On this episode of Communicate for Good, Erica and her guest, Lindsay Pedersen, discuss the difference between brand and brand strategy, and how utilizing brand strategy as an exercise tool can help you achieve clarity about your brand. A few questions posed:
Who are you optimizing for?
What is it you are really good at bringing that customer?
What is our competitive set or your peers are not good at bringing that person?
What is your uncommon denominator?
They also discuss the many benefits of creating a clear brand, such as:
- Nailing the need for your customer as opposed to focusing on multiple needs (not only is it expensive but it can erode trust from the customer)
- Creating loyalty to your business and in turn being in a better position to serve, innovate and improve based on that mutually good relationship
- It can help govern the decisions that you’re making across the business; how you communicate it, how you innovate, how you price for it, and how you go to market
Forging an Ironclad Brand: https://ironcladbrandstrategy.com/book
Lindsay Pedersen is a brand strategist and author of the best-selling book “Forging an Ironclad Brand.” Known for her methodical, framework-driven approach to brand building, Lindsay has advised companies from burgeoning startups to national corporations, both B2C and B2B, including Zulily, Starbucks, Zulily, IMDb and Duolingo.
Her background as a P&L owner at Clorox fostered in Lindsay a deep appreciation for using the brand as the North Star for increasing the company’s value. Lindsay arms leaders with an empowering understanding of brand, and an ironclad brand strategy, so they can grow their business with intention, clarity and focus.
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Book Time With Erica: https://bit.ly/ChatWithErica