Summary
In this episode branding expert Suzanne Tulien discusses the critical aspects of business branding and rebranding, emphasizing the importance of understanding brand perception, consistency, and the tangible implementation of brand values within an organization. She highlights the common pitfalls companies face when considering rebranding and the necessity of aligning marketing efforts with the true essence of the brand. The discussion also touches on the significance of brand equity and the need for businesses to live their values daily to build trust and recognition in their markets.
Takeaways
A brand is a perception, either conscious or unconscious.Rebranding often fails when it focuses solely on visual elements like logos.Brand consistency is crucial for building trust with clients.Companies must align their internal culture with their brand promises.Brand equity is built over time and can be lost quickly.Effective branding requires tangible actions, not just words on walls.Understanding what you want to be known for is essential for branding.Marketing and branding are distinct but interconnected processes.Cognitive dissonance occurs when actions do not align with brand promises.Rebranding should be approached with caution and clear data-driven reasons.
 
Sound Bites
"Branding is the assignment of meaning.""What do you want to be known for?""Consistency builds trust.""You can't just put words on walls.""Announcing change is not implementing change.""You have to live your values every day.""Brand equity is built over time.""The logo is just a symbol."
Chapters
00:00 Understanding Branding and Rebranding20:17 The Importance of Brand Consistency32:03 When to Consider Rebranding38:37 Closing Thoughts on Branding
 
 https://www.linkedin.com/in/suzannetulien/
https://brandascension.com/page/pbtoolkit
https://brandascension.com/
youtube.com/channel/UC0Xr8GUiQsriW9BYIhQuQ0g
[email protected]
 
 
 

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