The Art of Brand Building (video)

In a recent episode, John Golden sat down with Taylor Shanklin Wilson, the CEO and founder of Creative Sizzle, to delve into the intricacies of brand building. With over 20 years of experience in marketing and brand growth, Taylor offers a wealth of knowledge on how brands can evolve and maintain relevance in an ever-changing market. This blog post will break down the key insights from their conversation, providing actionable advice for anyone looking to strengthen their brand.

Understanding the True Definition of a Brand

What is a Brand?

Taylor Shanklin Wilson defines a brand as “the way you show up for people through storytelling and visual representation of how you solve their problems or help them achieve their aspirations.” This definition underscores the importance of connecting with your audience on a deeper level.

Key Takeaways:

• Storytelling: Your brand should tell a compelling story that resonates with your audience.
• Visual Representation: Consistent visual elements like logos, color schemes, and design play a crucial role in brand recognition.
• Problem-Solving: Your brand should communicate how it addresses the needs and aspirations of your audience.

The Importance of Consistent Messaging

Why Consistency Matters

John and Taylor emphasize that every interaction with an organization contributes to its brand perception. Inconsistent messaging across different departments can lead to confusion and a fragmented brand identity.

Actionable Tips:

• Standard Messaging Pillars: Establish core messaging pillars that are accessible to all departments.
• Brand Message Book: Create a comprehensive brand message book that outlines the brand’s positioning, tone, and key messages.
• Cross-Departmental Training: Ensure that all departments, especially sales and customer support, are trained on the brand’s messaging.

Breaking Down Silos

Taylor points out that brand guidelines often remain confined to the marketing team, leading to a disconnect. Companies need to break down these silos and ensure that everyone is aligned.

Recommendations:

• Collaborative Workshops: Conduct workshops that bring together different departments to discuss and align on brand messaging.
• Regular Updates: Keep all teams updated on any changes or updates to the brand guidelines.
• Feedback Loops: Establish feedback loops where departments can share insights and suggestions for improving brand consistency.

The Evolution of Brands

Brands as Living Entities

Taylor views a brand as a living, breathing entity that must evolve alongside the world. Stagnant brands risk becoming irrelevant as market demands change.

Strategies for Evolution:

• Market Feedback: Regularly gather and analyze feedback from the market to understand changing customer needs.
• Flexibility: Be open to adapting your brand guidelines and messaging based on market trends and feedback.
• Continuous Improvement: Implement a culture of continuous improvement where the brand is regularly reviewed and updated.

Focus and Prioritization

With the multitude of channels available today, it can be overwhelming for brands to maintain a consistent presence. Taylor advocates for focusing on the platforms where your target audience is most active.

Practical Advice:

• Identify Key Platforms: Determine where your target audience spends most of their time and prioritize those platforms.
• Quality Over Quantity: Focus on delivering high-quality content on a few key platforms rather than spreading yourself too thin.
• Monitor and Adjust: Continuously monitor the performance of your brand on different platforms and adjust your strategy as needed.

The Human Element in Branding

The Role of AI and Technology

As technology advances, particularly with the rise of AI, maintaining a human element in branding becomes increasingly important. Taylor predicts a divide between brands that focus solely on automation and those that prioritize human connection.

Expert Insights:

• Human Connection: Brands that foster genuine human connections will resonate more with consumers.
• Balance: Strive for a balance between leveraging technology for efficiency and maintaining a personal touch.
• Authenticity: Ensure that your brand’s messaging and interactions feel authentic and human, even when using automated tools.

Post-Pandemic Trends

The pandemic has heightened the need for genuine connections. Brands that can foster these connections will stand out in the post-pandemic world.

Recommendations:

• Empathy: Show empathy in your brand messaging and interactions.
• Community Building: Focus on building a community around your brand where customers feel valued and heard.
• Personalization: Use data to personalize interactions and make customers feel special.

Case Studies and Examples

Successful Brand Evolutions

Taylor shares examples of brands that have successfully evolved their identity, such as Airbnb and Jaguar. These brands have refined their messaging to communicate their value proposition better and resonate with their target audience.

Lessons Learned:

• Clarity: Ensure that your brand’s messaging is clear and easy to understand.
• Relevance: Stay relevant by continuously adapting your brand to meet the needs of your audience.
• Customer-Centric: Focus on the specific benefits your brand offers to customers and address their pain points directly.

Conclusion

Brand building is a complex and ongoing process that requires a deep understanding of your audience, consistent messaging, and the ability to adapt to changing market demands. By following the insights and actionable advice shared by Taylor Shanklin Wilson, you can strengthen your brand and ensure it remains relevant and resonant with your audience.

For more expert advice on branding and marketing, be sure to check out Taylor’s “Talking Sizzle” podcast and explore the services offered by Creative Sizzle. Thank you for reading, and stay tuned for more valuable insights from industry experts!

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.