Episode 03: How to Launch a Branding Project

In this episode of Educated Spaghetti: Marketing Ideas that Stick, Lise Anne Schwartz talks with Paul Zimmerman, head of Public Relations and Communication at Michelman Robinson, about the whys, whens and hows of taking the leap into a branding project. They discuss the key ingredients in creating a strong message that resonates with clients, and how to activate it before and after launch. Plus, Paul shares his favorite resource and secret sauce for successful brand building.In this episode:  (00:00) What a brand actually is—and what it's not (03:52) Why professional services firms overlook branding as a business imperative (05:50) Finding the right time to launch a brand project (09:30) Why Paul partnered with an agency (Right Hat) (16:55) Uncovering "Strategy First" as the core differentiator (20:56) Paul's advice: do it right the first time and partner with experts About the Host Lise Anne Schwartz is an experienced brand strategist and writer known for creating authentic, original work that audiences remember. With 20 years in professional services marketing, she brings a unique blend of perspectives as a former lawyer, journalist, copywriter, and pastry chef. Her strong focus on storytelling and user-driven communications, combined with skills in surfacing key insights from stakeholder and audience interviews, makes her exceptional at bringing complex ideas to life. Having conducted over 100 buyer interviews and earned degrees from Northwestern University and Columbia Law School, Lise Anne regularly writes on professional marketing topics.About Right Hat Right Hat is a marketing and design partner driven by curiosity, courage, and optimism to help clients take their communications to new heights. Specializing in communicating the value of complex, intangible offerings like professional services, education, and tech solutions, they serve as brand strategists, website designers, creators of sales tools, and extensions of in-house teams. Through deep industry knowledge and determination to push past the ordinary, Right Hat combines design, content, and digital strategies to bring powerful brands to life with fresh ideas that help clients stand out in crowded markets. Resources Paul Zimmerman LinkedIn Michelman RobinsonLise Anne Schwartz LinkedInRighthat.com