How to Fix Backwards Branding (Sassy Brand Strategy that Works) - Teacher : Jason Vana

Brand is the perception I have about you. And that perception is built from the policies, your contracts you put in place, the proposals you send. It's the cold emails that get sent out.  I like to use this example. If you have a physical location, How full are the garbage cans when I walk into your office, because if I see that your garbage cans are overflowing, what it tells me back of my mind, this is all subconscious, but back of the mind, it tells me if you can't even manage taking garbage cans out, how are you going to manage 100, 000 project from me?  This is Jason Vana, a brand and content strategist who has created content that drove revenue and positioned brands as the premium choice in their industry. even before social media existed. His clients typically see a 20 percent or more increase in their revenue after they implement his strategies. and in this episode of useful content, we talk with him about brand strategy and how to fix your backwards branding. And what happens is a lot of companies, they build backward. They build an offer or a product. Then they look and say, who can we sell this to? It's backwards.  Why you might be wasting money, running ads.  Imagine spending 100, 000 advertising and making no money from it. But that like most companies, especially small businesses, they're spending money doing stuff that if they had a brand strategy, they would immediately know that's actually not going to work for us.  And he shares with us two critical questions we must be able to answer. If we want any hope of creating useful content. you're not going to create content that really connects with people if you, one, don't know  who it is you're And two, why they should work, want to And most businesses can't answer those two questions.  and this is part one of two episodes of Jason. Part two comes next week, but today. Let's make useful content.  Hello and welcome to useful content. And today we have a brand new teacher. In our useful content classroom, Jason Vanna. Hi, Jason. Hey, really excited to be here this morning. It's good to have you on. Uh, I have been following your content for a while now and I can, I could safely say I probably have downloading more PDFs from you. And any other creator, I will library of a folder that should be labeled Jason right now, but it isn't, uh, everything you could possibly learn about brand strategy is in that folder, which is, is really, really great. So it's great to have you on. And it's good that you could come on to share some of your insights with, uh, the small business owners will be listening to this. So Jason, could you please tell us what you do and how you help your clients make useful content? Yeah. So I'm actually a brand brand and content strategist. So I run a brand positioning agency called shift. And basically what we do is we work with small to medium sized businesses to help them determine what's their unique value. Kind of answering the question, why should an ideal customer buy from them? When they can go on Google and find their competitors within two seconds. So what's that unique value? And then how do you live that unique value out throughout the company and marketing sales operations, um, product, everything that the company does. And so, because we do brand strategy, A lot of our clients, the, the way to extend their brand into the, in front of the right people is through content. And so we also do that content component, helping our clients like dominate on LinkedIn or really any kind of content for a lot of clients we'll do like, um, we'll take podcasts like this and. Make them into, uh, like bite sized pieces, blog posts, email...