The Skinny Confidential Him & Her Podcast

Sara Brooks On Branding Strategies Every Brand Needs To Survive, Grow, & Stay Relevant

Mar 13, 2025

Sara Brooks, co-founder of Goldilocks and a branding expert for consumer packaged goods, shares her wealth of knowledge on brand positioning and consumer engagement. She discusses the essential role of creative branding and consistency, along with strategies to navigate the shift from PR to brand strategy. Listeners will learn about the importance of authenticity and emotional connections in branding, as well as tips for aspiring entrepreneurs aiming to disrupt the market. Sara's insights on building meaningful brands are both practical and inspiring.

01:07:45

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Episode guests

Sara Brooks

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Quick takeaways

Understanding brand positioning is crucial, as illustrated by Halo Top's messaging shift leading to a remarkable 2,500% sales increase.

Emerging brands must avoid appealing to everyone, focusing instead on a clear unique selling proposition to differentiate themselves effectively.

Establishing meaningful consumer connections through innovative storytelling and community engagement is vital for sustaining brand relevance and loyalty.

Deep dives

The Science of Brand Positioning

Understanding brand positioning is crucial for successful consumer engagement. Analyzing the evolution of brands like Halo Top reveals how effective messaging can significantly alter consumer perception, driving explosive growth. For instance, by simplifying its messaging to focus on enjoying the entire pint rather than calorie counts, Halo Top experienced a 2,500% increase in sales within a year. This transformation underscores the potency of aligning brand positioning with consumer desires and emotional connections.

Intro

4min

Building a Brand: Insights and Challenges

19min

Navigating the Shift from PR to Brand Strategy

6min

Crafting Authentic Brands in a Changing Landscape

15min

Transforming Health Drinks

9min

Kira's Brand Journey and Viral Content Dynamics

5min

The Art of Creating Authentic and Viral Brands

2min

The Journey of Brand Building

4min

Navigating Collaboration and Creativity in Relationships

3min

#817: Join us as we sit down with Sara Brooks – co-founder of Goldilocks, a brand consultancy specializing in consumer packaged goods. Throughout her career, Sara has worked with nearly 200+ CPG brands – ranging from pre-revenue startups to post-IPO giants – dedicating her expertise to founder-led business looking to disrupt the status quo. Previously, she founded & led Covet PR, a powerhouse agency that quickly rose to become an industry leader before being acquired by leading performance marketing firm, Power Digital. In this episode, Sara shares valuable insights on effective brand positioning, the power of creative branding & consistency, meaningful consumer connections, leveraging marketing insights for innovation, & must-know tips for aspiring entrepreneurs. If you are looking to elevate your brand, this one’s for you!

To Watch the Show click HERE

To Watch the Show with Kira click HERE

For Detailed Show Notes visit TSCPODCAST.COM

To connect with Sara Brooks click HERE

To connect with Goldilocks click HERE

To connect with Lauryn Bosstick click HERE

To connect with Michael Bosstick click HERE

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This episode is brought to you by The Skinny Confidential

Head to the HIM & HER Show ShopMy page HERE and LTK page HERE to find all of Michael and Lauryn’s favorite products mentioned on their latest episodes.

To learn more about Goldilocks and start working with them visit itsgoldilocks.com.

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Produced by Dear Media

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