Brand Strategy to Launch or Rebrand – Derrick Daye

Brand Strategy to Launch or Rebrand – Derrick Daye

by | Jun 23, 2021 | podcast

Brand Strategy to Launch

A brand strategy for launch, or when it’s time to rebrand is vital for the life and longevity of your brand. Brands that lead develop and implement a brand marketing strategy early in their business. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.  A clear brand strategy is as important as your overall business plan. You can do amazing things with even tiny budgets, but you’ve got to figure out what you’re going to stand for in someone’s mind. First, what is that unique value? 

Your brand strategy is going to create that human side to your brand, which is required to make the connection out in the marketplace and also make the point of difference out in the marketplace. It’s really important for startups to be thinking about that at the same time early and often in the development of the brand. Launching your business with a brand strategy is vital, since you don’t want to leave it up to your customers or your competitors to define what your brand is about. You have to consciously address it, or end up having it defined for you.

“The paradox of branding is that you must change to stay consistent.
We have to evolve as brands and along the way, we have to still be recognized. We still have to stand for that thing that is important to our target customers.

–Derrick Daye

Brand Strategy to Evolve or Rebrand

Brands are never finished. They’re a river, not a pond. So that means you have to manage them. It’s not a set it and forget it thing.  You have to evolve with it. You have to understand that the brand and your brand strategy has to be managed along with that change to create an up to date marketing strategy.

Your brand must be close with your target customers, especially when thinking of evolving your existing content marketing or digital marketing strategy. This is even true when opting to rebrand, We really have to understand what matters to customers so the brand can move along with them. Brands that look ahead to the future, understand that marketing strategy is creating the future. Use content marketing as part of the rebrand marketing strategy to paint a bigger vision of what’s ahead and how that can be exciting for your audience and customers

Derrick Daye & Cheryl discuss:

  • A brand is  the sum of all experiences a customer has with you. Everything, all of the touch points, everything adds up to this one thing, and that is your brand.”
  • Each touch point where people are interacting with the brand is where the promise that you’re making to your customer must come to life.
  • Today where trust really missing in parts of our society, your brand has to be a symbol of trust to lead today.
  • Brand consistency is the backbone of trust. People watch your behaviors over time. They come to trust those behaviors and that’s a result of consistency. So if you are making changes with your brand, they should be evolutionary rather than revolutionary. A complete rebrand may not be in order, but evolution of your existing brand.
  • Every action we do take, we have to be careful. And the moves we’re making and they have to be purposeful and they have to be on brand. They have to be meaningful to our target customers.

Takeaways from this episode:

  • Brands are never finished. They’re a river, not a pond. So that means you have to manage them. It’s not a set it and forget it thing.  You have to evolve with it. You have to understand that the brand has to be managed along with that change.
  • The fundamentals of brand management transcend all business inquiries in all stages of a business’s development. And as far as when you should be thinking about this is in the embryonic stages of your brand, you think about a business plan. At the same time, you should be thinking about your brand strategy.
  • The brands that look ahead to the future understand that marketing is something that creates the future. They can use that to paint this bigger vision in their marketing strategy of what’s ahead and how that can be exciting for their target customers.

Website: brandaide.com 
Book: https://registeredtrademarkbook.com 
Twitter:  twitter.com/brandaide 
Facebook:  facebook.com/brandaide 
Email:  cheryl@brandaide.com 
Show: brandrevolution.show 
YouTube: youtube.com/user/BrandaideTV 
LinkedIn: linkedin.com/in/cherylhodgson 
Instagram:  instagram.com/brandaide
Pinterest: https://www.pinterest.com/brandaide1/

Welcome to the Brand (R)evolution Podcast – Cheryl Hodgson

Welcome to the Brand (R)evolution Podcast – Cheryl Hodgson

by | Feb 17, 2020 | podcast

In this episode, Cheryl discusses: 

  • Her professional background and her vision for the Brandaide podcast. 
  • Branding as an often mis-understood yet omnipotent term. 
  • How branding equals communication across multiple platforms.  
  • Learning from the experts to help build one’s own brand. 

Key Takeaways: 

  • We need to move out of our own knowledge silos in order to grow. 
  • Branding is a multi-disciplinary area of expertise. 
  • Branding is necessary in order to be seen and heard. 
  • Great branding is the root of success and legacy in business.  

“Let’s help you create your revolution through evolution, and understand what it really takes to build a brand that changes the lives of those you serve.” — Cheryl Hodgson 

Connect with Cheryl Hodgson:  
Website: brandaide.com
Book: https://registeredtrademarkbook.com
Twitter:  twitter.com/brandaide
Facebook:  facebook.com/brandaide
Email:  cheryl@brandaide.com
Show: brandrevolution.show
YouTube: youtube.com/user/BrandaideTV
LinkedIn: linkedin.com/in/cherylhodgson
Instagram:  instagram.com/brandaide

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Cheryl Hodgson

Everyone uses the words “brand” and “branding” and banters it about as if it's a term of art, as if we're all supposed to come out of the womb knowing exactly "What is a brand?" There are so many definitions, there are so many different interpretations. I began to ask myself, “What does this word really mean anyway?” And quite frankly, I was a bit embarrassed to admit, I didn't really know. So, it became my mission a few years ago to stop operating alone in my own silo of the brand protection world and venture out, and find out what's going on in the other silos in the world of branding.

Branding is a multi-disciplinary area of expertise that requires many different types of people to assist entrepreneurs and business owners who wish to build a brand. I decided it would be my mission to meet some of those people and learn from them and share them with you.

For those of you who don't know me, I'm Cheryl Hodgson. I'm an attorney and the host of the Brandaide Podcast. The Brandaide Podcast is about your Revolution, your evolution as an entrepreneur, a Marketing Director, a digital marketer.

“How do we communicate across all the multiple platforms it requires for a brand to be successful, and for a business to be seen and heard in today's noisy world?”

By background, I'm a music trademark and copyright attorney. And I've represented creators, entrepreneurs and business owners of all types. I've litigated cases in federal courts around the US and protected trademarks for dozens of brand owners. I've championed artists rights in the music industry for many years. In my early days, I was a talent agent, and even managed a rock band. That was an experience. Let me tell you.

Today, I'm about empowering my clients and entrepreneurs with access to knowledge and people that can help them launch and build their business with a strong foundation, one that avoids pitfalls minimizes risk and helps build a lasting legacy for your business.

I just love meeting and working with entrepreneurs and business owners who are leading the way to create their own revolution and evolution in the world, and for the clients and customers they serve. Having worked in one silo of the brand world, the protection side, I began to wonder what it would take to dismantle the silos so we could meet and learn from those in the other areas of expertise in the world of brands. So, I'm here, let's dismantle the silos. Let's help you create your revolution through evolution and understand what it really takes to build a brand that changes the lives of those who serve.

The Brandaide Podcast will introduce you to the real world of brands and branding. We will examine:

What is a brand?

How do you create, build and protect a brand that increases the bottom line and contributes to the lasting legacy?

How do you reach the hearts and minds of those who serve so that you build rabid fans and develop that word of mouth for your business, so that people want to do business with you?

Today's online brands must use a multitude of channels from which to connect with clients and prospective customers, managing messages across all those platforms. Building a team that connects to the hearts and minds of those who serve takes a village, that team of experts across a multitude of areas of expertise. Many of these didn't even exist a few short years ago-social media for example. We will meet some of those brands specialists- those who can help you on your journey when it comes to the meaning of the word "brand."

I think of Connection | Community| Contribution | Currency.

These come from creative people, those who help you build the consumer experience, team building, informational marketing, training and coaching, legal and protection, and innovation to name but a few. We'll look at ways you can reach your customers, and will look at alternatives to the traditional forms of advertising and marketing. And we'll examine some of those as well. We'll meet successful brands who are connecting to those they serve, and are changing lives and the world in which they live. We'll talk about some of the brand failures and what might have gone wrong.

The show is for entrepreneurs building a business or online brand and, what businesses are not online? Marketing Directors, Digital Marketing executives, and advertising executives will also learn from the experts who may help them and their mission to serve their clients.

I'll be interviewing guests weekly and on occasion. I'll also include “Cheryl Goes Solo”, an episode where I'll be sharing my take on current brand-centric topics. Or I may also provide useful practical information on how to Select | Secure | Sustain your brand, leverage your wealth, and build a lasting legacy for your business and your family. I look forward to speaking with you and hearing your thoughts and suggestions along the way.

I look forward to seeing you on the other side.

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