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this is gary attention with c and t_v_ today were in colorado springs colorado
i'm here with the founder of the brand dissension group
since two thousand she has been providing some consultants and training
for companies out there but honestly for over twenty five years even providing
locally globally nationwide for companies let's start off first of all
what got you involved in this industry
well i started out in the communications industry doing a lot of graphic design
communications publication work that sort of thing even p_r_
and um... and that starting my own company called i_d_ by design focused on
local development corporate identity design through that process are eighteen
to allot of clients who relief
felt
building their brand had a lot to do with creating a logo
which is not the case are really began sensing but if they developed at the
local a new design people would see their business differently
or they would change the way they do business
but that wasn't the case and i was becoming more and more concerned that
they were coming to me for a logo design in expecting their brand perception
change that's how i got started getting into educating my clients on building
brand first
it's a really was up first three years in business of listening to clients
in relies in they may have a the false perception themselves what brandon is
altogether what is brandy is this something that uh... we as business
owners get by default the minute we open up that door
your absolutely on target there you know a lot of people don't understand that
but
you get abramowitz you open up that door
the question is is are we in control of it instead of your customers that's why
i'm in business because i helped my at onto pin or a business owners and their
employee teams become more aware of who they want to be as a brand
and then begin action in yet
and implementing actions and behaviors
that allow them to walk there talk tools you're talking about not let your brand
happen by happenstance
actually taking a cautious proactive decision so you are in control
of what the public perceives yes the process we created is called bran d_n_a_
in the d_n_a_ stands for dimensional nucleic assets and that's ald
in our book as well
we have this program that walks the onto pin or are the company
through this entire process first identify
these attributes in their unique d_n_a_
then defined them so that they understand what they mean
and then start becoming them
so when you think about what what we actually do for a client is not a market
worked ising scope at all
it's all internal we helped them build that foundation so they art more
authentic and how they got respond we helped them build processes
around being more confirming it congruent with their brands and we help
their leadership
live the brands
wonderful so we're talking about is something that is more than just a
little or a slogan you've applied
the brand is not a one-time event it's something that is ongoing projecting
what you want the public to know about you absolutely branding as a process
it's not that marketing event
it happens the moment you open your door so the mummy closer doors every single
day as long as the company lands
and it lives through your people it lives through the experiences your
customers have a view
so you're right it's not just i'm not going to spend ten thousand dollars on a
marketing campaign and say i'm brandon it goes on and on and on and on until
the customer experiences you lives it gets a perception in their brains and
then tells others so we're talking about not only the owner has to get it
with employees as well and i met a lot of time just down consult
and you find out that the owners and employees aren't even on the same thing
that's the scary thing it thats
happens so often in the small business environment either at the employer or
their owner doesn't have the time to really do the training they believe that
their vision this somehow automatically instilled in the minds of their
employees but it's really not
and sometimes you know that vision isn't always written down or the details of
that vision
so how my as an employee really supposed to understand what you mean by this
grand
brand experience that you want me to portray her exemplified
you are able to take them though from the beginning
all the way to so we are able to do design for them if that's what's needed
yap solidly in fact we won't even dua designed for a client and till they've
gone through our d_n_a_ tests we call that our flagship process that's their
entry point into
understanding not only what we do but who they are
and so that really creates that
bottom-line blueprint foundation for us have been help them springboard off of
entry everything else that we create in a very consistent way
if you have your brand down that absolute gives a competitive edge
than under computers may have out there let me ask you businesses are looking
for results and they're looking for mp fast what are some of the methodologies
that you're able to train share with these owners brand awareness is the
biggest thing in first understanding the brands and the d_n_a_ in
in what happens is there's a synergy that begins happening when people begin
within your business understand just coretta gruesome just give me an example
we have a client who did defined their brand style attributes as hip
innovative and professional now there is
sales driven organization and their cable to focus on those four acdc really
begin designing new ways of being an acting for their clients we knew
understand something you really begin to grow suzanne obviously it's kind of
scary when you think about the fact that uh...
misperception of what the public thinks of you unless you're in control of it
and that's really what you end up doing what are some of the pitfalls are myths
that are out there that
i don't have to be aware of
that's a great question you know i haven't evoke on the online that you can
get it's called the six myths of small business branding rebuilt it because of
all the things we discovered as we were building a business around a *** such
as
my brand is universal
there are so many companies that think that they should appeal to everybody you
know their market segment is huge that then and they're not targeting enough
they'll change their product of the thought change their behavior
thinking that they're going to get in newmarket n
and that just a loops the brands the first place and that's a great
information about that particular method another method is
arounds you know only big businesses should brand or have habit
two brands
and the thing is is when you understand that a brand is just a perception
and from a
personal perception personal brand perception ng uso
or you as a company
every single thing you do in your company either contributes to our takes
away from the perception value that others half of u so when you think that
it's just a perception
you're already doing a brand
consciously or not consciously
it's not just for fs
for big business rights justice for every business
not brand by default
consciously decided what is going to be you read my website ab not
you know suzanne is a business on the pie and sold
how the white jumping head-first in really get an intensive work out here
well if you wanna habits come and live
for you and do a two-day intensive we deliver the brandon a methodology that
way as well as well as online and in the book
we are certified and accelerated learning methodologies so this two-day
event is highly accelerated it's a lot of fun in youth create you invent with
your team
your d_n_a_ attributes because you invented at you own it
right in your gonna take accountability and responsibility for what you come up
with
and then you're gonna start living it when they all go back into their regular
work days
it got in the heads already right it's not just you learning something as the
owner if the entire team learned something
so with the accelerated learning methodologies really artist we look at
the visual we look at the keen aspect the auditory weeked we train in all
these ways
because everybody learns differently
still gets embedded in transferred you can't walk out of there not transformed
you're basically speaking everyone's language
exactly exactly learning a language sees and what is the brand of sanctions
grandpa
well you know we went through the d_n_a_ process ourselves as well as we dealt it
right consciousness inspiration and wrote
tell me is this from the background of you doing this type of thing yourself
when i started it was all about design and it was really about that visual
impact
in learning more about brandon i was in a situation where i wasn't up involved
in the company that fired thirteen companies in the two years that i was
there so is all about bringing brand cultures together bringing brand ideas
and
and acting congruent lee together so we
kinda went to in a very exhilarated sort of way to begin
building that common ground where everyone would be consistent and good
and understanding who they now were as that full family of the brand speaker of
the whole family not only one she relies which a brandon
it basically is that a bill of honor
in ally disrupt line and it's three ways the file that can love with your branch
because when you get
more intimate with your own business and really start fleshing out those
attributes in understanding no more you build that bond
there something that happens in not only you the owner but again your entire
employees days when they truly understand that
then they begin understanding how they can contribute to the success of the
branch by understanding those key elements so most of the time the biggest
our ally that happens immediately is the attitude and the energy and the synergy
of the employee's first which has to happen
in order for the customer to get that experience
speaking of blogs folks if you take a look at the bottom the screen right
there you're going to see her website right there
quite honestly in the website you are going to get a plethora of information
which gives you some kind of idea when he's actually sit down with these folks
here and they've got free stuff on there you can download it for you can't keep
connected with them
quite honestly she is a co-author of the book cure but she continues to write
logs
articles for internet and what have you
you can also sign up for their elevation e-zine which will basically keep your
prize a lot of techniques in
some of the things she can share with you to get you started on that branding
process you can also find a lot of a client testimonials on there as well
they've got radio stuff
you guys have pretty well everything covered to get people on the right track
i think it's great when u brand for sinn create that foundation your marketing is
more consistent
it's more on target instead of just every six months you change a campaign
up to see if someone will bite that's not the way to run a business you have
to develop that foundation so that you are consistent because consistency is
one of the three most powerful attributes of a successful brand
consistency builds trust trust creates history hist reforms tradition
introducing a bill to rituals
that's not my quote that comes from martin lindstrom from brand sense
at the same reason the franchise succeed in the small business guy doesn't
because it consistent in their successful pattern
absolutely
wonderful
let me ask you how important is the process of the consultation at the
beginning where you sit down with the client
well just like any intake for any business are looking at clients to see
it
they're gonna be a addicts sets
we ran down the gamut of questions and some of those questions are a revolving
around do you see your greatest assets as your people
working in the business that's key for us understand
we need understand that they would be the starbucks of their industry
no-holds barred uh... they're ready to go but the somehow they can't get there
so it's questions like that and is what we ask in order to make sure that
they're a good fit for us because
but your seat belts on we're going to take him for a journey that that they'll
never go back nixon with the way they were
it's a fabulous to me
for the folks out there that want to start off right away with the brandy any
book work on the finest
they can find this all over the website actually um... brand ascension dot com
whatever like i also mention is that if you have a little bit of a bigger team
and you want to get people really engage we have our whole program in an online
training format
that it's just four different videos that train on the same process that's in
the book
and then there's workbook actively seeking to everyone engaged
in developing the brand from the inside-out developing your brand from
the inside out folks
you're gonna find ur right there
at the brand ascension
what you're looking at is someone who comes in with many many years of
experience
and honestly sits down with you and finds out what you had a in mind when
you first sat down and started a company and make sure that your employees stay
on track with u they are going to elevate that perception out there to the
public and that has to be very powerful
not only to your company
but your bottom-line exactly
this is gary attend ceo
with cn t_v_
and if you don't know
now you know