This episode of The Business Conversation Podcast features Ryan Truax, Director of Marketing at Sportsdigita. Ryan gives an in-depth look at the intricacies of branding, and how the brand is an investment for organizations, not just a marketing tool. 

Ryan emphasizes the need to clearly define and understand the “WHY” of the organization in its branding efforts. This way, companies can clearly define its position and differentiate itself from the competition. 

Ryan believes that a brand must resonate first with the organization and its different departments first before it can help reach prospects and customers. If any element in the brand falls in the company level, then customers are bound to feel the disconnect. Branding should empower the organization and its members should be its ambassadors. 

HIGHLIGHTS

• Branding is an investment, not just a marketing tool
• How to align leadership with branding value
• Understanding your "WHY"
• Involve the different departments in your organization in your branding
• Identify the relevant KPIs to make branding efforts measurable 
• Your brand should empower the whole organization

QUOTES

Ryan: “At its core, the brand is your DNA. It informs your soul, it informs who you are, what you mean to your customer, your prospects alike.”

Ryan: “Let data speak when it can. Leverage it when you can. I'm looking at engagement metrics on my website. For instance, I can point to areas where we're excelling, and where we're falling short perhaps. We can look at those as opportunities as the brand sits there as kind of a conversion engine -- is it doing the job that it needs to for our sales team and our entire company as a cumulative whole.”

Ryan: “We look at Teslas, we look at the Apples of the world. They understand their 'Why' better than others. Their competitors, their infrastructure are not so dissimilar to the next. But their ability to own the 'Why' in that branding discussion positions them radically different than their competition.” 

Garrio: "The next generation of marketing leaders have to be swiss army knives. They have to be able to walk into a room with the CFO, the spreadsheet is open, and quickly have a discussion with the CFO around what you're trying to accomplish."

Follow the link below to learn more about Ryan Truax:

• LinkedIn - https://www.linkedin.com/in/ryan-truax-50517111/

This series is being put together in collaboration with AIGA Minnesota - one of the largest chapters of AIGA, that works to enhance the value and deepen the impact of design across all disciplines of business, society, and our collective future.

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Curious, a group of B2B marketers helping their clients define a conversation that is unique, relevant, and honest with their ideal customers. They then help their clients find their ideal audience to start the conversation by pushing content through the most efficient channels, whether that be traditional or digital.