"How to make your brand accessible and relevant."
Pia Dorer, Co-Founder, and Managing Partner at Orange Identity sat with Mark and Patrick to talk about brand strategy and design, her professional passions. Our conversation took an interesting turn as we talked about her concept of 'dating' being the first step in working with a brand. You create the story and core message; then these things together make the path much clearer as far as target markets, strategy and what types of communication methods and brand expression need to be integrated into a successful campaign.
Creating a compelling story that makes people want to keep turning the page and drawing them deeper in emotionally is what smart branding is all about.
This wide-ranging conversation covered a lot of ground including:
Working with the Impact Hub in Santa Barbara
Pia and her team worked closely with Mark on TEDxSantaBarbara to bring the theme of "What If" to life
Creating an agency that has 90% of its clients in the Santa Barbara area, while living north of Sydney, Australia
Working with a distributed team - challenges and opportunities
How she came to in Santa Barbara, then back to Sydney
Why she's so passionate about marketing and design
How she approaches new clients and the onboarding process. What she's looking for in new clients
- How well do they know their brand
- Her 20 question Questionnaire
- The Brand Disclosure survey (I want to take this after hearing about it
How the Brand Disclosure Survey is like speed dating, as influenced by eHarmony's in-depth profiling to best understand what and who you are
Why she loves the research side of Marketing
How to say no to a potential client where it's obvious you're not a good fit
The challenging conversation you must have about Budgets - and getting good at being able to accomplish it
Personas (We've talked a lot about them on the show) - Pia thinks of brands as unique personalities
Why she loves the collaborative approach to working with clients
If you do Public Relations, you'll want to hear her tips for getting your PR out more effectively
We're going to invite Pia back to talk about Speed Dating for Brands - as that is something she's thinking about a lot these days.
Creating a compelling story that makes people want to keep turning the page and drawing them deeper in emotionally is what smart branding is all about."
