Your website gives off a feeling. Your brand has a story. But are they actually saying the same thing?

In this Art of Positioning episode, we go at it from three angles: visuals, words, and strategy, with UX designer Rachel Lee and verbal identity specialist Emily McGregor.

Real client stories, real gaps they've seen, and the tests you can run right now to find out if your brand is actually distinct or just looks that way from the inside.

We cover why hiding behind credentials is repelling the exact clients you want, what happens when your personality and your website are total strangers to each other, why your 404 page and confirmation emails are doing more damage than you think, and how to figure out if your brand would still be recognizable with your name stripped out of it.

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Often, I see businesses hit a wall when it comes to their offerings and brands not complementing or building on each other to the point of brand cannibalization.

So, The Brand Scaling Tool was born to find the best solution for your mix and goals. Get direction right up front based on where you're at today:

https://www.badasserybyb.com/brand-scaling

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03:57 Brand Story vs Website

06:55 Common Disconnect Patterns

15:40 Spotting Misalignment Fast

18:45 Messaging vs Visuals - The Correct Order

23:50 Going Too Zany

30:47 Visual Style Glue

35:35 Cheat Sheets That Work

43:51 Brand Style Guidelines

46:22 Micro Touchpoints Build Trust

53:15 Founder Led Brand Transition

56:52 Case Study Sports Bra Reposition

01:02:50 Quick Tests For Distinctiveness

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5 episodes to binge on:

1. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Alex Smith
2. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Cam Varner
3. ⁠⁠⁠⁠⁠⁠⁠⁠Repositioning to $10M⁠⁠⁠⁠⁠ with Nicole Downer
4. ⁠⁠⁠⁠⁠⁠⁠Your Business Might Be Unsellable⁠⁠⁠⁠⁠⁠⁠ with Allie Beckmann and Alexandria Seydel
5. ⁠⁠⁠⁠⁠Repositioning Without Losing Customers ⁠⁠⁠⁠⁠with Amy Heidersbach & Melissa Eaton

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Reach out to guest speaker Emily McGregor:

Penguin Cat Creative | Scrappy Ads.Io | McGregor.Cool | Instagram | LinkedIn

Reach out to guest speaker Rachel Lee:LinkedIn | NeoGenesis | Rachel Lee Website | Instagram

Follow Beatrice Gutknecht:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Your Podcast Sidekick⁠