Bruce Turkel: What Is Branding and What Makes For a Great Brand Today? – Episode 72

September 7, 2016 Anthony Iannarino | Sales coach, Business coach, Sales professional, Author

What is branding? Branding is the relationship between you and your customer that does two vital things. Do you know what they are and why they are so important in the digital age? Today’s guest is Bruce Turkel, a branding and design expert who has written a great new book, “It’s All About Them.” Bruce takes us deep into the way consumers today think, what really makes a difference to them when it comes to purchasing decisions, and how salespeople and business owners need to think differently about what they offer as goods and services. You’ll come away from this conversation thinking differently about what it means to deliver value and build a brand in the modern world. No question. What difference does it make to brands that the world is hyper-connected? When you live in a world where most people are able to connect to the internet you’ve got to realize that there is more competition for the attention of your consumers than ever before. And that’s the world we live in today. Brands especially need to be aware that whatever they do, someone else does it. And the interconnected world we live in makes it possible that they can do it with the same level of quality you do. So what is left to make you stand out from that massive crowd? Bruce Turkel is a branding expert who is on today’s episode of In The Arena, and he’s got the answers to that question. Branding is the relationship between you and the customer that does these 2 things: What is branding? It’s NOT the color shirt you wear. It’s also not the style sheet you use to ensure that everything you create looks the same. Branding is the relationship between you and your customer and it does 2 vital things: #1 - It reinforces the purchase they make. But more importantly, #2 - It pre-inforces the purchase. What does that mean? It’s an amazing and powerful concept that Bruce Turkel unpacks for us on this episode, so be sure you take the time to listen, learn, and transform your sales numbers by applying what you learn. Why today’s consumer tells people who they are by what they consume. It used to be that people represented who they were by the style or look of clothing they wore. And while that’s still true to a degree, it’s less about the style these days and more about the brand. Today’s consumer tells who they are by what they consume, what they purchase. Just look around next time you’re in Starbucks and see how many glowing white apples you see looking back at you. What does that say about the person sitting at the computer? On this episode of In The Arena, you’re going to learn how to leverage this fact to your advantage in the way you approach and do sales. You won’t want to miss it. Why content is no longer king and what you must do about it. For a very long time, we’ve heard that content is king. And for most of the time, we’ve heard it the statement has been true. But something has changed in the world since that phrase was coined. The internet has connected everyone and given the ability to create content to everyone. Yes, everyone. That means that content is no longer king, it’s just the price of admission. On this episode, you’re going to hear Bruce Turkel expand on that idea and tell how you’ve got to raise the level of what you bring to the party in a variety of ways if you are going to be one of the brands that succeeds in the new world we live in. Outline of this great episode [3:20] Anthony’s introduction to Bruce Turkel [4:56] How Bruce got started in design and branding. [9:24] Why is nobody happy and what does it have to do with sales? [12:20] What are the outcomes for business in a hyper connected world? [15:31] What does the word “branding” really mean? [18:49] Getting into the idea of pre-inforcement. [23:30] What are the rule changes for brands since everything is known today? [28:28] Why differentiation is a bigger and bigger deal. [34:12] Why content is no longer king.

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