Optimizing Your Branding Materials

Show Notes

Need to improve your brand but don’t know where to start? Clay Clark breaks down the art of improving your branding one piece of collateral at a time.

    1. Step 1 – Go to top 3 competitors today take photos of everything in their store until they throw you out.
    2. Step 2 – Go to top 3 competitors website and screenshot everything they do.
    3. Step 3 – Go to www.moat.com and put in the website address of your top 3 competitors to see what advertisements they are running.
    4. Step 4 – Get a copy of all the print pieces/signage of your competition.
  2. NOTABLE QUOTABLE – “Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.” – Elon Musk
  3. AMPLE EXAMPLE – Antique Gold or Ace of Spades Champagne (Brignac) – Earlier this week, the rapper Jay Z, acquired the Armand de Brignac champagne brand for an undisclosed amount from Sovereign Brands. The champagne, made in the town of Chigny-les-Roses, comes in a gold bottle embossed with a logo from a deck of cards (hence its nickname of Ace of Spades) and sells for about $300 each
    1. The Real Story Behind Jay Z’s Champagne Deal
      1. https://www.forbes.com/sites/zackomalleygreenburg/2014/11/06/why-jay-zs-champagne-news-isnt-so-new/#7c8e1c537528
    2. JAY-Z – Show Me What You Got
      1. https://www.youtube.com/watch?v=FS4U-HAHwps
  4. NOTABLE QUOTABLE – “If you give someone a present, and you give it to them in a Tiffany box, it’s likely that they’ll believe the gift has higher perceived value than if you gave it to them in no box or a box of less prestige.  That’s not because the receiver of the gift is a fool. But instead, because we live in a culture in which we gift wrap everything — our politicians, our corporate heads, our movie and TV stars, and even our toilet paper. Public Relations is like gift wrapping.” – Michael Levine (ThrivetimeShow.com Mentor and the public relations consultant of choice for Michael Jackson, Prince, Nike, Pizza Hut, Charlton Heston, Nancy Kerrigan, etc.)
    1. Copy your brochures into Dropbox.com
    2. Copy your business cards into Dropbox.com
    3. Copy your logo into Dropbox.com
    4. Copy your one sheet into Dropbox.com
Business Coach | Ask Clay & Z Anything

Audio Transcription

Welcome to the business coach podcast download notch up here, something that’s crazy when you’re. So it’s crazy, yeah, that’s one of my favorite things to do field field, seating capacity, wrigley, field, seating capacity, the capacity wrigley field inn in north chicago, the home of the chicago cubs 41268. Is it a kind of crazy to know that more people are listening right now, yeah, then the people that attend a chicago cubs game just made me nervous. So what I wanted to I want to say thank you to all the listeners out there and I want to make sure that you, his listeners, understand how big of a part that you play in the creation of each and every show they were talking about it specifically because a lot of our business coaches have told us that they’re closedants have wanted to know. Why do I have to do this and that i? Actually, it would be what you okay, so we got to send over current branding materials so that over time we can optimize the look of every single item so I’m going to break down the action items. So you get this okay search up. What’s going to put these action items above, the noble court I want you to go to your top three business coach competitors today. Go to your top three competitors today or this week, go to top three competitors and take a photo of everything in their store until they throw you outgo to your top three competitors and take a photo of everything in their store in their business until they throw you out all right step to go to your top three competitors, websites and screenshot everything they do until your wife makes you stop, or it’s your husband or until you run into your own calendar, to realize now it’s time for family time, but go to your topic of headers website and screenshot everything they do. Step number 3 go to mote. Com ammo.Com right.Com go to vote.Com what you going to go.Com, put in your put in the website addresses of your top three competitors and moto.Com. Is that crazy, chub?

It shows you all of the advertisements that your competitors are doing right now or last show we did that for you, I was looking up business coach tony robbins, it’s literally everyone that he does the guys yelling a lot of his crowd. I, don’t know he’s like screaming a lot in these photos, but yeah. It shows everything that we give tony a lot of hard time. But I’ll take one thing with tony tony is he wrote a book called awakening, the giant within which I thought was a very practical book that helps inspire people, but if you are wanting to implement and not just to run around being inspired and if you are already sufficiently inspired-and you just want to know how to actually grow a step-by-step multimillion-dollar company, that’s where we step in tony robbins at the great job my mind of lighting, that initial fire to get. You fired up ready to go, but it be on that you’ve got to like you, can’t just sit there and be hot hot coal to eventually have to catch that fire. You got. You got actually begin to I turn your big goals in reality that shit to break down those big big goals and small small action steps to implement a proven, pallet size. That’s. What we do. Com and her in the website address to the top three competitors to see what advertisements are running a copy of all of the print pieces that are being used by your competitors, get a copy of all the print pieces that are being used by your competitors and that does include signage print pieces sign at anything visually that you can see after you do that. What you want to do is want to bring all that stuff back. You want to bring it all back here to the drive time show dojo of mojo to your business coach and every single item no trouble. You got some notable quotables. What are you fire off our first day of a quotable from elon musk elon musk, elon musk?

He says brand is just a perception and perception will match reality. Overtime sometimes will be ahead other times it will be behind. The brand is simply a collective impression. Some have about a product behind the guy behind tesla, the guy behind paypal guy behind solarcity. What he’s talking about it? You might have an awesome product, but if your packaging in your branding is crap, people are going to judge you based upon that and then you don’t get treated with respect and he has steam that is needed to get business coach charged when you need to charge and your business just sad, it just doesn’t get considered for the big deal fortunate or unfortunately, we as people do judge a book by its cover in the same thing as what happens with your product or service, people are going to initially judge you by what they see that branding cable in passaic of time will put a link on the show notes. You can find this under the forbes article to explain this, but jay-z realize that there was a champagne that wasn’t selling very well. It’s called antique gold until chop you to search for antique gold, jay-z and then ace of spades. You can find a pretty quickly. Antique gold, champagne wasn’t selling very well. So what does he teamed up with the company? Covertly? No one knew he did this and he decided to just take the actual champagne that it didn’t make any new champagne. It took the existing bottles of unsold champagne and they put a new logo on it and that new logo was called the ace of spades or armaund would not cause champagne.

The new logo on the existing, antique gold, champagne and what happened was, is jay-z started rapping about it in the video called show me what you got I want to put on the show nuts show me what you got by jay-z, and that he started rapping about talking about how great it was, and all the different videos and onto were in major anytime to the paparazzi, took the photos of them. I always saw him drinking that champagne and what happened is people than begin began to want to buy this $300 bottle of champagne? Another crazy story is the antique gold champagne before that typically sold for less than $40 a bottle and simply by putting on a new cover on the bottle, they were able to get the brand to be perceived to have a higher value. Another example would be if you’re out there and you’re listening and you are a jeweler and you had a piece of jewelry etsy at a 3, carat diamond ring, 3, carat diamond ring, and you bought it from a local jeweler and you were able to sell it for a certain price okay, so you bought the ring from a certain jeweler and you should have bought it from this jeweler and it’s worth this price you could probably come and a certain resale price based upon the jeweler that you bought it from and who is kind of interesting in that diamonds actually go up in value over time. But you said:i bought this jewelry from this local store. It has a certain cap to the value of it now chuck. If you said I bought this jewelry from tiffany’s store, it would be perceived and have higher value can wait to get the notable quotable from business coach michael levine, one of our thrive mentors, so prg michael levine.

He says if you give someone a present and you give it to them in a tiffany box. It’s likely that they’ll believe the gift has a higher perceived value than it’s time for nancy kerrigan, charles heston for back to you, too, okay, and so he says, if you give it to them and I’ll get a higher perceived value than if you give it to them and no box or a box of less that’s, not because the receiver of the gift is a fool, but instead because we live in a culture in which we gift wrap everything. Our politicians are corporate heads are movie and tv stars, even our toilet paper. Public relations is like gift wrapping, so think about that for a second drive nation. Are you being wrapped in a tiffany box or a kmart bag? Think about the flip side of that right. If you got a cheap tiffany ring, when you put it into a cheap looking box, then it’s going to you’re going to have to wait on you devalue right, even though it’s the exact same ring. So here are the four action items you have to do after you’ve done those first action. You want to copy your brochures in dropbox copy your business cards in the dropbox copy of your logo into dropbox then copy your one sheet in the business coach dropbox, probably all of your print collateral in the dropbox, and then your coach will help you to improve upon every item by beating your competition at every single level.


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