I don’t know about you, but I hate customer profiles, despite the fact that they’re such a common marketing tactic.
In fact, I wrote an entire article on finding your ideal audience, and why I hate customer profiles for the Think Creative Collective Blog. That’s exactly why I invited Mirela De La Cerda, the founder of Project M London to talk about her experiences using emotional branding, AKA archetype branding to help fashion and beauty brands successfully reach their customers. For those of you that don’t know this, archetype-based branding allows brands to tap into the emotions, meaning, and mindset behind their business and their products. In other words, it’s essentially the unconscious message that companies put “out there” about who they are/ what they do, and how this impacts consumer purchasing decisions. What this episode covers:
About Mirela: With 15 years’ experience in the fashion and beauty industries, Mirela's work combines research, strategy and cultural aspects in order to create strong brand stories. A background as a fashion journalist and lecturer allowed her to understand the market challenges from different perspectives, which motivated the creation of her first consulting business, in Rio de Janeiro, Brazil. Working with major fashion companies, she realized that a lack of clear identity was the main obstacle in their growth, leading to the research of Jung’s archetypes as a branding strategy. During an MA course at London College of Fashion, the concept was further explored on case studies about British brands. In 2016, she created Project M London, an emotional branding consultancy based on the concept of archetypes targeted at fashion and beauty companies. The main focus is to help brands understand their unique motivation, meaning and mindset. Resources discussed in this episode: Hero and the Outlaw by Margaret Mark & Carol S. Pearson Building Brands and Believers by Kent Wertime Archetypes and the Collective Unconscious Google Calendar (available via G-Suite) Simon Sinek's Ted Talks Where you can find Mirela and Project M London Online: Project M London's Facebook Page The Project M London Website (English Version) How you can follow this podcast (and learn more about its host) Get podcast news and updates in your inbox Check out my website
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The debut episode of People Behind the Business is inspired by a Facebook Live masterclass I had the pleasure of leading on how introverts can pitch businesses…the introvert friendly way.
In fact, it also includes a brief audio clip of the original Facebook Live, in order to kick off the discussion. Special thanks to Kasey Pierce of 819 Social for inviting me to speak in her Facebook Group, Learn Social Media Marketing for Introverted Entrepreneurs. Once upon of time, I was a shy introvert who would break out into a pool of sweat whenever I did public speaking. So even though I’ve found coping tactics that actually work, I had to come to terms with my shy introversion for the second time when I started my own business. And when I finally figured out what works best for me, I found an introvert friendly way to connect with other entrepreneurs, and also potential clients. The debut episode is a reflection on how my confidence has evolved over time. It is also one of the rare opportunities that I get to share how I attracted everything from my first blog followers, to my first clients. What this episode covers:
About me: Rosemary Richings, founder of rosemaryrichings.com works with small business owners in the retail and E-Commerce sectors, with a social conscience. She specializes in the writing, editing, and content strategy aspects of developing and enhancing the reach of her clients' websites. Rosemary's work has been featured on websites such as Search Engine Journal and ProBlogger, and she's worked with everything from major organizations such as Yellowpages Canada and E-Bay to start-ups such as Lokafy and BeFunky Inc. Her background in content creation, copywriting, and social media marketing comes from over seven years of experience running her own blog, along with direct collaborations with not-for profit organizations such as the Toronto Fringe, Parks and Recreation Ontario, and Shakespeare in Action. She's also a graduate of George Brown College's web and print editing program, with an English and Theatre Studies BA, and several years of formal writing training. Resources mentioned: Quiet Revolution: Unlocking the Power of Introverts (Susan Cain's website, for those who want to learn more about her) Susan Cain's Quiet: The Power of Introverts in a World that Can't Stop Talking (accidentally referred to as “quiet in a world that can’t stop talking” so think of this as me correcting myself) Google Analytics included in G-Suite Quora The surveying resource that you can “opt-in” to via email, that was mentioned in the episode How you can follow this podcast (and learn more about its host) Get podcast news and updates in your inbox Check out my website 
Before Thursday's launch I just wanted to introduce you to the podcast just so you know what to expect when you tune in this season. Here's a segment from Anchor to explain to you what you're signing yourself up for:
What this segment covers:
Episode one will be released on Thursday, June 7th 2018 at 5Pm EST. Bad news is that it is taking longer than I expected to get my podcast on Apple Music and Google Play. But...when it is available on those platforms, I'll announce that! Currently you can listen to my podcast on Anchor FM, SoundCloud, this section of my website, and my Medium Digest Page. More options are coming soon...including Stitcher! I also invite you to attend the Facebook Live I'm doing shortly before I launch episode one. You can learn more about that right here. About me: Rosemary Richings, founder of rosemaryrichings.com works with small business owners in the retail and E-Commerce sectors, with a social conscience. She specializes in the writing, editing, and content strategy aspects of developing and enhancing the reach of her clients' websites. Rosemary's work has been featured on websites such as Search Engine Journal and ProBlogger, and she's worked with everything from major organizations such as Yellowpages Canada and E-Bay to start-ups such as Lokafy and BeFunky Inc. Her background in content creation, copywriting, and social media marketing comes from over seven years of experience running her own blog, along with direct collaborations with not-for profit organizations such as the Toronto Fringe, Parks and Recreation Ontario, and Shakespeare in Action. She's also a graduate of George Brown College's web and print editing program, with an English and Theatre Studies BA, and several years of formal writing training. |
What is People Behind The Business?People Behind the Business is a "show for small businesses with small teams and huge ambitions". The point is to bring together small business owners worldwide to tell their stories about how/why they started their business, along with personal issues that impact how they do business. E.G: living with a mental or physical illness, hearing the word "no" a lot, and finding practical solutions to the challenges of establishing a loyal community of colleagues, customers + friends. My goal is to provide a forum where small business owners can learn from each other's mistakes & accomplishments.
Episodes will be available right here, along with a few other platforms (see images below to click and subscribe) once a week (Thursdays) starting on June 7th. Here are some of the other platforms where you can listen and subscribe:
You also listen in/ subscribe on the following platforms as well!
Want to support the podcast as a patron? Now you can become a donor, and receive benefits such as website auditing, VIP access to schedules and questions before they're released, and appearances on "the shoutout of the week" segment coming soon (shoutouts to donors and notable listeners).
Also...every time you listen in on my Radio Public account, I earn money based on the number of viewers. You can also join me Thursdays at 4 PM EST, for a "pre-launch of the latest episode" Q&A Facebook Live, via my Facebook Page. In the meantime, feel free to subscribe to podcast email updates below as well if the podcast sounds interesting and worth listening to!
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