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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The Action Catalyst · Branding Queens, with Kim Rozdeba (Marketing, Promotions, Customer Relations, Olympics) · 6 Aug 2024 podcast

And it's true. You look at your personal relationships. You know, the foundation is trust. So you have to build that trust as well.

So there's two questions there, I think. One is if you're an employee and two, if there's about you yourself. So let me talk about an employee first. From an employee's perspective, you could be an advocate of the brand. And the great thing about having advocates, i.e. your employees, people trust other people's opinion.

So if a person is out there talking about your product or your brand in a favorable way, that's a good thing. Ideally, these are your employees because they know your brand better than anybody else. On a personal level of building your own brand, I'm still not completely sure. There's a need to build a LinkedIn profile. There's a need to have a good resume.

I'm not sure unless you're a consultant or if you're a leader and you are the face and voice of a brand that you need to have a personal brand. If you follow the metrics of a brand, if you want to dissect a brand, being a box of cereal is not a goal for me. Yeah. That is a brand. A brand is about consistency and about controlling the messaging and all the attributes of that.

And human beings are much bigger and better. I mean, we're emotional. We have many things to offer. And sometimes we change our minds, right? We do different things. We're multidimensional, not like a box. So there is parts of branding that we can utilize, absolutely.

But outside of being a voice for the brand, being out there doing content, writing content, being out there doing podcasts, going the extra step to build your brand, I'm not sure everybody needs to do that.

So as a leader of an organization or of your consultant or you're a lawyer, a doctor, should you have a presence? Absolutely. Today, it becomes more important because people want to understand your why. It's about the why. It's about your purpose. It is about your promise. It's about your values. And people want to know that.

If they're going to be dealing with a company, they want to know the values of those people that are working in that company. in particular, the leader of it. So understanding that commitment, your personal commitment, it's not like you're morphing the brand's commitment because you've got your own personality attached to it. You have your own things that you are keenly interested in.

You know, every time I see a new CEO in an organization, they bring different aspects to the brand. They take things and they may actually highlight things that are still within the brand, but it's of their own interest. So you have to have that passion attached to it.

And you can see some of the leaders, I love the people that were passionate about certain topics because they live it and they breathe it. And you pick up things that you would never pick up before from that passion.

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 of 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 is 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, that'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 touch point 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 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.

Yes.

So I'm going to go back to my definition, which is, it's a feeling. You have to get to that promise because 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. And my expectations are a certain level. And you build that over time because that consistency becomes really important because that promise is delivered.

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