Brand Building Blocks | The Making Business Fun Podcast Episode #104 The Making Business Fun Podcast

What is brand? Something for the small business owner to figure out. In this episode, we talk about what brand is and look at the approach some brands take. 

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Links from this episode:

Mint Mobile: fbuy.me/trwoQ (Referral Link)

Red Bike Brand: redbikebrand.com

Up in a Day: upinaday.co

Schoppee Farm: shopschoppee.com

Flowers & Candy: www.flowersandcandy.me



Brands eventually wind up in our customers’ stomachs, homes, garages, or remembered collection of experiences. Let’s take a look at a few small businesses expressions of their brand. 

Red Bike Brand — Perfect for a small-town apparel business capturing the Key West Vibe, appealing to locals who live the sunny beach paradise vibe, and those who visit it and want to take it home with them forever.  The Red Bike is the mythical metaphorical container for all those beach vibes. It’s a brand that gets charged in the vacation-time sun, and then continues to hum with that vibe  back home, thousands of miles away, melting the snow with thoughts of that red bike, baking in the Key West Sunshine. 

Up In a Day, this is a company that makes websites for small businesses. The team at Up in a Day thinks that small business owners often have to go through unnecessarily long processes and workflows just to launch their website. What does this brand’s name, Up in a Day, tell you about the way they work? What’s the promise they are making to their customers? What does the name Up in a Day communicate about the product benefit? 

Flowers and Candy — a main street boutique in Portland, Maine. Based on that name, what do you think you’ll find in this store? Probably a frothy combination of a florist and a high end candy shop. Well, you’d be surprised to find that when you walk in, there’s not a flower to be found. This brand sells women’s hats, clothing, apparel, accessories and yes, a good bit of candy, although the candy it is really known for is medicinal in the sense that it’s all gourmet candy with CBD infusions. Surprise! The apparent mismatch between the name and the preconceived brand expectations and what the brand actually offers send some very memorable brand signals: surprising, interesting, curious, unique, different. Somewhat edgy. Pretty cool. And definitely oh so memorable and it creates a big guess what, or get this, moment. Where 4 hour later, out to dinner with friends, you talk about the big pleasant surprise you got today when you discovered that Flowers & Candy sells hats and CBD. Also, in this example, the words Flowers & Candy are not a literal descriptive of whats in the store, but more metaphorical as to what kind of vibes the brand promises to bring to its customers. Flowers & Candy is the vibe, not the product offering. And that makes the brand bold and memorable, and goes to show that breaking the rules in a creative way can be genius.