Alex Birkett interviews Evelyn Frison on branding, brand strategy, and the role of community in marketing, highlighting key strategies and insights.
In this episode, Alex Birkett talks with Evelyn Frison about branding and brand strategy. They discuss how to uncover differentiated selling propositions, conduct research, and identify target audiences. Evelyn shares insights on how branding and positioning inform messaging and marketing, and the integration of brand and performance marketing campaigns. The conversation also covers building communities, drawing lessons from Evelyn's fitness group community, and applying them to marketing, management, and life.
Key Takeaways
Differentiated Selling Propositions: Importance of uncovering unique selling points through research and understanding the target audience.
Brand Strategy: How branding and positioning drive messaging and marketing campaigns.
Integration of Marketing Campaigns: The need for integrated brand and performance marketing efforts.
Community Building: Insights from Evelyn's experience with a fitness group community and its application to broader marketing strategies.
Research and Validation: The process of validating hypotheses about the target audience through surveys, interviews, and focus groups.
Fundamentals of Branding: Emphasis on basic branding practices and avoiding common mistakes like over-fixation on design.
Retention Marketing: The rising importance of retention and loyalty in marketing, supported by authentic community building.
Positioning in B2B vs. Consumer Brands: Differences and strategies for effective positioning in B2B and consumer markets.
Show Links
Visit Boas Agency
Sing up for GOALszn Newsletter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
Time Stamps
[00:00] Introduction and Background
[02:01] The Role of Real-Life Conversations in Podcasting
[06:13] Uncovering Differentiated Selling Propositions
[11:36] Research and Target Audience Identification
[25:49] Integration of Brand and Performance Marketing Campaigns
[28:52] Community Building and Its Marketing Impact
[36:53] Validating Hypotheses with Surveys and Focus Groups
[42:12] Fundamentals of Branding and Common Mistakes
[48:00] Retention Marketing and Authentic Communities
[55:30] Positioning Strategies for B2B and Consumer Brands