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How Strong Branding Moves Clients Through the Marketing Funnel with Erin Andrea Craske
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In this episode, Erin Andrea Craske joins me to discuss the critical aspects of branding, emphasizing the common pitfalls businesses face in their branding strategies.
She highlights the lack of engaging branding within the legal industry as a prime example of widespread branding issues. Erin stresses the importance of understanding that regardless of the industry, whether B2B or B2C, the target audience consists of humans, and emotional connection is key to effective branding.
She argues that many companies fail to convert potential clients into actual clients because they overlook the emotional and psychological factors that influence decision-making. The conversation also covers the significance of targeting specific customer segments and the necessity of imbuing brands with emotional value to differentiate them from competitors.
Erin Andrea Craske, an award-winning strategist, boasts a 20-year career, culminating as Global Head of Consumer Brands. With expertise in strategic development, profitability, leadership, and communication, she's an ICF-certified executive transformation coach. Leveraging 16 years of leadership, she empowers conscious business rebels to succeed and create positive impacts.
Erin gives listeners actionable tips on:
- 0:00 Intro
- 03:29 The core of branding - getting people to make the decision in the way we want them to when it comes down to the right time
- 05:16 How to move people through the decision process rather than assume action
- 11:14 The money drain on acquisition/awareness when you're not using a strategy
- 14:55 Adding the emotional piece into consideration to really speak to clients
- 18:07 The bottom of the funnel, emotionally
- 22:33 Taking your overthinking out of the brand and focusing on your potential client/customer
- 23:45 Lead with the questions you most get from your clients
- 26:44 Book Review
- 34:24 One big takeaway
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