Here we are. The second episode of Season 2 of Shareable. And friends, as the title implies, this one’s a hot one.
Hot as in, boiling over with information about how to undress your brand with your favorite, Jeff’s podcast wife, Deb Gabor.
And in this episode, she walks Victor App founder and CEO Greg Jumes through her mini-MBA in branding.
Ya’ll it’s a long one, but it’s so worth it.
As Deb takes Greg through the steps she’s laid out in her book, Branding is Sex, you can work alongside them and apply the questions to your brand. You’re gonna want to bookmark this one. You’ll be listening a few times.
Go ahead, get started un-dressing your brand. You’re welcome.
- Running time: 1:22:37
- Subscribe on iTunes and leave us a review
What do people get wrong about branding:
Brand or be branded.
Your brand is more than how you look or sound. Your brand is the core DNA of your organization including both your internal and external relationships.
The identity: the part you control – how you talk about your brand
The image: the part you don’t control – how your audience perceives and relates to you
How is branding like sex?
It’s a metaphor for the feeling that the best brands give their customers. The idea that the brands we choose say something about us as people. They elevate our self concepts. They make us feel better about ourselves. You get it.
This feeling spans between both B2B companies and B2C companies.
All brands should strive for irrational loyalty – the idea that you could choose anything that has the same functional and emotional benefits as something else, BUT you choose a product again and again.
Achieving irrational loyalty means getting your customers laid through helping them elevate their self concept when they use your product or brand.
Follow along with us:
1. What is the problem that you solve?
2. How does the world look after you’ve solved the problem?
When __________ is successful, every ___________ will be able to ___________.
3. What category are you in in the eyes of your customer?
4. What are your customers other options?
a.) Who else in is in your category?
b.) How are you similar or different?
5. Who is your ideal customer? Who are you building your brand for? (Draw them)
Maslow’s Hierarchy of Needs:
6.) What are their values and beliefs?
Brand Values Pyramid
Bottom of the Pyramid:
What are their base needs? What are the basic emotional benefits?
“Bells and Whistles” Middle of the Pyramid:
Your “ers” and “itys.” Anything your competition can copy.
Today’s options are tomorrow’s standard equipment.
Top of the Pyramid:
What does your product or service say about the person using it?
3 Magic Brand Questions:
- What does it say about someone that they use this?
- What is it that we do that singularly solves a problem for someone?
- Everyone wants to be the hero in the story of their life. How does your brand make someone a hero?
CONNECT WITH JEFF
- Email Jeff
- @JGibbard on Twitter
- Jeff on Facebook
- Jeff on Linkedin (make sure to introduce yourself)
- Jeff on Instagram
- Jeff on Snapchat
CONNECT WITH CAROLINE
CONNECT WITH DEB
CONNECT WITH GREG
SPECIAL THANKS TO
Caroline, our Producer.
Thanks for everything you do to make this show happen.
Ray, our Audio Engineer.
Thanks for cleaning up our voices and adding all that sexy production value.
I don’t have time to play video games, but if I did they would be yours. Thank you.