In this podcast episode, host Rob Lawrence interviews branding expert, Kat Dancey on how branding extends beyond the visuals of an organisation to the values, culture, and customer experience.

We discuss the multifaceted nature of branding in business: Kat emphasises the importance of branding from the beginning and aligning it with business operations, processes and customer service. Kat highlights the effectiveness of case studies and testimonials in demonstrating value and building brand credibility. Kat also shares her journey from construction sales to business mentoring, advocating for "action-driven" success.

In this episode you'll learn:

Branding Definition and The Importance of Branding (00:00:48) Kat explains the generic understanding of branding and its impact on business culture and processes.

Branding Beyond Logos (00:02:44) Discussion on how branding extends beyond just a logo, affecting internal culture, employee recruitment, and business values.

Branding and Company Culture (00:03:19) Kat explains how a company's values and culture personify its brand, influencing both internal and external aspects.

Branding and Impact (00:07:31) The discussion explores how branding affects internal processes, employee training, and customer service quality.

Early Branding (00:11:32) The importance of considering branding from the early stages of a business and aligning it with the company's vision and values.

Branding Evolution (00:15:33) The idea of branding evolution, the impact of communication on branding, and the need for adaptation based on customer feedback.

Customer feedback and branding measurement (00:17:55) Importance of customer feedback in evaluating logo designs and internal branding alignment.

Challenges and mistakes in branding (00:19:18) Discussion on mismatches, challenges, and mistakes in branding, including the integration of marketing with the business.

Marketing and branding alignment (00:21:05) The impact of marketing and sales alignment on branding, and the importance of reflecting the business's values.

Customer testimonials and trust-building (00:28:04) The significance of capturing and using customer testimonials for trust-building and brand humanization.

Case studies in branding (00:34:40) The importance and value of case studies in showcasing the customer journey and the benefits of the product or service.

Case Studies as Marketing Assets (00:36:16) Using case studies to showcase value and customer experiences from day one.

Capturing Project Progress (00:38:24) The importance of capturing project progress for before-and-after demonstrations and marketing purposes.

Tips for Branding (00:42:48) The importance of believing in your brand's message and the value of customer feedback.

Asking the Right Questions (00:44:03) The significance of asking open-ended questions to understand the customer journey from an emotional point-of-view.

Kat's background (00:45:24) Kat's background in construction sales and marketing, and her contact information.

About Kat:

Kat is an experienced Business Coach and Mentor who specialises in performance improvement: to help people to be the best version of themselves and ensure a successful and sustainable business future.

Kat helps businesses unite their sales and marketing strategies to ensure maximum effectiveness and see strategy plans delivered.