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This episode is a business coaching course that teaches the branding elements.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Elements of Branding: 1. Smells - How does your product smell?
  • Ask Yourself: Does my brand reflect the products or service that I am selling?
  • Lesson Nugget: Be intentional about creating a positive smell.
  • Elements of Branding: 2. Decor - The imagery around you.
  • Lesson Nugget: Anything your customer can see needs to tie into your brand.
  • Editor's Note: For all FREE downloadables, email us at: info@thrive15.com
  • Elements of Branding: 3. Music - The music's tempo should reflect the feel you want for your business.
  • Lesson Nugget: Music will set the tone for your business and brand.
  • Recommended Reading:
    -by Daniel Goleman

- Okay, so the last thing that we're going to talk about in terms of the importance of branding are the different elements, the different things that contribute to your brand. This is huge, okay? Because there's some things that a lot of business owners don't think about. I know that all the Thrivers, they thought about this. But I know that there's some non-Thrivers, that maybe haven't thought about it. - Yeah. - Ok, so Clay, begin walking me through the different elements of branding and what's contributed to that. - You have 6 of them and I'm going to move pretty quick on these, but there's 6 powerful ones. One is, it smells. How does your product smell? If you're selling the book, are you kidding me, one thing you can do, magazines do it, they put perfume samples in the magazine. Guess what, they'll add value to the magazine. In your office, it needs to smell good. Elephant in the Room, we have man candles. These candles, you burn them, it smells like pinon wood, or it smells like meat, or whatever. I mean, so you definitely want to have a smell. Very intentional smell. The absence of smell is a license for things to be bad. Be intentional but your smell. Ask yourself what are you selling, cookies? Are you selling men's haircuts? Are you selling, what are you selling? How should your office smell? Sharp gas stations, sharp convenience stores, they get smell. Not sharp ones you walk in, it just smells kind of weird. And the human body smells weird by default. So you have to be intentional about creating positive smells. Starbucks is intentional about the smell. Jiffy Lube has fresh popcorn they waft. And you want to be intentional about the smell. And the second thing is decor. That's the imagery around you. And our Thrive15.com studio, why do we have so much images in our headquarters, in our studio and every aspect? Because, when you're surrounded by the thoughts of great people, great women, great man, positive things, it begins to change your thinking. It begins to change and influence your behavior. So in our office, I have Phil Pressey's jersey up here. Why? Well, Phil is five foot ten, and he's in the NBA. He's a friend of ours. It's pretty cool to be five foot ten and make it to the NBA. He's a grinder, his father coaches for the Lakers. He was a grinder too. It's awesome. So, I put him up here, because he's the grinder. He's the kind of the heart of the, he's kind of the mascot for us almost. It's that sort of decor that sets the tone. So if you own a men's grooming lounge, think about what do men want. In this case, barnwood works really well for our clients. If you have a women's wedding focused business, what kind of decor do women want? For your book maybe think about the decor in the background. If you're recording a podcast or video broadcasts, or the or the letterhead you send out. Anything the customer sees, you just want to make sure what they see visually, that it ties into your brand. - And so, Thrivers, if you are looking for examples on what to put up in your office, or surround yourself with these powerful notable quotables, maybe you've seen them in the newsletter, these different quotables. If you email us at info@thrive15.com, we will send you some of the downloadable notable quotables so that they can post them, print them, and put them up in the office. - We have a lot of Thrivers who've begun to print these notable quotables and put them in their office to encourage themselves. We have 16 by 20 sized print notable quotables you can download for free. I want to send those to you, and a lot of people print them and encourage themselves. I mean, that's a huge thing. It sets the tone. The third is music. If you have a restaurant and it's fine dining, you probably want to lower beats per minute, so it's more of a regal atmosphere. If you have a Friday's restaurant, or Elephant in the Room, that's our place. We want kind of a, that kind of tempo, because we want to have that speed. We want you to not be there for two hours while you're getting your hair cut. We want to create kind of a relaxed atmosphere. We want to go at a decent pace. Disney's very intentional about the music. Very whimsical, it's very orchestral. If you go to Disneyland, they're playing the songs to the movies and it's very inspirational. I play in my own office when I'm doing paperwork relaxing music that is from scores from movies. When I'm working out, I choose intense music. Everyone has their own, but the music will set the tone. So if you watch a scary movie, I don't do that. But if you watch a scary movie, music will set the tone. So on your website, you play a video of you talking about your book. Maybe you want an inspirational movie score, that underscores what you're saying. If you're in an office environment, you want to have music that sets the tone. If you don't have music in your office, anybody? I'm telling you, you're creating by default, a weird environment. There's major major corporations that are beginning to get this. Where, if you walk into the DMV, its just like this, it's just kind of that And then somebody walks up to you, walks up and gets a sip of coffee. Because the DMV is super-quiet, you know? And they walk up and they go, and everyone's like, oh what a weirdo. They kind of sipped a little bit and you hear that sipping and you're like. So pretty soon at the DMV everyone sits like this, don't we, we go, no one talks, it's like being in the elevator with the third party you don't know. And they're like, hey guys how are you doing? New persons on the elevator are weird. And it creates an awkwardness. But if you have fun music playing, it just creates the right emotional state. Daniel Goleman wrote a fascinating book. G-O-L-E-M-A-N. Daniel Goleman, on the emotional state. Emotional Intelligence, it's so important to understand that emotionally, we're dealing with creatures here, we're not dealing with robots. We're dealing with humans, who have emotions. You have to make sure that you create the right emotional state for buying, something that's conducive.

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Elements of Branding: 4. Print Materials - Make sure they are first-class
  • Elements of Branding: 5. HR Selections - The people who work with you
  • Lesson Nugget: Anybody who works for you, represents you.
  • Recommended Reading:
    -by Jeffrey Gitomer
  • Elements of Branding: 6. Overall Experience - It must be intentional
  • Lesson Nugget: You have to do the things the big guys do when you are small to become a big guy.
  • Lesson Nugget: You are cannot drift into success. You have to be intentional and pursue it.
  • Firehose Of Knowledge:
  • Lesson Nugget: Action is the real measure of intelligence!

- The fourth is the print materials. If you're going to have a business card, a print piece, the book cover, your one sheet, your menu, your pricing options, it has to be first class. The people that work with you, number five. Anyone who represents you, this is going to be huge for somebody. Anybody who works for you represents you. That is just not fair. So just giving an example, Marshall works with me, and therefore Marshall represents me. I represent him. People say, "why do you have everyone wear a shirt and tie?" Because I want, in my office, if you interact with anyone on my team, I want to set the standard of what I want our team to look like. Someone says, "Well, in your office, there's one guy you don't make him wear a tie, why?" Because he's awesome. In every area. All the time. And he's earned that right, I know he's going to dress sharp, without a tie. A lot of people just dress awful if you don't mandate a uniform, right? So in your business, think about your uniform. Or you, as a speaker maybe, or a writer, I know four different speakers I can think of off the top of my head who dress a certain way on purpose, it's their brand. Think about Donald Trump. Always dresses the same, every time. Right? Blue suit, red tie, white shirt. I mean, very similar, every time. Very, very similar. He has the power tie move going on, he's very, very, very, very consistent, in that look. I mean, think of Donald Trump, the hair's the same every time, you think about that appearance. Also, think about Jeffrey Gitomer, it's G-I-T-T-O-M-E-R. He wrote a book about selling, it's called like, The Little Black Book of Selling, and he has a little black book of networking, he's always wearing the same outfit, it's calming to people when they know that it's a consistency and an intentionality about what you're wearing. You want to set that,right tonality, but you also don't want to hire anybody whose terrible. I used to hire people that were terrible, and think, "I'm just coaching them up." I remember the first time I got an email from a lady named Tara. Oh, just crushed my soul. She goes, "No offense, the guy that works, who met us, does not inspire confidence, and we're asking for a refund." So then I was like, well, what do you mean? He goes, she goes, "I just, he doesn't inspire confidence." and that's when it hit me, that the people who work for me, those books that I've read about this it's not just hoo-ha, it really is a cultural thing, people don't want to buy from you if you don't, inspire confidence, and the final thing is that you want to have your, your overall experience. You want to be intentional about the overall experience. At Starbucks, they're very intentional about making sure there's lots of samples available from time to time, it smells great, the music is right, the décor is right. The people are polite, they say nice things to you, they name every beverage, it's the Grande, what is it Marshall? is it the Tall, the Grande, the... - Venti. - Venti, I mean, they have names for everything you know, their, the whole experience is like a third place, it's not work, it's not home, it's the third place. Disney, from the moment you walk in the gates, where you park, everything has a theme, has a smell, has an intentionality, well, if the big companies are doing it, how come us small business owners, we're not? Well, people ask, you know, well, I would do that, if I got, you know, I guess I would probably do it too if I was big. You know, people ask sometimes well, I mean, you know, I mean, how, where would you find the money to do that when you're small? I mean, it would probably be easier when you're bigger. Well, the thing is, you gotta do the things the big guys do when you're small, to become a big guy. So you've got to be very intentional about it, Hobby Lobby, plays christian music overhead to create the atmosphere they want, you gotta think about the music that you want, the atmosphere that you want, if you have a sushi restaurant, there's a restaurant called In The Raw, and their music is very up tempo, that,, and it's very neat décor, uplighting everywhere, it's dimly lit, with uplighting, and it just feels kind of like a really futuristic, California, East coast, West coast, kind of like a New York City fine dining experience, and when you eat there in Tulsa, you're like, "Wow, I feel like I'm in New York! I feel like I'm in, California." It just feels like a world class experience and those are the kinds of things that we need to do if we're going to sell on a national level, as it relates to branding. So, have I covered it, have I, am I missing something there? - No, I think that covers all of the different elements, and so bottom line, you just have to be intentional about all of those things because any area that you're not intentional is subject to somebody else creating their own expectations, or their own, kind of, off the reservation decision. - And you can't drift to success, so, you know, by default we're all going to bomb so we have to, we have to be intentional about success. - John, does that make sense? Do you have any questions on creating, the branding with these different elements, or, any questions about the importance of branding for the business, or for what you're going to be doing? - I think this has got it covered, looks good. - Awesome! You know, and what happens when you have a fire hose of knowledge, like it, it can be so distilling all of these items into a checklist, and just every time you start a company, or you build a product, just give it a check, let's just print it out, save it in your note section and print it, or just type it in there, and just every time you open a business, or you do any venture, just keep that checklist and pull it out, and go, are the smells locked down? Are, is the décor good? Is the music good? Are the print materials good? Are the HR selections good? Is the overall experience good? And I'll just tell you this, without a checklist, I will, I used to miss major aspects of my overall experience, and we moved into this building, Marshall, very few people were like, "hey, I wonder what kind of music we're gonna play over above, overhead." Don't I every day say that, don't I, every single day, I'm like, music. Where is it. All day. Like that. - [Marshall} Without change. - It's part of the experience, and it creates a totally different atmosphere, it feels like almost depressing when you have 40 people working in absolute silence. But if you create a music atmosphere, it changes the whole atmosphere of the office, and so, I'm very, very intentional about these things now. But make a checklist, implement it, action is the real measure of intelligence. - All right, so Thrivers, thanks so much for tuning in about the importance of branding, and, John, thank you for joining us today. - Thanks again. - Bang!

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