WMTW 100: Ted Matthews Author and Co-founder of Instinct Brand Equity Coaches [Podcast]
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“Brand – It ain’t the logo, it’s what people think of you.” Ted Matthews (Tweet this)
In this episode I talk to Ted Matthews about everything branding.
Show-notes:
Key points
- Ted is the co-founder of Instinct Brand Equity Coaches and is also the author of the bestselling book Brand: It ain’t the logo* (*It’s what people think of you).
- Your Brand is what people think of you and your business, be it good or bad.
- Discipline is essential in creating a brand – get everybody to have the same vision.
- Branding should come and start from the top (CEO level).
- A “Positioning Statement” is essential, create one and stick with it.
- One rule for brand building is consistency.
- Here are some questions to ask Clients, Suppliers and Employees when building a brand;
- Can you say in one word what the brand means to you?
- If there is one thing that this company could do to make it better, what would it be?
- Can you tell me about the competitors and the one word you would use for them?
- Is there anything you are surprised I did not ask you?
- You need a remarkable product in order to create a brand.
People mentioned
Links mentioned
- Instinct Brand Equity Coaches
- Brand: It ain’t the logo* (*It’s what people think of you)
- Built to Sell: Creating a Business That Can Thrive Without You
- Finish Big: How Great Entrepreneurs Exit Their Companies on Top
Another great resource
The future of Brand Experience (BX) by Kevan Lee
Get in touch with Ted
- Email him at Tedm[at]instinctbrandequity.com
- Go to this website Instinct Brand Equity
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