Brand-Led

We’re back with another Brands We Love. This week, we’re talking recreation wear, with a focus on the brand Outdoor Voices.

You don’t want to miss:

• The big idea Outdoor Voices shares and how it’s helping them stand out in the highly competitive activewear market.
• Why messages of small, easy wins can help you tap into new audiences.
• How Outdoor Voices use their unique narrative to guide their entire business, from the products they sell, through to their visuals and even their team building exercises. 

Links and resources:

• Find out more about Outdoor Voices on their website or on instagram
• Follow us on Instagram: @baker_creative @brand.led and @self_made.studio
• For more visit bakercreative.com.au and self-made.studio
• Work with us

Have you ever bought a product or service that you would hands down recommend to anyone that asked? We’re willing to bet there’s something about your favourite hairdresser, skincare brand, physio, yoga instructor or builder that breaks the norms in their space. That do something unexpected, that you really love.

THIS WEEK WE DISCUSS:

• How brands create contrast between their brand and everyone else in their market
• How you can stand out by breaking the norms in your space

If you feel like your brand is a replica of everyone else in your space and you want to create a truly stand out brand, you won’t want to miss this episode.

LINKS & RESOURCES

• Follow us on Instagram: @baker_creative @brand.led and @self_made.studio
• For more visit bakercreative.com.au and self-made.studio
• Work with us

Make sure you subscribe so you don’t miss out on any future episodes. And, if you enjoyed this episode, we'd really appreciate it if you could give us a 5 rating so we can help more people build an incomparable brand!

Brands We Love is a segment dedicated to learning from brands who stand out in their space. This week we’re taking a look at Aussie dog food company, Scratch, who won us (and our pooch) over with their down-to-earth, customer-centric brand.


WE DISCUSS HOW SCRATCH:

• Tells a stand-out origin story
• Leans into a core archetype to personify their brand 
• Used their personality attributes to create a distinctive voice and visuals
• Creates delightful, personalised experiences for their customers

LINKS & RESOURCES

• Find Scratch on their website or on instagram
• Use the code REFHFUBQCAE8B at checkout for $20 off your first box of Scratch
• Follow us on Instagram: @baker_creative @brand.led and @self_made.studio
• For more visit bakercreative.com.au and self-made.studio
• Work with us

It’s never been easier to start promoting yourself online. The hard part is knowing where to focus your attention and what to say to make your message cut through and stick in people’s minds. All of us have limited time, resources and money. So, we need to allocate it to the tasks that are going to help us hit our business goals.

But too often people’s marketing strategies involve a cycle of consuming other people’s content, copying what they are doing and giving up when it doesn’t work immediately. 

If you’re feeling like you can’t keep up with the content monster, if you’re struggling to be everywhere, or if you just want to simplify your marketing approach, today’s episode is for you.

YOU DON'T WANT TO MISS

• Why having brand clarity will help you decide where to focus your marketing and separate opportunities from distractions
• The three components of any good brand strategy and how you can start using them to be more intentional with your marketing

LINKS & RESOURCES

• Follow us on Instagram: @baker_creative @brand.led and @self_made.studio
• For more visit bakercreative.com.au and self-made.studio
• Work with us

Make sure you subscribe so you don’t miss out on any future episodes. And, if you enjoyed this episode, we'd really appreciate it if you could give us a 5 rating so we can help more people build an incomparable brand!

Let’s face it, branding can feel fluffy, intangible and abstract at times. Which is why we love looking at practical examples of branding in action, because it grounds theory and concepts in reality. Brands We Love is one of our favourite segments (and yours), because there’s so much we can learn from brands who are doing a great job at standing out in their space. Today’s brand is Heaps Normal, an Australian non-alcoholic beer.

WE DISCUSS

• How Heaps Normal have created a differentiated message, even amongst the giant beer brands like Heineken and Carlton.
• Trends that have played a role in the adoption of Heaps Normal and their product. 
• How Heaps Normal have used their brand strategy to build a summery, nostalgic, Australian-inspired visual identity.

LINKS & RESOURCES

• Learn more about Heaps Normal, follow @heapsnormal or find a stockist (for y'know, research purposes)
• Follow us on Instagram: @baker_creative @brand.led and @self_made.studio
• Find out more about Baker Creative and our services at bakercreative.com.au
• Find out more about Self-Made and our DIY shop at self-made.studio
• Work with us

Make sure you subscribe so you don’t miss out on any future episodes. 

And, if you enjoyed this episode, we’d be so grateful if you showed your support by giving us a 5 star rating. It only takes a minute and it will help other people find our podcast.

When someone asks “what you do?”, do you have a good answer? One that is memorable and doesn’t feel sleazy? One that’s easy to understand and invites a conversation? Most of us aren’t very good at talking about what we do. We’re usually too close to it. Or we don’t have the right words. Or, we’re afraid we’ll come across as too salesy. But, if people don’t get what you do, there’s no way they’ll be able to remember or recommend you to their friends.

So, if you don’t have a good answer to ‘what do you do?’ and you want to be able to wave goodbye to awkward, stilted, long-winded answers, FOREVER, today’s episode of Brand-Led is a must-listen.

WE DISCUSS:

Why the ‘what you do’ conversation is a branding conversation and your answer really matters. 

Our simple 2 part formula for telling people what you do, that you can use when chatting to people, and in your social media bios.

The big mistakes people make when using this formula and tips for avoiding those traps.

LINKS & RESOURCES:

• Follow us on Instagram: @baker_creative @brand.led and @self_made.studio
• For more visit bakercreative.com.au and self-made.studio
• Work with us

Make sure you subscribe so you don’t miss out on any future episodes. And, if you enjoyed this episode, share it with your business bestie so you can both level up your branding together.

Happy new year everyone —‘tis the season of new beginnings and if you’re thinking of building a new website in 2022, you won’t want to miss this episode.⁣
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Having clarity in what you want to build, who it’s for and why you’re building it is an essential part of the website design process, and yet, it’s the part most people skip.⁣
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But without a website plan, you’re either:⁣
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1. Taking a wild guess, adding content to the page and crossing your fingers and toes that it will connect with your audience⁣
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2. Or ‘getting inspired’ by other people’s websites, copying ideas or content without really knowing why it’s there.⁣
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And, we know from personal experience that both of these approaches result in a website that does little to help you stand out and grow your business.⁣
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TUNE IN TO LEARN⁣
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- 7 big questions you need to answer about your website before you do anything else. ⁣
- The affordable tool we created to help you plan your new website like a pro.⁣
- Lisa’s nightmare web design experience as a client and what she wishes she knew about building a website back then.⁣
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LINKS & RESOURCES⁣
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- Get the Website Launch Plan⁣
- Follow us on Instagram: @baker_creative @brand.led and @self_made.studio
- For more visit bakercreative.com.au and self-made.studio
- Work with us⁣
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Make sure you subscribe so you don’t miss out on any future episodes. And, if you enjoyed this episode, share it with someone who’s building their website in 2022.

Where does branding end and marketing begin? The line can be a blurry one. And with so many people defining these terms differently, it’s no surprise some business owners are confused about what they should be spending time on. In this week’s episode, we’re untangling these terms to help you decide where to focus in 2022 and beyond.

IN THIS EPISODE:

How we define brand, branding and marketing and an example to explain the difference

Do you actually need to define your brand before you begin marketing?

Should new businesses begin with branding or marketing?

How your brand affects your marketing strategy

Our thoughts on the idea that brand is fixed and marketing is changing

And lots more!

This is our last episode for 2021, but we’ll be back in 2022 to help you build an incomparable brand!

LINK AND RESOURCES

• Follow us on Instagram: @baker_creative
• For more visit bakercreative.com.au

If you’re getting people to your website or store, but they aren’t turning into sales, it’s possible you have a value perception problem. In other words? People aren’t convinced that the value they’ll get will be worth the money they’ll pay. Today’s episode will give you a helpful reframe to fix that!

YOU DON'T WANT TO MISS:

The two paths to standing out and making a sale

The approach fuelling brands like IKEA, Costco, Kmart and Bunnings

Differentiating based on product or service features or benefits

Using your brand to stand out, including examples from Tesla and Go-To

LINKS AND RESOURCES:

Follow us on Instagram: @baker_creative

For more visit bakercreative.com.au

Brands We Love: Go-To Skincare

Book a Discovery Call

Make sure you hit subscribe so you don’t miss out on any future episodes.

Thanks for listening!

This is part two of our episodes on brand personality, where we’re sharing why this is an unmissable part of your strategy if you want to stand out in your space and attract the right customers to your business.

WE UNPACK
Descriptions and examples for the last six of twelve brand personality archetypes—The Regular Citizen, The Jester, The Lover, The Caregiver, The Leader and The Creator

Why Lisa used to be resistant to using archetypes and the reason she changed her mind

How your personality can evolve over time

Why you don’t need to pick just one archetype for your brand

How you can uncover your personality with us in our brand workshops

LINKS AND RESOURCES
Follow us on Instagram: @baker_creative
For more visit bakercreative.com.au/services

Make sure you’re subscribed so you don’t miss episodes as they drop every Monday.

You may have heard of brand personality before, but how do you actually define it? Is it as simple as choosing some attributes? And do you really even need one? In this first of two episodes on brand personality, we’re sharing why this is an unmissable part of your strategy. 

WE UNPACK

What brand personality is and why it’s an important piece in defining your brand voice and 
visuals.

How the personality you choose will determine the customers you attract.

What brand personality archetypes are and why they’re helpful

Descriptions and examples for the first six of twelve brand personality archetypes—The 
Innocent, The Explorer, The Sage, The Hero, The Rebel and The Magician

LINKS & RESOURCES

Follow us on Instagram: @baker_creative
For more visit bakercreative.com.au

Make sure you’re subscribed so you don’t miss out on part two!

In this episode, we’re talking branding budgets, and how you can work out yours. Many people aren’t sure what they ‘should’ spend on their branding. And, it makes sense, because branding is not something you invest in everyday. 

The truth is, the value you place on your branding may be wildly different to the next business. And as you may have already figured out, every branding studio will charge different rates. 

So, instead of asking ‘how much should I pay?’, in this episode we’re helping you work out what branding is worth to your business.

WE REVEAL

Our easy, 4-step formula for setting a budget for your branding project (or any business expense)

Some of the tangible and intangible benefits of branding and how to assign a monetary value to them.

Why setting a ballpark budget puts you in control as you evaluate branding suppliers

LINKS & RESOURCES

Download Choosing a Branding Team the Ultimate Guide: https://www.bakercreative.com.au/resources/choosing-branding-team

Follow us on Instagram: @baker_creative

For more visit bakercreative.com.au

Make sure you hit SUBSCRIBE so you don’t miss out on any future episodes.

And, if you enjoyed this episode, we would love you to leave a rating and a review. Thank you! 

Choosing a team to help you with your branding project can be big decision. Every studio has a slightly different process and deliverables, which can make it difficult to compare quotes. That's why, in the latest episode of the Brand-Led podcast, we're highlighting 5 factors you need to consider when choosing your branding team.

You don’t want to miss:

• What to look for in an agency’s portfolio
• The problem with looking for project examples from your industry, and what to look for instead
•  What to look for in a brand strategy session
• The hidden costs of branding and what additional costs to factor in
• Why a lack of project momentum can cost you money and how to avoid project delays
• And lots more!

This segment unpacks a current consumer trend and how to use it as part of your brand strategy. In this episode, we look at the idea of self care—what it is, why it’s become a big topic of conversation and how brands are using this idea to sell us new products for our new rituals.

We discuss:

• What self care is and explore reasons why it’s spiked in popularity over the past 5 years. 
• Three ways brands are framing self care—as an instrument for optimisation, a way to find pause in a busy day and as a prevention tool.
• How you can build your big idea around the self care movement

Links and resources:

• Follow us on Instagram: @baker_creative
• Brands mentioned: Snooze, Lululemon, Gwyneth Paltrow, Moon Juice, Hims, Normal, Dame, Twice

Make sure you subscribe so you don’t miss out on any future episodes.

And, if you enjoyed this episode, we would love you to leave a rating and a review. Thank you! 

Your brand lives inside your customer’s mind. So if you’re building a brand, it only makes sense to start with a clear picture of your audience’s hopes and challenges. That’s why your next branding project should begin with customer research. Today, we discuss four ways you can start learning more about your ideal audience and dispel the myth that customer research is not only for big brands with big budgets.

We discuss:

• The best time to start collecting customer research
• The problem with relying on your knowledge of your audience, instead of real data
• 4 different ways to start collecting customer research, including one method you can use if you don’t have an audience yet.

There is so much we can learn simply by following and analysing successful brands. Today, we look to health and wellness brand Ritual for inspiration.

Your brand’s big idea is your take on what your customer deserves to be, do or have. It’s a belief that challenges the way things are currently done and creates new rules for everyone. It’s a new lens through which you want people to see the world. In this episode, we’re diving into the concept of a Big Idea—what it is, why it’s beneficial and steps to uncovering yours.

Being brand-led has a host of benefits—it can make your business more resilient, help you separate opportunities from distractions and give you a competitive edge.

Every business has a brand. Many are branded. But fewer are brand-led. Do you know which category you fall into? In this episode we’re unpacking what it means to be brand-led and why more and more businesses are making the switch.