Building Your Lifesaving Brand

In this episode of CPR to CEO, Dave Kotz dives into what makes a CPR business memorable—and profitable—in a saturated market. Spoiler: it's not just your logo. Your brand identity is everything from your visual style and service reputation to your community presence and the way you answer a phone call. If you're ready to stand out and become the go-to name in lifesaving education, this is where you start.

You’ll Learn:

• Why Branding Matters in CPR Training
• The Elements of a Strong Brand Identity
• How to Build Trust Through Community Engagement
• Why You Are the Brand
• Tips to Make Your Business Memorable

Quick Story:
Dave walks through the power of brand identity with a real-world example: a single community day event where a professional booth and a solid first impression led to long-term corporate business. You never know who’s watching—and your brand speaks even when you’re not.

Action Challenge:
Write down your brand’s mission and your unique value proposition. What makes you different? What do you want your community to remember when they hear your business name? If you're feeling brave, share it in the comments so we can all learn and grow together.

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Thanks for tuning in to CPR to CEO—where boots-on-the-ground experience meets boardroom strategy. Whether you're saving lives or building empires, we’re here to help you breathe life into your leadership journey. If today’s episode sparked something in you, share it, review it, and keep the momentum going.

Catch more behind-the-scenes, bonus tips, and full episodes on YouTube, Facebook, Instagram, and TikTok—just search @CPRtoCEO.

For resources, training, or to connect with our team, visit: www.CPRtoCEO.com

🛑 Disclaimer: The insights, strategies, and stories shared on CPR to CEO are for educational and informational purposes only. We don’t guarantee wealth, business success, or life transformation by applying anything from this podcast. Your results depend on your work ethic, decisions, and unique circumstances.

Stay safe. Stay sharp. See you next time.

—Dave Jacobs Kotz

Episode Transcript

(00:05):
Hello again everyone.
It's Dave Kotz overhere at CPR to CEO.
Another exciting episode.
Today we're gonna talkabout brand identity.
How do you stand outin a crowded market?
Here we go.
All right.
So creating a brand and abrand identity is one of the
most important things youcan do as a business owner.

(00:27):
Think about the most famousbrands in the world, the iconic
ones where you can just look atthe image of that Coke bottle.
You know exactly the shape ofthat bottle, and that tells
you exactly what brand it is.
I'm not saying that you'regonna get a Coke bottle as
your CPR logo, but creatingthat logo, creating that

(00:48):
brand identity will help youstand out in a crowded market.
The more people can remember,oh yeah, it's those guys with
that logo or whatever thecase may be- very important to
the growth of your business.
So branding matters.
There's a couple thingsthat matter in branding.
Logo is certainly one ofthem, but having- being known

(01:13):
as the best in the industry.
Being known as the peoplewho provide onsite classes.
Being known as people thathave mankins, that are
clean and professionaland electronic or whatever
your shtick is deliveringcertifications at the time of
certification; so in the class.

(01:34):
All those things can be veryimportant, and they help
differentiate you from theother competitors out there.
That's all part ofyour brand identity.
So everyone needsto think about that.
It's your uniquevalue proposition.
It's your personalityas a business that we're
talking about here.

(01:55):
The more you can develop thatand the more you can create it
as a niche, you'll then standout amongst all the other folks.
You can use theseto your advantage.
Your visuals, your websites, anyblogs you're doing should all
incorporate that brand identity.

(02:16):
Reinforce those images.
Reinforce thosecorporate values.
Reinforce thosecorporate practices.
Build the brand identity.
Be consistent.
Small details will matter.
Is your name of yourbusiness all capitalized
is just the first letterof each name capitalized?

(02:37):
Do you have amulticolor name logo?
Do you always useyour first name?
Maybe it's your first initial.
Be consistent withyour brand identity.
It's all about you.
Your brand identity willalso help determine your
success in the marketplace.

(02:58):
There are many people thatoffer the services that
you do, whether that's CPRor you own a nail salon.
How do you differentiatewhat you do?
Use your brandidentity to do that.
People will have a positiveimage of your brand.
Let's say if you sponsora kid's softball team.

(03:18):
If you go to your town'scommunity day, all of
those things add toyour brand identity.
When you go to the communityday at your town, you may
not make any money at all.
In fact, you may lose moneybeing there, but by being
there your brand will be there.
Not only is yourbrand, your logo, your

(03:38):
merchandise, it's you.
You are your brand.
Your personality, yourimage, your interactions.
You must be an engagingindividual and you must
promote the positiveaspects of your brand.
Again, doing it at a communityevent is one excellent way to

(03:59):
promote your brand identity.
By doing that, you'll interactwith people that may have need
for your services in the future.
If they don't have need foryour services, my goodness,
they may know people whohave a need for your service.
Let's just take that example.
You're at a communityday at your local town,
and you meet the mayor.

(04:21):
Now the mayor doesn't needCPR class necessarily, but
when the police departmentapproaches the mayor saying,
Hey, golly, the person thatwe've had doing CPR for us
for many years has retired,what could we possibly do?
The mayor says, Hey, I metthis guy at the community today
that happens to offer CPR.
He had a professionallooking booth.

(04:43):
He had business cards.
He was dressed nicely.
He had some ofhis equipment out.
It looks really nice.
Maybe, we should givethat person a shot.
All brand identity.
So some people think just brandis that iconic Coke bottle
shape and that's certainly apart of it, but so much more.

(05:04):
In fact, the brandis really you.
You are the brand.
There's whole books on this.
You can find them, I'm sure.
Anyways, think about that.
Think aboutdeveloping your brand.
Think about developing you.
Are you gonna makean iconic image?
Are you gonna have someregularly programmed

(05:28):
community activities?
Are you going toregularly advertise?
What is your marketing strategy?
It all revolvesaround your brand.
Make your brand iconic.
Make your brand easilyidentifiable, and make your
brand different than everybodyelse's; and you will stand

(05:49):
out in a crowded field.
And that's what we'relooking for here.
You can do this.
There's enough people doing CPRtraining out there in the world.
You want to be iconic,different, and memorable.
So here's my call toaction for you today.
I want you to write downyour brand's mission and your

(06:12):
unique value proposition.
Write it down.
If you feel like it,please share it with us in
those comments down below.
I'd love to see what it is.
Again, we can grow thisbusiness, this whole market
of CPR training together.
We can learn from eachother and it will build
a better CPR marketplace.

(06:35):
I hope you do that.
I hope we can engagewith you and develop
some great collaboration.
Hey, next time we're gonna talkabout how to land that first
corporate client doesn't haveto be a Fortune 100 company.
It could be a corporate clientfrom your local geography.
It's challenging,but you can do it.
We're gonna give you some ideason how to make that happen.

(06:57):
Hey, until next time.
Remember, I want youto like this video.
To share it on all your socialchannels please and subscribe.
We want to build thisbusiness together with you.
Together we will allelevate the business of CPR
training, learn from eachother, and build a better
marketplace for CPR training.

(07:18):
Hey, it's Dave Kotzfrom CPR to CEO.
We look forward to seeingyou in the classroom.