I thought this was just an interview of the Be On Show.
This show.
That's a great question.
But let me tell you this, it's actually both.
So essentially what it is,
is our podcast is booked out for a few months now.
Right?
So if you could after,
I'm gonna ask you a few questions here
and if everything goes well,
I'll send you the link to Be On the show.
But while that show actually comes out,
we're gonna use this segment to pull out some clips
and like small clippings and some questions
to get your audience excited.
So that you can like, hey, tell people,
hey, I'm gonna come on this show, it's awesome.
That's my vision.
And these are some of the highlights from that show, right?
And you can use that to like tell your own people
or get them more excited.
It's essentially you're getting two podcasts
in once and hopefully you have a great experience.
That's my whole job here today.
Okay.
I'm glad I asked the question.
I'm just gonna change the mic then
because the mic I'm using is really just the mic here
off my Apple headset.
I've got a proper mic here.
So I'm just gonna turn it on.
That's awesome.
There we go.
Is that better?
It sounds as great to me.
Great.
Sounds great.
I have this funny facial hair growing on my face right now.
We have a water shortage here,
Calgary, Alberta, and there's a water shortage.
So we're not to consume too much water.
So that's why I'm growing this sort of beard,
I guess it is.
But-
It looks great on you.
In the show, I will not have it.
That's great.
Whatever works for you, but it looks great on you.
So where, you said you're in Alberta,
Alberta, Canada right now or Calgary, Canada right now?
Yep.
Just off the Rocky Mountains.
Okay.
Where are you?
Where are you originally from?
Warren Rays, Vancouver Island.
Do you know where that is?
I do.
It's in somewhere in Canada.
It's right off of Vancouver.
So it's the furthest West you can go in Canada.
Okay.
It's just North of Seattle.
Oh, okay.
That makes more sense.
Okay.
I guess I can picture where it's at.
That's awesome.
That is awesome.
I grew up there,
worked in Toronto for a number of years in advertising
and then moved to Calgary.
Okay.
That's amazing.
That is amazing.
So Kim, I'm just gonna go over some of the questions
with you, ask you about four or five questions.
And if everything goes well, I'll send you the link.
And if we have time,
I'll also go over our distribution plan with you,
get you situation there.
And if you have any questions, let me know.
And I'll work with you this whole time
to make sure everything has more impact
for you and for our audience.
Does this sound fair to you, Kim?
Absolutely.
Perfect.
So Kim, tell me about your vision.
My vision of what I'm trying to accomplish?
Yeah, your vision.
So I'm an author.
I have a day job and I have this job
that I'm writing books about branding.
In my day job, I'm the vice president of communications
for a Fortune 500 company here in Canada.
So it's a busy job.
I've written one book so far
and I'm ready to publish a second book on branding.
I am passionate about what a brand is
and how do you get a brand?
I think there's lots of misunderstanding
of what branding is today.
People keep talking about everyone has to be a brand.
I'm not convinced that everybody has to be a brand.
And a brand is something that is very unique
and somewhat complicated.
So I don't know if we all have to be a brand.
It's kind of like talking to a box of cereal.
And I don't think we all have to be a box of cereal.
Okay, that's amazing thought.
So tell me where did this vision come from of you
about branding and wanting to build or make
or not make brands?
So I've been working with brands for about three decades.
I've worked, as I said earlier to you,
I worked in the advertising industry.
I work for a brand that is one of the top 100 brands
in the world.
I've seen brands falter.
I've helped brands try to succeed and some have not.
And so for me, it's understanding what is it
that makes a brand.
And to me, you gotta come up with a clear definition
of what a brand is.
And my definition, I'm kind of paraphrasing a great quote
from Maya Angelou, which is a brand isn't about
what it says or does, but how it makes its customers feel.
So it is about a feeling.
That's what a brand is.
And that feeling resides with those people
that consume that brand.
Doesn't stop you from making all the touch points,
create that feeling, but that feeling exists
within the customer, not with the brand itself.
So how do you build a brand?
There's, it's like, how do you create a human being?
Same thing, it's very complex.
There's things you can control
and there's things that you can't control.
Interesting, that's an amazing point.
I've never thought about it that way.
That's a great insight.
So would you say that that's your why as well?
Yes, so my why is to try and educate people
when they say they wanna be a brand,
really understand what is it you're trying to achieve.
Today, I hear so many people talk
about the tactics of branding.
And we're now using, because we have social media,
we have digital abilities to broadcast.
We've all now been trained or told we have to be a brand.
And that's all they're actually telling you
is they want you to put content out there.
And I can be cynical and say that,
is this driven by social media?
Because for them to exist, we have to create content.
That is true.
So they want the best content as possible.
So I keep hearing to build your brand,
your personal brand, guess what?
You've gotta have a presence in social.
And I'm going, it's bigger than that.
If you actually do, if you are the product
or the service, first most important element for a brand
is you've gotta have something that you're selling.
It's some transaction between the thing that you have,
the product and a customer.
Outside of that, it becomes a relationship.
And relationship, I have relationships every day.
I have people that I know today
that are very close friends.
I have associates.
Those aren't transactions.
Those are just relationships.
A brand has to have a transaction.
Otherwise the definition has to change.
And you can't compare yourself to a box of cereal.
But I can compare all the attributes of a box of cereal
and how to build that brand.
I build it through what I call the five Cs of branding.
And that is about consistency, about content.
It's about community and it's about construct
and it's about commitment.
So if you want to build a brand because you are consultant,
you're trying to sell your services,
you're trying to sell your ideas,
but yeah, you should probably think about building a brand.
But you don't understand, you have to give up
some of your personality, some of the things that you,
because otherwise people get, they can't understand.
We are complex, people are complex.
So if I show my full self, that's not a brand.
A brand is about a box.
And I keep using the cereal box
because I think it's a really good example
of a finite aspect of a brand.
Because to be consistent, you have to live consistently
with the attributes and the things
that you are offering consistently.
That is well put.
Not a lot of people will talk about this.
They won't even tell you
because they're trying to sell you.
Even like I work in the digital marketing world myself,
but not a lot of people will go and tell you that,
hey, like, yes, you got to post content, all these things.
And there's this aspect to which you just mentioned.
And yeah, I think that's a very profound, Kim.
Thanks for sharing that.
Well, that goes on to my next question.
It just goes along with what you're talking about.
So what is your goal for being on the show then, Kim?
So my goal is to pass on some of my knowledge.
About 30 years I've been working on brands and branding.
I mean, if somebody had told me the definition
that I just explained to you
when I was working in advertising, I had to learn.
I had to learn and figure it out.
And understanding that ownership is with the consumer.
And that's all about a feeling.
I would have done quite a few of the executions
that I did over the years quite differently.
And so what I'm trying to communicate
and what I'm trying to achieve here
is really just passing on that knowledge to others
to understand, first of all, what are you trying to achieve?
I just read just now somebody on LinkedIn
who was talking about the importance of putting out content
to build your personal brand because it's really important.
And I'm going, where's the strategy?
Everyone talks tactics.
You need a podcast, you need to do this.
You need to go write this.
You need to post this every day.
You need to do this.
And I'm going, but what's the purpose?
If your target audience,
if you figured out your target audience, your community,
I call it your community, and it's 100 people,
I don't need social media to contact 100 people.
I can interact with those 100
without even going to social media.
So define what is it that you're trying to achieve?
And to me, that starts way before the why.
It's actually, what is it that you're trying to achieve?
What are you selling? And who do you think wants to buy?
So all I'm trying to do is pass on this knowledge
that I have and allow people to ask questions
or at least start thinking about it differently,
or at least start thinking about it
from a strategic standpoint.
So that goes, what I'm thinking about is how,
that supposedly someone's audience is,
let's say Fortune 500 companies,
or like top CEOs of Fortune 500 companies,
they're not gonna be doing whatever they're doing
and posting stuff for the other million people out there.
And if they want to reach,
if they wanna reach those people,
they can just directly get in contact
or try to follow people around them
or try to get contact directly, which makes sense.
So, I mean, Tesla, Musk,
and which one's the brand?
Okay, they're both brands.
A lot of corporations, we don't know the CEO,
and we probably don't need to know the CEO.
The brand speaks for itself.
If there are some brands that require the CEO
to be part of the conversation,
and those are dictated not necessarily by themselves,
but could be by their customers.
They want to see, sorry, I usually have this turned off.
Sorry about that.
There are some brands out there that expect the CEO
to have a dialogue with the audience as well.
But in those law cases, they don't need the CEO.
There are other brands that are built synonymous
with the CEO.
They were the founders.
They're the ones that had the vision.
They're the ones that built it from nothing to something.
And the hard part is when you start separating that person
from the brand that you are interacting with,
and sometimes it fails.
Sometimes those people leave, somebody else comes in,
and they don't understand what the brand actually stands for.
Like Apple.
Which makes sense, which makes sense.
That's amazing.
Thanks for sharing that, Tim, Kim.
No problem.
Yeah, some reason I keep calling you Tim.
It's all right.
It's more complicated than that,
because in my day job, I'm known as Derek.
So if you go to my LinkedIn, it says Derek Kim.
My first name is Kim.
My author name is Kim.
That's how I'm trying to separate my day job
to my night job, is by using the two different names.
So Tim, Kim, Derek, doesn't matter.
That's amazing.
Thank you, thank you.
Okay, so this is my next question for you,
and you cannot answer it or answer it
whatever way you feel like.
Why do leaders or some leaders
hide from funding their vision?
Why do leaders hide from funding their vision?
What does funding mean?
Are you meaning just financially,
or are you meaning by having a focus on it?
I wanna say both,
whichever way you will feel like answering it.
So I will look at it from a point of view
of it not necessarily being from a financial perspective,
because they have to have a vision.
And I'm not sure they hide from focusing on it.
I think there's some that just get distracted,
and they get distracted or they don't have a vision.
So if one, if you don't have a vision,
a lot of entrepreneurs, they wanna sell their product.
They think that's their vision.
And when you're struggling, guess what?
That's the only way you're going to survive
is by selling your product.
So you have to forego the bigger picture
to survive at the beginning.
And so that's why when you ever see any brands,
you go back in time.
I've studied a whole bunch of brands.
My first book is called Branding Queens,
and it's about 20 entrepreneurial women who built brands.
And there's each, there's a story in this book
on how they built their brand.
And I can tell you, if you ask them
if they had a vision at the beginning,
their vision was selling their product.
Now, they were mission driven in many cases,
and they were caring brands at the beginning
because they understood their customers.
But vision didn't really come clear
until you start seeing the big picture.
And when you start able to start replicating your success,
and that's where the consistency comes in,
over time, you can start now understanding
the bigger picture of what you're trying to do.
Oh, I forgot, let's, oh, I've forgotten her name now.
Sorry.
My name Harry.
Oh, no, no, I'm sorry.
I'm just thinking of one of the women in my book.
I wanted to mention her, and that is,
where is her name here?
Elizabeth Arden.
Elizabeth Arden, Elizabeth Arden,
Elizabeth Arden said, I don't sell facial cream.
I sell a jar of, I don't sell cosmetics.
I sell hope for a better life.
Now, I don't think that's what she thought
when she sold her first jar of facial cream.
But what she became to understand was the bigger picture.
And once you have that vision,
you now allow the brand to navigate into the future,
because if you don't have a vision,
it's gonna go all over the place.
And that's going back to the question
of why some leaders hide from funding their vision,
is because they probably don't know what is their vision.
And if it's so tactical,
and a lot of cases it is very tactical, their vision,
it will change because tactics change, trends change,
people's preference change, lots of things change.
But if you have a bigger vision,
then all that generally, that'd be always the case,
that's the case.
But generally, you can ride above them,
and you can see where you need to go,
because your vision is big enough.
That, yeah, that is true.
That goes into my next question,
which is I think you kind of answered that,
but for our segments,
I wanna make sure we get it in a separate segment,
because that'll be the sixth segment,
I think that will come out,
is how do leaders can lean into funding their vision?
So they have to have one and clearly articulate it.
And not only do they have to articulate what I call,
vision is really important.
I kind of like to say, what is your promise?
Because promise is far more easier for people to understand,
because we all make promises.
I don't think we all talk about making visions,
but we all do talk about making promises.
And promises are not only to your customer,
but it's all to your employees, to your stakeholders.
So there's always promises
to a whole bunch of different people,
to get to your vision.
So funding to me is about committing to it
and making sure everyone else is committed to it,
in particular your employees.
If they don't understand what it is,
one person isn't gonna drive it.
And I don't care if that's the most senior person,
if no one else believes it or understands it,
and it has no ability of surviving and sustaining
and growing.
So you mentioned that our employees
need to understand their vision as well,
so that they can essentially walk on the same trajectory
as we want the company to go.
But how would an employee get out of that mindset?
Okay, this is not my brand, it's someone else's brand,
and I'm just working for that person in that case.
How would you communicate that to someone?
So I'll give you an example.
Ritz-Carlton, their vision, their mission,
and we can argue mission and vision,
is they have ladies and gentlemen
serving ladies and gentlemen.
What they're communicating is that their employees
who will be polite, courteous, and respectful
to ensure that their customers,
who they will treat like ladies and gentlemen,
will have an experience, none other.
A fabulous experience.
Now to top that off, they allow each of their employees
funds to ensure that if a customer has a situation,
they can solve it right there.
They don't have to go to their manager,
they have a budget, and I'm trying to remember how much,
I think it's $1,500 or $1,000,
or $1,000 to solve a problem.
So customer comes to them, I have the situation,
my dress is torn, whatever, it's burnt, whatever.
The person that answers the door
can actually solve the problem, help solve the problem.
And so what I'm trying to explain here is the vision
is about that extremely successful service,
but also an experience, a rewarding experience
that people will actually go away
and they're gonna talk about probably for quite a long time
because they made the experience for them.
And it wasn't the senior people that made that experience.
It's every person because every person in that business
has the authority and power to make it successful
for their guests.
Simple, very simple.
But without the employees buy-in to this vision,
it wouldn't work.
Yes, correct.
Thanks for sharing that.
All right, I think that concludes our segment
for the podcast.
I just wanna go over some distribution strategies with you
just to make sure everything is great.
So we have these group of actually other podcasters
that are in our network.
Would you like me to introduce you to them
and send them your way?
Or you can just try to be on their show if you like.
They're like some of the people we have edited basically
and they're great podcasts.
Okay.
I thought it was gonna be Jackson.
Yes, but this is other people that we know
they run their own podcast that we can introduce you to.
So you can expand your network of podcasters.
Oh, okay, yeah, sure.
Perfect, I'll send it to you.
And we'll announce your,
we come up with teasers,
but you can see all that like Facebook, Instagram, LinkedIn.
You can distribute it to like 11 major platforms.
That's what our show goes to as well.
And these are some of the podcasters
that we introduce you to if you're into that.
And we also ask you if you want to,
you can promote us as well.
I do that.
Yeah, and if you have other people
with great vision like yourself,
we would love for them to be on our show
and we can talk about that with them as well.
So that'd be amazing.
So let's go over, so Kim, you have this great vision, right?
So for my audience, for our audience to see your vision,
do you have some phrases that they can look up
that when they click on them,
they can take, go to a certain page
that will show them certain things that you have done
or achieved or something you're talking about,
like newsletters, probably a website or a book link
or certain things that you basically sell,
do you have those?
Yeah.
Perfect.
In our world, it's called long tail and short tail keywords.
I'm not sure if you're aware or not,
but that's the best way I can put it
for a great experience for our audience.
So is this, let me see if I can, okay, perfect.
Is this your website right here, right?
Yeah.
Branding, okay, perfect.
Now do you have any newsletters or something?
No, this is my blog.
As you can see, I'm not a regular poster,
but I do post a lot of,
there's a lot of articles here on branding and brand stories.
So I would say that would be one, rosdiba.com.
Branding Queens, which is my book that's currently out,
and my new book that will be published this fall,
which is called Loyalnomics, and it has its own website.
Okay, that's awesome.
But Loyalnomics, if you just Google Loyalnomics,
you'll find it.
If you Google Branding Queens, you'll find Branding Queens.
Those are the two sort of key.
You said Loyalnomics?
Yeah.
L-O-Y-A-L-N-O-M-I-C-S.
Yeah, so is this the first link right here?
No, it's all one word, sorry.
So there you go.
It should be the first one.
This one?
No, go down.
Go down underneath Amazon.
Next one.
There you go.
Upcoming release.
Awesome.
So do you, let me ask you this question.
Do you work on your website yourself,
or do you have someone who works it for you?
I do it myself.
Okay, I'm guessing you're using WordPress right here, right?
This one here, no.
The other one is WordPress.
This one is, I forgot what it's called.
Well, I can see the, actually,
let me show you, show this tab.
It starts with this.
This one's WordPress here, yes.
Okay, because I can see that.
Okay, perfect.
And I'm guessing the other one,
you're just using probably a template builder or something?
Yeah.
Okay.
Okay, that's awesome.
So we wanna make sure that you send us those keywords
and the links to the things.
That would be amazing.
You can just reach out to our team and send them that.
That'd be great.
Also, there is some free resources,
and there's some links we have sent you
before the pre-show started, right?
I'll say, look into those resource.
We have given you some amazing resource
that will help you with this part of looking
and all those new that are set up.
Like some of the things you probably don't even have to do.
But there's a lot of things we, not for everyone,
but a lot of things we take care of for our people
with great visions and the people
that have same values as us, per se.
So look into those resources and see what you need,
and our team can be on top of that with you.
So you can focus on your book instead of,
you know what I mean, the technical component.
Perfect.
Let me go ahead and send you our confirmation.
Okay, so you should, and I wanna make sure
I sent you the right email.
Is this the email right here, if I highlight it?
Yep.
K-I-M, okay, perfect.
Yep.
And you have a US number, even in Canada.
Is that your number, correct?
Yeah, that's correct.
That's Alberta.
Oh, I did not know Alberta had a plus one.
Yep.
That's amazing, I did not know that.
That's something new I learned today.
North America.
Oh, North America.
Okay, well, that's good to know.
Yeah, we're the same.
That's amazing.
And then I'm also gonna send you the VIP intro
of our podcasters.
Was this just from Eric, just now?
Does this work?
No, this is...
No, it should have come from Mission Pro.
So that's where you can go in and actually select a date
for the podcast.
We are booked out for a long time.
Yep.
So just wanna make sure that you get it on there.
And we wanna also work on your, basically the website
and those newsletters before that,
we're gonna make sure because our audience,
or specifically your audience,
like if they see your vision, it's amazing, right?
They're gonna click on it.
They wanna also have that first class experience.
So we will help you build that if you need our help.
If you don't, that's fine, you can do it yourself.
But if you need our help,
please feel free to reach out to us.
We will absolutely help you if you need to.
Okay, and I'm gonna also send you another...
I cannot find the link.
Okay, so I'm sending you another email
where Jackson specifically says,
not to invest in Facebook ads anymore,
unless you're willing to watch that whole video.
It's an amazing video.
It'll probably give you a good insight
and you probably won't be able to look at Facebook ads
again the same way.
Yeah, so I don't.
Yeah, yeah, so like, yeah.
I do Amazon ads, but I don't do Facebook.
Oh, it'll change your mind.
But that's amazing.
Thank you for all that you shared today with me, Kim.
It was amazing, it was enlightening for me.
And the podcast-
I'm happy to hear that.
Yeah, the podcast with Jackson
will be a hundred times more better than this.
Where you will actually be immersed
in the whole vision process.
He's a pro in that, I'm very new.
As you can see, I forgot to move that.
I didn't realize that my stuff was there.
I'm setting up my office room in here.
So it's been, yeah, it's amazing.
Nice.
Yeah, so do you have any questions for me?
No. Before we close,
anything you'd like me to address or something,
I'm hoping you got those emails.
If you did not receive those emails,
I sent you approved the VIPs from the Facebook ads
distribution, that's three emails
you should have gone from us.
Not from my personal email,
but it should have come from the company email,
I'm pretty sure.
So if you do not, you reach out to us
or you can just email me back on that email
and we'll take care of that, okay?
All right, yeah, I'm just looking at it now.
I don't see anything that's come through,
but it may take a while.
It might take a few minutes,
but if it does not, you send us an email about it
or send me an email about it
and I'll put you in touch and make sure
you get those emails.
Okay, I'm gonna write your name down, Harry.
Yep. Great.
Perfect, thank you so much, Kim.
You have a wonderful rest of your day.
Yeah, same to you.
Bye bye.