Branded

Branded

By Larry Roberts & Sara LohseBusinessEntrepreneurshipMarketingCareers
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Branded episodes

  • Integrating AI Responsibly into Your Brand Strategy
    Welcome back to Branded: your comprehensive guide to creative branding.
    On today's episode, we're talking about Larry's favorite topic: artificial intelligence. We're looking at the implications of the advancing technology—both positive and negative—and how we can utilize it for our brands while maintaining brand integrity.
    We discuss how to "AI-proof" your brand and some of the platforms we're currently using to help with content creation, including ChatGPT, Claude, and Opus. Plus, you'll be first to know about Larry's new upcoming podcast!
    Key takeaways:
    1. Understanding AI's Pervasiveness: Larry emphasizes how AI has become pervasive, integrating into different aspects of life and across industries. He highlights the swift advancements in AI technologies and their implications for businesses, urging listeners to consider how AI can transform their specific niches.
    2. AI-Proofing Strategies: Larry shares his approach to "AI-proofing" various sectors through tailored talks, aiming to help businesses stay relevant despite AI advancements. This involves developing strategies for integrating AI while retaining the human touch that distinguishes brands.
    3. The Importance of Human Elements: We discuss the critical role of emotional intelligence and human connection, which AI cannot mimic. We discuss the importance of maintaining human elements in business operations to differentiate from AI-driven solutions and forge genuine connections with audiences.
    4. Ethical Considerations and AI Integration: Through examples like autonomous taxis in Phoenix and personal experiences with integrated home systems, we underline the necessity of ethical considerations and the potential socioeconomic implications of AI. We stress the need for accessibility and responsible AI development.
    5. Leveraging AI Tools: We share our experiences with various AI tools that aid content creation, from generating text with ChatGPT and Claude AI to video content with platforms like Opus. We emphasize the importance of using these tools responsibly to avoid inaccuracies and to preserve brand integrity.
    [embed]https://youtu.be/EbLA07EuXt0?si=dv0n1cB-Xle38zMR[/embed]
    29 min
  • Avenues of Public Speaking, Challenges Speakers Face, and How We Show Up Consistently as our Brand
    Welcome back to Branded: your comprehensive guide to creative branding.
    We just returned from Speakonomics in Dallas, so today we wanted to focus a little bit on public speaking. There are different ways to be a speaker, and we both see ourselves more as presenters and facilitators than speakers, which we'll explore further.
    We also discuss forced vulnerability and the disconnect that comes from trying to tie an emotional story to a message that really doesn't align.
    In an act of true vulnerability, Larry shares his own experience of giving two different presentations just hours after saying his final goodbye to his beloved dog, Buddy. He talks about how his commitment to his brand had to come first in order to follow through on the promise his brand stands for.
    Of course, this episode is dedicated to Buddy and we hope his tail is wagging as he chases squirrels across the Rainbow Bridge.
    Key takeaways:
    1. Impact of Speaking Engagements on Branding: Larry emphasizes the importance of speaking engagements as a tool for building your brand and enhancing credibility. He discusses how speaking can position you as a thought leader and is sometimes a "necessary evil" for reinforcing a brand's authority.
    2. Differences in Public Speaking Styles: Sara shares insights on the differing challenges and opportunities between motivational speaking versus educational speaking. She observes that motivational speaking often involves more difficulty in securing stages compared to educational speaking, where content expertise leads to opportunities.
    3. The Value of Storytelling in Speeches: Both hosts discuss how powerful personal stories can positively or negatively impact a speech. They note the importance of ensuring personal stories are relevant and well-integrated into the speech’s main objective to avoid it feeling like "forced vulnerability."
    4. Strategic Approach to Speaking: Larry advocates starting your speaking career as a facilitator or educator, which can be more straightforward and less intimidating. He also stresses the importance of being specific about the message and target audience when pitching for speaking slots.
    5. Resilience and Commitment to the Brand: Larry shares a personal story about dealing with a profound personal loss on the day of a major speaking engagement. He illustrates his commitment to his professional responsibilities and the integrity of his brand, highlighting how crucial it is to fulfill commitments and maintain professionalism, regardless of personal challenges.
    [embed]https://youtu.be/TZHQ6iTN0iQ[/embed]
    23 min
  • Open This Book: Storytelling, Thought Leadership, and Sara’s New Book
    Welcome back to Branded: your comprehensive guide to creative branding.
    This episode is doubling as a celebration! Drum roll please... Sara's book is finally out!
    We've talked about publishing books in previous episodes, but now we're focusing on the journey and process behind Open This Book: The Art of Storytelling for Aspiring Thought Leaders. We're covering the imposter syndrome that almost derailed it, what it means to be a thought leader, and her approach to writing without a deadline in mind.
    Note from Sara: Thank you to everyone who supports our podcast and this book! If you want to order a copy, you'll find it here: https://a.co/d/hZEFey7
    Key takeaways:
    1. The Value of Personal Stories in Branding: Sara emphasizes the importance of sharing personal stories and experiences as a means to enhance and authenticate one's brand. Her book "Open This Book: The Art of Storytelling for Aspiring Thought Leaders" focuses on storytelling as a powerful tool for thought leaders to connect with their audience.
    2. The Process and Challenges of Writing a Book: Both Sara and Larry discuss their individual journeys in writing and publishing their books. Sara shares insights about not rushing the writing process, allowing for inspiration, and the importance of authenticity over adhering strictly to deadlines. This contrasts with Larry’s approach, where he sees value in meeting deadlines to achieve publication goals.
    3. Imposter Syndrome and Self-Perception: Sara talks about dealing with imposter syndrome, especially when stepping into roles that they previously viewed as beyond their reach, such as speaking at conferences or publishing a book. Both hosts discuss how their perceptions of being part of an "elite group" changed once they themselves became part of that group.
    4. Niche Targeting in Publications and Podcasts: Both the book and the podcast highlight the importance of appealing to specific niches. Sara mentions that her book isn’t for everyone, but for those who are looking to improve their storytelling skills. This is paralleled in their podcasting approach, where they cater to specific listeners interested in personal and professional branding.
    5. Role of Books in Credibility and Brand Building: We discuss how authoring a book can significantly boost your credibility and strengthen your brand, regardless of the scale of its deployment (big bookstore presence or self-publishing platforms like Amazon). We highlight that even if the book sells to a small audience, the very act of completing and publishing a book can enhance professional standing and influence.
    [embed]https://youtu.be/cQT0HcK7wVI?si=XocDznRJ5zT-9aP6[/embed]
    26 min
  • Writing for Your Brand: Using eBooks for Brand Growth and Thought Leadership

    Welcome back to Branded: your comprehensive guide to creative branding. 

    On this episode, we're talking about an easy way that you can grow your brand, position yourself as a thought leader, and establish your authority in your niche: ebooks!

    Publishing an ebook is not hard and we're sharing our methods for creating them. Not only do they help with SEO and credibility, they can be used to grow your email list to turn people into leads.

    • Sara's eBook Library

    Key takeaways:

    1. Ebooks as Branding Tools: Larry and Sara stress the importance of ebooks in establishing yourself as a thought leader, branding, and potentially laying the groundwork for writing full-fledged books. Ebooks can serve as authoritative pieces that associate your name with a particular subject matter.

    2. Leveraging Speaking Engagements: Both hosts have experience in integrating ebooks with their speaking engagements. They suggest using ebooks as follow-up material for audiences, providing in-depth knowledge on the topics discussed on stage. QR codes are mentioned as a great tool to distribute these ebooks during presentations.

    3. Lead Generation: Sara explains that offering free ebooks in exchange for email addresses can be a powerful lead generation tool. This method not only provides value through the ebook but also enables continued marketing through an email series to the recipients, furthering business opportunities.

    4. Content Creation with AI: Larry mentions his use of AI tools such as ChatGPT to create ebooks quickly. He describes the ease of generating outlines and full chapters, suggesting that AI can streamline writing and reduce the workload substantially, highlighting the efficiency that technology can bring to content creation.

    5. Personalization and Brand Consistency: Discussing ebook designs and themes, Sara emphasizes tailoring the content to the target audience while maintaining her voice and brand identity. Larry also talks about having consistent branding throughout his AI-proof series, thereby reinforcing brand recognition.

    Bonus Takeaway: Domain Names for Ebooks: In the wrap-up of the podcast, Sara and Larry discuss purchasing custom domain names for each ebook as a strategy to simplify the sharing process and add credibility. They emphasize the ease and potential low cost of buying domain names aligned with the ebook topics.

    28 min
  • How Reality TV Impacts Personal Brands with Survivor’s Liz Wilcox
    Welcome back to Branded: your comprehensive guide to creative branding.
    We are so excited to have Liz Wilcox with us--the Fresh Princess of Email Marketing and a current contestant on season 46 of CBS's Survivor. We're talking about how her expertise in email marketing allowed her to live on an island for a month to tape the show while still having her business run smoothly and profitably.
    We're also asking a question that comes up often with reality television stars: how does reality TV impact a personal brand?
    She shares how she remained authentic throughout the experience, the negativity that has surrounded her on Reddit and Twitter, the current impacts she is seeing on her business and brand as episodes release, and the long-term impact she expects to see.
    Plus, the Fresh Princess of Email Marketing is giving away the secret to email success: Her Mega Email Swipe File available for download here: https://lizwilcox.ck.page/4072e76815.
    Key Takeaways:
    1. Personal Branding on Reality TV: Liz Wilcox's experience on Survivor showcased the positive effects that reality TV can have on personal branding and business growth, as she gained new subscribers and increased attention for her business, counter to her initial concerns about a negative portrayal impacting her brand.
    2. The Power of Authenticity: Liz emphasizes the importance of authenticity in brand identity, exemplifying this principle by staying true to her values and persona, even during her time off for Survivor. This authenticity has played a key role in helping her stay top of mind with her customers.
    3. Resilience Against Backlash: Despite facing accusations of being a scammer and public backlash on platforms like Instagram and Reddit, Liz's true community continued to support her robustly, showing the strength of a loyal customer base and the importance of not letting criticism hinder personal and brand growth.
    4. Adapting Personal Brands: Both Liz Wilcox and hosts Larry Roberts and Sara Lohse discuss evolving personal brands to cater to different audiences and to reflect growing opportunities, revealing the dynamic nature of brand management.
    5. Email Marketing and Strategic Positioning: Liz's expertise in email marketing allowed her to take significant time off to fulfill a childhood dream, all while maintaining a steady income. Her strategic approach to branding, both in her business and on Survivor, is highlighted by her ability to stand out and connect with others through her marketing skills and distinctive personal style.
    [embed]https://www.youtube.com/watch?v=rPMh6K3s9us[/embed]
    About Liz Wilcox:
    The Fresh Princess of Email Marketing, Liz Wilcox is an Email Strategist and Keynote Speaker showing small businesses how to build online relationships, package up their “magic” and turn it into emails that people want to read and, most importantly, purchase from.
    Liz's Website
    Facebook Group
    Instagram
     
    38 min
  • Authentic Connections: Building Real Connections Through Podcasts and Stories

    Welcome back to Branded: your comprehensive guide to creative branding. 

    We are excited to have our friend Kristin Chadwick on the show. She is a podcast producer and coach and the host of the Podcast Coaching for Kingdom Entrepreneurs podcast. We cover a lot in this conversation, partly because we get a little off topic.

    In this episode, we're talking about the art of genuine content creation, from the importance of speaking authentically to the pivotal role of emotion and human connection. Kristen shares her insights on the transformative power of podcasting in personal narratives, Larry shares his challenges of conquering camera shyness through NaPodPoMo, and Sara shares how she helped a client record a natural-sounding podcast trailer.

    We'll also talk about overcoming the notorious imposter syndrome, an experience we all understand well. Plus, expect personal stories, practical tips on AI tools, and even some book recommendations (including Sara's upcoming book, Open This Book, of course!).

    So, tune in, get comfortable, and let's explore the influences of podcasting on journalism, the beauty of personal stories in building connections, and how embracing our whole heart in content creation can lead to genuine impact.

    Key Takeaways:

    1. Authenticity and Human Connection: The hosts and guest emphasized the importance of bringing authenticity and emotion into podcasting to foster human connections. Kristen Chadwick's experience with her podcast "Holistic Hearts" underlined the impact of integrating personal stories to resonate with audiences and create change.

    2. Overcoming Imposter Syndrome: Larry Roberts, Sara Lohse, and Kristin Chadwick shared their personal encounters with imposter syndrome, recommending strategies for overcoming it such as embracing continual growth, with a book recommendation titled "The Middle Finger Project."

    3. Adapting to Solo Recording Challenges: The episode discussed the various ways podcasters can adapt to the challenges of solo recording, from using teleprompter features to having supportive presences or visualizing the audience during recordings, aiming for a conversational tone.

    4. The Evolution of News Delivery: The guests and hosts examined the evolving landscape of journalism, where podcasts and personal narratives play an increasing role. Kristen Chadwick speculated on how the authentic approach of podcasting could influence traditional news broadcasting.

    5. Building Connections Through Shared Stories: Conversations in the episode underscored the universal nature of storytelling in creating strong connections. Everyone has a story worth sharing, and those personal accounts can be powerful, particularly in a branding context where they can empower and inspire listeners.

    37 min
  • Brand Activation: Creating Sticky Marketing Experiences for Your Brand
    Welcome back to Branded: your comprehensive guide to creative branding.
    On today's episode, we are joined by Daniel Den, the co-creator of the X Factor Effect methodology and author of the book "Ideas That Influence."
    We met Daniel at Podfest earlier this year and he was excited to send us each a mysterious box. When we got opened it, it was a guided experience that almost felt like an escape room with parts of the book prompting you to open secret envelopes and reveal extra goodies.
    The idea definitely stood out, so we brought him on the show to talk about how he created it and how brands can design experiences that make them stand out even without a large budget.
    Key takeaways:
    1. Affordable Impactful Branding: Daniel Den emphasized the necessity for brands to create impactful and memorable brand activations without overspending. He highlighted the importance of incorporating "sticky" elements that resonate with the audience and can be implemented cost-effectively.
    2. Experiential Branding and Engagement: The hosts, along with guest Daniel Den, discussed how experiential elements like user-generated content, interactive events, and personalized promotional boxes can significantly increase audience engagement and create a more vivid brand presence.
    3. The Power of the Unboxing Experience: Daniel Den and the hosts touched upon how products and services can be enhanced with an intriguing unboxing experience, which can stimulate the consumer's excitement and encourage them to share their experiences on social media.
    4. Front-End Sacrifice for Back-End Profits: Daniel Den outlined a marketing strategy where initial losses from giveaways or discounted offers are accepted to build customer relationships, with the expectation of higher profits from future upselling opportunities in programs such as mentoring or masterminds.
    5. The "X Factor Effect":The episode delved into the importance of brands being unique and creating an "x factor" that deeply connects with their audience. The effectiveness of this approach was exemplified by referring to memorable events like Steve Jobs' 2009 iPhone launch.
    Encouraging engagement, building immersive experiences, and fostering brand connection through clever, cost-effective means were the central themes of this podcast episode.
    Get your box for just the cost of shipping at www.bigideasbox.com.
    [embed]https://youtu.be/9Lb0Wp5iljs?si=8tE9Q8zN3cqOYQn0[/embed]
    About Daniel Den:
    DANIEL DEN became fascinated with marketing and sales almost two decades ago. Today he is the co-creator of the X Factor Effect methodology where he and his team have helped over 20,000 students and clients grow their businesses. Daniel teaches that “Different is the new Better” and his framework includes nine pillars for differentiating your business so that you can become a market leader or category king. For several years, Daniel traveled the world full time with his wife and four children. They continue to travel often and now live in Florida. Daniel Den is the author of the new book "Ideas That Influence," that was built to help business owners discover their own WILDLY SUCCESSFUL MARKETING IDEAS!
    34 min
  • Stalking Benjamins: How to Create a Successful Podcast Brand
    (Previously Released Episode) On this episode of Branded, Larry and Sara are joined by Joe Saul-Sehy to talk about how he built one of the biggest podcasts in the industry, and also dive into the role he played in Sara's own story.
    At Podcast Movement 2021 in Nashville, Sara stalked the host of Stacking Benjamins and accidentally got herself booked on the show to tell the story of the time she got a tattoo of a penis while in Ireland. Joe tells his side of that interaction and how he created The Girl With the Penis Tattoo.
    With his mullet strategy, Joe talks about how to grow a small podcast into a huge success and make a show that leads with entertainment. He shares his tactics for crafting impactful interviews, the importance of creating interesting and entertaining content, and the value of investing in the necessary skill sets to generate engaging conversations.
    Key Takeaways:
    1. Crafting Compelling Content: Joe emphasized creating interesting and entertaining content. Regardless of the type of product or message, we are all in the entertainment business first and foremost. Joe shared a hilarious story about a tattoo gone wrong, which served as an example of the kind of content we aim to create to entertain our listeners.
    2. Building a Successful Show: Joe acknowledged the presence of another more professional and research-focused host on the show, showcasing the importance of finding a balance. He revealed that Branded underwent some changes to make it more accessible and entertaining, akin to "The Tonight Show." While these changes initially led to some setbacks, the show eventually improved and even received awards from reputable publications like Kiplinger.
    3. Interview Techniques: Joe offered valuable insights into the art of interviewing. He drew inspiration from legendary interviewers like Larry King, Barbara Walters, Howard Stern, and Mark Marron. Joe stressed the significance of being genuinely curious and asking meaningful questions that delve into the heart of the guest's book or topic. Crafting interviews that are engaging, informative, and leave the audience wanting more is no easy feat.
    4. Investing in Skill Sets: The importance of investing in individual skill sets cannot be overstated. Joe shared how he personally invested in learning comedy and public speaking to enhance his hosting abilities. Drawing from his experience as a professional PR person for American Express, he highlighted the value of specific skill sets in generating meaningful conversations on the show.
    5. Overcoming Challenges: Joe shared his frustration with success stories that lack practical advice on how to achieve it. He emphasized the importance of actively reducing friction in communication, listening to criticism, and finding truth in the message even amidst snark or negativity. Joe encouraged fellow podcasters to become students of what causes friction in their content and improve upon it.
    6. The Serious-Fun Mix: Joe drew a captivating analogy, likening a good podcast to a mullet - serious content in the front and fun or entertaining elements in the back. Striking a balance between educational and enjoyable content is key to keeping our listeners engaged and coming back for more.
    Check out the before and after pictures of the famous tattoo on Sara's website!
    [embed]https://youtu.be/tl1fcZqLh-M?si=7jiMJUvOwNH30x8c[/embed]
    About Joe Saul-Sehy
    Joe is the creator and co-host of the Stacking Benjamins and Stacking Deeds podcasts and the creator of a network of five podcasts (plus a monthly contributor to another!).
    Current board member at large of The Plutus Foundation.
    Former board president of Partnership For The Pathway.
    Joe is a former financial advisor (16 years) and represented American Express and Ameriprise in the media. He was the “Money Man” at Detroit television WXYZ-TV, appearing twice weekly. He’s appeared in Bride, Best Life, and Child magazines, the Los Angeles Times, Chicago Sun-Times, Detroit News and Baltimore Sun newspapers. He’s also appeared online in more than 200 different places, including CNBC.com and WSJ.com.
    37 min
  • Better Networking: Tips for Being a Better Networker
    Welcome back to Branded: your comprehensive guide to creative branding.
    Networking is something we know we need to do, but how can we do it well? In this episode, we're sharing a few tips for networking in social and professional settings so you can grow your brand.
    We talk about our own experiences networking (both positive and negative) and the more memorable mistakes we've made over the years. Take some of these ideas and level up your networking for your next event.
    Key takeaways:
    1. Networking Requires a Giving Attitude: The episode stresses the importance of going into networking events with a giving attitude. Rather than focusing solely on what one can gain, the emphasis is on contributing, building relationships, and offering value to others.
    2. Follow-Up Promptly: It is essential to follow up with new connections within 48 hours of the initial meeting. This prompt follow-up helps ensure that people remember you and can lead to further conversations and opportunities.
    3. Side Hustles Are Important: The discussion highlights the significance of having a side hustle. It serves as a fallback position in the event of a job loss, and it also helps maintain an active professional presence if one's main job status changes.
    4. Authenticity Matters in Personal Branding: The episode emphasizes the importance of being authentic when building a personal brand. It discusses how being true to oneself, even in choices of attire and demeanor, is vital for establishing an identity and remaining true to one's values.
    5. Physical Appearance Should Not Determine Networking: The hosts share experiences about how making assumptions based on outward appearances can lead to missed opportunities. They stress the importance of looking beyond appearances and focusing on the value individuals can bring in a networking context.
    [embed]https://www.youtube.com/watch?v=V4UCIcVXFWA[/embed]
    25 min
  • Podcast Guesting: Tips and Best Practices for Being a Great Guest
    Welcome back to Branded: your comprehensive guide to creative branding.
    On today's episode, we're talking about one of our favorite ways to become a thought leader and grow your brand: guesting on podcasts.
    We're sharing some of our tips and tricks for being a great podcast guest that gets you invited back, including:
    1. Do your research on the show and audience before you pitch and make sure you're pitching the value you'd bring to the show rather than just pitching yourself.
    2. Be prepared from a technical standpoint. Invest in a microphone, have a quiet recording space, and take the necessary steps to make your side of the interview look and sound professional.
    3. Seriously, buy a microphone. Rode Podmic. Samson Q2U. Audiotechnica 2100x. All low-cost options that will help you sound great. (More at https://favoritedaughtermedia.com/freebies/recommended-products/)

      4. [embed]https://youtu.be/fbnarY83_-o[/embed]
      23 min

    About Branded

    From the publisher's feed

    Welcome to "Branded," your comprehensive guide to creative branding. We're your hosts, Larry Roberts and Sara Lohse, and together we're going to help you build a brand that sticks!