Episode 3

RE - Branding

Welcome to the RE podcast we are the hosts Steven Rick and Tim Elliott

In this episode, we talk about Branding

Branding is often associated with a logo or colours e.g. the aesthetics and the style. This is wrong!

People often have this definition of a brand because this is the base that marketers use to market a company's product. So in this episode, we reinvent the image of what a brand actually means so we can focus on those parts while creating a brand.

A Brand are the pieces that connect people to the company, like when we connect to a person. We connect with them for their character. Brand is the face that we identify with.

BX > EX > CX - Brand experience before employee experience before customer experience

Key points:

  1. Ratings need to be correct because humans like the middle. It’s a safe ground and that's what most people want to answer safety.
  2. Most people associate the word brand with the logo the colours it’s because it’s the marketer’s definition of what a brand is and not the actual meaning of a brand.
  3. Brand is the things that connect people to the company, like when we connect to a person. We connect with them for their character.
  4. There is a category and then there is also an umbrella factor-like every black drink we see we call it Coca-Cola that's why under the umbrella of soft drinks it is the king. Similarly under hard alcohol, many would associate whisky to Jack Daniels.
  5. Coca-Cola brand unpicking
  6. When the customer looses trust in the company it is very difficult to get them back
  7. The brand should be able to drive your employees internally
  8. Gen z and millennials want to work for companies that have a purpose and brand value and want to go with brands that resonate with people.
  9. How did you treat your staff during COVID 19- the most asked questions by new joining people after COVID


Quote " Great brands give people to something to buy into and not just buy from"


01:45- Airbrideges and the Traffic light system

02:50 - Rating rule

04:00 - what does brand mean?

07:30 - Stop focusing on the customer

10:08- Pepsi vs Coke

12:45 - Brand loyalty and association

18:00 - Common denominators

24:00 - Storytelling to make people understand

36:00 - Combatting negative association

40:00 - Gen Z methods

43:30 - Good Branding & Bad Branding


Adam Ferrier - https://thecmoshow.filteredmedia.com.au/adam-ferrier-on-the-psychology-of-brand-loyalty/


About the Podcast

Show artwork for REMarkable!
A podcast where we have good conversations with people doing remarkable things in their life or work so that they may inspire us to do the remarkable too..

About your hosts

Profile picture for Tim Elliott

Tim Elliott

Hi I’m Tim,

Thank you for visiting my profile, please, let me take a moment to introduce myself.

For 20 years I've worked in the creative services industry providing strategic thinking and creative services to hundreds, if not, thousand’s of businesses. From owning my own agencies to working on the client side with great organisations in CMO level roles.

For the last 5 years, I’ve evolved. From the lofty heights of the creative services industry I’ve been fortunate to re-identify as a teacher and a facilitator. Now working with leaders and organisations that don’t just want something completed on their behalf, but want to truly understand, co-create and build great brand strategies, stories and purpose-driven cultures.

My work regularly manifests through public speaking, delivering keynotes as well as workshops with leaders and their teams on how creative, purpose-driven strategies can help them create a remarkable brand.

As a facilitator my deeper strategic and discovery work I complete through my role as a design strategist for The Spill Teem®. The Spill Teem are a creative team of strategists who work with organiszations worldwide to help develop their thinking culture. You can find out more about The Spill Teem® in the experience part of my profile below.

Outside of the ‘day job’ type work I also am proud to be the host of The REMarkable Podcast, where I and my co host Steve, have long-form, free-flowing conversations with people doing remarkable things in their life or work so that their stories might inspire us to remarkable things too. You can listen and subscribe here: www.remarkablepodcast.co.uk

You may also have noticed in my headline a mention of running. I am a full-fledged member of the cult of running and if you don’t find me on zoom I'm more than likely running around the hills, trails and roads of the East Midlands. I actually host a running network group, M&E (Move & Elevate), where we mix business and running together in a mastermind group connected with nature and movement. If you want to learn more please drop me a message.

I think that’s enough about me now, so, what about you?
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Steven Rick

Keen cyclist, marketer, education and tech player, Steve RIck (@SteverickUK on most the social accounts) has been a propositonal and strategic marketer for 10 years or more.

With £1m + rebrands, and launches of new products and services from a myriad of different sectors, Steve has helped start-ups, and well-recognised brands with their marketing, so has a lot to say on most subjects....Although not all of it is coherent!