A brand is a fragile asset, one that can be damaged (sometimes irreparably) by a simple misstep. Just ask PepsiCo, which lost $30M when it rebranded Tropicana orange juice and changed its packaging. In this week's Silver Dollar episode, we revisit this branding debacle to reinforce the first rule of branding and the central tenet of understanding your ideal client. Listen to understand the key aspect of branding that you can never afford to lose control of, discover all the components that work together to construct your personal brand, and learn valuable tips that will help you define your client persona.

Be sure to check out the show notes at staypaidpodcast.com for a complete summary and additional details not included in the episode.

Connect | Resources

Blogs

· "5 Tips to Building Your Personal Brand"

· "3 Branding Mistakes You're Making"

You can get free resources, including e-books, printables, and lead magnets to attract new leads, by visiting our Resource Library.

0:00 Introduction

0:57 The worst rebranding in orange juice history

1:55 Tropicana's failure

3:15 Controlling your brand's narrative

3:51 Maintain a consistent brand identity

4:49 Capture your ideal client persona

5:39 Consistency promotes brand equity

7:34 Tips for creating an ideal client persona

9:30 Examine your clients for an unrecognized niche

11:10 Consult with your clients

12:50 Action Item

Want Josh and Luke to help you with your marketing? Visit https://remindermedia.com/StayPaidMarketing/

How to Create a Buyer Persona