Razorbranding Podcast

It doesn’t have to be Christmas to prepare your brand for a special shopping season. Anything from summer traffic to Mardi Gras madness to Black Friday is an opportunity for your brand to stand out.   In this episode, Jaci recognizes the unique challenges that any kind of holiday branding can face. She talks about the importance of having a plan, setting realistic goals ,and knowing when and how to readjust.  Understanding a “special time of year” from your audience’s perspective is really what it’s all about.  Jaci helps ramp up quality and creativity without losing your brand’s voice and focus. For information on these strategies, check out these Razor Branding Blogs: 5 WAYS TO MAKE YOUR BRAND STANDOUT DURING THE HOLIDAYS YOU NEED A HOLIDAY MARKETING PLAN BRINGING HOLIDAY CHEER TO YOUR BRAND BEWARE OF HOLIDAY BRANDING And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

If you want people to find you online, SEO is crucial to the way you do business. It may not be the most exciting part of branding but it is one of the most fundamental-- and misunderstood. In this episode, Jaci adds the human component to SEO. She’ll talk the ins and outs of keywords, platforms and rankings. She’ll take you through the 6 elements you need to “get” to optimize your content for search engines, and tell you why SEO is important for ALL web content not just your website. For information on these strategies, check out these Razor Branding Blogs: 6 TIPS TO UNDERSTANDING SEO FOR YOUR BRAND 3 WAYS TO IMPROVE YOUR SEO THE ROLE OF SEO IN THOUGHT LEADERSHIP 7 TIPS FOR IMPROVING YOUR WEBSITE And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Being who you say you are, making sure clients can count on you, ensuring your hard work is recognizable over and over again-- all of that together is brand consistency. Even the most well-meaning of brands can let things go a bit over time. But make no mistake, letting things go can be dangerous for perception.  In this episode, Jaci explains why sloppy consistency can lead to a sloppy reputation.  She’ll discuss 3 ways consistency will make your company stick out above the rest and explore how it is all about trust. For information on these strategies, check out these Razor Branding Blogs: 3 WAYS BRAND CONSISTENCY BUILDS POWERFUL CONNECTIONS STEP 5 – USE CONSISTENCY FOR CONSUMERS TO REACT TO YOUR BRAND And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Look, we get it, that young woman in your office-- the one who’s always looking down at her phone-- is a bit puzzling. How is she getting anything done over there with Facebook and Instagram always open?  Oh wait, that might actually be her job and guess what— she is probably rocking it.  In this episode, Jaci will discuss how millennials are getting a bad rap.  She’ll talk about the ways they are actually changing office culture for the better and what all of us can learn from their attitudes toward work/life balance, technology and backpacks, yes backpacks. For information on these strategies, check out these Razor Branding Blogs: EMBRACING THE MILLENNIAL OFFICE CULTURE REACHING MILLENNIALS MILLENNIALS & BRANDS ARE YOU MILLENNIAL READY? And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

It’s been a rough hurricane season for the Gulf Coast. The flood waters and strong winds will forever change the communities they’ve touched and it will be a long time before local companies are able to go on to “business as usual." Believe it or not, that’s when a strong brand can really make a lasting impact. When a community is facing a disaster, local business owners often come to the rescue. In this episode, Jaci will show you just how your brand can rise to the challenge of helping in a crisis. She’ll highlight brands that have done it right, talks to you about planning ahead, and helps you understand how your company values can really make the world a better place. For information on these strategies, check out these Razor Branding Blogs: 4 WAYS TO GET YOUR BRAND READY TO HELP IN A CRISIS BRANDING IN THE FACE OF TRAGEDY MAINTAINING YOUR BRAND IN A CRISIS And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Everyone wants new business and it’s important to keep new people walking through the door, but the real trick is to get quality customers coming back to you time and again. There’s a lot to be said for a consumer dedicated to your brand, one that chooses you over everyone else, and also tells their friends and family to do the same. In this episode Jaci will take you through 5 proven ways to attract those quality customers.  From overall messaging to managing those online reviews, she’ll discuss why it all matters to those truly loyal clients. For information on these strategies, check out these Razor Branding Blogs: 5 WAYS YOUR MARKETING PLAN CAN ATTRACT QUALITY CUSTOMERS GIVE YOUR TRIBE A VOICE: USING BRAND ADVOCATES 3 WAYS TO REDUCE YOUR CHURN RATE AND BOOST CUSTOMER RETENTION IS YOUR BRAND ATTRACTING THE RIGHT PEOPLE? And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

For a small or up-and-coming brand, the term “thought leadership” might sound and feel a bit intimidating. While it’s true that being a thought leader is hard work, the payoff is well worth the commitment.  In this episode, Jaci helps you explore your own thoughts about being a leader in your industry.  She’ll let you know how to begin, where to turn for inspiration, and how to get your message out there in a meaningful way. For information on these strategies, check out these Razor Branding Blogs: YOUR PATH TO THOUGHT LEADERSHIP SHOULD START TODAY 5 QUESTIONS TO ASK ABOUT THOUGHT LEADERSHIP THE ROLE OF SEO IN THOUGHT LEADERSHIP BEING A THOUGHT LEADER FOR YOUR BUSINESS  And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Your small business may not be the biggest, but that has nothing do to with being the best. Small brands have serious advantages over the big guys.  Advantages that customers and clients attach big value to.  In this episode, Jaci explains how to own the smallness of your small brand.  Discover assets like agility and intimacy that can really make a difference in how you operate.  She’ll walk you through the competitive edge you never knew you had. For information on these strategies, check out these Razor Branding Blogs: HOW SMALL BRANDS STAND TALL GETTING THE ‘GOOD NEWS’ OUT ABOUT YOUR SMALL BUSINESS SMALL BUSINESS MARKETING AFTER A DISASTER DIFFERENTIATE YOUR BRAND AND STAND OUT And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

People have a lot of choices when it comes to choosing products and services. So, why are your customers choosing you?  Knowing the answer to that question can greatly reduce your churn rate. Churn rate is a fancy marketing way of defining just how many customers you are losing each month.  In this episode, Jaci talks about how to keep your clients coming back time and time again. She also digs into the importance of knowing what kind of customers to hold onto and which kind you may just need to let go. For information on these strategies, check out these Razor Branding Blogs: 3 WAYS TO REDUCE YOUR CHURN RATE AND BOOST CUSTOMER RETENTION HANDLING CUSTOMER SERVICE ON SOCIAL MEDIA CREATING A MESSAGING STRATEGY THAT ACTUALLY COMMUNICATES And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Your brand is nothing without the people who stand behind it. Recruiting the best talent for your company is critical to success; this is not something best left to fate or blind faith.  You need to have well thought out and managed strategies designed to handpick your people.  In this episode, Jaci walks you through the 7 best techniques you can put in place to be attractive to the best talent.  Learn when to say no, how to leverage your company culture, and how to keep a meaningful recruitment process going when others leave theirs on auto-pilot. For information on these strategies, check out these Razor Branding Blogs: RECRUITING TOP TALENT COULD MEAN EVERYTHING TO YOUR BRAND 3 MARKETING TASKS SMALL BUSINESS OWNERS SHOULD OUTSOURCE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

There is no greater reward for giving back than helping build positive and thriving neighbors. And a wonderful side effect to community involvement is the way it helps your company's image. In this episode, Jaci discusses how community involvement is one of the strongest ways to build your brand. From making your company attractive to top talent to actually elevating your colleagues and customers, she’ll show you how rolling up your sleeves and getting involved makes a difference in more ways than you think. For information on these strategies, check out these Razor Branding Blogs: GETTING YOUR BRAND OUT IN THE COMMUNITY COMMUNITY PARTNERSHIPS: STAND FOR SOMETHING TOGETHER And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Having a great idea for a business might be the easy part, getting started is a bit harder. One of the most important processes of starting a new company or launching a new product is the development of the name. There is way more to it than just choosing something clever. Is the name truly available?  Has someone snagged the web address? In this episode, Jaci discusses how to approach the naming process. She walks you through everything from conception to completion. For information on these strategies, check out these Razor Branding Blogs: BRANDING A START UP: THE BRAND NAMING PROCESS WHAT’S IN YOUR BRAND’S NAME? And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso  

How do you keep your marketing mail flyer out of the trash? By making it special enough to hang on the fridge. It’s all about knowing how to use your tools, in this case, the mail. Direct mail can be a powerful weapon in your brand’s marketing arsenal, but too often it’s overused and used the wrong way. In this episode, Jaci walks you through the best ways direct mail can impact your brand. She will guide you through creating a mail campaign that gets people interested enough to reach out to your company. For information on these strategies, check out these Razor Branding Blogs: 7 WAYS DIRECT MAIL MARKETING CAN HELP CHANGE THE CONVERSATION BRAND YOUR DIRECT MAIL And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Of all of the traditional methods of advertising, this one can have the most potential for your brand. The audience is still there and is not going anywhere, but before you invest in outdoor advertising you need to keep a few things in mind. In this episode, Jaci lets you in on the 3 most effective strategies to get your brand noticed on outdoor advertising.  From who to aim for and how to reach them, she covers what you need to know for an effective marketing campaign. For information on these strategies, check out these Razor Branding Blogs: THE 3 MOST IMPORTANT THINGS TO KNOW ABOUT OUTDOOR ADVERTISING 4 DIFFERENT PERSONALITY TYPES OF ADVERTISING BUILD YOUR BRAND WITH HUMOR THINK BEFORE YOU BRAND And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

The audience for traditional print newspapers is shrinking, but that doesn’t mean the opportunities in print are gone completely. They’ve just evolved a bit. In this episode, Jaci will show you where to focus your attention to get the most out of print media. She’ll discuss the importance of knowing where your audience has migrated and help you understand how to best use one of the oldest and most powerful advertising tools. For information on these strategies, check out these Razor Branding Blogs: HOW TO UTILIZE TRADITIONAL PRINT MEDIA TO IMPROVE YOUR BRAND CHANGING MEDIA HABITS And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

With so many media channels out there, it can be hard to figure out which one is right for delivering your message to those who need to hear it most. And while traditional network viewership might be down, television still packs a punch. Throw in things like Youtube and streaming, and the possibilities for your brand are endless. In this episode, Jaci talks about how television advertising can impact on your brand, and when it’s the right option for your target audience. For information on these strategies, check out this Razor Branding Blog and eBook: BLOG: TELEVISION ADVERTISING IS A POWERFUL BRANDING EXPERIENCE eBOOK: USING VIDEO TO CONNECT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Traditional advertising is still worth your while. Depending on your audience and message, radio advertising could really be magic for your brand. Radio is one of the most powerful mediums because of its ability to emotionally connect to consumers. It allows the audience to paint a picture of what they want to see, it keeps them involved and engaged. In this episode, Jaci takes you through the pros and cons of one of the most iconic forms of brand building there is. She talks about how the connections made through radio could be some of the strongest your company ever forms. For information on these strategies, check out the below eBook and Blog: eBook: The Power of Radio for Branding THE EMOTIONAL CONNECTION OF RADIO ADVERTISING And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Crowdsourcing, what’s not to like? You get a logo, an ad, or virtually anything else for your brand, cheap and fast.  Well, that’s the problem, cheap and fast rarely scream quality and reliability.  Crowdsourcing comes with some very scary pitfalls.  In this episode, Jaci gets into the glaring reasons why crowdsourcing your brand is not a good idea.  From overall brand strategy to research and experience, she lays out all of the reasons why your brand is too precious to crowdsource. For information on these strategies, check out these Razor Branding Blogs: 7 REASONS WHY CROWDSOURCING ISN’T A GREAT IDEA FOR YOUR BRAND HANDS OFF MY BRAND THANKS TO CROWDSOURCING WE NOW HAVE THE BABY CAKES CROWDSOURCING AND THE TRAP OF BOATY MCBOATFACE And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Showcasing your products through photos has become commonplace BUT are you making the most of your visual brand? Having your photos work for your brand means much more than just slapping a few pics on Instagram. It means choosing the best tags, tweaking your website, and understanding how SEO works for photos. Photos are everywhere, Pinterest, Instagram, Snapchat, Facebook-- the list goes on and on. Understanding how to get your best visuals noticed is crucial. In this episode, Jaci offers tips on how to build your brand through photos. She gets into the nitty gritty of what works, what doesn’t, and what you should be trying right now. For information on these strategies, check out these Razor Branding Blogs: PUT A PINterest IN YOUR MARKETING PLAN THREE THINGS TO CONSIDER ABOUT YOUR WEBSITE RIGHT NOW GETTING IN ON SNAPCHAT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Social Media is still fairly new and that newness still creates new ways for children and young adults (sometimes not-so-young adults) to embarrass themselves. The parents of today’s teens did not have to navigate social media during their turbulent years, so it’s no wonder many aren’t putting real thought into parenting online.  In this special episode, Jaci talks about the life-altering pitfalls of posting carelessly, and she takes you through 8 areas of concern when guiding a young life on social media. For information on these strategies, check out these Razor Branding Blogs: DOING DAMAGE ON SOCIAL MEDIA HOW BEING CARELESS ON SOCIAL MEDIA CAN IMPACT YOUR BRAND AND YOUR FUTURE for every day branding tips follow Jaci Russo on Twitter: @jacirusso