How to Fix Backwards Branding (Sassy Brand Strategy that Works) - Teacher : Jason Vana
06/20/24 • 44 min
In this episode, Jason Vana, brand and content strategist, discusses the critical importance of brand strategy for businesses. He outlines how perceptions of a brand are built through various touchpoints like policies, contracts, physical locations, and more. Vanna emphasizes that many companies approach marketing backwards by focusing on products before understanding target audiences. He explains the role of brand in driving content creation, sales, and long-term success. Vanna also highlights the differences between brand strategists and brand marketers, using real-world examples to illustrate how effective brand strategy can influence offers, operations, and even company policies. The session concludes with a conversation on the significance of knowing one's ideal customers and the unique value they bring to the market.
00:00 Understanding Brand Perception
01:31 Introduction to Jason Vanna
02:20 The Importance of Brand Strategy
03:47 Challenges in Marketing and Content Creation
05:23 Defining Ideal Customers
09:55 Balancing Short-term and Long-term Strategies
14:22 The Power of Brand Over Advertising
19:54 Knowing Your Ideal Customers
21:48 The Value of Premium Ad Space
23:12 Is It Ever Too Late for Brand Strategy?
26:04 Understanding What a Brand Really Is
28:03 The Role of Brand Strategy in Business
34:31 The Importance of a Unique Offer
37:59 Brand Strategy vs. Brand Marketing
40:48 Wrapping Up and Next Steps
Jason Vana is our Teacher.
Connect with Jason:
Linkedin: https://www.linkedin.com/in/jasonvana/
SPOTIFY
https://open.spotify.com/show/1oRjO5e0HJCrnHXwLIXusl
Subscribe to the Useful Content Newsletter
https://sendfox.com/jumabannister
Submit your Questions!
https://jumabannister.formaloo.me/questions
Thanks for listening.
Produced by Relate Studios:
www.relatestudios.com
Music by Relate Studios
Host: Juma Bannister
Connect with me on Linkedin and follow me on X (Twitter)
Linkedin: https://www.linkedin.com/in/jumabannister
X (Twitter): https://twitter.com/jumabannister
In this episode, Jason Vana, brand and content strategist, discusses the critical importance of brand strategy for businesses. He outlines how perceptions of a brand are built through various touchpoints like policies, contracts, physical locations, and more. Vanna emphasizes that many companies approach marketing backwards by focusing on products before understanding target audiences. He explains the role of brand in driving content creation, sales, and long-term success. Vanna also highlights the differences between brand strategists and brand marketers, using real-world examples to illustrate how effective brand strategy can influence offers, operations, and even company policies. The session concludes with a conversation on the significance of knowing one's ideal customers and the unique value they bring to the market.
00:00 Understanding Brand Perception
01:31 Introduction to Jason Vanna
02:20 The Importance of Brand Strategy
03:47 Challenges in Marketing and Content Creation
05:23 Defining Ideal Customers
09:55 Balancing Short-term and Long-term Strategies
14:22 The Power of Brand Over Advertising
19:54 Knowing Your Ideal Customers
21:48 The Value of Premium Ad Space
23:12 Is It Ever Too Late for Brand Strategy?
26:04 Understanding What a Brand Really Is
28:03 The Role of Brand Strategy in Business
34:31 The Importance of a Unique Offer
37:59 Brand Strategy vs. Brand Marketing
40:48 Wrapping Up and Next Steps
Jason Vana is our Teacher.
Connect with Jason:
Linkedin: https://www.linkedin.com/in/jasonvana/
SPOTIFY
https://open.spotify.com/show/1oRjO5e0HJCrnHXwLIXusl
Subscribe to the Useful Content Newsletter
https://sendfox.com/jumabannister
Submit your Questions!
https://jumabannister.formaloo.me/questions
Thanks for listening.
Produced by Relate Studios:
www.relatestudios.com
Music by Relate Studios
Host: Juma Bannister
Connect with me on Linkedin and follow me on X (Twitter)
Linkedin: https://www.linkedin.com/in/jumabannister
X (Twitter): https://twitter.com/jumabannister
Previous Episode
Content Repurposing Without Copy and Pasting - Teacher: Masooma Memon
In this episode of the Useful Content Podcast, Juma welcomes Masooma Memon, a B2B SaaS content marketer, known for her work with companies like Vimeo, Hotjar, Shopify, and Calendly. They discuss the importance of creating nuanced and customer-focused product-led content. Masuma shares her insights on content repurposing, emphasizing the need for strategic adaptation rather than simple copy-pasting to fit different platforms and audience expectations. The conversation covers techniques for identifying content gaps, the benefits of repurposing, balancing call-to-actions, and integrating different types of content in a cohesive strategy. Masuma also talks about her shift from Twitter to LinkedIn and how she's leveraged content repurposing to build her presence on new platforms.
00:00 Welcome and Introduction to Masooma Memon
01:34 Challenges in SaaS Content Writing
02:38 The Importance of Non-Salesy Product-Led Content
03:19 Effective Content Repurposing Strategies
03:43 Avoiding Copy-Paste in Content Repurposing
06:15 Benefits of Strategic Content Repurposing
08:27 Steps to Start Content Repurposing
10:14 Identifying Gaps and Generating Ideas
14:00 Repurposing Content for Different Platforms
15:47 Evolving Content with Changing Trends
20:58 Balancing Sales and Trust in Content
22:06 Effective Use of Call to Actions
25:38 Empowering Clients for Success
25:56 Relevance and Consistency in Content
26:46 Handling Client Pushback
28:43 Repurposing Long-Form Content
30:46 Efficiency in Content Creation
33:22 Testing and Prioritizing Content
34:18 Final Tips on Content Repurposing
41:30 Connecting and Networking on LinkedIn
Masooma Memon is our Teacher.
Connect with Masooma:
Linkedin: https://www.linkedin.com/in/masooma-memon/
SPOTIFY
https://open.spotify.com/show/1oRjO5e0HJCrnHXwLIXusl
Subscribe to the Useful Content Newsletter
https://sendfox.com/jumabannister
Submit your Questions!
https://jumabannister.formaloo.me/questions
Thanks for listening.
Produced by Relate Studios:
www.relatestudios.com
Music by Relate Studios
Host: Juma Bannister
Connect with me on Linkedin and follow me on X (Twitter)
Linkedin: https://www.linkedin.com/in/jumabannister
X (Twitter): https://twitter.com/jumabannister
Next Episode
Removing the Fluff from Differentiation (What it really takes to stand out) - Teacher: Jason Vana
In this second part of the discussion on brand strategy, Juma and Jason delve into the importance of differentiation for businesses. Jason highlights common pitfalls to avoid, such as defining differentiation based on aspects that competitors can easily replicate or striving to be overly revolutionary. He introduces the concept of 'onlyness' and emphasizes the value of identifying unique features that competitors can't or won't offer. They provide real-world examples, including a recruitment agency and a comms strategy firm, to illustrate successful differentiation. Jason also offers practical advice on how companies can test their differentiation by comparing their marketing language with that of competitors. The episode concludes with insights on the necessity of external help in identifying and honing a company's unique qualities.
00:00 Introduction and Episode Overview
01:05 Defining Differentiation
01:17 Common Misconceptions About Differentiation
02:16 Examples of Effective Differentiation
04:53 The Importance of Unique Selling Points
10:13 Balancing Differentiation and Familiarity
12:45 Challenges in Creating Differentiation
19:08 The Role of External Help in Differentiation
24:05 Conclusion and Contact Information
Jason Vana is our Teacher.
Connect with Jason:
Linkedin: https://www.linkedin.com/in/jasonvana/
SPOTIFY
https://open.spotify.com/show/1oRjO5e0HJCrnHXwLIXusl
Subscribe to the Useful Content Newsletter
https://sendfox.com/jumabannister
Submit your Questions!
https://jumabannister.formaloo.me/questions
Thanks for listening.
Produced by Relate Studios:
www.relatestudios.com
Music by Relate Studios
Host: Juma Bannister
Connect with me on Linkedin and follow me on X (Twitter)
Linkedin: https://www.linkedin.com/in/jumabannister
X (Twitter): https://twitter.com/jumabannister
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