired to energized, offering solutions that restore vitality and peak performance. They help their audience transition from unfocused to mentally sharp, providing cognitive enhancement tools that create competitive advantages in professional and personal life. Premium biohacking companies understand that their customers want to move from aging to optimized longevity, offering science-based interventions that help people maintain youth and vitality throughout their lives. At the highest level, these brands promise transformation from sick to superhuman, positioning their products and services as pathways to extraordinary human performance that goes beyond normal health maintenance.

4.3.2 The Three Pillars of Premium Brand Identity

Pillar 1: Authentic Authority - Credibility based on real results and expertise - Scientific backing and third-party validation - Personal transformation story as brand foundation - Thought leadership and category ownership

Pillar 2: Aspirational Positioning - Brand represents the customer’s ideal future self - Premium positioning attracts quality customers - Exclusivity creates desire and demand - Lifestyle and identity alignment

Pillar 3: Visual Excellence - Professional design that commands respect - Consistent visual language across all touchpoints - Color psychology and emotional triggers - Packaging and presentation that justifies premium pricing

4.4 The 12 Brand Archetypes System

4.4.1 Understanding Brand Psychology

At the summit, Influex reveals their comprehensive system based on Carl Jung’s psychological archetypes, specifically adapted for biohacking and wellness brands:

4.4.2 Primary Biohacking Archetypes

1. The Creator Pinterest Board: Creator Brand - Innovation and breakthrough solutions - Pioneering new approaches and methods - Appeal to early adopters and experimenters - Examples: Novel device creators, protocol developers

2. The Hero Pinterest Board: Hero Brand - Overcoming obstacles and challenges - Triumph over health problems and limitations - Inspiring others to take action - Examples: Transformation story brands, challenge programs

3. The Maverick Pinterest Board: Maverick Brand - Challenging conventional wisdom - Revolutionary approaches to health - Anti-establishment positioning - Examples: Bulletproof, contrarian health approaches

4. The Explorer Pinterest Board: Explorer Brand - Discovering new frontiers in health - Adventure and experimentation - Freedom from conventional limitations - Examples: Travel biohacking, adventure wellness

5. The Sage Pinterest Board: Sage Brand - Wisdom and deep understanding - Research-based approaches - Teaching and enlightenment - Examples: Research-heavy brands, educational platforms

6. The Magician Pinterest Board: Magician Brand - Transformational outcomes - “Impossible” results made possible - Technology and advanced methods - Examples: High-tech devices, dramatic transformation programs

4.4.3 Secondary Archetypes for Biohacking

7. The Innocent Pinterest Board: Innocent Archetype - Pure, natural, and simple solutions - Back-to-basics approaches - Clean and wholesome positioning - Examples: Clean supplement brands, natural protocols

8. The Citizen Pinterest Board: Citizen Brand - Community and belonging - Inclusive and accessible approaches - Democratic health optimization - Examples: Community-driven platforms, accessible biohacking

9. The Lover Pinterest Board: Lover Brand - Beauty, sensuality, and attraction - Relationship and connection focus - Aesthetic and emotional appeal - Examples: Beauty biohacking, relationship optimization

10. The Entertainer Pinterest Board: Entertainer Brand - Fun, engaging, and enjoyable experiences - Making health optimization enjoyable - Humor and personality-driven - Examples: Gamified wellness, entertaining content creators

11. The Nurturer Pinterest Board: Nurturer Brand - Care, support, and protection - Family and maternal/paternal positioning - Safety and comfort focus - Examples: Family wellness brands, protective supplements

12. The Royal Pinterest Board: Royal Brand - Luxury, exclusivity, and premium positioning - Elite status and achievement - Highest quality and prestige - Examples: Ultra-premium supplements, exclusive programs

4.5 The Summit Brand Development Process

4.5.1 Phase 1: Brand Archetype Selection

The Influex Assessment: Summit attendees receive exclusive access to Influex’s proprietary brand archetype assessment, which analyzes: - Personal values and motivations - Target customer psychology - Competitive landscape positioning - Business model alignment - Growth stage and objectives

Interactive Workshop: - Small group sessions with Dmitriy and Carla - Real-time brand archetype identification - Competitive analysis within chosen archetype - Differentiation strategy development

4.5.2 Phase 2: Client Intake Deep Dive

The Comprehensive Questionnaire: Summit attendees work through Influex’s complete Client Intake Questionnaire, which covers:

Business Foundation: - Mission, vision, and values clarification - Unique selling proposition development - Competitive advantage identification - Growth objectives and timeline

Target Customer Analysis: - Demographic and psychographic profiling - Customer journey mapping - Pain points and transformation desires - Decision-making process and triggers

Brand Personality Development: - Voice and tone definition - Personality traits and characteristics - Communication style preferences - Emotional connection strategies

Visual Identity Direction: - Color psychology preferences - Typography and design style - Imagery and photography direction - Packaging and presentation concepts

4.5.3 Phase 3: Visual Identity Creation

Color Strategy Development: Based on archetype and target customer psychology: - Primary color palette selection - Secondary and accent colors - Color psychology and emotional triggers - Application across all brand touchpoints

Typography and Design Elements: - Font selection for different applications - Logo and symbol development - Iconography and graphic elements - Layout and composition principles

Brand Guidelines Creation: - Comprehensive brand style guide - Usage guidelines and restrictions - Application examples and templates - Quality control standards

4.6 Real Results from Summit Attendees

4.6.1 Case Study: The Magician Archetype Transformation

Background: Dr. Michael R., a functional medicine practitioner with a small local practice.

Before Summit Brand Work: - Generic medical practice branding - Competing on price with other practitioners - Limited to local geographic market - $180K annual revenue

Influex Brand Development: - Identified as “Magician” archetype - Positioned as transformation specialist - Premium pricing strategy implementation - High-tech, results-focused visual identity

Results After Brand Transformation: - 300% increase in average client value - National online coaching program launch - $750K annual revenue within 18 months - Waiting list for high-end programs

Key Success Factors: - Clear archetype alignment - Premium positioning and pricing - Professional visual identity - Consistent brand application

4.6.2 Case Study: The Hero Archetype Success

Background: Sarah L., supplement company founder struggling with differentiation.

Original Brand Challenges: - Generic supplement company appearance - Price-based competition - Low customer loyalty - Plateau at $400K revenue

Influex Summit Transformation: - “Hero” archetype identification - Personal transformation story integration - Challenge-based marketing approach - Bold, inspiring visual identity

Post-Summit Results: - 250% increase in customer retention - Premium product line launch - $1.2M revenue within 12 months - Strong community and following

4.7 The Summit Exclusive Resources

4.7.1 What You Get at the Summit

Complete Brand Development Toolkit: - Archetype assessment and analysis - Client intake questionnaire and templates - Color psychology guide and palettes - Typography and design resource library

Pinterest Inspiration Boards: Access to all 12 curated Pinterest boards with thousands of examples: - Visual inspiration for each archetype - Color combinations and applications - Typography and layout examples - Packaging and presentation ideas

Live Brand Development Session: - Work directly with Dmitriy and Carla - Real-time brand archetype identification - Visual identity concept development - Q&A and personalized feedback

Follow-Up Resources: - Brand implementation checklist - Design template library - Ongoing support and consultation options - Alumni-exclusive design resources

4.7.2 The Investment Value

Professional Brand Development Typically Costs: - Brand strategy consultation: $15,000-$50,000 - Visual identity design: $10,000-$35,000 - Brand guidelines and implementation: $5,000-$15,000 - Total typical investment: $30,000-$100,000

Summit Attendee Value: - Complete brand framework and toolkit included - Direct access to Influex team - Peer feedback and collaboration - Implementation support and resources - Included in summit registration

4.8 Brand Implementation Strategy

4.8.1 Phase 1: Foundation (Weeks 1-2)

  • Finalize brand archetype and positioning
  • Complete visual identity development
  • Create brand guidelines document
  • Develop key messaging and voice

4.8.2 Phase 2: Digital Presence (Weeks 3-6)

  • Website redesign and optimization
  • Social media profile updates
  • Email marketing template development
  • Digital asset creation and organization

4.8.3 Phase 3: Marketing Materials (Weeks 7-10)

  • Business card and stationery design
  • Brochure and sales material development
  • Product packaging and labeling
  • Presentation and pitch deck creation

4.8.4 Phase 4: Advanced Applications (Weeks 11-12)

  • Trade show and event materials
  • Advertising and promotional campaigns
  • Partnership and collaboration materials
  • Ongoing brand maintenance systems

4.9 Common Brand Identity Mistakes to Avoid

4.9.1 The Generic Health Brand Trap

Mistake: Looking like every other health and wellness brand Solution: Clear archetype differentiation and unique positioning

4.9.2 The Amateur Design Problem

Mistake: DIY design that undermines credibility Solution: Professional visual identity that supports premium positioning

4.9.3 The Inconsistent Application Issue

Mistake: Inconsistent brand application across touchpoints Solution: Comprehensive brand guidelines and quality control

4.9.4 The Price-Based Competition Error

Mistake: Competing on price rather than value and transformation Solution: Premium positioning supported by strong brand identity

4.10 Your Brand Transformation Awaits

The brand identity frameworks and resources that Influex shares at the Business of Biohacking Summit have transformed dozens of biohacking businesses from generic competitors into premium, category-leading brands.

When you attend the October 2025 summit, you’ll work directly with Dmitriy and Carla to: - Identify your unique brand archetype - Develop your premium positioning strategy - Create your professional visual identity - Implement your brand across all touchpoints

The transformation begins with your brand. Your brand begins at the summit.

Brand identity isn’t just about logos and colors—it’s about positioning your business to command premium pricing and attract ideal customers. The Influex framework shared at the Business of Biohacking Summit has created millions in additional revenue for attendees. Your brand transformation awaits at the October 2025 summit.