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The Importance Of Clarity In Branding | Patrick Hanlon

From Audio: [Special Episode] Patrick Hanlon On The Components That Fuel Successful Brands — The ROI Online Podcast Ep. 4

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The ROI Online Podcast
Duration: 07:21
Patrick and Steve discuss their process, making sure that their brand and business has clarity, and how they show their perspective to their team, and their customers.
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Patrick and Steve discuss their process, making sure that their brand and business has clarity, and how they show their perspective to their team, and their customers.
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yeah. You know, I noticed in these interviews I was mentioning before they would have um senators or they would have these owners of these big brands, famous brands. And invariably at some point in the conversation, they would state a creed, they would couch it as you know, we believe and then they would say their creed and then they would talk about what we honor our employees and they would mention a ritual. And then obviously they had these iconic things that represented their culture and in specific words and it started to be obvious to me that the leaders that we follow and enjoy. They have these pieces either deliberately while deliberately, but also naturally they just took the time to deliberately we've this in and to identify them and nail him on a wall, so to speak. And they started to repeat it. And that's the difference between clarity of a brand and a fuzziness of what a brand is. Yeah. I was called the fog, The fog. Yeah. And you know it's a it's a rhetorical tool really Well I experienced it. So obviously I wrote a book we're talking about where I talk about you and your primal code in my book. But during the process of writing the book I took this tornado of ideas that were swirling around in my head for years and started to get it all dumped out and started to become more succinct over time and become organized and through that book several of these things started to reveal themselves and it made it easier for my team to be more clued in to what we believe and why we believe, what we do and why our perspective is unique and you know, where the line in the sand is. It was really cool to that exercise. I've always wondered what are some of the best ways that you've seen people? They usually exist but they're not obvious what is a process that you take teams through to identify it to help them like archaeology a dig and identify these things. Pick them up and dust them off. Well yeah they have to be interesting. The thing that some people do is they you know once I lay this down for them they go okay here's my creation story. I've got that. They'd say here's my creation story and they say the creed and yes here's what we believe in. And they kind of just spell it out for people when people don't really care. You have to take these things it's like the bones, it's the skeleton of the thing and you have to flesh it out and make it interesting. You know funny, sad. Bring some human emotion to the thing and make it interesting in some way which however you want to do it and whatever is appropriate for what you're doing right. And then it's not enough just to, because you know, advise a lot of Youtubers and it's not enough just to lay it down. Okay. I have it now and I've made this funny and I have icons and appear on the screen in such in such a way and all this in a Revolutionary War outfit or whatever it is, You then have to continually refresh those things so you don't get boring and dull. That's why things become boring and dull and you move from being a fad to becoming, you know, one hit wonder basically in the world we call it in the music business. They called a one hit wonder in the fashion business, It's a fad and in real life it's just dead in the water, You go away. That's why 80 90 of new products fails because they either don't do this in the first place and fill in all the blanks. So people just don't understand where they're coming from. And there's no story there. You were meaningless. Start off being meaningless and you wound up being meaningless in the end. So the important thing is to keep them resident, you have to keep switching them out and so forth. And so someone told me once that they have a chart on the wall with the seven pieces of code up there and they just look at the wall and they go, oh, we talked about non believers last week, let's talk about a creation story this week, and that's what they do. And then they get on with this is a quality other 36 things I have to do that day. And so that's important to know. And the other thing that's important to know is that some of this, when you read a good story, when you read a good book, when you see a good movie, you can pick out, you know, oh, here's where this, you know, black panther or any of them, uh you go through it and if you're looking for, you can pick out the creation story in the creed and all of these things and because they're all there, because those are the things that help make it relevant and resonate for us as people, as as an audience. And so we're just really just doing the same thing really. What I've done is I've gone back and deconstructed brand successful brands, powerful brands to see what made them tick. And this is what I came out with. And the important thing is that no one, while people were doing this through gut instinct, hiring smart partners who also did it through, got an integrated instinct and people had enough money to tide them through mistakes and so forth. But you automatically get trust vision, sense of values, resonance relevance and all the things that big companies spend millions or billions of dollars trying to keep going every year and you can do with zero money. We did a project with a Conservancy in Africa who had zero budget and all we did was tell their story. The only thing that might have cost money was we created a new logo for them. A friend of ours helped us out with that and create a new logo pro bono. And we wanted in 2016 or 17 we won the gold award for African Tourism. So against all the airlines, all the tourist bureaus, all the nations, all the hotel groups, etcetera, etcetera. This little Conservancy in kenya called nevoso won the gold award. That's cool. And all we did was use, that was used the code. So the, that doesn't mean that you don't need money because they certainly could have used money. But the, uh, we all could have used money that somewhere along the way there. But the point is is that you don't need money to do that. But of course the people with money like the amazons and Nikes and apples of the world, those companies are able to take this and they're able to hire really smart people to execute it. Smart, talented people to execute it and you know, do their Super Bowl spots or whatever they need to feel they need to do their instagram posts, et cetera and create the buzzy, those buzzy little moments and to get all those followers does take money because you have to push through the networks as you know,
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