Transcript
WEBVTT 1 00:00:00.000 --> 00:00:04.200 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:04.679 --> 00:00:09.750 invite industry experts to be guests on your show and watch your brand become 3 00:00:09.789 --> 00:00:14.830 the prime resource for decision makers in your industry. Learn more at sweet phish 4 00:00:14.910 --> 00:00:24.300 MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB 5 00:00:24.420 --> 00:00:28.539 leaders. We've interviewed names you've probably heard before, like Gary Vander truck and 6 00:00:28.579 --> 00:00:32.380 Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:33.020 --> 00:00:37.770 That's because the bulk of our interviews aren't with professional speakers and authors. Most 8 00:00:37.810 --> 00:00:41.929 of our guests are in the trenches leading sales and marketing teams. They're implementing 9 00:00:41.969 --> 00:00:46.969 strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in 10 00:00:46.969 --> 00:00:50.320 the world. My name is James Carberry on, the founder of sweet fish 11 00:00:50.359 --> 00:00:53.880 media, a podcast agency for bb brands, and I'm also one of the 12 00:00:53.960 --> 00:00:58.159 cohosts of this show. When we're not interviewing sales and marketing leaders, you'll 13 00:00:58.200 --> 00:01:00.880 hear stories from behind the scenes of our own business. Will share the ups 14 00:01:00.960 --> 00:01:04.590 and downs of our journey as we attempt to take over the world. Just 15 00:01:04.750 --> 00:01:12.189 getting well maybe let's get into the show. Hey, everybody, logan with 16 00:01:12.269 --> 00:01:15.950 sweet fish here. Before we get straight into today's interview, I wanted to 17 00:01:15.989 --> 00:01:19.819 let you know about another podcast you might enjoy. If you were a regular 18 00:01:19.900 --> 00:01:26.500 listener of this show, you'll probably really like the B Tob Revenue Executive Experience 19 00:01:26.700 --> 00:01:30.299 With Chad Sanderson over at value selling associates. Chad is a good friend of 20 00:01:30.379 --> 00:01:34.769 ours here at Sweet Fish, a phenomenal podcast host. I really liked one 21 00:01:34.810 --> 00:01:40.409 of his older episodes from probably a year back, with Todd Capony, the 22 00:01:40.569 --> 00:01:46.769 author of the transparency sailed. Great conversation about leveraging honesty, transparency and a 23 00:01:46.810 --> 00:01:52.719 value added approach in BB sales. Check out the BB Revenue Executive Experience With 24 00:01:52.840 --> 00:01:56.879 Chad Sanderson on apple podcast or anywhere you do your listen. All right, 25 00:01:57.079 --> 00:02:01.189 now let's really get into the show. Welcome back to be tob growth. 26 00:02:01.269 --> 00:02:06.189 I'm Logan lyles with sweet fish media. I'm joined today by Garrett Justice. 27 00:02:06.189 --> 00:02:08.430 He is the head of marketing over at Lucid Press. Garrett, how's it 28 00:02:08.469 --> 00:02:10.949 going today, man? Hey, it's going really good. Glad to be 29 00:02:12.069 --> 00:02:14.349 with you. Thanks, Logan. I love it, man. I love 30 00:02:14.430 --> 00:02:19.900 to talk with folks here in the Rocky Mountain Tech Corridor that's booming these days, 31 00:02:19.979 --> 00:02:23.620 and Utah and Colorado. How's the weather out in Utah Today? Man, 32 00:02:23.780 --> 00:02:27.219 a little little bit rainy today, but you know, it could be 33 00:02:27.340 --> 00:02:30.530 worse. So yeah, awesome, man. Well, we're going to be 34 00:02:30.610 --> 00:02:37.330 talking about waste a capitalize on improved Roy through better design and brand consistency. 35 00:02:37.449 --> 00:02:38.969 But before we do that, Garrett, I would love for you to give 36 00:02:39.050 --> 00:02:43.569 listeners a little bit of background on yourself and what you and the team at 37 00:02:43.569 --> 00:02:46.479 lucid or up to these days. Man, yeah, sounds good. So 38 00:02:46.879 --> 00:02:51.680 Lucid press is the second product of lucid software. So many of your bb 39 00:02:51.840 --> 00:02:55.319 listeners are probably familiar with our sister product of Lucid Chart, so web based 40 00:02:55.439 --> 00:03:00.069 diagramming and data visualization platform. So Lucy press uses a lot of the same 41 00:03:00.069 --> 00:03:05.069 underlying technology is lucid chart, but it's a pretty different product. So Lucy 42 00:03:05.150 --> 00:03:07.949 press is really what we call a brand templating platform. It's really about empowering 43 00:03:08.030 --> 00:03:14.939 organizations to set up libraries of lockable templates for all the sales are marketing collateral 44 00:03:14.979 --> 00:03:19.580 or design pieces that people might need to create and through the lockable templates, 45 00:03:19.620 --> 00:03:23.259 the Nice thing about that is people, even those without a design background, 46 00:03:23.300 --> 00:03:28.610 can go and and customize the templates to create things like ebooks or social media 47 00:03:28.689 --> 00:03:32.250 graphics or sales one pagers or presentations, you kind of name it, without 48 00:03:32.370 --> 00:03:37.330 having to go to the central marketing or design team. So it helps alleviate 49 00:03:37.449 --> 00:03:42.120 some of that the that backlog of small request that a central marketing or design 50 00:03:42.159 --> 00:03:46.400 team gets and it helps people get create really great content even quicker and get 51 00:03:46.400 --> 00:03:49.599 it out there. That's awesome and I love the way that you guys are 52 00:03:49.680 --> 00:03:53.360 expanding on the tool set, taking some of the technology that's been applied to 53 00:03:53.439 --> 00:03:58.469 solve certain problems. You know, the visualization tool that you guys are now 54 00:03:58.509 --> 00:04:02.550 applying to help sales people look at organization charts, kind of layering on top 55 00:04:02.590 --> 00:04:05.750 of some of the other ways that people have used lucid chart in the past 56 00:04:05.830 --> 00:04:12.300 and now taking some of those underlying things and and helping marketers in this way. 57 00:04:12.300 --> 00:04:15.620 I you know, this idea of brand consistency, design consistency is something 58 00:04:15.660 --> 00:04:20.180 that we've talked about here internally at sweet fish and I'm excited to hear from 59 00:04:20.220 --> 00:04:24.410 you a little bit about you know, why it's important. I know you 60 00:04:24.449 --> 00:04:29.250 guys have done some research on this topic here recently and some steps that marketers 61 00:04:29.329 --> 00:04:32.610 can take. But I think in this conversation, anytime you talk about brand 62 00:04:32.649 --> 00:04:36.810 and design, we kind of need to just take a second and unpack those 63 00:04:36.850 --> 00:04:41.079 terms. Would you mind doing that from your guys perspective real quick, Garrett? 64 00:04:41.240 --> 00:04:43.920 Yeah, for sure. I mean those are big terms that are pretty 65 00:04:43.920 --> 00:04:46.920 loaded and they mean lots of things so lots of people. So you know 66 00:04:46.040 --> 00:04:48.759 today, as as I kind of speak about design and brand, there's a 67 00:04:48.759 --> 00:04:51.990 few different types of design, and this is for those of you who are 68 00:04:53.069 --> 00:04:57.029 designers. I'm not a designer by trade, so this might be an oversimplication 69 00:04:57.189 --> 00:05:00.430 for any listeners who might have a design background, but there's a few different 70 00:05:00.430 --> 00:05:02.550 types of core design, especially when it comes to you know, beat it, 71 00:05:02.670 --> 00:05:06.379 the B Tob World. There's products and service design. That's like the 72 00:05:06.740 --> 00:05:12.779 core product or service that you create, whether it's a physical or digital product 73 00:05:12.819 --> 00:05:15.180 or services attached with that, and a lot of times people talk about the 74 00:05:15.300 --> 00:05:18.379 design of that can be the UX of it, it's a web based product 75 00:05:18.420 --> 00:05:23.850 or the physical design of it, and and often when people speak about design, 76 00:05:23.889 --> 00:05:27.170 that's what they think about. Another part of design, though, is 77 00:05:27.290 --> 00:05:30.529 really about graphic design or the web design and that's really impacting all the other 78 00:05:30.569 --> 00:05:36.480 supporting interactions that are outside of the core product or service. So we ought 79 00:05:36.519 --> 00:05:40.439 when we talk about design, I think we often talk about the first the 80 00:05:40.519 --> 00:05:44.199 product in the service design, but we forget about all the marketing and sales 81 00:05:44.279 --> 00:05:48.639 materials and that's actually where the sheer volume of interactions are that cut summers have 82 00:05:48.759 --> 00:05:54.470 with design that your company is creating. So I think it's interesting to kind 83 00:05:54.470 --> 00:05:57.670 of delineate between the two of those. Yeah, I think that makes a 84 00:05:57.750 --> 00:06:00.949 lot of sense. There was a quote I saw in a deck that you 85 00:06:00.990 --> 00:06:05.220 guys put out and it was this marketing is the truth of you translated into 86 00:06:05.420 --> 00:06:09.540 the language of your customers, and it kind of called out that, you 87 00:06:09.620 --> 00:06:15.019 know, brand equals that truth of you and design is the language and so 88 00:06:15.660 --> 00:06:19.689 the language that whatever it is your product or service or the information about your 89 00:06:20.209 --> 00:06:26.170 product your service, that the message is how it gets translated. I thought 90 00:06:26.170 --> 00:06:29.329 that was really interesting then. Yeah, and it kind of builds, you 91 00:06:29.410 --> 00:06:30.930 know, speaking to that branding piece. You know, the truth of you 92 00:06:31.290 --> 00:06:35.040 kind of builds on there's a famous Jeff bezos quote where he says your brand 93 00:06:35.120 --> 00:06:39.000 is what people say about you when you're not in the room, and I 94 00:06:39.279 --> 00:06:42.600 like that because it's really like getting at it's the truth about who you are. 95 00:06:42.639 --> 00:06:45.800 It's not just, you know, who you want to be or who 96 00:06:45.839 --> 00:06:47.509 you say you are. It's like the truth of who you really are, 97 00:06:47.870 --> 00:06:51.389 and that's definitely true when it comes to, you know, branding. It 98 00:06:51.589 --> 00:06:55.990 starts with who you are as a company, what you do and why you 99 00:06:56.110 --> 00:06:59.310 do it. And then oftentimes when we think about branding, we think about, 100 00:06:59.509 --> 00:07:01.060 you know, the logo and the colors and everything else, and that's 101 00:07:01.100 --> 00:07:05.620 just the visual expression of who you are as a company at your core, 102 00:07:05.779 --> 00:07:10.939 if that makes sense. Yeah, absolutely so, as we talked about earlier, 103 00:07:11.019 --> 00:07:14.620 we're going to get into some steps you can take for better brand and 104 00:07:14.740 --> 00:07:19.370 design consistency and why those lead to better Roy but before we get into what 105 00:07:19.569 --> 00:07:23.649 steps you should take, I think we should take a second to talk about 106 00:07:24.009 --> 00:07:27.410 the why. There are some factors in the world right now, in the 107 00:07:27.529 --> 00:07:33.079 markets that we serve, that are affecting this correlation between better design, more 108 00:07:33.199 --> 00:07:38.639 consistent branding and Higher Roi, and the first one of those is that the 109 00:07:38.759 --> 00:07:43.360 world has come to expect great design everywhere right. Yeah, and I think 110 00:07:43.360 --> 00:07:46.589 that's definitely true and no quick example of that I find pretty interesting is anyone 111 00:07:46.589 --> 00:07:49.310 who's familiar with the web the words to be seen the Webby awards to the 112 00:07:49.389 --> 00:07:53.230 side out there that kind of rates some of the best, you know, 113 00:07:53.389 --> 00:07:57.470 web pages and they've expanded since then every year. So they started in nine 114 00:07:57.470 --> 00:08:01.019 hundred and ninety seven with just know, the best home page. It's really 115 00:08:01.100 --> 00:08:03.540 interesting. I've looked at some of those archives of the best home page from 116 00:08:03.620 --> 00:08:07.180 N Ninety Seven. You compare that to the best home page that they've scored 117 00:08:07.379 --> 00:08:11.939 of today and it's just, you know, the it's just drastic the change. 118 00:08:11.939 --> 00:08:13.290 And you can pull anyone off the street, regardless of whether they have, 119 00:08:13.730 --> 00:08:16.370 you know, a design background or not, ask them which of these 120 00:08:16.410 --> 00:08:20.490 is better design, and everyone picks, you know, the more recent one. 121 00:08:20.769 --> 00:08:22.569 And that's not just a nature of, you know, the changing trends 122 00:08:22.610 --> 00:08:26.490 in web design. That exists across, again, everything that your company is 123 00:08:26.529 --> 00:08:30.560 designing, that the world is just come to expect great design, not even 124 00:08:30.639 --> 00:08:33.600 just the core product or service, but all of those other touch points, 125 00:08:33.919 --> 00:08:37.279 which is often, you know, marketing and sales touch points along the way. 126 00:08:37.519 --> 00:08:39.360 Yeah, that makes a lot of sense, man. I definitely want 127 00:08:39.360 --> 00:08:43.470 to make sure we linked to that in the show notes because I think that 128 00:08:43.950 --> 00:08:46.029 that's just I haven't been to that site to look at those rankings, but 129 00:08:46.110 --> 00:08:48.789 I think it would be really interesting to look at. Okay, what one 130 00:08:48.870 --> 00:08:52.950 best home page in one thousand nine hundred and ninety seven versus, you know, 131 00:08:52.190 --> 00:08:56.539 two thousand and eighteen? They're going to be some stark differences. Part 132 00:08:56.580 --> 00:09:00.980 of it is, you know, the technology, but also just everything about 133 00:09:01.259 --> 00:09:05.019 the way things have progressed over the last twenty or so years makes better design 134 00:09:05.299 --> 00:09:09.940 easier and therefore, you know, kind of the bar is higher. The 135 00:09:09.049 --> 00:09:13.529 other factor that's contributing to this is something we talked about a lot here at 136 00:09:13.529 --> 00:09:18.850 sweet fish and we're we encourage a lot, is that more people within your 137 00:09:18.889 --> 00:09:24.399 organization, and essentially everybody should be a content creator of some former fashion who. 138 00:09:24.600 --> 00:09:28.399 So can you speak to that reality a little bit, to Garrett internally 139 00:09:28.519 --> 00:09:33.200 and how that affects the importance of design consistency? Yeah, for sure. 140 00:09:33.320 --> 00:09:37.440 So again, anyone who's been who's familiar with the Netflix series madmen, you 141 00:09:37.480 --> 00:09:43.070 know that kind of the s advertising age. This is definitely an oversimplification, 142 00:09:43.269 --> 00:09:46.190 but you know really in the madman age of the s marketing was really a 143 00:09:46.429 --> 00:09:52.509 strategic marketer or advertiser doing mass marketing to a mass audience. And today, 144 00:09:52.549 --> 00:09:56.700 if you think about it, it's completely different. Everyone across your company, 145 00:09:56.139 --> 00:10:01.899 sales people, employees, maybe even venders or partners, are creating quote marketing 146 00:10:01.940 --> 00:10:07.730 right, unquote. So some some type of content with your brand on it 147 00:10:07.169 --> 00:10:13.049 for increasingly fragment and audiences and a variety of channels and mediums, and it 148 00:10:13.330 --> 00:10:18.210 creates some challenges. Is For most organizations to having something be very consistent. 149 00:10:18.570 --> 00:10:22.080 And so you have a combination of the world expecting great design and all of 150 00:10:22.159 --> 00:10:28.679 these people across your company who aren't trained as designers now creating stuff and it 151 00:10:28.799 --> 00:10:31.200 and there's some big challenges for for many companies when it comes to how do 152 00:10:31.240 --> 00:10:35.990 you then be consistent? Right? Yeah, absolutely so. That is a 153 00:10:35.110 --> 00:10:39.309 great segue. I think that you have teed us up really well, Garrett, 154 00:10:39.350 --> 00:10:43.950 to to talk about these three ways that you can improve your design consistency. 155 00:10:45.070 --> 00:10:48.389 Why it's important, you know kind of what you said said. Their 156 00:10:48.629 --> 00:10:52.299 echoes, the Jeff bezos quote that you mentioned earlier, than your brand is 157 00:10:52.340 --> 00:10:56.860 what people say about you when you're not in the room because of all these 158 00:10:56.940 --> 00:11:00.700 things that are affecting it reminds me of something I heard step Goden say. 159 00:11:00.700 --> 00:11:03.740 I'm not I'm probably not going to be able to quote him specifically, but 160 00:11:03.259 --> 00:11:07.289 you know, everything is marketing, and so everything that's going out, every 161 00:11:07.370 --> 00:11:13.730 interaction, every piece of collateral, every piece of messaging, every design element 162 00:11:13.210 --> 00:11:16.649 is marketing, whether it's created by marketing or not, you know, which 163 00:11:16.929 --> 00:11:20.159 fits in line with what you were saying about everyone being a content creator. 164 00:11:20.279 --> 00:11:24.879 So let's get into these three steps that folks can take to improve this because 165 00:11:24.960 --> 00:11:30.919 of these situations that we're talking about. The first is to remove confusion about 166 00:11:30.960 --> 00:11:33.590 your brand by answering strategic business questions. Can you tell us a little bit 167 00:11:33.590 --> 00:11:37.990 about what marketing teams and organizations as a whole can do better here, Garrett? 168 00:11:39.190 --> 00:11:41.149 Yeah, so it's kind of going back to what we're talking about the 169 00:11:41.149 --> 00:11:43.830 beginning about, you know, brand is who you are at your core and 170 00:11:45.190 --> 00:11:48.340 it's what you do and it's how you behave. And a lot of time, 171 00:11:48.379 --> 00:11:52.340 they think people get into trouble with design because they haven't answered those core 172 00:11:52.460 --> 00:11:58.220 questions that are really just core strategic business questions that help them solidify their brand 173 00:11:58.539 --> 00:12:01.009 so they don't because they haven't answered those things. They don't really have a 174 00:12:01.049 --> 00:12:05.090 yard stick to measure the design against anything. It's just well, does this 175 00:12:05.210 --> 00:12:09.809 look good? It's not necessarily what does this fit with? These the answers 176 00:12:09.850 --> 00:12:13.610 to some of these questions, these core business questions, that that we've answered. 177 00:12:13.889 --> 00:12:16.399 So to build on that a little bit more, one example that I 178 00:12:16.440 --> 00:12:20.080 really love is there's a book by a guy named Patrick Lency one and it's 179 00:12:20.159 --> 00:12:24.000 called the advantage, and one of the things I love about that book is 180 00:12:24.240 --> 00:12:30.669 he outlines six strategic business questions that organizations need to align behind, especially the 181 00:12:30.710 --> 00:12:35.309 leadership teams. We've used this here internally and it's helped a ton for bringing 182 00:12:35.309 --> 00:12:39.429 the lineman across the team, but also alignment to our brand, and then 183 00:12:39.429 --> 00:12:43.029 it helps us create that yard stick for the that visual expression of our brand, 184 00:12:43.070 --> 00:12:46.179 some of the design. So the six questions that he mentions in that 185 00:12:46.340 --> 00:12:50.580 book, the first is why do we exist as an organization? Second is 186 00:12:50.620 --> 00:12:54.539 how do we behave? The third is what do we do? What do 187 00:12:54.620 --> 00:12:58.970 we do as a company? Fourth is how will we succeed? FIV is 188 00:13:00.529 --> 00:13:03.370 what is most important right now and the sixth is who must do what? 189 00:13:03.970 --> 00:13:07.970 I just actually like the first three of why do we exist, how do 190 00:13:07.090 --> 00:13:11.210 we behave? What do we do when it comes to solidifying your brand? 191 00:13:11.250 --> 00:13:15.399 And those seem like such simple questions, but it's it's pretty staggering sometimes if 192 00:13:15.440 --> 00:13:20.000 you if you're just go ask across the organization different people to answer those questions, 193 00:13:20.120 --> 00:13:24.120 the very different answers that you get. So you can bring a linement 194 00:13:24.159 --> 00:13:28.149 behind some of those core questions that help bring definition to your brand. It 195 00:13:28.350 --> 00:13:35.190 helps to have kind of that yard stick of measuring great design and it removes 196 00:13:35.230 --> 00:13:37.750 that confusion to help you build a strong room, more consistent brand. Some 197 00:13:37.870 --> 00:13:41.309 make sense. Oh, it makes total sense. I love what you said. 198 00:13:41.350 --> 00:13:43.460 They're about. If you don't have that yard stick, then it's does 199 00:13:43.539 --> 00:13:48.259 this look good to you? and then it just becomes subjective. And you 200 00:13:48.379 --> 00:13:50.940 know, I heard Dave Gerhardt at drifts say something the other day when he 201 00:13:52.019 --> 00:13:56.610 was talking about kind of limiting the number of inputs on your marketing decisions. 202 00:13:56.649 --> 00:13:58.730 When you open it up to everyone, you know everyone's got an opinion on 203 00:13:58.850 --> 00:14:03.529 marketing because it's so public facing and everybody, like you said, can understand 204 00:14:03.649 --> 00:14:09.529 good design or not, and you know it having something to go back to 205 00:14:09.730 --> 00:14:13.480 other than just does this look good? The question is, does this? 206 00:14:13.840 --> 00:14:18.480 Does this align and what you're recommending there about Patrick Lindsay only spook the advantage. 207 00:14:18.679 --> 00:14:22.519 I can't recommend that enough to folks. I'll make sure that we put 208 00:14:22.559 --> 00:14:24.669 a link to that in the show notes because it was some of the the 209 00:14:24.789 --> 00:14:30.070 chapters of that book that we're very informative for us. Garrett, last year 210 00:14:30.110 --> 00:14:35.269 at a as a team here at sweetfish, we went through and in modified 211 00:14:35.470 --> 00:14:37.740 our core values. We kind of we had seven. We felt like that 212 00:14:37.899 --> 00:14:41.820 was too much, as too many for people to remember, and we went 213 00:14:41.940 --> 00:14:45.340 through a process and it took us two days in a leadership off site. 214 00:14:45.379 --> 00:14:46.980 Again. You, as you mentioned, like who we are, how we 215 00:14:48.139 --> 00:14:50.940 behave. Those seem like, Oh yeah, I kind of everybody understands that, 216 00:14:52.019 --> 00:14:54.889 but you can really it might seem fluffy and I can tell you going 217 00:14:54.970 --> 00:15:00.169 into that exercise ourself as a team, it felt like are we really going 218 00:15:00.210 --> 00:15:01.649 to get value out of that? And I can tell you over the last 219 00:15:01.649 --> 00:15:09.000 year we really took time to dig into those questions and everything comes back now 220 00:15:09.159 --> 00:15:11.759 to our three core values that we mentioned sometimes here on the show, and 221 00:15:13.639 --> 00:15:16.440 it has given us that yard stick to go back to, not only from 222 00:15:16.440 --> 00:15:20.399 a design perspective but in a lot of different things. So I completely agree 223 00:15:20.429 --> 00:15:24.429 with what you're saying there, man. So step one is removing confusion by 224 00:15:24.470 --> 00:15:28.509 answering these strategic business questions. You might want to check out the advantage from 225 00:15:28.509 --> 00:15:31.750 Patrick wince he only for some help on how to do that. The second 226 00:15:31.830 --> 00:15:37.100 step is empowering creatives to define the visual expression of your brand. So if 227 00:15:37.139 --> 00:15:41.820 you understand what your brand is at the core, now it's about making sure 228 00:15:41.860 --> 00:15:46.539 that the visual representation is not just something that, quote unquote, looks good, 229 00:15:46.779 --> 00:15:48.899 but aligns to that brand that you've defined. Tell us a little bit 230 00:15:48.980 --> 00:15:52.610 about this step. Here it. Yeah, I think this is this is 231 00:15:52.649 --> 00:15:56.809 especially an interesting one for us as marketers. You know I'm you know I'm 232 00:15:56.809 --> 00:16:00.370 a marketer at my core, and we often were close to the creator of 233 00:16:00.490 --> 00:16:02.809 in the brand stuff, even though we might not be the experts. It 234 00:16:02.850 --> 00:16:06.440 might be someone on our team or someone were closer with who really have that 235 00:16:06.559 --> 00:16:10.919 deep background in design or in brand. So we often have opinions on things, 236 00:16:11.039 --> 00:16:14.960 but they might not be necessarily well founded and I think that it's hard 237 00:16:15.080 --> 00:16:19.470 sometimes to remove ourselves and let the designers, the creatives, be the experts 238 00:16:19.509 --> 00:16:23.789 that they are and go and define then the visual expression of the brand as 239 00:16:23.950 --> 00:16:27.870 marketers and as leaders and executives. Really, when we try to meddle with 240 00:16:29.110 --> 00:16:32.509 that process often we just get in the way. The thing that we really 241 00:16:32.549 --> 00:16:36.539 need to focus on is to define a really good creative brief, which is 242 00:16:36.580 --> 00:16:40.299 essentially just the answers to those strategic business questions, and then get out of 243 00:16:40.299 --> 00:16:42.460 the way and let the creatives go and do what they do best, be 244 00:16:42.659 --> 00:16:48.129 creative based on the feedback we've already given them through answering those strategic business questions, 245 00:16:48.490 --> 00:16:51.129 and they can develop. You know, I've found that when you when 246 00:16:51.129 --> 00:16:52.610 you kind of let them loose at that point but have given them that that 247 00:16:52.809 --> 00:16:59.769 direction through answering those questions, they then develop awesome stuff that probably wouldn't come 248 00:16:59.809 --> 00:17:03.279 about if you were kind of hovering over and and giving input at every step 249 00:17:03.319 --> 00:17:07.200 along the way. That makes sense, man, that makes total sense. 250 00:17:07.240 --> 00:17:10.799 I feel like I'm talking too much about sweet fish here today, but you 251 00:17:10.920 --> 00:17:15.039 are just echoing so many things that we've been going through as a team. 252 00:17:15.160 --> 00:17:19.509 We recently promoted our lead designer on the team here at sweet fish to a 253 00:17:19.670 --> 00:17:25.829 new role that our CEO James has been filling for a bit in creative director, 254 00:17:25.950 --> 00:17:29.670 and exactly that process that you're talking about, when you have people at 255 00:17:29.750 --> 00:17:36.019 Executive leadership that understand where we're going and obviously the mission and our values are 256 00:17:36.059 --> 00:17:40.660 at their core, there are things that they want to see in that visual 257 00:17:40.700 --> 00:17:45.809 expression. But then truly handing it over, and for anybody who didn't catch 258 00:17:45.849 --> 00:17:48.250 everything of what you said, you very clearly laid out some steps there and 259 00:17:48.410 --> 00:17:53.130 how the executive leadership team can hand over the pieces that need to be handed 260 00:17:53.210 --> 00:17:57.640 over to the design team with the proper direction. So I would suggest people 261 00:17:57.640 --> 00:18:02.759 hit that fifteen or thirty second back button and replay what Yearrett was saying here, 262 00:18:02.839 --> 00:18:06.480 because again it's just echoing so much of what I see our team going 263 00:18:06.599 --> 00:18:08.240 through. So I can hear the truth of it. This is not just 264 00:18:08.400 --> 00:18:12.150 fluffy stuff, guys. This is very tactful way for a better design and 265 00:18:12.309 --> 00:18:15.349 branding, Garrett, I love it, man. So we've got step one, 266 00:18:15.470 --> 00:18:21.549 removing confusion by answering those business questions, empowering creatives, which again I 267 00:18:21.630 --> 00:18:25.869 love what you said there, and then third be consistent and you have some 268 00:18:26.029 --> 00:18:30.740 stats. I saw something you posted on Linkedin a while back about what marketers 269 00:18:30.819 --> 00:18:37.619 see in the correlation between consistent design and branding and improved our why? Speak 270 00:18:37.660 --> 00:18:40.980 to us a little bit about that and then how folks can do this better. 271 00:18:41.019 --> 00:18:42.970 Yeah, so this last steps interesting because it sounds so simple, be 272 00:18:44.049 --> 00:18:47.089 consistent, but it's really like one of the most the hardest, you know, 273 00:18:47.210 --> 00:18:51.369 most complex things of how do you actually execute that across to growing organization? 274 00:18:51.569 --> 00:18:53.529 So, you know, to mention some of those stats, there is 275 00:18:53.569 --> 00:18:59.680 a will value, a real business value to being consistent and building a consistent 276 00:18:59.880 --> 00:19:03.759 brand and having consistent design across everything that you do. Our team did a 277 00:19:03.839 --> 00:19:07.599 study recently where we talked to lots of markers across all industries, be to 278 00:19:07.680 --> 00:19:11.670 BBTC, all of it, and found, you know, similar results across 279 00:19:11.789 --> 00:19:15.789 doesn't matter the type of industry or or type of business that you work in. 280 00:19:15.309 --> 00:19:21.069 One of the interesting stats from that was that brands that present themselves consistently, 281 00:19:21.630 --> 00:19:25.220 marketers, senior marketing leaders estimate that if they were always do that, 282 00:19:25.740 --> 00:19:29.779 they could see up to a thirty three percent increase in revenue. And we've 283 00:19:29.819 --> 00:19:37.420 also found that brands that present themselves consistently experience up to four times the visibility 284 00:19:37.940 --> 00:19:41.450 compared to brands that don't in the markets that they serve. So there's there's 285 00:19:41.450 --> 00:19:45.609 a real impact from doing this. It's a longer term game. It's not 286 00:19:45.769 --> 00:19:49.170 something that is just going to happen right overnight, right, but there's there's 287 00:19:49.170 --> 00:19:52.000 plenty of other studies out there. I mean there's a there's a really interesting 288 00:19:52.039 --> 00:19:56.880 study from mckinzi, the consulting firm, and that they did just about a 289 00:19:56.920 --> 00:20:02.599 year ago that found that the financial return from some of these design centric, 290 00:20:02.880 --> 00:20:10.349 brand focused companies is usually twice as high as those who aren't focused on building 291 00:20:10.390 --> 00:20:14.430 a strong brand or strong design. So again, I've had a ton more 292 00:20:14.470 --> 00:20:15.390 stats I could share, but like those are some of the ones that I 293 00:20:15.470 --> 00:20:21.460 found most interesting and it really highlights this point that there is a real business 294 00:20:21.660 --> 00:20:27.019 reason for building strong design and a strong brand. Yeah, absolutely. Man, 295 00:20:27.380 --> 00:20:30.500 on this show we've talked a lot about you know, pointing to Gary 296 00:20:30.539 --> 00:20:36.329 V in as an example of why quantity of content matters, and something that 297 00:20:36.490 --> 00:20:38.170 James and I were talking about the other day is you know, if you 298 00:20:38.329 --> 00:20:42.130 follow Gary V and you watch some of his videos, what is he always 299 00:20:42.170 --> 00:20:45.730 have? There's that little, you know, pop or like click sound, 300 00:20:45.890 --> 00:20:51.759 that that sound that you identify with a Gary v Video on social and that 301 00:20:52.200 --> 00:20:56.599 is an example of that brand consistency that you know. It's not going to 302 00:20:56.759 --> 00:21:00.359 lead to, you know, fifty more leads tomorrow because you put a consistent 303 00:21:00.480 --> 00:21:03.349 sound at the end of beginning of your social videos, but it is something 304 00:21:03.470 --> 00:21:08.309 that adds up overtime and overtime, and so when you're putting out more content, 305 00:21:08.750 --> 00:21:15.470 the consistency of those elements, you know, auditory, visual and in 306 00:21:15.750 --> 00:21:18.940 every aspect of design, it makes a big difference that I think you've shared 307 00:21:18.980 --> 00:21:23.019 some some pretty compelling stats on that today, Garrett. Man, this has 308 00:21:23.059 --> 00:21:27.059 been such a great conversation. I'm getting fired up because everything that you're saying 309 00:21:27.059 --> 00:21:32.220 Aligne so much with what we've been experiencing. So I know that listeners are 310 00:21:32.220 --> 00:21:34.690 going to get value out of this. And for anyone who isn't directly connected 311 00:21:34.730 --> 00:21:37.410 with you, Garrett, if they want to reach out as some follow up 312 00:21:37.410 --> 00:21:42.130 questions on this topic or just follow along with you because you brought so much 313 00:21:42.130 --> 00:21:45.369 value today, what's the best way for them to reach out? Man, 314 00:21:45.609 --> 00:21:48.559 yeah, the best way is probably just via linkedin. So you can find 315 00:21:48.599 --> 00:21:52.759 me just Garrett Justice on Linkedin. Would love to connect and answer any questions 316 00:21:52.839 --> 00:21:56.279 or continue the conversation with anyone who's interested. Awesome, man. Thank you 317 00:21:56.319 --> 00:21:59.599 so much for being on the show today. This was a lot of fun. 318 00:21:59.759 --> 00:22:00.990 Yeah, no problem. On the last thing I mentioned, Logan, 319 00:22:02.029 --> 00:22:03.589 to is you know, I mentioned some of those stats that I shared from 320 00:22:03.630 --> 00:22:07.789 the study. Yeah, the impact of rank consistency. So if anyone's interested 321 00:22:07.829 --> 00:22:11.309 in that too, I'm happy to send you a copy of that research that 322 00:22:11.390 --> 00:22:15.539 we've done. It's it's been pretty interesting in and as we continue to build 323 00:22:15.579 --> 00:22:18.859 on it and do more research into this space, uncovering some of those insights. 324 00:22:19.180 --> 00:22:23.180 Absolutely man. I love that offer. For folks who aren't connected with 325 00:22:23.380 --> 00:22:27.059 Garrett yet on Linkedin, he and I just connected via Linkedin a few weeks 326 00:22:27.059 --> 00:22:30.730 back before this interview, so I can tell you he's responsive. He'll get 327 00:22:30.730 --> 00:22:34.410 you that deck he's talking about with some of that information. So reach out 328 00:22:34.450 --> 00:22:37.849 to him. Will Link to Garrett's linkedin profile in the show notes. Make 329 00:22:37.890 --> 00:22:41.609 it very easy for people to reach out Garrett. Thanks again, man. 330 00:22:41.690 --> 00:22:44.599 This was such a fun conversation. Yeah, thank you, logans. Has 331 00:22:44.640 --> 00:22:49.920 Been Great to be on the show. We totally get it. We publish 332 00:22:51.000 --> 00:22:53.480 a ton of content on this podcast and it can be a lot to keep 333 00:22:53.480 --> 00:22:57.359 up with. That's why we've started the B tob growth big three, a 334 00:22:57.519 --> 00:23:02.910 no fluff email that boils down our three biggest takeaways from an entire week of 335 00:23:03.029 --> 00:23:07.750 episodes. Sign up today at Sweet Phish Mediacom Big Three. That sweet fish 336 00:23:07.829 --> 00:23:11.349 Mediacom Big Three
