Episode 7

The Ruthless Approach to Building Brand Reputation

Let's discuss the art of building a strong and consistent brand reputation. In this episode, Robyn, emphasizes the importance of ruthless application of your brand across all platforms. Through examples of common mistakes and the strategies of successful brands like Coca-Cola and Starbucks, Robyn highlights the critical role of repetition in building a brand's reputation. Explore the key areas where consistency and reputation matter most for your brand and learn how to ensure your brand tells the same story everywhere it's encountered.

  • The importance of repetition in building a reputation for a brand.
  • The necessity of ruthlessly applying a brand consistently across all platforms and touchpoints.
  • The impact of breaking a well-crafted brand and creating friction for potential clients.
  • Examples of big brands like Coca-Cola and Starbucks and how they apply their brand consistently across every touchpoint.
  • The key areas to look for consistency in brand application: website, sales, marketing, social media, and printed materials.

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Transcript
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I have said this on many stages, and in many workshops, and

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in many client conversations, and that is that

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repetition builds reputation.

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Repetition builds reputation.

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Repetition builds reputation.

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A well crafted brand doesn't mean squat if

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nobody sees it? So in episode 1, I talked about

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the importance of consistency, but this

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This goes beyond consistency. I I want

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you to apply your brand ruthlessly.

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Absolutely ruthlessly, everywhere that I encounter your brand

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online, offline, in print, on a

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vendor floor, everywhere that I encounter it, it should

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look and should feel the same. I should have the same

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experience. I should hear the same story.

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One of the mistakes I see frequently is when a business has spent so

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much time, money, effort to

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create a beautiful and compelling Brand. And then they

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go and immediately break that brand, and they

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create friction for their potential clients,

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right, and for their existing following.

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One of my favorite Sayles, they'll know

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that I'm talking about them. Hi, guys. It as

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a couple who runs a real estate podcast, And the

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whole brand was built off of the wife of this husband and

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wife team being the licensed real estate agent and the

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expert, and everything was built around her. And then when you

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went to their Instagram page, it was all the husband.

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Like, there was only a couple pictures of the wife whom the whole brand is

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built off of, and most of it was the husband because he was the one

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doing all the social media. And they just didn't see

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what a huge disconnect that could be for people who are trying to get to

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know their brand. Right? So I want you to think of

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some big brands out there that that we think of

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as ubiquitous. And One

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of the reasons they've become ubiquitous in our lifetime, in our culture,

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in our country is because they are ruthlessly

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applying their brand. It is absolutely

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consistent across every touch point.

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Coca Cola, for example. Even when they put out,

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holiday content, the thing that's always there is that

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Coca Cola red, which is trademarked, by the way. You can't use that

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specific color red, but there are

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certain elements to their Brand, the visual aspects of their Brand,

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that are always consistent and always applied no matter what they're

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celebrating, right? And then what we do with smaller

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brands is Five, oh, we want to celebrate St. Patrick's day. And so we put

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out all this social media and all this marketing that's green in honor of

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St. Patrick's Day when green has nothing to do with our brand.

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And people who aren't deeply familiar with us or our brand are

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confused, which is all the green. Right? So it doesn't matter

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what holiday you're celebrating, what sale you're having, what thing is

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going on. Your brand needs to be applied ruthlessly.

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The big brands that can change things up and

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swap colours every now and then can only do so

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because they're so well established that it's

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not going to cause friction. Right? And they do it in such

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a a controlled way that it doesn't surprise us. We know when

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it's coming. We know what to expect. A great example of that would be the

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Starbucks holiday cups. Right? So the

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only time that they're not the distinctive green and white cups is

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the holidays when they are some sort of holiday themed

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cups, typically red. Right? But that

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doesn't confuse us, and we don't freak out about it because they've told

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us. They've trained us. They've conditioned us to expect these cups, but only

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at this time. Otherwise, everything is the same. Everything is consistent,

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whether you're in a Starbucks in an airport kiosk or

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a full flagship store. Right? So

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that consistency Brand the ruthless application of the brand and

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the brand elements is key. So I want you to start

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thinking about how much

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reputation you're building with your repetition. Right? Is it truly

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being repeated out there? Are you telling the same story on every

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platform? If I look you up on LinkedIn Brand then on

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Facebook Graham, and then on Twitter, am I going to see the same

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profile pic or 4 different profile pics? Am I going to see the same

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story or 4 different stories? Right? So

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where is your brand on the

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scale of being ruthlessly consistent with how it

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is applied. Here's some of the places I want to look for

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consistency and reputation when it comes to your Brand. Your

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website, your Sayles, are you

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consistent in the tone and perspective of your writing Brand all of your communications,

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your marketing, and that's physical marketing, digital

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marketing, anything, everywhere. Social

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media, any content that you put out, anything

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that's printed, and and definitely something

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that's going to leave with your clients Brand potential clients, like

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worksheets, flyers, books, promotional

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materials. How consistent is your

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brand?

About the Podcast

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About your host

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Robyn Sayles

Brand Magician | Podcaster | Oddball | Unapologetically Enthusiastic

Hi, I'm Robyn. I'm the CEO/Founder of Launching Your Success. For 20 years, I worked in corporate training and sales for big ol' corporations. Now, I help ambitious folks launch the success of their content, teams, and projects using the power of a personal brand.

I specialize in working with creative entrepreneurs, polymaths, and misunderstood genius types that have struggled for years to explain exactly who they are and how they add value. I believe that everyone has an audience looking for their content. Let's figure out the exact words that will get their attention and let them know they've found you.