Kate Obert gives us some powerful insight on branding. This is not your typical conversation about branding. Learn the big thing I just recently did!!! Why it was a good move! And how you may be experiencing the same thing.
-what is branding really about
-when should you rebrand and why!
-the secrets behind any great brand.
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KATE OBERT Temi
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Time Starts: Kris (23:38):
Hey everyone, it’s Kris Ward. Welcome to another episode of Win the hour, Win the day. Today is an exciting day. We have Kate Obert.
on the show. Now listening guys, this is going to be fun. Kate is a brand strategist and you may have heard of Kate on a number of other podcasts and you know, she just really leaves some really solid tips and messaging behind. So we really want to listen to everything she has to say. And today she’s going to get you, you know, in the front of the line as far as your audience goes and make sure that you are really, truly seen. And that’s what we’re going to dive into and we’re just no nonsense. So listen, this is something I’m really interested in because I do see a lot of people misunderstand what branding is.Kate Obert (24:48):
Kate: Yeah, absolutely. So branding is just a fancy way of saying your reputation. So it’s how other people perceive you. It’s the foundation. It’s what I like to call it, the soul of your brand. Um, your tone of voice, your messaging. Again, just how people perceive you. A lot of peoples dive right into the visual stuff and yes that’s the first thing people see. So it is important. But the first thing when you are, when you’re creating a solid brand, you have to start with the foundation.
That’s a really good point. I thought, okay, you have to present, you’d be polished, look professional. And those who worked with me behind the scenes thought I had high energy. You know, it was fun and you know, I was all these things and thank you for the compliments. But that wasn’t how I presented myself online because I thought I want people to take me seriously. And now the biggest compliment I get from people at the sending messages is, Oh, I love your energy. And they, and they speak to these things that are really more authentically me and, and they’re talking about my brand. And I stifled that because I didn’t think that was the, I don’t know, the most professional way to show up for years.
Kate Obert (26:19):
When you can be the most authentic to you, that’s when your brand, and that’s when your business will grow. And authenticity doesn’t mean showing up on camera, crying, airing your dirty laundry, talking about all these vulnerable things. If that’s not you, then that’s not authentic. Authentic just means bringing so much of you to the table and for you, like you’re very high energy. It would, you would be able to see if, if you tried to be so professional and I did, there’s going to be some, there’s going to be some disconnect and energy through a camera, through audio. So you know, as you said, that you’ve seen, the more you brought yourself into your business, into your personal brand, the more you exploded.
Now, but here I always struggle with the word authentic cause I heard it for years and of course I thought, well please, whatever. I felt I was being authentic because you know what, when I was sitting there visiting with my grandmother, I was authentic, but I was a different version of Chris. You know what I mean? Like she saw me a certain way and I had a certain role with her. So I thought I was authentic because I was showing up my work. Chris, my professional Chris.
Kate Obert (28:28):
So a lot of people, a lot of the mistakes are the same for when people get started. It’s just they focus too much on the visual brand because that’s what everyone tells you what branding is. It’s how you wrote which yes, but they don’t actually get down to the core. And even if you’ve been in business five, six, 10 years, you still have to revisit that. And you need to make sure that you are quote unquote on brand, which means you need to make sure that it, um, like what you are putting out is exactly what you want people to see from you. So you do have to, as you evolve and as your company or as you evolve, your company will evolve too. So the way that you started more than likely is going to be different six years. Your why, why you’re in business more than likely hasn’t changed, but what you’re doing can kind of change as you evolve.
Kate Obert (29:18):
So you just need to make sure all of that stays cohesive. So what I see a lot of my clients are, they’re introducing from, from when they’ve started, they’ve introduced new products. Um, they have changed as a person. I mean, I’m sure test to entrepreneurship is just a personal development journey.
Yes, yes, you’re right. Or like a painful one.
And you know, we keep coming back to the fact that the visuals aren’t everything. But I know for myself, and this was again a lesson I wish I had learned in less than five years, but what would happen is I would see people out there putting out stuff that was very raw or on polished or you know, it’s like, Oh, I would make it look nicer than that. And there they were making all kinds of money or doing things and they were more like, they were just getting this stuff out, getting audience feedback and then tweaking it and improving it.
Kate Obert (31:49):
Oh, I completely resonate with you. That’s exactly how I was in the beginning. I’m a recovering perfectionist and done is better than perfect and that was so, it makes me cringe sometimes even saying that still because I am, I like things to look nice. That’s the entire nature of my being is I value being around and creating a beautiful environment.
Kate Obert (35:38):
What is so cool and powerful about our rebrand is the fact that I think we all need to remember that we’re allowed to change. We’re allowed to evolve, we’re allowed to do a rebrand. We’re allowed to start out by just putting things out there and getting feedback back. And then once we get to a certain point, we’re allowed to say like, Hey, this is what it is now.
Yeah. And you’re writing and we get caught up. Like, I first thought, well, in a company’s 12 years old, well first of all, it’s not like I’m Coca Cola or Apple. And even if I was Coca Cola changed their logo, like, you know, different versions of it, like 10 times, right? Same with Apple being the Mac and all that stuff, but you get caught up in the, Oh, I can’t do that because like this isn’t the professional way or something. But first of all, who’s keeping track? Right? How important do I think I am? And secondly, the biggest companies in the world do it. But you just get caught up in the, I don’t know, not even business etiquette, but something like business no-nos or you get this, the silliness in your hand,
Kate Obert (37:23):
the business etiquette. That’s a great lack of better phrase. Like that’s totally do you think that has to be done some way or when you’re starting out has to be perfect and that these people don’t, you just make up these stories in your head and that’s what they are. They’re just stories. It’s not actual reality.
Yeah. And I think it’s, I mean you, you have to find your business voice. Right? And we were so blessed we had Ray Edwards on the show, like the godfather of copying big, big coup for us. And you know, he, he really talks about finding your voice and one of the things he talks about is to like asking your customers, right? And like it’s a simple thing. If you don’t know, just call your customers. In his case he was talking about copy or what, you know, how to write to your customers. Just ask them the words they use. But it does remind me now to have your brand because my clients told me these things and then I thought, Oh, those are things. Once you get to know me like a fifth date thing, the, you know, so they told me how to represent, I should be representing myself by the compliments they gave me.
And then I found that I attracted people. Sometimes I would attract people that were just like me and we had a blast and they loved how clearing concise was. And we got stuff done really quickly. And then there was other people that found me too much. So I would try to soften it. And then when I got back to the first person who did like my directness and my energy, they’d say, Chris, why are you wasting time? Explain that to me. Just tell me what I need to do. And I’m like, Oh, I’m sorry I dealt with this other person yesterday. So I was ping pong in between multiple personalities, right? Yeah. And I just realized this other person who thinks I’m too much, they’re not my people.
Kate Obert (45:49):A hundred percent a hundred percent that’s exactly within your brand. Why it’s so important to be very clear. So let’s talk, especially within personal brands is because you’re really going to attract the person who wants to work with you, actually want to work with because what’s not fun isn’t sustainable. So if you had those other, other people that you are consistently working with that just like told you you are too much and whatever, that’s going to hurt you in multiple different ways. But if you stick with the people who really resonate with you on a very authentic, here’s the word again, but authentic level and match your energy, that’s going to spur you on to be more creative. It’s going to spur you on to have more unique offerings for your clients, like so many different things. And that’s just being in alignment with who you are. So that gets back to the foundation of your brand.