Build a brand so damn magnetic, strangers will sell their grandma to work with you

(not that we recommend it)

The world’s changing fast, and brands that won’t change will get left behind. Take control of your strategy, nail the science of visibility, and become the brand to beat in weeks, not years.
Doors to the May Lab are closed!
Join the waitlist for the next cohort.
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Are you a Business owner or marketer feeling stuck?

Forget the excuses:

It’s not that you suck.
It’s not that you’re irrelevant.
It’s not even that your competition is better.

It’s that you’re not tapping into the psychology of why your client buys so you can convert and scale your business.

And, we’re here to show you how. 

Stop Being Invisible 😶‍🌫️

Your brand is forgettable. Let’s hack the science of attention and make them remember you.

Ditch the BS Marketing 🗑️

Generic strategies don’t work. We’ll teach you how to build a brand that actually converts.

Get Ahead of the Competition 🎢

The world is changing. Don’t get left behind. We’ll help you to future-proof your business.

We saw a 400% conversion rate on our website within 4 weeks after we shook up our marketing to align to a psychology-backed strategy.

We wanted to go left when everyone else was going right, we knew it wasn’t about wanky gimmicks it was about diving into the psychology of buying behaviour.

“I’ve learnt more than I could’ve ever imagined!”

The guidance and support throughout the process were invaluable. I’ve gained a deeper understanding of brand strategy and feel equipped to make informed decisions for my business. I highly recommend this program to any business owner ready to invest in their future.

Claire GeldardFounder at The Party’s Here
(Original Brand Brain Lab Program Attendee)

Image of Clare Geldard, Founder of The Party;s Here

Stop waiting for things to go back to ‘normal’. It’s a whole new world – Normal’ is dead. You want to be 2 steps ahead of the market changes. And, if you’re not, you’ll get left behind.

We get it, life is busy.

Investing in your brand can feel risky, especially when you’re upskilling or bootstrapping a business. 

But the truth is ignoring your brand is like leaving a giant stack of cash on the table. Seriously.

Think about how much you’re losing out on because your brand’s not speaking directly to your ideal people:

  • Lost money – bad or broken investments because nothing is in alignment.
  • Lost time – effort spent consuming surface-level content that takes you away from the important things.
  • Lost effort – spent consuming surface-level content that doesn’t help and leaves you more confused.

There are probably competitors with mediocre products laughing all the way to the bank while you’re struggling to get noticed. Now, that hurts a bit, doesn’t it?

But, you wait until it pays off.

Look at it like this:

  • Stronger Brand = Bigger Bottomline: When your brand is wanted, you can charge what you’re worth.
  • Clear Messaging = Clients Begging to Work With You: No more chasing after dead leads.
  • Loyal Community = Money in the Bank (Consistently): Build a tribe of raving fans who keep coming back for more.

Sure, The Laboratory requires an investment. But the return? It’s big.
We’re talking about building a brand that works its ass off for you, 24/7.

We’ve designed The Laboratory to be a streamlined and efficient process, so you can make meaningful progress even if you’re short on time.

And honestly, how good does that sound?

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You’re not here for generic tactics.

You’ve been in the game for a while now, you’ve already invested too much time and money on that crap and it got you nothing. You know deep down you’re meant for bigger things – You deserve more than this.

Yet here you are, stuck in this rut, and it sucks.
  • More competition
  • Customers feel impossible to reach
  • The pressures of work (and home)
  • Market and tech changes
  • The frustration is driving you nuts

What worked before is just not cutting it anymore.
You want to be in control again.

There’s a way out of this…

Join Waitlist

Are you a Business owner or marketer that’s sick of feeling stuck?

Control Your Narrative, Command Their Attention, Attract Your People.

In The Laboratory, we’ll turn your brand into a force to be reckoned with. Deconstruct the psychology of your audience to build a rock-solid brand foundation. Develop a powerful brand strategy based on genuine connection and sustainable growth. Leverage the science of design psychology to create an engaging user experience that converts.

Trash the surface-level tactics. The Laboratory is your no-BS guide to building a brand that actually works, is backed by science, and is fueled by creativity.

Our BBD3 Framework – Brain, Brand, Design – delivers a holistic approach to brand evolution, teaching you to understand your customers’ minds, craft a magnetic strategy, and create visuals that hook ’em in. It’s time to make your brand irresistible, profitable, and built to last.

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“I’m hooked and can’t wait to work with them more!”

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A must for our small business. It’s easy to get stuck in comfortable patterns, but YO&O challenged our beliefs around our potential and got us back to showing up in a way that is true to who we are. Their creativity and knowledge know no bounds.

Nykita Shannahan – Co-Owner at Built Furniture
(Audience Personals Masterclass Attendee – Content in The Lab)

Nykita, Co-creator of Built Furniture

We’ll show you how to:

  • Understand your customers on a deep, psychological level: Forget demographics, we’re talking about the real motivations and desires that drive their decisions.
  • Craft a brand story that sticks: Stop sounding like everyone else and start creating a narrative that hits them in the feels (and pocket).
  • Design visuals that demand attention: Your brand should be a drug for the eyes and the brain. We’ll teach you the psychology of design that converts.
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Is The Laboratory the right fit for you?

  • Are you a self-driven founder or marketer who wants to scale their brand?
  • Are you sick of wasting time with generic tactics that get you nowhere?
  • Do you want to stop guessing, and have confidence and control in your strategy again?
  • Are you ready to ditch the crap, dive into the real reasons why people buy?
  • Do you want to build a brand that’s memorable and stays 2 steps ahead?
  • Are you tired of seeing others win while you stay stuck, and not knowing why?
  • Has trying to figure out the market changes on your own left you frustrated?
  • Do you want to create damn good marketing that connects on a deep level, building brand loyalty?
  • Are you ready to learn from someone who’s not afraid to call BS on outdated strategies and show you what actually works in this crazy, ever-changing world?


If you answered yes to one of these – it is.

But, which Lab? Take a look below and see.

Halftone black and white image of Sam and Tara from YO&O. Tara is indicating down to a red moving down arrow

Choose The Lab that’s right for you:

I need the foundations

The Brain Lab is perfect for those who want to start building a solid foundation in brand psychology and strategy

  • Crack the code of consumer behaviour
  • Learn the psychology of influence and persuasion
  • Create marketing that triggers those hell yes! moments
  • Learn our ‘audience psychographics’ process

I want the complete system + coaching

The Laboratory Pro is everything in The Brain Lab, PLUS:

  • 2 x 30-minute 1:1 coaching sessions to deep-dive into your specific challenges
  • VIP access to a community of ambitious game changers
  • Lifetime access to all future Laboratory programs – Brain, Brand (Aug), and Design (Oct)

What’s Inside The Brain Lab?

The Brain Lab is Part 1 of our 3 core Laboratory programs. We dive deep into the psychology of your audience, uncovering their secret desires and hidden motivations.

It includes:

Forget those generic tactics that go nowhere. Understand the weird science of how your customers’ minds work, and design marketing that triggers that “I need this!” feeling. Learn how to tap into their hidden decision-making shortcuts and make your brand the irresistible choice.


  • Understand the conscious and unconscious forces that drive purchases.
  • Leverage mental shortcuts and cognitive biases to your advantage.
  • Discover how perception shapes reality and position your brand as the clear winner.
The world’s a noisy mess, and your brand can’t afford to blend in. So, make ’em notice you! Break through the marketing chaos and become the brand they can’t ignore. Learn to create unforgettable experiences that stick in their minds and make you their top priority.


  • Understand how the brain filters information and prioritises focus.
  • Design attention-grabbing marketing that breaks through the scroll-fest.
  • Build a brand with lasting impact, not just a fleeting glance.
Ditch the guessing game, and know why choices get made. Dive into the brain of consumer decision-making and create a path to purchase that feels EASY. Discover how to tap into hidden emotions that drive action (and beat out the competition).


  • Track the decision-making process and understand what makes people buy.
  • Map a customer journey that guides them towards the “yes” without feeling pushy.
  • Tap into the often-overlooked emotional drivers behind purchases.
Everyone Gets Fooled (Including You). We’re all susceptible to those mental shortcuts… and good marketers know how to use them to their advantage. Expose those sneaky biases, stop falling for the same old tricks, and outsmart manipulative marketing.  Most importantly, learn to spot bias red flags in your own thinking.


  • Identify common biases that influence marketing (and everyday decisions).
  • Analyse how brands exploit biases (and how to do it ethically).
  • Uncover your own blind spots to make clearer, bias-free marketing choices.
Screw surface-level demographics! It’s time to tear away the curtain to see the juicy stuff driving your ideal clients’ decisions – their deepest values, motivations, and hidden desires. Nail data analysis that reveals true emotional insights, not just boring numbers.


  • Develop a deep understanding of your audience’s values, beliefs, and fears.
  • Learn segmentation strategies based on inner life, not just income bracket.
  • Extract meaningful emotional insights from your analytics.
Make them beg for more and build a brand that’s not just a name, it’s a damn lifestyle. Craft unforgettable experiences that stick in their minds and create unbreakable loyalty. Channel the power of emotional storytelling and trigger a want that money can’t buy.


  • Design brand moments that create lasting connections and positive associations.
  • Learn the impact of storytelling that resonates on a deep, emotional level.
  • Dive into the power of emotions (ethically), to build genuine brand loyalty.
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We don’t sugarcoat – Here’s how The Brain Lab will change your brand

You before The Brain Lab

  • Your Customers: You have a vague idea of who they are, but you’re clueless about what really motivates them. And, it’s frustrating because you’re damn good.
  • Your Marketing: It’s forgettable, generic, and about as effective as pouring water into a strainer. The thing is, you don’t know what you’re doing wrong.
  • Your Brand: It’s like watching paint dry. You’re invisible, and your sales are suffering because of it. You want to stand out, but you’re unsure how to do it.
  • Your Decisions: You’re flying blind, relying on gut feelings and outdated tactics. You’ve listened to all the ‘experts’ but nothing is hitting like they said it would.

You after The Brain Lab

  • Your Customers: You’ll understand their psychology inside and out, so you can create marketing that speaks directly to their needs and wants.
  • Your Marketing: Laser-focused, impactful, and backed by science. You’ll have the tools to create campaigns that actually convert.
  • Your Brand: A force to be reckoned with. You’ll stand out from the competition and build a loyal following that’s ready (and wants) to buy.
  • Your Decisions: Strategic, data-driven, and based on proven principles. You’ll have the confidence to make smart choices that drive real results.

Your Progression Timeline

Within 1 Month

  • Clarity: You’ll have a crystal-clear understanding of your ideal customer’s psychology, motivations, and desires.
  • Strategy: You’ll have a solid brand strategy foundation, knowing your unique value proposition and how to differentiate yourself from competitors.
  • Messaging: You’ll start crafting more compelling marketing messages that resonate with your target audience.

Within 3 Months

  • Engagement: You’ll notice increased engagement with your brand across various channels.
  • Lead Generation: Your lead generation efforts will be more targeted and effective, attracting higher-quality prospects.
  • Confidence: You’ll feel more confident in your marketing decisions, backed by the science of persuasion.

Within 6 Months

  • Conversions: Your conversion rates will improve as you implement brain-based strategies into your marketing and sales processes.
  • Revenue Growth: You’ll start to see a measurable increase in sales and revenue as your brand resonates more deeply with your customers.
  • Brand Loyalty: You’ll begin to build a loyal following of customers who are passionate about your brand.

Within 12 Months

  • Market Leadership: Your brand will be recognized as a leader in your industry, known for its unique value proposition and compelling messaging.
  • Sustainable Growth: You’ll have a solid foundation for continued growth, with a deep understanding of your customers and a proven brand strategy.
  • Long-Term Success: You’ll have the tools and confidence to navigate the ever-changing marketing landscape and adapt your brand for continued success.

The timeline is a general guideline, and individual results may vary depending on your starting point, industry, and commitment to implementing the strategies learned. The Laboratory Pro brings additional benefits for those who choose that option.

Generic marketing sucks.
Building a brand takes guts.

We’ll show you how.

How it works

Look, marketing right now is a damn mess. I feel that, you definitely feel that. But the good news? We’re pros at cutting through the chaos and building something that actually works. And, we’re sharing how you can do it too.

Focus on control, not chaos.

In The Brain Lab, we don’t have time for perfectionism or crippling self-doubt. It’s about taking action, learning from what works (and what doesn’t), and building a strategy that gives you the upper hand. Time to own your space, no more hiding.

Learn the WHY behind the WHAT

Forget those ‘experts’ with their one-size-fits-all BS. The Brain Lab is about understanding the real psychology behind why people buy. We’ll teach you how to get creative and deliver marketing that resonates on a gut level, making you the go-to choice.

Action-oriented, designed for results

We’re not here to waste your time with endless theory. It’s about sharp, actionable lessons that get you moving, not just nodding along. Build a brand, see results, period.

Find what your customer’s want

The best brands don’t guess what their audience wants – they know. It’s time to get into your ideal customer’s head and figure out what makes them tick. This is how you create marketing that feels like it was made just for them.

Community and Accountability

Building a kick-ass brand isn’t a solo mission. You need a crew that gets it, pushes you, and celebrates those wins. That’s what you’ll find here – a group that’s got your back, no matter what.

Meet the Presenter

Tara Ladd, Founder of Your One and Only, is a Visual Brand Strategist obsessed with the psychology behind what makes people buy and brands stay memorable. With a background in brand, design, and consumer psychology (at Ad School, LaTrobe Uni, The Wharton School, Griffith Uni, and UTAS ), she’s spent 17+ years deciphering customer psychology and shaping powerful brand experiences. She brings a deep understanding of consumer behaviour, along with her strategic mindset built from over a decade in Sydney ad agencies, to create an approach that goes beyond surface-level tactics.

She’s also the mind behind the ‘Brand and Butter‘ podcast and the Design Mind Theory newsletter, where she dives deep into the powerful intersection of brand, design, and the science of persuasion.

Read more about YO&O here.

“So, much knowledge shared!”

Tara is such an amazing teacher. As a business owner, I am always up for learning more and more and found it packed full of golden nuggets for me to integrate into my business and work on.

Image of Allysha Hickling from The Organised Boss

Allysha HicklingOBM + ActiveCampaign Strategist
(Audience Personals Masterclass Attendee – Content in The Lab)

Ready to ditch the mediocre marketing, stand the heck out, and rake in the cash?

May/June intact idvi

Choose Your Own Direction:

The Brain Lab

Total Value $5,793

The Laboratory Pro

Total Value $21,975

Part 1 – The Brain Lab: 6 Power-Packed Modules

Crack the code of consumer psychology and design marketing that triggers those “hell yes!” moments. (Bite-sized lessons for easy wins)

Audience Cheat Sheet

Map out exactly who you serve – their deepest desires, hidden motivations, the whole damn picture.

Strategic Planning Tools

Find the weak spots in your current plan, leverage biases like a pro, and outsmart the competition.

AI Hacks

Learn how to use AI to your advantage, so you’re churning out creative, effective strategies in no time.

Time-Saving Bonuses

Scripts, templates, and exclusive discounts to streamline your journey to a kickass brand.

Our BBD3 Framework

We don't follow the rules, we rewrite them. Our approach to brand building is backed by science, fueled by creativity, and unapologetically bold. Our framework offers a truly holistic approach to brand transformation, combining brain science, brand strategy, and design psychology.

Part 2 – The Brand Lab (Aug)

Build a brand that stays in its head with a clear purpose and strategy that cuts through the noise.

Part 3 – The Design Lab (Oct)

We’ll teach you how to use design psychology to create visuals that not only look good but also influence the hell out of your audience.

1:1 Coaching

Get 2 x 30-minute sessions to crack open your specific brand challenges.

Exclusive Community

Join a network of ambitious entrepreneurs and marketers who are just as obsessed with building badass brands as you are.

Lifetime Access

Get ongoing updates and access to all future Laboratory programs, because your brand deserves to keep jumping the curve.

Have questions about this?  Email us here


What questions we’re asked most.

The individual Labs are designed to be flexible and fit into your busy schedule. The course materials are pre-recorded and available for you to access at your own pace. As an OG alumni, you’ll have lifetime access to the program. You can progress through the material at a speed that works best for you.

We understand that life can get busy, so we want to make it easy for you to learn and implement the strategies at a pace that feels comfortable and su

The Laboratory Pro: This comprehensive program includes everything in individual labs (when they become available), plus 2 x 30-minute 1:1 coaching sessions with Tara, and exclusive access to a VIP community forum with more opportunities for interaction with Tara and other Lab members.


Do you want your brand to stand out in a market full of ‘boring’?
Do you want marketing that actually works?

If so, you’re in the right place.

This isn’t for lazy marketers or people who believe in overnight success. It’s for those ready to roll up their sleeves, learn what makes customers tick, and build a brand that kicks ass.

As the saying goes, Rome wasn’t built in a day.

Absolutely! The Laboratory is designed to cater to both beginners and experienced marketers.

Our modules are broken down into bite-sized lessons, making the content easy to digest and implement. We start with the fundamentals of brand psychology and strategy, gradually building your knowledge and confidence.

If you’re a beginner, you’ll gain a strong foundation and avoid common mistakes.

If you’re experienced, you’ll refine your skills and discover new strategies to take your brand to the next level.

Hell no. This will help you nail down who you serve, what makes you unique, and build a brand that resonates – so you’re ready to crush it, whatever you do next.

Brain Lab:

As a Brain Lab participant, you’ll have access to email support for any technical questions or issues you have with the course materials. We’re only an email away!

Laboratory Pro:

In addition to the Brain Lab resources, Laboratory Pro participants will receive personalised support through 2 x 30-minute 1:1 coaching sessions with Tara (Founder/Brand Strategist). These sessions are tailored to your specific challenges and provide direct guidance to help you apply the course concepts to your unique brand. You’ll also have exclusive access to a VIP community forum with more opportunities for deeper engagement with both Tara and other driven entrepreneurs.

The Laboratory isn’t your average brand-building course. We ditch the fluffy marketing tactics and generic advice. Instead, we dive deep into the science-backed principles of psychology and consumer behaviour to help you build a brand that truly connects with your audience. Our unique BBD3 Framework (Brain, Brand, Design) provides a holistic approach to brand transformation, ensuring you understand the ‘why‘ behind the ‘what‘ and have a clear plan to success.

Most marketing programs teach you tactics that expire in a week. This is about understanding how your customers’ brains work, building a brand they can’t ignore, and creating marketing that never goes out of style.

It’s designed for busy people like you. The lessons are short and sweet, so you can make serious progress even if you’re short on time. Expect to put in a few hours a week to see big results.

The Brain Lab (individual labs):
Estimation of 6 weeks if you allow 30 minutes/day (3.5 hours/week).
However, these are in-your-own-time programs, so you can go at your own pace.

The Laboratory Pro:
Each program will be staggered out to allow you time to go through the process in chronological order. The Brand Lab will be accessible in August, and The Design Lab in October. Allowing you plenty of time to complete each program, implement learnings, and have a break before kicking off again.

The learning doesn’t stop when the program ends!

You’ll have lifetime access to all course materials and any future updates. You’ll also be invited to join our exclusive alumni community, where you can continue to connect with fellow graduates, share insights, and stay up-to-date on the latest trends in branding and marketing.

Plus, we’ll keep you informed about any future workshops, masterclasses, or events that can help you further your brand-building journey.

We offer two payment options to suit your needs:

  • Upfront Payment: Pay in full for a discounted price and get immediate access to all course materials.
  • Monthly Payment Plan: Spread the cost over several months with our flexible payment plan.

See the pricing section for details on both options.

Yep! We’re not here to waste your time or money. If you’re not blown away within the first week, and you show that you’ve given it a crack, we’ll happily refund your investment.

The official start date for intake 1 is Monday 3 June. The program is self-paced, so you can stop wasting time and start diving into changing the way you brand.

The Brand Lab then kicks off in August, followed by The Design Lab in October. This is so you follow the natural progression of building and executing an in-depth strategy that works for the long haul.

Foundations gives you the blueprint for customer-centric brand and marketing.
Pro is for those who want the VIP treatment, 1:1 strategy sessions, and the inside track to future-proofing their brand.

Are you ready to switch gears?

Build a brand they’d run naked through a thorn bush to get to.

Not ready? Download our free Brand Action Plan.

Get Unstuck with the Brand Action Plan – The go-to breakdown to mapping a powerful strategic foundation.

Download here