Razorbranding Podcast

Being active online is not enough to build a brand. You have to be bold, different and have an actual strategy to make yourself a real commodity.  In this week’s Razor Branding Podcast, Jaci will take you through setting up your personal brand point by point.  From thought leadership and content to consistency and building a quality base audience, learn what to prioritize when building your personal brand. For information on these strategies, check out these Razor Branding Blogs: 5 QUESTIONS TO ASK ABOUT THOUGHT LEADERSHIP THE ROLE OF SEO IN THOUGHT LEADERSHIP 5 TOOLS TO BRING YOUR CONTENT INTO FOCUS STEP 5 – USE CONSISTENCY FOR CONSUMERS TO REACT TO YOUR BRAND 4 REASONS BLOGGING CAN FAIL And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

These days your brand can live and die online, that’s why reviews need your full attention. You may not think you have time to filter through everything that is said about your brand, but it’s vital to know what’s out there. In this episode, Jaci talks about the importance of knowing your online reputation and she offers step-by-step advice on crafting the best responses to less than glowing reviews. For information on these strategies, check out these Razor Branding Blogs: ONLINE BRAND REPUTATION MANAGEMENT THREE WAYS TO BUILD CREDIBILITY ONLINE STARTING TODAY HANDLING CUSTOMER SERVICE ON SOCIAL MEDIA And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Everybody knows that Facebook is essential, but not everyone realizes its true potential. Social media, Facebook in particular, is the perfect vehicle for a dialogue with your audience.  In this episode Jaci will coach you through using Facebook to get to know your demographic, gain quality followers, and she will lay out a set of guidelines to help you fine tune your Facebook communication skills. For information on these strategies, check out these Razor Branding Blogs: GETTING THE MOST OUT OF FACEBOOK’S CUSTOM AUDIENCE FEATURE HOW TO MARKET IN FACEBOOK’S CULTURE OF SILENCE 3 THINGS TO KNOW ABOUT THE FACEBOOK ALGORITHM HOW TO KEEP THE NEW FACEBOOK RULES FROM HIDING YOUR PAID CONTENT LIVE FROM FACEBOOK! IT’S YOUR BRAND. SHOULD YOU PAY TO PLAY ON FACEBOOK? And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Twitter is still a mystery to some small business owners. Now is the time to shake off the mystique and build your brand 140 characters at a time. Twitter has become highly customizable over the years and streamlined for branding. In this episode, Jaci walks you through the twitter innovations, like geolocation and localized lists that your brand needs to take advantage of right now. For information on these strategies, check out these Razor Branding Blogs: BRAND BUZZ: 6 WAYS TWITTER BUILDS YOUR BRAND 23 TIPS TO BUILD YOUR BRAND WITH FACEBOOK, TWITTER & LINKEDIN GET YOUR EVENT TRENDING ON TWITTER   And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Education is the key to all success and your brand may need a bit of schooling. How do you keep up on all the information surrounding your business? The sheer amount of data about your company, competitors, new technology and concepts can be overwhelming. In episode 11, listen in as Jaci talks about strategies to stay educated on topics that will build your brand quickly and effectively. For information on these strategies, check out these Razor Branding Blogs: ONLINE BRAND REPUTATION MANAGEMENT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

The advertising game has morphed over the decades. Customers aren’t where they used to be and what they want to hear is ever-changing.  Your brand should no longer be yelling at your audience, it should be having a dialogue with your audience.  In this episode, Jaci talks about the importance of getting to know who you are trying to reach, what they want, how they think, and how social media can help you accomplish all of that through conversation. For information on these strategies, check out these Razor Branding Blogs: 5 STEPS TO EXECUTING A SOCIAL MEDIA BRANDING PLAN STAYING CURRENT ON SOCIAL MEDIA SOCIAL MEDIA SHOULDN’T BE A TIME SUCK And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Getting people to buy into your brand is more than just making people aware of who you are.  It’s a process, one that if followed correctly, can make all the difference to the people who depend on your business.  In this episode, Jaci walks you through the 7 steps of the Branding Process.  She takes the time to explain exactly what each step can mean to the future of your business and highlights how the entire Branding Process works together to create a stronger brand. For information on these strategies, check out these Razor Branding Blogs: 7 STEPS TO REACHING YOUR AUDIENCE And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Your brand’s content will seen by hundreds, maybe even thousands of eyeballs. But the ads, posts, and pictures are only speaking to two types of customers--relational or transactional.  Your customers can be each of these many times a day, or even an hour depending on personality and need.  In this episode, Jaci guides you through understating the two types of customers and shows you why a good grasp on relational and transactional minds will better serve your brand. For information on these strategies, check out these Razor Branding Blogs: IS YOUR BRAND ATTRACTING THE RIGHT PEOPLE? 4 DIFFERENT PERSONALITY TYPES OF ADVERTISING For every day branding tips follow Jaci Russo on Twitter: @jacirusso

When it comes to your brand, little things matter.  From how your desk assistant answers the company phone to the way your signature looks on official emails. Touchpoints are the things out in the world about your brand that can impact what your audience thinks.  In this episode, Jaci talks about finding focus, connection, and harmony for your brand and how these core elements help build solid touchpoints.  For information on strategies that impact your brand’s touchpoints, check out these Razor Branding Resources: ONLINE BRAND REPUTATION MANAGEMENT HANDLING CUSTOMER SERVICE ON SOCIAL MEDIA BRAND ADVOCACY: IT'S THE LITTLE THINGS WORD OF MOUTH And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Every good plan has a beginning and the 5 R’s are your first steps to powerful branding.  In this episode, Jaci guides you through the cornerstone of her Branding philosophy.  Learn how your brand must relate, resolve, reinvent, realize and react, get perspective on who’s really in control of your image and learn how to change the conversation in your favor.  A good plan of action is just one podcast away.  For information on these strategies, check out these Razor Branding Blogs: STEP 1 - RELATE STEP 2 - RESOLVE STEP 3 - REINVENT STEP 4 - REALIZE STEP 5 - REACT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

An ad is never “just an ad” to the right eyes and ears.  In this episode, Jaci discusses the 4 personalities types your brand will come across as it tries to make emotional connections.  Learn the challenges that each type and its corresponding traits present to your marketing strategy, and hear Jaci’s insights on how to form a campaign for each set of eyes and ears your brand is trying to reach. For information on these strategies, check out these Razor Branding Blogs: 4 DIFFERENT PERSONALITY TYPES OF ADVERTISING PSYCHOGRAPHICS: LOOKING DEEPER YOUR BRAND NEEDS PERSONALITY And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Understanding who you’re talking to is a crucial step in understanding how to market your brand.  In this episode, we guide you through creating and understanding an audience profile.  Hear specific examples that highlight the 3 critical questions to ask yourself before crafting your message.  Having something to say is only the beginning. For information on these strategies, check out these Razor Branding Blogs: 7 STEPS TO REACHING YOUR AUDIENCE DON’T MARKET TO YOURSELF THE EVOLVING MESSAGE MATRIX And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

In this episode you’ll learn the massive impact a strategically crafted message can have on the life of your brand.  It’s not enough to have something to say, you have to know who to say it to and how to get their attention.  Learn the three possibilities of where your brand is now, BEFORE you craft your message matrix and hear where your brand could be AFTER your put in the work.  For information on these strategies, check out these Razor Branding Blogs: THE EVOLVING MESSAGE MATRIX THE MATRIX: CREATING YOUR MESSAGE BRAND BUILDING WITH BORING MESSAGES SELLING AN EMOTIONAL CONNECTION And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

This episode of Razor Branding examines what you can and can’t control about your brand.  To explore that process, you have to know exactly what your brand is and why messages are so important.  Listen in on why emotional connections are essential and learn the ins and outs of what true brand advocacy can bring to your company.  Get tips on how to strategize making every online review and in-person conversation brand beneficial by understanding what your brand truly is. For information on these strategies, check out these Razor Branding Blogs: SELLING AN EMOTIONAL CONNECTION GIVE YOUR TRIBE A VOICE: USING BRAND ADVOCATES BRAND ADVOCATES ON FACEBOOK BRAND ADVOCATES TELL YOUR STORY And for every day branding tips follow Jaci Russo on twitter:  @jacirusso

This episode of Razor Branding focuses on how you can change the conversation for your brand.  Marketing 101 teaches about the 4Ps Model (product, price, promotion, place) but is that enough anymore? To build a brand in the modern era, you have to change the conversation.  Don Draper in the seminal show about advertising, Mad Men, touches on this in his famous line, “If you don’t like what is being said, then change the conversation.”  Henry Ford and Steve Jobs change the conversation by inventing new products that created entirely new industries.  How can you differentiate your brand, develop brand advocacy, and change the conversation about your organization? For information on these strategies, check out these Razor Branding Resources: DIFFERENTIATE YOUR BRAND AND STAND OUT EBOOK: BRAND ADVOCACY And for every day branding tips follow Jaci Russo on twitter:  @jacirusso