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From Spinning Wheels to Solid Foundations: Balance Brand Cohesion with Evolution
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In this episode, host Tracie Patterson welcomes Kristin Lawton from the District Brand Bar, an expert in marketing and branding strategies. The discussion centers around the importance of creating solid business foundations to achieve a cohesive brand identity while allowing for evolution and flexibility. Kristin shares actionable advice on defining voice, choosing visuals, and maintaining consistency to build trust and familiarity with your audience. They also explore strategies for brand cohesion across various platforms and methods for leveraging AI tools like ChatGPT to define brand elements. The session aims to empower business owners, especially those transitioning from corporate roles or managing multiple passions, to navigate the online space effectively and hit their revenue goals.
00:00 Introduction to Branding and Business Foundations
01:05 Meet Kristin Lawton: Branding Expert
01:36 Balancing Business Foundations and Evolution
02:15 Creating a Cohesive Brand Identity
05:35 Defining Your Brand Voice and Personality
07:59 Using AI to Enhance Your Brand
10:25 Consistency Across Platforms
14:06 Personalizing Your Brand Elements
19:31 Evolving Your Brand Without Losing Identity
23:14 Finding Your Brand's Through Line
23:31 Streamlining and Simplifying Your Marketing
24:00 Understanding Your Audience's Journey
24:26 Consistency and Cohesiveness in Marketing
24:52 Illustrating Cohesive Marketing with Examples
27:33 The Importance of Visual Connection
28:34 Branding vs. Brand: Clarifying the Difference
29:37 Building Familiarity and Trust
31:10 The Role of Consistency in Branding
36:45 Avoiding Branding Overwhelm
39:22 Connecting with Kristin for Brand Audits
41:03 Final Thoughts and Gratitude
A free tool or two from our host and guest:
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CREDITS
Music ColourfulSounds
Podcast Editor Maia McLachlan
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