You have a great idea. You have a great team. You have superb processes and resources to set your business plans into motion…. but then, it’s time to discuss branding. This where many entrepreneurs with innovative ideas get stuck. Branding influences our lives as consumers of goods and services and the difference between great branding and bad branding impacts the viability of businesses. On yesterday’s What Women Want Talk Radio broadcast, we had guests Joan Pelzer and Paula Conway on to unpack how branding impacts businesses large and small.
Joan Pelzer of Joan Pelzer Media provides dynamic social media consulting in New York City. With years of experience in navigating the often-tumultuous social media landscape, Joan emphasizes communicating with authenticity—finding what’s truthful for you. Joan’s enthusiasm and passion for her work is evident and this guides her branding choices for herself and those she helps. Joan says, “I’m living my brand.” Joan, Judy and I took on the topic of live streaming video on social media, and how to leverage it to benefit your brand.
Paula Conway, head of Astonish Media Group, a strategic media company, has years of experience helping brand her clients in hyper-competitive New York City. She puts it very simply and directly, “Branding is quite literally everything.” Many smaller companies don’t understand what their own brand is and may not have invested the time or the resources to clarify their brand identity. Paula, as a branding expert, talks about how she branded her own company and how the power of the word “astonish” sets client expectations and her expectations of her employees.
I think one of the most important things that came out of this conversation is that communication happens on many levels. Branding is more than coming up with a catchy slogan. It’s more than a logo. Branding extends to how we communicate and how we meet expectations, and hopefully, exceed them.