Kate DiLeo, Chief Brand Architect, and International Bestselling Author
- I am an “accidental brand strategist” who originally intended to pursue a Ph.D. in Anthropology, yet discovered the power of branding during my first sales job.
- In the pursuit of making quota, I realized I needed to cut through the noise with a message that would compel prospects to want to have a conversation. It was that, or I was out of a job.
Podcast
Overview
There are a lot of brands in any industry today. Some brands die in a few years while some stay relevant for hundreds of years. The whole domain of branding and advertising has changed a lot in the last few years, and it’s evolving at a very fast pace. Brands need to do a lot of research and spend a lot more money and a lot more efficiently to go from lead to conversion. Today we talk to Kate about how a brand can find its niche and stray relevant in the long term.
About Kate DiLeo
- I am an “accidental brand strategist” who originally intended to pursue a Ph.D. in Anthropology, yet discovered the power of branding during my first sales job.
- In the pursuit of making quota, I realized I needed to cut through the noise with a message that would compel prospects to want to have a conversation. It was that, or I was out of a job.
- I overcame, honed my craft, and went on to successfully manage millions in the pipeline by throwing out the long monologue sales scripts and unsubscribing leads from complex story-based marketing campaigns.
- Instead, I delivered a simple pitch that invited prospects to engage in a compelling conversation by sharing what I did, how I could solve their problem, and how I differed from the competition.
02:49 – What goes into building a successful brand?
- Your brand is your path of the least resistance to your revenue. Your brand should always tell the audience what you do and how you solve their problem.
- Your brand should depict how it is different and better than the rest as clearly as possible.
- A strong brand message should consist mainly of these three points and this is a very important part of branding because this is what makes you stand out in the crowd.
08:16 – How are brands going to succeed in this huge digital world?
- I think we start by not trying to be everything for everybody. Great brands make a decision to be the best for a certain group of people and not try to capture as many people as they can.
- They build a following of that group because, in this huge digital world, we have a lot of options as customers.
- We as customers need to really know what’s best for us and as a brand, it is our main job to figure out whom we can serve best and then target those people.
13:50 How do brands adapt to this new reality of communicating through different platforms?
- In order to quickly get somebody’s attention in today’s age, brands need to form a very short smart tagline so that they can grab the audience’s attention.
- Then they need to tell in very short what they do and how they are solving your problems. They need to specify their value proposition and their key differentiators.
- We have to move from telling a very big story about our brand to telling these very quick bullet points about what our brand stands for to communicate in today’s world of branding on different platforms.
RESOURCES:
You can connect with Kate DiLeo | LinkedIn
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Profile
- I am an “accidental brand strategist” who originally intended to pursue a Ph.D. in Anthropology, yet discovered the power of branding during my first sales job.
- In the pursuit of making quota, I realized I needed to cut through the noise with a message that would compel prospects to want to have a conversation. It was that, or I was out of a job.
- I overcame, honed my craft, and went on to successfully manage millions in the pipeline by throwing out the long monologue sales scripts and unsubscribing leads from complex story-based marketing campaigns.
- Instead, I delivered a simple pitch that invited prospects to engage in a compelling conversation by sharing what I did, how I could solve their problem, and how I differed from the competition.
