Emily Heyward, Red Antler // How To Build A Brand People Love

Who Is Emily? "Most Important Entrepreneur of The Decade" - Inc Magazine

Emily is a true branding expert. She's helped to build brands like Allbirds, Casper & Boxed from the ground up & paved a new path for entrepreneurs building in the direct-to-consumer (D2C) space.

Win A Free Book

We're giving away 5 free copies of Emily's new book: Obsessed: Building a Brand People Love From Day One

Sign up here for details: https://bit.ly/2Xxh58X

What You’ll Learn

The approach Emily and her team use to create brands that people love from day one.

Real-world examples from brands like: Apple, Nike, Warby Parker, TOMS, Allbirds, SoulCycle, Everlane, Thinx, and more. You’ll learn:

• 3 pillars of brand strategy: mindset, key problem, brand idea
• what you can learn about brand storytelling from stand up comedy
• getting to the consumer need & “the why test”
• knowing when you’ve got to the “core brand idea”
• the difference between functional vs emotional brand storytelling
• the best way to get customer feedback
• how consumer expectations are being redefined
• why brand consistency is no longer the only approach to take in 2020
• how subtle language can make a huge difference in the tone of your brand communication

Time Stamps:

00:00 intro 1:24 who is emily? 2:00 equity vs agency fee 3:09 branding book 4:15 what is the importance of brand? 5:05 defining brand 9:08 3 parts to brand strategy 14:40 customer interviews 20:33 beyond functional benefits 22:51 casper + core brand idea 25:30 airbnb + the why test 29:50 evaluating brand idea 30:30 boxed + comparing to competition 32:30 allbirds examples 37:40 nike + laddering up value 38:10 apple + green text 41:35 soulcycle brand juxtaposition 42:50 breaking the rule of consistency 44:30 thinx 47:40 non-profits + cause 50:50 toms shoe 53:10 warby parker 53:37 bombas 54:55 everlane 59:40 cancel culture + consumer expectations