Pract•ad•goal is a word host Heather Holloway created. It is the sum total of the words ‘practical advancement goals.’ Her intention with this podcast is to teach entrepreneurs how to advance their careers with practical business advice.
Walter Landor famously said, “Products are made in the factory, but brands are created in the mind.” so how can we, solopreneurs, entrepreneurs, or freelancers, utilize our branding to create long-term growth?
In this episode, Anna Mannerfelt from Wired Mustang discusses branding and how the ongoing perception from your audience can make or break your business.
She spells out the importance of establishing your brand guidelines to achieve consistency in your marketing. Then, she reviews the four steps our brain takes to interpret the things we see (colors, then shapes, followed by images, lastly, words) to tips on making your brand bold and stand out in a sea of others.
We also discuss the psychology behind human emotionality when purchasing and how guiding gut feelings toward your brand results in consumers’ trust.
Practadgoal Talking Points
[2:06] Branding: an absolutely crucial element in any business.
- Origin of the word “branding,” and its evolution
- Cowboys use the term “branding” correctly when they brand their cows or cattle.
- The Latin word origin is “brond,” which means “to burn.”
- Branding goes as far back as Egyptian times where people couldn’t read but could understand symbols.
- The term branding evolved throughout the years and becomes overused but poorly understood and executed philosophy for marketing and business.
[4:11] How branding is connected to the evolution of the human race.
- We (the human race) started to depict things that we saw through drawings.
- Everyone has a creative side and a creative mind.
[5:23] Backstory of the Wired Mustang logo, and Anna’s message regarding brand positioning.
[7:28] Logo: Why is it important for your business.
- How the brain sees/registers things.
[8:08] How to choose a color for your brand.
- Consider the meaning of the colors by nature.
- Selecting colors is fun!
- In Canva, you can see a color palette generator where you can see the meanings behind colors.
[10:03] Why do you need to register your brand?
[11:06] Exercising caution in using certain words and phrases in copywriting or content writing.
- Establish brand guidelines and the importance of having a recognizable and memorable brand.
[13:10] How our brain registers things that we can’t even remember seeing.
- Story about showing a bottle of beverage in movie theater screens back in the 80s.
[14:02] Making your brand stand out in a cluttered market.
[14:54] How branding helps you stay consistent.
- What people see should be the same design, same messaging, same colors.
- Some tips from Heather on how to use Canva more effectively for consistency in branding.
[17:06] “Products are made in the factory. Brands are created in the mind.” – Walter Landor.
- Anna explains what this quote means to her.
[17:52] The concept of “emotional purchase”.
- What does the customer feel after purchasing your product/service?
[20:02] Anna’s “take away” messages to listeners, specifically in the area of brand enhancement.
- Ask questions, or consult with someone who knows what they’re doing to avoid wasting time or money.
- Always remember the core equities of your brand.
- Do it right from the get-go.
- It’s okay not to be for everyone.
[23:38] Heather gives an example of standing out by standing for something that consistently comes across in your messaging and colors.
[24:37] Heather and Anna did a quick Battle of the Brands game.
- Pepsi vs Coke
- Nike vs Under Armour
- Chevy vs Ford
- Harley Davidson vs Indian
- Facebook vs YouTube