Re Perez, Brand Strategist, discusses the power of branding and authenticity, emphasizing emotional connection and financial success. Common branding mistakes are addressed, including prioritizing logos and neglecting authenticity. The chapter also promotes various resources and sponsors.
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Quick takeaways
Great branding elicits an emotional connection and grabs people's attention, compelling them to take action.
Building a brand can be a proactive or reactive decision, depending on market trends and personal goals.
Deep dives
The Power of Branding and Emotional Connection
Great branding elicits an emotional connection with audiences, grabs their attention, and compels them to take action. It goes beyond just a logo and includes factors such as messaging, voice, and personality. Building a strong brand involves creating a perception over time and being authentic.
Personal Branding vs. Business Branding
Personal branding and business branding have own pros and cons. Personal branding leverages the face of the brand and provides a human connection, while business branding is more scalable and can have a wider impact. Choosing between the two depends on factors such as personal preferences, scalability goals, and the need for human connection in the brand.
Knowing When to Build a Brand
Building a brand can be a proactive or reactive decision. The proactive approach involves looking at market trends, having a unique point of view, and wanting to create awareness even if you're a best-kept secret. The reactive approach is often a response to failing marketing efforts or an outdated brand. Being proactive allows for creating a perception over time, while the reactive approach is usually to adjust to immediate needs or challenges.
Common Mistakes in Branding
Two common mistakes in branding are considering it as a cost instead of an investment and putting all the responsibility on a logo. Branding should be seen as an investment in the future and should involve multiple touch points to create a holistic brand experience. Additionally, building a brand on committee decision-making can result in a diluted or inconsistent brand message. Building an authentic brand involves owning a unique perception, differentiating from competitors, and being relevant to target audiences.
From the archive: This episode was originally recorded and published in 2020. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL's in these archive episodes are still relevant.
Re Perez is a Brand Strategist, author, and CEO of Branding For The People, a brand transformation agency that helps entrepreneurs optimize their impact by authentically connecting with their audiences.
Top 3 Value Bombs:
1. Branding is a way of thinking; it is every aspect about you that creates the perception you want to have with the people you are communicating with.
2. Great branding elicits an emotional connection and grabs people's attention. It can be polarizing, and it compels you to take action.
3. Find your unique path; find what is consistent with your passion and create your category. Live your most authentic life, and be your authentic personal brand to be successful in the business that you build.
HubSpot: Learn how HubSpot can help your business grow better and get a special offer of 20% off on eligible plans at HubSpot.com/eof!
FranBridge: Jon Ostenson, founder of FranBridge Consulting and top 1% consultant, represents the premier source for the best opportunities in the non-food franchise world. Sign up for a free consultation at FranBridgeConsulting.com!
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