#NewPodcast: Brand Land

WEBVTT 1 00:00:05.200 --> 00:00:09.630 Hey everyone, welcome back to the new podcast series. This is Kelsey cours 2 00:00:09.669 --> 00:00:13.070 with sweet fish media. This week I'm going to talk to you about a 3 00:00:13.230 --> 00:00:17.829 new podcast called brand land that we just launched for our friends over at loocid 4 00:00:17.910 --> 00:00:23.140 press. Brand land is a weekly podcast from marketers and creatives. The host 5 00:00:23.179 --> 00:00:28.140 of this podcast is Garrett Justice, head of marketing at loocid pressed. Each 6 00:00:28.179 --> 00:00:33.380 episode features an interview with an industry thought leader, discussing topics such as brand 7 00:00:33.460 --> 00:00:39.530 consistency, customer experience, scaling, design, brand templating, brand management, 8 00:00:39.609 --> 00:00:44.530 among so much more. Garrett and I also got to talk about how he 9 00:00:44.649 --> 00:00:48.329 is an official barbecue judge. If you think you'll find the show valuable, 10 00:00:48.369 --> 00:00:52.560 after you check out this quick snippit, just search brand land and apple podcast 11 00:00:52.679 --> 00:00:56.520 or your favorite podcast player makes you subscribe and if you really like it, 12 00:00:56.600 --> 00:00:59.759 don't forget to leave review. It's a great way to help people find new 13 00:00:59.840 --> 00:01:04.670 podcast content. Okay, let's jump into the SNIPPET. You have this background 14 00:01:04.870 --> 00:01:10.189 in branding and rebranding and you know, you said and beginning today, it's 15 00:01:10.230 --> 00:01:12.150 been forty years now you've been doing this and you work with so many different 16 00:01:12.150 --> 00:01:17.870 companies helping develop their brands and for the first time we're going through a rebrand 17 00:01:17.909 --> 00:01:22.340 and I know you've been able to see just firsthand things that either help companies 18 00:01:22.379 --> 00:01:26.420 become strong, consistent brands or, on the flip side, those things that 19 00:01:26.700 --> 00:01:30.900 might trip them up or prevent them from being able to do that. So, 20 00:01:30.180 --> 00:01:33.250 as we were talking about this little bit before the show, I love 21 00:01:33.370 --> 00:01:37.409 that you use the phrase overlooked gremlins as the things that kind of can trip 22 00:01:37.609 --> 00:01:40.370 brands up, you know. So on that note, just to dive in 23 00:01:40.450 --> 00:01:46.010 real quick to our topic, what's the most common overlooked Gremlin that really curples 24 00:01:46.090 --> 00:01:49.519 brands and prevents them from becoming strong and consistent? As you've worked with all 25 00:01:49.599 --> 00:01:53.319 these companies over the years, what's that one overlook Gremlin that you've noticed most 26 00:01:53.319 --> 00:02:00.709 common? They actually lack really the core, fundamental what's our brand? What's 27 00:02:00.750 --> 00:02:04.989 our role in the world? Not, what are our features? Not? 28 00:02:05.310 --> 00:02:08.349 What are we selling? Not, Oh, here's the latest greatest product line 29 00:02:08.349 --> 00:02:14.389 right. No, it's like that's all an outcome of this thing that often 30 00:02:14.389 --> 00:02:17.740 times isn't articulated, which is what's the nucleus of our brand, what's our 31 00:02:17.780 --> 00:02:23.780 role in the world? Because if you lack that what ends up happening is 32 00:02:23.620 --> 00:02:28.419 you end up making cosmetic decisions. You end up making, Oh, let's 33 00:02:28.419 --> 00:02:32.129 do let's do a promotion to move product or move service, or let's do 34 00:02:32.169 --> 00:02:35.889 it this, so let's do it that. Then you wonder why nobody really 35 00:02:35.930 --> 00:02:38.050 knows exactly what your brand stands for. Because now, like, like, 36 00:02:38.169 --> 00:02:44.129 for example, with what you guys provide who businesses, allowing them to have 37 00:02:44.319 --> 00:02:47.520 the consistency. You're never going to quite have the consistency if they're just coloring 38 00:02:47.560 --> 00:02:53.360 by number or doing templates. Right, if they actually get oh, we're 39 00:02:53.360 --> 00:02:58.199 about simplification or we're about, you know, a lean, mean answer to 40 00:02:58.590 --> 00:03:02.270 this problem, or here's what everybody else is doing, and they're really you 41 00:03:02.349 --> 00:03:07.349 know, their noisy or not organized or this or that, or they're very 42 00:03:07.469 --> 00:03:09.870 clunky and not smooth. And if you really go okay, here's a outer, 43 00:03:10.069 --> 00:03:14.419 the macro, and here's us, the micro, here's our role, 44 00:03:14.460 --> 00:03:16.979 and if you have that well articulated it, you can then now go through 45 00:03:17.020 --> 00:03:22.419 the motions because you get why you're doing it. So it doesn't just become 46 00:03:22.460 --> 00:03:27.139 a tactical implementation which your you have these incredible tools to do that. But 47 00:03:27.210 --> 00:03:30.330 if people don't get why are we doing it in the first place? Why 48 00:03:30.370 --> 00:03:32.969 are we doing this in this way? Because otherwise, if you don't have 49 00:03:34.090 --> 00:03:38.689 that ownership, mentally, it's always going to be someone else's idea or these 50 00:03:38.729 --> 00:03:42.719 are the rules that we have to follow, or this is the this is 51 00:03:42.759 --> 00:03:45.199 the color scheme, or these are the fonds and this is the bat and 52 00:03:45.280 --> 00:03:49.120 that's the that, and it always remains someone else's idea, to the extent 53 00:03:49.159 --> 00:03:51.639 that remains some melst idea. You have robots. You don't want robots, 54 00:03:51.840 --> 00:03:54.240 you want people with initiative, on people with ownership, and that's why it 55 00:03:54.360 --> 00:03:59.710 becomes this kind of like Gremlin that could literally eat your organization from the inside 56 00:03:59.870 --> 00:04:03.150 out, because you act clarity on what the nucleus is. Yeah, I 57 00:04:03.310 --> 00:04:05.990 love that. I mean we talked about this a little bit before in the 58 00:04:06.030 --> 00:04:10.340 past, but you know, for at loosen press, we have refreshed our 59 00:04:10.419 --> 00:04:13.419 brand recently. Wasn't a full rebrand, but we kind of refreshed it, 60 00:04:13.819 --> 00:04:16.019 you know, the last year. And you know what I love about going 61 00:04:16.100 --> 00:04:19.819 through that process again and just really tightening it up is you then have you 62 00:04:19.899 --> 00:04:24.810 have a yard stick to measure creative work against as you go forward. I 63 00:04:24.850 --> 00:04:27.649 think that's what's been so valuable. As you really tighten it up and you 64 00:04:27.649 --> 00:04:30.850 get everyone on the same page, then you it's not just you know, 65 00:04:30.129 --> 00:04:33.329 does this look good or not? And it's people's opinions, but you have 66 00:04:33.449 --> 00:04:36.050 this yard stick, something to compare against themself. Yeah, I love that. 67 00:04:36.810 --> 00:04:40.000 So so moving along a little bit, I mean I know you mentioned, 68 00:04:40.120 --> 00:04:44.199 you know, the core fundamentals that really formed the nucleus of a brand. 69 00:04:44.279 --> 00:04:47.959 What are some examples of core fundamentals for a lot of brands? Well, 70 00:04:48.560 --> 00:04:54.189 it's really having why or why are we? You need to have a 71 00:04:54.269 --> 00:04:57.430 clear on the say why are we doing what we're doing? Why US versus 72 00:04:57.470 --> 00:05:01.509 anyone else? And surface answers. Use The answers such as well, we're 73 00:05:01.589 --> 00:05:05.550 better, we're cheaper, we have more bells and whistles than them. Those 74 00:05:05.589 --> 00:05:10.339 are very superficial. Those really having dug it's like, okay, great, 75 00:05:10.980 --> 00:05:14.379 that's a result of something here in the center of it all. Really, 76 00:05:14.420 --> 00:05:16.259 I say, what's the Dent we want to leave in the universe? And 77 00:05:16.620 --> 00:05:23.370 so it's getting really clear on that because and from there so much clarity goes 78 00:05:23.449 --> 00:05:27.250 to the organization. Everyone knows why they're doing what they're doing. Everyone is 79 00:05:27.370 --> 00:05:30.610 stands. These are why these are our colors, these are why we have 80 00:05:30.009 --> 00:05:33.410 the design, look and feel. This is why we have the vibe of 81 00:05:33.449 --> 00:05:41.199 the personality that we have, because it's to serve that nucleus. I can't 82 00:05:41.240 --> 00:05:45.279 wait to dive in and learn more about how this new podcast will help companies 83 00:05:45.319 --> 00:05:49.870 create brands of significance. Garrett is going to be a great and Hilarious podcast 84 00:05:49.990 --> 00:05:55.350 host. Again, just search brand land and apple podcast, or wherever you 85 00:05:55.470 --> 00:05:58.470 do. You're listening, subscribe, leaver of you if you like it, 86 00:05:58.589 --> 00:06:00.589 and don't forget to tell a friend. If you can, then enjoy it. 87 00:06:00.149 --> 00:06:03.779 Also, don't forget to ask Eara about how he is an official barbecue 88 00:06:03.779 --> 00:06:11.980 judge. It's a great story. I hate it when podcasts incessantly ask their 89 00:06:12.019 --> 00:06:15.420 listeners for reviews, but I get why they do it, because reviews are 90 00:06:15.579 --> 00:06:18.209 enormously helpful when you're trying to grow a podcast audience. So here's what we 91 00:06:18.250 --> 00:06:21.129 decided to do. If you leave a review for me to be growth and 92 00:06:21.170 --> 00:06:26.769 apple podcasts and email me a screenshot of the review to James at Sweet Fish 93 00:06:26.810 --> 00:06:30.089 Mediacom, I'll send you a signed copy of my new book content based networking. 94 00:06:30.370 --> 00:06:33.399 How to instantly connect with anyone you want to know. We get a 95 00:06:33.439 --> 00:06:35.920 review, you get a free book. We both win