Aesthetically Speaking

After a bit of a podcast break, this episode felt too interesting not to share.

The show has been quiet for a while, but this conversation stood out because it explores marketing in a space most people never think about - the cemetery industry. And surprisingly, there’s a lot here that applies to how any business connects with people, builds trust, and stands out.

In this guest interview, we’re joined by Christie, CEO and president of The Tribute Companies, who shares how her family-owned business approaches marketing in a sensitive, unconventional niche and what works when your audience would rather avoid thinking about what you sell.

This episode is a look at what happens when you stop copying what everyone else is doing and start building a brand people remember.

In this episode, we talk about:

Whether you’re in a “normal” industry or something completely niche, this conversation will make you rethink how you approach your marketing and where you might be playing it a little too safe.

How do you know when it is time for a rebrand? Or maybe just a brand refresh? And what is the difference between the two? In this episode, I explore the nuances of rebranding versus refreshing a brand for businesses seeking to be different and stand out in today’s competitive landscape. As a brand strategist, I draw on my experiences to highlight the strategic depth required in rebranding, distinguishing it from initial branding efforts. I discuss the historical evolution of branding, using examples like Walmart, while sharing a recent case study that emphasizes the importance of aligning visual identity with a business's mission. Find out how you can evaluate your own brand to determine if a rebrand or refresh are what you need.

How can you provide your clients or customers with an exceptional customer experience? That would be through brand touchpoints! In this episode I share two very different experiences I had at two different places and how the branding in customer interactions experience makes all the difference. Branding extends beyond just a logo and shows up in every touchpoint of the customer journey. From marketing to post-purchase interactions. Businesses need to enhance their brand touchpoints to foster loyalty. This could be from overlooked areas such as invoices to follow-up communications. Ultimately, I encourage you to critically assess your own branding strategies and consider how to surprise and delight customers at every opportunity.

Get ready to close your eyes and envision your business in 5 years! What does it look like? Who are you as a business owner? I am going to lead you through a transformative meditation and visualization exercise aimed at brand development. I want you to slow down to reflect on your desires amidst the fast pace of life. By envisioning a successful future, we clarify our roles and the emotions tied to them, reinforcing our brand's identity. I guide you to visualize your brand's aesthetics, aligning them with your personality to create a compelling visual presence. We explore the emotional connections with your ideal audience and the exchange of value through your services. The goal is to inspire actionable steps toward realizing your brand vision and ensuring alignment with your audience. 

What does it actually mean to have a ‘quirky’ brand, and how does it work for some brands? That is what we are talking about today. This episode focuses on the letter Q in our branding series, exploring "quirky" as a powerful branding strategy. I argue that infusing your brand with a playful, unexpected essence can set you apart in a crowded market. Quirkiness goes beyond surface-level traits; it represents a brand's essence, tone, and connection to the audience, making brands more relatable. There is a striking balance between quirkiness and professionalism, and I want to stress the importance of authenticity in branding. Reflect on your brand's identity and emotional connections to develop a distinctive, impactful presence.

Struggling with what to post on Instagram? You are not alone. In this episode I want to guide you through how you can use your brand to help you with what to post each time.

I tackle the challenges of content creation and the need for a clear brand vision. Starting with spontaneous posts alleviate pressure and encourage consistency through a structured content process. I help you understand the three tiers of content marketing—audience growth, sales, and brand building—and using relatable content to connect with followers. I introduce the idea of content anchors to streamline creation while maintaining authenticity. Ultimately, I highlight the importance of balancing inspirational and sales-driven content to foster a loyal audience.

Happy New Year!! In this episode, I share personal and business updates while offering insights for enhancing brand strategy in 2025. I give you 4 lessons I learned in 2024, particularly the importance of a solid brand strategy for client success. Branding is about the entire consumer experience, not just aesthetics. I discuss the shift in viewing branding as crucial marketing support, enhancing ROI and business relationships. After listening to this episode, I hope you realize how important branding is for your business and marketing.

Have you ever wondered what it would be like to work with a branding expert and rebrand your business to attract the clients you dream about? In this episode, I am taking you behind the scenes of what it is like to work with Rebecca Peterson Studio. From the initial outreach, to the steps I will take you through. It is more than just rebranding … it’s an experience and a transformation that will really make a difference in you and your business!

What exactly does it mean to have a luxury brand? Have you considered yours to be a luxury brand, or would love to be one? In this episode, I dissect luxury branding, explaining that it extends beyond high prices to include quality and experience. I give you seven key characteristics of luxury brands: craftsmanship, aesthetics, experiential interaction, brand values, transformation, pricing, and exclusivity. It is so important to have authentic values and strategic pricing when creating a desirable brand identity.

I think these days most of us in the online space have a website. But does yours stand out? In this episode, I discuss the essential role of a well-designed website for business success, which stemmed from my audit of various branding and web design sites I recently did. I categorize these sites into three types: those with critical functionality issues, adequate but forgettable designs, and visually appealing sites that lack originality.

These days it is a necessity to showcase authenticity and your unique voice to resonate with clients. I encourage you to evaluate your own websites to make sure everything is functional and differentiated. It’s so important to clearly communicate your unique value to attract business effectively.