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The Brandtelling Podcast

The Brandtelling Podcast

By Brandtelling | Arthur Germain

We share secrets, systems and strategies you can use to unleash the power of story to build and grow your brand. Brought to you by Brandtelling, a brand storytelling agency.
www.brandtelling.com
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Currently playing episode

Brandtelling Podcast - The Voice of Your Brand with Rob Carbone

The Brandtelling PodcastJun 21, 2022

00:00
33:36
Why isn't your brand getting any love?

Why isn't your brand getting any love?

Why ain't your MSP brand getting the love it deserves? I've got some thoughts.


===

01 - You think brand strategy and storytelling are luxuries.

If you’re focused on hiring BDRs and salespeople to “bring their book” instead of building a compelling story for them to tell customers, you may be missing out.


02 - You don’t think that a strong brand matters for selling.

Good salespeople are worth their weight in gold, bitcoin, or Nvidia stock. But even the best salesperson needs an authentic, compelling, relatable and memorable customer success story to share with prospects.


03 - You’re afraid you can’t show thought leadership.

Give yourself more credit. You built your MSP on more than your vendor products and some hustle. You provide comfort, value and benefits your clients can’t find anywhere else.


Talk about that.


04 - You think it’s too much trouble to build your brand.

Which businesses earn your attention in your social feed, inbox and at events?


I’m betting its those companies that have done the hard work establishing, strengthening and promoting a consistent brand.


05 - You’re not sure where to begin.

This is the real challenge, because when you don’t know where to begin, sometimes you don’t.


Take the leap and look at your brand. What makes it different? What makes your customers keep coming back? What can you do to guide them and help them?


What Should You Do? Hire a brand strategist and storyteller that gets your business.

Work with someone who understands all your funny acronyms, speaks fluent chanel and is willing to stand up to your vendor partners when necessary.


Hire someone who can support the brand building activities you need to grow.


====


Let’s meet.

Get a free consulting call to see if we’re a fit.

https://letsmeet.brandtelling.com


====


Want more? Grab a copy of my paperback or eBook Bundle. Available at TheArtofBrandtelling - dot - com

Use code MORE20 for 20% off the eBook Bundle.


Follow me for more thoughts on improving your brand story and connecting with your audience:

LinkedIn: https://arthurgermain.com

Mar 27, 202404:46
Why isn't your brand turning heads?

Why isn't your brand turning heads?

Ever wonder why your brand isn't turning heads? I've got some thoughts.
===
5 thoughts about why your business brand isn’t turning any heads.
01 - Lost in Translation
Is your brand echoing the same messaging as your competitors?
Differentiation is crucial in a crowded market.
Develop a unique selling proposition and brand voice to avoid being another "me too" brand.
02 - Message Mayhem
Does your brand story resonate with customers or do your messages change all the time?
If your brand narrative is difficult to follow or fails to connect emotionally, you can lose and confuse your audience.
Remember, consistent, compelling storytelling is vital to building an influential brand.
03 - Ghost Town
Are you getting engagement for your content and stories? Are customers responding to your emails?
A brand that fails to connect is like a ghost town - eerily quiet, instantly forgettable.
Use your brand voice like a town crier, proclaiming your message from the rooftops.
04 - Trust Issues
Ultimately your brand is a promise that you’re making to customers.
Businesses that fail to deliver on their brand promises are on shaky ground.
Maintain customer trust by ensuring your brand's actions align with its words.
05 - Invisible Man Syndrome
A strong, recognizable visual identity stays imprinted in your customers' minds.
Are you losing potential brand recognition due to a weak or inconsistent brand identity.
Build a brand face that paints an unforgettable picture.
What Can You Do? Review, Refresh and Rebuild
Review your brand from top to bottom to ensure that you’re always delivering a consistent and powerful message.
Look for opportunities to strengthen and refresh your brand story when necessary.
And don’t be afraid to rebuild your brand when you’ve made a big change.
Want more? Grab a copy of my paperback or eBook Bundle. Available at TheArtofBrandtelling - dot - com
Use code MORE20 for 20% off the eBook Bundle.
Follow me for more thoughts on improving your brand story and connecting with your audience:

LinkedIn: https://arthurgermain.com

Mar 27, 202404:30
How can you get your brand name out there?

How can you get your brand name out there?

Ever wonder how to "get your name out there?" I've got some thoughts.


===

Most brands tell me the single most important brand objective they have is to "get our name out there." But that is often a challenge for five reasons.


01 - Not sure what you want to say.

Your own unique and differentiated perspective should be the foundation for every article you write, social media you post, presentation you give and event where you exhibit.


There isn’t any question about what you want to communicate when you’ve taken the time to determine this first.


02 - Not sure who you want to reach.

Decide whether you’re trying to communicate with a prospective investor, employee, partner or customer. Don’t try to reach everyone all at once.


Then draft your message for ONE PERSON in the audience group you’re trying to reach.


03 - Not sure where you want to say something.

When you understand who you are communicating with, you next need to know where they go for information. Be there.


LinkedIn, Facebook and Instagram all have their place. But not every audience group you want to reach will be in every place. Match your message with your audience’s preferences.


04 - Not sure when you should say something for most impact.

Match your message strategy with your audience’s attention capacity. This isn’t easy.


Event attendees’ ability to listen and focus is inversely proportional to the time left before the event.


Plan your messages alongside your industry calendar.


05 - Not sure why you saying something makes a difference.

This is often the biggest challenge. A strong Brand Story Strategy includes knowing what, who, where, when and WHY you are communicating in the first place.


What impact will your message make in your industry?


What Should You Do? Build a Strong Brand Story that Accounts for the 5Ws.

Content and activities for the sake of showing motion are no substitute for strategy and planning.


Every communication requires an objective and a target audience.


Otherwise it’s just more noise.


====


Want more? Grab a copy of my paperback or eBook Bundle. Available at TheArtofBrandtelling - dot - com

Use code MORE20 for 20% off the eBook Bundle.


Follow me for more thoughts on improving your brand story and connecting with your audience:

LinkedIn: https://arthurgermain.com

Mar 27, 202404:12
Why is your brand struggling to connect?

Why is your brand struggling to connect?

Ever wonder why you're struggling to connect with your copy? I've got some thoughts.


Hint: Me, me, me, me.

===

Many brands struggle to overcome the instinct to talk about themselves. That is a challenge for five reasons.


01 - Your copy feels self-congratulatory.

You like you, and that’s ok.


But if all your blog posts, news releases and LinkedIn shares begin to sound like you’re a character from the Marvel Cinematic Universe, it’s time to take a step back from the Koolaid Kooler.


02 - There is no “I” in team, but there’s a lot of “us, we, I and me” in your copy.

You want to talk about your accomplishments.


You want to claim your accolades.


You wonder why no one outside your organization is liking your posts?


Think about it.


03 - Your copy sounds like you walked your industry tradeshow floor with a recorder.

That list of meaningless adjectives may impress your high school English teacher (sorry high school English teachers) but not your prospects.


Look for these fun terms in your copy: Scalable, robust, unique, powerful.


Check, check, check, check?


04 - Customers don’t see themselves in your copy.

Your customers work with you for a reason. They see themselves benefitting from the relationship.


If your articles, posts, podcasts and videos don’t share that relationship, why bother posting them?


05 - You forgot that you’re not in the soliloquy business.

Hamlet got away with talking to himself. You’re business isn’t so lucky.


You need to connect with your audience. You want to let them know you’re on their side. You want them on your side.


Otherwise, you’re just talking to an old skull and hoping for the best.


What Should You Do? Focus on “you” and “me” in your copywriting.

Your content should connect, not repel.


Connection comes from building real relationships based on providing value and benefits that are meaningful to your customers.


Make your copy focus on the outside, not the inside.


====


Want more? Grab a copy of my paperback or eBook Bundle. Available at TheArtofBrandtelling - dot - com

Use code MORE20 for 20% off the eBook Bundle.


Follow me for more thoughts on improving your brand story and connecting with your audience:

LinkedIn: https://arthurgermain.com

Mar 27, 202403:58
5 Thoughts on Telling Your Brand Story

5 Thoughts on Telling Your Brand Story

Ever wonder if your brand is telling a powerful story? I've got some thoughts.
===
5 thoughts about telling your own powerful brand story.
01 - Define your unique value.
Take the time to identify what sets your business apart from your competition.
Your “unique value proposition” should be clear, concise and compelling, and it should resonate with your target audience.
02 - Clearly identify your target audience.
Identify and focus on your ideal customer, including their needs, pain points, and buying habits.
While every customer is different, you will begin to identify certain similarities that you can use as you develop messaging that resonates with them.
03 - Craft your brand messaging.
Develop a consistent, cohesive and compelling set of messages that articulates your value proposition and speaks directly to your target audience.
Your messaging should be memorable, easy to understand, and differentiate your brand from competitors.
04 - Tell your brand story.
Create a narrative that brings your brand to life and connects with your target audience on an emotional level. This is where customer success stories (not “case studies”) can really play a part in connecting with your prospects.
05 - Amplify your brand message.
Share your brand story through a variety of channels and touchpoints, including your website, social media, content marketing, advertising, public relations, tradeshows, and other marketing initiatives.
Consistency and repetition are key to building a strong and recognizable brand story.
What Can You Do? Focus on your “Different”
Instead of playing the “me too” game with your competitors, try changing the game altogether.
Make a comparison chart and highlight what makes you different, where you stand out, and why customers enjoy working with you.



Want more? Grab a copy of my paperback or eBook Bundle. Available at TheArtofBrandtelling - dot - com
Use code MORE20 for 20% off the eBook Bundle.
Follow me for more thoughts on improving your brand story and connecting with your audience:

LinkedIn: https://arthurgermain.com

Mar 27, 202403:58
Brandtelling Podcast - What do you do?
Nov 16, 202304:36
Brandtelling Podcast - What is the Impact of Your Brand in a Volatile Economy?

Brandtelling Podcast - What is the Impact of Your Brand in a Volatile Economy?

The mistake many brands make is to feed the brand when times are good and starve the brand when times are not so good. That's a little backward.  In this episode of the Brandtelling Podcast, Brandtelling Principal & Chief Brandteller Arthur Germain offers some perspecitve on investing in a seaworthy brand during turbulent times.

Jun 21, 202202:38
Brandtelling Podcast - The Voice of Your Brand with Rob Carbone

Brandtelling Podcast - The Voice of Your Brand with Rob Carbone

What is the voice of your brand? Not just the tone of the brand and the words you are using, but what does the actual voice sound like? What is the quality of that voice? This is what we explore in the latest episode of my Brandtelling Podcast.   In this episode, "The Voice of Your Brand," I am pleased to be joined by Rob Carbone, President of Rob Carbone Voice Over, a professional voice-over artist who brings his expertise (and terrific voice) to help brands sound as professional or casual as they desire. Rob details how voice overs or VOs can help brands build and share their story leadership.This video may be of interest to someone at a company where you do business who asks, "Can't someone on our staff just record the VO for our video?"

Jun 21, 202233:36
Brandtelling Podcast - Content Transformation for Story Leadership

Brandtelling Podcast - Content Transformation for Story Leadership

Content marketing is how savvy B2B companies build and share their stories with prospects and customers. But how can you repurpose, reuse and recycle stories as authentic and meaningful new content?  In this episode of the Brandtelling Podcast, Brandtelling Principal & Chief Brandteller Arthur Germain is joined by Jaclyn Schiff, CEO of PodReacher, a done-for-you-service that transforms podcast episodes into high-quality articles to boost the visibility of your podcast. Jaclyn details how "content transformation" is much more than simply repurposing older content and she shares ways that businesses can build and share their story leadership.

Jun 21, 202228:29
Brandtelling Podcast - Dump the Marketing Funnel

Brandtelling Podcast - Dump the Marketing Funnel

Today we bust a common marketing myth: The Marketing Funnel -- and we provide something else to replace it that works a lot better. What's wrong with the Marketing Funnel?   It's broken. It assumes everything is a lead that comes into the top and that all your leads will glide out of the bottom as prospective customers. But we know it doesn't really work that way, right?  In this episode of the Brandtelling Podcast, Brandtelling Principal & Chief Brandteller Arthur Germain discusses how Staging Your Content for Awareness, Consideration and Decision works better than the old Marketing Funnel.  

And here is a great infographic you can use as a reference: https://download.brandtelling.com/stages

Jun 21, 202204:25
Brandtelling Podcast - LI News Interview with Jay Oliver & Arthur Germain

Brandtelling Podcast - LI News Interview with Jay Oliver & Arthur Germain

Jay Oliver of LI News Radio interviewed Arthur Germain of Brandtelling live on the show floor of the 2022 HIA-LI Business-to-Business Trade Show where they discussed what it's like to be back live and in-person again. (audio only)

Jun 21, 202205:05
Brandtelling Podcast - A Quick Introduction to Arthur Germain and Brandtelling

Brandtelling Podcast - A Quick Introduction to Arthur Germain and Brandtelling

A Quick Introduction to Arthur Germain, Principal & Chief Brandteller at Brandtelling

Jun 21, 202201:33
Brandtelling Podcast - Strategy, Objectives & Tactics

Brandtelling Podcast - Strategy, Objectives & Tactics

What's the difference among strategy, objectives and tactics? Lot's of marketers and agencies veer off into tactics before ever discussing strategy or selecting objectives. It's easy to be lured by the bright and shiny lights - but don't be fooled!   In this episode of the Brandtelling Podcast, Brandtelling Principal & Chief Brandteller Arthur Germain discusses the 5Ws and how and when to apply them to stay on track with your brand Strategy, Objectives and Tactics.

Jun 21, 202202:20
Brandtelling Podcast - 7 Secrets to Brandtelling Success

Brandtelling Podcast - 7 Secrets to Brandtelling Success

In just seven steps, you can build a stronger brand story for your growth-oriented professional services business to gain trust, win new customers and increase sales.  Brandtelling Principal & Chief Brandteller Arthur Germain introduces 7 Steps for Brandtelling Success  in this episode of Brandtelling Podcast.

Jun 21, 202202:03
Brandtelling Podcast - 3 things to keep in mind when sharing your brand story

Brandtelling Podcast - 3 things to keep in mind when sharing your brand story

Stories are incredibly powerful.. they're emotional and they connect us to one another. But can you improve the way you tell your brand story for greater impact? Sure you can!  Brandtelling Principal & Chief Brandteller Arthur Germain details 3 things to keep in mind when sharing your brand story in this episode of Brandtelling Podcast.

Jun 21, 202203:27
Brandtelling Podcast - Place, Space or Face

Brandtelling Podcast - Place, Space or Face

Is your B2B brand represented by a place, a space or a face – or something else? When you think about your brand, what comes to mind? Is it your headquarters place of business, the spaces where you work with customers or is it the faces of you and your employees?   Brandtelling Principal & Chief Brandteller Arthur Germain details three ways to think about the impact of location on your B2B brand in this episode of Brandtelling Podcast.

Jun 21, 202205:04
Brandtelling Podcast - Three Times to Refresh Your Brand

Brandtelling Podcast - Three Times to Refresh Your Brand

How do you know when it's time to refresh your brand and brand story? Brandtelling Principal & Chief Brandteller Arthur Germain details three times when you should consider refreshing your brand in this episode of Brandtelling Podcast.

Jun 21, 202204:24
Brandtelling Podcast - Selecting a Brand Name

Brandtelling Podcast - Selecting a Brand Name

Most professional services companies start with their name. And then they feel stuck with it. But you don't have to be. Brandtelling Principal & Chief Brandteller Arthur Germain tackles the topic of selecting a name for your brand in this episode of Brandtelling Podcast.

Jun 21, 202203:02
Brandtelling Podcast - Who is Your Customer?

Brandtelling Podcast - Who is Your Customer?

Without a well-defined ideal customer, your professional services business isn't hitting the mark. It doesn't matter what your business offers or how well your product of service works -- if you don't have a clear idea about who you serve!  Brandtelling Principal & Chief Brandteller Arthur Germain tackles this topic in this episode of the Brandtelling Podcast.

Jun 21, 202202:52
Brandtelling Podcast - What is a Brand?

Brandtelling Podcast - What is a Brand?

Simple question, so many answers. Brandtelling Principal & Chief Brandteller Arthur Germain tackles this question in our inaugural video podcast on the Brandtelling Podcast.

Jun 21, 202204:27
Stronger Speaking Performance through Storytelling - an interview with J.T. Compeau, founder of The Content Interpreter
Aug 12, 202026:47
Business Development to Grow Deeper Connections - an interview with Adam Holtzer
Jun 26, 202029:52
Creativity is Ageless - an interview with Eddie Prentiss founder of Creageless
Jun 08, 202023:06
The Impact of Voice on Your Brand Story - an interview with Cynthia Zhai

The Impact of Voice on Your Brand Story - an interview with Cynthia Zhai

Can the way that you tell a story - the sound of your voice - impact the way that your brand story is received? On this episode of The Brandtelling Podcast we interview international voice coach and trainer Cynthia Zhai from her home in Singapore about how the sound of your voice can reflect your past, present and potential.

Apr 01, 202021:46
How are you staging your content for the buyers journey?

How are you staging your content for the buyers journey?

Your B2B content marketing plan should include different types of content to nurture marketing leads through their customer journey. We like to look at three simple stages: Awareness, Consideration and Decision. In this podcast we discuss the difference between each stage and make recommendations about the type of content you should be sharing with your prospects.

Feb 21, 202010:08
Building Story Leadership (tm) by Being Magnetic - an interview with Jess Todtfeld

Building Story Leadership (tm) by Being Magnetic - an interview with Jess Todtfeld

Can you build Story Leadership (tm) by being magnetic? And what does that mean for your business? On this episode of The Brandtelling Podcast we interview media trainer and communication strategist Jess Todtfeld about how he shows executives and c-suite leaders how to BE Magnetic… how to quickly gain the confidence and skills to master speeches, presentations and media interviews.

Jan 08, 202023:13
Building Story Leadership (tm) through Content Curation - an interview with Scott Rogerson of UpContent

Building Story Leadership (tm) through Content Curation - an interview with Scott Rogerson of UpContent

There are lots of ways to build your Story Leadership (tm), including "content curation," where you carefully select and share content created by other people. In this episode of The Brandtelling Podcast, we interview Scott Rogerson of UpContent, a content curation platform built for today's busy marketers.

Dec 24, 201923:04
Achieving Peak Performance for Sharing Story Leadership (tm) - an interview with Dr. Dan Schaefer, PhD

Achieving Peak Performance for Sharing Story Leadership (tm) - an interview with Dr. Dan Schaefer, PhD

In this episode of The Brandtelling Podcast, we talk with Dr. Dan Schaefer, PhD, CEO of Peak Performance Strategies, about ways to share your brand story and rise to the peak of performance. Watch out - Dr. Dan may hypnotize you to increase your performance and maybe your golf swing!

Dec 10, 201919:50
Intellectual Property & Brand Protection - An interview with Jim Harrington of Hoffman and Baron Law

Intellectual Property & Brand Protection - An interview with Jim Harrington of Hoffman and Baron Law

Your brand is one of your biggest assets. So why do so many companies fail to take the proper steps to protect those assets as core intellectual property? On The Brandtelling Podcast, our guest, Jim Harrington of Hoffman and Baron Law, discusses the importance of protecting your intellectual property -- defending your Story Leadership(tm) -- including trademarks, trade secrets (shh), and patents.

Nov 27, 201917:44
What did your first job teach you about branding?

What did your first job teach you about branding?

In this episode of The Brandtelling Podcast, Arthur Germain tells a story about 8 things he learned about branding from his first job working at a camera store (back when you shot on film and it had to be processed before you could see your pictures.)

Nov 11, 201906:34
Interview with Jim Ferme of Business Impact Group

Interview with Jim Ferme of Business Impact Group

In this episode of The Brandtelling Podcast we welcome our guest, Jim Ferme, Founder of the Business Impact Group (BIG), an executive-level business growth accelerator, for a discussion about referral marketing, brand awareness and making true business connections.

Oct 16, 201928:02
Interview with Lisa Dreher of Guide Force

Interview with Lisa Dreher of Guide Force

In this episode of The Brandtelling Podcast we welcome our guest, Lisa Dreher, Chief Marketing Officer and Brand Strategist of Guide Force, a business growth solutions firm, for a wide-ranging discussion about marketing, branding and newsjacking.
Sep 28, 201919:02
What to Look for in a Marketing Agency Relationship

What to Look for in a Marketing Agency Relationship

Looking for a marketing agency to take your technology, manufacturing or professional services firm to the next level? Make sure the agency you select is CLEAR about how they work:

  • Clarify
  • Leverage
  • Enhance
  • Amplify and
  • Run
Sep 03, 201904:34
How to Make Your Sales Team Fall in LOVE with Marketing

How to Make Your Sales Team Fall in LOVE with Marketing

There's a disconnect between Marketing and Sales that you can bridge by showing the sales team a little L-O-V-E. Listen to the latest episode for mire.

Aug 28, 201905:14
How to Create Visual Brand Identity for Your Brand

How to Create Visual Brand Identity for Your Brand

A visual brand identity - your company logo, colors, and overall look and feel - is how most customers first interact with your brand. Arthur Germain and Michael Simbrom discuss how to make a solid first impression with your visual brand identity choices.

Aug 23, 201918:19
How to Conduct a Brand Assessment to Improve Your Brand Story

How to Conduct a Brand Assessment to Improve Your Brand Story

Could a brand assessment help you refocus and reposition your brand? Arthur Germain and Michael Simbrom (Communication Strategy Group) explore how to use a Brand Assessment to rebuild your brand story.

Aug 22, 201918:56
How to Leverage Thought Leadership to Promote Your Technology, Manufacturing or Professional Services Firm

How to Leverage Thought Leadership to Promote Your Technology, Manufacturing or Professional Services Firm

Leveraging your organization’s thought leadership is critical! We define thought leadership as the point of view of your leadership team that shares their experience, expertise, passion, talent and attitude to better connect with your customers, partners and industry community. It’s the WHY & HOW your company does what it does; not just the WHAT.

Aug 21, 201907:58
IT Channel Companies Should Tell their Own Brand Stories

IT Channel Companies Should Tell their Own Brand Stories

Does your brand story sound like your competitors’ brand story? Is there a reason? How can you differentiate yourself? This is a common issue for many channel IT companies – whether you are a solution provider, a managed solution provider, a cloud provider, or any other flavor of the IT channel. 

Aug 08, 201904:46