How branding goes beyond visual components to create connection with Kes Nielson, Founder of BRAAAND

Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, is joined by Kes Nielson, a branding expert and Founder of BRAAAND. They discuss the importance of branding in e-commerce. Kes emphasizes that branding extends beyond logos and color palettes, focusing on creating emotional connections with customers to drive long-term loyalty and revenue. She highlights that effective branding can increase revenue by 20-23% and improve customer retention. Kes also discusses the significance of branding in societal issues, citing a campaign for Fight Against Domestic Violence (FADV) that aims to raise awareness and empower victims. She stresses the importance of uniqueness and intentionality in branding strategies. Episode Timestamps: 2:24 Kess's Background and Branding Philosophy 5:25 The Importance of Branding in Customer Experience 8:24 Challenges and Opportunities in Branding 8:39 The Role of Emotional Intelligence in Branding 37:08 The Impact of Branding on Societal Issues 43:39 Collaborations and Partnerships 48:19 The Future of Branding in Ecommerce