Kim Rozdeba
speaker
62 appearances
2 recordings
1 series
first heard Aug 2024
last heard Aug 2024
Kim Rozdeba’s voice in public audio — every appearance, attributed to the second.
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Appearances
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.
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.
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.
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.
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.
So yes, the part I really enjoyed was I've got probably a wry sense of humor and Every once in a while, the torch would go out because the fuel that was fueling it in the actual torch would run out and then you'd have to refill it. And you'd see somebody and it's no longer lit. And I'm going, oh my God, what did you do? And they're going, I did nothing.
And I go, well, we're going to have to go back to Greece now. What are we going to do? And I said, do you have a light? Do you have a match? But yes, there would be horror. But there is the eternal flame that is with it. And it is encapsulated so it's protected. And that's where you light it from. So it comes from there all the time. So you don't take a match and light it.
I actually was living in Toronto at the time. So I actually ran it in Ontario in minus 15 temperatures. But I didn't realize how incredible it was an honor to actually be with the torch until my first evening that I was running in with the torchbearer. The torchbearer was beside me. And you run beside them just to make sure, again, we would always sort of tell them, don't rush it.
Enjoy this moment. Because people would just want to, you know, and we were tired because we've been running all day. It was to our advantage that they went slow. But when we came in this morning, older lady came running up to me and grabbed me and hugged me. And she said, God bless you. And that was my introduction to that whole week, four days of running with it.
The people, the incredible emotions, the feeling, you could feel the emotional in the air when you come into a venue where, again, we'd stop, we'd have some speeches. After we went out with a group of runners or torchbearers, we would take them back and then we would do a debrief with them. And that debrief was quite emotional.
And the team that went out, because we take a whole team out and then they'd be in a... And then we, but, you know, each one would have their turn and then they'd go back into the caravan and we'd go back with them. And then a new group would come out. They became instant friends. They shared, you know, pictures and addresses. And yeah, it was very memorable.
And as I said, very honored to have been able to have done that. Yeah, that's a long time ago, now that I'm thinking about it, 35 years. But every one of them, like I see the ones that happen all over the world, I'm captivated because, yeah, it is something that is truly amazing. And I had the opportunity to work with some Olympians, and these are incredible people.
Incredible in the sense of they've put their whole life on hold for a sport. Obscure sports. where there is no audience, there is nobody cheering them on every day. So they do need to be able to have that endurance and that perseverance.
I'm going to give you my definition of what a brand is to start. There's lots of different definitions out there. They talk about benefits. They talk about attributes, talk about tonality. But I've sort of taken a quote from Maya Angelou and I've kind of rewritten it. And it's a brand isn't what it says or does, but how it makes its customers feel. So the end result of a brand is the feeling.
So marketing, marketing can help with the feeling, but marketing is really talking about product attributes. It's about action, creating an action. You want somebody to do something, maybe have a promotion, something. Maybe you have a sale. Maybe it's a launch. But branding is about how people feel. Reputation is part of that. A lot of people say, you know, the most important element is trust.
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