Kim Rozdeba

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?

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 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.

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.

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.

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.

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.

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.

And she goes, well, yeah, I've always been consistent. So therefore, I must be a brand.

Yes.

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.

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.