Brian Lischer

There are 2 sides to every successful business: 1. A solid customer base 2. A solid team There are also 2 sides to every successful BRAND: 1. A strong customer brand 2. A strong employer brand Building a better team starts with improving your employer brand.

Great brands are equal parts science and art: The science? Things like research, strategy, and logic 🔬 The art? Creativity, design, and emotion 🎨 The brands you’ve never heard of? They’re the ones who thought they could do one part without the other.

Your brand is one of your business’s most valuable assets. But many people couldn’t actually define “brand” if you asked them to. If you’ve ever found yourself wondering “Just what is a brand, anyway?” this blog post is for you. hubs.la/Q02HjlQD0

Your brand's number one threat isn't the competition. It isn't an uncertain economy. Or the rise of AI. Your brand's number one threat: A lack of focus. A focused brand is a relevant brand. And relevant brands are successful brands.

5 habits that are killing your brand: 1. Assuming you know what customers want. 2. Not auditing your competitors. 3. Failing to differentiate your messaging. 4. Focusing on features instead of benefits. 5. Losing focus and chasing trends.

5 branding books every marketer should read: 1. “Designing Brand Identity” by Alina Wheeler 2. “The Brand Gap” by Marty Neumeier 3. “Start with Why” by Simon Sinek 4. “Positioning” by Al Ries and Jack Trout 5. “The 22 Immutable Laws of Branding” by Al Ries and Laura Ries

What most employers think company culture is: • Ping pong tables 🏓 • Bean bag chairs 🪑 • Free pizza 🍕 What company culture *actually* is: • Clearly defining your core values 🧭 • Communicating them across your organization 📣 • Using them to drive hiring and firing 👨‍💻

Famous last words: "Our products are so good, they don't need branding."

New customers are great. Repeat customers are better. But the best customer? The one who tells their friends about you. Great brands transform: New Customers ➡️ Repeat Customers ➡️ Brand Ambassadors

A strong brand can be transformational: It can transform a product into an experience. A company into a community. And a customer into a lifelong advocate. How has branding transformed your business?

Learn how brand architecture can bring clarity to your business, helping you market, sell, and grow more efficiently. ignyte.io/3Yaqd3K

Sorry but your brand’s ideal customer can’t be “everyone” 🌎 Successful brands are focused brands 🔎 Identify the customer with a problem your brand is uniquely suited to solve 🎯 Ask them what keeps them up at night Then work like hell to the brand they can’t live without 😍

Building a business ≠ Building a brand A business is the products or services you sell. A brand is the way people feel about those things. Want to grow your business? Start by improving your brand.

Great brands start with great stories. And great stories have 3 basic ingredients: 1. Conflict (Identify your customer's central challenge) 2. Resolution (Provide a unique solution) 3. Emotion (Frame the solution in terms of emotions, not facts) What's your brand's story?

Branding isn't about being the best at something. It's about being the most relevant. When your customer goes to make a purchase, is it *your* brand that comes to mind? Or is it the other guy's? That's the true test of a brand.

The most important thing to know about branding is simple: People don’t make decisions based on facts. We make them based on emotions. Want to build a better brand? Appeal your to customers’ hearts. Before you appeal to their heads.

Brands aren't meant to last forever. Just as your customers' needs change. Your brand should change as well. Think about how different the market is today. Versus just a few years ago. Now think about your brand. Has it changed along with it?

How to fail as a brand: 1. Break your brand promise 😠 2. Become irrelevant in customers' minds 🥱 3. Do the same thing as the other guy 👯 4. Don't adapt 🦕 5. Chase trends🏃 Trust, relevance, differentiation, agility, authenticity. 5 qualities that make or break a brand.

Powerful branding isn’t about the hard sell. It’s about being human and relatable. The best way to make your brand human and relatable? With an authentic brand personality. In this blog post, we take a look at the power of brand personality. hubs.la/Q02DCm-D0

Brand awareness isn’t a binary state. It’s an evolution. Here’s how brand awareness evolves: 1. “I’ve never heard of that brand” 2. “That brand looks familiar” 3. “I remember that brand” 4. “Where can I find that brand?” What are you doing to move your customers from 1 to 4?