Episode 2

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Published on:

27th Sep 2024

Building Brands that Connect: Strategies for Success

Show Notes:

Mastering the Art of Branding: Key Strategies for Business Success

In this episode of the Business Ignite podcast, hosts Ethan Walker and Samantha Reed delve into the intricacies of branding and its crucial role in business growth. They discuss the emotional impact of strong branding, how it transcends cultural barriers, and the importance of consistency and subtle changes in maintaining brand relevance. The conversation touches on various elements like colors, fonts, and imagery that contribute to a brand's overall feel. The episode also highlights the evolution of branding in the digital age, the power of authenticity, and the necessity of ongoing adaptation to build and maintain trust with audiences.

00:00 Introduction to Business Ignite Podcast

00:16 The Power of Branding

00:56 Branding Beyond Logos

01:38 Psychology and Branding

01:59 Cultural Perceptions in Branding

02:38 Branding as an Ongoing Process

05:42 Content Marketing and Branding

06:54 The Digital Age of Branding

08:16 Conclusion and Key Takeaways

09:28 Closing Remarks

Resources:

  • How Company Branding Enables Your Business to Grow - Strong company branding plays a key role in business growth by creating a consistent identity that builds trust and recognition with customers. Effective branding helps differentiate a business from competitors, making it easier for customers to connect with its values and mission. This connection fosters loyalty, which can lead to increased customer retention and long-term success. https://www.95visual.com/resources/articles/how-company-branding-enables-your-business-to-grow

Social Media:

Transcript
Speaker:

Welcome back to the business ignite podcast, where we light the fire

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for business growth and marketing success.

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Your hosts, Ethan Walker, Samantha Reed,

bring you the latest trends, expert

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insights, and actionable strategies

to fuel your business journey.

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Let's ignite your potential.

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Samantha Reed: Alright, picture this.

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You're in a completely new city,

don't speak the language, right,

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totally lost, and you are craving,

like, desperately need some caffeine.

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Oh, I know that feeling.

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You see a crowd and then BAM!

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That green and white logo.

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You know the one.

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Ethan Walker: Like a beacon of hope.

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Samantha Reed: Total relief, right?

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That, my friend, is branding.

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And today, we're going deep

on how to bottle that feeling.

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Ethan Walker: I like that, bottling

that feeling, because it really is

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about evoking an emotion, isn't it?

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You know, that example you gave,

it just highlights how a strong

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brand can transcend language,

even cultural differences, to

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create that instant connection.

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Samantha Reed: It's true.

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It's like this universal

language everyone understands.

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In this article, we're looking

at how company branding

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enables your business to grow.

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So, from 95 Visual, they're saying

it's about way more than just like,

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A cool logo or a catchy tagline.

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Ethan Walker: Oh, for sure.

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Goes way deeper.

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It's about the entire

experience a company creates.

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The feeling they project.

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Samantha Reed: So it's like, less

about the what and more about the how.

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Ethan Walker: Exactly.

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Think about a company like Apple.

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Yeah, the Apple logo is

recognizable, but their branding

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is so much more than that, right?

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It's the sleek design of their products.

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The minimalist feel of their stores.

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Even the way their employees interact

with you, it all feeds into this idea of,

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like, innovation, a premium experience.

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Samantha Reed: You're not just

buying a phone, you're buying

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into, like, a whole vibe.

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Ethan Walker: Exactly.

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And that's where the psychology of

branding comes into play, you know?

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Samantha Reed: Yeah.

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Ethan Walker: It's about tapping

into your audience's subconscious

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desires and aspirations.

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Samantha Reed: Whoa, getting deep.

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So how do they do that?

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Like, what's the secret sauce?

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Ethan Walker: It's a

combination of things, really.

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Colors, fonts, imagery, even the tone

of voice you use in your messaging.

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It all contributes to the

overall feeling you're creating.

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There's this really interesting

point in the article, actually,

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about how color can be perceived

so differently across cultures.

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Samantha Reed: Really?

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Tell me more.

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Ethan Walker: So, they use the

example of a dark blue logo.

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In some cultures, that might be seen

as, like, trustworthy, dependable.

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Samantha Reed: Yeah, makes sense.

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Ethan Walker: But in others, it could be

interpreted as cold or unapproachable.

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Samantha Reed: Wow, I

never thought about that.

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Ethan Walker: It's wild, right?

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Yeah.

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But it just goes to show how crucial

it is to really understand your text.

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target audience,

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Samantha Reed: especially if you're

trying to build a global brand.

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Ethan Walker: Exactly.

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Your branding needs to resonate in a

positive way across all these different

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cultures, which is no easy task.

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It takes careful consideration

and frankly, a lot of research.

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Samantha Reed: So it's like branding is

this ongoing process, not just a one time

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thing you do when you start your business.

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Ethan Walker: Absolutely.

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You have to treat your branding

with the same Care and attention

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you would give to a star employee.

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Samantha Reed: Oh, I like that analogy.

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The article mentions that, right?

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Treating your brand like a star employee.

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Ethan Walker: Because it essentially is.

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Think about it.

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Your brand is out there

working for you 24 7.

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Whether you're sleeping or on vacation.

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Samantha Reed: Making those connections.

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Ethan Walker: Precisely.

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So you want to make sure it's putting

your best foot forward at all times.

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Samantha Reed: It's like having, like,

a brand ambassador who never sleeps.

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Ethan Walker: Exactly.

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And, you know, in today's world,

where there's so much competition for

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attention, a strong brand can really

make you stand out from the crowd.

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Samantha Reed: It's true.

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There's so much noise out there.

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Ethan Walker: It's not just

about being recognizable, though.

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It's about being desirable.

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It's the reason someone might choose

your product or service over another,

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even if yours is a bit costier.

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It's that trust factor.

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Samantha Reed: It's like, I've

been there, you know, you're like,

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Oh yeah, I recognize that brand.

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I'm going to go with that one.

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Ethan Walker: Exactly.

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It's about more than just logic.

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It's that gut feeling,

that emotional connection.

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Samantha Reed: We're buying into the

feeling as much as the product itself.

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Ethan Walker: Exactly.

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And that's what a well crafted brand can

do, create that sense of shared values

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of belonging, even a bit of aspiration.

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Samantha Reed: It's powerful stuff.

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Ethan Walker: It really is.

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It drives our choices

more than we even realize.

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So we've talked about how important

branding is for any business, but

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here's what I found really fascinating.

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The article claims that even

small tweaks to your branding

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can have a huge impact on growth.

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Samantha Reed: Really?

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That's interesting because you

think, Oh, it's just a small change.

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Is it really going to make a difference?

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Ethan Walker: You would think, right.

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Samantha Reed: Eh.

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Ethan Walker: But, apparently there's

a psychological reason for it.

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Samantha Reed: Okay, I'm listening.

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Ethan Walker: It all comes back

to how our brains are wired.

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We're naturally drawn to

patterns, to consistency.

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We crave familiarity.

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We like

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Samantha Reed: what we know.

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Ethan Walker: Exactly.

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So even subtle changes to your

branding can signal evolution

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without being too jarring.

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Samantha Reed: It's like we're keeping

up with the times, but we're still

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the same brand you know and love.

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Ethan Walker: Exactly.

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They use the example of changing the

shade of blue in your logo, just slightly.

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Samantha Reed: Oh, I like that.

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It's subtle.

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Ethan Walker: Most people

probably wouldn't even

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consciously register the change.

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But it still has an impact.

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Samantha Reed: Subliminal messaging.

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Ethan Walker: Exactly.

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It's about those subtle cues that

reassure your existing customers while

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potentially attracting a new audience.

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Samantha Reed: So it's like walking

a tightrope between staying true

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to your brand while also evolving.

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Ethan Walker: And that's

the challenge, isn't it?

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Finding that balance.

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Samantha Reed: It is, and it

makes you realize that branding

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is a continuous process.

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It's not static.

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Ethan Walker: Totally.

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You have to constantly be evaluating,

adapting, and refining your brand to stay

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relevant and resonate with your audience.

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Samantha Reed: It's like we

were saying earlier, it's like

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taking care of a star employee.

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Ethan Walker: Exactly.

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You wouldn't just hire someone

and then ignore them, right?

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Samantha Reed: You gotta nurture them.

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Ethan Walker: Exactly.

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It's about giving them the

attention and care they need.

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Samantha Reed: So I guess the

question is, how do we know

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what our brand needs to thrive?

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Ethan Walker: That's a great question,

and I think a good place to start is

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by looking at how other companies are

approaching their branding, particularly

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in the context of content marketing.

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Samantha Reed: Ooh, that's meta.

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Because this article we're

discussing, it's basically

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content marketing for 95 visual.

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Ethan Walker: Exactly.

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They're giving us all this great advice

about branding, and at the same time,

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they're showcasing their own expertise.

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Samantha Reed: Sneaky.

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Sneaky.

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But also very smart.

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Ethan Walker: It is smart.

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And it highlights an important point.

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As consumers, we need to be more

aware of how companies are using

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content to build their brands.

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Samantha Reed: It's like a game

of spot the branding strategy.

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Ethan Walker: Exactly.

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And it can be pretty revealing.

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Samantha Reed: Like, do they

actually practice what they preach?

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Ethan Walker: Precisely.

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Does their content align

with their stated values?

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Does it feel authentic

to their target audience?

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Samantha Reed: Authenticity

is so important these days.

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Ethan Walker: Absolutely.

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Consumers can spot a fake from a mile

away, especially now when we have access

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to so much information at our fingertips.

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Samantha Reed: It's like one whiff

of inauthenticity and you're gone.

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Ethan Walker: Exactly.

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Any inconsistency can really damage trust.

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Samantha Reed: And once that trust

is gone, it's tough to get it back.

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Ethan Walker: Which brings up

a bigger question that goes

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beyond just this article.

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How do you think branding

strategies need to evolve in

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this increasingly digital age?

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Samantha Reed: It's a

whole new world out there.

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Ethan Walker: It is.

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We're not just talking about

billboards and TV commercials anymore.

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Samantha Reed: Social media

has changed everything.

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Ethan Walker: Sure.

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And then you have influencer marketing,

virtual experiences, the ways in which

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brands can interact with their audiences.

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Samantha Reed: And let's not forget

about user generated content.

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People trust recommendations from

their peers more than ever before.

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Ethan Walker: It's true.

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So brands need to find authentic ways

to be part of those conversations.

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Samantha Reed: It's not enough

to just shout your message

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from the rooftops anymore.

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Ethan Walker: Exactly.

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It's about engaging with your audience in

a meaningful way, building relationships,

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and being part of the community.

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Samantha Reed: It's true.

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Brands have to be more than just,

like, a voice in the void now.

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Ethan Walker: It's not just about

broadcasting your message anymore.

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It's about, like you said,

being part of the conversation.

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Yeah.

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That takes a deep understanding of

where those conversations are even

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happening, what platforms, resonates.

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Samantha Reed: Right.

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And what's the tone,

the vibe of the space?

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Yes.

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So much to consider.

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Ethan Walker: It really highlights

how much the world of branding has

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changed, even in the past decade.

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It's kind of incredible

when you think about it.

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Samantha Reed: Mind blowing, honestly.

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It's like a whole different ballgame now.

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Ethan Walker: It really is.

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And it shows how fast technology

is changing everything.

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Brands can't just rest on their

laurels, you know what I mean?

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Samantha Reed: They have to be

ready to adapt or get left behind.

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Ethan Walker: 100%.

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Samantha Reed: So as we wrap up

our deep dive into the world of

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branding, I think there's a big

takeaway for everyone listening.

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Ethan Walker: Yeah, what's that?

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Samantha Reed: Pay attention.

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The world around you is like a

constant master class in branding

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both the good and the well.

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Ethan Walker: And not so good.

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Samantha Reed: Exactly.

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Every time you interact with a

company, big or small, You're

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experiencing their branding first hand.

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Ethan Walker: That's true.

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It's like being a detective trying

to figure out their strategy.

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Samantha Reed: So, as you go about

your day to day, I challenge you to

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start noticing those branding choices.

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What colors are they using?

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What about the fonts?

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Ethan Walker: The little things, right?

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Samantha Reed: Totally.

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What's the tone of voice

in their advertising?

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Or even, like, the music playing

when you walk into a store?

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Ethan Walker: Oh, for sure.

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Music can be so powerful

in setting a mood.

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Samantha Reed: And ask yourself,

what feeling am I getting from this?

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What are they trying to tell me?

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Ethan Walker: And does it work?

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Samantha Reed: Exactly.

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Because at the end of the day, that's

the mark of truly successful branding.

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Does it make you want to learn more?

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Connect with that company?

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Become a loyal customer?

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Ethan Walker: Couldn't

have said it better myself.

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Samantha Reed: Well, it's been

fun diving deep with you today.

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Ethan Walker: Likewise.

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Samantha Reed: Until next time

everyone, keep exploring, keep

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those branding antenna up, and

we'll catch you on the flip side.

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Speaker 2: Thanks for tuning

into the Business Ignite podcast,

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where we fuel your business

growth and marketing success.

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If you enjoyed today's episode,

be sure to rate and review us.

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It does help others find the show.

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Don't forget to follow us on social

media at Business Ignite podcast and

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share this episode with a friend.

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Keep the fire burning and remember,

your success is just one strategy away.

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Until next time, stay ignited.

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About the Podcast

Business Ignite Podcast
Let's Ignite Your Potential
Welcome to the Business Ignite Podcast, the show where we light the fire for business growth and marketing success! Hosted by Ethan Walker and Samantha Reed, each week we dive into the latest trends, share expert insights, and break down actionable strategies to help entrepreneurs, marketers, and business owners take their growth to the next level. Whether you're looking to fuel your marketing efforts or scale your business, this podcast will spark fresh ideas and ignite your potential. Join us, and stay ahead of the curve in the ever-changing world of business and marketing!