Building impact driven brands: Recent Episodes
Jessica Bakker
Get clarity on the impact you want to make with tips and effective strategies that will level up your branding and marketing efforts. Why focus on impact? People buy from businesses that have a clear sense of who they are, what they wish to accomplish, and why they do what they do (impact). This podcast aims to analyze the ways in which brands truly make an impact, and how you can do the same with yours.
Website: www.soleil-studio.com.au Instagram: @soleildesignstudio_
Learn how to turn problems at work into creative, actionable solutions. I talk through in this episode 6 modules designed to help ambitious creatives become more strategic in the way they generate, communicate and execute on great ideas.
Good marketing isn't about the hypes and scams, it's about empathy and service - according to Seth Godin. This book dives into the main points from the book This is Marketing by an American author, businessman, marketer, and public speaker. Seth is considered to be the ultimate entrepreneur and marketer, he has great points on how to approach marketing.
Positioning is one of the hardest things we have to consider as business owners. Knowing how to position our businesses in the hearts and minds of our customers can make or break our growth.
Motivation and decision making is very important to understand if you want to learn how to incentivise and encourage people to a specific call to action. This is the final summary on the book 100 Things Designers Need to Know about People
Last week we covered how we see and how we see, read and remember. This week I'm talking about how we think and feel. It's crucial to have an understanding of the way people work, if you want to learn how to relate and communicate your branding to them.
The world around us is shaped by what we are paying attention to. How we see, read, remember and think ultimately plays into how we decide, how we feel and how we are motivated. It's key to understand how people function. I’m going to dive into learnings I’ve pulled together from a great behavioral scientist Susan M. Weinschenk called 100 things designers need to know about people.
Over a 3 part series, I'll talk about how we see, read and remember (episode 1/3), how we think and feel (episode 2/3) and how we are motivated and how we make decisions (episode 3/3).
Brand identity is the representation of your brand that your customer sees (all the visual stuff) - logo, colour palette, illustration, photography, pattern. Just like your personal identity makes you unique, your brand identity reflects your brand. We are going to dive into the simple elements and talk about what decisions designers make when building your brand identity.
I recently read the book The Trusted Advisor by Maister David H.
- Trust is based on four components: credibility, reliability, intimacy, and self-orientation.
- 5 essential skills needed to build trust: listen, partner, improvise, risk, and know yourself.
- People can make serious judgments of trust very quickly. Trust is a mix of rational and emotional, and snap emotional judgments are commonplace.
- Shift your mindset from time based thinking. The felt boundaries of time are everywhere: budgets, quotas, new years resolutions, metrics, ROI (return of investment). This is all time-based, there is nothing wrong with time-based as it helps to gauge progress, to review, and evaluate. But all too often it steers you in the wrong direction, when you use it to measure reality you use it to control reality.
- 4 reasons we can't listen: A habit of talking, everyday distractions, a fear of intimacy and the little internal voice.
- In building trust, it’s mindset and skillset that matters.
- People buy with their hearts, and then rationalize with their minds.
- Human beings have a tendency to return a favour done for them. It's the best way to influence behaviour.
- Don't badmouth competitors, in fact it's better to pass on work that doesn't align with your offering and it builds trust being transparent and not just money driven.
- The best way to sell is to stop trying to sell. The best way to influence, is to stop trying to influence. the best way to gain credibility is to admit what you do not know.
Being intentional about your brand means understanding and identifying who you are, what your purpose is, how you connect with others and how you differentiate.
4 parts that make up brand successful brand strategy:
- Envision (brand core) = purpose, vision, values
- Empathize (customers) = audience
- Elevate (brand positioning) = market and goals
- Express (brand persona) = messaging, personality