Razorbranding Podcast

How to work with your agency to get the best results. Say the word “relationship” and you’ll receive varied reactions. Some find themselves involuntarily spinning back to high school, where relationships were often one-sided, requiring you to stand in someone’s front lawn just before midnight holding a stereo that blasts messages of love and devotion. For information on these strategies, check out these Razor Branding Blogs: BRANDING, RELATIONS AND LOVE WHAT IT MEANS TO LOCALIZE YOUR BRAND HOW B2B BUSINESSES CAN BENEFIT FROM B2B BRANDING WHY HIRING AN EXPERIENCED BRANDING PROFESSIONAL IS SO IMPORTANT And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

And why so many National Brands still haven’t figured it out. For many national brands, one of the biggest challenges is how to find ways to connect with a local audience. For global brands such as Coke or Nike, this localization is of less concern due to the fact that they aren’t competing against established local brands. For them, their localization efforts come in the form of sponsorships and community involvement. Things can get complicated, though, when a company attempts to buy its way into a market that already has a “buy local” mindset in place. For information on these strategies, check out these Razor Branding Blogs: WHAT IT MEANS TO LOCALIZE YOUR BRAND HOW B2B BUSINESSES CAN BENEFIT FROM B2B BRANDING WHY HIRING AN EXPERIENCED BRANDING PROFESSIONAL IS SO IMPORTANT And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Are they genius or insane? Time will tell. So, unless you have sworn off social media all together, gotten rid of cable, or decided to head out into the woods for a life of solitary meditation, you have heard of the recent Nike deal featuring Colin Kaepernick in its new “Just Do It” campaign. Depending on which side of the fence you land, you probably have some pretty strong feeling either way. I would be lying if I said I wasn’t tempted to jump into the fray and voice my own opinions on the matter, but that’s not going to happen. Instead, I will talk about what I know best, and that is branding.

And how B2B Branding can build customer loyalty and continued growth “My business is not retail focused, so why do I need branding?” Good question, now here’s the answer. For information on these strategies, check out these Razor Branding Blogs: HOW B2B BUSINESSES CAN BENEFIT FROM B2B BRANDING WHY HIRING AN EXPERIENCED BRANDING PROFESSIONAL IS SO IMPORTANT CAMP OZARK, EMOTIONAL CONNECTIONS AND THE PROMISE BEHIND THE BRAND BRANDING FOR THE ENTREPRENEUR And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

And how not hiring an experienced branding professional can cost you. On this particular day I found myself sitting in a meeting with people that I considered both successful and intelligent. I listened carefully as they spoke passionately about their company and the products they produced. They had an intense pride for what they’d accomplished, who they were, and where they were going. I was inspired. Then, in the blink of an eye it all came to a screeching halt, as I sat there with a stunned look on my face. For information on these strategies, check out these Razor Branding Blogs: WHY HIRING AN EXPERIENCED BRANDING PROFESSIONAL IS SO IMPORTANT CAMP OZARK, EMOTIONAL CONNECTIONS AND THE PROMISE BEHIND THE BRAND BRANDING FOR THE ENTREPRENEUR And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

How to use emotional connections to build strong brands When it comes to branding, there is nothing more important than forming emotional connections with your audience. In the end, that’s the essence of what branding is all about – a person’s gut feeling about a product, service or organization. Sometimes these emotional connections are carefully planned and organized, and sometimes they come organically from the most unlikely of places. One such place is located in the small town of Mt. Ida, Arkansas, and hidden there in the middle of nowhere is a place called Camp Ozark. For information on these strategies, check out these Razor Branding Blogs: CAMP OZARK, EMOTIONAL CONNECTIONS AND THE PROMISE BEHIND THE BRAND BRANDING FOR THE ENTREPRENEUR And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

When it Comes to the Traditional Media, One-Size Does Not Fit All If you are sending out the old cookie cutter press releases about your company, your great “story idea” might get deleted along with the dozens of other press releases newsrooms get every day. So, how do you get the traditional media to pay attention? In this episode, Jaci outlines ways to get noticed. She covers how an idea should be presented, from the lead to putting the benefit upfront. Traditional media is a powerful tool. Approaching the media in the right way is worth your time and effort. For information on these strategies, check out these Razor Branding Blogs: GET COVERAGE IN TRADITIONAL MEDIA HOW TO KEEP YOUR PUBLIC RELATIONS FOCUS ON YOUR AUDIENCE 6 STEPS TO CREATING AN EFFECTIVE PR TIMELINE WEATHERING A PUBLIC RELATIONS NIGHTMARE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

3 Techniques that Keep Your Public Relations Efforts Targeted on the People You are Trying to Reach Your team is a hard-working crew. They work tirelessly developing concepts, perfecting new services, and producing new products. It’s easy to think that hard work is just for your business, but it’s not. It’s for your audience. It can be tough to keep public relations laser-focused on your target market. In this episode, Jaci will take you through 3 proven techniques to help you connect to and focus on your audience. She’ll talk about ways to build relationships, how to ask for useful feedback, and how to correct a mistake if your idea was a bit of a miss. For information on these strategies, check out these Razor Branding Blogs: HOW TO KEEP YOUR PUBLIC RELATIONS FOCUS ON YOUR AUDIENCE 6 STEPS TO CREATING AN EFFECTIVE PR TIMELINE WEATHERING A PUBLIC RELATIONS NIGHTMARE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

6 Steps to Creating a Quality PR Timeline Throughout the lifetime of your company you will need more than a few public relations campaigns. The best campaigns have strategic PR timelines that ensure success. In this episode, Jaci lays out the critical parts of a manageable PR timeline. She’ll go over why they are necessary, how to lay the groundwork, and how to manage expectations. For information on these strategies, check out these Razor Branding Blogs: 6 STEPS TO CREATING AN EFFECTIVE PR TIMELINE WEATHERING A PUBLIC RELATIONS NIGHTMARE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

The 3 Smartest Ways to Weather a Public Relations Storm Bad things happen to good companies. There are many ways a successful, reputable business can find itself in crisis and there are proven techniques to weathering the storm. In this episode, Jaci will walk you through the best strategies if you ever find yourself on the receiving end of some bad publicity. From being transparent and proper communication to using social media the correct way, she’ll show you how to handle the situation in real time. For information on these strategies, check out these Razor Branding Blogs: WEATHERING A PUBLIC RELATIONS NIGHTMARE REENGINEERING YOUR BRAND THROUGH SWOT ANALYSIS 3 MARKETING TASKS SMALL BUSINESS OWNERS SHOULD OUTSOURCE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

How a Properly Done SWOT Report Will Change Your Brand Maybe new business isn’t walking in the door like it used to, or maybe you need to get the lay of the land for a new product launch? It might be time for an honest assessment of how your brand is resonating with your audience. In this episode, Jaci will fill you in on the fresh perspective a SWOT analysis can bring to the table. She’ll take you through the proper techniques of a SWOT, what a professional analysis can do for your company and how to best implement one. For information on these strategies, check out these Razor Branding Blogs: REENGINEERING YOUR BRAND THROUGH SWOT ANALYSIS 3 MARKETING TASKS SMALL BUSINESS OWNERS SHOULD OUTSOURCE WEATHERING A PUBLIC RELATIONS NIGHTMARE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Techniques You Can Apply Today That Will Make Your eCommerce Company More Recognizable The trickiest part of owning a strictly eCommerce company is getting noticed. With so many options to shop and buy online, how do you make your business the most inviting? Well, as Jaci talks about in this episode, it’s a combination of things you can put into action today. She’ll have tips on upselling, fighting abandoned carts, and the best ways to use your customer data. After this podcast, you’ll be anxious to set a few goals and work your way through these proven techniques. For information on these strategies, check out these Razor Branding Blogs: TOP 6 TIPS TO MAKE YOUR ECOMMERCE BRAND STAND OUT THE CHALLENGES OF CHOOSING AN ECOMMERCE SITE 4 WAYS TO DIFFERENTIATE YOUR ECOMMERCE BRAND 7 PROS AND CONS OF STARTING A SOLELY ECOMMERCE BRAND And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Ups and Downs of Choosing an eCommerce Site Choosing the right eCommerce site for your business is a huge commitment. You need great payment options, a good shopping experience for the user, and it has to be customizable to fit your company. In this episode, Jaci helps you sift through the infinite eCommerce sites out there. She has tips on what to know before you choose and she’ll walk you through the most popular choices out there. For information on these strategies, check out these Razor Branding Blogs: THE CHALLENGES OF CHOOSING AN ECOMMERCE SITE 4 WAYS TO DIFFERENTIATE YOUR ECOMMERCE BRAND 7 PROS AND CONS OF STARTING A SOLELY ECOMMERCE BRAND And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Tips on How to Make Your eCommerce Shop Stand Out from the Competition Standing out from the pack is problem you’ll face in your storefront and online. The number one problem you’ll have in the world of eCommerce is competition. eCommerce is one of the most competitive places to sell a product or service, In this episode, Jaci explains how focusing on value, branding, and being a leader will set you up for a unique chance of success. For information on these strategies, check out these Razor Branding Blogs: 4 WAYS TO DIFFERENTIATE YOUR ECOMMERCE BRAND 7 PROS AND CONS OF STARTING A SOLELY ECOMMERCE BRAND And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

A Look at the Upside and Downside of Relying Strictly on eCommerce eCommerce is here to stay, but should it be your only source of business? There are pros and cons to only selling goods and services online. In this episode, Jaci will walk you through the good and bad of being a solely eCommerce business. From start-up cost to the online shopping experience, as well as managing shipping and competition she’ll lay put the good and bad. For information on these strategies, check out these Razor Branding Blogs: 7 PROS AND CONS OF STARTING A SOLELY ECOMMERCE BRAND And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

The Pros and Cons of Relying on a Sales Script to Sell Your Brand A strict sales script isn’t for everyone, but don’t dismiss all scripts out of hand. The answer to whether or not a sales script works for your brand is a question hinged on your people and how they work best. In this episode, Jaci lays out the pros and cons to using a sales script. The details of this one might surprise you, turns out there’s good and bad to the scripting process—it’s all about how you approach it. For information on these strategies, check out these Razor Branding Blogs: DO YOU NEED A SALES SCRIPT TO CLOSE THE DEAL? 4 WAYS TO PERFECT PROSPECTING 6 STEPS TO CREATING A SALES PROCESS THAT WORKS And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Getting the Most Out of Your Customers Means Learning to Prioritize Clients the Right Way Who are your clients? Don’t say everyone! That attitude can actually cost you big chunk of your bottom line. Your brand needs to appeal to a certain type of customer; one you can learn to prioritize and make the most of. In this episode, Jaci shows you how making some customers a priority does not translate into ignoring others. She’ll show you how using your base, targeting the right clients and focusing your brand is actually a better strategy than casting an unwieldy and wide net. For information on these strategies, check out these Razor Branding Blogs: HOW TO PRIORITIZE CLIENTS TO MAXIMIZE RESULTS 4 WAYS TO PERFECT PROSPECTING 6 STEPS TO CREATING A SALES PROCESS THAT WORKS And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Tips on How Prospecting for the Right Clients Will Help Your Brand Prosper New clients are essential to every brand. Bringing in new customers, or new businesses if you are B to B, is the only way your brand will grow. However, there’s way more to prospecting than netting new business. You need to land the right kind of clients over and over again. That type of prospecting takes strategy. In this episode, Jaci will show you how to turn everyday clients into future brand advocates through strategic prospecting. She’ll walk you through 4 techniques that will land quality prospects time after time. For information on these strategies, check out these Razor Branding Blogs: 4 WAYS TO PERFECT PROSPECTING 4 METHODS TO TAKING THE COLD OUT OF COLD CALLS And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Follow These 6 Steps to Implement a Sales Process That Will Invigorate Your Brand A sales process is crucial to a healthy brand. It doesn’t matter where your company is in its journey, whether just starting out or just looking to stay on a successful track, you need a sales process. In this episode, Jaci shows you how to create guidance for yourself and your sales team. She’ll take you from customer outreach to setting up criteria and goals all the way through implementation. The steps will help you set up a sales process that works for your brand and your sales team! For information on these strategies, check out these Razor Branding Blogs: 4 METHODS TO TAKING THE COLD OUT OF COLD CALLS And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso