Episode 15: The elements of branding with Johanna Pino

In this episode of Pebble Presents, I talk with Johanna Pino, brand strategist, graphic designer, author, and instructor, about how to successfully brand a product or business. We discuss Johanna’s career journey, the four stages of successful branding, and what can get you to a sound design strategy (as well as the importance of implementation). This episode isn’t about one designer’s preferences. It’s about what’s possible when you apply a reliable method of brand work, so the investment has tangible impact. If you work in marketing, branding, or create assets and communications that use your company’s brand, this is for you!Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies. Johanna Pino is a brand strategist, graphic designer, author, and instructor. She has been creating strategy, identity, and strategic communication for startups and Fortune 100s, across industries for 30 years. Her passion is in creating functional beauty that solves problems and makes the world better.Welcome to Pebble Presents.- - - - - - - - -Like this episode of Pebble Presents? Share it with colleagues & friends! Apple Podcasts and Spotify to rate/review/subscribe to the show.PebbleStrategy.com. You can also find us on LinkedIn and Instagram.Thanks for listening!ReferencesThe Elements of Branding by Johanna D. PinoJohanna Pino on LinkedInJohanna Pino BrandingWhat Color is Your Parachute by Richard N. Bolles (referenced)Show Notes 0:28 - Emelia introduces Johanna and today's focus2:40 -  Johanna traces her unlikely path to branding6:34 - Johanna on family influence — and why blazing her own trail was the only option8:02 - Johanna explains why she wrote The Elements of Branding — and what she wanted it to do differently14:11 - Johanna breaks down the 4 stages of branding and why each matters17:27 - Johanna on navigating conflicting stakeholder opinions19:11 - Johanna on external audience research, customer opinion, visual equities — and how she applies each23:41 - Johanna shares how to present discovery so client teams can align for strategy26:13 - Johanna talks through phase lengths, design process, and team structure on the client side for decision-making34:53 - When to lock design direction and why implementation needs as much planning as the design42:54 - Johanna's advice for business leaders to set their branding process up for success44:24 - Emelia leads Johanna through our lightning round51:48  - Emelia wraps up the episodeEpisode CreditsExecutive Produced & Hosted by Emelia RallapalliProduced by Stephanie Watanabe Edited & Post Produced by Erin ZimmermanArtwork & Design by Liisa Turan-Walters