Kim Rozdeba

Talk to me about what you call the five C's. All right. So the five C's, the first one is commitment. And it is about your purpose, your promise that you're going to deliver every day. The second one is construct. And construct is the logo. It's the graphic design. It's the color palette. It's the tonality. It's the five senses. What is it going to feel like? What's it going to touch?

Talk to me about what you call the five C's. All right. So the five C's, the first one is commitment. And it is about your purpose, your promise that you're going to deliver every day. The second one is construct. And construct is the logo. It's the graphic design. It's the color palette. It's the tonality. It's the five senses. What is it going to feel like? What's it going to touch?

Does it have a scent? What's the scent going to be? So it's all those things that you can construct in making a brand. The third one is community. And a lot of people go, oh, I thought it was going to be customer. And customer is part of your community. But actually, your community is much bigger than just your customer.

Does it have a scent? What's the scent going to be? So it's all those things that you can construct in making a brand. The third one is community. And a lot of people go, oh, I thought it was going to be customer. And customer is part of your community. But actually, your community is much bigger than just your customer.

And we touched a little bit here already on about employees and the importance of employees as being advocates to your brand. So they're a key target audience in your community. But the other one really, it's a really interesting one is influencers. There's media influencers. There's podcast influencers.

And we touched a little bit here already on about employees and the importance of employees as being advocates to your brand. So they're a key target audience in your community. But the other one really, it's a really interesting one is influencers. There's media influencers. There's podcast influencers.

There's a whole number of people out there that can amplify your brand and give credibility to your brand. So that's your community. And then the next one is your content. And in content is your marketing. Marketing fits in there. It's your advertising. It is your public relations. A lot of brands, when they start out, They can't afford advertising. PR, it's free advertising.

There's a whole number of people out there that can amplify your brand and give credibility to your brand. So that's your community. And then the next one is your content. And in content is your marketing. Marketing fits in there. It's your advertising. It is your public relations. A lot of brands, when they start out, They can't afford advertising. PR, it's free advertising.

So that publicity, you know, you can't pay for. I mean, if it's really good publicity, it's made some of the brands very famous very quickly. You get Oprah Winfrey to talk about your brand and you are set. But outside of that, it is about leaders. It is about your voice. It is about how do you present yourself in the industry as a whole. So it's not just advertising and it's social media as well.

So that publicity, you know, you can't pay for. I mean, if it's really good publicity, it's made some of the brands very famous very quickly. You get Oprah Winfrey to talk about your brand and you are set. But outside of that, it is about leaders. It is about your voice. It is about how do you present yourself in the industry as a whole. So it's not just advertising and it's social media as well.

And then the final one, the final one is probably the one that doesn't have as much sizzle, and that is consistency. And consistency is about how do you replicate every transaction, every touchpoint that you have with your consumer over and over and over and over the same way.

And then the final one, the final one is probably the one that doesn't have as much sizzle, and that is consistency. And consistency is about how do you replicate every transaction, every touchpoint that you have with your consumer over and over and over and over the same way.

But it's not just the same way because you're trying to ratchet up because once you've met expectation, the expectation goes up again. So you have to continually build a system, training, policies, governance, all of these things to make sure that what's being delivered is being delivered everywhere, every place, every time the same way and also improving that delivery every time.

But it's not just the same way because you're trying to ratchet up because once you've met expectation, the expectation goes up again. So you have to continually build a system, training, policies, governance, all of these things to make sure that what's being delivered is being delivered everywhere, every place, every time the same way and also improving that delivery every time.

Oprah Winfrey said, you know, she denied being a brand for many years until one day she discovered that one of the key elements of a brand is consistency. And she goes, well, yeah, I've always been consistent. So therefore I must be a brand.

Oprah Winfrey said, you know, she denied being a brand for many years until one day she discovered that one of the key elements of a brand is consistency. And she goes, well, yeah, I've always been consistent. So therefore I must be a brand.

A brand isn't what it says or does, but how it makes its customers feel. It's a personal commitment from a brand to that person. They don't look at it and go, you're serving a million people. You're serving me.

A brand isn't what it says or does, but how it makes its customers feel. It's a personal commitment from a brand to that person. They don't look at it and go, you're serving a million people. You're serving me.

I was an escort runner. Yeah. So I was with it for four days. So there would be parts. So it got too dark and unsafe for having just regular people run with the torch. So we would have running groups or we would run with it. to make up some time. So if there was some time or some areas that were either difficult to run, steep hills, whatever, we would do that to keep the thing going.

I was an escort runner. Yeah. So I was with it for four days. So there would be parts. So it got too dark and unsafe for having just regular people run with the torch. So we would have running groups or we would run with it. to make up some time. So if there was some time or some areas that were either difficult to run, steep hills, whatever, we would do that to keep the thing going.