Kim Rozdeba, Customer Obsession: What We Can Learn from Branding Queens – Innova.Buzz 568
Kim Rozdeba, author of “Branding Queens”
Our guest in this episode is Kim Rozdeba, VP of Communications at one of the top 100 global brands, and author of the new book Branding Queens. He has over three decades of strategic planning, branding, and executing multimillion-dollar advertising and marketing campaigns, PR, and corporate communications in the agriculture, pharmaceutical, petroleum, airline, telecommunication, and automotive industries. His goal is to share his branding knowledge and wit with those eager to listen and learn.
In our conversation Kim talked to me about
- How brands are an important part of our culture, and can survive for thousands of years;
- Why brands are about how they make customers feel, not what they say or do;
- Why successful brands are customer-obsessed, and strive to make something bigger and better.
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Brands have been around for thousands of years, and are an important part of our culture. A brand is not just what it says or does, but how it makes its customers feel. @kdrozdeba on #InnovaBuzz podcast Click To Tweet
Show Notes from this episode with Kim Rozdeba, author of “Branding Queens”
Key points and takeaways from this episode include:
- Brands have been around for thousands of years, and are an important part of our culture.
- Kim’s recent book, Branding Queens, celebrates the branding accomplishments of self-made women from the 19th century to modern day.
- Symbols can evoke feelings in us because we associate them with something.
- A brand is not just what it says or does, but how it makes its customers feel.
- Customers are in control of the brand, and brands must be simple for consumers to understand.
- Brand builders should focus on how to make customers feel, rather than on the design elements of a brand. The experience customers have with a brand is more important than the design elements.
- Brand builders should focus on how products, services, pricing, customer service, and follow-up make customers feel.
- The Queens featured in Kim’s book were customer obsessed, and wanted to make something bigger and better for their customers. They had a deep understanding of what they were trying to solve for their customers. They did this by interacting with customers as often as possible.
- When you are building a brand, you build it one customer at a time.
- Get creative with how you can make customers feel special, and go the extra mile to make them happy. Put yourself in your customers’ shoes and think about what they need and want.
- Brands should be designed to be memorable and evoke a feeling in customers.
- Brands should be consistent in how they communicate their message. Branding is an ongoing process and should be monitored and adjusted accordingly.
- Make sure your brand stands for something that your customers can relate to and appreciate. To build a successful brand, the customer should always be at the center of the process.
- Kim’s Five Principles of Branding – Commitment: a deep why, purpose, vision; Construct: branding elements; Community: who you are serving; Content: the messaging; Consistency: business model, culture and quality.
Get creative with how you can make customers feel special, and go the extra mile to make them happy. Put yourself in your customers' shoes and think about what they need and want. @kdrozdeba on #InnovaBuzz podcast Click To Tweet
The Buzz – Our Innovation Round
Here are Kim’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.
- 1 thing to be more innovative – Never be satisfied with the status quo – ask “can I provide more value?”
- Best thing for new ideas – Connect unrelated dots, be curious.
- Favourite resource – ChatGPT for generating new ideas.
- Keep project/client on track – Anticipate issues and potential barriers; keep asking “what if?”
- Differentiate – Find your style and stay true to it.
If you are building a brand, use the Five C’s framework – it allows you to look at the pieces of the brand more objectively.
You can reach out and thank Kim through LinkedIn and his website.
Kim suggested we have a conversation with Richard Bliss on a future InnovaBuzz Podcast episode.
Cool Things About Kim
- Kim is a wine enthusiast and it was this that ultimately sparked his interest in researching the “Branding Queens”.
- Kim has been an Olympic torch runner.
- Kim is also an amateur chef and keen snowboarder.
Make sure your brand stands for something that your customers can relate to and appreciate. To build a successful brand, the customer should always be at the center of the process. @kdrozdeba on #InnovaBuzz podcast Click To Tweet
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