EP 271: Brand-Building Is More Important Than Ever

Mar 26, 2020 | Branding, Podcast

Tara McMullin is a writer, podcaster, and producer who explores what it takes to navigate the 21st-century economy with your humanity intact. Click here to support this work.

People are still spending money.

It’s a message I’ve shared over and over again over the last 2 weeks. Not everyone is spending money… and not everyone has the money to spend. But plenty of people are still investing in goods and services that will make their lives and businesses better.

And along those lines, my friend Mark Butler shared some great insight with his audience last week after investing in a program–even in the midst of our current economic situation.

He said that, even when times are tough, when we need help, we’ll invest with the people & businesses that we trust.

Who do we trust? Well, they’re the people–the brands–that have made a lasting impact on us over the years. They’re the people and companies that have made an effort to connect with us, that share our values, that represent what we want to see more of in the world.

I’m Tara McMullin and you’re listening to What Works–the show that transcends the hype to bring you stories of what’s really working for small business owners today.

Yes, people are still spending money and they’re spending it with brands they like and trust.

This weekend, I spent money at my local brewery because I want to support them as they try to keep their workers employed. I spent money at a local cafe. And I spent money at Whole Foods, which might be a big corporation but one that does a helluva lot of good for its workers and our local economy.

These brands are really important to me. They represent my home, my friends, and the world that I want to live in. I value their presence and I want to see them thrive.

They’ve worked hard to build brands that truly connect with people.

The small business owners we support at The What Works Network are doing the same. We asked 4 of them to share how they approach brand-building and what they’ve done to create a genuine connection between how they show up and the people they care about.

Now, I want to let you know that each of these contributions was recorded before the outbreak had fully hit North America. But I think sharing them with you and inviting you to think about how you want to approach your own brand-building is more important than ever.

You’ll hear from Layla Pomper from Process-Driven, Lou Blaser from Second Breaks, Julie O’Hara from Hearts & Brains Consulting, and Margy Thomas from ScholarShape.

Let’s get into it!

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