S4 Ep05: Let's Talk About Design for Personal Brands

What comes to mind when you think of personal brand design? Is it fonts? Colors? Logos? Images? Templates? All of the above? Or maybe none of the above? 

That is not all that uncommon, a lot of people when they think of design, think of a consumer brand or something like that, or, some big corporation, but personal brands also need some design love too.

Today I’m talking with brand designer, Amy Walker from Bloom Creative about, what goes into brand design, what type of visual branding is useful for a personal brand to have, what brand parameters make sense for a personal brand to have and so much more!

While there are no hard and fast rules when it comes to personal brand design, Amy has worked with many people to design their personal brands, so she's going to tell us her expert opinion on what are good things to think about when it comes to designing your personal brand.

Tune in as we talk about the following design choices for personal brands: 

[00:00] Welcome Amy Walters!
[02:36] What is the core of every personal brand design?
[04:05] How does color psychology play into selecting a brand color?
[10:22] What is important when it comes to visual branding for personal brands?
[13:03] Should personal brands have a logo?
[18:08] How do photography and brand images come into play with personal branding?
[20:39] What are some of the digital assets that are needed for a personal brand design? 
[24:11] What is included in a personal brand design guide? 
[26:03] What are the limits for colors and fonts in a personal brand?
[30:03] What should be taken into consideration as a brand evolves over time?

Contact Amy Walters
Linkedin: Amy Walters
Instagram: Amy Walters
Website: Bloom Creative

• Read the Show Transcript Here

  Christine Gritmon: Hello, welcome to Let's Talk About Brand. I'm your host, Christine Gritmon, coming at you every single week, talking with a different guest expert about branding, especially personal branding.

  Today, I'm speaking to designer Amy Walters of Bloom Creative. I saw Amy speak in London at a digital women event.

  And she was talking about design and AI at that point which is something she talks a lot about, but that is not the topic of today's show. What I really wanted to talk to Amy about today was about design and personal branding. A lot of people, when they think of design, they think of, consumer brand or something like that, or, some big corporation, but personal brands also need some design love too.

  So Amy and I are going to talk today about, first of all, what goes into brand design, because a brand is not the design itself. So Amy definitely is very thoughtful with her process. She's going to give us some really great insights as to the things we need to give thought to before just slapping on a color and a font and calling it a brand.

  We're also going to talk about what type of visual branding is useful for a personal brand to have. We generally don't have things like packaging or brochures or any of that. What sort of things do we need designed? Should we work with a designer on? But also what sort of brand parameters make sense for a personal brand to have?

  Do you need a logo? Do you need colors, fonts? How many? All of that. While there are no hard and fast rules when it comes to brand design, Amy has worked with many people to design their personal brands, so she's going to tell us her expert opinion on sort of what are good things to think about when it comes to designing your personal brand.

  Without any further ado, let's bring her on! Come on down, Amy Walters!

  Amy Walters: I love the applause.

  Christine Gritmon: Who doesn't? My goodness. And of course, one fabulous way to warrant applause is to have fabulous branding. So I'm actually going to dive right in with you, Amy.

  A lot of people, when they think about branding, They think about the design elements. They think about a color or, a logo or font treatments, things of that nature.

  But as we were discussing before the show, a brand really is so much more than that. And really a brand is what goes into all of those decisions ultimately. So Amy, as a brand designer, when you're working with someone on designing the visual elements of their branding, what are some of those things that really need to be nailed down first, before you can decide how to represent that brand visually?

  Amy Walters: Yeah, absolutely. It goes so much further than just what looks pretty and what's on trend so what I do with clients is talk to them about their vision for what it is they're doing so whether that's personally or in their business what it is that they are doing And what their vision and their values are and the same for their target audience because that's important too. And once you've got that sort of picture behind the heart of their business, why did they start it?

  What's their passion or their project if it's not a business? And then also what their target audience like to see, then that all feeds into the branding and the visual appearance that has so much more meaning than just, we chose this because it resonated with us on some level because it looked pretty. It gives so much more meaning and that in turn, makes a brand more memorable because we as humans love to put meaning behind things.

  So if we can see why it's been done, we're going to remember it more and we're going to be able to relate more with that brand and that appearance.

  Christine Gritmon: To that point about us, you know, automatically imbuing things with meaning and imbuing colors and shapes and things of that nature with meaning, what are some examples of how that translates into the type of visual branding that you would use? What are some things that we already imbue with meaning that can serve as that sort of shortcut to people for what we stand for?

  Amy Walters: Yeah, so colors that you touched on is a brilliant one for that. There's something called color psychology, which is the psychology behind color. When you see a color How does it make you feel? What does it make you want to do? Is it an encouraging color? And so looking into the color psychology, you can then choose colors that suit your brand your niche your industry, but also that help you to stand out. So there are colors that mean sort of happy, you know happy meanings and there are colors that are perhaps more serious and those things are really worth considering.

  I think it's just it's so interesting when you dive into the psychology behind color and what each and every single one means but also on another level to that. Whilst there are meanings for, if you think the whole of society, they'll see red and that means danger, or they'll see red and that means excitement there are also meanings that are personal to every individual person so you're not going to know what those are. But you might find that your brand really resonates with a particular target client because for them personally the color means something even more than what it would mean for any other person walking down the street.

  So color is a brilliant place to start, and I suppose in a way, one of those shortcuts. Because we all know what colors are, we all know that there are infinite colors and we all know the colors of the rainbow.

  So if we start with colors and how the meaning of the colors link with the meaning of your business and the passion of your business and what you do, then that is a great place to start with your branding.

  Christine Gritmon: Hadn't meant to go this personal this early, but Amy, Purple, Bloom Creative, your company goes with Purple. Tell me how you came to that decision.

  Amy Walters: Yeah, I love the story behind my branding. It's something that I thought a lot about when I started out as a freelancer, I was using colors that I, you know, I liked and they did resonate with me and they had meaning. But actually now that I've gone purple and with Bloom Creative. There's so much more behind that.

  So the story behind the purple is that when I was starting my business, there was a lot of influence of my grandma. My grandma sadly is no longer with us. She passed away in 2014, but she was a creative and she was somebody who I aspire to because she was always giving, she was generous with her time.

  She was so kind and she had the creative side of being an excellent painter and being able to create things out of wool, like knitted that it was just brilliant. So she was super creative. So I looked at the color purple because that was her favorite color. She always wore purple. And then once I dove into it further, I realised that the colour purple has so much more going on in terms of the colour psychology. And it's a colour I'm drawn to, I love the colour purple too.

  And there's no surprise. because something I find that people have with their kind of their brand colors, often they'll choose them. And then when they look at the color psychology afterwards, they'll realize that it's connected somehow with their business and their passions. Probably nine times out of 10, I find that happens.

  And when I've shared on social about it, people comment. So you might find that. So with this color psychology behind purple, there's a lot to do with kind of creativity which makes sense. But there's also something about the color purple, which is it's one of the richest colors that doesn't fade over time.

  And I think that really describes what I do in terms of enhancing people's brands and trying to create brands that don't fade. So it's not a visual brands that will last you a few years, and then you'll have to refresh it or start again, even, but it's a brand that you can start and build from, and it will last you for a huge length of time and be, enhanced and lasting instead of just something quick and simple and not complex and up and out there. But then in a year's time, you realize you want to redo it. So that kind of everlasting purple color really connects with that too. So that's you know the purple side.

  Christine Gritmon: I love that. I love how much meaning you have in there for that purple color choice. And the interesting thing is... Someone else who uses purple may have a totally different meaning behind purple for it, but it also works. I know Julie Catino, who was actually the very first let's talk about brand guest back in 2020.

  Her whole thing is brand twist. It's about getting influences from outside places. And she chose purple because it's a twist of, blue and red or blue and pink. They're the primary colors that are secondary in her brand, but the primary brand color is that secondary purple because it's a twist.

  Oh my goodness, I love it. I chose red because it was my favorite color, but since then I've added the layers of meaning to it about excitement. Excitement and passion and enthusiasm is all my superpower. It works with the retro thing. It's so easy to pull in with, lipstick and accessories.

  There's all sorts of reasons why it works. But the reason I chose it to begin with is just cause it just fit for me. It just resonated. It was something I did naturally and I could add in those elements of meaning later. But it is important to give thought to those things if you're going to really define a brand.

  Which actually brings me to something I really want to discuss with you. A lot of times when we think of branding, when we think of. Not just visual branding, but branding in general, coming up with a brand, what a brand even is. We often think of a consumer brand or, a big B2B company or something of that nature.

  But here at Let's Talk About Brand and in my own work, I'm all about the personal brand and personal branding varies pretty wildly. Some people feel like they do need some sort of visual branding. Some people don't bother with the visual branding. Not everyone has to be, bathed in it like I am.

  First of all, I'm going to ask for your thoughts on visual branding for personal brands, because some people like having a logo. Some people are fine with just a color palette. Some people just like consistency with the overall design. Vibe. What do you feel when it comes to visual branding for personal brands and why it is useful and even why it may not be useful?

  Amy Walters: Yeah, so again you hit kind of the nail on the head in terms of consistency So consistency is one of the things that is really important. I think when it comes to your visual personal branding. So if you do start to use a color palette it's important to stick to that and use it consistently.

  And of course, over time, you can change it if there is reason to, but being consistent and showing up consistently, it's going to be one of those things that makes you a few things. It makes you trustworthy because you show up how people expect you to look and it makes you noticed and remembered. So people see you and they go, Oh yeah, that's you.

  But then also when they need you further down the line, they think I need you. So as an example, I was having a chat, actually with my auntie I don't often see her and we had a chat at a family party recently. And she said, Oh, I nearly got some work your way because I wanted to recommend you because my work were having a rebrand.

  And she said, and I got so excited that I said, I know a purple business who can do that. So for her, as soon as she heard that there was an opportunity for work, she immediately thought of me and my purple business, as she put it. Using your branding consistently, whether that's colours, whether that's fonts, whether that's carousels that look consistently the same and are engaging in design, you will be remembered.

  And then thought of when people need your services. So I think that's a really good pro to having your branding defined. In terms of personal branding, there are, cons if you go a bit too far and you spend too much time perfecting your look, because naturally as humans we are not perfect and you don't want to, as your personal brand look to be the perfect person.

  Because people don't follow that online, they don't want to see the perfect, they want to see the real. So as long as you're balancing that with meaningful branding that works for you, that resonates with you, and then not taking it too far and being too perfect about it, that you either don't post, or you post too infrequently, or, you restrict yourself and your content because of that, then you can create that perfect balance with your personal brand.

  Christine Gritmon: If I may extrapolate from that, from what you're saying, so consistent is better than perfect, but doing it at all is even more important than consistent. You don't have to feel boxed in by the elements that you've defined if they make you unable to be a person.

  Amy Walters: Exactly, absolutely exactly that. It's that kind of balance and the balance you have to keep an eye on all of the time.

  Christine Gritmon: Now, how do you feel about logos for personal brands? Because I know that's a tricky one. At the beginning of my business, I had a logo, I didn't really like it, and I almost never used it. And I have since developed a logo that I love that is literally based on my own signature. It's very close to my own signature and it has the retro vibe, but it took years for me to get to a point where I had something I enjoyed using and that was flexible enough to use also because my old one only kind of worked in a square. How do you feel about personal brands and logos? Do they need them? Do they generally not and what should people consider when considering one of those for their personal brand?

  Amy Walters: Yeah, so I think it changes all of the time per person. So it's definitely an individual answer. So for some people having a logo like yours that's a more signature logo, that works for them because it means they can brand stuff up that Does require a logo, whether that's on a business card or on a website.

  So there are places that logos can be used for personal branding. That being said I think definitely the people i've worked with in terms of personal branding we have chosen to stick more to that sort of signature handwriting style because that feels the most personal. So it makes sense that your logo is based on your signature because that's a very personal approach to a personal branding logo. I think though, with whether or not you should have one, you can do without one.

  So there are a number of social platforms you'll probably be on. If you are on those social platforms, often you'll need a profile picture. And there is a lot of kind of discussion out there as to whether your profile picture should be your photo or should be your logo. But I think we can all agree we're leaning more towards photos, especially when it's personal branding.

  So if you're using your photo and your face, that sort of, I suppose, becomes your logo in that's the face of what you do. And that's what people recognize in the way that a logo might be the face of a business. So there are pros and cons. And like I say, it's completely individualized as to whether a logo would be worth it for you and your personal brand.

  Work it out whether that would be something that you need and why. If you're just doing it to have a logo for logo's sake, probably not the reason.

  Christine Gritmon: I absolutely love what you said about how your face can almost function as the logo. I always encourage that when people are comfortable doing it, especially if they're operating as a service provider or something where the business name is Their name, I'm Christine Gritman, Inc. And so Christine Gritman is the product is the service is what you're getting.

  I'm curious as to how you decided to go with a name for your business with Bloom Creative instead of just going with Amy Walters. How did you make that decision?

  Amy Walters: I actually started as Amy Walters. So when I started freelancing in 2018, I started as Amy Walters, then art and design. And I had two parts of my business and it was all very much me. I then went through some business coaching, around this time last year. So I'm coming up to Bloom Creatives one year birthday.

  So around this time last year, I was coming to the end of my coaching. And in that I had discovered that actually by using my name, I was limiting myself because I was weaving my own identity with my business. And for me as a person that didn't work so well. And I needed a way to express myself creatively in a business that had its own identity, but I could also be Amy Walters, who does her creative hobbies and has her side hustles at the same time.

  But I wasn't always Amy Walters and everything was part of that. So that's why I then started looking at having a name. That's when I added purple in too and bloom comes from the idea that I help businesses to bloom So you start, you know as a bud and then you'll bloom and then you'll be blossoming and I help businesses to bloom And continue to bloom so businesses who are already functioning who are already successful, but perhaps even the businesses are blooming, but their visual identity is as if they've just started out and they need to bring that up to show that they are blooming.

  So it's that kind of thing. That's where bloom came from. And of course creative. I decided because I was Amy Walters, art and design, and that felt that I was even restricting myself further by just art and design, and I wanted to widen it to creatives. So I did start as Amy Walters and I built my brand there and then I changed it about a year ago

  Christine Gritmon: And I also want to go back to something else that you pointed out about branding and personal brands, which is pictures. You're not a brand photographer and I've certainly had some of those on and will continue to, but I imagine that some of the design work you do. With clients, especially for personal brands incorporates photography on some level.

  Do you work with photographers and clients together to figure out what's going to be on brand, what's going to work for the designs that you're doing for them? How does photography beyond the simple basic headshot, factor into the design work that you're able to do or that you love to do for clients, especially when it comes to a personal brand?

  Amy Walters: Personal brand photography is so much more exciting than just your standard headshot. I work with a photographer who does my brand photography and she is brilliant at having those discussions with clients about what is it that you do? Who is it that you are as a person?

  And what do you want to show in these photos? So if I give a personal example, for me, the last photo shoot we had it was my first one since becoming Bloom. So since becoming Purple, and I really wanted to make a thing of that. So I went to Tesco's one evening when all of the flowers are yellow stickered and I bought All of the purple ones and then I got myself some purple paper confetti and I found everything purple I had and of course all of my purple clothing And then I made sure that not only did I include my purple because that was the big thing that I wanted to display But also I included my personality. So we had some photos where my head is poking out from the side of stacked up board games.

  And we were a bit selective where we chose the board games that had some floral element to them so that they worked. But it was to show that part of my personality in being creative is that I love to problem solve and I love to play board games. And I've got tons of flowers at home and I've got a kind of water jug that sprays and I've put on there bloom where you are planted.

  And so of course that works with Bloom Creative. So we had a kind of shot of me spraying that. And that's all the different ways that you can build not only your branding in terms of the purple and the style, but also build in your personality. She is a fab person who I recommend clients to, and she can then draw out a bit further than the stuff that I would say.

  I would give some guidance in terms of perhaps the style of images. And whether they need to be particularly edited or quite natural looking and the kind of lighting and stuff But she would take it and go so much further with the personality side of things weaving that with the design which is just fabulous to see and the results look on brand.

  Christine Gritmon: I love that. Now, when someone is going in to have stuff designed for their personal brand, what are some things that you would typically design for someone's personal brand? What sort of digital assets? I don't know if there are any physical materials, but what are some things, I mean, I know you can run the gamut, but what are the usual things that you recommend someone who is building their personal brand out with a designer have in their design arsenal.

  Amy Walters: So generally it would be the digital stuff. So a website would be something I'd recommend especially if that person as a personal brand, perhaps are representing a few different companies. So they're perhaps the CEO of a company and the director of another, and they've got a passion project and they want somewhere to be themselves in all that they do.

  They might then need a website. And that's something that I would work with them to design and have a website that really encompasses their personal brand and lists all of the things they can do. Perhaps they're a speaker as well. And you know, everything, entrepreneurs tend not to stick to one thing. A website can draw all of that together. In a similar way I would then also recommend something like a set of social media banners So that then their personal brand can be really recognizable on their social profiles. So linkedin is an excellent example of that where you go on someone's page and before you even scroll to read their stuff you see their photo and then you see that banner and making use of that banner space in a really clever design way that is on brand and that shows what you do is something that I think is really important in terms of personal branding.

  Christine Gritmon: Another thing that I just want to point out also on LinkedIn that I know people have noticed on mine recently is that in addition to that banner, And your profile image. You also can choose a handful of highlighted pieces of content, and you can choose, you can upload images to those as well. It might be a website link to something.

  And maybe there's a default image that goes in there. You can override that and upload an image of your own. So that's just yet another opportunity you have to really drive that visual branding home on something like a LinkedIn profile.

  Amy Walters: Absolutely.

  Christine Gritmon: So what are some other things that people should be looking at? You mentioned social. Do you do templates for people? Do you help people with that? And what sort of things do people tend to need in that regard?

  Amy Walters: Templates are something that they save time and they help you to look consistent. So it comes back to what we were talking about earlier in terms of that consistency balanced with not being perfect. If you've got a template, it's ready to go and you can fill it in. So quite often either on LinkedIn or Instagram, you'll share a carousel, perhaps of top tips or of a client testimony or something like that.

  You can then use those templates. So yes, I'll design templates for clients for those kinds of things. And we'll look at what content they share regularly that can be templated and then what content perhaps can't be templated and then we'll look at some brand guidelines around those which is the phrase for a document full of ways in which to use certain colors, certain fonts, some do's and don'ts but that there's obviously flexibility because social media again does not need to be absolutely perfect.

  So yeah, templates is a brilliant one.

  Christine Gritmon: How much flexibility should people have generally? Again, no hard and fast rules, but generally speaking, I know a lot of us have heard about design guidelines, brand guidelines, and it's good to have some of those. But what do you recommend people define as part of their visual branding and how tightly should they define it?

  I know some people have whole color palettes, some people have one color. What do you like to do with people when it comes to defining a personal brand's design guidelines?

  Amy Walters: So defining colors is important, and I think being self aware of how much creativity and creative license you like to have for yourself can help you decide how many brand colors to have. So you might be someone who has one or two, or you might be someone who has a batch of additional colors.

  Secondary tertiary colors that you can dip in and out of so that if you perhaps get a bit bored. I think creatives do have the tendency. So if you are a creative with a personal brand, sometimes have the tendency to get a bit bored with doing the same thing. Then you can dip into those secondary, those tertiary colors.

  Having that awareness about yourself can help you to build a personal brand that works for you and isn't restricted. And I'd also include. fonts in personal branding and that just helps with consistency. If you're always changing up your fonts, you run the risk of looking probably a little bit more amateur than you are.

  And you're not going to be recognized quite so much because people will see you appearing differently every time. And again, that could break some of that trust because you're not appearing how they expect to see you. But outside of colors and fonts, you can go as deeply as looking at exactly the style of images and the style of videos you create, and even the transitions that you use.

  But if you're consistently showing up with your colors and your fonts, I would say that's where you need to really stick to. And then the other stuff, you can have some flexibility. But knowing what you need as a person when you're designing stuff or what you need when you're sharing stuff, if you have a designer do it for you is really helpful to then know how much flexibility to give yourself in those guidelines or to tell your designer to give you in those guidelines.

  Christine Gritmon: Around how many colors and fonts do you recommend defining as part of that style guide? Again, for a personal brand, so it's not going to be a huge consumer corporate brand that maybe has as many applications for it as a personal brand may, but at the same time, just one font, just one color, what do you think is a good kind of family to have in there?

  Amy Walters: When it comes to fonts, I often suggest two. So I have, it's a strange connection, but it works to remember it. Two in one shampoo and conditioner, I say have no more than two fonts in one design because then it becomes overwhelming. So likewise in your branding, if you're smaller and not that huge corporate entity, then you can have that two fonts in one brand.

  And so that helps you then to not. To not look too busy to not have too many things going on to not have too much to choose from and help with your consistency and those two fonts generally, you would expect one to perhaps be a bit more bold and used as titles or kind of the hook of a post and then the other to be more perhaps sans serif or which doesn't have all those fancy lines sticking out of the letters.

  So it's very clean and use that for perhaps paragraph text or going into more detail. And that not only helps to get attention with the first font but it also helps when a user is looking at your carousels. They're able to see the top points that are in bold that are the different font and they can see that immediately and go.

  Oh, yeah. Yeah. Yeah. I agree with all of that or oh, That makes sense Oh i'm learning something new and then they get to one and they might want to read a bit more. They can then see the smaller cleaner font underneath and go there to read more. So two fonts as a general rule for personal branding would work well for most people. And then when it comes to colours, again, I would say one or two as a main colour.

  Quite often you'll see people using a single colour, like you and your red, and me and my purple. But then I don't know about you with your red, but I have a few shades of my purple. And then I have some very tertiary colours that kind of come into play that are yellows and oranges and blues. So that if I do need the colours of the rainbow, I've got ones that I default to.

  So you could have your kind of main one or two, and then a... few, perhaps up to five of the secondary ones. But again, it's so hard without individualizing it to have a hard and fast rule.

  Christine Gritmon: Absolutely. I gave a lot of thought to this myself, especially in 2020 in August, 2020, I got a little more serious with defining my visual brand. I looked at. So many combinations of kind of that showy font and that secondary font before I came to these ones. And I defined my shade of red.

  My shade of red is one specific shade of red, but my secondary colors are really just black and white. I'm about to start mixing in some tertiary brand colors. Simply because, I am me, and I feel like a human brand should evolve and follow the person. And there have been a couple colors I've been wearing a lot of lately.

  I've gotten very into dark blue, and I've gotten into this kind of, golden tan color. And those both look good with red. So stay tuned for that. folks. A little bit of that mixed in with the red and black and white of the classic Coca Cola whatnot look.

  Amy Walters: And I love that. And it goes to show that a personal brand isn't necessarily defined and then you have to have it forever. It can grow with you.

  Christine Gritmon: Yeah, so I actually, I think that's the last thing I want to ask you about, which is personal brand... Evolutions how can you, how do you work with people to evolve a brand so that they're not entirely starting from scratch, they are building on that existing brand equity, maybe when they started out, they just did it themselves and they're realizing they want to step it up and work with an actual designer and you don't want to just, ruin every, trash everything they've done before and start from scratch.

  What are some things to keep in mind when evolving a brand?

  Amy Walters: So I define this as a brand refresh as opposed to a redesign because I think redesign makes it sound like you are starting from scratch, whereas a refresh is bringing in some new feel to what is already there. I think it's important always to consider what people already know you as and see you as.

  And so when I work with clients in a brand refresh kind of way We'll look first at what they've got already We'll look at why we've got those things already if there is a reason And then we'll look at what it is that their target audience or their current clients know them for and that will help us to know what to keep and what to change And then when it comes to evolving that Often, if there isn't meaning, definitely if there isn't meaning behind those colours or the branding itself, we will add that meaning in, and that might come with a few colour changes or shades of colour changes.

  But it all comes from a place of meaning, and so it grows as the kind of personal brand has grown.

  And building out your network and changing things, then we can look at how the design can evolve to match that and have that same passion and meaning behind it.

  So there'll be some things that perhaps an icon will stay, but the way the icon looks will be updated or we'll change the icon altogether, but we'll keep the style of font. I worked with a client who had a kind of Korean calligraphy style of font because of where he grew up and because of what his kind of business name was it made sense that we kept that But instead of keeping there's a very limited number of korean calligraphy fonts available, what we then did was make him one.

  So I designed one from scratch that kind of was reflective of that style. And then he had a very updated, more modern looking, clean looking font for his logo. But he looked the same to somebody who had seen him before or worked with him before. They still knew that was him and his brand.

  Christine Gritmon: Ah, I love all of this, Amy. I could geek out on this forever with you. For anyone else who would like to geek out with you, Amy, please tell the good folks at home where they can find you, why they should find you and what they will find there.

  Amy Walters: So I am mostly active on LinkedIn, so I'd recommend finding me on there. I am Amy Walters, and if you type in bloom creative that might help you find me there too. I'm the purple one if you hadn't already guessed from the discussion we had. If you want to find me on Instagram, it's at bloom.creative.uk. And then my website is bloom-creative.co.Uk. And what you'll find there is more of this kind of chat. Looking into tips and stuff around design and branding. A little bit of AI now too. And you can sign up to email newsletters and stuff if you would like to get even more.

  Christine Gritmon: Beautiful. Thank you so much, Amy. It has been a pleasure.

  Amy Walters: Thank you for having me.

  Christine Gritmon: And thank you for listening to Let's Talk About Brand. Whether you are listening to us on your podcast player of choice, or if you're watching the video podcast, hi, over on YouTube. Either way, please do subscribe, please leave a review if you liked it, and please do come back next week when I'll be here talking to another smart guest expert about a different element of personal branding.

  Bye!

S4 Ep04: Let's Talk About Social Selling

How do you feel about selling in your business? If the very thought makes you feel ‘ick’, then you are not alone.

But what if there was another way to sell in your business? One that was more personal and made the sale easier? What if, by building a strong personal brand, you could make more sales in your business? Would that make selling easier? Then tune into to today’s episode as I talk to my friend Tim Hughes all about the power of social selling, which is rooted in your ability to have a strong personal brand.

Tim talks to us about how people are buying from people which means that ultimately they are buying from people that they know, like, and trust (shout out to Bob Berg). So it’s our goal to show the world that we are not just another salesperson and we are going to do that by leveraging social media. And Tim will give us some ideas on how we can do just that.

Tune in as we explore: 

[00:00] Welcome Tim Hughes

[03:31] What is the problem with the approach that most people make with sales today? And how can that be solved?

[07:12] What should your personal brand (on social media) look like? How does having a personal brand work with or replace a buyer’s need to search for information? Why do we trust people’s opinions over research (in some cases)?

[15:49] People want an experience that is rent-free. Meaning that they want to connect with you, but not end up in a funnel or a sales cycle. So how can companies position their salespeople in a way that their customers go to them and not directly to the company?

[21:32] What kind of content should you be using to create a strong personal brand primed for social selling?

[26:55] How can companies create programs that encourage the development of personal brands?

[29:02] What are Tim’s thoughts about using email lists? And how can you protect your brand from the constant changes in social media platforms?

[34:20] Can this approach be scalable? And should it be?

Contact Tim Hughes:
Website: DLA Ignite
Linkedin: Timothy Hughes
Book: Social Selling Techniques to Influence Buyers and Changemakers

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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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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