Building a Brand: Insights from Jeff Smith of Newman Guitars
On Tuesday, November 12th, 2025, the Daviess County CEO Cohort had the privilege of hosting Jeff Smith, owner of Newman Guitars. Jeff, who has led the company since 2016, shared powerful insights from his journey navigating the shift from print media to the digital age. His presentation delivered key lessons in branding, innovation, and entrepreneurial growth, leaving a strong impression on the cohort’s young business leaders.
One of Jeff’s core messages centered on the importance of registered trademarks. He explained that a trademark not only protects your brand but also strengthens the connection customers have with your product or service. He compared brand maintenance to tending a garden—requiring consistent attention, care, and intentional effort to keep it strong and thriving.
Jeff also emphasized the significance of investing in yourself. He introduced the idea of “Mailbox Money,” describing it as passive income generated from your brand or intellectual property. By developing valuable ideas and protecting them, entrepreneurs can reap long-term financial benefits that continue even without constant daily work.
Jeff elaborated on several additional topics essential to entrepreneurs:
1. Finding someone willing to invest in you
2. Focusing on value, not just numbers
3. Patents vs. trade secrets
4. Digital reference and online presence
5. Scaling up a business
6. Understanding and protecting intellectual property
7. The importance of participating in trade-shows for networking, visibility, and growth
A highlight of the visit came when Jeff played an original Newman Guitar—one crafted for rock legend Billy Gibbons. Hearing the craftsmanship firsthand showcased not only the quality of Newman Guitars but also the impressive reach a small, local brand can achieve.
Despite managing Newman Guitars part-time alongside his career at Nasco Industries, Jeff Smith has created a brand with powerful recognition and national connections. His dedication and creativity serve as a motivating example for the cohort.
In closing, the Daviess County CEO Cohort expressed their appreciation to Jeff for sharing his expertise, experiences, and passion for building a meaningful brand.