Simple Pin Podcast: "What Does It Really Mean When We Say 'Branding'?"
Host: Kate Ahl
Guest: Katie Trant, Foodie Brand Lab
Release Date: December 11, 2024
Introduction to Branding
In this enlightening episode of the Simple Pin Podcast, host Kate Ahl welcomes Katie Trant from Foodie Brand Lab to delve deep into the concept of branding. The conversation aims to demystify what branding truly entails beyond the superficial elements often associated with it, such as logos and color schemes.
Kate Ahl [00:00]: "What is branding? It's a term that we throw around quite often...I have been doing a lot of things that I just kind of go about my day doing...But I want to step back, reevaluate, and say, are these the things we still care about? Is this what we want our brand to be?"
Kate expresses her desire to reassess her own brand, highlighting the importance of intentional branding even for established businesses.
Defining Branding Beyond the Basics
Katie Trant offers her expertise to broaden the understanding of branding, emphasizing that it's more than just visual elements.
Katie Trant [05:08]: "Branding is the act of applying an identity to something... It’s not just your visual identity or your logo. Brand is a complex ecosystem comprised of many things."
Katie stresses that branding encompasses purpose, position, values, and personality, making it a multifaceted construct vital for any business's success.
The Importance of Branding for Small Businesses
The discussion transitions to the significance of branding for small business owners, especially those who might be starting with a hobby or passion project.
Katie Trant [07:54]: "Because of [changes in the industry], if you know who you are as a brand, you’re going to be much better equipped to navigate this really uncertain territory."
Katie highlights how a strong brand acts as a compass, guiding businesses through fluctuating markets and algorithm changes, particularly in the digital space.
Building a Brand Compass: The Brand Platform Framework
Katie introduces her "brand platform," a framework consisting of four key elements essential for defining a brand's identity.
- Brand Purpose: Why your brand exists.
- Brand Position: Where your brand exists in the market.
- Brand Values: What your brand stands for.
- Brand Personality: How your brand behaves and communicates.
Katie Trant [09:53]: "Your brand values... are a compass that help you navigate a lot of decision making in your business."
She explains how each component plays a pivotal role in shaping and maintaining a coherent brand identity across various channels.
Adapting Branding Strategies Over Time
Kate and Katie discuss the necessity for seasoned creators to revisit and possibly revise their branding strategies to stay relevant amidst changing trends and platforms.
Katie Trant [12:19]: "Even if you have a business that's been around for a long time...you might need help looking at...what do I want the world to see when I present my brand?"
Katie underscores the importance of periodically reassessing one's brand to ensure it aligns with current business goals and market dynamics.
Navigating Multiple Brand Personalities Across Platforms
The conversation explores the challenge of maintaining a consistent brand voice across different social media platforms, each with its unique audience and interaction style.
Katie Trant [14:39]: "I describe that as like, I have my...office Persona...gym Persona... And I think that the way our brands interact with all those different channels...is very similar."
Katie likens managing multiple brand personas to how individuals adjust their behavior in various real-life settings, emphasizing the need for adaptability while maintaining core brand values.
Managing Brand Perception and Consistency
Kate brings up the example of Nordstrom’s exceptional customer service to discuss how brands can shape and control customer perceptions.
Katie Trant [17:01]: "How people actually feel when we interact with a brand is completely out of their control. What we can do is our best to help shape those perceptions and be really, really consistent about providing that experience."
Katie acknowledges that while complete control over brand perception isn't possible, consistency in delivering brand values can significantly influence customer experiences.
The Role of Internal and External Branding Elements
The duo delves into which parts of branding should be internal versus external, highlighting that not all brand elements need to be publicly displayed.
Katie Trant [20:31]: "Most of it is for you, yourself, the business owner...Some parts like mission statements might be consumer-facing, but a lot of it serves as your internal compass."
This distinction helps businesses focus their branding efforts effectively, ensuring that internal guidelines steer all outward communications and actions.
Introducing Foodie Brand Lab: Empowering Creators
Katie shares the origin story of Foodie Brand Lab, emphasizing her mission to make professional branding accessible to all creators, not just those in the food niche.
Katie Trant [30:10]: "Foodie Brand Lab was born from my mastermind group of food bloggers...I was able to streamline the brand strategy process and create a framework to work within."
She explains how Foodie Brand Lab offers various services, from self-paced courses to done-for-you branding solutions, tailored to different needs and budgets.
Expanding Branding Beyond Niches
The discussion touches on the misconception that effective branding requires a narrow niche, arguing instead that a strong personal brand can transcend specific categories.
Katie Trant [25:25]: "Brand is higher up. It ranks higher than niche... Some of the biggest bloggers out there are super broad in general because their brand is very powerful."
Katie encourages creators to focus on building a robust brand foundation that can adapt and thrive beyond transient trends and specific niches.
Conclusion: Embracing Intentional Branding
As the episode wraps up, both Kate and Katie emphasize the transformative power of intentional branding. Kate reflects on her own journey and acknowledges the value of revisiting and refining her brand to align with her current business goals.
Kate Ahl [38:24]: "It's very appealing to me...to go back and re-center again on who Simple Pin Media is going into the next 10 years...find that this could be a really cathartic and amazing challenge to grow their business to the next level."
Katie reinforces the importance of starting with a solid brand strategy before undertaking any design or implementation efforts, ensuring that all subsequent actions are grounded in a well-defined brand identity.
Connect with Katie Trant
For listeners interested in elevating their brand, Katie invites them to explore Foodie Brand Lab:
- Instagram: @FoodieBrandLab
- Blog: Hey Nutrition Lady
- Website: FoodieBrandLab.com
This episode serves as a comprehensive guide for both new and seasoned business owners to understand and implement effective branding strategies. By emphasizing the foundational elements of a brand and the importance of consistency and adaptability, Kate and Katie provide invaluable insights for anyone looking to establish or refine their brand identity in today's dynamic market.