What Great Brands Do: Build Your Brand From the Inside Out | Denise Lee Yohn

Send us Fan MailGreat brands are not built by logos, websites or advertising alone.They are built from the inside out—through the culture, values and everyday decisions that shape how customers experience the company.In this episode, Peter Boolkah speaks with brand and culture expert Denise Lee Yohn, author of What Great Brands Do and FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies.Recorded at the Scaling Up Summit in Atlanta, the conversation explores why brand and company culture cannot be treated as separate initiatives.You’ll discover:Why culture is one of a leader’s most important responsibilitiesThe difference between brand and company cultureWhy must the purpose go beyond simply making moneyHow core values should guide both internal and external decisionsWhy strong cultures attract better-matched employees and customersHow brand and culture can create differentiation and pricing powerWhy small businesses need these foundations before they begin scalingWhat Richard Branson and Virgin demonstrate about values-led leadershipPeter also shares what he witnessed during a week on Necker Island: a business where the founder’s behaviour, the employee experience and the customer-facing brand all reinforced one another.This has a direct connection to founder dependency. If the company’s purpose, values and customer promise exist only inside the founder’s head, the founder must remain involved in every decision. When those principles become part of the culture, the team has a framework for making the right decisions without constantly returning to the owner.Learn more about Denise Lee Yohn:https://deniseleeyohn.comLearn more about Peter Boolkah and The Hamster Wheel Trap®:https://www.boolkah.comCONNECT WITH PETER BOOLKAHWebsite: https://www.boolkah.comLinkedIn: https://www.linkedin.com/in/boolkahInstagram: https://www.instagram.com/pboolkah/Facebook: https://www.facebook.com/BoolkahX: https://twitter.com/boolkahABOUT PETER BOOLKAHPeter Boolkah is a business coach, author and speaker who has spent more than 20 years helping business owners build stronger, more valuable businesses that do not depend on them for everything.He is the creator of The Hamster Wheel Trap® and author of Your Business Sucks: Build a Business That Works Without Destroying Your Life.Peter works with founders and leadership teams on the issues that ultimately determine whether a business creates freedom or becomes another job: leadership, founder dependency, people, profit, execution, scaling, exit readiness and enterprise value.His approach is direct, practical and built around one simple question:Do you own the business, or does the business own you?Learn more at https://www.boolkah.com