In this episode of The Pod Files, host Bogdan Bratis speaks with branding expert Giles Etherington, founder of Brand Satellite. Giles shares his extensive experience of over 30 years working with global brands like Heineken, Volvo, and Kellogg’s, and offers valuable insights into the concepts of branding versus a brand. He highlights the common misconception that a logo is a brand and emphasizes the importance of creating emotional connections with customers.
Giles discusses the challenges of building a brand, such as finding time for thoughtful planning and the need for external perspectives. He outlines key steps, including identifying ideal customers, differentiating from competitors, and nurturing consistency in branding. He also describes his "competition bingo" exercise to reveal the overuse of generic messaging. Additionally, Giles explains the significance of vision, niche, consistent marketing, and strategic planning in ensuring a business's longevity.
On the topic of tools and trends, Giles touches on the role of ChatGPT and AI, encouraging their use for brainstorming while ensuring content remains authentic and humanized. The conversation also explores topics like recovering from branding missteps, leveraging social media, and the benefits of networking. Giles promotes his 28 Day Brand Launchpad a collaborative program to help businesses establish their brands effectively.
The episode is rich with practical advice, making it an insightful listen for entrepreneurs and business owners seeking to strengthen their brand identity.
Timestamps:
(00:00) Difference Between Branding and Brand
(00:53) Biggest Mistake Businesses Make in Branding
(02:46) Giles Etherington’s Background and Journey
(08:01) Importance of Identifying Ideal Customers
(10:14) Using AI for Brand Development
(11:34) Key Steps to Build a Brand for Entrepreneurs
(12:16) Competition Bingo Exercise
(14:21) Importance of Vision and Consistency in Branding
(16:06) The Role of Social Media and Marketing Plans
(36:00) Using AI for Brand Development
(42:06) Recovering From a Damaged Brand
(43:52) The Role of Podcasting in Branding
(45:37) Giles Etherington’s 28-Day Brand Launchpad Program
Links:
Follow Giles Etherington:
Website: https://www.brandsatellite.co.uk/
LinkedIn: https://www.linkedin.com/in/gilesetherington/
Read Article:
https://saspod.com/blog/post/brand-differentiation-the-key-to-business-success-with-giles-etherington
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