Episode #9 In the Mind of the Beholder: Brand, Beyond the Logo with Leigh Nunn

00:48 What is a brand? 04:25 The challenge of defining brand 05:52 Understanding customers 06:33 Intersection of brand and values 09:28 Researching target audience 10:58 Building the Cupalo brand 14:25 Shift towards personal branding 17:11 Building a Personal Brand 18:11 Infusing personality into a brand 22:38 Differentiating personal brand from marketing 24:04 Navigating the pressure of self-promotion 24:45 Authenticity and Self-Promotion 27:29 Trial and Error in Content Creation 29:42 Being the Guide vs. the Hero In this episode of Cupalo Conversations, Leigh Nunn, founder of Brandish, a brand and marketing services company, delves into the intricate concept of branding, exploring both corporate and personal branding dynamics. Leigh emphasizes that a brand extends beyond mere visual identifiers like logos or color schemes. Instead, it encapsulates the nuanced feelings and perceptions that customers associate with a business or individual. While businesses can influence these perceptions, the ultimate construction of a brand occurs within the minds of the audience. Grounded in the principle that "nobody cares about what you do. They care about what you can do for them," Leigh introduces the hero plot structure to illustrate this concept. Using the archetype of Luke Skywalker and Obi-Wan Kenobi from Star Wars, he elucidates how customers should be positioned as the heroes in their own narratives, with the brand assuming the role of the guiding mentor. In the context of branding and marketing, Leigh underscores the importance of aligning the brand's offerings with the customer's needs and desires. By adopting the role of the guide, businesses can effectively assist customers in navigating their journey, overcoming obstacles, and achieving their desired outcomes. Overall, this episode offers profound insights into branding strategies, authentic storytelling techniques, and the pivotal role of customer-centric approaches in building enduring and successful brands. Connect with Lauren Hannon Sign up for "Cupalo Newsletter" (Lauren's email newsletter): https://cupalo.substack.com/ Follow Lauren on LinkedIn: https://www.linkedin.com/in/hannonlauren/ Check out Cupalo's website: https://cupalo.io/