Confused about branding or think it’s only for consumer giants? In this episode of Cover Brand, Ethan Decker welcomes Perry Maughmer, an experienced Vistage chair, to break down the real-world impact of brand science for leaders of growing organizations. Discover why your first brand campaign should always be internal, how to translate your company’s core beliefs into concrete behaviors, and why even B2B businesses can’t overlook the power of clear, consistent branding. Perry and Ethan share stories, actionable strategies, and a few surprising insights—for example, why the kind of coffee you serve can reinforce your reputation, and how branded experiences go far beyond marketing materials.

If you're a business owner, team leader, or marketer wanting to reduce organizational friction, attract top talent, and fuel growth with more intentional branding, this episode is your roadmap to measurable results.

Main Topics Covered:

• Why branding is more than just a logo—how it's rooted in daily behaviors and internal culture
• The value of "brand science" and how data-driven insights shift branding from guesswork to ROI
• How small and midsize businesses (especially B2B) can leverage internal branding for growth
• The critical importance of internal alignment before launching any external marketing campaign
• Tangible ways to express your brand—from truck wraps to employee onboarding and company events
• How to connect your brand with both employees and customers for a cohesive reputation
• The overlooked ROI of consistent, intentional branding in hiring, retention, and client trust
• Practical steps for leaders to identify, clarify, and amplify their true brand

Vistage: Learn about peer advisory groups for business leaders

Listen to the Potential Leader Lab Podcast by Perry and explore his website.

Ready to turn your company’s DNA into a powerful growth tool? Start by clarifying your internal brand. Audit your current behaviors—what’s aligned, what needs work, and where are you missing out on simple ways to reinforce your reputation? If you need a sounding board, brands like yours can benefit tremendously from outside perspective—don’t hesitate to consult an expert and set your business up for measurable growth.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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