Branded Larry Roberts & Sara Lohse

Welcome back to Branded: your comprehensive guide to creative branding.

This episode dives into the intricacies of strategic press releases and how they can significantly impact your brand and business. We’re joined by Mickie Kennedy, an expert in helping businesses with press releases and the founder of eReleases.com. Mickie’s insights shed light on the challenges PR firms face today, how earned media can build trust and credibility, and how small businesses can effectively leverage press releases.

Throughout our conversation, we explore various facets of press release distribution, the role of new media, and how journalists navigate the overwhelming influx of information they receive. We also discuss using surveys and studies to create engaging press releases, the importance of relevance to the journalist's audience, and the evolving media landscape.

We cover the often misunderstood concept of earned media, examining its power in fostering consumer trust and driving conversion rates. Finally, we touch on emerging trends in press release dissemination through platforms like podcasts, TikTok, and Instagram.

Key takeaways:

1. Importance of Targeted Press Releases: We discuss how many press releases miss the mark, making it challenging for journalists to find relevant information. The key to a successful press release is not just well-written content but also its relevance and value to the journalist's audience.

2. Power of Earned Media: Mickie explains how earned media, which is coverage gained through genuine public interest without payment, can substantially enhance credibility and trust. This kind of media coverage can lead to increased sales, improved customer trust, and higher conversion rates.

3. Challenges in Press Release Syndication: We address the issues PR firms encounter in getting attention from journalists and the ineffectiveness of mass syndication. Despite being listed on hundreds of websites, often these press releases do not attract substantial visibility or indexing by search engines.

4. Utilizing Surveys and Studies: Mickie recommends using industry surveys or studies as a foundation for compelling press releases. By creating meaningful surveys and analyzing surprising findings, businesses can craft press releases that capture media attention and offer valuable insights.

5. Evolving Media Landscape: As new media platforms like podcasts, TikTok, and Instagram continue to grow, they are increasingly being used for press releases. This shift signifies the need for PR strategies to adapt and embrace these platforms to reach wider and more engaged audiences.

Join us as we unpack these insights with Mickie Kennedy and learn how to refine your press release strategy for more effective and impactful branding. Don’t forget to check out Mickie's website, eReleases.com, and take advantage of his free video masterclass on strategic press releases and campaign planning.

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About Mickie Kennedy

Mickie Kennedy is an expert at helping small businesses, authors, and startups increase their visibility and credibility through tier-1 press release distribution. Mickie founded eReleases 25 years ago after realizing that small businesses desperately need a press release distribution service they can actually afford, giving them access to the media and to a national newswire – all with a personal touch.

Mickie lives in Baltimore County with his family and two feuding cats. He enjoys British science fiction and acknowledges an unhealthy addiction to diet soda. Mickie holds an MFA in Creative Writing with an emphasis in Poetry from George Mason University. He still writes poetry most Monday nights (virtually) with a group of fellow misfits.

www.ereleases.com 

Welcome back to Branded: your comprehensive guide to creative branding.

In today's episode, we're talking about the downsides of founder-led sales and how deep specialization can help scale your business with our guest, Corey Quinn. Corey shared invaluable insights that any founder or business leader can apply as they navigate the challenging transition from a founder-centric sales approach to a more scalable and focused agency model.

Together, we explored several aspects of specializing in a niche market, balancing personal branding with operational responsibilities, and the strategic methodologies crucial for long-term success.

Corey started by discussing the unique challenges that founders face in sales, emphasizing the importance of moving away from being the sole salesperson to building a specialized agency brand. He highlighted three main traps: lack of a specific vertical market focus, watery positioning, and absence of a clear strategy for creating a pipeline. Corey emphasized the need for specificity in business operations and shared examples and strategies he has seen succeed, including the ingenious use of sending gifts to potential clients as a first touchpoint to bypass gatekeepers.

We also discussed the balance of maintaining a personal brand while delegating both sales and operational functions. Corey provided the example of Jesse Cole, who effectively leveraged his personal brand to step back from the operational intricacies of his enterprise.

Larry shared his experiences of the complexities of balancing business building with nurturing a personal brand, while Sara recounted her journey of targeting a specific audience for her book and the advice she received on the need for a broader approach. Corey echoed similar sentiments from his own experience, underscoring the importance of feedback and readjustment based on market and beta reader responses.

From there, we discussed how to identify and choose a niche audience, considering both quantitative and qualitative factors to evaluate market opportunities effectively. Corey introduced an innovative concept called the "20% list" which involves identifying the top 20% of businesses in your target audience that present the most significant opportunities and sending them personalized gifts.

The discussion rounded out with an exploration of the risks and rewards of specialization, with Larry sharing a personal struggle of articulating his ideal client at a networking event and Corey advising on the durability of industry-focused specialization.

Key takeaways:

1. Transitioning from Founder-Led Sales: Corey detailed the necessity for founders to shift from being the primary salesperson to building a specialized agency brand. He emphasized three critical traps that can hinder this transition: lack of focus on a specific market, unclear positioning, and no strategy for pipeline creation.

2. Importance of Specificity: Corey underscored the significance of being specific in what you choose to do and who you serve. Whether it's specializing in a service like SEO or targeting a specific audience like dentists, this focus is crucial for long-term success.

3. The 20% List Strategy: Corey introduced the concept of the "20% list," where 20% of the businesses in your target market represent the largest opportunity. He highlighted how gifting these top prospects can effectively open doors and create valuable initial connections.

4. Risks and Rewards of Specialization: The episode thoroughly explored the balance between the risks of overly specializing in a specific platform or service against the rewards of focusing on a resilient industry. Corey stressed the advantages of in-depth knowledge and streamlined operations in a single market.

5. Balancing Personal Brand with Operational Scale: Using the example of Jesse Cole, Corey illuminated how founders can leverage their personal brand to step back from day-to-day operations, allowing for the

Welcome back to Branded, your comprehensive guide to creative branding.

In this episode, we’re diving deep into the world of social media. For better or worse, social media is an essential tool for any brand today, and we’ll be sharing our experiences, challenges, and some best practices we’ve picked up along the way. We’ll be keeping it real and relatable by discussing our own struggles with maintaining an active social media presence, even as branding experts.

We don’t have a guest joining us this week, but we’ll be highlighting some of the exceptional social media strategies we've observed from our clients, including Leah and Joanna from WomenShare and DJ Olojo from the Foreclosure Fix. They’ve mastered the art of engaging audiences and building anticipation for their episodes.

Key takeaways:

1. Consistency is Key: Consistently posting on social media is crucial, but it can be challenging. Larry shares his struggles with regular posting and how easy it is to let that commitment slip. We discuss strategies to stay consistent, like building a content calendar and batch-creating content.

2. Learning from Others: We highlight some shining examples, like Leah and Joanna from WomenShare, who excel in promoting their episodes with engaging content and quote cards, especially on LinkedIn. Studying successful accounts can provide valuable insights and inspiration.

3. Engaging Content: It’s not just about what you post but how you integrate it into each platform's unique environment. We talk about the importance of tailoring your content to fit each platform's audience and algorithm to maximize engagement.

4. Balancing Personal and Professional: We dive into the debate of separating personal and professional social media accounts. Sara prefers maintaining both, allowing her brand to have a distinct presence while keeping her personal life separate. Larry, on the other hand, integrates both, using his personal accounts to reflect his professional endeavors seamlessly.

5. Authenticity Matters: Authenticity should be at the core of your social media strategy. Whether you're posting professional content or snippets of your personal life, it needs to be genuine. As we share our own journeys, we emphasize that staying true to who you are will resonate more with your audience than any polished persona ever could.

We hope you find these insights useful as you navigate your own social media strategies. Remember that the journey is as important as the destination, and it's okay to stumble as long as you keep moving forward.

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(This episode was previously released)

Welcome back to Branded: your comprehensive guide to creative branding.

In today's episode, we're celebrating our one year anniversary and reflecting on the journey we've had! From our first episode to where we are now, we've seen tremendous growth, not only in ourselves but also in the branding strategies and insights we've shared with you. We launched in June, and though we’re a bit late for our anniversary episode, we’re excited to dive into a reflective discussion about what we've learned and enjoyed.

We also venture into an exciting discussion about Lego's unique branding strategy, especially how they've expanded their market to appeal to adults with sophisticated packaging and complex kits like the Lego Titanic and Batman's Gotham City set. This topic leads us to think about our own branding decisions and the potential for future sponsorships.

Here are the key points we covered in this episode:

1. Understanding AI in Branding: Sara shares her initial lack of understanding about AI and how much she has learned thanks to her business partner's expertise. It's not just about programming and data; AI's role in branding is something she’s now excited to explore further.

2. Lego’s Mature Market Strategy: We look back at one of our favorite episodes and discuss how Lego is successfully targeting adults with elaborate and nostalgic kits. This expansion showcases their ability to adapt their branding to new markets while maintaining their core identity.

3. Brand Messaging Control: We discuss the importance of controlling brand messaging, values, and conduct. Larry highlights that while external experiences with a brand might be beyond control, the essence of the message and brand values are always within the brand's power.

4. Evolution of Personal and Podcast Branding: Both Larry's and Sara's companies have experienced branding shifts, with Larry leaning into AI and Sara focusing on storytelling and coaching. Despite these changes, the podcast's branding has remained steady and reflective of our combined approaches.

5. Memorable Brand Discussions: We reminisce about our favorite brands discussed on previous episodes—Sara's love for "Cards Against Humanity" and Larry’s passion for Lego. This segment underscores differing perspectives on what makes a brand memorable and the dynamic nature of brand perception.

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Welcome back to Branded: your comprehensive guide to creative branding.

In this episode, we dive deep into the world of creative marketing strategies and branding with our very special guest, Sunny Dublick, a marketing strategist and taco enthusiast. Sunny has brilliantly grown her business through word-of-mouth referrals and by designing marketing plans that truly resonate with customers' preferences and emerging trends, like podcasts.

We explore the nuances of getting inside customers' minds to find unique marketing opportunities and crafting memorable advertising strategies. Sunny shares her approach to creating scarcity to generate demand and the challenge of translating service-based businesses into viable, tangible products. We talk about the importance of building a community around a brand and the shift from traditional advertising methods to more engaging, customer-centric strategies.

Our discussion taps into the broader aspects of marketing, such as embracing personal quirks in branding, the pitfalls of aggressive sales pitches, and the necessity of understanding the target audience. We also highlight the significance of conducting thorough research and developing personalized marketing plans that include loyalty, referrals, and upselling strategies.

Sunny brings to light fascinating examples from the industry, such as Subaru's approach to community building and Jeep's meticulous use of eye-tracking technology in beta-testing commercials. The episode is full of rich insights on marketing psychology, emphasizing the blend of creativity and research.

Key Takeaways:

1. Importance of Genuine Enthusiasm and Resonance: Sunny emphasizes the necessity for businesses to genuinely resonate with their customers. Authenticity is key, and it's about understanding and catering to audience needs rather than just promoting the brand.

2. Building Trust through Consistent Actions: Trust is crucial in marketing. Sunny advises providing proof of value and building trust through consistent, genuine actions. This helps bridge the gap between personal and business life in branding.

3. Effective Marketing Strategies: Whether it's creating scarcity to generate demand or conducting grassroots initiatives, Sunny highlights the importance of knowing what works for your brand. Personalization and a deep understanding of customer preferences are essential.

4. Customer-Centric Marketing: Aggressive sales pitches often backfire. Instead, focus on the customer's needs. Sunny illustrates this with her experience of creating interactive booths that engage visitors and provide real value rather than just pushing sales.

5. Balancing Personal and Business Branding: Embrace your true self in your branding strategy. Personal quirks can set you apart and build a deeper connection with your audience. It's okay to not appeal to everyone; focus on those who resonate with your authentic self.

Join us as we unfold these insights and much more with Sunny Dublick. As always, stay tuned, subscribe, and don't forget to send us your referrals!

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About Sunny Dublick:

Sunny Dublick is an award-winning marketing specialist and founder of Sunny Dublick Marketing. Originally from New Jersey, Sunny has spent over 15 years in the marketing and advertising industry, working with high profile clients such as the Philadelphia 76ers and HanesBrands, as well as small and medium-sized businesses spanning the hospitality, retail and professional services industries.

After spending the first 9 years of her career working for various advertising agencies and corporate marketing departments in the greater Philadelphia area, Sunny set out on her own, forming Sunny Dublick Marketing in 2017 to provide transparent and effective marketing solutions to businesses nationwide. A self-proclaimed marketing revolutionary + ‘Pink Starburst’ of Marketing Experts, her...

Welcome back to Branded: your comprehensive guide to creative branding.
In this episode, we're diving deep into the world of logo design and the importance of understanding the psychological elements that make your brand stand out. We will touch on everything from fonts and shapes to the powerful effects of color on human perception.
We're looking at what makes a logo not just visually appealing, but also psychologically compelling. We'll highlight how your choices in font, spacing, color, and shapes can evoke specific feelings and perceptions in your audience, making your brand more memorable and impactful.
We also explore some intriguing parallels between martial arts and logo design, focusing on the symbolism of different shapes. Sara gives us an inside look at the design of her own logo, while Larry offers his perspective on its creativity and relevance. We wrap up with a deep dive into the subtleties of color psychology, with colorful anecdotes and examples about how brands use different hues to alter perceptions and behaviors.
Key takeaways:
1. The Multifaceted Role of Color in Branding: We unpack how different colors can evoke a range of emotions—from excitement and trust to creativity and appetite suppression. For instance, fast-food chains often use red and yellow to stimulate hunger.
2. The Symbolic Power of Shapes: We discuss the meanings behind geometric and natural shapes in logos. Squares and rectangles often signify stability and dependability, while circles and curved lines suggest fluidity and creativity. We even compare these to the use of shapes in martial arts, where triangles symbolize power and energy.
3. Importance of Font Choice: We discuss the significant psychological impact various fonts have on branding. Serif fonts are generally perceived as traditional and professional, while sans-serif fonts lend a modern and simple look. Script fonts can convey anything from elegance to fun, depending on their style.
4. Personal Logo Insights: Sara provides an in-depth explanation of her own logo design, highlighting the creative use of elements like the microphone and specific fonts. Larry praises its creativity and relevance, giving listeners a real-world example of effective logo design.
5. Color Associations and Appetite: Colors like red and yellow not only grab attention but also stimulate appetite, making them popular in the food industry. Conversely, colors like blue and purple can suppress appetite due to their associations with unappetizing elements like mold or poison.
Whether you're rethinking your current logo or designing one from scratch, this episode is packed with valuable insights to ensure your branding efforts are both visually appealing and psychologically effective. Tune in and let's make your logo unforgettable!