Branding Demystified: Interview with a Former Apple Branding Expert
In this episode, branding strategy expert and the founder of Design Pickle, Russ Perry, and I discuss how building your business’ brand doesn’t have to be a difficult process or expensive. Branding is important for all businesses, but there are many myths associated with it, one being that branding and marketing are the same thing. They are not. Branding is a visual representation of your business, but more importantly, it is who your business is in the eyes of your customers. A good brand is recognizable and connects your product to an emotional experience. It is the identity that expresses your value and worth. In the branding process, you learn to think like your customers and understand their emotional triggers, and to speak to them in a way that demonstrates that you understand their needs.
If you have a business and are trying to get to the next level, or are thinking of starting one, listen to this business podcast and learn all the elements that make a great brand and will attract loyal customers and a loyal brand following.
In this episode, you will discover:
- Why the branding process in today’s market has become unnecessarily over complicated and bloated.
- How small business owners like you, seeking to grow, would be wise to invest time and frequent conversations strategizing about how you want your customers to feel about you.
- Why you don’t need to invest a lot of money in your branding game plan, but can and should be pragmatic and spend appropriately for what will ultimately increase your conversions to sales.
- Why you need to become crystal clear on who you are and what you do. Go through your business processes enough times that you know they will work. Then concentrate on improvements needed to these processes. Get narrow in focus before you begin branding!
- Why even though there is more to branding than just visual identity, it is the easiest place to start improving your brand. And, it is what people judge first. So, create a logo, or, if you already have one, ensure that that there is continuity between it and all your other stuff, such as your website, brochures, logo wear, postings to social media, vehicle design, and even how you answer the phone!
- Why nothing degrades branding faster than when the client experience of you is inconsistent throughout all of the ways they touch your business.
- Remember that human beings do not like the unexpected or anything disruptive. Design a customer experience that builds off of previous experiences and creates a certain comfort level. It is in that consistent process of branding that your customers will see you as trustworthy.
- Finally, make sure that if you have social media accounts such as Twitter, Facebook, or Instagram, that you keep them updated and current. A social media account that hasn’t been updated in a while is going to build distrust in your customers.
In this episode we mentioned the following resources:
- Cracking the Millennial Code: An Interview with Javier Montes
- Discover Your Talents: An Interview with Don Hutcheson
- The hidden secret to changing your life in less than 10 minutes a day: Interview with Julianna Raye
- Increase Your Website Conversions: An Interview with Chris Dayley
- What comes first: Fulfillment or Success? An Interview with Chris Plough