Razorbranding Podcast

The 2018 Super Bowl ended with a win for the Philadelphia Eagles AND a big win for some of the most popular brands on the market. The Super Bowl is equally known for the creative ads as it is for the game played in between those sparks of genius. In this episode, Jaci looks at this year’s greatest hits and explains why they work and how they captured our attention. For information on these strategies, check out these Razor Branding Blogs: BUILDING BRANDS WITH THE 2018 SUPER BOWL ADS WHY SUPER BOWL ADS ARE STILL A THING And for every day branding tips, follow Jaci Russo on Twitter: @jacirusso

You’ve put all this work into creating your brand from the ground up. Building a company is no small task—but how do you make sure potential customers are able to find you? In short, SEO. Search engine optimization is the way you get your brand in front of the people that need it. In this episode, Jaci fills you in on the principles behind good SEO practices. She’ll explain why keywords, platforms and rankings matter to your overall image. Plus, she will also let you in on just how a great SEO plan will built trust and authority for your brand. For information on these strategies, check out these Razor Branding Blogs: INTRODUCTION TO SEO 6 TIPS TO UNDERSTANDING SEO FOR YOUR BRAND 3 WAYS TO IMPROVE YOUR SEO THE ROLE OF SEO IN THOUGHT LEADERSHIP 4 TOP TACTICS FOR CHOOSING THE BEST KEYWORDS And for every day branding tips, follow Jaci Russo on Twitter: @jacirusso

Pictures have always been an exceptional way to promote your brand, but now they are no longer optional. On a typical day in 2018 you will encounter countless photos and videos on just about any social media platform. If your small business is still just posting text blogs and business hours-- you are being left far behind. As Jaci lays out in this episode, today visuals go well beyond posting a pic or two and calling it a day. These days it’s about sharing who you are and what you are about. She’ll cover the best platforms to fit your needs and why it’s crucial to capture your audience’s attention. Pictures tell your brand’s story, it’s time to get snapping. For information on these strategies, check out these Razor Branding Blogs: YOUR BRAND IN PICTURES 10 WAYS TO USE MOBILE VIDEO TO ENGAGE YOUR AUDIENCE PUT A PINTEREST IN YOUR MARKETING PLAN GETTING IN ON SNAPCHAT TIME TO LEARN HOW TO LIVE ON YOUTUBE And for every day branding tips, follow Jaci Russo on Twitter: @jacirusso

For most of us, YouTube is a way to kill time and have a few laughs. Its so enjoyable that its astonishing abilities as a marketing tool often go ignored. Not anymore! In this episode, Jaci educates you on all the ways you can harness YouTube for your brand. She’ll offer a step-by-step guide of how to get started as well as highlighting some brands that are doing it right. Change your thinking from “just for laughs” to an untapped community just waiting for you. For information on these strategies, check out these Razor Branding Blogs: TIME TO LEARN HOW TO LIVE ON YOUTUBE 10 WAYS TO USE MOBILE VIDEO TO ENGAGE YOUR AUDIENCE And for every day branding tips, follow Jaci Russo on Twitter: @jacirusso

Recruiting top talent is the key to making your brand more than just a logo. In this episode, Jaci gets into all the ways recruitment is essential to your company. She highlights 7 strategies that will make your efforts payoff; everything from who should be doing the recruiting to how to make your company the most attractive to top talent. Get the inside track on just how recruiting touches every part of who you are as a company. For information on these strategies, check out these Razor Branding Blogs: RECRUITING TOP TALENT COULD MEAN EVERYTHING TO YOUR BRAND WHY YOU SHOULD INVEST IN TRAINING YOUR CULTURE IS YOUR COMPANY YOUR TEAM IS YOUR BRAND And for everyday branding tips, follow Jaci Russo on Twitter: @jacirusso

It feels like Facebook has been around forever. It has become easy to take for granted this fun, and deceptively easy, marketing tool. But Jaci is here this week to remind you ---never forget how important Facebook can be to your every day marketing! In this episode, she talks about some of the unwritten rules of Facebook.  She gets into the best ways to share visuals, blogs, and articles in 2018, all while increasing engagement and working with the algorithm. For information on these strategies, check out these Razor Branding Blogs: 5 WAYS TO MAKE FACEBOOK WORK FOR 2018 6 THINGS YOU NEED TO KNOW ABOUT USING THE FACEBOOK ALGORITHM GETTING THE MOST OUT OF FACEBOOK’S CUSTOM AUDIENCE FEATURE HOW TO MARKET IN FACEBOOK’S CULTURE OF SILENCE LIVE FROM FACEBOOK! IT’S YOUR BRAND. And for everyday branding tips, follow Jaci Russo on Twitter: @jacirusso

When is the last time you took a good long look at your brand?  Your logo, audience, and most of all your brand promise? If it’s been a while, you may want to let the New Year be an opportunity to reinvigorate your image.  In this episode, Jaci talks brand evolution and why it’s important to take stock of where you are-- and where you could be.  She gets into the logistics of why a real logo is important in the digital age, how your brand messaging is more than just a status update, and why your approach to media needs to be updated for 2018. For information on these strategies, check out these Razor Branding Blogs: 3 WAYS TO EVOLVE YOUR BRAND IN THE NEW YEAR MAYBE IT’S TIME TO REBRAND YOUR BRAND NEEDS PERSONALITY And for every day branding tips, follow Jaci Russo on Twitter: @jacirusso

It’s tough to face change and rebranding your company is a biggie. But if you are stuck in a rut that’s lasted a few years now—it might be time for a facelift of sorts.  In this episode, Jaci takes you through the warning signs of a struggling brand.  She discusses how outdated reach could be impacting your bottom line and highlights the importance of a fresh approach to marketing and PR.  Remember, getting professional help is an investment, so don’t take the struggles of your brand lightly.  A bit of professional guidance can make all of the difference.   For information on these strategies, check out these Razor Branding Blogs: MAYBE IT’S TIME TO REBRAND WILL A REBRAND EFFECT YOUR ROI? DOES YOUR CORPORATE CULTURE NEED A REBRAND? REBRANDING DONE RIGHT And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

It’s not a part of the job many people love, but cold calls can be an effective tool for your brand.  It’s tough calling someone who doesn’t know they need you yet.  You have to make the case in a few seconds without sounding like a robot.  In this episode, Jaci takes you through proven methods that will make cold calls work for your business.  She talks about the importance of having just the right information handy before you dial and how learning the art of conversation can really hook the other person on the line.  Take the frost off of those cold calls and learn how to warm up your approach. For information on these strategies, check out these Razor Branding Blogs: 4 METHODS TO TAKING THE COLD OUT OF COLD CALLS FUNDRAISING DOESN’T HAVE TO BE A HEADACHE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

It doesn’t have to be Christmas to prepare your brand for a special shopping season. Anything from summer traffic to Mardi Gras madness to Black Friday is an opportunity for your brand to stand out.   In this episode, Jaci recognizes the unique challenges that any kind of holiday branding can face. She talks about the importance of having a plan, setting realistic goals ,and knowing when and how to readjust.  Understanding a “special time of year” from your audience’s perspective is really what it’s all about.  Jaci helps ramp up quality and creativity without losing your brand’s voice and focus. For information on these strategies, check out these Razor Branding Blogs: 5 WAYS TO MAKE YOUR BRAND STANDOUT DURING THE HOLIDAYS YOU NEED A HOLIDAY MARKETING PLAN BRINGING HOLIDAY CHEER TO YOUR BRAND BEWARE OF HOLIDAY BRANDING And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

If you want people to find you online, SEO is crucial to the way you do business. It may not be the most exciting part of branding but it is one of the most fundamental-- and misunderstood. In this episode, Jaci adds the human component to SEO. She’ll talk the ins and outs of keywords, platforms and rankings. She’ll take you through the 6 elements you need to “get” to optimize your content for search engines, and tell you why SEO is important for ALL web content not just your website. For information on these strategies, check out these Razor Branding Blogs: 6 TIPS TO UNDERSTANDING SEO FOR YOUR BRAND 3 WAYS TO IMPROVE YOUR SEO THE ROLE OF SEO IN THOUGHT LEADERSHIP 7 TIPS FOR IMPROVING YOUR WEBSITE And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Being who you say you are, making sure clients can count on you, ensuring your hard work is recognizable over and over again-- all of that together is brand consistency. Even the most well-meaning of brands can let things go a bit over time. But make no mistake, letting things go can be dangerous for perception.  In this episode, Jaci explains why sloppy consistency can lead to a sloppy reputation.  She’ll discuss 3 ways consistency will make your company stick out above the rest and explore how it is all about trust. For information on these strategies, check out these Razor Branding Blogs: 3 WAYS BRAND CONSISTENCY BUILDS POWERFUL CONNECTIONS STEP 5 – USE CONSISTENCY FOR CONSUMERS TO REACT TO YOUR BRAND And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Look, we get it, that young woman in your office-- the one who’s always looking down at her phone-- is a bit puzzling. How is she getting anything done over there with Facebook and Instagram always open?  Oh wait, that might actually be her job and guess what— she is probably rocking it.  In this episode, Jaci will discuss how millennials are getting a bad rap.  She’ll talk about the ways they are actually changing office culture for the better and what all of us can learn from their attitudes toward work/life balance, technology and backpacks, yes backpacks. For information on these strategies, check out these Razor Branding Blogs: EMBRACING THE MILLENNIAL OFFICE CULTURE REACHING MILLENNIALS MILLENNIALS & BRANDS ARE YOU MILLENNIAL READY? And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

It’s been a rough hurricane season for the Gulf Coast. The flood waters and strong winds will forever change the communities they’ve touched and it will be a long time before local companies are able to go on to “business as usual." Believe it or not, that’s when a strong brand can really make a lasting impact. When a community is facing a disaster, local business owners often come to the rescue. In this episode, Jaci will show you just how your brand can rise to the challenge of helping in a crisis. She’ll highlight brands that have done it right, talks to you about planning ahead, and helps you understand how your company values can really make the world a better place. For information on these strategies, check out these Razor Branding Blogs: 4 WAYS TO GET YOUR BRAND READY TO HELP IN A CRISIS BRANDING IN THE FACE OF TRAGEDY MAINTAINING YOUR BRAND IN A CRISIS And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Everyone wants new business and it’s important to keep new people walking through the door, but the real trick is to get quality customers coming back to you time and again. There’s a lot to be said for a consumer dedicated to your brand, one that chooses you over everyone else, and also tells their friends and family to do the same. In this episode Jaci will take you through 5 proven ways to attract those quality customers.  From overall messaging to managing those online reviews, she’ll discuss why it all matters to those truly loyal clients. For information on these strategies, check out these Razor Branding Blogs: 5 WAYS YOUR MARKETING PLAN CAN ATTRACT QUALITY CUSTOMERS GIVE YOUR TRIBE A VOICE: USING BRAND ADVOCATES 3 WAYS TO REDUCE YOUR CHURN RATE AND BOOST CUSTOMER RETENTION IS YOUR BRAND ATTRACTING THE RIGHT PEOPLE? And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

For a small or up-and-coming brand, the term “thought leadership” might sound and feel a bit intimidating. While it’s true that being a thought leader is hard work, the payoff is well worth the commitment.  In this episode, Jaci helps you explore your own thoughts about being a leader in your industry.  She’ll let you know how to begin, where to turn for inspiration, and how to get your message out there in a meaningful way. For information on these strategies, check out these Razor Branding Blogs: YOUR PATH TO THOUGHT LEADERSHIP SHOULD START TODAY 5 QUESTIONS TO ASK ABOUT THOUGHT LEADERSHIP THE ROLE OF SEO IN THOUGHT LEADERSHIP BEING A THOUGHT LEADER FOR YOUR BUSINESS  And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Your small business may not be the biggest, but that has nothing do to with being the best. Small brands have serious advantages over the big guys.  Advantages that customers and clients attach big value to.  In this episode, Jaci explains how to own the smallness of your small brand.  Discover assets like agility and intimacy that can really make a difference in how you operate.  She’ll walk you through the competitive edge you never knew you had. For information on these strategies, check out these Razor Branding Blogs: HOW SMALL BRANDS STAND TALL GETTING THE ‘GOOD NEWS’ OUT ABOUT YOUR SMALL BUSINESS SMALL BUSINESS MARKETING AFTER A DISASTER DIFFERENTIATE YOUR BRAND AND STAND OUT And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

People have a lot of choices when it comes to choosing products and services. So, why are your customers choosing you?  Knowing the answer to that question can greatly reduce your churn rate. Churn rate is a fancy marketing way of defining just how many customers you are losing each month.  In this episode, Jaci talks about how to keep your clients coming back time and time again. She also digs into the importance of knowing what kind of customers to hold onto and which kind you may just need to let go. For information on these strategies, check out these Razor Branding Blogs: 3 WAYS TO REDUCE YOUR CHURN RATE AND BOOST CUSTOMER RETENTION HANDLING CUSTOMER SERVICE ON SOCIAL MEDIA CREATING A MESSAGING STRATEGY THAT ACTUALLY COMMUNICATES And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Your brand is nothing without the people who stand behind it. Recruiting the best talent for your company is critical to success; this is not something best left to fate or blind faith.  You need to have well thought out and managed strategies designed to handpick your people.  In this episode, Jaci walks you through the 7 best techniques you can put in place to be attractive to the best talent.  Learn when to say no, how to leverage your company culture, and how to keep a meaningful recruitment process going when others leave theirs on auto-pilot. For information on these strategies, check out these Razor Branding Blogs: RECRUITING TOP TALENT COULD MEAN EVERYTHING TO YOUR BRAND 3 MARKETING TASKS SMALL BUSINESS OWNERS SHOULD OUTSOURCE And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

There is no greater reward for giving back than helping build positive and thriving neighbors. And a wonderful side effect to community involvement is the way it helps your company's image. In this episode, Jaci discusses how community involvement is one of the strongest ways to build your brand. From making your company attractive to top talent to actually elevating your colleagues and customers, she’ll show you how rolling up your sleeves and getting involved makes a difference in more ways than you think. For information on these strategies, check out these Razor Branding Blogs: GETTING YOUR BRAND OUT IN THE COMMUNITY COMMUNITY PARTNERSHIPS: STAND FOR SOMETHING TOGETHER And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso