Who is the Seattle Seahawks 12th Man and where did he come from? How about the Jack Links Sasquatch? Why do Ecolab executives wear white lab coats over their suits and ties when they visit a customer. The answer: They are all part of their brand.

In this episode of Dynasty Leadership Podcast, I talk with Corky Hall of Stellus Consulting. He is responsible for creating and shaping these brands and many others. All by having some interesting conversations with their customers and asking the question, “why?”

[bctt tweet=””Every decision that every human being makes everyday, they make emotionally.”” username=”dynasty_leader”]

Listen in as Corky shares some brand trade secrets about:

* Why the CEO’s opinion really doesn’t matter.
* Why Northstar hockey fans believed “You kidnapped our team.”
* Why customers really buy.

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Corky Hall is the CEO/Founder of Stellus Consulting, founded in 1993. Corky and his team focus strictly on brand strategy for his clients. Stellus Consulting has worked with some very well known and established companies, like The Texas Rangers, Minnesota Twins, Coca-Cola, and more! Why are such big-name companies coming to a brand strategist? Well, as Corky explains on the show, the company name and the brand identity are two very different people.

What were the key takeaways?

[1:45] Corky focuses on brand strategy for his clients, but what does that entail, exactly?[5:00] Corky has helped some very well-established companies hone in on their branding skills.[5:45] If you already have a brand, tell me about your brand. ‘Who’ is your brand? Your logos and colors are irrelevant to Corky![9:30] How does branding help a business?[13:25] How do you create a brand?[15:30] Why does a young adult vs. a retired couple go to a baseball game? It’s the same game, but they each have different motives.[19:30] Are advertising agencies Corky’s competitors?[21:30] Price comes down to 5, 6, or sometimes even the 7th most important thing, when comparing brands.[26:40] Most business owners don’t stop to think about their customers that deeply.[28:45] Customers want to know you have their backs.[31:35] Remember, what makes a strong and sustainable tree? The roots![40:00] How can a big company incorporate brand strategy into their storefronts?[43:40] As the brand, you are always the voice of the customer.[49:45] When it comes to shifting your brand, it’s not just 6-8 bullet point items you need to fix. You need to fix the emotion behind your brand.[53:45] What is your brand promise?[53:55] Remember, strategy is inherently dull.[1:00:20] How can small business owners improve their brand?[1:02:40] Don’t get the sales guy to interview your customers.[1:07:45] Why do your customers choose you over your competitor?[1:12:30] Every business can benefit from Corky’s advice on today’s show. Every company has to face the ‘branding’ music.