PRODUCTEA with Leah, Growth & Senior Leadership

75: Kevan Lee & Shannon Deep - Understanding Brand beyond visuals

Sep 15, 2024

Branding experts Kevan Lee, known for his focus on brand measurement and strategy, and Shannon Deep, who tackles misconceptions in brand alignment, dive deep into the essence of effective branding. They discuss how many senior leaders confuse brand identity with mere visuals. The conversation highlights the complexities of measuring brand effectiveness and the unique challenges faced by founder-led brands. Additionally, they explore future marketing trends and the critical role of brand strategy in achieving business goals.

52:05

Episode guests

Shannon Deep

Kevan Lee

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Brand encompasses more than just visuals, as it includes all customer experiences with a company, highlighting its complex nature.

Measuring brand effectiveness is crucial for growth, yet it requires balancing quantitative metrics with qualitative investments in relationships.

Founder-led brands face unique challenges in preserving their identity during transitions, emphasizing the importance of clear purpose and values.

Deep dives

Understanding Brand Measurement

Leaders often seek concrete metrics when making risky decisions, particularly in evaluating brand investments. However, branding encompasses both measurable elements and intangible qualities, making it complex to assess. Brands are more than just visual design; they represent the total sum of experiences customers have with a company, including product interactions, customer service, and even word-of-mouth recommendations. Education on the nuanced impacts of branding is necessary for stakeholders to appreciate its value beyond merely financial returns.

Intro

3min

Navigating Branding and Personal Identities

5min

The Intricacies of Effective Branding

22min

Measuring Brand Strength: Goals, Competition, and Perspectives

4min

The Essence of Authentic Branding

4min

Brand Evolution in Large Corporations

14min

Summary

The branding experts Shannon Deep and Kevin Lee dig into exploring the multifaceted nature of brand measurement and strategy.

Misconceptions surrounding brands and risks associated with brand decisions, the importance of aligning brand strategy with business goals, and the challenges faced by founder-led brands in maintaining their identity.

What does marketing look like in the future? Where does product marketing sit?

Takeaways

Many senior leaders conflate brand with just design and visuals.
Brand is an additional filtering mechanism for attracting the right customers.
Measuring brand effectiveness can be complex but is crucial for growth.
Founder-led brands face unique challenges in separating their identity from the company.
Brand marketing is becoming increasingly important in the current business landscape.
You can measure brand through various metrics, including share of search and brand awareness.

Sound Bites

"Brand is the sum total of all experiences."

Chapters

07:31 Understanding Brand Beyond Visuals

14:41 Navigating Brand Decisions and Risks

22:46 The Role of Brand in Business Strategy

30:43 Measuring Brand Effectiveness

37:28 The Challenge of Founder-Led Brands

Send us a text

Leah on Linkedin / Twitter / Youtube

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