WEBVTT

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Welcome to the Business Abundance Podcast, providing

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the tools and knowledge to help small business

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owners succeed. For additional resources, visit

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www .businessabundance .online. Welcome to the

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Business Abundance Podcast. I'm Ian, not Z. It's

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amazing. She's handed over the reins for this

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little podcast called Branding and How to Stand

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Out. In a crowd. It's been three years and you've

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been waiting for this moment. I've got radio

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voice on and everything. He looks like a two

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-year -old with so many wrinkles. He's that happy.

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I'm so excited. He's red faced. I am running

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the podcast. This could go anywhere. Probably

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not because he's got run shitty. Tell us what

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it's all about. We're talking about branding,

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which is Ian's specialty. We're not talking about

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horses with a hot stick. No, we are not. You

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put it in a fire and you singe their butts. Nope.

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We're talking about actual branding. He's waited

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for this moment for three years. He's running

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on one hour sleep and he's good to go. This is

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so good. Give us what you got. Branding, standing

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out from a crowd. So let's think about branding.

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What is a brand, Rowan? You're going to give

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me nothing. I don't know. We were just talking

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about watching a video before saying don't date

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outside out. music genre and uh vibes attracting

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your tribe kind of and i'm like what does that

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mean and then i watch the video and it's just

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a concert with this guy dressed up as a viking

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with an axe singing a song and then a whole bunch

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of crowds holding various weapons just just jumping

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yeah and i'm like yeah fair branding like yep

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you're not gonna have to explain anything no

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one's gonna give you the time of day unless they

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actually like what you do he knows his audience

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and then you said your vibe attracts your tribe

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and i'm like meh yeah makes sense yeah i've been

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in a a monomath they're a swedish metal band

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i think they're swedish pit, mosh pit type thing.

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It's like melted cheese in there? Pretty, it

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smells like melted cheese sometimes. It feels

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like it too actually because you're all mingling

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together and squealing. It's not good. Z's, she's

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utterly revolved. That's the most revolved thing

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I've seen. Z's idea of a great day out is a mosh

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pit at a monomath. But they do this thing called

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a row pit. A row pit. A row pit. There's this

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one song. Like rowing. Like rowing. As in rowing

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a boat. So everyone sits down in the mosh pit.

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Your legs, the person in front of you is kind

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of sitting. Oh, like in a conga line. Intimately

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close. A conga line, but you're straddling each

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other. As though you're in a Viking ship. And

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then it's just, row, row, and there's videos

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of it all over YouTube. You've done this? Yeah.

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There's actually, I'm in the NotFest video when

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they toured with, uh, last year, year before,

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and you can see, because I wear a bright shirt

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in a sea of black shirts, and the drone goes

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over the top and yeah, you're sitting down in

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the mud and... It's generally not mud created

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by just water which is kind of repulsive. So

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it's multi -day into the event. It's pretty full

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-on and smelly but you're all there doing your

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thing. Imagine the band like you're creating

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this and you just get to watch it. You're like

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these guys are nuts. That's weed, that's beer,

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that's sweat and they're just there in there

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growing. Same band I've seen an electric wheelchair

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go up over the top of the pit. and like gets

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to the front of the pit, security grab it and

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pull it down and the lead singer stops the show.

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My new best friend and gives him a beer. Are

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you allowed to drink and drive? It's amazing.

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What was that festival that Limp Bizkit did a

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set in Woodstock and they pretty much destroyed

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it. And it's like, I'm just thinking about five

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effects. I've never thought about this stuff

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before, but like. They obviously were enjoying

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the what was going on and then the crowd, you

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know, it's obviously pretty dangerous and terrible

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But then also they were there and they were loving

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it. Yep, and the vibratrex tribe and and they're

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like, right We all want to do the same thing

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and off we went. Is that the one where they like

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crash into each other? Oh the wall of death a

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lot of bands do that. That's different No, this

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is Woodstock. Do you want to rough a quick? What

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happened? Woodstock, they did a redo of Woodstock

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in 99ish maybe? I don't know, the original Woodstock,

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obviously, 69, Jimi Hendrix closed it out. Amazing.

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For older people. And younger people like me.

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And maybe even younger people like you, Zee,

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if you give it a chance. But yeah, I think it

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was 99 -ish. they redid Woodstock and they got

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a whole heap of bands in and it was right around

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the time of LA riots, a lot of horrible stuff

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happening in the United States and essentially

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society was a bit of a tinderbox over there and

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you book Limp Bizkit to come on, you'd already

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had Rage Against the Machine spark the crowd

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up with obviously F you, I'm not going to do

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what you told me, F you, I'm not going to do

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it and then Limp Bizkit come out. There was some

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like... underlying conditions at the concert

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too, that discontent and a few other things.

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Beer prices were through the roof. If we're talking

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fires, we're talking a tinderbox situation, there's

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a lot of contributing factors. And then they

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just sent it, didn't they? Fred Durst come out

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and said, you know what, when we play break stuff,

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this place is going to erupt. And the whole build

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up to it was him getting the crowd ready to go.

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And then, oh my God, they burn, baby burn. The

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whole thing. Yep. Yeah. It shows you what a crowd

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of people can do when you have the right conditions.

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Yeah, what they're capable of. And they're all

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feeling the same thing. And you can weaponise

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that as a brand to bring it back onto the topic.

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You can weaponise a crowd for your brand. And

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they just send it. Yeah. That's the regular place.

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And I look at all your conventional marketing

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and branding strategies that have, from the 1940s

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all the way through to now. they all kind of

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have this one thing about consistency of brand,

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stand out from the crowd, which is the point

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of this podcast. And bands do that better than

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anybody, in my opinion. Apple sort of flirted

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around the edges there in the late 80s there

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with their Think Different, Be Different campaign,

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which is one of the great ads. The PC and Mac

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thing, just have the nerdy guy with the PC and

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do you want to be a PC or a Mac? Yeah, Mac was,

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I mean... Are you a geek? Apple was disrupt the

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status quo. Why can't normal people use a computer?

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Bollocks to you were Bill Gates. But bands, especially

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sort of alternative rock bands, if you look at

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your pop bands, your Britney Spears, your Madonna's

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throughout the years, essentially that's a three

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-minute ad for an album that's now going to sell

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products. Your alternative bands that have kind

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of come up through the crowds and they've had

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to they've had to define what their vibe is to

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attract their tribe and so they that's through

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trial and error they get up on stage they do

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their thing oh the crowd like that song we'll

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play that song more that's marketing this song

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makes that pit want to sit down in god knows

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what and row a boat an imaginary boat yeah we're

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gonna play that song at every show we do That's

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marketing and branding. We're standing out from

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a crowd. We're coming for that. Lamb of God,

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another heavy band, always finished their show

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with a song called Black Label. And the thing

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with that is your wall of death. As soon as that

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drum beat starts, the whole crowd just splits

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in half. And as soon as the guitar kicks in and

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the drum changes, they run at each other. It's

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so weird. And it's just energy. a whole heap

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of people of a certain culture coming together.

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And you hear Randy, the lead singer, he's like,

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pick them up, pick them up, make sure no one

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gets hurt. But they are thumping in. Like, I've

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been far enough back, thinking I was far enough

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back of a pit. And you go, yeah, I'm good here.

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And then it splits around, you're like, ah. I'm

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not okay. I'm not safe right now. But you're

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there and you're loving it. And that's a story

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to tell. And it's a memory, not a thing. And

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that's what a brand is, essentially. It's this

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idea. You have an idea of what your business

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is, and now you're trying to not only visualise

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it, but encapsulate that in a feeling. We've

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all seen campaigns throughout our lives where

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you remember it. For my year, it was the Not

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Happy Jan, Yellow Pages. The Yellow Pages, young

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people, was a book. that you used to advertise

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in. I know what a yellow page is. I remember.

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It's not all about you, Z. Now you're getting

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old. Younger listeners on the podcast, we do

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actually need to explain this to you. Younger

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business owners who didn't get to Google everything.

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Well, us older guys didn't get to Google everything.

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You had a book. I looked up Ian's address in

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the yellow and the white pages the other day.

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He wasn't in it. Private. Yeah, Don is all asking

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me for it. Now you weren't. Sorry. Interesting.

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Just interrupt your story, which you can go back

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to. But I'm just talking about the brand and

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the things that you're talking about, the songs

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and whatnot. But it's Arnold Schwarzenegger with

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his one -liners in the movies. Yeah. Like, you

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know. And intentional. Yeah. It's like he's,

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he's, I don't really want a whole script. I just

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want some really good one -liners. And that's

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what people know him for. I'll be back. Yep.

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It's not a tumor. Yeah and that's the thing so

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like he's famous because people remember those

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those particulars and it's like how can you with

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your brand. My favourite movie of his was one

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that got panned the most by the critics the last

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action hero where he absolutely absolutely took

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the mickey out of himself the whole movie and

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it was excellent but it was too highbrow for

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the time. The intelligent movies don't seem to

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get the box office drawer, whereas if you just

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blow some stuff up and have a catchy... Roll

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a boat in some mud. Roll a boat in some mud.

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Yeah, have a bunch of people run at each other

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and try and knock each other's head off. Which

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is that feeling and capturing the simplicity

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of it. Yeah, but once you've got your tribe,

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you've got your tribe. Like there's an old band

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called Tool who release music probably once every

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10 years. And when they release an album... It

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instantly goes number one. And they do no marketing.

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But they've got their tribe. You never see them

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on anything, do you? No. They're an anti -brand

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almost. But their tribe is, oh, this is thinking

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man's music. You probably wouldn't understand.

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Yeah, and you think about pop -up stores or hidden

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cafes, we're not listed anywhere. But that creates

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the secret, the people that want to be secret.

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And there's enough people on the planet. that

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your tribe will be there. It doesn't matter what

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you do. There's enough people to buy your product

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and pick up what you're putting down, especially

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now with internet. You've got three and a half

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billion people at any given time on the internet.

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You can find your tribe. So just be yourself.

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If I could give you one advice for branding is

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be yourself. Don't try to be what you think people

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want you to be. Yeah, well, to a point. I think,

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unless you're a psychopath, don't be a psychopath.

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No, not even that. So if you're a business and

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you're who you want to be, but no one wants to

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buy that. There's no point. Find the people that

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want to buy it. Yeah, but say you can go find

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it. But you know, if you don't have a business

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model, you don't have a business model. So within

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reason, you know, yeah, be yourself. And OK,

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well, that's. we're going to build houses and

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this is how we do things. We wear pink and we

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blah, blah, blah, blah. And then no one wants

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to have a house built by a whole bunch of people

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wearing pink. Well, there's no point. What could

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we do that that brand would fit in better with?

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Yeah. You know, or we like this particular type,

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but we all want to row boats in the mud. OK,

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well, let's what are they going to be interested

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in? Exactly. I like this. I just love there's

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nothing more than I can cherish. They're just

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getting some mud. It's been there for several

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days. A whole bunch of people don't know. We

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all smell like cheese. It's definitely not cheese.

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And I'm like, what do these people love? The

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fruit. Do they want a little portable mud pit

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with a wash down bay at their house? Probably

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not. I don't know. But yeah, what do these people

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really like? And what can we build a business

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around? The interesting thing about that sort

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of crowd is it's quite diverse. So the one thing

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they all have in common is the music. But you've

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got people like me who've run a business for

00:13:01.629 --> 00:13:03.190
however many years I've run a business, I've

00:13:03.190 --> 00:13:05.309
worked in factories, I've worked all sorts of

00:13:05.309 --> 00:13:09.690
jobs, reasonably well educated. In the same room,

00:13:11.169 --> 00:13:15.590
or pit of mud, you've got the guy who all he

00:13:15.590 --> 00:13:17.610
wants to do is clock in, clock out. Or you've

00:13:17.610 --> 00:13:19.690
got the guy who's long term unemployed, he saves

00:13:19.690 --> 00:13:21.610
all his money for this one event every year.

00:13:22.149 --> 00:13:26.169
You're all the same in that one moment. It's...

00:13:26.899 --> 00:13:29.500
It's the power of a brand if ever you could see

00:13:29.500 --> 00:13:31.399
the power of a brand it's at a music festival

00:13:31.399 --> 00:13:33.360
and you know I'm banging on about it because

00:13:33.360 --> 00:13:35.779
it's one of my passions but Going back to what

00:13:35.779 --> 00:13:37.320
you're saying about the you know when you're

00:13:37.320 --> 00:13:39.179
choosing a brand you've got a you've got to like

00:13:39.179 --> 00:13:41.440
it That's that's number one definitely we've

00:13:41.440 --> 00:13:43.200
also got to find something that is enough people

00:13:43.200 --> 00:13:45.559
alike So, you know, for example with no one like

00:13:45.559 --> 00:13:47.899
to roll in the mud then probably not worth doing

00:13:47.899 --> 00:13:49.360
One of the one we're not gonna be doing things

00:13:49.360 --> 00:13:51.419
for a brand though, especially when it's a logo

00:13:51.419 --> 00:13:55.779
design You don't have to like it as a business

00:13:55.779 --> 00:13:59.370
owner And a lot of the times the best brands,

00:13:59.610 --> 00:14:01.529
the business owner actually didn't like it until

00:14:01.529 --> 00:14:06.549
it was explained to them. Guilty. Oh yeah. But

00:14:06.549 --> 00:14:11.490
it's not what you like, it's what works in a

00:14:11.490 --> 00:14:15.929
logo design. You can have the most literal depiction

00:14:15.929 --> 00:14:19.009
of what you do as a business and it's not going

00:14:19.009 --> 00:14:21.309
to work. So when we're talking about, let's just

00:14:21.309 --> 00:14:23.570
talk about a little bit finer things for the

00:14:23.570 --> 00:14:26.909
moment. So like brand, obviously we want to choose

00:14:26.909 --> 00:14:29.990
what we're about. But then as we're a new business,

00:14:30.070 --> 00:14:33.870
we're looking for a logo. What are we actually

00:14:33.870 --> 00:14:35.509
going about? Because we can get a logo for $5,

00:14:35.730 --> 00:14:39.789
we can get a logo for $10 ,000. You'll be able

00:14:39.789 --> 00:14:40.830
to tell the difference. We like pretty colours

00:14:40.830 --> 00:14:44.690
and whatever. So what's the concept behind a

00:14:44.690 --> 00:14:50.509
logo? It's essentially a visualisation of a much

00:14:50.509 --> 00:14:54.190
bigger concept. So what is your business? What

00:14:54.190 --> 00:14:57.009
do you do? Who do you do it for for me? Most

00:14:57.009 --> 00:14:59.690
important thing is why are you doing it? I can

00:14:59.690 --> 00:15:02.090
take a sentence about why you're in business

00:15:02.090 --> 00:15:06.090
and go right? Oh Now I've got some ideas for

00:15:06.090 --> 00:15:08.720
instance the business abundance logo Tell me,

00:15:08.860 --> 00:15:12.460
I've forgotten. So the Business Abundance logo,

00:15:12.639 --> 00:15:14.000
you've probably seen it if you're listening to

00:15:14.000 --> 00:15:16.879
this podcast. It's two triangles. It's a thumbnail

00:15:16.879 --> 00:15:19.200
for this episode. Oh, there you go. Yeah. Beautiful.

00:15:19.899 --> 00:15:22.860
It's two triangles. It's a concept based on the

00:15:22.860 --> 00:15:27.340
fast forward button on an old video of VCR. The

00:15:27.340 --> 00:15:30.279
second triangle, the top triangle is seven lines,

00:15:30.759 --> 00:15:33.259
which comes from Stephen Covey's seven steps

00:15:33.259 --> 00:15:36.080
for seven habits for successful people. What

00:15:36.080 --> 00:15:38.740
are they? I can't even remember. Yeah. Yeah,

00:15:38.940 --> 00:15:42.159
something, something and something. Google it.

00:15:42.700 --> 00:15:45.240
Oh, Z is on it straight away. Beautiful. But

00:15:45.240 --> 00:15:48.159
pretty popular book. Yep. I haven't read that

00:15:48.159 --> 00:15:52.139
since the 80s. Probably should reread that. Anyway,

00:15:52.419 --> 00:15:55.000
keep going with the logo. But yeah, so the colours

00:15:55.000 --> 00:15:58.460
were essentially come from yourself. You like

00:15:58.460 --> 00:16:02.440
these colours. and we had, I think I gave you

00:16:02.440 --> 00:16:04.559
three concepts to start with. They all kind of

00:16:04.559 --> 00:16:06.279
had some matter in there. I think because you

00:16:06.279 --> 00:16:07.940
had the fast forward, but you also had the play

00:16:07.940 --> 00:16:11.200
button. Yep. It stands out over the fast forward

00:16:11.200 --> 00:16:12.919
because you were like, you can pretty much just,

00:16:12.919 --> 00:16:16.279
we come in and press play, you know, where you

00:16:16.279 --> 00:16:18.940
need something, boom, we go in. Yep. And then

00:16:18.940 --> 00:16:22.840
the seven lines also, I think inverted. might

00:16:22.840 --> 00:16:25.679
have also looked kind of like a ladder and then

00:16:25.679 --> 00:16:28.000
there's something about a wi -fi it remotely

00:16:28.000 --> 00:16:31.220
resembles a relation to a wi -fi symbol so it's

00:16:31.220 --> 00:16:34.149
online and it's connectivity. been available

00:16:34.149 --> 00:16:37.210
anywhere, anytime, you know, accessible. And

00:16:37.210 --> 00:16:38.889
essentially you take one look at the logo and

00:16:38.889 --> 00:16:40.610
go, it's just two triangles. Yeah, I was talking

00:16:40.610 --> 00:16:42.190
about, oh, it's nice, but you know, and then

00:16:42.190 --> 00:16:43.889
you give me that, I'm like, well, a bit fair

00:16:43.889 --> 00:16:46.429
to thought, you know, I'm happy with that. But

00:16:46.429 --> 00:16:48.389
then it's also, so it's pretty unique to us.

00:16:48.850 --> 00:16:51.169
And then, you know, it looks, it looks, it looks

00:16:51.169 --> 00:16:53.570
good. And then if you actually think about behind

00:16:53.570 --> 00:16:57.889
it, it's, it's quite nice. And it's simple. And

00:16:57.889 --> 00:17:01.269
for me, especially now we're in an app world,

00:17:02.009 --> 00:17:05.910
sort of the late 90s, early 2000s, there was

00:17:05.910 --> 00:17:08.289
a real trend towards a lot of gradients and very

00:17:08.289 --> 00:17:10.269
complicated logos that if you zoomed out, you

00:17:10.269 --> 00:17:13.849
had no idea what was going on. And they're very

00:17:13.849 --> 00:17:16.210
dated those logos. You see a logo from the late

00:17:16.210 --> 00:17:18.930
90s, you go, oh yeah, that's a logo from the

00:17:18.930 --> 00:17:22.890
late 90s. Whereas simplicity always works. Yeah,

00:17:23.150 --> 00:17:25.650
like a night tick or whatever. And that's the

00:17:25.650 --> 00:17:28.230
bit that I guess... people don't consider, they'll

00:17:28.230 --> 00:17:30.029
look at a logo and even just you talking about

00:17:30.029 --> 00:17:32.190
the business abundance one, like, oh yeah, well,

00:17:32.309 --> 00:17:34.009
I don't look at it and see all those things.

00:17:34.029 --> 00:17:35.970
I don't need to know that. But it's not people

00:17:35.970 --> 00:17:37.990
consciously thinking about those things, is it?

00:17:38.609 --> 00:17:42.890
No. Subconsciously connecting dots. Yeah. From

00:17:42.890 --> 00:17:46.269
experiences or other things. And it's your brand.

00:17:46.890 --> 00:17:50.410
Yeah. Like that is business abundance in, what

00:17:50.410 --> 00:17:54.720
is it, three lines and then seven lines. Three

00:17:54.720 --> 00:17:57.279
lines some color and seven lines and some color

00:17:57.279 --> 00:17:59.579
the color makes a difference as well doesn't

00:17:59.579 --> 00:18:01.940
it colors very very important if you want a Fancy

00:18:01.940 --> 00:18:04.480
logo by the way me and Clark one doesn't pretty

00:18:04.480 --> 00:18:10.700
pretty good job playing black creative But anyway,

00:18:10.880 --> 00:18:13.859
so that says that part one logo colors and and

00:18:13.859 --> 00:18:17.900
what yeah going back to branding So, you know,

00:18:17.900 --> 00:18:20.880
why is this stand out from the crowd? Yep. So

00:18:20.880 --> 00:18:26.410
how do we do that be different? be uniquely you.

00:18:27.829 --> 00:18:30.450
And that's about the best advice I can give you,

00:18:30.470 --> 00:18:33.210
I'm afraid. So I often talk to people about,

00:18:33.210 --> 00:18:36.630
you know, being in a niche. So I had a conversation

00:18:36.630 --> 00:18:39.829
with a client last week and they've gone reasonably

00:18:39.829 --> 00:18:42.589
well through the years and definitely, you know,

00:18:42.849 --> 00:18:44.990
expanded and whatnot. But then at times they've

00:18:44.990 --> 00:18:46.990
reached probably a little bit too far and it's,

00:18:46.990 --> 00:18:49.460
you know, brought them back to earth. It's going

00:18:49.460 --> 00:18:51.700
up and down and for most businesses up and down

00:18:51.700 --> 00:18:53.960
is the journey and you hopefully trend upwards

00:18:53.960 --> 00:18:56.480
So when you're back bad times and also good,

00:18:56.519 --> 00:18:59.480
but when the markets great, it's fantastic. So

00:18:59.480 --> 00:19:02.920
But we were talking about well when things were

00:19:02.920 --> 00:19:05.259
good What was the difference to when things were

00:19:05.259 --> 00:19:07.940
bad and we overreached and you know They have

00:19:07.940 --> 00:19:10.519
a few competitors like everyone does and they

00:19:10.519 --> 00:19:13.480
were really trying to be the biggest and be you

00:19:13.480 --> 00:19:17.599
know the big dog for one of a better term and

00:19:17.819 --> 00:19:20.559
That's when they went backwards because people

00:19:20.559 --> 00:19:22.720
didn't associate them with being the biggest

00:19:22.720 --> 00:19:26.200
most established because in that city 50 years

00:19:26.200 --> 00:19:28.279
someone else has been the most established and

00:19:28.279 --> 00:19:32.220
the biggest and that one for that brand and when

00:19:32.220 --> 00:19:35.400
they were the Second and promoted themselves

00:19:35.400 --> 00:19:38.900
as the second with we've got a variety They don't

00:19:38.900 --> 00:19:41.380
have if you don't want that we're here and we

00:19:41.380 --> 00:19:43.920
do all these things that they don't do They were

00:19:43.920 --> 00:19:47.589
extremely successful More personable. Yeah. Than

00:19:47.589 --> 00:19:49.750
maybe the big one. And that doesn't mean the

00:19:49.750 --> 00:19:52.329
big one's the worst brand. Some might say that's

00:19:52.329 --> 00:19:53.789
a better brand because it's the biggest, but

00:19:53.789 --> 00:19:57.430
maybe their brand's better. And maybe there's

00:19:57.430 --> 00:19:59.170
a third party that has a different brand again

00:19:59.170 --> 00:20:00.910
and they just do a particular thing the others

00:20:00.910 --> 00:20:03.430
who don't, but it's... It's been different and

00:20:03.430 --> 00:20:04.450
that's what you're talking about. It doesn't

00:20:04.450 --> 00:20:07.609
mean being an oddball. It means sitting in your

00:20:07.609 --> 00:20:10.190
market with a product and a service to a person

00:20:10.190 --> 00:20:12.289
with a value that's different to your competitors.

00:20:12.849 --> 00:20:15.250
And that's something I'm quite big on because

00:20:15.250 --> 00:20:16.750
it means you've got a successful business. It

00:20:16.750 --> 00:20:18.869
means you don't really have competitors and you're

00:20:18.869 --> 00:20:21.190
not as at risk to people coming and trying to

00:20:21.190 --> 00:20:24.650
take away your clients all the time. But it also

00:20:24.650 --> 00:20:26.490
means you can get along because at the end of

00:20:26.490 --> 00:20:30.710
the day, people are people. Everyone has a life

00:20:30.710 --> 00:20:34.549
outside of business and imagine if you played

00:20:34.549 --> 00:20:37.450
sports or you had a hobby or you went to competitions,

00:20:37.869 --> 00:20:41.269
dog grooming or whatever you do, and you just

00:20:41.269 --> 00:20:44.470
hated everyone there. You tried to sabotage them

00:20:44.470 --> 00:20:46.109
at every opportunity. You tried to take their

00:20:46.109 --> 00:20:47.670
dogs before they got them. Scarcity mindset.

00:20:48.109 --> 00:20:51.309
Yeah. It doesn't work that way. You know, you

00:20:51.309 --> 00:20:52.829
go to school, pick up, and then you hate everyone

00:20:52.829 --> 00:20:54.730
there because they do something related or they're

00:20:54.730 --> 00:20:56.930
in an opposition team. Like it's just stupid.

00:20:57.069 --> 00:20:59.690
So in business, yeah. So in business, you've

00:20:59.690 --> 00:21:01.869
got people who, oh, we want to destroy the opposition.

00:21:01.990 --> 00:21:03.450
We want our company. We want to ruin their lives.

00:21:04.109 --> 00:21:05.990
But it's always going to be competing with the

00:21:05.990 --> 00:21:08.009
other businesses. Whereas if you've got that

00:21:08.009 --> 00:21:10.109
unique brand, that point of difference sitting

00:21:10.109 --> 00:21:12.910
in your own spot, they never see you as a threat

00:21:12.910 --> 00:21:14.130
because you're doing something different. They're

00:21:14.130 --> 00:21:15.829
doing their thing, you're doing yours. You can

00:21:15.829 --> 00:21:18.450
all exist. And at the end of the day, like you

00:21:18.450 --> 00:21:20.650
just think about the world or the ecosystem,

00:21:21.269 --> 00:21:24.009
there's so many different plants and animals

00:21:24.009 --> 00:21:26.930
and insects and whatever. There's a diversity.

00:21:27.589 --> 00:21:30.269
So what we want to do is find our own spot in

00:21:30.269 --> 00:21:34.119
that ecosystem that works. that we're happy with,

00:21:34.200 --> 00:21:36.980
that people are happy to pay for, but the branding

00:21:36.980 --> 00:21:39.140
side comes from how can we do that clearly? So

00:21:39.140 --> 00:21:43.460
we're not saying 30 paragraphs when someone says,

00:21:43.559 --> 00:21:45.200
what do you do? What are you about? Oh, it needs

00:21:45.200 --> 00:21:47.240
to fit on the back of an envelope. Yeah. Need

00:21:47.240 --> 00:21:50.180
a higher purpose. Yeah, a higher purpose. What

00:21:50.180 --> 00:21:52.359
are you talking about there, Z? So higher purpose

00:21:52.359 --> 00:21:58.819
being what you hope to achieve or who you hope

00:21:58.819 --> 00:22:03.960
to be or your business be. And that's what stays

00:22:03.960 --> 00:22:07.900
consistent as your brand evolves. Will changes.

00:22:08.180 --> 00:22:11.819
Yeah. Because it will, your competition will

00:22:11.819 --> 00:22:13.960
change, your market will change, everything will

00:22:13.960 --> 00:22:16.019
change. Services change technology. But you need

00:22:16.019 --> 00:22:19.900
to be that higher purpose throughout it all.

00:22:20.319 --> 00:22:24.599
Which means sometimes it's not vague. It's not

00:22:24.599 --> 00:22:26.299
vague, but like, for example, ours is we help

00:22:26.299 --> 00:22:29.079
business owners. Yeah. Okay. So that means yeah.

00:22:29.359 --> 00:22:31.339
Yeah. That's probably the word I'm looking for.

00:22:31.339 --> 00:22:35.119
So it means that you are that and it means the

00:22:35.119 --> 00:22:38.380
way that you do it may change, but your goal

00:22:38.380 --> 00:22:42.400
be your ethos. Yeah. Yeah. It's like a blend

00:22:42.400 --> 00:22:44.599
of your value and mission statement because they

00:22:44.599 --> 00:22:48.579
are one of the same things. This permeates through

00:22:48.579 --> 00:22:51.859
everything that we do. So for Apple is a really

00:22:51.859 --> 00:22:55.759
good example. Apple. Create products that are

00:22:55.759 --> 00:22:59.759
quite often aren't the best product But the image

00:22:59.759 --> 00:23:03.119
of Apple is I am disrupting the status quo. I'm

00:23:03.119 --> 00:23:06.920
using Apple. I'm creative. I use Apple That's

00:23:06.920 --> 00:23:12.500
Apple. Yeah, you're thinking different Nike just

00:23:12.500 --> 00:23:15.470
do it. I mean one of the great campaigns Yeah,

00:23:15.609 --> 00:23:17.490
I like that and for those that probably don't

00:23:17.490 --> 00:23:20.809
know it it's like just do it is if you're out

00:23:20.809 --> 00:23:22.670
there exercising It's five o 'clock in the morning.

00:23:22.670 --> 00:23:24.869
It's cold. It's raining outside. Just do it.

00:23:24.869 --> 00:23:25.890
Yeah, like that's what they're talking They're

00:23:25.890 --> 00:23:28.670
not talking about you're elite. You're on the

00:23:28.670 --> 00:23:30.130
your big screen. You're winning a gold medal

00:23:30.130 --> 00:23:32.630
They're saying we're there with you when you're

00:23:32.630 --> 00:23:34.730
doing all the hard work to get to where you want

00:23:34.730 --> 00:23:36.789
to go They're watching just tick it off. Yep,

00:23:36.829 --> 00:23:39.690
you know just do it. And I'm like, once, once

00:23:39.690 --> 00:23:41.490
you understand that, it's like that brand's cool.

00:23:41.589 --> 00:23:43.529
I actually like Nike now, whereas before you're

00:23:43.529 --> 00:23:45.710
like, maybe that's a bit too up there with the

00:23:45.710 --> 00:23:48.069
popular pay. Yeah, overpriced, that sort of thing.

00:23:48.170 --> 00:23:51.170
Yeah, but it's an interesting one. A lot of brands

00:23:51.170 --> 00:23:55.690
would love to have the Nike tick. Yeah. It's

00:23:55.690 --> 00:23:57.109
there at a point where they don't even have to

00:23:57.109 --> 00:23:59.130
pay to have their product in movies. Like product

00:23:59.130 --> 00:24:01.809
placement's a big thing. But people want that

00:24:01.809 --> 00:24:03.490
Nike brand. People want that Apple - In association.

00:24:03.970 --> 00:24:05.690
Yeah. People want to be associated with Apple.

00:24:05.789 --> 00:24:08.509
Like you see there's a movie last year, year

00:24:08.509 --> 00:24:11.390
before that Don't Look Up movie. All the computers

00:24:11.390 --> 00:24:15.210
were Apple. Didn't pay a cent because they wanted

00:24:15.210 --> 00:24:19.250
the Apple audience to see that movie and vice

00:24:19.250 --> 00:24:20.450
versa. So thinking about things in different

00:24:20.450 --> 00:24:23.640
ways, also what you're not. Um, so, you know,

00:24:23.680 --> 00:24:25.980
like something that I think is important for

00:24:25.980 --> 00:24:28.000
the business abundance brand, obviously that's,

00:24:28.000 --> 00:24:30.460
that's a fair bit related to what I like. Um,

00:24:30.720 --> 00:24:35.460
is if people go, oh gee, that's super professional,

00:24:35.660 --> 00:24:40.359
like suit and tie, um, tees, cross ties dotted,

00:24:40.440 --> 00:24:42.319
you know, a hundred percent professional as far

00:24:42.319 --> 00:24:45.039
as being good at things and good results. But,

00:24:45.119 --> 00:24:47.880
um, if people see me in the around about, I'm

00:24:47.880 --> 00:24:49.619
often in shorts and t -shirt or not looking too

00:24:49.619 --> 00:24:55.230
good. Um, And it's very important that we are

00:24:55.230 --> 00:24:57.690
very good. That's part of the brand. But it's

00:24:57.690 --> 00:25:01.009
not so important that we can't put out a podcast

00:25:01.009 --> 00:25:03.269
without fact -checking everything or, you know,

00:25:03.549 --> 00:25:07.470
I reference Rupert Murdoch instead of someone

00:25:07.470 --> 00:25:10.049
else. You know, and the name's wrong, but it

00:25:10.049 --> 00:25:11.789
doesn't matter. People get the context. You make

00:25:11.789 --> 00:25:16.410
mistakes. Yeah, yeah, yeah. Yeah, but the...

00:25:16.359 --> 00:25:18.059
If they're not that important, it doesn't matter.

00:25:18.640 --> 00:25:21.279
But we're there to help and assist and work with

00:25:21.279 --> 00:25:25.420
you. That's far more important than looking like

00:25:25.420 --> 00:25:28.339
you wear a suit and everything's fantastic and

00:25:28.339 --> 00:25:30.460
not achieving the result. Which is why we used

00:25:30.460 --> 00:25:33.920
a rounded sans serif font at the end of the day

00:25:33.920 --> 00:25:35.440
for the business abundance. There you go, there's

00:25:35.440 --> 00:25:38.019
more to this. So you could have used a serif

00:25:38.019 --> 00:25:41.000
font to look like a stamp. Boom, we are professional.

00:25:41.140 --> 00:25:44.180
We're at a Fortune 500 company that only wants

00:25:44.180 --> 00:25:47.619
to talk seriously to you. Or we could have used

00:25:47.619 --> 00:25:49.180
Comic Sans. I'm like, ah wait, did you want a

00:25:49.180 --> 00:25:53.640
bit of a joke, really? We used a rounded Sans

00:25:53.640 --> 00:25:55.400
Serif font so it doesn't have the little sticky

00:25:55.400 --> 00:25:57.700
bits on the edge of the font, like Times New

00:25:57.700 --> 00:25:59.640
Roman people might know from their typewriter

00:25:59.640 --> 00:26:03.000
days. So it's a bit more of an approachable font.

00:26:03.039 --> 00:26:05.319
We didn't have a capital letter for your nouns,

00:26:06.180 --> 00:26:09.470
which... is on trend a little bit but it's also

00:26:09.470 --> 00:26:11.970
kind of like we're not shouting at you. This

00:26:11.970 --> 00:26:14.390
is business abundance. And that's what he's taking

00:26:14.390 --> 00:26:16.029
from the design point of view that people sort

00:26:16.029 --> 00:26:18.289
of see subconsciously and then I'm looking at

00:26:18.289 --> 00:26:20.329
well if we get a result we want to do the right

00:26:20.329 --> 00:26:22.470
thing we don't care if it comes from a receptionist

00:26:22.470 --> 00:26:25.980
or from from us. We're getting paid the big bickies

00:26:25.980 --> 00:26:27.720
to get the big result. But if it comes from the

00:26:27.720 --> 00:26:29.359
receptionist, that's fantastic. And they should

00:26:29.359 --> 00:26:31.880
be celebrated because it's about getting the

00:26:31.880 --> 00:26:34.380
right result. And that also means there's opportunity

00:26:34.380 --> 00:26:36.059
for everyone. That's a big part of our business.

00:26:37.480 --> 00:26:41.119
So all that being approachable is very important.

00:26:41.359 --> 00:26:43.640
And the fact that people can be seen as differently,

00:26:43.819 --> 00:26:48.119
it's their path to forge. So it's that sort of

00:26:48.119 --> 00:26:50.500
thing as a brand where you go, okay, well, We

00:26:50.500 --> 00:26:52.799
don't like that. We want to be the one that has

00:26:52.799 --> 00:26:55.380
the flashest car, the flashest suit and the people

00:26:55.380 --> 00:26:57.319
that want all that to deal with us. Great. You

00:26:57.319 --> 00:26:58.839
need to be that and you'll get those clients.

00:26:59.019 --> 00:27:02.259
But then it also means you can't not wear a suit.

00:27:02.680 --> 00:27:05.799
You can't walk up in an old beaten up Toyota

00:27:05.799 --> 00:27:09.740
Camry. But it doesn't mean one's right or wrong.

00:27:09.799 --> 00:27:11.759
It just means you need to be consistent across

00:27:11.759 --> 00:27:16.839
the board. I think that shows that abundance.

00:27:18.759 --> 00:27:23.059
abundance mindset of business abundance. I love

00:27:23.059 --> 00:27:26.400
hearing when you talk about it because you don't

00:27:26.400 --> 00:27:28.799
get fired up about a lot of things. You don't

00:27:28.799 --> 00:27:31.400
show a lot of passion at the best of times. That's

00:27:31.400 --> 00:27:36.539
actually a compliment, not a dig. But when you

00:27:36.539 --> 00:27:38.619
talk about what you want business abundance to

00:27:38.619 --> 00:27:41.440
represent, that fire lights up. Well, it's not

00:27:41.440 --> 00:27:42.740
so much what I want it to represent, it's what

00:27:42.740 --> 00:27:46.740
I want it to enable for people. Yeah. And I think

00:27:46.740 --> 00:27:50.910
of a candle. in that situation. And that seems

00:27:50.910 --> 00:27:53.750
pretty abstract, but like a candle can light

00:27:53.750 --> 00:27:56.069
another flame without losing any of its own flame.

00:27:57.930 --> 00:28:02.190
So you don't have to extinguish that guy to make

00:28:02.190 --> 00:28:04.650
your flame brighter. What you can do is share

00:28:04.650 --> 00:28:06.849
your flame with him and then you've still got

00:28:06.849 --> 00:28:09.029
a pretty bright flame going on there. You've

00:28:09.029 --> 00:28:10.829
lost nothing. And all we just need to make sure

00:28:10.829 --> 00:28:13.349
is people can't put our flame out. But that's

00:28:13.349 --> 00:28:16.690
separate to... We're not talking about competition.

00:28:17.109 --> 00:28:20.269
There's enough. There is enough for everyone.

00:28:20.529 --> 00:28:22.369
It doesn't matter what you're selling. That's

00:28:22.369 --> 00:28:27.529
an interesting way to look at that. We don't

00:28:27.529 --> 00:28:30.670
need to compete. The biggest businesses that

00:28:30.670 --> 00:28:32.569
I work with, the most successful businesses I

00:28:32.569 --> 00:28:34.250
work with, are all about building their local

00:28:34.250 --> 00:28:36.670
community, not bringing it down. They've got

00:28:36.670 --> 00:28:39.470
competition in their marketplace. They're not

00:28:39.470 --> 00:28:41.549
competitors. They're just friends we haven't

00:28:41.549 --> 00:28:44.369
met yet. I would say we're doing what you do,

00:28:44.730 --> 00:28:48.109
but different. Social impact. Is that what you're

00:28:48.109 --> 00:28:51.710
referring to? What he's saying is that the most

00:28:51.710 --> 00:28:53.470
successful ones that he deals with are giving

00:28:53.470 --> 00:28:55.450
back to other people, trying to build everything,

00:28:55.869 --> 00:28:58.269
not trying to take away. It's like a rising tide

00:28:58.269 --> 00:29:00.519
kind of deal, a rising tide. lives all ships.

00:29:00.619 --> 00:29:02.299
It's funny you say that actually because this

00:29:02.299 --> 00:29:04.720
is relevant to branding but yesterday we had

00:29:04.720 --> 00:29:07.500
some people over and before everyone arrived

00:29:07.500 --> 00:29:09.920
someone else came and we were just having a chat

00:29:09.920 --> 00:29:12.180
and they noticed the solar begola out the back

00:29:12.180 --> 00:29:14.119
of the house. The award -winning solar begola.

00:29:15.939 --> 00:29:19.259
Blah, blah, blah. And he's like, oh, that's so

00:29:19.259 --> 00:29:21.759
cool. And I'm like, no one's ever actually gone

00:29:21.759 --> 00:29:23.980
that way first, like preemptively. And he's like,

00:29:23.980 --> 00:29:27.500
oh, I wish I'd seen that before I'd done my porch,

00:29:27.660 --> 00:29:29.019
because we've got this roof on it. And I would

00:29:29.019 --> 00:29:30.559
have loved that. And then he turns out, well,

00:29:30.599 --> 00:29:32.559
because he does maintenance and whatever, as

00:29:32.559 --> 00:29:35.839
far as technological things. So he's fully aware

00:29:35.839 --> 00:29:37.319
of what's going on. And he's like, that's just

00:29:37.319 --> 00:29:39.759
such a great solution. And then he's like, I've

00:29:39.759 --> 00:29:40.920
been looking to get solar for, we have solar

00:29:40.920 --> 00:29:42.359
and we're in our old house in a different stage.

00:29:42.380 --> 00:29:43.500
And we've moved down here. I've been looking,

00:29:43.660 --> 00:29:44.980
I don't know, two years ago, who did you use?

00:29:44.980 --> 00:29:48.160
And I said, who used it? And he's like, oh yeah,

00:29:48.160 --> 00:29:50.500
I was looking at them and like, I really can

00:29:50.500 --> 00:29:52.680
relate, like they seem forward thinking. And

00:29:52.680 --> 00:29:53.880
I was like, I was pretty happy to use them, but

00:29:53.880 --> 00:29:55.619
I was looking at some others as well. Like there's

00:29:55.619 --> 00:29:57.519
other brands, you know, everyone's saying, oh,

00:29:57.519 --> 00:29:58.779
I should use them. Like they're the biggest thing.

00:29:59.359 --> 00:30:00.900
But then I'm also hearing like they don't treat

00:30:00.900 --> 00:30:02.400
the staff very well and they don't really care

00:30:02.400 --> 00:30:03.960
about the people that just put stuff up. And

00:30:03.960 --> 00:30:06.299
I'm like, I'm biased because I work with this

00:30:06.299 --> 00:30:08.319
other business. So, you know, I'm just like.

00:30:08.980 --> 00:30:11.759
Okay, tell me more like a you know, I also have

00:30:11.759 --> 00:30:18.500
a decent logo and and and Yeah, it was just interesting

00:30:18.500 --> 00:30:22.039
that The consistency that shown and doing a certain

00:30:22.039 --> 00:30:24.200
thing unrelated to their business and it's about

00:30:24.200 --> 00:30:25.839
that sort of impact They're talking about it

00:30:25.839 --> 00:30:27.500
and even if they're not fully going down that

00:30:27.500 --> 00:30:30.579
path. They're aiming for it Well, if people random

00:30:30.579 --> 00:30:33.480
people but you're talking third fourth degree

00:30:33.480 --> 00:30:35.440
of separation people Yeah, they've been in the

00:30:35.440 --> 00:30:36.859
area for a couple of years to move somewhere

00:30:36.859 --> 00:30:39.880
else coming back And that's getting back to you

00:30:39.880 --> 00:30:42.119
as a brand. That's something that they were very

00:30:42.119 --> 00:30:44.720
intentional about. I know the brand. He's not

00:30:44.720 --> 00:30:46.579
talking about price. He's talking about something

00:30:46.579 --> 00:30:48.460
that believes in what he believes in. He's interested

00:30:48.460 --> 00:30:50.779
in it. He's like, the other ones that I was leaning

00:30:50.779 --> 00:30:52.859
towards and I'm like, mate, do it. And that's

00:30:52.859 --> 00:30:55.920
going back to the social media and leveraging

00:30:55.920 --> 00:30:57.460
word of mouth and all that sort of stuff. It

00:30:57.460 --> 00:30:59.099
just needs that little push over the edge. But

00:30:59.099 --> 00:31:01.039
that was the brand. I've intended to go down

00:31:01.039 --> 00:31:02.920
that path and whether you do it in the best way

00:31:02.920 --> 00:31:04.460
or the worst way, but as long as you're intending

00:31:04.460 --> 00:31:08.109
to, that's going to be good. And so yeah, that

00:31:08.109 --> 00:31:10.769
brand has worked over time. Yeah. And that's

00:31:10.769 --> 00:31:13.029
that's an important thing with branding is time.

00:31:13.650 --> 00:31:17.029
Yeah, timing and renown awareness. Well, I mean,

00:31:17.150 --> 00:31:21.609
we that brand, especially we kind of hacked a

00:31:21.609 --> 00:31:24.430
little bit into recognition. It's evolved. Well,

00:31:24.630 --> 00:31:27.450
it's also hasn't evolved a lot in regards to

00:31:27.450 --> 00:31:31.109
the main. The main icon is very similar to a

00:31:31.109 --> 00:31:36.009
very large corporate icon. And we kind of did

00:31:36.009 --> 00:31:38.150
that with intentionality to make it instantly

00:31:38.150 --> 00:31:41.670
recognisable. So it hasn't copied the icon, but

00:31:41.670 --> 00:31:43.750
it's taken elements from that icon and gone.

00:31:43.890 --> 00:31:46.410
It's subconscious. These are the protics we don't

00:31:46.410 --> 00:31:48.710
think about. Instantly going to recognise this

00:31:48.710 --> 00:31:50.710
and they're going to go, I don't know why I know

00:31:50.710 --> 00:31:53.809
that, but I bloody know it. And if you can get

00:31:53.809 --> 00:31:56.849
that from a brand new company or business and

00:31:56.849 --> 00:31:58.390
you put your logo out there and people are like,

00:31:58.390 --> 00:32:02.589
I'm not sure why I like it. It's familiar. I'm

00:32:02.589 --> 00:32:05.670
going to trust them. That's your first step.

00:32:05.910 --> 00:32:07.670
I mean McDonald's didn't start out as the Golden

00:32:07.670 --> 00:32:11.750
Arches. They started out as McDonald's hamburgers

00:32:11.750 --> 00:32:15.150
and that M slowly got bigger over time and now

00:32:15.150 --> 00:32:16.809
you can't go to a city in the world without seeing

00:32:16.809 --> 00:32:19.170
the Golden Arches. I love hamburgers. Cheers

00:32:19.170 --> 00:32:23.049
burgers. The last bit of the story I was just

00:32:23.049 --> 00:32:25.289
talking about though was obviously the brand

00:32:25.289 --> 00:32:29.690
had an impact. the fact that the other people,

00:32:29.890 --> 00:32:31.250
they are in the community, I think they're on

00:32:31.250 --> 00:32:36.650
the radio, the owner's very well known, but were

00:32:36.650 --> 00:32:38.890
they doing the right thing for the audience,

00:32:38.930 --> 00:32:40.609
for the community, or are they trying to be famous?

00:32:40.849 --> 00:32:44.089
Yeah. So this is something where a lot of people

00:32:44.089 --> 00:32:46.609
that we talk to, so should be the last episode

00:32:46.609 --> 00:32:49.529
still, but they... They're going, I want to be

00:32:49.529 --> 00:32:51.529
famous, I want to be well -known. They're not,

00:32:51.609 --> 00:32:55.170
I'm trying to do something. Yeah. So, and that's

00:32:55.170 --> 00:32:56.490
where I think the big difference between those

00:32:56.490 --> 00:32:59.450
two companies, from my opinion, is that you can

00:32:59.450 --> 00:33:04.430
see the owner of one's everywhere for a few different

00:33:04.430 --> 00:33:07.410
reasons. And then the other business is a business

00:33:07.410 --> 00:33:09.950
trying to do something. Do the right thing. Yeah,

00:33:09.970 --> 00:33:11.230
trying. And it doesn't matter if they are or

00:33:11.230 --> 00:33:13.759
not. the trying and that's the angle they're

00:33:13.759 --> 00:33:16.160
going down. And that's resulted in someone else

00:33:16.160 --> 00:33:18.019
coming along saying, I like them and I don't

00:33:18.019 --> 00:33:20.500
like them. Even though I've been told good things

00:33:20.500 --> 00:33:22.839
about both, I also don't like them because of

00:33:22.839 --> 00:33:26.880
this. And I'm very important as a brand to, like

00:33:26.880 --> 00:33:28.559
you said, be involved in the community in the

00:33:28.559 --> 00:33:31.559
right areas. And that leads to your brand isn't

00:33:31.559 --> 00:33:34.359
just pretty pictures. Your brand is everything

00:33:34.359 --> 00:33:37.880
you do. From first point of contact with said

00:33:37.880 --> 00:33:42.660
receptionist to how you pick up the phone. Good

00:33:42.660 --> 00:33:44.920
morning, this is Business Abundance. This is

00:33:44.920 --> 00:33:48.099
Ian. Is that how we answer? I don't know. I've

00:33:48.099 --> 00:33:51.839
never rung his highest test. And again, meet

00:33:51.839 --> 00:33:54.200
your customers where they are. Do people believe

00:33:54.200 --> 00:33:55.980
they're writing on the wall or what they see

00:33:55.980 --> 00:34:00.160
in the halls? I think we need to get a photo

00:34:00.160 --> 00:34:03.920
and put a little quote on that. It's my car,

00:34:04.019 --> 00:34:06.500
I think I've heard it somewhere else. Yeah, give

00:34:06.500 --> 00:34:12.420
it to Z again. So yeah, with your brand, okay,

00:34:12.500 --> 00:34:14.239
if that's our brand, we need to, like I said

00:34:14.239 --> 00:34:17.079
before, if we're if we're suit and tie and we're

00:34:17.079 --> 00:34:19.940
driving Mercedes, then we need to do that. We

00:34:19.940 --> 00:34:21.860
can't be anything else. We can't be busting out

00:34:21.860 --> 00:34:24.360
a paperclip instead of a nice binder. Well, there

00:34:24.360 --> 00:34:27.719
was a plumber in Victoria, I'm pretty sure. This

00:34:27.719 --> 00:34:30.599
was way back when I was doing like learning my

00:34:30.599 --> 00:34:34.579
marketing stuff. And the story was that a late

00:34:34.579 --> 00:34:37.179
night call out, the plumber was on his way to

00:34:37.179 --> 00:34:38.260
take... You better get this right, because I'm

00:34:38.260 --> 00:34:40.800
pretty sure you heard this from me. Years ago

00:34:40.800 --> 00:34:42.119
when you were learning your marketing. Yeah.

00:34:42.260 --> 00:34:44.599
This is, are we talking the same? I think we

00:34:44.599 --> 00:34:46.119
are. You keep telling the story, you get it right.

00:34:46.320 --> 00:34:49.639
I won't correct you. This is as old as sin. All

00:34:49.639 --> 00:34:52.539
right, anyway, plumber, late night call out.

00:34:52.599 --> 00:34:54.739
He's on his way to take his daughter to the prom.

00:34:55.599 --> 00:34:58.500
Yeah, same one. Yeah, weird. Definitely didn't

00:34:58.500 --> 00:34:59.699
hear it from you. You're a bit of storage out

00:34:59.699 --> 00:35:01.059
of the way, so you keep going. I don't know if

00:35:01.059 --> 00:35:04.179
I am. Go on. Hang on, I want him to praise me

00:35:04.179 --> 00:35:08.760
a little bit more. Zee's really eager to hear

00:35:08.760 --> 00:35:11.039
this. Right, so stop building it up. Late night,

00:35:11.780 --> 00:35:13.739
taking his daughter to the prom. He's in a tux.

00:35:14.880 --> 00:35:20.420
Okay, leave us dinner. Gets a call out, goes

00:35:20.420 --> 00:35:23.139
to services. She needs a tap fixed, whatever

00:35:23.139 --> 00:35:28.219
it is. Five minute job, tuxedo. Goes in. takes

00:35:28.219 --> 00:35:32.360
his daughter, gets a call out for a job months

00:35:32.360 --> 00:35:34.820
later, word of mouth from this lady and he rocks

00:35:34.820 --> 00:35:37.840
up in his high vis and plumbing gear in his van

00:35:37.840 --> 00:35:41.079
and the lady opens the door and she's like, oh,

00:35:41.559 --> 00:35:43.820
oh, I thought you were the, I thought you were

00:35:43.820 --> 00:35:49.699
the tuxedo guy and really disappointed. And that

00:35:49.699 --> 00:35:52.099
lightning strike moment for the guy, he's like,

00:35:52.199 --> 00:35:54.340
huh, maybe there's something to this. So he changed

00:35:54.340 --> 00:35:59.099
his company's uniform. to essentially an overalls

00:35:59.099 --> 00:36:02.179
tuxedo type thing. That's cool. The tuxedo plumber.

00:36:03.159 --> 00:36:06.599
And that became who he was. It's just simple

00:36:06.599 --> 00:36:08.340
stuff like that. I was on air for a second, but

00:36:08.340 --> 00:36:10.349
he's talking about a rose at all. didn't talk

00:36:10.349 --> 00:36:12.250
about a rose yeah so he actually as he left because

00:36:12.250 --> 00:36:14.070
he had the rose in this tuxedo thing he gave

00:36:14.070 --> 00:36:17.010
it to the old lady on the way out um and then

00:36:17.010 --> 00:36:18.869
um so he went to that part so the next day you

00:36:18.869 --> 00:36:20.750
got a call out um someone wants something done

00:36:20.750 --> 00:36:23.190
and he just rolled around and the ladies answered

00:36:23.190 --> 00:36:24.630
the door and she looked a bit disappointed and

00:36:24.630 --> 00:36:26.010
he started the job anyway he's gone to leave

00:36:26.010 --> 00:36:29.039
and then she's he's He sort of heard, I hope

00:36:29.039 --> 00:36:30.159
it's all right, let me know if there's any problems

00:36:30.159 --> 00:36:31.760
you're gonna leave. And she's like, where's my

00:36:31.760 --> 00:36:36.340
rose? And she was confused why I wasn't wearing

00:36:36.340 --> 00:36:38.980
a suit and she didn't get a rose. And then, yeah,

00:36:39.019 --> 00:36:41.119
he changed, obviously. So the big niche, there's

00:36:41.119 --> 00:36:42.920
not gonna be no price competition there. Makes

00:36:42.920 --> 00:36:44.820
me wonder whether it's an urban myth now and

00:36:44.820 --> 00:36:46.659
they just made it up for marketing purposes.

00:36:46.820 --> 00:36:49.539
No, no, so I think his name is the tidy plumber,

00:36:49.639 --> 00:36:53.980
might have been the brand. Yeah, but it's an

00:36:53.980 --> 00:36:55.800
interesting thing. So, okay, well what's some

00:36:55.800 --> 00:36:57.539
of the bad things about plumbers? It's a dirty

00:36:57.539 --> 00:36:59.719
job. and people leave a mess, a lot of trades.

00:37:00.079 --> 00:37:03.280
So, okay, he's in a suit. So now we basically,

00:37:03.679 --> 00:37:05.280
he can't be dirty because he's in a suit. Yeah.

00:37:05.639 --> 00:37:08.920
And he gives people flowers. So then, okay, what's,

00:37:08.920 --> 00:37:10.820
you know, that's going to peel to a certain market.

00:37:11.139 --> 00:37:15.699
Probably not Ian. But I like flowers. My best

00:37:15.699 --> 00:37:17.400
trade, but horticulture. If you're doing those

00:37:17.400 --> 00:37:20.340
odd jobs and you're coming out and you're clean

00:37:20.340 --> 00:37:22.380
and tidy and you've got a great guarantee about

00:37:22.380 --> 00:37:23.780
not leaving a mess, making it cleaner than when

00:37:23.780 --> 00:37:25.380
you leave and you give someone a gift on the

00:37:25.380 --> 00:37:27.829
way out. going to have a business that people

00:37:27.829 --> 00:37:29.289
aren't competing with, you're going to sit in

00:37:29.289 --> 00:37:30.750
the market at a certain point, and you're going

00:37:30.750 --> 00:37:32.469
to be a charge of reasonable dollar. Which also

00:37:32.469 --> 00:37:35.929
then leads to, beautiful segue, the number one

00:37:35.929 --> 00:37:38.829
thing your brand needs to be is memorable. Yeah.

00:37:39.210 --> 00:37:43.050
If people don't remember it, pointless, pointless.

00:37:43.309 --> 00:37:45.869
So you'll keep going back to logo because that's

00:37:45.869 --> 00:37:47.449
generally the first impression that people will

00:37:47.449 --> 00:37:51.929
have of the brand. It has to be memorable. There's

00:37:51.929 --> 00:37:55.610
no point having this grand concept, this complicated

00:37:55.610 --> 00:37:58.869
thing, because the more complicated it is, the

00:37:58.869 --> 00:38:01.409
harder it is to remember. Everyone knows what

00:38:01.409 --> 00:38:03.449
Apple looks like. Everyone knows the Windows

00:38:03.449 --> 00:38:06.969
logo. Everyone knows the Nike logo. Everyone

00:38:06.969 --> 00:38:09.409
knows the Adidas logo, which is on Rowan's chest

00:38:09.409 --> 00:38:12.570
at the moment. It's like sounds. I was listening

00:38:12.570 --> 00:38:15.210
to a, watching a video and there was like the

00:38:15.210 --> 00:38:19.929
Microsoft sound or the Tetris sound or the ping,

00:38:19.989 --> 00:38:25.500
what is it? like a ping -pong -y thing. Pong.

00:38:26.079 --> 00:38:29.420
That one. So yeah, it was like all of those sounds.

00:38:29.619 --> 00:38:31.860
I was like, oh wow, I didn't even need to look

00:38:31.860 --> 00:38:34.800
at it to remember what it was. That imprint.

00:38:35.019 --> 00:38:40.059
And smell. Smell's a big one. It hijacks the

00:38:40.059 --> 00:38:43.559
brain, which is limbic. Straight back to the

00:38:43.559 --> 00:38:47.239
mosh pit. Actually, you smell that, you go past

00:38:47.239 --> 00:38:51.440
a row of portaloos now. And we're rowing a boat,

00:38:51.900 --> 00:38:55.059
and you start rowing. It really is. Wow. It's

00:38:55.059 --> 00:38:59.039
like I take you there. We all have experiences

00:38:59.039 --> 00:39:01.900
that we've had as... 100%. ...either as kids

00:39:01.900 --> 00:39:04.940
or growing up or even last week. that have left

00:39:04.940 --> 00:39:07.400
an imprint and we can instantly recall it based

00:39:07.400 --> 00:39:10.739
on one of our sensors and ideally more of our

00:39:10.739 --> 00:39:13.139
sensors. Which goes back to keeping things simple.

00:39:13.579 --> 00:39:16.900
So you've mentioned before simplify things and

00:39:16.900 --> 00:39:18.960
see high purpose and it will be now explain your

00:39:18.960 --> 00:39:23.320
business quickly. going to other areas of your

00:39:23.320 --> 00:39:24.760
business, it's very easy to over -complicate

00:39:24.760 --> 00:39:27.780
things as far as do 10 pages instead of two words.

00:39:28.179 --> 00:39:29.920
I think that's something, again, we try to keep

00:39:29.920 --> 00:39:32.400
things simple and we don't want to be in a suit

00:39:32.400 --> 00:39:34.059
giving 20 -page reports. We want to keep it simple

00:39:34.059 --> 00:39:36.719
and effective. the least amount of work for everyone,

00:39:36.860 --> 00:39:38.840
the least resource. Makes it easy to understand.

00:39:39.139 --> 00:39:41.780
Yeah. But with the brand, OK, well, is it just

00:39:41.780 --> 00:39:43.900
a smell? Is it just one noise that needs to be

00:39:43.900 --> 00:39:45.679
consistent out of everything? Is it just needs

00:39:45.679 --> 00:39:48.480
to be we rock up in a suit and nothing else matters?

00:39:49.619 --> 00:39:51.920
Oh, that's a song, isn't it? Speaking of that.

00:39:52.219 --> 00:39:56.000
Speaking of bands. Yeah. But just just keep it.

00:39:56.019 --> 00:39:59.320
Metallica for those who didn't understand. How'd

00:39:59.320 --> 00:40:01.880
you get that in there? But yeah, just making

00:40:01.880 --> 00:40:04.199
sure that it's something people can get and can

00:40:04.199 --> 00:40:06.800
be repeated and be known and be noticed as well,

00:40:06.920 --> 00:40:08.320
because there's no point having a brand that

00:40:08.320 --> 00:40:10.820
people don't notice. Yeah, you've got everything

00:40:10.820 --> 00:40:12.380
right. Richard Branson, you can have the best

00:40:12.380 --> 00:40:13.860
product in the world, but if no one knows about

00:40:13.860 --> 00:40:18.619
it, you're going to be poor. Yeah, yeah. He knew

00:40:18.619 --> 00:40:22.860
a little bit about branding. And there's people

00:40:22.860 --> 00:40:25.900
that go back to tradies, but they leave a site

00:40:25.900 --> 00:40:27.239
and it's got to be cleaned and they went before

00:40:27.239 --> 00:40:30.079
left, but they don't tell anyone that. But if

00:40:30.079 --> 00:40:33.659
their brand was, we come around and we guarantee

00:40:33.659 --> 00:40:35.139
that when we leave it's going to be cleaner than

00:40:35.139 --> 00:40:37.519
when we arrived. If that's all they said, they

00:40:37.519 --> 00:40:40.039
would have a good business. I worked for a business

00:40:40.039 --> 00:40:43.320
that did heating and cooling and their cooling

00:40:43.320 --> 00:40:47.920
card was a box of truffles from a local business.

00:40:48.360 --> 00:40:50.769
Once you paid your invoice... They're good truffles.

00:40:51.469 --> 00:40:54.309
Very good truffles. But it's a $30 box of truffles

00:40:54.309 --> 00:40:57.690
back in early 2000s. Still is. Still is, yeah.

00:40:58.050 --> 00:41:01.969
But that was sent to you with your receipt. Yeah,

00:41:02.010 --> 00:41:04.769
nice. And the amount of people that talked about

00:41:04.769 --> 00:41:11.909
it. Same company, Jingle. A Jingle seems like

00:41:11.909 --> 00:41:15.750
a naff thing now to have a Jingle. But it's a

00:41:15.750 --> 00:41:18.750
good jingle, it's easy to remember. I had teenagers,

00:41:18.849 --> 00:41:21.909
I'd pull up in my van with the logo on the side.

00:41:22.690 --> 00:41:24.550
Teenagers would see it and start singing the

00:41:24.550 --> 00:41:26.869
jingle to me as I'm getting out of the car. The

00:41:26.869 --> 00:41:29.489
one in my head is one, three, double, oh, six.

00:41:29.769 --> 00:41:36.019
Yeah, people remember a jingle. It's part of

00:41:36.019 --> 00:41:38.659
the brand. It really is. And anything that you

00:41:38.659 --> 00:41:42.039
can do to get that earworm in there or whatever

00:41:42.039 --> 00:41:45.059
worm it is to get into the limbic brain, a little

00:41:45.059 --> 00:41:47.460
bit of psychology on the old part of your brain,

00:41:47.900 --> 00:41:50.219
get past the cognitive which is your thinking

00:41:50.219 --> 00:41:52.280
and analytical brain and that's why we say facts

00:41:52.280 --> 00:41:56.039
tell and stories sell. So your brand is a story

00:41:56.039 --> 00:41:57.739
and that's the part that's going to create that

00:41:57.739 --> 00:42:01.039
emotional attachment. It feels good in the heart.

00:42:01.389 --> 00:42:05.010
That's why the About Us page exists. Yeah. And

00:42:05.010 --> 00:42:08.030
a lot of people misuse that. A lot of people

00:42:08.030 --> 00:42:12.829
use that to tell instead of show, which is the

00:42:12.829 --> 00:42:16.449
whole way reference. You can tell people everything

00:42:16.449 --> 00:42:19.969
in the world, but until you show them and they

00:42:19.969 --> 00:42:23.170
feel it for themselves, now your brand's working.

00:42:24.889 --> 00:42:27.469
Thinking, if you think, oh, my business is pretty

00:42:27.469 --> 00:42:29.170
small. We can't do a brand. We gave you several

00:42:29.170 --> 00:42:31.969
examples of one -man bands that can have a great

00:42:31.969 --> 00:42:36.489
brand. But I like to think about the world in

00:42:36.489 --> 00:42:38.829
a different way. And sometimes I need to think

00:42:38.829 --> 00:42:44.429
about it a bit more like the masses. your local

00:42:44.429 --> 00:42:47.869
sports team and probably if you don't have too

00:42:47.869 --> 00:42:50.190
much scale around you, think of the American

00:42:50.190 --> 00:42:53.349
basketball or baseball. Any of their big sports?

00:42:53.489 --> 00:42:56.150
Any of the big sports in your country where there's

00:42:56.150 --> 00:42:58.610
going to be 20 to 50 ,000 people plus going to

00:42:58.610 --> 00:43:03.469
a game. And there'll be a mascot. And obviously

00:43:03.469 --> 00:43:05.570
the kids get behind that. And then that's going

00:43:05.570 --> 00:43:07.349
to be the brand. That's getting stuck in the

00:43:07.349 --> 00:43:08.849
head. And they'll just do the same stupid thing

00:43:08.849 --> 00:43:12.289
every single time all the time. But it's that

00:43:12.289 --> 00:43:17.030
brand. Yeah. And then there'll be particulars

00:43:17.030 --> 00:43:18.909
about that team, like what we do and what we

00:43:18.909 --> 00:43:21.190
say and what we call ourselves. You know, it's

00:43:21.190 --> 00:43:22.849
making that culture, it's making that vibe, it's

00:43:22.849 --> 00:43:26.769
on the brand. And then you can, so I think sports

00:43:26.769 --> 00:43:28.809
are very easy to understand for those that follow

00:43:28.809 --> 00:43:32.630
sports, but then political parties. So I think

00:43:32.630 --> 00:43:34.309
in Australia we've got Labor and then that's

00:43:34.309 --> 00:43:36.530
the working class party. You know, we're there

00:43:36.530 --> 00:43:38.130
for the workers and the unions and we'll have

00:43:38.130 --> 00:43:39.789
a right wing and left wing and a middle party.

00:43:39.980 --> 00:43:42.179
And wherever you are. But you know, so that's

00:43:42.179 --> 00:43:43.719
the thing. So that's sort of known for that.

00:43:43.780 --> 00:43:45.280
And they say they do those things, but then the

00:43:45.280 --> 00:43:47.619
policies may or may not reflect that. But people

00:43:47.619 --> 00:43:50.119
just vote based on that. And then the other way

00:43:50.119 --> 00:43:52.739
is going to be like the liberal side of things,

00:43:52.880 --> 00:43:55.079
probably a bit more business savvy. They try

00:43:55.079 --> 00:43:57.260
to brand across and then mainly business people

00:43:57.260 --> 00:43:59.360
sort of go that way. They still don't understand

00:43:59.360 --> 00:44:01.079
any of the policies or what they're doing. They

00:44:01.079 --> 00:44:02.900
may or may not, depending on who's there, reflect

00:44:02.900 --> 00:44:05.559
that. But it's just that brand of that party.

00:44:06.539 --> 00:44:11.260
On mass. Yeah. on mass, you get that consistency

00:44:11.260 --> 00:44:13.579
and that word of mouth. It might be right or

00:44:13.579 --> 00:44:15.880
wrong, but that's basically what you're going

00:44:15.880 --> 00:44:17.500
for. And you can do that at a large scale, you

00:44:17.500 --> 00:44:19.679
can do that at a small scale, but the theory

00:44:19.679 --> 00:44:25.320
is the same. Yeah, I'd like to see us move back

00:44:25.320 --> 00:44:28.880
towards less polarizing. You mentioned politics.

00:44:29.000 --> 00:44:30.860
We're not going to have politics, no. We're not

00:44:30.860 --> 00:44:32.980
talking about that, but I've seen it in marketing

00:44:32.980 --> 00:44:35.719
and advertising as well, because of social media.

00:44:35.900 --> 00:44:38.840
As we say. Yep. couldn't care less about what

00:44:38.840 --> 00:44:41.179
politics do. That has nothing to do with my business.

00:44:41.320 --> 00:44:43.940
Doesn't matter who's in. I generally pay the

00:44:43.940 --> 00:44:48.139
same amount of tax. Doesn't really matter. One

00:44:48.139 --> 00:44:49.980
year it might be up. You can't control it anyway.

00:44:50.480 --> 00:44:55.000
Exactly. But in regards to society as a business,

00:44:55.139 --> 00:44:58.119
we can affect, and once we start getting bigger,

00:44:58.199 --> 00:45:01.619
we can affect how people feel. And yes, there

00:45:01.619 --> 00:45:03.940
are ways to hack the brain to get new information

00:45:03.940 --> 00:45:06.539
in very, very quickly. And fear is one of them.

00:45:07.400 --> 00:45:10.460
During the 80s, 70s and 80s it was sex, sex sells.

00:45:11.059 --> 00:45:14.440
So every car had a bikini clad model on it because

00:45:14.440 --> 00:45:17.139
the people buying those cars were generally 40

00:45:17.139 --> 00:45:20.920
year old men. So let's hack the brain, let's

00:45:20.920 --> 00:45:23.960
get that new information in. The smell was good

00:45:23.960 --> 00:45:27.170
so fast food restaurants would always pump. the

00:45:27.170 --> 00:45:29.010
smell of their food out at certain times of the

00:45:29.010 --> 00:45:31.010
day. That's smart. Oh yeah, I remember cheeseburgers.

00:45:31.210 --> 00:45:32.329
Cheeseburgers is good. I love cheeseburgers.

00:45:32.409 --> 00:45:35.050
I'm gonna go have cheeseburgers. Bakeries! McDonald's

00:45:35.050 --> 00:45:37.250
did a happy meal because they knew the lifetime

00:45:37.250 --> 00:45:39.489
value of a customer. Let's get them younger.

00:45:40.010 --> 00:45:42.130
Oh, I'm still, I remember getting pulled over

00:45:42.130 --> 00:45:47.219
by the police. in a car when I was three. Yep.

00:45:47.480 --> 00:45:50.860
I wasn't driving. Yep. But this was glad you

00:45:50.860 --> 00:45:52.679
clarified that. That's why you got picked up.

00:45:52.699 --> 00:45:54.619
This is in New Zealand. I know I was three because

00:45:54.619 --> 00:45:56.519
we lived in a certain house. We moved. So we

00:45:56.519 --> 00:46:00.579
were in the other house and we got pulled over.

00:46:01.000 --> 00:46:02.840
Seat belts were becoming compulsory in New Zealand

00:46:02.840 --> 00:46:05.500
at the time. And the police pulled us over to

00:46:05.500 --> 00:46:07.780
check our seat belts and see if we were wearing

00:46:07.780 --> 00:46:09.920
them or not. My brother and I in the back seat,

00:46:10.000 --> 00:46:11.239
we're wearing our seat belts. I guess we're in

00:46:11.239 --> 00:46:14.280
cars. I don't remember, but, um, often we weren't.

00:46:14.599 --> 00:46:16.980
So I was quite happy at the time. I remember

00:46:16.980 --> 00:46:20.000
feeling happy about that. And we got some, um,

00:46:20.000 --> 00:46:22.579
a reward. Yeah, we got two happy meal vouchers.

00:46:22.880 --> 00:46:24.980
The police gave us happy meal vouchers. Oh, outstanding.

00:46:25.139 --> 00:46:26.780
But you're marketing that. A hundred percent.

00:46:26.800 --> 00:46:30.659
And then I also remember, um, like rugby in the

00:46:30.659 --> 00:46:33.059
morning. So a bit older then, but not much older.

00:46:33.360 --> 00:46:35.739
And the player of the game got a Maccas voucher.

00:46:35.860 --> 00:46:38.300
Happy meal voucher. Yep. And the local clubs.

00:46:38.950 --> 00:46:41.610
Yes, that's community involvement, but it's getting

00:46:41.610 --> 00:46:44.809
your brand to certain places. They've changed

00:46:44.809 --> 00:46:47.550
the wording, but you've got it's McCappie time

00:46:47.550 --> 00:46:51.550
and all these things. Yeah, it's fitting in with

00:46:51.550 --> 00:46:54.789
that and your community. And don't ever think

00:46:54.789 --> 00:46:57.329
that that's random. It's all intentional. The

00:46:57.329 --> 00:47:00.369
reason they released the Merc Happy Meal was

00:47:00.880 --> 00:47:03.119
to increase the lifetime value of their customers.

00:47:03.199 --> 00:47:04.800
And you've got, you know, if you think of any

00:47:04.800 --> 00:47:07.519
sport that gets given to schools and they do

00:47:07.519 --> 00:47:09.539
programs and then that's creating future players

00:47:09.539 --> 00:47:13.300
and grassroots programs. Yeah, 100%. Which is

00:47:13.300 --> 00:47:15.460
beneficial because it gets people active. But

00:47:15.460 --> 00:47:19.079
the kids also going to remember that that guy

00:47:19.079 --> 00:47:21.880
was from that club and I haven't gotten affiliation

00:47:21.880 --> 00:47:24.300
yet, but he seemed nice. I like those colours.

00:47:25.059 --> 00:47:28.369
Yeah, it's like banks. When I was in primary

00:47:28.369 --> 00:47:31.130
school, you did the little saving. Yeah. Dollar

00:47:31.130 --> 00:47:33.010
save club. Yeah. Dollar mullets. Put your money

00:47:33.010 --> 00:47:35.929
in there and off you go. You have a couple of

00:47:35.929 --> 00:47:38.050
hundred dollars and you're like... But what Ian

00:47:38.050 --> 00:47:39.989
was talking about before, just polarizing and

00:47:39.989 --> 00:47:42.570
stuff. But I think, yeah, as a brand, we're much

00:47:42.570 --> 00:47:46.130
more akin to, as our company goes, to have people

00:47:46.130 --> 00:47:48.010
promote something positive and not this or say

00:47:48.010 --> 00:47:49.309
you shouldn't do this or you shouldn't have this

00:47:49.309 --> 00:47:50.869
or this product's no good and this one's good.

00:47:51.150 --> 00:47:54.099
But just, you know. put it in a slant where uh

00:47:54.099 --> 00:47:55.659
hey this is what we're trying to do if you if

00:47:55.659 --> 00:47:58.400
you like this that's what we're here for um but

00:47:58.400 --> 00:48:00.440
don't make people feel bad because you're not

00:48:00.440 --> 00:48:02.780
doing us so odd everyone else's products are

00:48:02.780 --> 00:48:04.619
terrible because some people might like them

00:48:04.619 --> 00:48:06.519
it's you know just stick to what you're good

00:48:06.519 --> 00:48:08.760
at what your brand is and talk about that and

00:48:08.760 --> 00:48:10.860
you focus on yourself don't try and be everyone

00:48:10.860 --> 00:48:13.719
that's that's short -term stuff so my point for

00:48:13.719 --> 00:48:18.239
that hacking of the brain stuff is short -term

00:48:18.239 --> 00:48:21.610
win So using fear using sex using whatever it

00:48:21.610 --> 00:48:23.929
is to don't deal with them because of this Yeah,

00:48:24.030 --> 00:48:26.650
don't that negative stuff that person said that

00:48:26.650 --> 00:48:30.389
about you one sale Yeah, and then if you're not

00:48:30.389 --> 00:48:32.110
very good at what you do and most people who

00:48:32.110 --> 00:48:33.929
use that as a strategy I'm very good at what

00:48:33.929 --> 00:48:36.550
they do. Well, they might be very good But it

00:48:36.550 --> 00:48:39.590
leaves about touch negativity. Yeah, so negativity

00:48:39.590 --> 00:48:42.070
is good for the short term If you want a long

00:48:42.070 --> 00:48:44.349
-term relationship with your customers, you need

00:48:44.349 --> 00:48:47.800
your happy meal You need to make them. People

00:48:47.800 --> 00:48:50.340
don't remember what you said. They remember how

00:48:50.340 --> 00:48:52.780
you make them feel. Oh, put that quote up. That's

00:48:52.780 --> 00:48:56.380
a cool quote. I'll steal that one. Yeah. What

00:48:56.380 --> 00:48:58.480
was her name? Pretty sure it was Zahara Lemon

00:48:58.480 --> 00:49:04.980
said it. Yes. Yeah. About 60 years ago. I'm so

00:49:04.980 --> 00:49:09.360
wise. Look it up. There's a lady. Let's get one

00:49:09.360 --> 00:49:11.340
of her real make it go viral and then see how

00:49:11.340 --> 00:49:14.010
many people copy and attribute to her. But for

00:49:14.010 --> 00:49:16.170
a long -term relationship, for lifelong customers,

00:49:17.110 --> 00:49:20.150
make them feel good, not bad. And people don't

00:49:20.150 --> 00:49:21.989
like to listen to people getting dragged through

00:49:21.989 --> 00:49:25.809
the mud. They are Angelo. That's it, my Angelo.

00:49:26.170 --> 00:49:30.230
Angelo. So we're wrapping up branding. Yes. Then

00:49:30.230 --> 00:49:32.510
we're saying we need to know what we want to

00:49:32.510 --> 00:49:34.869
be. We need to like it ourselves. Identify what

00:49:34.869 --> 00:49:36.989
we are. We need to reflect us. We need to be

00:49:36.989 --> 00:49:40.210
something people can get behind as well. Keep

00:49:40.210 --> 00:49:42.889
it simple. Keep it simple and clear. Make it

00:49:42.889 --> 00:49:44.849
memorable. People will understand it. People

00:49:44.849 --> 00:49:47.289
can see it. Feel it. Put it out there. Smell

00:49:47.289 --> 00:49:50.309
it. Taste it. Sit in it. When we talked about

00:49:50.309 --> 00:49:53.150
social media in a previous podcast and we talked

00:49:53.150 --> 00:49:55.289
about needing 21 posts a day and rah rah rah.

00:49:55.710 --> 00:49:57.730
The biggest pushback I ever get on that is I

00:49:57.730 --> 00:49:59.940
don't want to bother people. And honestly, it

00:49:59.940 --> 00:50:02.239
doesn't make sense. Unless your business is 100

00:50:02.239 --> 00:50:03.820
% selling stuff through social media, it doesn't

00:50:03.820 --> 00:50:07.219
make sense. But if you are in a position where

00:50:07.219 --> 00:50:09.360
you don't want to tell people about your brand,

00:50:10.679 --> 00:50:12.639
the brand's not your problem. You don't believe

00:50:12.639 --> 00:50:16.500
in your brand yourself. You should be the biggest

00:50:16.500 --> 00:50:18.719
bullhorn for your brand if you're the business

00:50:18.719 --> 00:50:21.059
owner. You need to believe in it. You shouldn't

00:50:21.059 --> 00:50:23.159
have to force it either. 150 million percent.

00:50:23.300 --> 00:50:26.230
Should just be natural. Like, I know that I'm

00:50:26.230 --> 00:50:28.050
selling this product because that's a solution

00:50:28.050 --> 00:50:31.230
to a problem in society that society needs, whether

00:50:31.230 --> 00:50:33.869
it's a product or a service. And everyone needs

00:50:33.869 --> 00:50:38.090
this. And if that's not you, ask yourself why.

00:50:38.769 --> 00:50:41.570
Yep. And then your brand appeals to your customers,

00:50:41.710 --> 00:50:44.530
but it appeals to your staff. Yeah. You attract

00:50:44.530 --> 00:50:46.389
good staff with good branding. All that sort

00:50:46.389 --> 00:50:48.550
of stuff. You need to have a pipeline. So it

00:50:48.550 --> 00:50:50.289
needs to be not just people dealing with now,

00:50:50.309 --> 00:50:52.949
but people deal with it in the future. You just

00:50:52.949 --> 00:50:55.449
have to control over it. Make it possible for

00:50:55.449 --> 00:50:58.030
people to say no to. Be unique. Don't be afraid

00:50:58.030 --> 00:51:00.170
to be different. Clean plumber. This is like

00:51:00.170 --> 00:51:02.590
the clean plumber. You know, wear a suit and

00:51:02.590 --> 00:51:03.989
give a rose out. Nothing to do with plumbing,

00:51:04.409 --> 00:51:07.389
but it's good brand. No one else had done it.

00:51:07.550 --> 00:51:11.239
Yeah. And then. subconscious stuff that we don't

00:51:11.239 --> 00:51:14.099
think about, you do, but I'm saying we as everyone

00:51:14.099 --> 00:51:17.179
else, me included, that people look at or feel

00:51:17.179 --> 00:51:18.920
or smell and they associate it with something

00:51:18.920 --> 00:51:20.699
else from their life or something else they've

00:51:20.699 --> 00:51:23.900
already given trust or support to. And I guess

00:51:23.900 --> 00:51:25.380
that's where some of the professionals can do

00:51:25.380 --> 00:51:27.519
a little bit better sometimes. That's what you're

00:51:27.519 --> 00:51:30.539
not getting from a $5 logo. Yeah. And if you

00:51:30.539 --> 00:51:32.599
can articulate what you want and you're clear

00:51:32.599 --> 00:51:34.480
on that and you can find someone that can actually

00:51:34.480 --> 00:51:37.440
turn that into a little bit of art for you, then

00:51:37.440 --> 00:51:41.320
that's... pretty handy. Does that sound like

00:51:41.320 --> 00:51:43.079
a pretty good summary of what we discussed? What

00:51:43.079 --> 00:51:46.039
a wrap -up. That was amazing. Spot on. We stole

00:51:46.039 --> 00:51:48.699
both of her jobs, start and finish. We started

00:51:48.699 --> 00:51:52.079
with rowing our boat through excrement and we

00:51:52.079 --> 00:51:54.719
finished on a beautiful wrap -up. I wonder why

00:51:54.719 --> 00:51:57.559
you smell sometimes after notfest. After notfest,

00:51:57.719 --> 00:52:02.360
that's this week. Two week berth. Alright guys.

00:52:02.380 --> 00:52:06.650
She always a lucky lady. Thanks for joining us

00:52:06.650 --> 00:52:10.170
and we will see you on the next podcast. Bye.