The Pulse: Connecting Life & Business

Wow, July has flown by way too fast! Here in the South, kids head back to school super early. Mine are back on the first day of August. Even though this summer has been packed with travel, camps, and the never-ending journey of adulting (a.k.a. work), I’m not quite ready to let go of these lazy summer days. Technically, summer doesn’t end until late September, but it feels pretty much over once the kids go back to school.

However, I find this time of year to be perfect for a mid-year reset. It’s almost like a second New Year’s, giving us a chance to refocus on our goals and get back into the groove of getting things done. It’s time to update my calendar with all the upcoming events, activities, and those much-needed days off of school.

So, as we gear up for the back-to-school hustle (some of us sooner than others), let’s embrace this opportunity to refocus, elevate our efforts and lean a bit more into our businesses. Here’s to finishing the year strong and taking our businesses to the next level! I am so ready for this!

Branding 101

Disney has branding down! Most of us recognize those Mickey Mouse ears from just about anywhere. I noticed throughout the cruise ship there were subtle hints of the Mickey here and there, but not everywhere. This got me to thinking about the importance of branding and how essential it is to business no matter the size of the business.

What is a brand?

Most of us think about a logo when we think of a brand, but it is much more than just a logo or a catchy tagline. It’s the entire experience and perception that people have of your business. It encompasses your values, culture, mission, and the promises you make to your customers. Your brand is the story you tell and the emotional connection you build with your audience, customers and clients, i.e., the way you make them feel.

How do you build a strong brand?

Building a strong brand for your business includes your visuals, messaging and customer experience. I also think in these areas incorporating the 5 senses makes a memorable and lasting impression on your customers.

• Through Visuals - Creating simple, clean visuals for your business is very important. Sight is the most obvious aspect of branding. Your logo, colors, and design elements should be instantly recognizable and consistent across all platforms.You want your logo to be memorable and thus recognizable. I implore you to keep it simple. If you think about most large national or global brands, their logo, colors and elements that make up the design is very simple. Visuals of course extends to your store front also or in the case of Disney their parks, cruise ships, personnel's attire, etc. I could not help put notice the Mickey logo on the tie of the bartenders in one of the ship lounges (pictured above). It was a very nice touch.

   

• Through Messaging - Your message should be simple, consistent, and clear. Consider the sounds associated with your brand, from the music in your stores to the tone of your voice in videos and ads. Disney, for example, has iconic music that immediately evokes their brand. I thought I would tire of the Disney songs on the cruise, but I did not. I occasionally would find myself singing along to the subtle instrumental of Let it Go or A Spoonful of Sugar. In our store, Zeus' Closet, we curate our own playlist. We are going for energetic and fun music from today and some that makes customer's reminisce back to their college days.

   

• Through Customer Experience - The customer experience you create for your clients will set you apart. The next 3 senses fall here. Touch: The texture and quality of your products or packaging can make a significant impact. Think about the feel of a high-quality business card or the luxurious packaging of a product. For instance, if you use any Apple product, you probably appreciate the sleek, bright white, streamlined packaging as much as I do. I get genuinely excited every time I unbox a new gadget. Smell: Scents can be powerful memory triggers. Many businesses use specific fragrances to create a unique and memorable environment. For instance, Disney uses different scents in their parks to enhance the experience, and many well known hotel brands have their own signature scents as well. I love how it hits you as you walk through the doors. Taste: If your business involves food or drink, taste is a crucial part of your brand. I remember being pleasantly surprised by the quality and affordability of the food at a Disney park, and the food on the cruise was exceptional. Even if your business doesn’t involve food, think about offering branded treats or refreshments at events to create a lasting impression.I remember, early on in our business, we sent out branded chocolate bars with custom orders. More recently, we’ve started offering S. Pellegrino Sparkling Water to customers in our store. We used to offer regular bottled water, but we wanted to elevate the experience.

While researching for this newsletter, I came across an article discussing how Disney's Imagineers and Cast Members are challenged to evoke emotions through all five senses. Interestingly, I discovered this after I had already written about the importance of sensory branding, a term I just learned by the way. If Disney, a company with such vast resources, focuses on this aspect of branding, we should also ask ourselves: How can we evoke emotions through the five senses in our own businesses, even if we don’t have Disney’s revenue? This could be a fun challenge as we move into the fall.

Lifestyle & Well-Being:

Recently, someone asked me a thought-provoking question: "What do you do for yourself?" At first, I struggled to answer. Sure, I occasionally go to the spa for a massage, get my nails done, or enjoy lunch or dinner with friends. But when I really think about it, I realize that most of my activities are still connected to work in some way.

The truth is, I love creating the Become Your Own Boss podcast and putting out this newsletter each month. I hope they provide valuable insights to small business owners who tune in or read along. These projects are more than just work for me; they’re passion projects, unlike the business Ethan and I started 20 years ago, which we diligently work to grow every day.

But what do I "do for myself"? I’m still figuring that out. Should I pick up my tennis racquet again, as I’ve been saying for years? Or perhaps take up a martial art? I’ve always wanted to learn how to kick some serious butt! Maybe swimming? I’m not sure, but I’m committed to exploring it further.

So, I ask you: What do you do for yourself? Take a moment to reflect on this question. It’s easy to get caught up in our work and responsibilities, but finding time for ourselves is crucial. Share your thoughts and experiences. I would love to include your shares in the next newsletter. Let’s inspire each other to find those activities that bring joy and balance to our lives.