S4 Ep03: Let's Talk About Branding with Books

Have you ever wanted to write a book?

This week’s episode has the goods on personal branding and book publishing.

If you've been considering writing a book as part of your overall personal brand strategy, what do you need to consider? Why would you do that? Why wouldn't you do that? How can you make sure that this book that you're going to put all sorts of time, energy, effort, and thought into, is actually going to be something that helps your career in the way that you want it to?

Mindy Gibbins-Klein, a.k.a. The Book Midwife, has helped hundreds of people get their books out of their heads and onto the page⏤and ideally, into the hands of people who can benefit from those books and from those ideas. Mindy is the author of "The Thoughtful Leader," and that title really sums up the various work that she does⏤not only in book coaching, but in leadership consulting as well.

Tune in as we chat about:
[01:42] Is publishing easier or harder these days?
[06:18] Where should people be personally or professionally before they decide to write a book, especially as it relates to a personal brand?
[08:59] Is there a good (or bad) reason to write a book? What should your motivators be?
[10:39] What are some ways that writing a book can be part of an overall personal branding strategy?
[16:51] What commonalities are seen in books that are well leveraged within personal brands?
[28:18] How did writing a book impact Mindy’s own career?
[33:37] What are some things you should consider before starting to write your book?

Contact Mindy Gibbins-Klein:
Book Midwife
MindyGK

S4 Ep02: Let's Talk About Branding and AI with Chris Carr

One thing I love about this show that happens to me frequently is that the interview essentially turns into a private consulting session for me (that’s how good the information is!)

So today’s topic I have avoided as long as I could and it is now at the point where I can’t ignore it anymore (especially as the social platforms are starting to incorporate it to). 

Today I am talking with Chris Carr about the impact of Artificial Intelligence and Branding. Chris is a rising thought leader specifically in AI and is the co-founder and head of Farotek, a digital marketing agency that really has leveraged AI and AI's impact on SEO. 

Today we are diving into AI and branding. I'm big on personal branding, but as we discussed today, when it comes to AI, you get out what you put in. We talk about how you can use AI as a partner and as a tool that does not replace the human side. We're also going to get into some big issues right now with the fast growth of AI regarding what content can be used to train the AI, how thought leaders can approach it, and how it changes the rules of the game when it comes to SEO.

Let’s dive in!

Tune in as we talk about:

[03:29] How is Artificial Intelligence (AI) defined?
[05:18] Can AI be trained to sound like you and your brand? What is the best way to train it? Is AI a utility for my brand? Chris tells us what chat priming is and the right and wrong ways to do it.[11:36] How do you use the AI to know more about your audience?
[13:21] We all know that the information found on the internet is not reliable. So what information is being fed into these AI tools to teach them? Can we rely on it?
[17:34] Can we protect our thought leadership from feeding the AI and eventually from informing our competition?
[20:49] How is AI impacting SEO performance on content creation?
[23:08] Chatbots are a rudimentary AI. Some things that Chris has seen would blow your mind![25:31] Will AI replace humans?
[27:07] What are three ways brands can get started using AI to help them with their branding efforts?

Connect with Chris Carr:

Company: Farotech
Podcast: Digital Marketing Masterclass Podcast

Resources Mentioned in the Episode:
Spark Toro
Buzz Sumo
BARD by Google
ChatGPT
Claude.ai
Pie
Paul Rotor - Marketing AI Institute
Let's Talk About Brand Episode with Andy Crestedina

S4 Ep01: Let's Talk About Becoming The Brand with Jack Appleby

Welcome to the Season 4 premiere of Let’s Talk About Brand! 

I’ve been talking to today’s guest for a couple of years now about coming on the program–and I have to say, it's a much more interesting story now than it would have been when we first started talking about having him on. He has done so much more with his personal brand! We can’t wait to share with you the lessons he’s learned along the way.

If you are part of #MarketingTwitter, you definitely know his name. And I, for one, happen to love how he shows up with a point of view that he can back up with experience.

I am excited to welcome Jack Appleby!

Tune in as we talk about:

[00:00] Introductions
[01:43] Welcome Jack Appleby!
[04:41] When working to build a personal brand, an important thing to remember is that you want to freely share your insights to build a community that will help you establish a strong personal brand.
[06:21]  How did Jack develop from a horribly socially anxious kid to leading a community of followers who feel connected to him?
[08:48] What was the moment when Jack realized what he was building could create bigger opportunities for himself (and the companies he worked for)?
[15:02] Jack never started out to be a content creator, when was he ready to take the leap and become one?
[17:22] How did Jack have the confidence to take over Future Social from Morning Brew?
[23:23] The internet can be a terrible place, so how does Jack prevent it from holding him back? What advice does he have for younger marketers who are starting to build their brands on social media?
[25:59] Jack Appleby: Basketball star?? What lessons has Jack brought with him to build a completely different kind of audience?
[34:13] What three things does Jack recommend you do to grow your LinkedIn community?

Connect with Jack Appleby:

Twitter:  Jack Appleby
Newsletter: Future Social

S3 Ep42: Let's Talk About Brand Season Finale with Pat Flynn

It’s the season 3 finale of Let’s Talk About Brand, we have a very special guest, Pat Flynn from Smart Passive Income. Pat is a perfect example, not only of a strong personal brand but also as someone who has parlayed that personal brand into a company, SPI Media. Then entered a new endeavor with his building of a community all around Pokémon of all things seemingly not connected to his previous work, but as you'll hear, there are connections indeed. I am really excited for today's show. You're going to hear a lot about Pat's own journey and a lot of really actionable lessons that you can use as well in building your brand, building your business, and building your community.

Pat Flynn is a successful entrepreneur. He believes that passive income is achievable through upfront work and strategic automation. Pat has a diverse portfolio of passive income sources, including books, online courses, workshops, and YouTube channel revenue.

Tune in as we talk about:
[00:00] Introductions
[02:21] Let’s clarify this, what is passive income (and what is it not)?
[04:00] Learn more about some of Pat’s income streams
[06:45] What was Pat Flynn’s first entrepreneurial venture?
[10:26] How did Pat start to build his personal brand?
[14:47] How did Pat move his personal brand into a company brand?
[21:46] Pat tells us about the development of Deep Pocket Monster.
[19:00] What does Kimmy look for in the brands that she wants to invest in?
[22:01] We talk about why Kimmy started her own skincare line rather than invest in one and what the experience of launching a new brand was like.
[28:22] Kimmy gives three pieces of advice to someone looking to build a new brand.

Connect with Pat Flynn:

Website: https://www.smartpassiveincome.com/
Newsletter: https://www.smartpassiveincome.com/#unstuck

S3 Ep41: Let's Talk About Branding with from Within with Kimmy Scotti

Regardless of which type of brand you are building, you are ultimately building a brand to resonate with people. Understanding those people and what will resonate with them is a hugely important part of branding. And today's guest, Kimmy Scotti has built brands from her own personal interests and as an investor in other people's brands.

Today we're gonna talk about what goes into brand building, what you really need to know if you're going to be building a brand, what the important elements of her brand are, and what she looks for as an investor.

Today’s guest is Kimmy Scotti. She is the co-founder of Fig.1, serial entrepreneur and venture capitalist, is a self-ascribed skincare obsessive. She is also a founding partner at 8VC where she focuses on consumer and healthcare investments.

Tune in as we talk about:

[00:00] Introductions
[03:34] On a personal level, what are some brands that were part of Kimmy’s earliest experiences with brand affinity?
[05:43] Kimmy tells us about the accidental way she started her jewelry business at the age of 15.
[10:01] How did Kimmy become an investor and start 8VC?
[14:23] When you are highly creative how do you learn when to step in or stay out of a brand you are investing in?
[16:21] How does Kimmy advise on brands that are not in her area of expertise?
[19:00] What does Kimmy look for in the brands that she wants to invest in?
[22:01] We talk about why Kimmy started her own skincare line rather than invest in one and what the experience of launching a new brand was like.
[28:22] Kimmy gives three pieces of advice to someone looking to build a new brand.

Connect with Kimmy Scotti:

Instagram: https://www.instagram.com/kimmyscotti/
Website: https://fig-1.co/

S3 Ep40: Let's Talk About Branding with Consciousness with Jonathan Trimble

In this episode I am speaking with Jonathan Trimble, founder of And Rising, to discuss the topic of conscious brands. Jonathan shares insights from And Rising's work in the consciousness space, ensuring both positive impact and founder well-being. We delve into the importance of a brand's consciousness and how it relates to consumer self-identity. The conversation highlights the shift in brand storytelling, with an increased focus on product origins and sustainability. We also discuss the focus that brands must have on putting functionality first for eco-friendly products and the need to offer superior alternatives. Jonathan emphasizes the importance of providing opportunities for consumers to engage with brands beyond purchasing products. He also shares his hope for a future where regenerative business models dominate. The episode wraps up by talking about the challenges faced by founders in maintaining their well-being and balancing their mission with self-care and how And Rising is helping. 

Today’s guest is Jonathan Trimble. As the founder of And Rising he promotes companies that prioritize sustainability and eco-friendliness. He is drawn to businesses providing alternatives that are more regenerative and environmentally conscious compared to existing options. Additionally, he seeks to support startup founders well-being to help them create stronger companies. 

Tune in as we talk about:

[00:00] Introductions
[02:49] Jonathan tells us about what And Rising is all about and what conscious branding and conscious companies mean to them.
[07:09]  How do brands drive consumption of their products while also framing it as something that will actually is making a perceptible difference in the world?
[10:15] How does And Rising make sure that the brands they are working with aren't just talking the talk, but are actually walking the walk of consciousness as a brand?
[15:08] How much of the operational details should be shared with the consumer when marketing and branding a conscious brand?
[19:28] How do companies make sure they don't niche down too far into only the most hardcore consumers with their messaging?
[20:36] What are some ways that brands can get consumers engaged that don’t include purchasing?
[25:51] How do founders of conscious brands differ from ordinary founders?[29:19] How does And Rising work with founders to make sure that they're not just making the world a better place, but that they're able to be in a good place in the world as well?

Connect with Jonathan Trimble:

LinkedIn: https://www.linkedin.com/in/trimblejonathan/
Website: https://andrising.com/

S3 Ep39: Let's Talk About Branding with Action with Tamsen Webster

It's one thing for you to tell people what your brand is, who you are, what you're about, but it's another thing to show it. And showing it is really what people actually care about. Because let’s face it consumers have pretty sensitive bullshit detector in this stage of capitalism, shall we say. So it's more important than ever for brands to make sure that they are walking the talk and not just using it as a branding tool.

Today we are having a fantastic conversation about how your brand's core beliefs drive the behaviors that in turn drive your brand. 

Today’s guest is Tamsen Webster. Tamsen is part keynote speaker, part message strategist -- and all about building big ideas. She has combined 20 years in marketing, 13 years as a Weight Watchers leader, and four years as a TEDx Executive Producer into a simple way to change how people see, and what they do as a result.

Tune in as we talk about:

[03:12] What is a brand?
[04:29]  What are some of those actions that companies take that give people these experiences that inform the brand impression?
[07:31] Are we expecting too much of brands today? Especially as we seem to anthropomorphize them so much more.
[17:16] How do brands really speak to their audience without it feeling like they are trying to hard to “fit in” with them?
[22:36] How can companies make sure that the actions they are taking to create their brand and impression are actually going to create that impression that they hope for?
[34:08]  In conclusion, what question does Tamsen’s personal brand answer? How does it answer it? And what are your beliefs that drive what behaviors that drive what brand?

Connect with Tamsen Webster here:

Website: Tamsen Webster

S3 Ep38: Let's Talk About Branding with Influencers with Yash Chavan

Today is all about branding with influencers. If used properly, influencer marketing can be an incredible tool to help build your brand. Or if you want to be an influencer, it can be an incredible part of your personal brand. But whether you are the influencer creator or you're the consumer brand who is working with them, you have to be really, really careful to make sure that that influencer marketing partnership is going to build both brands in the right way. 

Today’s guest is Yash Chavan, the founder of SARAL: The Best Influencer Marketing Tool on the Planet right now.

Tune in as we talk about:

[00:00] Introductions
[02:48] How do you define an influencer?
[04:08] How can you tell if somebody has influence if its not about follower count?
[05:48] What are the similarities and differences between having a personal brand and having influence?
[07:32] What are some things to consider when deciding what will bring value to your audience? 
[10:06] If you have a brand that has an engaged audience but not a buying audience, what should those brands look at to change that?
[13:05] What are some things that a creator brand should evaluate before deciding whether or not to work with a particular consumer brand, especially when it comes to brand fit?
[15:25] So what are some things that a brand should look at to make sure that the influencer that they’re approaching is a good fit for the brand?
[19:33] Is it better to work with an influencer that has an audience that fits your consumer or to reach out to an influencer who has an audience that is similar but might not be a perfect fit?
[22:50] What are your thoughts about companies developing their own influencers?
[24:54] A summary of the six-step influencer framework. 

Connect with Yash Chavan here:

Website: SARAL

S3 Ep37: Let's Talk About Brand Conversation with Brooke Sellas

This week's conversation about brand conversations was a really, really great conversation. Our guest, Brooke Sellas, literally wrote the book on brand conversations, and this is such an important part of both customer care and brand impression.

We talked about different ways that those conversations can take place, whether it is in public, on social media, on dark social, or one-on-one. We talk about the team that you should have in place and how you should prepare them to make sure that those conversations put the best foot possible forward for your brand, and we delved into emerging technologies such as Chat and AI when it comes to customer conversations.  

You won’t want to miss this conversation about conversations.

Today’s guest is Brooke B. Sellas. She is the founder and CEO of B Squared Media LLC, which is a social-first marketing agency that has a special focus on customer care. She is also the author of the book Conversations That Connect.

Tune in as we talk about:

[00:00] Introductions
[02:40] How did conversations become the focus?
[05:47] Should the social media team be separate from the customer care team and even the sales team?
[07:39] What are the different types of conversation that happen with brands on social?
[11:51] Is social media a sales channel or a branding channel?
[13:59] Should social media managers be trained in sales or should companies have sales teams that step into social conversations?
[18:30] What are Brooke’s feelings about the use of chatbots and AI in brand conversations?
[22:45] When should brands step into conversations found through social listening?
[24:57] In Brooke’s opinion where should conversations take place on dark social or in public?
[26:39] What are some of the common things that brands are missing and what should they be taking advantage of in conversations?

Connect with Brook Sellas here:

Website: B Squared Media 
Book: Conversations that Connect
Workbook: Social Listening Guide
Podcast: The CX Engine Show
Podcast: The Marketing Agency Show

S3 Ep36: Let's Talk About Branding and Culture with Dr. Marcus Collins

Do you know what Beyonce, Jesus Christ, and Patagonia have in common? 

They all have brands that have shaped the culture that surrounds them. 

In today’s branding conversation, I am talking to Dr. Marcus Collins. We talk about what your brand needs to do if you want to fit into a certain cultural framework, and especially if you want to smash it and really forge your own path within the culture.

Today’s guest is Dr. Marcus Collins, he studies cultural contagion and meaning-making to help bridge the academic-practitioner gap for marketers who aim to put ideas in the world that inspire people to take action. 

Tune in as we talk about:

[00:00] Introductions
[02:41] How do we define culture?
[05:05] How do the disciplines of sociology, anthropology, and psychology bring context and insight to a marketer?
[09:31] How can brands balance taking cultural context into consideration but also stand out in the market?
[14:29] How can brands let go of trying to get the cultural context right for everyone and focus on those that their message is for?
[21:29] What are some key factors that enable a brand to transcend and almost become a culture unto itself?
[21:21] What is social contagion? How can brands learn for it to leverage its influence?

Connect with Dr. Marcus Collins here:

Website: MarcToTheC
Book: For the Culture
Find on socials @Marctothec

S3 Ep35: Let's Talk About Empowered Branding with Tigz Rice

Is there a connection between boudoir photography and branding photography? You bet there is!

They both require you to be both vulnerable and confident enough to show up in your own way!

Stepping into the spotlight of your own personal brand can be a very empowering activity, and it really does involve empowering yourself with a certain amount of fearlessness to show up as your true self, to bring your personality into it and to just really say here’s who I am, here’s what I stand for and what I am all about.

But how does that empowerment come across in your brand photography? Tune in to find out.

Today’s guest is Tigz Rice, a UK-based Empowering Portrait Photographer, who helps fearless humans re/connect with their bodies & feel empowered, confident & unapologetically present in both their personal and professional adventures. 

Tune in as we talk about:

[03:03] How did Tigz become an empowerment photographer?
[06:16] People tend to have mental blocks when it comes to showing up as our true selves, how can a photographer work with you through that? Or does the work need to be done first? 
[08:23] What is it about capturing our image that freaks people out so much?
[09:26] How a photograph express the why as a person or their business?
[11:39] What is the difference between a headshot and a branding photo?
[13:07] How should you prepare for a branding shoot?
[15:40] What is a lifestyle shoot and why should you have one for your personal brand?
[19:37] How is the act of showing up in a different way for our brand photography, empowering?
[21:09] How can you use the images from a branding shoot?
[23:26] What are ways that you can bring personal elements into a branding shoot that won’t muddy your message?
[21:09] How can you use the images from a branding shoot?
[31:28] What is one tip that you would give people to help them through that process and get a little closer to being able to show up in that way?

Connect with Tigz here:

Website: Tigz Rice (you will find all her socials here)

S3 Ep34: Let's Talk About Branding and Persuasion with Jason Harris

Is your brand persuasive? What does that even look like? Do you know what elements your brand needs to have to be persuasive? If you’re not sure then you’re in the right place. Today we’re talking about what persuasion is, what it means, and what branding has to do with your ability to persuade.

Today’s guest is Jason Harris, author of the book, the Soulful Art of Persuasion, host of the podcast Soul & Science, and CEO of Mekanism

Tune in as we talk about:

[00:00] Introductions
[02:56] Jason defines for us what persuasion is. 
[05:21] The art of persuasion has changed over the years. What does it look like now?
[06:52] People hate ads but love brands. What does that mean for you and your brand?
[10:18] How is your brand’s soul connected to persuasion and branding?
[14:08] How can you communicate to buyers that your brand is tied to a purpose and not just looking to make more money?
[18:00] How do you take your company from being one that has a soul and a purpose to make that a brand that people can truly connect with?
[22:09] What does your brand need to be persuasive?
[23:58] If your brand is failing to catch, do you know where to look?
[27:08] Jason and I both define brand.

Connect with Jason here:

Website: Mekanism
Podcast: Soul and Science
Book: The Soulful Art of Persuasion

S3 Ep33: Let's Talk About Branding Your Offer with Janine Coombes

Presumably, your brand is supporting an actual business, and that business has offerings, whether it be products or services. But what are those offerings? How do you make sure that they are supporting your brand? And how do you make sure that your brand is supporting them? How do you put together an offer that gets you where you need to go? How do you make sure it is an offer that you can actually sell?

Today we're gonna be talking with sales and marketing coach Janine Coombes, who specializes in offerings.

Tune in as we talk about:

[00:00] Introductions
[2:23] How Janine got started with helping people define their offers.
[5:48] Why is it important to niche down?
[8:01] How do you find out more about your audience and what they really need?
[12:25] Let’s talk about pricing your offer!
[19:14] Once you have an offer, how do you make sure it sells?
[22:33] How do you put your brand into an offer so you can stand out from others offering the same thing?

Connect with Janine here:

LinkedIn
Website

S3 Ep32: Let's Talk About Building Your Brand Through Speaking with Bri Williams

On this episode of Chat About Brand, we dive into the world of speaking engagements as a means of building your brand. Our guest, Bri Williams, a speaker coach, shares valuable insights on how to know you are ready to take the stage and take it from something you do occasionally to actually building a sustainable business. 

We discuss the importance of having a signature talk, understanding your audience, and picking a topic you're passionate about. We also touch on the symbiotic relationship between speaking and branding, building relationships, and creating marketing assets such as headshots and bios. Join us as we explore the world of speaking and how it can help elevate your brand.

Bri Williams is a speaker coach. She works with professionals who are ready to leverage speaking to get to that next level in their career visibility. And she also works with entrepreneurs to build speaking businesses.

Listen in to learn:

[0:00] Introductions
[3:40] How did speaking become Bri’s business?
[5:49] How do you know you are ready for a speaking career?
[9:56] How do you focus your talk so you don’t overwhelm your audience?
[13:07] Why you should be marketing your business by speaking
[13:59] How do you focus your efforts to find your signature talk and turn speaking into your business?
[19:15] How do you make sure that the speaking you are doing is actually building your business (and not harming it)?
[23:18] What assets do you need to have in place to begin speaking?
[25:28] What are two things that people commonly struggle with when they start speaking?

Connect with Bri here:

LinkedIn
Website

S3 E31: Let's Talk About The Evolution of Brand Experience with Benoit Vatere

Today we are taking a nice little journey back through time to just before the turn of the century, late nineties web one, and what cutting-edge brands were doing with Web1 to get brand messaging out.

Then we shift to Web2 with the introduction of social media, mobile, phones, and smartphones. We talk about how that really shifted branding from being a read-only experience to one with more interaction. 

Then we talk about Web3, what it is, what it isn't, and especially how brands can utilize Web3 technology and real-life in-person tangible events to create experiences that really create a fuller experience of the brand.

Benoit Vatere is the CEO and founder of Mammoth Media, and he is absolutely at the cutting edge of new ways that brands are reaching their people and providing experiences both in the digital world and the physical world, and even somewhere in between.

Listen in as we talk about:

[2:33] How did brands leverage Web1? What was the mindset behind it and what did they hope to accomplish?
[7:50] How/When did the mindset shift from thinking of the web like a digital billboard to realizing that they could deliver a different experience to their customers?
[13:31] What were cutting-edge brands doing in early Web2 but before the rise of social media?
[16:17] How did branding and messaging change after the release of smartphones (especially the iPhone)?
[20:46] How were brands adopting the early phases of social media? 
[25:01] What is really exciting about Web3?
[29:36] What should brands not ignore as we move into the latest phase of brand experiences?

---

Find Benoit here:
Twitter
Mammoth Media

S3 E29: Big Branding for Small Business with Erik Huberman

This week's topic we are talking about something especially near and dear to my heart, which is how small companies can build strong, amazing brands, just like the big guys while remembering that small can be a superpower. We are specifically focused on how small businesses can gain access to opportunities, tools, skills, and strategies that they may not otherwise be privy to or think of. 

I am talking to Erik Huberman CEO of Hawke Media, an agency that brings Fortune 500 company-style branding to companies of all shapes and sizes. 

Listen in to learn:

[2:13] What does Erik do to help companies with their marketing and branding?
[4:56] What is the relationship between company size and market trust? Is being small a superpower or a disadvantage?
[6:59] How can smaller brands gain trust if they don’t have a large budget?
[8:41] What are some ways that smaller businesses can get press opportunities?
[11:01] If getting press opportunities means that you need to stand out, how do brands figure out how they do that?
[12:09] What factors make a brand fun to work with at Hawke Media?
[13:47] What are some common factors that indicate that a company is primed for growth?
[15:47] When is the right time for a brand to outsource their marketing to an agency?
[17:16] Why is it better to hire an agency than to build an in-house marketing team?
[18:58] What other opportunities do big companies have access to that smaller companies might not have?
[21:58]What are some of the best ways that a brand can get ROI from social media?
[23:58] What can big brands and smaller brands learn from each other?
[25:41] What three things are most important when building a brand?

---

Find Erik here:
Twitter
Instagram
LinkedIn
Hawke Media

---

Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Big Branding for Small Business as well!

I'd love to hear your responses to this week's questions (indicate which one you're responding to by beginning with A1, A2, etc.):

Q1. What is the relationship between company size and market trust? Is being small a superpower or a disadvantage?

My initial thought is 'size doesn't matter'. (God, it's hard to avoid all the jokes/innuendos.) You're putting out a quality product/service and always doing right by your customers, whether it's a local, niche market or a global market, trust will develop. - Dave Bednar

It's not either. I think larger companies may be held to higher standards, but they also have a bigger mktg budget and broader customer base. Smaller brands tend to be more scrappy but have stronger relationships with their ICA. It's a trade-off. - Kathryn McClatchy

I believe being small is a superpower! You build a community that supports your business and it supports you whenever you need it! This is why I do copywriting for small businesses. I can't even begin to describe how much I value them! - Claire Lawry

Q2. What opportunities do big companies have access to that smaller companies might not have?

Big companies prioritize mktg and see the value of building a consistent and aligned brand, and often have the budget to bring that in-house. That's an opportunity too many small companies don't yet see the need for, or think they can DIY it. - Kathryn McClatchy

They can pump in colossal amounts of money into R & D to be ahead of the curve. Likewise, they can afford to burn their money into Marketing. - Vignesh Venkatasubramanian

A plethora of consumer-generated content. - Joshua Grotheer

Q3. How can smaller brands gain trust if they don’t have a large budget?

My favorite word, authenticity. That and show your passion for the niche and the industry. - Bonnie Wilson

Small brands must focus on building relationships, providing stellar products/services & and customer service, and prioritizing building awareness and community. If they focus on community, the community will help spread awareness and trust. - Kathryn McClatchy

Make the most of what you got...YOU! Your passion, expertise and enthusiasm are invaluable. Engage with clients. Always follow up. Tout your successes. Share your knowledge. - Dave Bednar

Q4. What are some ways that smaller businesses can get press opportunities?

Press opportunities start local and small. Get involved with issues, projects, advocacy that are on-brand for your biz. As you build a local and TRUSTWORTHY rep, more opportunities for press in larger markets will open up. - Kathryn McClatchy

Back to relationships for this one! Networking and building meaningful connections, engaging in conversations in-person and online, sharing knowledge, and showing up as their most authentic selves are ways that smaller brands can get press opportunities. - Desiree' Slaughter

Engage and build networks. And always be on the lookout for those opportunities, so you can capitalize whenever you can! - Dave Bednar

Q5. What can big brands and smaller brands learn from each other?

The little brands can learn from the big brands successes and failures, as they level up. The big brands can look to the little guy to remember the basics and maybe what they forgot as they got big, and how to get the most out of what they do. - Dave Bednar

Big brands can learn to be more authentic and connect with people in genuine ways. Also, they can learn how to treat employees well. Small brands can learn brilliant marketing strategies. - Claire Lawry

Always remember there is something to learn from others! Learn - and then make it your own. - Kathryn Lang

Q6. What three things are most important when building a brand, regardless of size?

Be true to your values. If your brand and your values don’t align you will not be successful. - Ann Brennan

Brand building must have: Authentic vision; Authentic voice; Intentional action plan - Kathryn Lang

1. Knowing your purpose and audience; 2. Consistent and aligned branding; 3. Building awareness and community. - Kathryn McClatchy

Be clear and consistent about who you are, what you're offering, and why someone should come to you over someone else. - Dave Bednar

Q7. What are some big brands that are marketing like smaller brands? What factors create that impression?

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S3 E28: Branding a Micro-Niche with Melissa LuVisi

This week's topic is definitely one that is very relevant to a lot of brands, which is branding a micro-niche. This will be especially relevant if you are in B2B or tech or something similar. In the case of a micro niche, your audience is hyper-targeted and much smaller in size. This can make designing your branding and marketing more difficult than it would be for larger niches that have thousands or hundreds of thousands in their potential market. Today’s guest is going to show us how she has taken her experience in branding and marketing large B2C companies and applied it to a B2B micro niche.

Melissa LuVisi, the Chief Strategy Officer at tab32. tab32 is the leading innovator of dental practice management technology.

Listen in to learn:
[2:19] What has been Melissa's interesting career journey?
[4:05] What does a strategy office do?
[5:12] How did Melissa transition from larger niches into the micro-niche of dental practitioners?
[7:48] How do you build a following for a micro-niche?
[9:48] What has been her strategy behind the frequent rebranding?
[12:27] Where did Melissa first start when she started branding a micro-niche?
[17:07] What is the difference between marketing a large B2C niche and a B2B micro-niche?
[19:40] What does Melissa believe is the next thing that companies should lean into to get their brand out there?
[23:51] What are some things that bigger companies might learn from smaller ones and smaller companies could learn from the bigger ones about branding?
[26:47] What can B2C and niche B2B learn from each other as well?

Find Melissa here:
Newsweek's Expert Forum
Instagram
Twitter

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Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Micro-Niches as well!

I'd love to hear your responses to this week's questions (indicate which one you're responding to by beginning with A1, A2, etc.):

Q1. Why do “un-sexy” industries need brands, too?

If you want to do business... you need a brand. People need to be able to describe a business as well as they can describe a friend: their appearance, their humor, their tone. That's a brand. You have one whether you intend it or not--so make it a great one! - Amy Knightley

Everyone needs a brand, even if it's in an industry that doesn't necessarily value brand. You never know when something will happen and they'll need a brand to fall back on. Assuming tomorrow will be like today is a fast way to obsolescence. - Jim MacLeod

I don't think there is such a thing as "un-sexy brands." It's simply a matter of finding the audience who believes your niche and brand is "sexy." And that's the heart of branding--being able to attract your ideal audience and repel those who aren't. - Kathryn McClatchy

To distinguish themselves from their competition. Even if an industry is “un-sexy,” niche consumers are still interested in finding the best match - Danielle Oberdier

Some unsexy purchases are made everysingleday like TP or coffee, where a strong brand is the best chance to penetrate buyer routine. In contrast, on life's big, ugly purchases (think: furnace), brand helps you compete on more than bottom-pricing. - Kayla Naab

Q2. What are some core elements a more utilitarian brand might need to communicate?

All brands should be a utility! They can only inspire and connect and transform etc. IF they have the mechanics that matter, which are: Audience Insights; Purpose, Mission, Promise etc.; Unique Position & Message; Touchpoints/Channels; Voice/Tone - Kayla Naab

All brands, even those like TP and furnaces, need to show social proof, that they do the job well and are reliable, that they are ethical, that they value their customers and serve them and their employees well, and that they are competitive in their market. - Kathryn McClatchy

Value. If a utilitarian brand can communicate that it provides value because its focused on the customer, this will help customers feel better about this purchase and the next. - Jim MacLeod

Communicate your mission, vision, and purpose - it's not complicated. Let people know who you are. - Kathryn Lang

Q3. How do you build a following for a micro-niche, industry-specific type of brand?

The same as any other niche/brand. Start with identifying the ideal audience and their needs and expectations. Get clear on your purpose, why, and what you offer. Then use the best platforms and channels to communicate all that with your ICA. - Kathryn McClatchy

Such a great question! This takes a LOT of engaging -- joining relevant FB groups and commenting, getting on LI and joining convos and adding value... JOINING TWITTER CHATSSS... - Jen Cole, Greteman Group

Finding where the audience migrates to, listen and engage authentically. Use that information to figure our how to best serve them. - Bonnie Wilson

Lots of community work and willingness to research those niches to true understand the audience and what matters to them. - Morgan Andersen

For these brands, I worry less about building a following, and care more about building a pipeline of awareness, interest, and intent. Unlike Coca Cola and Kim K., mass appeal isn't our goal here -- so its targeted messaging, borrowed audiences, longform. - Kayla Naab

I'm still convinced the way to build a following is to have fun, make friends, and find ways to be relentlessly helpful. - Kathryn Lang

Q4. What is the difference between marketing a large B2C niche brand and a B2B micro-niche brand?

B2c for a large brand is like throwing a net into the ocean to fish. B2b niche is more like fishing with a pole in a small pond. If that makes any sense. The needs and technique are so different. - Bonnie Wilson

There can be a number of things that are different.... Do they have to tiptoe around legislation as a micro-niche B2B? As a large B2C, it makes sense to be on almost every social platform... but not necessarily micro-niche B2B...etc - Jen Cole, Greteman Group

Large, B2C brands have room to play. The job is simply to remind happy buyers to buy more, encourage shares, get influence, go viral, acquire loyalty. But B2B niche brands need methodical business outcomes and collective approvals and repeatable processes. - Kayla Naab

Q5. What can B2C brands and niche B2B brands learn from each other?

Things like design and voice give an indication to the consumer that if a company is willing to spend on that, it must be spending to make a quality product...It's about perception. Years ago I was in charge of graphics & presentations at the partner conference of a company I had just joined. A Sr. Director gave me a big hug and said, "people will look at our company differently because of the work you're doing." - Jim MacLeod

B2C brands can look to B2B niche for that reproducible, optimized, process driven success. B2B brands can borrow event marketing, and splashy colors and photos, storytelling, etc. from the big B2C guys. We can all practice social responsibility together. - Kayla Naab

All the different approaches to listen, talk and learn. We all go about this differently. - Bonnie Wilson

They're both talking to people. - Kaz

Q6. What are some things that bigger companies might learn from smaller ones and smaller companies could learn from the bigger ones about branding?

Target customers that really love your product. - Cindy Peña

Q7. Have you seen any niche brands doing really innovative things? Share!

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Keep up on the latest branding conversations with my weekly email and be sure to subscribe to "Let’s Talk About Brand" on your podcast player of choice!

S3 E27: Branding For Executives with Ashley Faus

Building internal thought leaders is a topic that is frequently overlooked in personal branding. We all know that pretty much every industry has its thought leaders and companies are starting to get wise to realize that they have really smart people who might be the people other people are listening to. Thought leadership is great for the company's reputation, brand loyalty, and recruiting.

Ashley Faus, Director of Integrated Product Marketing at Atlassian discusses why companies need to develop their thought leaders and some of the best ways they can support those initiatives.

Listen in to learn:
[3:10] What is thought leadership?
[5:42] What are the benefits to developing internal thought leadership?
[7:22] What is one reason companies are hesitant to develop thought leaders?
[10:03] How does Ashley’s role as a product marketer make her the perfect person to develop thought leaders?
[13:46] How should a company select its thought leaders?
[17:01] What are the best platforms or outlets for new thought leaders?
[20:34] How does Ashely help to develop thought leaders?
[22:16] How does Ashley work with new thought leaders to move beyond one piece of content?
[25:09] What are some of the benefits Ashley has seen from developing thought leaders?
[27:43] What can a smaller company do to begin to develop thought leaders?

Find Ashley here:
LinkedIn
Twitter

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Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Branding for Executives as well! Here are a few of my favorite responses.

I'd love to hear your responses to this week's questions here in the comments (indicate which one you're responding to by beginning with A1, A2, etc.):

Q1. Why should executives who work for a brand still focus on developing their own personal brands?

You are not your employer—they’re a chapter header in YOUR book—and your book needs all your wonderful pages. -Amy Knightley

No job is forever, so building your image independently of a brand you don't own could be smart. You never know what opportunities you unlock by showing up in front of the right people. -Teodora Pirciu

#executives should always build a robust #personalbrand! It is an incredible tool to compress the know, like and trust factor. It is a mission critical part of sustainable #leadership! -Nathalie Gregg

People do business with other people, not brands (my take, of course). A personal brand helps buyers see the people behind the company brand. When you know, like, and trust a person within a brand, you're more likely to purchase from that brand. -Mallie Hart

Q2. What can a personal brand do for you if you wish to remain with your current employer?

When handled responsibly, a personal brand can help your current employer because customers and prospects will want to interact with someone with a strong personal brand. And it shows the company is significant if it has significant people. -Jim MacLeod

It’ll create internal opportunities to be pulled into cross-functional teams or join tables your title usually isn’t invited to join. Even better? You can become THE person as a career-maker when others want to elevate their presence as well. Amy Knightley

Demonstrate internally and externally your influence on the organisation. This is useful to show your commitment to the org. values and direction and to growing with the organisation -Kathy-Ann Fletcher, PhD. FHEA. MCIM

When I started tweeting about advertising, I became a new biz source. I brought in Spotify and Riot Games through Twitter DMs! -Jack Appleby

Q3. How can executives with strong personal brands benefit their companies?

Personal brands can engage with people the brand account never could. -Amy Knightley

It helps with exploring new ideas on how to grow a the company they work for. Sometimes seemingly unrelated ideas can work so well! -Claire Lawry

Build reputation. Gain business. Form partnerships with executives and other organisations based on the meaningful relationships formed on the back of the personal brands. -Kathy-Ann Fletcher, PhD. FHEA. MCIM

We seek out tweeps who resonate with us. If that executive's personal brand resonates, it can bring fresh eyes to the company's messaging. If we all liked the same things the world would be a very boring place. It's the differences that draw us in. -Mallie Hart

Q4. How can encouraging your executives to develop strong personal brands benefit employee retention?

Employees who feel supported in developing their personal brands, feel for sure valued by their employer and stay committed to their company. Strong personal brands can help executives to stand out as thought leaders and attract top talent to their team -Doris Paulnsteiner

It encourages intrapreneurship within the company and leads to more discussions about intrapreneurship and entrepreneurship -Claire Lawry

A company with a "star" executive can help with retention because it creates an environment where people want to work. Or at least it creates a perception of a place people want to work. -Jim MacLeod

We are all designed on purpose and for a purpose. When we are living in that space then we are more joyful at all we do. A personal brand harnesses the power of unique design. -Kathryn Lang

Q5. How can encouraging your executives to develop strong personal brands benefit recruitment?

It will help the company show up well in a number of search results and benefit prospective applicants' research into the company -Claire Lawry

Employees want to work for a company that is well-known and respected. If they are well-known, it will be easier to attract and retain top talent. Virtudesk

You need to be passionate about your workplace, others feel it and want to be there. -Bonnie Wilson

Q6. What can companies do to support their employees in developing strong personal brands?

Companies better support employees who build strong personal brands. Otherwise, the employee with a strong personal brand will be poached. -Jim MacLeod

Encourage your employees to post about their work. A lot of companies scream this "WE" thinking at all times, actively discouraging people from owning their proudest individual moments. It's dumb. Jack Appleby

Let them know about privacy standards without restricting them. Do collabs, retweets/reshares and have face-to-face discussions! -Claire Lawry

Make it super easy and clear to find these resources. Many companies have them but it’s super confusing on how to locate and use them. -Morgan Andersen

Training them. Showing good examples of personal brand development. Giving time and resource for professional development even linking with mentors or champions who can help guide esp. in the early stages -Kathy-Ann Fletcher, PhD. FHEA. MCIM

Talk is cheap. Saying it's valuable doesn't motivate movement. Reward & celebrate the individuals making an intentional impact AND incentivize a culture where team members help their peers strengthen their own brands. -Amy Knightley

Allow them the time to maintain that brand during business hours. It's all about balance. We can all get our work done AND benefit the company with strong brand messages! -Mallie Hart

Q7. Has an employer ever done anything to support you in building your own brand and career?

Absolutely. After nearly 20 year as an entrepreneur, I took a job where I didn't own everything. Now I'm an intrapreneur, bringing my entrepreneurial mindset and skills to their company. My bosses are THRILLED that I maintain my personal brand! -Mallie Hart

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Keep up on the latest branding conversations with my weekly email  and be sure to subscribe to "Let’s Talk About Brand" on your podcast player of choice:

S3 E26: Brand Sustainabilty with Katie Klencheski

"Brand Sustainability" Here is a term that means different things to different people, different brands, and even different industries. But what is it really and how should your brand respond?

Katie Klencheski from SMAKK Studios discusses what brand sustainability really is and how brands can make a meaningful impact that resonates with their customers.

Listen in to learn:
[2:50] How is sustainability defined?
[5:21] What is cause-washing and how can companies avoid it?
[7:55] What do different generations expect when it comes to sustainability?
[10:14] Can small changes really have an impact?
[13:03] Why is it so hard for companies to change and is it really worth the effort?
[15:05] Is absolute sustainability possible? 
[18:43] Are consumers focused on the right things when considering sustainable brands?
[22:16] What practices are emerging among companies?
[25:43] How can companies stand out when sustainability is expected and not a differentiator? 

Find Katie here:
Smakk Studios website
Instagram

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Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Brand Sustainability as well!

I'd love to hear your responses to this week's questions (indicate which one you're responding to by beginning with A1, A2, etc.):

Q1. In what ways can a brand be “sustainable”?

Brands become sustainable if they can reduce their environmental impact by implementing sustainable practices such as lowering carbon emissions, using renewable energy, sourcing sustainable materials, reducing waste, and encouraging recycling. Pavel G. Stepanov, JD

Aside from focusing on environmentally, brands can strive for financial sustainability by efficiently managing their resources, investing in sustainable technologies and practices, and promoting long-term profitability. Virtudesk

Sustainability is important to the environment, but also our personal energy. So much that is taught in marketing and entrepreneurship is not healthy nor sustainable. All brands need to focus on long-term costs for their communities regardless of the industry. Kathryn McClatchy

Q2. Why does it matter to consumers if a brand is sustainable?

Its about finding brands that care about the same things we do. Bonnie Wilson

By choosing a sustainable brand, consumers tend to feel that they are also contributing to reducing the impact (especially environmentally) by supporting these brands. Virtudesk

We're getting to the point we can't do half-measures for sustainability and so many people are seeing the effects of climate change and demanding real change from everyone, not just their own standards. Claire L.

Q3. How have the benchmarks of “sustainability” changed over time?

The benchmarks change as society changes. Also, as our society has become increasingly global, it's not just about our local community, businesses, or resources anymore. Kathryn McClatchy

I think in the past couple years it's become a big issues in consumers minds but it's also become a buzz word. The authenticity comes into play here. Bonnie Wilson

Q4. What is “greenwashing”?

Greenwashing can take many forms, including making vague or unclear environmental claims, using misleading images, or giving the impression that a product is more environmentally friendly than it is. Virtudesk

The classic example is when oil companies do ads about how sustainable they are. Basically, advertising how green you are, but when you look deeper, it's not true. Claire L.

Q5. Why do you think consumers care more about cause-driven companies than perhaps they used to?

Consumers today are more socially and environmentally conscious than before, and they are looking for ways to integrate their values into their purchasing decisions. They want to feel that they are supporting businesses that share their values and priorities. Virtudesk

People today are more concerned with the decisions we are doing that impact the environment. That is why consumers are more likely to support a company that is making a positive impact on the world and is committed to social and environmental responsibility. Pavel G. Stepanov, JD

Q6. What causes do you care about?

I want people to live their best life by discovering their uniqueness and putting them boldly to work! I am working with schools, organizations, churches, and individuals to help people discover the joy of living their design. Kathryn Lang

Organic, gmo-free, farming. Not using slave labor. Sustainable fashion (using natural organic fibers and healthy fair-trade labor). Kathryn McClatchy

Q7. Are there any ways you could incorporate these causes into your brand?

Yes. I talk about organic gardening, what vegans eat, and tea and chocolate, as all of these "hobbies" open the door to harder and bigger conversations around sustainability. I also seek out the smaller businesses who are doing the things to shed a light on. Kathryn McClatchy

Keep up on the latest branding conversations with my weekly email and be sure to subscribe to "Let’s Talk About Brand on your podcast player of choice:

S3 E25: Thought Leadership with Katie McKiever

"Thought Leadership." We've all heard the term. But what exactly does it mean, and who can it benefit?

Katie McKiever discusses why thought leadership matters for ALL professionals⏤even those with employers⏤and how we can earn some of it for ourselves.