1736 – The Human-to-Human Business Approach with Allison Conway

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks with the Founder, Strategist & Creative Director  of Sealevel Agency, Allison Conway. Allison emphasized the importance of creating bold and human brands, even in the financial services and supply chain industries.  Allison explained that many businesses in these industries hesitate to step outside the "buttoned-up" image they believe they should portray.  However, she argues that by telling stories and humanizing their brand, they can connect with their customers on a deeper level. Allison points out that all business is human-to-human, and consumers now expect brands to reflect this in their branding. B2B marketing, in particular, is highly emotional, as clients often share their business challenges and anxieties.  When asked about resources or recommendations for those interested in making changes and diving into their communities, Alison suggested following her on LinkedIn, where she regularly posts valuable content.  Additionally, she offers a guide called "The Guinness Treatment" on her website, which provides insights on giving your business the same level of brand management as Guinness, a company known for its strong community involvement.

Key Points from the Episode:

• Importance of creating bold and human brands in traditionally "boring" industries
• Telling stories and humanizing brands to connect with customers on a deeper level
• Example of Guinness Storehouse's storytelling and community connection
• Focus on providing emotional safety in financial services industry
• Understanding the emotional needs of customers and tailoring branding accordingly
• All business is human-to-human, even in B2B marketing
• Importance of understanding and being a part of the community you serve
• Immersing yourself in the community to better understand their needs

About Allison Conway:

A seasoned adventurer and accomplished author, Allison Conway boasts a rich tapestry of global experiences, having explored over 40 countries. Her travel highlights range from savoring Jordan's culinary delights to immersing herself in Egypt's historical treasures, Austria's picturesque landscapes, and Vietnam's vibrant urban jungle.  A self-published author, Conway achieved a remarkable feat with her book, soaring to #1 bestseller status on Amazon in the competitive Business & Money and Self-Help categories. Beyond her literary accomplishments, Conway walked the transformative Camino de Santiago, a 500-mile pilgrimage in Spain, and briefly contributed to a float plane operation in Alaska.  Her diverse experiences transcend conventional market research, offering invaluable insights into brand management and marketing strategy. Conway emphasizes the art of storytelling and authentic connections, navigating the delicate balance between ego and authenticity.  Unafraid to challenge norms since her early school days, Conway's unconventional approach underscores her effectiveness in marketing and brand management.

About Sealevel Agency:

Sealevel Agency® specializes in brand management, design, and marketing strategy, anchored in the belief that, at its core, business is a human endeavor. The agency's approach centers on storytelling, considering every business as a narrative shaped by human interactions.  Sealevel Agency builds brands that exude trustworthiness, kindness, transparency, and value through consistent and authentic storytelling. Their philosophy views brand management as the art of cultivating trust and captivation. Beyond narrative, Sealevel Agency offers a suite of services, including design, marketing, and copywriting, to develop a comprehensive and compelling brand personality.  For businesses seeking immediate assistance, the agency provides Sealevel Strategy Mapping Sessions, a 90-minute deep dive to align strategies with goals and furnish clients with a personalized 90-day Action Plan—a strategic playbook to guide and elevate their brand.

Tweetable Moments:

03:22 - "Yes, you do have compliance and all of those things, but you can also tell stories and humanize your brand, humanize your industry." 10:32', "It's a lot harder to sell to a group of people that you are not personally a part of." Apply to be a Guest on The Thoughtful Entrepreneur:  https://go.upmyinfluence.com/podcast-guest

Links Mentioned in this Episode:

Want to learn more? Check out Sealevel Agency® website at https://sealevelagency.com/ Check out Sealevel Agency® on LinkedIn at https://www.linkedin.com/company/sealevelagency/ Check out Allison Conway on LinkedIn at https://www.linkedin.com/in/allisoneconway/ Don’t forget to subscribe to The Thoughtful Entrepreneur and thank you for listening. Tune in next time!

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