Razorbranding Podcast

Having a great idea for a business might be the easy part, getting started is a bit harder. One of the most important processes of starting a new company or launching a new product is the development of the name. There is way more to it than just choosing something clever. Is the name truly available?  Has someone snagged the web address? In this episode, Jaci discusses how to approach the naming process. She walks you through everything from conception to completion. For information on these strategies, check out these Razor Branding Blogs: BRANDING A START UP: THE BRAND NAMING PROCESS WHAT’S IN YOUR BRAND’S NAME? And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso  

How do you keep your marketing mail flyer out of the trash? By making it special enough to hang on the fridge. It’s all about knowing how to use your tools, in this case, the mail. Direct mail can be a powerful weapon in your brand’s marketing arsenal, but too often it’s overused and used the wrong way. In this episode, Jaci walks you through the best ways direct mail can impact your brand. She will guide you through creating a mail campaign that gets people interested enough to reach out to your company. For information on these strategies, check out these Razor Branding Blogs: 7 WAYS DIRECT MAIL MARKETING CAN HELP CHANGE THE CONVERSATION BRAND YOUR DIRECT MAIL And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Of all of the traditional methods of advertising, this one can have the most potential for your brand. The audience is still there and is not going anywhere, but before you invest in outdoor advertising you need to keep a few things in mind. In this episode, Jaci lets you in on the 3 most effective strategies to get your brand noticed on outdoor advertising.  From who to aim for and how to reach them, she covers what you need to know for an effective marketing campaign. For information on these strategies, check out these Razor Branding Blogs: THE 3 MOST IMPORTANT THINGS TO KNOW ABOUT OUTDOOR ADVERTISING 4 DIFFERENT PERSONALITY TYPES OF ADVERTISING BUILD YOUR BRAND WITH HUMOR THINK BEFORE YOU BRAND And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

The audience for traditional print newspapers is shrinking, but that doesn’t mean the opportunities in print are gone completely. They’ve just evolved a bit. In this episode, Jaci will show you where to focus your attention to get the most out of print media. She’ll discuss the importance of knowing where your audience has migrated and help you understand how to best use one of the oldest and most powerful advertising tools. For information on these strategies, check out these Razor Branding Blogs: HOW TO UTILIZE TRADITIONAL PRINT MEDIA TO IMPROVE YOUR BRAND CHANGING MEDIA HABITS And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

With so many media channels out there, it can be hard to figure out which one is right for delivering your message to those who need to hear it most. And while traditional network viewership might be down, television still packs a punch. Throw in things like Youtube and streaming, and the possibilities for your brand are endless. In this episode, Jaci talks about how television advertising can impact on your brand, and when it’s the right option for your target audience. For information on these strategies, check out this Razor Branding Blog and eBook: BLOG: TELEVISION ADVERTISING IS A POWERFUL BRANDING EXPERIENCE eBOOK: USING VIDEO TO CONNECT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Traditional advertising is still worth your while. Depending on your audience and message, radio advertising could really be magic for your brand. Radio is one of the most powerful mediums because of its ability to emotionally connect to consumers. It allows the audience to paint a picture of what they want to see, it keeps them involved and engaged. In this episode, Jaci takes you through the pros and cons of one of the most iconic forms of brand building there is. She talks about how the connections made through radio could be some of the strongest your company ever forms. For information on these strategies, check out the below eBook and Blog: eBook: The Power of Radio for Branding THE EMOTIONAL CONNECTION OF RADIO ADVERTISING And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Crowdsourcing, what’s not to like? You get a logo, an ad, or virtually anything else for your brand, cheap and fast.  Well, that’s the problem, cheap and fast rarely scream quality and reliability.  Crowdsourcing comes with some very scary pitfalls.  In this episode, Jaci gets into the glaring reasons why crowdsourcing your brand is not a good idea.  From overall brand strategy to research and experience, she lays out all of the reasons why your brand is too precious to crowdsource. For information on these strategies, check out these Razor Branding Blogs: 7 REASONS WHY CROWDSOURCING ISN’T A GREAT IDEA FOR YOUR BRAND HANDS OFF MY BRAND THANKS TO CROWDSOURCING WE NOW HAVE THE BABY CAKES CROWDSOURCING AND THE TRAP OF BOATY MCBOATFACE And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Showcasing your products through photos has become commonplace BUT are you making the most of your visual brand? Having your photos work for your brand means much more than just slapping a few pics on Instagram. It means choosing the best tags, tweaking your website, and understanding how SEO works for photos. Photos are everywhere, Pinterest, Instagram, Snapchat, Facebook-- the list goes on and on. Understanding how to get your best visuals noticed is crucial. In this episode, Jaci offers tips on how to build your brand through photos. She gets into the nitty gritty of what works, what doesn’t, and what you should be trying right now. For information on these strategies, check out these Razor Branding Blogs: PUT A PINterest IN YOUR MARKETING PLAN THREE THINGS TO CONSIDER ABOUT YOUR WEBSITE RIGHT NOW GETTING IN ON SNAPCHAT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Social Media is still fairly new and that newness still creates new ways for children and young adults (sometimes not-so-young adults) to embarrass themselves. The parents of today’s teens did not have to navigate social media during their turbulent years, so it’s no wonder many aren’t putting real thought into parenting online.  In this special episode, Jaci talks about the life-altering pitfalls of posting carelessly, and she takes you through 8 areas of concern when guiding a young life on social media. For information on these strategies, check out these Razor Branding Blogs: DOING DAMAGE ON SOCIAL MEDIA HOW BEING CARELESS ON SOCIAL MEDIA CAN IMPACT YOUR BRAND AND YOUR FUTURE for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Being active online is not enough to build a brand. You have to be bold, different and have an actual strategy to make yourself a real commodity.  In this week’s Razor Branding Podcast, Jaci will take you through setting up your personal brand point by point.  From thought leadership and content to consistency and building a quality base audience, learn what to prioritize when building your personal brand. For information on these strategies, check out these Razor Branding Blogs: 5 QUESTIONS TO ASK ABOUT THOUGHT LEADERSHIP THE ROLE OF SEO IN THOUGHT LEADERSHIP 5 TOOLS TO BRING YOUR CONTENT INTO FOCUS STEP 5 – USE CONSISTENCY FOR CONSUMERS TO REACT TO YOUR BRAND 4 REASONS BLOGGING CAN FAIL And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

These days your brand can live and die online, that’s why reviews need your full attention. You may not think you have time to filter through everything that is said about your brand, but it’s vital to know what’s out there. In this episode, Jaci talks about the importance of knowing your online reputation and she offers step-by-step advice on crafting the best responses to less than glowing reviews. For information on these strategies, check out these Razor Branding Blogs: ONLINE BRAND REPUTATION MANAGEMENT THREE WAYS TO BUILD CREDIBILITY ONLINE STARTING TODAY HANDLING CUSTOMER SERVICE ON SOCIAL MEDIA And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Everybody knows that Facebook is essential, but not everyone realizes its true potential. Social media, Facebook in particular, is the perfect vehicle for a dialogue with your audience.  In this episode Jaci will coach you through using Facebook to get to know your demographic, gain quality followers, and she will lay out a set of guidelines to help you fine tune your Facebook communication skills. For information on these strategies, check out these Razor Branding Blogs: GETTING THE MOST OUT OF FACEBOOK’S CUSTOM AUDIENCE FEATURE HOW TO MARKET IN FACEBOOK’S CULTURE OF SILENCE 3 THINGS TO KNOW ABOUT THE FACEBOOK ALGORITHM HOW TO KEEP THE NEW FACEBOOK RULES FROM HIDING YOUR PAID CONTENT LIVE FROM FACEBOOK! IT’S YOUR BRAND. SHOULD YOU PAY TO PLAY ON FACEBOOK? And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Twitter is still a mystery to some small business owners. Now is the time to shake off the mystique and build your brand 140 characters at a time. Twitter has become highly customizable over the years and streamlined for branding. In this episode, Jaci walks you through the twitter innovations, like geolocation and localized lists that your brand needs to take advantage of right now. For information on these strategies, check out these Razor Branding Blogs: BRAND BUZZ: 6 WAYS TWITTER BUILDS YOUR BRAND 23 TIPS TO BUILD YOUR BRAND WITH FACEBOOK, TWITTER & LINKEDIN GET YOUR EVENT TRENDING ON TWITTER   And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Education is the key to all success and your brand may need a bit of schooling. How do you keep up on all the information surrounding your business? The sheer amount of data about your company, competitors, new technology and concepts can be overwhelming. In episode 11, listen in as Jaci talks about strategies to stay educated on topics that will build your brand quickly and effectively. For information on these strategies, check out these Razor Branding Blogs: ONLINE BRAND REPUTATION MANAGEMENT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

The advertising game has morphed over the decades. Customers aren’t where they used to be and what they want to hear is ever-changing.  Your brand should no longer be yelling at your audience, it should be having a dialogue with your audience.  In this episode, Jaci talks about the importance of getting to know who you are trying to reach, what they want, how they think, and how social media can help you accomplish all of that through conversation. For information on these strategies, check out these Razor Branding Blogs: 5 STEPS TO EXECUTING A SOCIAL MEDIA BRANDING PLAN STAYING CURRENT ON SOCIAL MEDIA SOCIAL MEDIA SHOULDN’T BE A TIME SUCK And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Getting people to buy into your brand is more than just making people aware of who you are.  It’s a process, one that if followed correctly, can make all the difference to the people who depend on your business.  In this episode, Jaci walks you through the 7 steps of the Branding Process.  She takes the time to explain exactly what each step can mean to the future of your business and highlights how the entire Branding Process works together to create a stronger brand. For information on these strategies, check out these Razor Branding Blogs: 7 STEPS TO REACHING YOUR AUDIENCE And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Your brand’s content will seen by hundreds, maybe even thousands of eyeballs. But the ads, posts, and pictures are only speaking to two types of customers--relational or transactional.  Your customers can be each of these many times a day, or even an hour depending on personality and need.  In this episode, Jaci guides you through understating the two types of customers and shows you why a good grasp on relational and transactional minds will better serve your brand. For information on these strategies, check out these Razor Branding Blogs: IS YOUR BRAND ATTRACTING THE RIGHT PEOPLE? 4 DIFFERENT PERSONALITY TYPES OF ADVERTISING For every day branding tips follow Jaci Russo on Twitter: @jacirusso

When it comes to your brand, little things matter.  From how your desk assistant answers the company phone to the way your signature looks on official emails. Touchpoints are the things out in the world about your brand that can impact what your audience thinks.  In this episode, Jaci talks about finding focus, connection, and harmony for your brand and how these core elements help build solid touchpoints.  For information on strategies that impact your brand’s touchpoints, check out these Razor Branding Resources: ONLINE BRAND REPUTATION MANAGEMENT HANDLING CUSTOMER SERVICE ON SOCIAL MEDIA BRAND ADVOCACY: IT'S THE LITTLE THINGS WORD OF MOUTH And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

Every good plan has a beginning and the 5 R’s are your first steps to powerful branding.  In this episode, Jaci guides you through the cornerstone of her Branding philosophy.  Learn how your brand must relate, resolve, reinvent, realize and react, get perspective on who’s really in control of your image and learn how to change the conversation in your favor.  A good plan of action is just one podcast away.  For information on these strategies, check out these Razor Branding Blogs: STEP 1 - RELATE STEP 2 - RESOLVE STEP 3 - REINVENT STEP 4 - REALIZE STEP 5 - REACT And for every day branding tips follow Jaci Russo on Twitter: @jacirusso

An ad is never “just an ad” to the right eyes and ears.  In this episode, Jaci discusses the 4 personalities types your brand will come across as it tries to make emotional connections.  Learn the challenges that each type and its corresponding traits present to your marketing strategy, and hear Jaci’s insights on how to form a campaign for each set of eyes and ears your brand is trying to reach. For information on these strategies, check out these Razor Branding Blogs: 4 DIFFERENT PERSONALITY TYPES OF ADVERTISING PSYCHOGRAPHICS: LOOKING DEEPER YOUR BRAND NEEDS PERSONALITY And for every day branding tips follow Jaci Russo on Twitter: @jacirusso