Episode 193
How do you get your marketing to work better? How do you know when your messaging is working and how do you optimize it for maximum conversions? If you’re worried about whether your message is hitting home for your customers, chances are you have a branding issue.
Lindsay Pedersen is a brand strategist and author. With her growth-oriented approach, she has advised companies like Starbucks, T-Mobile, IMDB, and more on how to hone their brand. Lindsay uses her Ironclad Method to run brands through a rigorous testing process to make sure they stand the tests of time.
When Lindsay worked at Clorox, she had to get really good at developing the brand so that people would buy them over any other competitor. The truth is, brand-name bleach vs. a private label is the same thing product-wise, so what makes consumers buy a well-established version? It’s all in the branding!
People often think that branding is just how your logo looks or how your social media is presented, or your personality. All those things add to the brand but are not the brand itself. Think of branding as your north star that will guide you into different mediums and product/service launches.
In Lindsay’s book, Forging an Ironclad Brand, she wrote it to demystify how to create a compelling brand, how brand can be used as a leadership tool, and she shows you the method of how leaders can build this out and not feel so ‘lost’ in branding. The best part is you don’t have to be a creative type to build out this strategy.
Interview Links:
Forging an Ironclad Brand: A Leader’s Guide, by Lindsay Pedersen
Resources:
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Mentioned in this episode:
PhD Research on CEOs
Quick favor: I'm in the middle of my doctoral research, and I need CEOs Here's the question: is there a point where working more hours actually indicates a worse leader? Nobody has measured it. I'm measuring it. If you're a CEO or president with at least ten people in the business and three direct reports, it takes just a few minutes. And Your team answers a few anonymous questions. What you get back is a report comparing how you rate yourself to how your team rates you. That gap is usually the interesting part. ScalingCoach.com/study
Bill Gallagher coaches CEOs and leadership teams on the Scaling Up framework. If something in this episode landed close to home, the free 20-question diagnostic is a good place to start.