Dan Antonelli
speaker
86 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Dan Antonelli’s voice in public audio — every appearance, attributed to the second.
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Like literally, like one of my clients did last year for Halloween, they were throwing candy out from the truck and it was a mile and a half of three deep And the car is moving at three miles an hour. You can't look at anything else but that branded truck. So how many impressions did we get? And the cost was like $150. I'm like, are you kidding me?
Where could you have advertised for $150 and had that many eyeballs on the exact demographics that you're trying to reach at that parade?
So definitely looking at the logo as something that is communicating some type of feeling, some type of emotion, some type of promise. That's why naming becomes so critical as well. What does the name itself communicate? But when you look at the logo, if I had no other context,
except seeing that logo seeing that truck wrap what do i feel about what i might get if i chose to hire you right so i think that people again are misunderstanding how the logo is supposed to function and what it really is meant to do but it's meant to make people feel something it's meant to make people expect something right so the more generic you are with your brand the more it looks like everybody else's brand then i think you're just like everybody else and there's no no real logical reason for me to choose you over someone else at that point
But if I could look at a brand and I have a high expectation of what I might get as a service, that's when you know your logo and your brand is doing what it's supposed to be doing at that point.
Yeah. So listen, you invest in your brand. It's something that is your intellectual property, and you want to take the steps to protect it. So we always recommend our clients file a formal trademark on their logo, submit it to the – You got people that – Yeah, we have lawyers that work with our clients that handle it. It's not even a lot of money. It's like $1,500 to get it all set up.
But that means that literally no one in the country can ever use your branding or your brand elements or take pieces of your brand and basically try to steal it and use it as their own. I mean it happens sadly quite often. Probably most of me. Yeah, I mean we saw yours recently get done and we've had a lot of our clients unfortunately get sold or have their brand sold to other people.
Like imagine that. Like imagine someone sold your logo to another company. That other company didn't know it. They wrapped five trucks and then they get the cease and desist. Think about how expensive it is to fix that. So people sometimes say too, again, oh, let me get a logo on Fiverr. Let me go on a crowdsourcing site and get my logo.
Well, when they rip off someone else's brand and then you start using it and putting on everything you own, you think Fiverr is going to reimburse you? No. So again, there's risks in doing some of those things, but it is really important to protect your intellectual property.
So storytelling is a technique that you use to, again, create those pathways to their mind. You think about ways in which you create empathy, how you can actually build brands that connect to them in a meaningful manner. Again, Roy Williams, you know who Roy Williams is. Yeah, I was just talking to Ken Goodrich yesterday.
And he has a great quote that just says something to the effect of, overspending on marketing is the tax you pay for being unremarkable. So building brands that connect to that key demographic that you're most interested in attracting, how does your brand speak to them?
And then the voice, the words that you use on your website, the words that you use in your social media posts, how do they also speak in a language that connects to the people that you're trying to sell?
So one good test that people can use if they're even thinking about wording and the messaging of their story and how that storyline reads is if you went on your own website and you literally changed the name of your company every time it's referenced to your biggest competitor, would the words on your website still make sense or would it be only applicable to you?
You can't go to Amanda's website for Grasshopper and replace her name with someone else and have it make any sense. right so thinking about what is unique about the story of your company and how that story affects that consumer yeah the origin story like like here's the deal what do people think competitive advantages every one of the listeners wants to listen to this
They can go to kickcharge.com or just send me an email, danatkickcharge.com, and I'm happy to help them.
Purple Cow is another good book too. Yeah. Purple Cow. Yeah. It's a really good book. A lot of our philosophy is rooted in that notion of disruption and standing out and in a sea of sameness, which is why we hate the white vans and a lot of that generic stuff for sure. And your book by Ryan Holiday on marketing is pretty good too.
At the time, no.
I would say Aaron Gaynor from Eco.
Eco Plumber, I think, was 41 million the year that we rebranded him. A year later, they were at 60 million, which is pretty cool. Amazing. Yeah.
So the one thing I want to say is we talked a lot about metrics. We talked a lot about KPIs. The one thing we didn't really talk about is the mindset of change that happens after rebranding. And I just want to bring this up because it's funny.
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