In this episode of Scaling New Heights Leadership, host Nick Sellers both celebrates the milestone of the 51st episode and speaks with brand expert Giles Etherington.
They dive deep into the core concept of brand versus branding, underscoring the crucial distinction between the visual elements and the emotional connection customers have with favoured brands.
Giles elaborates on the importance of mindset, values, and the emotional engagement essential for a brand’s success. He shares insights from his nearly 20 years of experience helping small companies look, feel and act like big brands, including the significance of understanding and aligning with ideal clients.
He employs tools like the GC Index for maintaining brand energy, and focuses on challenges and strategies for small business branding.
Giles also introduces the brand mindset quiz he created, designed to help business owners improve their brand’s impact.
The episode wraps up with practical tips for listeners on thinking about and crafting their brand effectively. Listeners are encouraged to engage with Giles' resources and continue their brand development journey.
00:00 Introduction and Milestone Celebration
00:28 Guest Introduction: Giles Etherington
01:54 Understanding Brand Mindset
04:36 Emotional Connection in Branding
06:56 Identifying Ideal Clients
12:57 Looking out from inside we fail to see what's on the label
15:25 Brand is the DNA running through your business
16:43 Brand's three C's - clarity, confidence and courage
19:09 Introducing the GC Index
23:53 The Importance of Values in Branding
30:02 Final Thoughts and Tips
33:14 Closing Remarks
Follow up with Giles using the links below:
Further information about Nick Sellers:
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