the branding lab podcastTune in as we explore what it takes to build a truly strategic, heartfelt brand.
THE BRANDING LAB PODCAST
Start with Strategy: The Principles of a Wildstory Brand
By Yvonne Ivanescu
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cGuess what, if your brand strategy is bad, it usually ends up showing up in your marketing. Are you wondering why you aren’t getting results on social media? Why your Facebook ads aren’t working? If you answered yes to the above question, then you probably have a brand problem. If your marketing isn’t working, or your content is not resonating with your audience, or if people are not clicking onto your website, then it’s time to reanalyze your brand strategy.
DO YOU UNDERSTAND YOUR BRAND OR HAVE YOU DEVELOPED IT?
Marc Gutman is a storyteller, entrepreneur, adventure, and idealist. He’s also a friend of beer, coffee, water when waves, beaches, mountains, and snow. But most importantly, Mark loves stories today. Mark focuses his energy on Wild Story, the marketing agency for the arts, recreation, and entertainment industries.
In this episode, Marc and I talk about how every brand needs to start with strategy first; the importance of including your brand in your company culture; the power of authenticity, and the key branding question every business should ask.
APPLE VS. SAMSUNG: IS THERE A DIFFERENCE? 🧐📱
Let’s take a quick look at Apple and Samsung. In reality, there is no real difference between the two phones – you can text and stake photos. But what people are really buying is a way to differentiate themselves.
This differentiation comes from brand attributes — questions such as: what is your core purpose, what do you stand for, what do you believe in, what is your voice and tone, who do you declare that you are for and against?
Branding and brand strategy is becoming more important because it is becoming part of the conversation. People choose a brand, they enroll themselves into brands. Brand help defines who we are. Marc gives the example of the microphone is currently using, the Shure SM7B, and he chooses this mic because it is marketed as THE microphone that professionals and famous personalities use. And that brand messaged washed off onto him — he wanted to enroll and invest in that brand because he wanted to be part of that community and tribe.
This is how brands must differentiate. Brands need to lean into qualities like their core purpose, their values, beliefs, what they stand for, etc. so that people can choose your brand and be part of your brand community.
WHAT ARE THE KEY BRANDING QUESTIONS 👀❓
Marc wants everyone to remember that all the big brands started somewhere. In the beginning, Walt Disney was just sketching cartoons. First and foremost, remember that all big companies started at the bottom. And so will you. All the big brands that entrepreneurs are comparing themselves against didn’t get to where they are overnight. They put in the work, and so must you.
The fundamental questions you must ask yourself:
▶ Who are we for?
▶ What do we do?
▶ What is our backstory?
▶ What is our vision?
▶ What are our voice, tone, and personality?
▶ What is your why and purpose?
Don’t over-think it. Keep it simple. The last question might be the hardest to answer because entrepreneurs need to ask themselves the question: why do we exist beyond making money?
That question is important because, according to Marc, there will be a lot of bad times. And during these bad times, entrepreneurs need something beyond the product that they are selling— something bigger than yourself to motivate you.
WHY ARE WE IN BUSINESS BEYOND MAKING A DOLLAR?
The second most important question that you need to focus on is: who are for? Your business exists to serve its customers. So who are your customers? What is their problem and how are you helping them solve that problem? As a brand, you need to know who you are for, and also who you are not for.
PATAGONIA: THE ULTIMATE BRAND EXAMPLE
Let’s take the example of Patagonia, because, it’s doing everything right brand-wise. They know who they are and they know who they are not and from that, they have cultivated a strong and very loyal community. They’ve built a community around their brand. This loyal community is incredibly important because you have people who believe in your brand and who can look past some of the mistakes that you will make as a brand. Not only do they have this community but they are consistent and they are constantly showing up for their customers. If you think of brands as people, Patagonia is like your best friend who you love to have in your life — someone who is consistent, authentic, and reliable. They are not throwing you curveballs such as showing up one day as your best friend and then stabbing you in the back.
But Patagonia knows who they are — they are consistent and repetitive across all channels. They talk about specific issues with a specific tone, and although this can constrain some of their creativity, they show up in a consistent way and they are extremely confident in who they are, who they serve, and their mission and values.
WHAT MAKES A WILDSTORY BRAND?
▶ Start with Strategy
▶ Have a clear vision, mission, or greater purpose
▶ Culture = brand
▶ Create a Brand Manifesto
▶ Make the customer the hero of their own story
▶ Ask WHAT IF?
▶ Who are you?
▶ Never stop branding
MORE FROM THIS EPISODE 🎙 🎧
Marc and I talk more about brand strategy, and we discuss in detail, the ten principles of a wild story brand, and how entrepreneurs need to be true to themselves while also remembering that branding is not a set it and forget but a life-long activity that will change and evolve as your brand grows over time.
Hit play on the episode above for the full conversation on storytelling, strategic content, hiring a copywriter, and what you need to be able to produce branded content that your audience wants and needs.
◼ WILDSTORY Manifesto – Download the FREE Manifesto Brand Builder
◼ Listen to another episode: Finding Your Business Why Your Brand Purpose with Yulia Stark