Introduction to the Podcast

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Getting off to the right start for your brand - what is ‘branding’, understanding a brand’s purpose, personality, and positioning. Key differences between a B2C and a B2B brand.

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A deeper look into understanding brand positioning including the brand’s story, the logo, and identity design, the tone and personality, key messaging, and tagline. If you lose yourself in the details, return to your North Star.

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Branding is meaning and must manifest itself in the culture of the company. Learn how to maintain brand consistency and effectively communicate your brand to different stakeholders including employees, shareholders, partners, and vendors, across a multitude of channels.

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Learn about delivering consistent brand communication across touchpoints, digital or physical. Synthesis between consumer insights and your brand. Identify opportunities to build a brand. Brand is much more than a logo – use the power of brand identity, design and brand code to stand out in a sea of sameness.

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It is important to measure how your brand is perceived by existing and prospective customers. Learn metrics and tools used for measuring brand health. Lulu also helps us understand if a brand needs a refresh. Useful references: Net Promoter Score (NPS); Elements of Value (Bain & Co.); BrandAsset, Valuator (BAV Group).

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Learn how to create line extensions without losing the consistency in brand values and messaging, while also retaining the goodwill of the mother brand. Lulu also talks to us through localization of a brand when considering other markets – what are fixed, flexible, and free elements of branding.

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Learn strategy and tactics to thwart a brand crisis. Framework and tools for coming out winning in a time of a pandemic or other crisis that puts a brand reputation in jeopardy. Starts with taking an honest approach, assess from a short and long-term perspective, admit and communicate.

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