13 episodes

This brand-focused podcast will explore the various approaches, best practices, expertise, and experts for brands. Guided and brought to you by Brand Shepherd, we are a brand-focused, cross-category creative agency, developing ideas that come to life through diligent process and design. This podcast is hosted by Brand Shepherd co-owner/creative director, Dan Crask.

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    • Business
    • 5.0 • 1 Rating

This brand-focused podcast will explore the various approaches, best practices, expertise, and experts for brands. Guided and brought to you by Brand Shepherd, we are a brand-focused, cross-category creative agency, developing ideas that come to life through diligent process and design. This podcast is hosted by Brand Shepherd co-owner/creative director, Dan Crask.

    2020 Year In Review

    2020 Year In Review

    Below are the notes used for the 2020 Year In Review podcast episode. The best way to understand these points is via the audio podcast which you can listen to through the player above or on your favorite podcast app.

    2020 Year In Review
    Key Takeaways


    ECommerce wins big.
    Brands saw lockdowns first as an opportunity.
    Post-POTUS election, they braced for tax hikes.
    Startups, startups, startups!
    Normalization of the Brand Shepherd model.

    Three trends to watch for in 2021:


    Buying convenience gets top priority, even for B2B. Ecomm, low/no-touch, tech — it’s all on the table.
    The decentralized brand has footing, now it thrives both products/services and teams.
    Less is more for website copy, packaging copy, and UX microcopy. The SEO mix now requires an expert. No longer a DIY addendum.

    How 2020 changed Brand Shepherd


    Honed focus on products paid off big time. They benefitted from working with us from idea development to production to marketing. Fast and efficient.
    Yet we welcomed back former clients who don’t have products because the pandemic made us valuable.
    Onward is our mantra moving forward into 2021 and beyond. Focus on brand and if that means services need our help, we’re here.

    Onward. It’s where we go from here.

    • 24 min
    Legal Guidance For Starting A New Brand with Attorney Derrick Davis • The Brand Shepherd Podcast

    Legal Guidance For Starting A New Brand with Attorney Derrick Davis • The Brand Shepherd Podcast

    Attorney Derrick Davis is our guest on this episode of the Brand Shepherd podcast. 

    TOPIC: COVID-19 will spur a lot of new entrepreneurs, new businesses. Legal Guidance For Starting A New Brand.


    New businesses will need to develop a brand for themselves, which we have covered in the 5 Ingredients podcast.
    New businesses will also need legal guidance as they start or expand.
    We will talk about what that looks like.

    STARTING OUT: navigating legalities of getting started


    Type of business (LLC, Sole Prop, etc.).
    Naming for a new business or brand extension.
    Protect the IP.
    Mystery Solved: TM or © ®?! When to do what.

    GROWTH: businesses/brand that is using this time to work ON their brands/businesses


    Naming the brand extension(s) — what’s taken, when to accept risk.

    MITIGATE RISK & TROUBLE


    Every business takes on risk — what are some common risks a new business or new brand growth will want to be cautious about?
    Trouble: what value does someone like you bring to the table when a cease and desist letter arrives, or some other kind of trouble?
    Trouble: similarly, what if another new business steals your IP?

    HOW TO REACH DERRICK

    dmdavis@qcflaw.com | 865-524-1873

    • 38 min
    Ingredient #5: The Chef • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    Ingredient #5: The Chef • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    SEASON 2 of the Brand Shepherd Podcast:  The 5 Key Ingredients To Creating An Exceptional Product Brand by Dan Crask, Creative Director & Co-Owner, Brand Shepherd

    Brand development is an exercise of examining what the brand is and is not, and then codifying the discoveries in a way that the brand owner(s) and stakeholder(s) can easily leverage to grow the brand.

    Here are what I know to be the second of the 5 key ingredients for building a brand:

    --

    INGREDIENT 5: The Chef

    These 4 ingredients we have covered so far are vital to brand development, but there is a 5th ingredient that needs to be mentioned as well:  A chef (aka, guide, shepherd) to help work through the process of brand development.

    That would be us, Brand Shepherd.

    Having a chef to guide brand development is obviously important from an expertise level. Brand and business stakeholders use experts for anything, from HVAC service to CPAs to facility maintenance and, yes, brand development.

    Yet a guide is also important because having a mind from outside the brand will give the development process the perspective it needs to be successful.

    Read the accompanying post to this episode on our website here » 

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    Questions & Feedback? Contact Brand Shepherd Today: brandshepherd.com

    • 21 min
    Ingredient #4: The Brand's "Why?" • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    Ingredient #4: The Brand's "Why?" • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    SEASON 2 of the Brand Shepherd Podcast:  The 5 Key Ingredients To Creating An Exceptional Product Brand by Dan Crask, Creative Director & Co-Owner, Brand Shepherd

    Brand development is an exercise of examining what the brand is and is not, and then codifying the discoveries in a way that the brand owner(s) and stakeholder(s) can easily leverage to grow the brand.

    Here are what I know to be the second of the 5 key ingredients for building a brand:

    --

    EPISODE 4: The Brand "Why?"

    Over the last decade, Simon Sinek's "Start with 'Why?'" TEDx talk has created a mandate for brands to know Why they exist and then communicate it to customers at every level. Tall task, right? Well, no. In this episode, we will give the "Why?" question its due respect, but also demystifying it. As always, a simple how-to is also included so you can put this information to work for your brand today.

    Read the accompanying post to this episode on our website here » 

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    Questions & Feedback? Contact Brand Shepherd Today: brandshepherd.com

    • 11 min
    Ingredient #3: The Brand Identity • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    Ingredient #3: The Brand Identity • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    SEASON 2 of the Brand Shepherd Podcast:  The 5 Key Ingredients To Creating An Exceptional Product Brand
    by Dan Crask, Creative Director & Co-Owner, Brand Shepherd
    Brand development is an exercise of examining what the brand is and is not, and then codifying the discoveries in a way that the brand owner(s) and stakeholder(s) can easily leverage to grow the brand.

    Here are what I know to be the second of the 5 key ingredients for building a brand:

    --

    EPISODE 3: The Brand Identity

    The brand identity is made up of a mix of vital elements that customers identify with your brand. These proprietary elements are each important, and collectively (Gestalt Theory, anyone?), they make up your entire brand identity.

    Read the accompanying post to this episode on our website here » 

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    Questions & Feedback? Contact Brand Shepherd Today: brandshepherd.com

    • 22 min
    Ingredient #2: Customer Personas • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    Ingredient #2: Customer Personas • The 5 Key Ingredients To Creating An Exceptional Product Brand • by Brand Shepherd

    SEASON 2 of the Brand Shepherd Podcast:  The 5 Key Ingredients To Creating An Exceptional Product Brand

    EPISODE 2: Customer Personas

    by Dan Crask, Creative Director & Co-Owner, Brand Shepherd

    Brand development is an exercise of examining what the brand is and is not, and then codifying the discoveries in a way that the brand owner(s) and stakeholder(s) can easily leverage to grow the brand.

    Here are what I know to be the second of the 5 key ingredients for building a brand:

    Part 2: The Brand's Customer Personas
    Equally important to the brand's voice is the customer persona the brand is talking to.

    Brands that lack focus are not successful brands. You need to know who you are talking to, what their buying habits are, lifestyle choices, etc.

    The brand voice will be compelling and even familiar when it speaks the sub-cultural language of its customers.

    So, What Are Customer Personas
    Mix demographics and habits together, and we get a customer persona. The persona is an average, an ideal person that would love to buy from the brand. The customer persona has all the demographic and habitual data that makes our brand’s offering attractive and needed.

    It’s always best that a customer persona is written out, and documented as part of any brand guidance resources. Just as the visual parts of the brand have guidelines, so should the brand’s ideal customer(s) be documented in quick, brief write-ups of what the customer persona is made up of.

    An example might look like this:

    Jack Doe is a blue-collar man, aged between 32-45 years old, who drives a pickup truck, loves to hunt, and is fiercely patriotic. As part of Jack’s daily rituals, he loves a good meaty meal. He will prefer a steak, brisket, pulled pork, or a hamburger over a salad any day of the week. Jack’s living spaces are populated with products that use simple visual branding – he doesn’t go for loud, clever, or modern/minimalist design. He likes bold, earthy simple colors and is proud to display logos that align with his values.

    A good example is the sport of basketball. I sometimes love watching and listening to basketball because I have no idea what the announcers and advertisers are talking about. It's a sport full of language and assumptions that make absolutely no sense to me. Yet it makes a lot of sense to its fans, and those fans become customers.

    Customer personas will help identity the age, location, lifestyle, buying habits, values, and more of the people who we want to become loyal to the brand.

    [FTR: I came of age in the greater Chicagoland area watching Jordan win 6 rings with Da Bulls. Today's basketball product is a vastly inferior product compared to yesteryear; once I've had steak, it's hard to chew on cheap ground chuck.]

    In the next segment, I'll cover Part 3: The Brand's "Why", where I will tackle the big question of "Why does our brand and products exist?," which has become entirely more complicated than it needs to be. In Part 3, I will simplify it for you.

    If this has helped you identify that your product brand needs to define its voice, please get in touch. Brand Shepherd would be delighted to consider working alongside your product brand.

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    Questions & Feedback? Contact Brand Shepherd Today: brandshepherd.com

    • 11 min

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