Episode 3

RE - Branding

Welcome to the RE podcast we are the hosts Steven Rick and Tim Elliott

In this episode, we talk about Branding

Branding is often associated with a logo or colours e.g. the aesthetics and the style. This is wrong!

People often have this definition of a brand because this is the base that marketers use to market a company's product. So in this episode, we reinvent the image of what a brand actually means so we can focus on those parts while creating a brand.

A Brand are the pieces that connect people to the company, like when we connect to a person. We connect with them for their character. Brand is the face that we identify with.

BX > EX > CX - Brand experience before employee experience before customer experience

Key points:

  1. Ratings need to be correct because humans like the middle. It’s a safe ground and that's what most people want to answer safety.
  2. Most people associate the word brand with the logo the colours it’s because it’s the marketer’s definition of what a brand is and not the actual meaning of a brand.
  3. Brand is the things that connect people to the company, like when we connect to a person. We connect with them for their character.
  4. There is a category and then there is also an umbrella factor-like every black drink we see we call it Coca-Cola that's why under the umbrella of soft drinks it is the king. Similarly under hard alcohol, many would associate whisky to Jack Daniels.
  5. Coca-Cola brand unpicking
  6. When the customer looses trust in the company it is very difficult to get them back
  7. The brand should be able to drive your employees internally
  8. Gen z and millennials want to work for companies that have a purpose and brand value and want to go with brands that resonate with people.
  9. How did you treat your staff during COVID 19- the most asked questions by new joining people after COVID

 

Quote " Great brands give people to something to buy into and not just buy from"

Timestamp:

01:45- Airbrideges and the Traffic light system

02:50 - Rating rule

04:00 - what does brand mean?

07:30 - Stop focusing on the customer

10:08- Pepsi vs Coke

12:45 - Brand loyalty and association

18:00 - Common denominators

24:00 - Storytelling to make people understand

36:00 - Combatting negative association

40:00 - Gen Z methods

43:30 - Good Branding & Bad Branding

Links

Adam Ferrier - https://thecmoshow.filteredmedia.com.au/adam-ferrier-on-the-psychology-of-brand-loyalty/

 

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About the Podcast

Show artwork for The RE of Marketing
The RE of Marketing
This is where we come to Rethink, Reframe and Remark on all things marketing..

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About your hosts

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Tim Elliott

I've been working with strategic creativity for over 23 years most of which iv'e spent in a 'strategic marketing roles' which means over the last couple of decades, I've been at the table having valuable conversations with 1000's of businesses and leaders, helping them understand how to apply creativity so that they can do better work and do work better.

Today the 'day job' is heading up the UK chapter of The Spill Teem®, a global team of human-centred designers who work with organisations worldwide to help them see their challenges in new ways and of course design sustainable solutions.

My work also regularly involves delivering keynotes at events, speaking to leadership teams in-house, at leadership groups, masterminds and retreats. I also deliver lectures, seminars and provide training.

If you would like me to come and speak to you, your team, group or at an event please don’t hesitate to get in touch anytime.
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Steven Rick

Keen cyclist, marketer, education and tech player, Steve RIck (@SteverickUK on most the social accounts) has been a propositonal and strategic marketer for 10 years or more.

With £1m + rebrands, and launches of new products and services from a myriad of different sectors, Steve has helped start-ups, and well-recognised brands with their marketing, so has a lot to say on most subjects....Although not all of it is coherent!