In episode three of the Talketer Podcast, Natalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss the first step to building a brand. Watch and listen to the clip right here:
Nick Andrews :
So in terms of a company who might reach out to you and say, Natalie, I need help building a brand I have nothing. What is the very first step to going from zero to start your brand journey?
In episode three of the Talketer Podcast, Natalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss branding best practices during corona virus, covid-19, and pandemics. Watch and listen to the clip right here:
Nick Andrews :
So you mentioned thinking through all these things, and I agree with you, but what about when something comes up that that's impossible to have anticipated? I'm thinking our situation right now or Coronavirus, or COVID-19, or health crisis? How does a brand prepare for something like that? And since you can't really prepare for or maybe you can, like how do you react to it? How do you, change your brand almost overnight to accommodate a new world?
In episode three of the Talketer Podcast, Natalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss how music and jingles influence brand. Watch and listen to the clip right here:
Nick Andrews :
I hear a lot of jingles from even financial services company. I'm thinking of a couple insurance companies, they have jingles and it seems to be such a huge part of their brand. How does music create a brand for like a financial services company? It seems like those two things don't don't match.
In episode three of the Talketer Podcast, Natalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss how colors and images influence brand. Watch and listen to the clip right here:
Nick Andrews :
We were talking a little bit about graphics and images and logos at the beginning of the call and one company that to me has very iconic coloring specifically is T Mobile. And that like pink magenta color is his insight instantly recognize that.
And I think it was about a year or so ago, at&t came out with a new brand for a lower end consumer and they were using pink and T Mobile sued them because it was too close to the T Mobile pink and there was a lot of uproar on the internet. How could you sue someone just for using the color pink? But I was I was siding with T Mobile on that I thought they were right into pursue that.
So in terms of branding and color, specifically, it to me it feels like it would just cost a lot of money and take a lot of time to create that association between a company and a color. Like how does that happen?
Natalie Zensius :
Yes, it does take a lot of money and time and big brands like ups, something of ups Brown, for example, of course, the mobile is another one with the with that magenta will actually get patents for their colors. And so they will, you know, they really try to protect.
Well, actually the patent or trademark or maybe the same thing, but at any rate, they will try to put some legal constraints around their colors so that if anybody else is using it, you know, in their category, it's cutting too close to that to their sort of, you know, their area where they're playing in their sandbox, they're definitely going to take steps to try and protect it.
And that, you know, it goes back to this idea of the human brain is looking for ways to make connections. And we have lazy brains. I think I read Cornell University said that our brains make 35,000 decisions a day, like sort of, sort of well conscious and unconscious decisions, right. And so it's our brain is a computer and it's constantly looking to try and be more efficient. And so we're looking for patterns, we're looking for things that we can connect to looking for things that, you know, allow us to recall things a little bit more easily and that flip over into the sort of more unconscious way of making decisions.
So if you know if we can remember something more easily, if it's if it if it sticks out in our brain more easily in our minds more easily. Those are things that you know, are going to come up for us as something that you know, sticks in our mind. And so, brand strategists know that they know this basic human psychology and so they design. You know, a brand's identity around these basic principles, one of which is color.
So you know, again, if I was to show you the UPS logo, even without the words ups on it, I can guarantee that you would be able to tell me that it was ups, one because of the color. And two, because that symbol that they have is very distinct. And very memorable. very recognizable. You see it every day on trucks, you know, driving by ups trucks, especially now, right?
They're bringing stuff to houses. Even more so during this health crisis that we're in so yeah, so it's it is something that is well worth investing in. And I know it's, it's something that a lot of people when they're thinking about branding, that's the first thing that they think about, oh, it's a logo, it's a color. You know, it's a tagline. And yeah, those are all definitely, definitely part of what we call the identity of your brand.
In episode three of the Talketer Podcast, Natalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss how brick and mortar consumers impact brand. Watch and listen to the clip right here:
Nick Andrews :
I'm thinking about consumer brands like brick and mortar retail. When I walk into a Walmart versus when I walk into, say, a high end luxury goods store, that experience is very different from the employees to the shoppers. How much do the actual consumers inside of a brick and retail store impact the brand?
In episode three of the Talketer Podcast, Natalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss employees as brand ambassadors. Watch and listen to the clip right here:
Nick Andrews :
So what about the individual employees of a company? I've never been told by any company that I've worked for, you know, Nick, you're a brand ambassador. Your behavior is a reflection of the brand. I mean, that's obvious when you when you read the news and you see someone who's misbehaving at a company that impacts the brand negatively. So from from a branding perspective, how important is it that the all the employees are on board and at what point at what stage during their employee journey they need to be? I don't want to use the word indoctrinated, but educated on how they should be a brand ambassador.
In episode three of the Talketer Podcast, Natalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss the importance of trust to a financial services brand. Watch and listen to the clip right here:
Nick Andrews :
So, as a consumer, one of the most important things for me is specific to the financial services industry is trust. Thinking about banks, for example, and about six months ago, I think it was Capital One got hacked. It was an inside job, it turns out, but nevertheless, when a bank gets hacked, that's a loss of trust.
