April 30, 2025 • 45 mins
In this episode of The Digital Marketing Mentor, Danny speaks with Chaya Glatt, a brand strategist and the founder of Brand Authority, about her journey from special education to branding and marketing.
Chaya shares her thoughts on branding as a solution rather than just a service, offering insights into how businesses can use branding to solve real problems.
The discussion touches on the importance of having a strong foundation in brand strategy and the dedication to gaining a deeper understanding of what branding can do for business growth.
She also gives an honest take on parenting and building a successful career in digital marketing as a working mom.
Episode Highlights:
- Chaya shares how her unexpected journey from special education to branding led to her successful career in brand strategy.
- The discussion makes an argument for branding as a solution to business problems, defines it as more than just logos and visuals, and highlights the importance of creating messages that resonate with customers’ true needs.
- Chaya shares actionable advice for startups and small businesses, placing emphasis on the importance of clear messaging and focus on client outreach before worrying about complex branding.
- She discusses the role of AI in branding and explains how it can assist with execution but will never replace the human-driven strategy behind strong brand development.
- Chaya encourages women to embrace their value and lean into the perspective and strengths that come with being a working mom.
Episode Links:
🔗 LinkedIn: /in/chayaglatt
🔗 Website: Chaya Glatt
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Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
Welcome to the Digital Marketing Mentor.
I'm your host, danny Gavin, and, together with industry leaders
and marketing experts, we'llexplore the meeting point of
mentorship and marketing.
We'll discover how theseconnections have affected
careers, marketing strategiesand lives.
Now get ready to get human.
Hello everyone, I'm Danny Gavin, founder of Optige, marketing
(00:37):
Professor and the host of theDigital Marketing Mentor.
Get ready to get human.
Unlock the true potential oftheir brands With a no-nonsense
approach to branding.
Chaya believes it's not justabout pretty words or sleek
designs.
It's about creating solutionsthat help businesses stand out
and develop trust with theircustomers and clients.
If you've ever felt like yourbranding isn't pulling its
weight, you're in for a treat.
Get ready to rethink everythingyou know about branding as we
(00:58):
dive into this conversation withChaya.
Today, we're going to talkabout what branding is, not what
branding is, and, of course,mentorship.
How are you doing, chaya?
Speaker 2 (01:06):
I'm great, I'm very excited to be here.
Speaker 1 (01:08):
Yes, me too.
I wanted you on the podcast fora while, and I'm so glad that
we're actually here today, solet's jump right in.
Where did you go to school andwhat did you study?
Speaker 2 (01:16):
I went to Mercy College, I studied to be a
literacy specialist and I didwork in special education for a
while and that was kind of how Isegued into copywriting and
marketing.
Because at one point there wasI was working for an early
intervention agency and thesupervisor who wrote their blog
(01:37):
left the company and I thoughtyou know, I'm a writer, I bet I
can do this.
So I pitched the owner and saidyou know, can I start writing
the blog?
And he was like sure, and wedid that for a little while.
And then he opened a sensorygym and he's like we need
someone to write the brochure.
So he connected me as thewriter with the designer and I
(01:58):
wrote the copy for the brochureand the designer was like wow,
this is great, do you write copy?
And I'm like yeah, I wasn'teven sure what she was talking
about.
I'd never even heard of acopywriter, I didn't know that
was a thing.
But I was like I like doingthis, so why not?
And it kind of took off fromthere.
Speaker 1 (02:16):
So obviously, eventually, your path led you
down to branding and marketing.
Why did you think about goinginto, like the literary
educational world in thebeginning?
Speaker 2 (02:25):
I had never dreamed of being a marketer, I think as
a younger person.
I was very sincere.
I like people, I'm a peopleperson, so I naturally
gravitated toward teaching andyou know, special education is
more lucrative than teaching.
I know I wanted to be able tosupport my family, so that was
(02:48):
kind of the default path that Itook and I always thought of
marketers as these like weird,creative, cool people and like
also kind of slimy andmanipulative people and
unfortunately, there's probablya good reason why markers have
that reputation.
But I have learned that most ofwhat I do is not slimy.
(03:10):
Nothing that I do is slimy,thank goodness, and it really is
about helping people.
Just like education is abouthelping people, branding is
about helping people and thepeople that I help.
Thank God, I'm so grateful towork with really fantastic
clients who are also sincere,value-driven individuals who
(03:32):
have something to bring to theworld, need somebody to help
them get the word out, needsomebody to help, you know, make
this seem like an appealingoffer so that they can, you know
, put this product out and alsosupport their families.
And it's a great endeavor and Ilove it and it's so satisfying
and I still get to be a peopleperson.
Speaker 1 (03:54):
So in our community I would say, a lot of girls go
down like the special educationpath.
What would you tell them beforegoing down that path?
Like, obviously for some peopleit's really for them.
Speaker 2 (04:03):
Right.
Speaker 1 (04:03):
But what would you tell some people to kind of
really consider before goingdown that path and maybe to look
at what other options are outthere?
Speaker 2 (04:09):
So, honestly, I don't regret the path I took.
I don't think it would havebeen a great idea for me to jump
immediately into the world ofmarketing, especially, as you
know, a young Base Yakovgraduate.
There are a lot of challengesin this field, Things like
challenges to your sensitivitiesand teneus and just ethical
dilemmas like left and right.
(04:29):
Like we said, you knowmarketing can be a manipulative
field where you're using allthese psychological tactics to
kind of like get people to buy.
You know there is a lot of thatgoing on.
It's not so, not so simple andit's not necessarily something
for the naive.
So I don't regret that.
(04:50):
My career trajectory was kind oflike, you know, not so direct.
So if someone's considering acareer in special education, I
would say go for it, and that'sawesome, and keep your mind open
.
You know like God has a way ofsending you opportunities at the
right time, and you know youmake your choices, you do the
(05:13):
best you can with theinformation that you have right
now and you keep an open mind.
You know, just because you'redoing this right now doesn't
mean you're always going to bedoing it, and I think we all
need to have that kind ofattitude.
Speaker 1 (05:25):
Yeah, just because you start something doesn't
necessarily mean that's going tobe what you're doing for the
rest of your life.
So, yeah, keep your eyes andears open, because you never
know.
So, chaya, how would you definea mentor?
Speaker 2 (05:35):
So you can tell me if you agree with this, but I'm
just thinking aloud as I'mspeaking to you.
A mentor is more than justsomebody who like is, let's say,
a coach or a consultant, whoyou.
There's a transactionalrelationship like I pay you
money and then you help me getbetter, or whatever it is that I
want to get better at.
A mentor is more of a personal,invested relationship.
(05:59):
The person cares about you,they want to see you, they're
going to go a lot further than acoach would go and they help
you with a lot of other thingsother than just the one, let's
say, career improvement, thatyou want to make.
They end up becoming more likea friend.
Speaker 1 (06:16):
Yeah, so I mean over 70, 80 episodes in we have lots
of definitions for mentors.
Speaker 2 (06:22):
Okay.
Speaker 1 (06:22):
So I found it interesting that, obviously that
when we reached out to youahead of time, you said that you
didn't have a formal mentorRight.
But we've learned that mentorscan come in many forms.
Like it could be a formalmentorship, it could be lessons
learned from colleagues, itcould be guidance and form on
you know, from podcasts orcourses and other materials.
So the question is there's gotto be some sort of mentorship in
(06:46):
your life.
Speaker 2 (06:47):
Right.
So definitely support fromcolleagues.
I've had for a long time and Istill have to this day.
I have a small group of friendswho are, all you know, at
similar stages in our careersand we support one another.
I don't know if I would callthese people my mentors, any
more than I would call myself amentor to them.
You know, like we help eachother, we all help each other.
(07:08):
To me, in my mind, a mentorshipis like this big adult figure
who's like helping the child,but it's just, it's a friendship
, it's a colleagueship, likewe're all here to support one
another and I've had that formany years.
I'm very, very grateful for it.
I've definitely.
I've taken courses.
I'm a student of life.
(07:29):
I learn from everything thathappens, the good, the bad, the
ugly, so but I would say like,if we're looking at traditional
mentorship, my marketer friendswould probably be the closest to
mentor figures that I have inmy life and so so grateful for
them.
Speaker 1 (07:46):
Can you share how their input has helped guide you
?
Speaker 2 (07:48):
So a lot of technical stuff, like who knows the
software that does this and this?
You know?
Client dilemmas I need to sendthis email to my client and I'm
not sure if the tone is right.
I might sound too defensive andthey'll weigh in like just
change this one word or put anemoji here.
Validation, like am I crazythat I don't want to work with
(08:10):
somebody who is promisingwhatever.
Those things are so important,especially when you're a
solopreneur.
I mean, at this stage I have asmall team, but I'm still, you
know, I'm making all thedecisions, I'm calling all the
shots.
Sometimes you just like feellike you're stuck in your own
head and you think you know whatthe right thing is to do, but
(08:33):
you also realize that you havethis like tunnel vision, right,
like I don't really see thewhole picture.
I'm so subjective here.
So I think that's the biggestvalue is just knowing like
there's someone else I can talkto and they'll tell me if I'm
crazy, or they'll tell me if Ihaven't thought of a certain
angle, or they'll tell me thatI'm on the right track, you know
(08:53):
.
Yeah, I think you're very luckyto have those type of people
around you, because being asolopreneur can be very hard and
you need to have that team orpeople that you can rely on,
right, and I find that in mytraining as well, where I'm
training others, one of thebiggest benefits is having that
community where they ask eachother questions and they get
(09:13):
that support, or they can ask mequestions and they get support.
If they're doing this for ayear and I'm doing this for 10,
it's like totally differentperspective that I can point out
to them.
And I think community andsupport is one of the biggest,
like most undervalued,commodities out there.
(09:35):
It's very hard to explain tosomeone you know pay this amount
of money because you're goingto get people who care about you
who answer your questions.
It's really hard to see thatvalue, but once you have it,
it's enormous.
Speaker 1 (09:49):
Yeah, with my course as well.
Having those peers, that peergroup, is so important because
there's always that level wherethere's certain questions or
certain things people just don'tfeel comfortable asking and
therefore, if they have thatpeer community, it just makes
that more comfortable and so youhave a little bit of both.
So, yes, most people don'trealize how valuable that is,
(10:10):
because a lot of people try tosign up and say, yeah, I just
want to do one-on-one and Idon't need that care and I'm
like no, if you really want thisto be successful, you have to
be in the formal cohort, formalpeer group and that's how you're
going to get the most value.
Cohort formal peer group andthat's how you're going to get
the most value.
Speaker 2 (10:23):
Right, we actually have in our Slack group for
Brand Authority.
We have a channel called SillyQuestion Asking, anyway, and I
just think just the fact thatthat channel is there is so
validating because, like here,there's no such thing as a silly
question.
You might think it's silly,just ask it.
That's what we're here for.
Speaker 1 (10:43):
Yeah, that's great.
Like you create that safe spaceeven before right.
So like they, they, they knowit's okay.
Speaker 2 (10:51):
Yeah, yeah.
Speaker 1 (10:52):
So, while not exactly mentorship, you're training
creatives to become brandstrategists.
What sort of strategies do youuse and what do you find a
successful method and kind ofpushing people in the right
direction?
Speaker 2 (11:03):
Becoming a strategist is a very different skill set
than, let's say, becoming a chef.
Right, when you want to becomea chef, there's a set of skills
you have to learn, which I amnot dreaming of ever learning.
But becoming a strategist islearning how to think, because
no two brands are ever going tobe the same.
(11:23):
Every company is going to cometo the strategist with a dilemma
that you're going to say oh mygosh, I have never seen this
before.
I have no idea what to do.
It's always going to be that.
It's always going to be so.
Learning how to think and havinga framework for how to approach
branding problems, brandingdilemmas, branding goals all
(11:46):
these things that businesseswant to achieve that's what the
training is all about.
You'll never just be likeapplying a template, like the
same template to every singlebrand, but you'll be applying
the same thinking framework ofokay, so here's the goal, what
do I need to do in order toachieve the goal?
So that's what I teach in thetraining program is that
(12:08):
framework of how to think andhow to approach problems.
Speaker 1 (12:11):
So when people come to you with questions, are you
the type to answer it or kind ofask them?
Questions lead them to findingthe answer on their own.
Speaker 2 (12:19):
Okay.
So I'm working on that, right,because when somebody has a
question about a brand, it's soeasy for me to jump in and be
like, okay, this is a uniqueselling proposition, because I
see it right in front of me,right?
Or like, okay, so here's whatthey need to do.
They need to segment theiraudience.
They need to target this group,and then they need to target
that group.
But what?
(12:39):
How am I helping my trainee ifI just solve it for them, like,
okay, now they know the answer?
So I am working on addressingthe question and how to solve
the problem rather thananswering it for them, and I
think I'm improving in that way.
So what ends up usuallyhappening is they'll ask a
question that's one sentence andthen I have to answer them with
(13:02):
like three paragraphs, right?
So okay, let's analyze thissituation, and then here's what
you should do next, and here arethe questions that you should
be asking, and here's theresearch that you need to do to
find the answers to thosequestions.
So I am I'm trying to do thatas much as possible, and those
are the kinds of conversationsthat we ended up having in Slack
.
It's a lot of fun.
Speaker 1 (13:22):
Were you the type of kid in school that would like
shout out the answer, or justlike raise your hand and go
crazy because they just had togive the answer?
Speaker 2 (13:28):
No, I hated school.
School is the worst.
I don't like being told what todo.
I don't like being given orders.
I don't like rules and likewell, I like rules if they like
are serving me and like help medo what I need to do, but I
don't like when other peopleimpose limitations on me.
(13:51):
I was not a school person and Iwas not like a big like book.
Well, I read a lot, but Iwasn't like the studious person
Like that is really not my style.
And in training also, I reallytry to keep it practical.
Like everything needs to havean example.
There's no point in learningtheory, there's no point in like
(14:12):
understanding things that haveno, you know, direct reflection
on anything that is going on inyour life.
So in all the things that Iteach in my training, I try to
make it real and we haveassignments.
They have to do this on realbrands.
You know this is like we'rehere to learn how to do stuff,
not how to know stuff.
(14:33):
I'm a big, I'm really into that.
We're learning how to do stuffand not know stuff.
Speaker 1 (14:39):
Yeah, that's the advantage of taking a course
like yours over, let's say,going to a university.
Some universities arepracticals, but most are not.
Speaker 2 (14:46):
Oh, don't even get me started.
Speaker 1 (14:49):
So obviously there was this point where you started
doing more marketing and doingmore branding and then you had
the courage and confidence thatI'm going to create a course or
do these types of things.
What said like hey, I knowenough, I'm a master that I can
go do this.
Did you have people pushing youor did you come to this
realization yourself?
In the same vein, how do yousuggest other people who may be
(15:10):
masters of their own craft butdon't realize that they could
actually do this right?
Teach others.
Speaker 2 (15:14):
This is really my personality.
I've always been.
I always feel this drive.
I need to prove myself.
So if I've achieved something,I'm always like, okay, what's
the next thing?
Like what do I have to do next?
That's really just mypersonality.
So that's probably a big partof what went into the decision
to create a course.
That was just me being me Likeact now, think about it later.
(15:39):
I need to do this.
Another thing was that like Ilooked around and I see that you
know, people create courses andI was like I can do that.
You know, if anyone else can dothat, I can do that.
So again that just I'm sort ofjust like very driven that way
and when it came to the content,it was a no brainer, because I
(16:00):
just see that there's a need forthis and and the reason I see
there's a need for this isbecause I'm a part of all
different communities ofmarketers, especially in the
firm world.
What ends up happening is thatpeople who know very little
about branding and marketing arehelping lead and guide these
big businesses to make bigbusiness decisions with very
(16:26):
little information.
Or, on the flip side, you'llhave a startup that has no money
.
They'll say, oh, we need a logoand a website, right.
Then they'll go and they'llspend $20,000 to design the logo
and then they have their$20,000 logo and they're like,
(16:47):
okay, how do we get customers?
So so to me, the idea ofteaching brand strategy to
marketers was just like this isa solution to a problem that I
see all the time.
Let's train the people who aredesigning the logos, who are
writing the websites, who arewriting the brochure copy to.
Let's train them to think likea business person and actually
(17:12):
solve marketing and brandingproblems for the people who they
work with and know how to dothat instead of you know, yeah,
yeah, yeah, you guys need ahigh-end logo, right, everybody
needs a high-end logo.
Well, some brands do and somedon't.
Some need to get their first 10customers, like yesterday, so
we need to know how to help themdo that and advise them to do
(17:34):
that.
So that was another big factorthat went into the decision to
create brand authority.
Speaker 1 (17:39):
So I think this is a great segue into going deeper
into branding.
So you say branding is asolution, not a service.
Yes, so can you tell me moreabout that?
Speaker 2 (17:46):
So this is like really the foundation of
everything that I train mystudents in brand authority.
Branding is a solution, not aservice.
If you think about thetraditional, I need a logo.
Right, that's what most peoplethink when they hear.
A branding is a logo and acolor palette and a font, right,
(18:07):
like the visual aspects kind ofpulled together in the branding
package.
But I like to give the muscleof the fisherman from, let's say
, a thousand years ago.
Right, he went and he caughtfish on the lake early in the
morning.
He brought them back to hisvillage, he sold them to the
village people.
(18:28):
He didn't need a logo, okay, hejust went and he bought the
fish and he sold them.
Now, if you fast forward totoday, right, if you're going to
buy fish, you're going to go tothe supermarket and be
inundated with all yourdifferent options and all these
brands are competing for thesame customers, right?
(18:48):
And all of a sudden they need away to stand out on the store
shelf and make you want to buytheir fish.
That's why branding is asolution.
It's a solution to a specificproblem that businesses have,
whether that's, you know,getting customers to buy.
Some brands have a problem oflike how do we help people
understand what we do?
Like, people do not understandwhat we do, especially if we do
(19:10):
many different things.
Like, how do we explain all thedifferent things right?
How do we get people to paymore for our product?
Our competitors are sellingthis for a thousand dollars and
we're selling it for 70.
Like, what is going on?
How do we do that?
How do we do what they're doing?
You know so brands have theseproblems and you know my
students are trained to solvethose things.
(19:31):
It's pretty cool.
Speaker 1 (19:33):
It is cool and it's funny.
You use an example about afisherman, because one of my big
SEO examples uses a fishermanas well, oh yeah.
So yeah, we must love fishermen.
Speaker 2 (19:42):
Something about that Very charming little occupation.
Speaker 1 (19:46):
I talk about the difference between catching one
big fish or catching many smalllittle fish in keyword research
and what you should focus on,which is kind of cool.
Speaker 2 (19:54):
That is cool, I like that.
Speaker 1 (19:55):
So why do you think so many people misunderstand
branding?
Speaker 2 (19:58):
I guess a lot of it is because the creatives
themselves are motivated bysomething very different than
the business founders, managers,directors of marketing.
We, as marketers, are oftencoming from a creative place.
We love beautiful things, welove colors, we love pretty
(20:19):
words, we love cool ideas andamazing campaigns.
We get excited about that stuffand we think that's what our
clients need.
And sometimes they do,sometimes that's part of what
they need.
But the truth is thatbusinesses exist to make money,
to turn a profit, to generaterevenue and often to keep their
(20:42):
customers loyal so that they cancontinue to grow.
And you know that there's adisconnect between that mindset
and the marketer mindset, whichis like oh my gosh, it's
gorgeous.
Right, when marketers talk toeach other, there's a lot of
that oh my gosh, it's gorgeous.
And what happens is that we'rekind of like trying to impress
(21:03):
each other instead of trying tohelp our clients make more money
.
And then the things that we sayto clients often mislead them
as well.
Not intentionally, of coursegod forbid.
But you know, if somebody withlike just a little bit of
knowledge has a conversationwith a client and says like oh,
(21:25):
you need to look premium, youneed to look beautiful, you need
to look impressive.
Sometimes that true, sometimesit's not a priority for the
brand right now, so that leadsto a lot of misunderstanding and
probably wasted money.
Speaker 1 (21:39):
So you gave some examples before about branding
in order to increase how much Isell something or how I stand up
from the competitors.
Do you have any examples whereproper branding effectively
solved those pain points?
Speaker 2 (21:51):
I'll give you two different examples.
One is from an online collegethat I worked with.
We had to revamp theirmessaging and make sure that it
appealed to the target audience,and it was tough because they
were limited by a lot of thingslike what they're allowed to say
.
There are some industries thatare very regulated and that
makes our job really hard, butwe had to start talking about
the things that mattered a lotreally hard, but we had to, you
(22:12):
know, start talking about thethings that mattered a lot to
the students and mattered lessto us.
So, for example, when I met withthe administration of this
college, they were reallygung-ho about their educational
program and the truth is it's afantastic, high quality program
and very you know you will walkout with a great education.
But when you talk to thestudents, they don't care.
(22:34):
They are not concerned aboutthe quality of their college
education.
They want a diploma as soon aspossible, right.
So we had to kind of find a wayto bridge the divide between
this is a better offer and youneed to choose it because it's a
better education and like whatthe customer actually cares
about, and we worked very hardto develop messaging between
this is a better offer and youneed to choose it because it's a
better education and like whatthe customer actually cares
about, and we work very hard todevelop messaging that bridges
(22:59):
that divide, and you canactually check them out Woodmont
College they are all aboutgetting a competitive degree as
quickly as possible because, atthe end of the day, everyone
wants their degree as quickly aspossible, but if you have to
make a choice between having acompetitive degree or you know
another one you definitely want,the competitive degree will
help you get ahead in life andthat is what this program is all
(23:22):
about.
So that's one example.
Speaker 1 (23:24):
That's really, really great and it just shows you
like the I would say, the maladythat organizations have, where
it's all about us, all about us,right, and it's so, and.
But we're so strong and we'reso great, but it's so hard to
see the perspective of theconsumer and you, you obviously
were able to say, hey, look atwhat they're looking at, and
then actually craft a messagethat incorporated both ideas,
(23:45):
which is awesome.
Speaker 2 (23:46):
I actually have a name for that.
It's called entrepreneurialenmeshment syndrome, where
you're so close to your businessthat you can't really see.
You know what it looks likefrom the other side, from the
customer's perspective, and Ithink everybody, we all have it,
you have it, I have it, we allhave it.
Speaker 1 (24:04):
Very much so.
What's the second example?
Speaker 2 (24:05):
This was when we talked about pricing.
I worked with a brand calledEmbell which sells door hardware
Really interesting how you knowso many different varieties of
brands.
They were introducing a newproduct that the price
positioning was.
You know what this branding wasall about.
They're introducing a low priceproduct to a premium market, so
(24:29):
all the branding had to bepremium.
Everything had to look and feelexpensive, but then the price
comes as a surprise at the endthat it's still a very, very
attainable product.
So we developed all themessaging around the quality of
the product, the beauty of theproduct.
You can check out their websiteas well as embellbrandcom, and
if you look at it you're like,wow, this is like jewelry.
(24:53):
Right, it's like hardware,that's jewelry.
And the branding is beautiful.
So that's the kind of brandingthat gets most marketers excited
, like, oh, this is gorgeous.
So in this case, it wasnecessary.
So that's another example ofhow we solve a problem with the
brand strategy.
Speaker 1 (25:12):
Can you share a few steps businesses can take to
approach their branding in a waythat will help them stand out?
Speaker 2 (25:18):
So most of the time you're going to need a third
party, like an objective,somebody to help you.
This is not a plug to work withme.
It's not a plug to work with abrand strategist.
It's just a fact of life.
It's like you can't do therapyon yourself.
You can't do dentistry onyourself.
It's difficult to do brandingon yourself.
It can be done sometimes, butif you have the capacity to
(25:42):
bring someone in, then do that.
And then what you want to do isthree simple areas where you
want to research to make surethat you're doing the steps that
you need to do.
So you want to look at yourmarket.
So that's a competitiveanalysis.
So take a look.
Some people are like I don'thave any competitors.
Everybody has competitors, andif it's not someone doing the
(26:05):
same thing as you, it's anotheroption that your customer has.
Right, they could do itthemselves.
They could do.
They could buy a differentproduct.
They could do it themselves.
They could buy a differentproduct.
They could choose anothersolution.
Almost every single businesshas competitors.
So if you're telling yourself Idon't have any competitors,
you're probably wrong.
Sometimes you're right.
Probably wrong.
So you want to take a look atyour competitors and you're
(26:27):
going to look for?
What are the norms in myindustry?
What is everybody else doing?
What are some things that Ishould be doing just because it
makes sense to do in thisindustry?
So, for example, if all of mycompetitors are offering a
discount in exchange for theiremail address and I'm not doing
that, then I better ask myselfwhy.
Why am I not offering a couponin exchange for email addresses
(26:50):
and then doing email marketingLike everyone else is doing that
?
Why am I not?
I better have a good reason.
And then you also want to lookfor ways to stand out.
So, if everybody's doing thesame thing, but I have something
unique that I can do, let me dothat Right.
So that's what you want to lookat in the market.
And then you want to look atyour audience as well.
(27:10):
This is the MAD formula marketaudience DMing.
So you want to look at in themarket and then you want to look
at your audience as well.
This is the MAD formula marketaudience DNA.
So you want to look at youraudience.
You want to talk to them.
If you can ask some targetedquestions, what are you looking
for in the product?
Um, what's some things that youhate that you've had in the
past.
If they're your own customer,what can we do better?
Did you consider any of mycompetitors and what made you
(27:32):
ultimately decide to choose me?
Get inside the mind of youraudience, so that you can then
incorporate all those pieces ofinformation into your messaging
and talk to everybody else outthere who's still on the fence
and explain why they should comeover to your side.
And then there's the DNA partof the brand, which is you, who
you are, what makes you unique.
(27:54):
Taking the time to sit down andwrite out like okay, what's
unique about our brand and howdoes that make a difference to
our customer?
A lot of times, what happens isthat your initial answers are
almost worthless.
Like you're going to say what'sunique about our brand is the
quality of our customer service.
Right, okay, you know whensomeone says that to me, I say,
(28:18):
okay, that's great.
So, for example, right, like,tell me what's so good about
your customer service.
Tell me what happens if I havebad customer service?
Like how does that impact mylife?
Tell me what's good if I havegood customer service.
How does that impact my life?
So, taking the time to developa strong message about what's
(28:38):
unique about you.
That actually is something youraudience cares about.
That would be your third step,and when you do all three things
, you end up with some reallysolid strategy.
Speaker 1 (28:50):
I love that recipe and the MAD helps keep track of
it as well.
Speaker 2 (28:54):
Yeah.
Speaker 1 (28:56):
I'm going to get a little vulnerable now, but you
kind of made me laugh.
I went to a conference lastweek and the concept of going to
a place where you can havepeople outside of you, right,
and it was basically all aboutagencies and how you can grow
your agency better, it wasreally really good.
So they're going around theroom and saying, like what's
your unique selling proposition?
To kind of show people likethey don't really know.
Speaker 2 (29:17):
That's so embarrassing.
Speaker 1 (29:18):
And I know, tell me about it.
So one of the things that Isaid and this has become really
big in my agency is we'vestarted to work with a lot of
people who've had a really badexperience with their previous
agency and they've come back andwe've they've come to us and
we've said no, it could actuallybe good to work with an agency.
But I kind of I verbalize that.
I'm like you know, why we'redifferent is because we work
with people who don't like theirold agency and their old agency
.
And the guy looks at me likeI'm nuts and he's like what are
(29:39):
you talking about?
Everyone switches their agencybecause they don't like their
old agency.
So it was like, yeah, goodpoint.
I didn't realize.
So since then I've pushedmyself to figure out what
exactly that selling point is.
But yeah, it's funny how youcould think like you've got the
reason why you're different, butthen you actually say it out
loud and it's like, hmm, that'selse.
Speaker 2 (29:56):
Right, you got to test it on somebody.
Speaker 1 (30:00):
Exactly so I know when startups or companies that
don't have a big budget, they'regoing to ask me you know what
should I focus on first?
Do I do SEO?
Do I do Google ads?
You know what should I focus on?
Organic social.
So when people come to you,they're startups, don't have a
lot of money what would you tellthem to prioritize from a
branding perspective or even amarketing perspective?
Speaker 2 (30:18):
honestly, so in order to just get started and get
your first few clients, you needsome basic messaging in place
so you could do some organicmarketing.
So you need things like.
You need to be able to answerthese questions who am I for?
Why do they need me?
Why am I the best choice forthem or, preferably, why am I
(30:39):
the only choice for them?
If you can answer that question, then you get a lot more points
.
What am I going to do for you?
Nobody wants to hire you unlessthey know what exactly you're
going to do and why should Ibelieve you?
So if you can answer all thosequestions, you have your core
messaging in place and then youcan go and you could do your
cold pitches.
You could start.
You could start doing yourorganic social media.
(31:00):
You can put together some basicbranding.
If you're not in a fancyschmancy industry, you don't
need fancy schmancy branding.
You could start with you knowminimum viable visual identity
and then take it from there andget your first 10, 15, 20
clients by reaching out toeverybody you know and telling
them what you do and you know,passing this basic messaging
(31:26):
around and then directlypitching to people who are in
your ideal client profile.
Speaker 1 (31:31):
Yeah, that's sound advice.
I think people are scared topick up the phone and speak to
people that they know it'seasier said than done.
But you're right.
Like that's just something youhave to do when you're starting
a business or looking for newopportunities.
We forget about all the peoplethat are around us that can help
us and really it's just amatter of letting them know what
you're doing.
Speaker 2 (31:48):
Absolutely.
I think that a lot of businessmistakes are made and a lot of
money is wasted out of fear ofputting ourselves out there.
Entrepreneurs who are startingup startups tend to waste time
on the things that matter least,that are going to make the
least difference.
You know setting up the fancysoftware and getting the fancy
(32:09):
branding, and you know all ofthat when right now you need to
make phone calls and get clients, and if you don't have the
courage to do that, then it'snot going to help to spend a
whole lot on all these otherthings.
Your business is not going tobe sustainable unless you can
get clients, so put all yourhustle there.
(32:30):
That's what I would tellfounders.
Speaker 1 (32:33):
Do you have any examples like branding mistakes,
like big things that like, ohmy gosh, I can't believe I
actually did that?
Speaker 2 (32:40):
I've seen a lot of branding mistakes.
Unfortunately, like I told youthe story about the $20,000 logo
, there's another story about abrand who they spent a lot of
time and money on strategy andvisual design but then failed on
the execution, like they didn'tdo the hustling, they didn't
reach out, they didn't network,they didn't do paid advertising,
(33:03):
didn't do any kind ofadvertising organic or paid and
they kind of got stuck in thatidentity stage.
Oh, what is our unique sellingproposition?
It's okay, you have somethingthat's good enough.
Don't worry about perfecting it, just go out there and tell it
to people.
Like this was already, you know, weeks and weeks after we'd
(33:24):
developed the brand identity andthey were still overthinking,
and you know that business neverreally took off, because you
can't do that forever, you can'tbe working on your identity
forever.
So that's a mistake.
Speaker 1 (33:39):
So, yes, you need to have a logo, you need to have
right branding, but then youactually have to go do something
with it, right, do somethingRight.
Don't just sit back.
You're like, oh we.
Speaker 2 (33:47):
Right, you're not done.
You're not done.
This was just the first step.
Speaker 1 (33:52):
So how do you see the role of branding evolving in
the next few years, especiallywith the rise of AI?
Speaker 2 (33:57):
I see that AI is a great tool for implementation,
right, once you know all yourmessaging, you know what you're
trying to say, you know whatyou're trying to do.
You can use AI sort of as ajunior copywriter, right, you
like, plug in the voice guide,you plug in the format, so you
give a few examples of theseother kinds of things that our
brand does say, doesn't say now,write a product description.
(34:18):
So AI is fantastic at that.
Well, I won't say fantastic,that's a stretch.
Speaker 1 (34:25):
Don't give it too much credit.
Speaker 2 (34:27):
AI is okay at that.
It can do that for you.
If you give it like reallysolid prompts, it can do that.
But AI is terrible at strategy.
But AI is terrible at strategy.
So that's why I say you know,AI is not taking over the
strategy job anytime soon.
If people have a problem thatneeds solving, you really are
(34:49):
going to need a human brain.
I mean, AI will write an answerto your question, but it'll be
like, okay, it will saydifferentiate from your
competitors and you'll be like,okay, but how, Like that was
helpful.
I see the role of thestrategist definitely emerging
as somebody who helps brands touse AI as a tool.
Speaker 1 (35:12):
Yeah, I agree and I think and that's what's good
that your course is branded asstrategy.
Right, you know, it's not.
It's not how do you create thebranding, but it's more how to
become the strategist toactually figure the whole
picture out, and then thebranding will follow.
Speaker 2 (35:25):
Right, right.
Speaker 1 (35:26):
Very cool, All right.
So it's time for our top three.
So today we're gonna do alittle bit differently.
I'd love to hear a top tip whenit comes to one of these
categories that you would giveto to others.
So the first one would beregarding parenting.
Speaker 2 (35:49):
Become more humble.
I have found I have five kids,thank God I found that parenting
has made me more humble andthat's like the best thing that
could have happened to me as aparent.
I think we come into parenthoodwith these ideas of like yeah,
I know exactly how it's supposedto be done, and if I do A, then
my kid's going to do B.
But then you go ahead and do Aand your kid does not do B.
(36:10):
And I think it's so importantfor our kids and for ourselves
to stay humble as parents andobviously, when we discipline
them, we have to have confidence.
We have to know you know whatour boundaries are.
Not I'm not saying to be adoormat to your kids Don't want
anyone to misunderstand me butto realize that our kids were
given to us to test us.
(36:31):
Like God doesn't give us kidsto make us happy, you know,
hopefully they will and I wishon everyone that their kids will
make them happy.
But our kids were given to usbecause there's something in us
that we need to change and if wesee them that way and we see
ourselves that way, then it justit changes the whole journey
(36:52):
and the whole experience, and Isee that for myself.
You know like being a parent istough, but staying humble as a
parent and realizing this is notabout me in what I want and
getting what I want.
This is about me in growing andchanging, and whatever my kid
is presenting me with, it'sbecause I need to grow and
(37:12):
change in this area.
That would be my, my top tipand probably the toughest to
incorporate into your life.
Speaker 1 (37:20):
Yeah, it's super profound.
I think I'm going through somethings with my kids where I need
to remember that, so that'sreally good.
I appreciate it All right.
Next topic would be workingwomen validation.
Speaker 2 (37:29):
Okay, working women validation yes, working women,
you are awesome and everythingthat you are doing is a lot.
You're doing a lot and it'svery easy to compare yourself,
maybe, to people who work lessthan you or who are not the
breadwinners in their familiesor have a lot of financial
(37:52):
assistance from other sources,or whatever it is.
Don't have to work so much, sodon't don't compare yourself to
others in that situation andjust remind yourself that what
you're doing is good, is goodenough and is better than good
enough.
And if your kids are eating thesame thing for dinner every day
, that's because that's what youneed to be doing right now, and
(38:15):
they're happy and healthy andit's fine.
And you're not in a magazineand it's not a culinary contest,
so it's all good.
As long as you are happy andhealthy and your kids are happy
and healthy, then what you'redoing is more than amazing.
Don't compare yourself toothers and speak to yourself
kindly and compliment yourselffrequently and generously on the
(38:38):
work that you do at work andthe work that you do at home.
Speaker 1 (38:42):
It's hard for women out there, especially the ones
who are working and have tomanage.
People don't realize.
Even I right, a man we don'treally know what it's like.
And therefore, yes, women whoare working we got to give a lot
of kudos to and a lot ofsupport.
So, yes, they have to realizethemselves the great job that
they're doing, but it doesn'thurt for others to let them and
remind them that they're doing agood job as well.
Last topic so people wouldimagine, with five kids, chaya
(39:05):
doesn't really have any pets,but back in the day she was a
pet person.
So we'd love to know what'syour tip regarding pets.
Speaker 2 (39:12):
Okay, so I used to love animals.
I guess deep down I still loveanimals.
I was a middle child and I wasright between two sets of twins,
so I was the only one in myfamily without a twin.
So I was like I really wanted apet, I really wanted a dog.
I never got a dog.
(39:33):
I really wanted a cat I nevergot a cat.
I did have a guinea pig and wehad birds at some point.
And then recently one of mykids, who's the middle child,
wanted a pet.
So we made the mistake ofgetting a rabbit Not recommended
Really, apparently.
Rabbits are not supposed to stayin their cage all the time
(39:56):
because they need exercise, sowe had to just let it room the
house and it was.
It ate everything.
It ate the furniture, it ateShabbos shoes, it ate pants.
It ate library books.
We paid like hundreds ofdollars at a library in fines
Like they'd show up with thesebooks and like they were eaten
(40:19):
by the rabbit.
It was an interestingexperience, so wouldn't
necessarily recommend it toothers.
But if your kid wants a pet andwill make them happy and you
can stretch a little bit to makeit happen, then that would be
lovely.
Speaker 1 (40:32):
Yeah, I was not expecting the rabbit tip, but I
think it's very valuable.
Speaker 2 (40:35):
Love it.
It's so bad.
Speaker 1 (40:37):
Chai.
What's your next big project?
What's your next big thing thatyou're working on?
Speaker 2 (40:41):
Ooh, I actually am working on something big.
Speaker 1 (40:44):
Can you tell us?
Speaker 2 (40:45):
Yeah, I am rebranding my own brand, which was a very
intimidating project to do.
We actually just finished theredesign and we are going to be
also redesigning our website, soreally excited about that.
It's going to be the same URL,Hayaglatcom, but we updated our
(41:08):
visuals, we modernized them.
My brand until now was verypersonality driven.
There was a lot of mad kind oftheme in there mad scientists,
mad strategists, the mad formula, which I still love, the mad
formula and use it all the time.
But I'm moving the brand awayfrom that very fun
(41:28):
personality-driven brand to amore authoritative and serious
brand, simply because that'swhat's happened as time has gone
by and thank God, I've workedon really serious projects and I
have wonderful results and casestudies to show it just makes
sense to evolve, evolve thebrand as well.
(41:49):
So I'm really, really excitedabout that.
Speaker 1 (41:52):
Yeah, that is exciting and I'm sure there's a
part of you that's like you know.
It's sad to say goodbye to that, but knowing you and where
you're at, it makes sense toupgrade.
Speaker 2 (42:02):
Yeah, that's great.
Yeah, I kind of feel like thebrand's growing up.
You know, it's not too sad tosay goodbye to the old branding.
Speaker 1 (42:11):
So where can listeners learn more about you
and your business and justfollow you in general?
Speaker 2 (42:15):
So I'm on LinkedIn.
I post pretty consistently onLinkedIn, so you could find me
there.
I'm on LinkedIn.
I post pretty consistently onLinkedIn, so you could find me
there.
And you can visit chayaglatcom.
That's my website.
When it's updated, you will seeall the updates there, and I
also have a bunch of freecourses and free resources for
creatives, for freelancers, forentrepreneurs.
(42:38):
I'm happy to share the link tothat page with you, danny, so
you can share it with everyone.
Speaker 1 (42:42):
Super.
We'll do that, for sure.
Speaker 2 (42:44):
Okay.
Speaker 1 (42:45):
All right.
Well, chai, this was so great.
Thank you for being a guest onthe Digital Marketing Mentor and
thank you, listeners, fortuning into the Digital
Marketing Mentor.
We'll speak with you next time.
Thank you for listening to theDigital Marketing Mentor podcast
.
Be sure to check us out onlineat thedmmentorcom and at
thedmmentor on Instagram, anddon't forget to subscribe on
(43:11):
Apple Podcasts, spotify orwherever you listen to your
podcasts for more marketingmentor magic.
See you next time.
Welcome to the Digital Marketing Mentor.
I'm your host, danny Gavin, and, together with industry leaders
and marketing experts, we'llexplore the meeting point of
mentorship and marketing.
We'll discover how theseconnections have affected
careers, marketing strategiesand lives.
Now get ready to get human.
Hello everyone, I'm Danny Gavin, founder of Optige, marketing
(00:37):
Professor and the host of theDigital Marketing Mentor.
Get ready to get human.
Unlock the true potential oftheir brands With a no-nonsense
approach to branding.
Chaya believes it's not justabout pretty words or sleek
designs.
It's about creating solutionsthat help businesses stand out
and develop trust with theircustomers and clients.
If you've ever felt like yourbranding isn't pulling its
weight, you're in for a treat.
Get ready to rethink everythingyou know about branding as we
(00:58):
dive into this conversation withChaya.
Today, we're going to talkabout what branding is, not what
branding is, and, of course,mentorship.
How are you doing, chaya?
Speaker 2 (01:06):
I'm great, I'm very excited to be here.
Speaker 1 (01:08):
Yes, me too.
I wanted you on the podcast fora while, and I'm so glad that
we're actually here today, solet's jump right in.
Where did you go to school andwhat did you study?
Speaker 2 (01:16):
I went to Mercy College, I studied to be a
literacy specialist and I didwork in special education for a
while and that was kind of how Isegued into copywriting and
marketing.
Because at one point there wasI was working for an early
intervention agency and thesupervisor who wrote their blog
(01:37):
left the company and I thoughtyou know, I'm a writer, I bet I
can do this.
So I pitched the owner and saidyou know, can I start writing
the blog?
And he was like sure, and wedid that for a little while.
And then he opened a sensorygym and he's like we need
someone to write the brochure.
So he connected me as thewriter with the designer and I
(01:58):
wrote the copy for the brochureand the designer was like wow,
this is great, do you write copy?
And I'm like yeah, I wasn'teven sure what she was talking
about.
I'd never even heard of acopywriter, I didn't know that
was a thing.
But I was like I like doingthis, so why not?
And it kind of took off fromthere.
Speaker 1 (02:16):
So obviously, eventually, your path led you
down to branding and marketing.
Why did you think about goinginto, like the literary
educational world in thebeginning?
Speaker 2 (02:25):
I had never dreamed of being a marketer, I think as
a younger person.
I was very sincere.
I like people, I'm a peopleperson, so I naturally
gravitated toward teaching andyou know, special education is
more lucrative than teaching.
I know I wanted to be able tosupport my family, so that was
(02:48):
kind of the default path that Itook and I always thought of
marketers as these like weird,creative, cool people and like
also kind of slimy andmanipulative people and
unfortunately, there's probablya good reason why markers have
that reputation.
But I have learned that most ofwhat I do is not slimy.
(03:10):
Nothing that I do is slimy,thank goodness, and it really is
about helping people.
Just like education is abouthelping people, branding is
about helping people and thepeople that I help.
Thank God, I'm so grateful towork with really fantastic
clients who are also sincere,value-driven individuals who
(03:32):
have something to bring to theworld, need somebody to help
them get the word out, needsomebody to help, you know, make
this seem like an appealingoffer so that they can, you know
, put this product out and alsosupport their families.
And it's a great endeavor and Ilove it and it's so satisfying
and I still get to be a peopleperson.
Speaker 1 (03:54):
So in our community I would say, a lot of girls go
down like the special educationpath.
What would you tell them beforegoing down that path?
Like, obviously for some peopleit's really for them.
Speaker 2 (04:03):
Right.
Speaker 1 (04:03):
But what would you tell some people to kind of
really consider before goingdown that path and maybe to look
at what other options are outthere?
Speaker 2 (04:09):
So, honestly, I don't regret the path I took.
I don't think it would havebeen a great idea for me to jump
immediately into the world ofmarketing, especially, as you
know, a young Base Yakovgraduate.
There are a lot of challengesin this field, Things like
challenges to your sensitivitiesand teneus and just ethical
dilemmas like left and right.
(04:29):
Like we said, you knowmarketing can be a manipulative
field where you're using allthese psychological tactics to
kind of like get people to buy.
You know there is a lot of thatgoing on.
It's not so, not so simple andit's not necessarily something
for the naive.
So I don't regret that.
(04:50):
My career trajectory was kind oflike, you know, not so direct.
So if someone's considering acareer in special education, I
would say go for it, and that'sawesome, and keep your mind open
.
You know like God has a way ofsending you opportunities at the
right time, and you know youmake your choices, you do the
(05:13):
best you can with theinformation that you have right
now and you keep an open mind.
You know, just because you'redoing this right now doesn't
mean you're always going to bedoing it, and I think we all
need to have that kind ofattitude.
Speaker 1 (05:25):
Yeah, just because you start something doesn't
necessarily mean that's going tobe what you're doing for the
rest of your life.
So, yeah, keep your eyes andears open, because you never
know.
So, chaya, how would you definea mentor?
Speaker 2 (05:35):
So you can tell me if you agree with this, but I'm
just thinking aloud as I'mspeaking to you.
A mentor is more than justsomebody who like is, let's say,
a coach or a consultant, whoyou.
There's a transactionalrelationship like I pay you
money and then you help me getbetter, or whatever it is that I
want to get better at.
A mentor is more of a personal,invested relationship.
(05:59):
The person cares about you,they want to see you, they're
going to go a lot further than acoach would go and they help
you with a lot of other thingsother than just the one, let's
say, career improvement, thatyou want to make.
They end up becoming more likea friend.
Speaker 1 (06:16):
Yeah, so I mean over 70, 80 episodes in we have lots
of definitions for mentors.
Speaker 2 (06:22):
Okay.
Speaker 1 (06:22):
So I found it interesting that, obviously that
when we reached out to youahead of time, you said that you
didn't have a formal mentorRight.
But we've learned that mentorscan come in many forms.
Like it could be a formalmentorship, it could be lessons
learned from colleagues, itcould be guidance and form on
you know, from podcasts orcourses and other materials.
So the question is there's gotto be some sort of mentorship in
(06:46):
your life.
Speaker 2 (06:47):
Right.
So definitely support fromcolleagues.
I've had for a long time and Istill have to this day.
I have a small group of friendswho are, all you know, at
similar stages in our careersand we support one another.
I don't know if I would callthese people my mentors, any
more than I would call myself amentor to them.
You know, like we help eachother, we all help each other.
(07:08):
To me, in my mind, a mentorshipis like this big adult figure
who's like helping the child,but it's just, it's a friendship
, it's a colleagueship, likewe're all here to support one
another and I've had that formany years.
I'm very, very grateful for it.
I've definitely.
I've taken courses.
I'm a student of life.
(07:29):
I learn from everything thathappens, the good, the bad, the
ugly, so but I would say like,if we're looking at traditional
mentorship, my marketer friendswould probably be the closest to
mentor figures that I have inmy life and so so grateful for
them.
Speaker 1 (07:46):
Can you share how their input has helped guide you
?
Speaker 2 (07:48):
So a lot of technical stuff, like who knows the
software that does this and this?
You know?
Client dilemmas I need to sendthis email to my client and I'm
not sure if the tone is right.
I might sound too defensive andthey'll weigh in like just
change this one word or put anemoji here.
Validation, like am I crazythat I don't want to work with
(08:10):
somebody who is promisingwhatever.
Those things are so important,especially when you're a
solopreneur.
I mean, at this stage I have asmall team, but I'm still, you
know, I'm making all thedecisions, I'm calling all the
shots.
Sometimes you just like feellike you're stuck in your own
head and you think you know whatthe right thing is to do, but
(08:33):
you also realize that you havethis like tunnel vision, right,
like I don't really see thewhole picture.
I'm so subjective here.
So I think that's the biggestvalue is just knowing like
there's someone else I can talkto and they'll tell me if I'm
crazy, or they'll tell me if Ihaven't thought of a certain
angle, or they'll tell me thatI'm on the right track, you know
(08:53):
.
Yeah, I think you're very luckyto have those type of people
around you, because being asolopreneur can be very hard and
you need to have that team orpeople that you can rely on,
right, and I find that in mytraining as well, where I'm
training others, one of thebiggest benefits is having that
community where they ask eachother questions and they get
(09:13):
that support, or they can ask mequestions and they get support.
If they're doing this for ayear and I'm doing this for 10,
it's like totally differentperspective that I can point out
to them.
And I think community andsupport is one of the biggest,
like most undervalued,commodities out there.
(09:35):
It's very hard to explain tosomeone you know pay this amount
of money because you're goingto get people who care about you
who answer your questions.
It's really hard to see thatvalue, but once you have it,
it's enormous.
Speaker 1 (09:49):
Yeah, with my course as well.
Having those peers, that peergroup, is so important because
there's always that level wherethere's certain questions or
certain things people just don'tfeel comfortable asking and
therefore, if they have thatpeer community, it just makes
that more comfortable and so youhave a little bit of both.
So, yes, most people don'trealize how valuable that is,
(10:10):
because a lot of people try tosign up and say, yeah, I just
want to do one-on-one and Idon't need that care and I'm
like no, if you really want thisto be successful, you have to
be in the formal cohort, formalpeer group and that's how you're
going to get the most value.
Cohort formal peer group andthat's how you're going to get
the most value.
Speaker 2 (10:23):
Right, we actually have in our Slack group for
Brand Authority.
We have a channel called SillyQuestion Asking, anyway, and I
just think just the fact thatthat channel is there is so
validating because, like here,there's no such thing as a silly
question.
You might think it's silly,just ask it.
That's what we're here for.
Speaker 1 (10:43):
Yeah, that's great.
Like you create that safe spaceeven before right.
So like they, they, they knowit's okay.
Speaker 2 (10:51):
Yeah, yeah.
Speaker 1 (10:52):
So, while not exactly mentorship, you're training
creatives to become brandstrategists.
What sort of strategies do youuse and what do you find a
successful method and kind ofpushing people in the right
direction?
Speaker 2 (11:03):
Becoming a strategist is a very different skill set
than, let's say, becoming a chef.
Right, when you want to becomea chef, there's a set of skills
you have to learn, which I amnot dreaming of ever learning.
But becoming a strategist islearning how to think, because
no two brands are ever going tobe the same.
(11:23):
Every company is going to cometo the strategist with a dilemma
that you're going to say oh mygosh, I have never seen this
before.
I have no idea what to do.
It's always going to be that.
It's always going to be so.
Learning how to think and havinga framework for how to approach
branding problems, brandingdilemmas, branding goals all
(11:46):
these things that businesseswant to achieve that's what the
training is all about.
You'll never just be likeapplying a template, like the
same template to every singlebrand, but you'll be applying
the same thinking framework ofokay, so here's the goal, what
do I need to do in order toachieve the goal?
So that's what I teach in thetraining program is that
(12:08):
framework of how to think andhow to approach problems.
Speaker 1 (12:11):
So when people come to you with questions, are you
the type to answer it or kind ofask them?
Questions lead them to findingthe answer on their own.
Speaker 2 (12:19):
Okay.
So I'm working on that, right,because when somebody has a
question about a brand, it's soeasy for me to jump in and be
like, okay, this is a uniqueselling proposition, because I
see it right in front of me,right?
Or like, okay, so here's whatthey need to do.
They need to segment theiraudience.
They need to target this group,and then they need to target
that group.
But what?
(12:39):
How am I helping my trainee ifI just solve it for them, like,
okay, now they know the answer?
So I am working on addressingthe question and how to solve
the problem rather thananswering it for them, and I
think I'm improving in that way.
So what ends up usuallyhappening is they'll ask a
question that's one sentence andthen I have to answer them with
(13:02):
like three paragraphs, right?
So okay, let's analyze thissituation, and then here's what
you should do next, and here arethe questions that you should
be asking, and here's theresearch that you need to do to
find the answers to thosequestions.
So I am I'm trying to do thatas much as possible, and those
are the kinds of conversationsthat we ended up having in Slack
.
It's a lot of fun.
Speaker 1 (13:22):
Were you the type of kid in school that would like
shout out the answer, or justlike raise your hand and go
crazy because they just had togive the answer?
Speaker 2 (13:28):
No, I hated school.
School is the worst.
I don't like being told what todo.
I don't like being given orders.
I don't like rules and likewell, I like rules if they like
are serving me and like help medo what I need to do, but I
don't like when other peopleimpose limitations on me.
(13:51):
I was not a school person and Iwas not like a big like book.
Well, I read a lot, but Iwasn't like the studious person
Like that is really not my style.
And in training also, I reallytry to keep it practical.
Like everything needs to havean example.
There's no point in learningtheory, there's no point in like
(14:12):
understanding things that haveno, you know, direct reflection
on anything that is going on inyour life.
So in all the things that Iteach in my training, I try to
make it real and we haveassignments.
They have to do this on realbrands.
You know this is like we'rehere to learn how to do stuff,
not how to know stuff.
(14:33):
I'm a big, I'm really into that.
We're learning how to do stuffand not know stuff.
Speaker 1 (14:39):
Yeah, that's the advantage of taking a course
like yours over, let's say,going to a university.
Some universities arepracticals, but most are not.
Speaker 2 (14:46):
Oh, don't even get me started.
Speaker 1 (14:49):
So obviously there was this point where you started
doing more marketing and doingmore branding and then you had
the courage and confidence thatI'm going to create a course or
do these types of things.
What said like hey, I knowenough, I'm a master that I can
go do this.
Did you have people pushing youor did you come to this
realization yourself?
In the same vein, how do yousuggest other people who may be
(15:10):
masters of their own craft butdon't realize that they could
actually do this right?
Teach others.
Speaker 2 (15:14):
This is really my personality.
I've always been.
I always feel this drive.
I need to prove myself.
So if I've achieved something,I'm always like, okay, what's
the next thing?
Like what do I have to do next?
That's really just mypersonality.
So that's probably a big partof what went into the decision
to create a course.
That was just me being me Likeact now, think about it later.
(15:39):
I need to do this.
Another thing was that like Ilooked around and I see that you
know, people create courses andI was like I can do that.
You know, if anyone else can dothat, I can do that.
So again that just I'm sort ofjust like very driven that way
and when it came to the content,it was a no brainer, because I
(16:00):
just see that there's a need forthis and and the reason I see
there's a need for this isbecause I'm a part of all
different communities ofmarketers, especially in the
firm world.
What ends up happening is thatpeople who know very little
about branding and marketing arehelping lead and guide these
big businesses to make bigbusiness decisions with very
(16:26):
little information.
Or, on the flip side, you'llhave a startup that has no money
.
They'll say, oh, we need a logoand a website, right.
Then they'll go and they'llspend $20,000 to design the logo
and then they have their$20,000 logo and they're like,
(16:47):
okay, how do we get customers?
So so to me, the idea ofteaching brand strategy to
marketers was just like this isa solution to a problem that I
see all the time.
Let's train the people who aredesigning the logos, who are
writing the websites, who arewriting the brochure copy to.
Let's train them to think likea business person and actually
(17:12):
solve marketing and brandingproblems for the people who they
work with and know how to dothat instead of you know, yeah,
yeah, yeah, you guys need ahigh-end logo, right, everybody
needs a high-end logo.
Well, some brands do and somedon't.
Some need to get their first 10customers, like yesterday, so
we need to know how to help themdo that and advise them to do
(17:34):
that.
So that was another big factorthat went into the decision to
create brand authority.
Speaker 1 (17:39):
So I think this is a great segue into going deeper
into branding.
So you say branding is asolution, not a service.
Yes, so can you tell me moreabout that?
Speaker 2 (17:46):
So this is like really the foundation of
everything that I train mystudents in brand authority.
Branding is a solution, not aservice.
If you think about thetraditional, I need a logo.
Right, that's what most peoplethink when they hear.
A branding is a logo and acolor palette and a font, right,
(18:07):
like the visual aspects kind ofpulled together in the branding
package.
But I like to give the muscleof the fisherman from, let's say
, a thousand years ago.
Right, he went and he caughtfish on the lake early in the
morning.
He brought them back to hisvillage, he sold them to the
village people.
(18:28):
He didn't need a logo, okay, hejust went and he bought the
fish and he sold them.
Now, if you fast forward totoday, right, if you're going to
buy fish, you're going to go tothe supermarket and be
inundated with all yourdifferent options and all these
brands are competing for thesame customers, right?
(18:48):
And all of a sudden they need away to stand out on the store
shelf and make you want to buytheir fish.
That's why branding is asolution.
It's a solution to a specificproblem that businesses have,
whether that's, you know,getting customers to buy.
Some brands have a problem oflike how do we help people
understand what we do?
Like, people do not understandwhat we do, especially if we do
(19:10):
many different things.
Like, how do we explain all thedifferent things right?
How do we get people to paymore for our product?
Our competitors are sellingthis for a thousand dollars and
we're selling it for 70.
Like, what is going on?
How do we do that?
How do we do what they're doing?
You know so brands have theseproblems and you know my
students are trained to solvethose things.
(19:31):
It's pretty cool.
Speaker 1 (19:33):
It is cool and it's funny.
You use an example about afisherman, because one of my big
SEO examples uses a fishermanas well, oh yeah.
So yeah, we must love fishermen.
Speaker 2 (19:42):
Something about that Very charming little occupation.
Speaker 1 (19:46):
I talk about the difference between catching one
big fish or catching many smalllittle fish in keyword research
and what you should focus on,which is kind of cool.
Speaker 2 (19:54):
That is cool, I like that.
Speaker 1 (19:55):
So why do you think so many people misunderstand
branding?
Speaker 2 (19:58):
I guess a lot of it is because the creatives
themselves are motivated bysomething very different than
the business founders, managers,directors of marketing.
We, as marketers, are oftencoming from a creative place.
We love beautiful things, welove colors, we love pretty
(20:19):
words, we love cool ideas andamazing campaigns.
We get excited about that stuffand we think that's what our
clients need.
And sometimes they do,sometimes that's part of what
they need.
But the truth is thatbusinesses exist to make money,
to turn a profit, to generaterevenue and often to keep their
(20:42):
customers loyal so that they cancontinue to grow.
And you know that there's adisconnect between that mindset
and the marketer mindset, whichis like oh my gosh, it's
gorgeous.
Right, when marketers talk toeach other, there's a lot of
that oh my gosh, it's gorgeous.
And what happens is that we'rekind of like trying to impress
(21:03):
each other instead of trying tohelp our clients make more money
.
And then the things that we sayto clients often mislead them
as well.
Not intentionally, of coursegod forbid.
But you know, if somebody withlike just a little bit of
knowledge has a conversationwith a client and says like oh,
(21:25):
you need to look premium, youneed to look beautiful, you need
to look impressive.
Sometimes that true, sometimesit's not a priority for the
brand right now, so that leadsto a lot of misunderstanding and
probably wasted money.
Speaker 1 (21:39):
So you gave some examples before about branding
in order to increase how much Isell something or how I stand up
from the competitors.
Do you have any examples whereproper branding effectively
solved those pain points?
Speaker 2 (21:51):
I'll give you two different examples.
One is from an online collegethat I worked with.
We had to revamp theirmessaging and make sure that it
appealed to the target audience,and it was tough because they
were limited by a lot of thingslike what they're allowed to say
.
There are some industries thatare very regulated and that
makes our job really hard, butwe had to start talking about
the things that mattered a lotreally hard, but we had to, you
(22:12):
know, start talking about thethings that mattered a lot to
the students and mattered lessto us.
So, for example, when I met withthe administration of this
college, they were reallygung-ho about their educational
program and the truth is it's afantastic, high quality program
and very you know you will walkout with a great education.
But when you talk to thestudents, they don't care.
(22:34):
They are not concerned aboutthe quality of their college
education.
They want a diploma as soon aspossible, right.
So we had to kind of find a wayto bridge the divide between
this is a better offer and youneed to choose it because it's a
better education and like whatthe customer actually cares
about, and we worked very hardto develop messaging between
this is a better offer and youneed to choose it because it's a
better education and like whatthe customer actually cares
about, and we work very hard todevelop messaging that bridges
(22:59):
that divide, and you canactually check them out Woodmont
College they are all aboutgetting a competitive degree as
quickly as possible because, atthe end of the day, everyone
wants their degree as quickly aspossible, but if you have to
make a choice between having acompetitive degree or you know
another one you definitely want,the competitive degree will
help you get ahead in life andthat is what this program is all
(23:22):
about.
So that's one example.
Speaker 1 (23:24):
That's really, really great and it just shows you
like the I would say, the maladythat organizations have, where
it's all about us, all about us,right, and it's so, and.
But we're so strong and we'reso great, but it's so hard to
see the perspective of theconsumer and you, you obviously
were able to say, hey, look atwhat they're looking at, and
then actually craft a messagethat incorporated both ideas,
(23:45):
which is awesome.
Speaker 2 (23:46):
I actually have a name for that.
It's called entrepreneurialenmeshment syndrome, where
you're so close to your businessthat you can't really see.
You know what it looks likefrom the other side, from the
customer's perspective, and Ithink everybody, we all have it,
you have it, I have it, we allhave it.
Speaker 1 (24:04):
Very much so.
What's the second example?
Speaker 2 (24:05):
This was when we talked about pricing.
I worked with a brand calledEmbell which sells door hardware
Really interesting how you knowso many different varieties of
brands.
They were introducing a newproduct that the price
positioning was.
You know what this branding wasall about.
They're introducing a low priceproduct to a premium market, so
(24:29):
all the branding had to bepremium.
Everything had to look and feelexpensive, but then the price
comes as a surprise at the endthat it's still a very, very
attainable product.
So we developed all themessaging around the quality of
the product, the beauty of theproduct.
You can check out their websiteas well as embellbrandcom, and
if you look at it you're like,wow, this is like jewelry.
(24:53):
Right, it's like hardware,that's jewelry.
And the branding is beautiful.
So that's the kind of brandingthat gets most marketers excited
, like, oh, this is gorgeous.
So in this case, it wasnecessary.
So that's another example ofhow we solve a problem with the
brand strategy.
Speaker 1 (25:12):
Can you share a few steps businesses can take to
approach their branding in a waythat will help them stand out?
Speaker 2 (25:18):
So most of the time you're going to need a third
party, like an objective,somebody to help you.
This is not a plug to work withme.
It's not a plug to work with abrand strategist.
It's just a fact of life.
It's like you can't do therapyon yourself.
You can't do dentistry onyourself.
It's difficult to do brandingon yourself.
It can be done sometimes, butif you have the capacity to
(25:42):
bring someone in, then do that.
And then what you want to do isthree simple areas where you
want to research to make surethat you're doing the steps that
you need to do.
So you want to look at yourmarket.
So that's a competitiveanalysis.
So take a look.
Some people are like I don'thave any competitors.
Everybody has competitors, andif it's not someone doing the
(26:05):
same thing as you, it's anotheroption that your customer has.
Right, they could do itthemselves.
They could do.
They could buy a differentproduct.
They could do it themselves.
They could buy a differentproduct.
They could choose anothersolution.
Almost every single businesshas competitors.
So if you're telling yourself Idon't have any competitors,
you're probably wrong.
Sometimes you're right.
Probably wrong.
So you want to take a look atyour competitors and you're
(26:27):
going to look for?
What are the norms in myindustry?
What is everybody else doing?
What are some things that Ishould be doing just because it
makes sense to do in thisindustry?
So, for example, if all of mycompetitors are offering a
discount in exchange for theiremail address and I'm not doing
that, then I better ask myselfwhy.
Why am I not offering a couponin exchange for email addresses
(26:50):
and then doing email marketingLike everyone else is doing that
?
Why am I not?
I better have a good reason.
And then you also want to lookfor ways to stand out.
So, if everybody's doing thesame thing, but I have something
unique that I can do, let me dothat Right.
So that's what you want to lookat in the market.
And then you want to look atyour audience as well.
(27:10):
This is the MAD formula marketaudience DMing.
So you want to look at in themarket and then you want to look
at your audience as well.
This is the MAD formula marketaudience DNA.
So you want to look at youraudience.
You want to talk to them.
If you can ask some targetedquestions, what are you looking
for in the product?
Um, what's some things that youhate that you've had in the
past.
If they're your own customer,what can we do better?
Did you consider any of mycompetitors and what made you
(27:32):
ultimately decide to choose me?
Get inside the mind of youraudience, so that you can then
incorporate all those pieces ofinformation into your messaging
and talk to everybody else outthere who's still on the fence
and explain why they should comeover to your side.
And then there's the DNA partof the brand, which is you, who
you are, what makes you unique.
(27:54):
Taking the time to sit down andwrite out like okay, what's
unique about our brand and howdoes that make a difference to
our customer?
A lot of times, what happens isthat your initial answers are
almost worthless.
Like you're going to say what'sunique about our brand is the
quality of our customer service.
Right, okay, you know whensomeone says that to me, I say,
(28:18):
okay, that's great.
So, for example, right, like,tell me what's so good about
your customer service.
Tell me what happens if I havebad customer service?
Like how does that impact mylife?
Tell me what's good if I havegood customer service.
How does that impact my life?
So, taking the time to developa strong message about what's
(28:38):
unique about you.
That actually is something youraudience cares about.
That would be your third step,and when you do all three things
, you end up with some reallysolid strategy.
Speaker 1 (28:50):
I love that recipe and the MAD helps keep track of
it as well.
Speaker 2 (28:54):
Yeah.
Speaker 1 (28:56):
I'm going to get a little vulnerable now, but you
kind of made me laugh.
I went to a conference lastweek and the concept of going to
a place where you can havepeople outside of you, right,
and it was basically all aboutagencies and how you can grow
your agency better, it wasreally really good.
So they're going around theroom and saying, like what's
your unique selling proposition?
To kind of show people likethey don't really know.
Speaker 2 (29:17):
That's so embarrassing.
Speaker 1 (29:18):
And I know, tell me about it.
So one of the things that Isaid and this has become really
big in my agency is we'vestarted to work with a lot of
people who've had a really badexperience with their previous
agency and they've come back andwe've they've come to us and
we've said no, it could actuallybe good to work with an agency.
But I kind of I verbalize that.
I'm like you know, why we'redifferent is because we work
with people who don't like theirold agency and their old agency
.
And the guy looks at me likeI'm nuts and he's like what are
(29:39):
you talking about?
Everyone switches their agencybecause they don't like their
old agency.
So it was like, yeah, goodpoint.
I didn't realize.
So since then I've pushedmyself to figure out what
exactly that selling point is.
But yeah, it's funny how youcould think like you've got the
reason why you're different, butthen you actually say it out
loud and it's like, hmm, that'selse.
Speaker 2 (29:56):
Right, you got to test it on somebody.
Speaker 1 (30:00):
Exactly so I know when startups or companies that
don't have a big budget, they'regoing to ask me you know what
should I focus on first?
Do I do SEO?
Do I do Google ads?
You know what should I focus on?
Organic social.
So when people come to you,they're startups, don't have a
lot of money what would you tellthem to prioritize from a
branding perspective or even amarketing perspective?
Speaker 2 (30:18):
honestly, so in order to just get started and get
your first few clients, you needsome basic messaging in place
so you could do some organicmarketing.
So you need things like.
You need to be able to answerthese questions who am I for?
Why do they need me?
Why am I the best choice forthem or, preferably, why am I
(30:39):
the only choice for them?
If you can answer that question, then you get a lot more points
.
What am I going to do for you?
Nobody wants to hire you unlessthey know what exactly you're
going to do and why should Ibelieve you?
So if you can answer all thosequestions, you have your core
messaging in place and then youcan go and you could do your
cold pitches.
You could start.
You could start doing yourorganic social media.
(31:00):
You can put together some basicbranding.
If you're not in a fancyschmancy industry, you don't
need fancy schmancy branding.
You could start with you knowminimum viable visual identity
and then take it from there andget your first 10, 15, 20
clients by reaching out toeverybody you know and telling
them what you do and you know,passing this basic messaging
(31:26):
around and then directlypitching to people who are in
your ideal client profile.
Speaker 1 (31:31):
Yeah, that's sound advice.
I think people are scared topick up the phone and speak to
people that they know it'seasier said than done.
But you're right.
Like that's just something youhave to do when you're starting
a business or looking for newopportunities.
We forget about all the peoplethat are around us that can help
us and really it's just amatter of letting them know what
you're doing.
Speaker 2 (31:48):
Absolutely.
I think that a lot of businessmistakes are made and a lot of
money is wasted out of fear ofputting ourselves out there.
Entrepreneurs who are startingup startups tend to waste time
on the things that matter least,that are going to make the
least difference.
You know setting up the fancysoftware and getting the fancy
(32:09):
branding, and you know all ofthat when right now you need to
make phone calls and get clients, and if you don't have the
courage to do that, then it'snot going to help to spend a
whole lot on all these otherthings.
Your business is not going tobe sustainable unless you can
get clients, so put all yourhustle there.
(32:30):
That's what I would tellfounders.
Speaker 1 (32:33):
Do you have any examples like branding mistakes,
like big things that like, ohmy gosh, I can't believe I
actually did that?
Speaker 2 (32:40):
I've seen a lot of branding mistakes.
Unfortunately, like I told youthe story about the $20,000 logo
, there's another story about abrand who they spent a lot of
time and money on strategy andvisual design but then failed on
the execution, like they didn'tdo the hustling, they didn't
reach out, they didn't network,they didn't do paid advertising,
(33:03):
didn't do any kind ofadvertising organic or paid and
they kind of got stuck in thatidentity stage.
Oh, what is our unique sellingproposition?
It's okay, you have somethingthat's good enough.
Don't worry about perfecting it, just go out there and tell it
to people.
Like this was already, you know, weeks and weeks after we'd
(33:24):
developed the brand identity andthey were still overthinking,
and you know that business neverreally took off, because you
can't do that forever, you can'tbe working on your identity
forever.
So that's a mistake.
Speaker 1 (33:39):
So, yes, you need to have a logo, you need to have
right branding, but then youactually have to go do something
with it, right, do somethingRight.
Don't just sit back.
You're like, oh we.
Speaker 2 (33:47):
Right, you're not done.
You're not done.
This was just the first step.
Speaker 1 (33:52):
So how do you see the role of branding evolving in
the next few years, especiallywith the rise of AI?
Speaker 2 (33:57):
I see that AI is a great tool for implementation,
right, once you know all yourmessaging, you know what you're
trying to say, you know whatyou're trying to do.
You can use AI sort of as ajunior copywriter, right, you
like, plug in the voice guide,you plug in the format, so you
give a few examples of theseother kinds of things that our
brand does say, doesn't say now,write a product description.
(34:18):
So AI is fantastic at that.
Well, I won't say fantastic,that's a stretch.
Speaker 1 (34:25):
Don't give it too much credit.
Speaker 2 (34:27):
AI is okay at that.
It can do that for you.
If you give it like reallysolid prompts, it can do that.
But AI is terrible at strategy.
But AI is terrible at strategy.
So that's why I say you know,AI is not taking over the
strategy job anytime soon.
If people have a problem thatneeds solving, you really are
(34:49):
going to need a human brain.
I mean, AI will write an answerto your question, but it'll be
like, okay, it will saydifferentiate from your
competitors and you'll be like,okay, but how, Like that was
helpful.
I see the role of thestrategist definitely emerging
as somebody who helps brands touse AI as a tool.
Speaker 1 (35:12):
Yeah, I agree and I think and that's what's good
that your course is branded asstrategy.
Right, you know, it's not.
It's not how do you create thebranding, but it's more how to
become the strategist toactually figure the whole
picture out, and then thebranding will follow.
Speaker 2 (35:25):
Right, right.
Speaker 1 (35:26):
Very cool, All right.
So it's time for our top three.
So today we're gonna do alittle bit differently.
I'd love to hear a top tip whenit comes to one of these
categories that you would giveto to others.
So the first one would beregarding parenting.
Speaker 2 (35:49):
Become more humble.
I have found I have five kids,thank God I found that parenting
has made me more humble andthat's like the best thing that
could have happened to me as aparent.
I think we come into parenthoodwith these ideas of like yeah,
I know exactly how it's supposedto be done, and if I do A, then
my kid's going to do B.
But then you go ahead and do Aand your kid does not do B.
(36:10):
And I think it's so importantfor our kids and for ourselves
to stay humble as parents andobviously, when we discipline
them, we have to have confidence.
We have to know you know whatour boundaries are.
Not I'm not saying to be adoormat to your kids Don't want
anyone to misunderstand me butto realize that our kids were
given to us to test us.
(36:31):
Like God doesn't give us kidsto make us happy, you know,
hopefully they will and I wishon everyone that their kids will
make them happy.
But our kids were given to usbecause there's something in us
that we need to change and if wesee them that way and we see
ourselves that way, then it justit changes the whole journey
(36:52):
and the whole experience, and Isee that for myself.
You know like being a parent istough, but staying humble as a
parent and realizing this is notabout me in what I want and
getting what I want.
This is about me in growing andchanging, and whatever my kid
is presenting me with, it'sbecause I need to grow and
(37:12):
change in this area.
That would be my, my top tipand probably the toughest to
incorporate into your life.
Speaker 1 (37:20):
Yeah, it's super profound.
I think I'm going through somethings with my kids where I need
to remember that, so that'sreally good.
I appreciate it All right.
Next topic would be workingwomen validation.
Speaker 2 (37:29):
Okay, working women validation yes, working women,
you are awesome and everythingthat you are doing is a lot.
You're doing a lot and it'svery easy to compare yourself,
maybe, to people who work lessthan you or who are not the
breadwinners in their familiesor have a lot of financial
(37:52):
assistance from other sources,or whatever it is.
Don't have to work so much, sodon't don't compare yourself to
others in that situation andjust remind yourself that what
you're doing is good, is goodenough and is better than good
enough.
And if your kids are eating thesame thing for dinner every day
, that's because that's what youneed to be doing right now, and
(38:15):
they're happy and healthy andit's fine.
And you're not in a magazineand it's not a culinary contest,
so it's all good.
As long as you are happy andhealthy and your kids are happy
and healthy, then what you'redoing is more than amazing.
Don't compare yourself toothers and speak to yourself
kindly and compliment yourselffrequently and generously on the
(38:38):
work that you do at work andthe work that you do at home.
Speaker 1 (38:42):
It's hard for women out there, especially the ones
who are working and have tomanage.
People don't realize.
Even I right, a man we don'treally know what it's like.
And therefore, yes, women whoare working we got to give a lot
of kudos to and a lot ofsupport.
So, yes, they have to realizethemselves the great job that
they're doing, but it doesn'thurt for others to let them and
remind them that they're doing agood job as well.
Last topic so people wouldimagine, with five kids, chaya
(39:05):
doesn't really have any pets,but back in the day she was a
pet person.
So we'd love to know what'syour tip regarding pets.
Speaker 2 (39:12):
Okay, so I used to love animals.
I guess deep down I still loveanimals.
I was a middle child and I wasright between two sets of twins,
so I was the only one in myfamily without a twin.
So I was like I really wanted apet, I really wanted a dog.
I never got a dog.
(39:33):
I really wanted a cat I nevergot a cat.
I did have a guinea pig and wehad birds at some point.
And then recently one of mykids, who's the middle child,
wanted a pet.
So we made the mistake ofgetting a rabbit Not recommended
Really, apparently.
Rabbits are not supposed to stayin their cage all the time
(39:56):
because they need exercise, sowe had to just let it room the
house and it was.
It ate everything.
It ate the furniture, it ateShabbos shoes, it ate pants.
It ate library books.
We paid like hundreds ofdollars at a library in fines
Like they'd show up with thesebooks and like they were eaten
(40:19):
by the rabbit.
It was an interestingexperience, so wouldn't
necessarily recommend it toothers.
But if your kid wants a pet andwill make them happy and you
can stretch a little bit to makeit happen, then that would be
lovely.
Speaker 1 (40:32):
Yeah, I was not expecting the rabbit tip, but I
think it's very valuable.
Speaker 2 (40:35):
Love it.
It's so bad.
Speaker 1 (40:37):
Chai.
What's your next big project?
What's your next big thing thatyou're working on?
Speaker 2 (40:41):
Ooh, I actually am working on something big.
Speaker 1 (40:44):
Can you tell us?
Speaker 2 (40:45):
Yeah, I am rebranding my own brand, which was a very
intimidating project to do.
We actually just finished theredesign and we are going to be
also redesigning our website, soreally excited about that.
It's going to be the same URL,Hayaglatcom, but we updated our
(41:08):
visuals, we modernized them.
My brand until now was verypersonality driven.
There was a lot of mad kind oftheme in there mad scientists,
mad strategists, the mad formula, which I still love, the mad
formula and use it all the time.
But I'm moving the brand awayfrom that very fun
(41:28):
personality-driven brand to amore authoritative and serious
brand, simply because that'swhat's happened as time has gone
by and thank God, I've workedon really serious projects and I
have wonderful results and casestudies to show it just makes
sense to evolve, evolve thebrand as well.
(41:49):
So I'm really, really excitedabout that.
Speaker 1 (41:52):
Yeah, that is exciting and I'm sure there's a
part of you that's like you know.
It's sad to say goodbye to that, but knowing you and where
you're at, it makes sense toupgrade.
Speaker 2 (42:02):
Yeah, that's great.
Yeah, I kind of feel like thebrand's growing up.
You know, it's not too sad tosay goodbye to the old branding.
Speaker 1 (42:11):
So where can listeners learn more about you
and your business and justfollow you in general?
Speaker 2 (42:15):
So I'm on LinkedIn.
I post pretty consistently onLinkedIn, so you could find me
there.
I'm on LinkedIn.
I post pretty consistently onLinkedIn, so you could find me
there.
And you can visit chayaglatcom.
That's my website.
When it's updated, you will seeall the updates there, and I
also have a bunch of freecourses and free resources for
creatives, for freelancers, forentrepreneurs.
(42:38):
I'm happy to share the link tothat page with you, danny, so
you can share it with everyone.
Speaker 1 (42:42):
Super.
We'll do that, for sure.
Speaker 2 (42:44):
Okay.
Speaker 1 (42:45):
All right.
Well, chai, this was so great.
Thank you for being a guest onthe Digital Marketing Mentor and
thank you, listeners, fortuning into the Digital
Marketing Mentor.
We'll speak with you next time.
Thank you for listening to theDigital Marketing Mentor podcast
.
Be sure to check us out onlineat thedmmentorcom and at
thedmmentor on Instagram, anddon't forget to subscribe on
(43:11):
Apple Podcasts, spotify orwherever you listen to your
podcasts for more marketingmentor magic.
See you next time.
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