Episode 110: Creating a Magnetic Brand Through Authentic Communication with Irene Emily
In Episode 110 of The Business Habitat podcast, Sam is joined by Irene Emily, Brand Consultant and Director of Elloom Marketing, a fast growing brand, design and marketing agency focused on inspiring and empowering purpose-driven businesses. In this conversation, Irene and Sam discuss the importance of congruency in marketing and why understanding yourself is fundamental to ensuring that your message and your purpose are aligned to your brand.
With a previous background in graphic design and by her own admission “making things pretty”, seven years in business has taught Irene to think more strategically about how to position people and businesses. She has drawn on her fascination for developmental psychology and communication in her work with her clients, and believes that the more we understand ourselves, the more we can create an authentic and magnetic brand.
Sam and Irene talk to the shifting priorities that have arisen from the challenges of the last couple of years, and talk to the incongruency of many traditional corporations between the values they espouse in their marketing and what really happens on a daily basis. Sam proposes that working in a market or business that’s not aligned with your true values ultimately leads to burnout and discusses with Irene the rising sense of staff dissatisfaction and emerging trend of “the Great Resignation”.
Irene provides her tips for aligning key messaging and branding, and talks to the best way to target customers in an often over-crowded market. Irene also shares her thoughts on personal versus corporate branding and when each is more effective, and talks to how to best manage client expectations when work is being delegated to team members.
Recognising that branding is so much more than a fancy design and a static website, this conversation provides practical advice for developing a marketing strategy that will resonate with both your own internal values and your target audience. Whether you’re ready to seek the help of a professional brand manager, or just after some tips to get your message more aligned, this episode is filled with great advice to take on board.
Listen to an excerpt
What we cover in this episode
The psychology of marketing and branding
Understanding the meaning and purpose behind your business
The shifting priorities brought about by the last couple of years
Brand management
Irene’s three key points to build communications for your brand
Personal branding vs corporate branding
Irene’s top tips for working on your branding
Quotes
“You actually need to have design with substance and things really need to be backed by data otherwise we're just throwing things against the wall and hoping that it works” - Irene
“When we know how to talk to people we can position ourselves better, so all of marketing and branding is all about psychology and it's all about communication. The more that we understand ourselves and that we get real with ourselves, the more that we can really create an authentic strong magnetic brand” - Irene
“If your brand represents something meaningful, that people can believe in, then it’s going to, you could also say, increase staff retention.“ - Irene
“You need to tell them what they want to hear. It needs to be real with what you actually do and it needs to be positioned and actually strategized and intentional about that message” - Irene
“We're more likely to respond to something that we can identify with so the more that you can identify a person the more that they're going to be responding to you” - Irene
Links mentioned
Episode 107: The Brutal Truth about Employee Engagement with Geoffrey Wade
Connect with Irene on LinkedIn