Shows
The Home Service Expert PodcastThe Art of Differentiation in Marketing with Brian SooyIn this conversation, Tommy Mello and Brian Sooy discuss the critical aspects of branding, marketing, and leadership in the home services industry. They explore the importance of clarity in branding, the need for differentiation in a competitive market, and the balance between branding and direct response marketing. Brian shares insights on creating memorable customer experiences, the role of storytelling in branding, and the significance of data-driven decision-making. They also touch on building a strong company culture and the mindset of ownership that can drive success in business. 00:00 The Importance of Branding and Leadership 05:52 Clarity in Branding and Customer...
2026-02-161h 11
The Better Than Rich ShowBlue Collar Branding with Brian SooyEver wonder why some home service businesses grow effortlessly while others can’t convert loyal customers? Many blame competition or marketing spend, but the real issue is confusion—unclear stories, inconsistent branding, and clunky customer experiences that break trust. In this episode of The Better Than Rich Show, host Mike Abramowitz talks with Brian Sooy, author of Blue Collar Branding and Marketing Director at Gorjank Home Services. Brian shares how the StoryBrand and CARE Framework (Clarity, Alignment, Relevance, Experience) can help small service companies communicate clearly, deliver trust at every touchpoint, and scale through simplicity. He exp...
2025-11-2053 min
OWNR OPS PodcastBuild A Brand That Speaks To Your Ideal Customer💰 Join our Free OWNR OPS Skool Community to grow your local service biz: ➡️ https://skool.com/ownropsTrades businesses often believe branding is just a logo or a truck wrap—but what if your brand could become your biggest growth driver?Austin Gray interviews Brian Sooy, a certified brand architect, StoryBrand consultant, and 30-year branding veteran who has helped hundreds of blue-collar businesses build brands that stand out, scale, and sell. Together, they explore:The biggest branding mistakes service companies makeWhy your brand starts wi...
2025-07-1149 min
Everybody BrandsFind Your Perfect Franchise and Own Your FutureFind Your Perfect Franchise and Own Your Future with Alex Smereczniak (co-founder of Franzy.com) and Brian Sooy, Founder of Aespire Branding and MarketingIn a sales slump? Improve your messaging and watch sales grow with StoryBrand and Brian Sooy. Take our free marketing assessment powered by StoryBrand.How to Get in TouchExplore Franzy’s tools and resources: Franzy.comContact Alex via email: Alex@franzy.com or on LinkedInConnect with Brian Sooy on LinkedInFull episode notes on Growing Service Brands and The Society of Extraordinary St...
2025-01-2537 min
Marketing DeconstructedMaster Brand Strategy & Messaging for Service Companies | Featuring Brian SooyIn this episode of Marketing Deconstructed, Ali Schwanke dives into the world of brand strategy with Brian Sooy, author of Trade Secrets and founder of Aespire. Learn why service companies struggle to market effectively—and how to fix it.
Key Takeaways:
Why clear messaging beats being "the best" every time.
How to align your business and brand with Brian’s four-part framework: Clarity, Orientation, Relevance, and Experience.
The role of touchpoint ecosystems in delivering consistent, memorable customer experiences.
Real-life insights into differentiating service businesses through storytelling and strategic alignment.
Get...
2025-01-0943 min
Everybody BrandsMarketplace and Ministry is a Two Way StreetIn this episode, Brian and Eric discuss the intersections of ministry, business, and personal vocation. Topics include the co-vocational and bi-vocational models for ministry, lessons pastors and business leaders can learn from each other, and the significance of viewing work as worship. They also reflect on the challenges and opportunities in integrating faith with professional life.This episode is brought to you by Aespire, the branding and marketing agency for service companies. Book your StoryBrand Strategy Session and grow your business!Buy Eric's book, Market Street Pastor● The book guides ministry leaders to transit...
2024-12-2831 min
Everybody BrandsDon’t Just Sell a Product, Sell a Process with Zach HoskinsIn this episode of the Everybody Brands Podcast, Brian Sooy and guest Zach Hoskins discuss Zach's perspective on this idea: "Don’t just sell a product—sell a process. Help clients build a strategy that converts leads, nurtures relationships, and retains customers for life."This episode is brought to you by Aespire, the branding and marketing agency for service companies.What is your professional background?Military: 10 years in Missouri Air National Guard, worked on B2 stealth bomberLeadership: 10 years on leadership teams of entrepreneurial organizations (C-suite roles)Consulting: Implemented coaching strategies and business systems for 5+ year...
2024-11-2836 min
Everybody BrandsPeople to Fight For and a Cause to Stand For with Brett BakerJoin business and brand strategist Brian Sooy for a conversation with Brett Baker, founder of VAUSA.VAUSA is a virtual staffing agency with a mission to create meaningful jobs and community for military families by strategically building remote teams for faith and purpose-driven businesses.Highlights from this episode:Visit hirevausa.com to hire a virtual assistant to free your timeBook a free consultation with VAUSA®Download "125 Tasks To Delegate To Your Virtual Assistants"Grow your business with a brand and business alignment framework that unlocks greater potential for your EOS business. Order Trade Secrets: F...
2024-09-2146 min
Everybody BrandsFour Core Strategies to Maximize Value for Service CompaniesThis brief episode introduces you to Trade Secrets: Four Core Strategies to Maximize Value for Service Companies by Brian Sooy, now available in audiobook format.“Trade Secrets by Brian Sooy shouldn’t be secrets at all, yet most of us have never applied these practical, easy-to-understand ideas to optimize our businesses. Thanks, Brian, for making practical solutions so accessible!” – Donald Miller Author of Building a StoryBrand Every service business needs a plan to consistently align its brand with its customers.The CORE Framework shows you how to integrate a story-framed brand with leadership, marketing, sales, op...
2024-07-2807 min
Nonprofit Leadership PodcastHear From Top Nonprofit Leaders Live at the NIO Summit
In today’s digital age, it is more important than ever for nonprofit organizations to innovate and optimize their fundraising. Today we are honored to learn from nonprofit thought leaders who recently attended the 2023 Nonprofit Innovation and Optimization(NIO) Summit in Dallas, TX. These leaders share the best practices for how nonprofits can improve their fundraising efforts.
Rob’s guests are Tim Kachuriak, Mallory Erickson, Brian Sooy, Andrew Olsen, and Gabe Cooper. Tim is the creator behind the NIO summit as well as the founder and CEO of NextAfter, a digital fundraising consultancy. Mallory is the host of t...
2023-10-2200 min
The Ministry Growth ShowBrian Sooy from Aespire Branding | Faith-Based Organizational BrandingThis week on The Ministry Growth Show, we’re joined by Brian Sooy, President of Aespire Branding. In this episode we talk about the importance of consistent and clear communication, we discuss brand marketing vs. direct marketing, and we spend some time discussing how storytelling carries our brand beliefs to our audience. Relevant Resources:aespire.com entreworship.com
The post Brian Sooy from Aespire Branding | Faith-Based Organizational Branding appeared first on Reliant Creative.
2023-05-171h 23
The Ministry Growth ShowBrian Sooy from Aespire Branding | Faith-Based Organizational BrandingThis week on The Ministry Growth Show, we’re joined by Brian Sooy, President of Aespire Branding. In this episode we talk about the importance of consistent and clear communication, we discuss brand marketing vs. direct marketing, and we spend some time discussing how storytelling carries our brand beliefs to our audience. Relevant Resources:aespire.com entreworship.com
The post Brian Sooy from Aespire Branding | Faith-Based Organizational Branding appeared first on Reliant Creative.
2023-05-171h 23
Everybody BrandsWhat is the Difference between Mission, Vision, and Values?Over the last decade, nearly 1,000,000 people have searched for answers to questions about purpose, trust, branding, and messaging and found the answer on Aespire.com.It's rare to find two organizations that align on common usage, definitions, and application of the principles of purpose, mission, vision, and values. In this episode, Brian unpacks each of these important principles of brand strategy and shares how a well-known company puts principles into practice.Be sure to leave a five-star review for this podcast to help others find and enjoy it!Buy Brian's...
2022-12-2416 min
The Flourishing Entrepreneur Podcast041 | Faith-Based Entrepreneurship + Finding Focus with Brian SooyDo you want to leave a legacy through your business? We all have a lot of opinions and beliefs on how to do it. There are a lot of possibilities and opportunities that make us feel torn to choose the right one. How do we filter out which way suits us better? In this episode, we’re joined by Brian Sooy who has been a faith-based entrepreneur for over 40 years. Brian Sooy has mastered being able to discern what is the correct way for him to run his business. His career began...
2022-07-2746 minThe Flourishing Entrepreneur Podcast041 | Faith-Based Entrepreneurship + Finding Focus with Brian SooyDo you want to leave a legacy through your business? We all have a lot of opinions and beliefs on how to do it. There are a lot of possibilities and opportunities that make us feel torn to choose the right one. How do we filter out which way suits us better? In this episode, we’re joined by Brian Sooy who has been a faith-based entrepreneur for over 40 years. Brian Sooy has mastered being able to discern what is the correct way for him to run his business. His career began...
2022-07-2746 min
Marketing Made SimpleFive Effective Ways to Highlight the Problem You Solve for CustomersYou might offer an amazing product or service with incredible value but if you aren't clearly talking about it in your marketing as well as on your website, you are leaving all those potential customers in the dark! In today's episode, J.J. and April answer a question from a Hero Maker like you who's struggling to get his potential customers to realize they even have a problem before showing them how his business can help fix it. They also talk with marketing expert and StoryBrand Certified Guide Brian Sooy who gives you five effective w...
2022-07-0623 min
Everybody BrandsDo What You Love with Kate VolmanKate Volman is the CEO of Floyd Consulting. Kate and Brian Sooy talk about content, creativity, and repurposing so you can do more with the content you love to create.Floyd Consulting believes an organization can only become the best version of itself to the extent that its people are becoming better versions of themselves. And in order to do that, you have to learn about your employee's dreams, what are the dreams that your team members have for their lives, and if you help them achieve their dreams, they're going show up at work differently and...
2022-04-0921 min
Everybody BrandsHow to Tell a Compelling Brand StoryAs Brian celebrates the five-year anniversary of being a StoryBrand Certified Guide, he invites Dr. J.J. Peterson, Chief of Teaching and Facilitation at StoryBrand, for a conversation about storytelling, your customer journey, and how to tell a compelling brand story. J.J. is the Host of the Marketing Made Simple podcast and co-author of the book, Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business.StoryBrand is fantastic for short-term marketing and for helping companies create coherence and continuity for their long-term brand strategy. You can find success stories and examples of how co...
2021-12-1347 min
Everybody BrandsHow to be Purposeful, Present, & Wildly ProductiveWe all have a problem: We’re addicted to busyness. Busyness is a distraction that erodes our attention, drains our energy, and minimizes our effectiveness. Best-selling author and serial entrepreneur Jordan Raynor shares how we can overcome busyness and redeem our time.Jordan Raynor is a serial entrepreneur and national bestselling author who helps Christians do their most exceptional work for the glory of God and the good of others. Through his books, podcast, and weekly devotionals, Jordan has helped millions of Christians in every single country connect the gospel to their work.In addition to...
2021-10-1646 min
Everybody BrandsBuilding a Brand with Credibility and TrustBrand owners and marketers can learn a lot from... wait for it... recovering ministry professionals.Why are people drawn to brands that demonstrate credibility and trust? We might not have all the answers, but we talk about that question and more in this conversation between Jake Zufelt and Brand Strategist Brian Sooy.Jake is the founder of Weldwood Marketing, an agency that specializes in marketing for Realtors. If you're a realty professional, you've got to hear what he has to say about how you market your business.It's not much different than what w...
2021-09-1934 min
Everybody BrandsHow Can You Be Confident Your Idea is Innovative?Not content to leave a pile of brand myths unkicked in the middle of the road, Andy Starr, Managing Partner of Level C, and Brian Sooy, Brand Strategist and Founder of Aespire Brands ask (and answer) questions about brand and branding.People don't understand why differentiation matters. What's the value? Why should someone who works in brand care about the brand being different? “What are the three questions every brand and business owner should ask?How do you know when an idea is innovative?This episode of the Everybody Brands podcast is Part Two of an extended con...
2021-08-1639 min
Everybody BrandsYou Own the Brand. I Own the Branding.What is brand? What is branding? Why does it matter?This episode of the Everybody Brands podcast is Part One of an extended conversation with Andy Starr, Managing Partner of Level C.“We believe that the brand is defined by and owned by you. Branding is what we do what I as the owner of the business, it's what I do to influence you.”Andy Starr is the managing partner of Level C, an education program teaching principles of modern brand to business professionals. Andy co-founded Level C and with international brand expert and au...
2021-08-0132 min
Everybody BrandsCrank Your Brand to 11, Change People's Lives Part 2Stephanie Owens is a Certified Brand Strategist and the founder of Gold Sheep Design, a collaborative branding and design studio based in Southern California that helps musicians and instrument makers grow crowds of super fans by cranking their brands to 11.In Part 2 of this two-part episode, we talk about how any business can crank their brand to 11..Stephanie is a self-described Introverted rocker helping musicians grow crowds of super fans by cranking their brands to 11.Get to know Stephanie atGold Sheep Designon LinkedInon InstagramBuild a brand that inspires your...
2021-04-1115 min
Everybody BrandsCrank Your Brand to 11, Change People's LivesStephanie Owens is a Certified Brand Strategist and the founder of Gold Sheep Design, a collaborative branding and design studio based in Southern California that helps musicians and instrument makers grow crowds of super fans by cranking their brands to 11.In part one of this two-part episode, we talk about how businesses in the music world can crank their brand to 11.She's a self-described Introverted rocker helping musicians grow crowds of super fans by cranking their brands to 11.Get to know Stephanie atGold Sheep Designon LinkedInon InstagramBuild a brand...
2021-03-2722 min
Jacobs Ladder PodcastWork as Worship with Brian Sooy-CMAW124 What You'll Hear: Brian gave his life to Christ at age 16 in church, after hearing an audible voice that said "Come" First job was delivering appliances for local appliance dealer, while still in high school, learned how to install washers and dryers, learned about how hard work, how to use his hands, and how to deal with people Went to college, part-time cutting lawns, then worked for a print shop doing deliveries, after college did graphic design and director positions, then started his own business 25 yrs ago with his wife They use story to help other businesses to invite their...
2021-03-0143 min
Everybody BrandsThe Difference Between Branding and MarketingWhat is the difference between marketing and branding?It's ridiculous to argue about what's more important, branding or marketing. It's important to understand the difference between branding and marketing so you know how they work together to attract, inspire, and engage customers and create raving fans. In this episode, Brian discusses the definition of brand and marketing, and shows you how your brand can align with the principles from Donald Miller's book, Business Made Simple.Read this podcast episode at Aespire.com(I recommend listening to Chris Do discuss the merits of both marketing a...
2021-02-0819 min
Everybody BrandsFaith, Entrepreneurship, and Essential WorkIn this special episode of the Everybody Brands podcast, Cleveland businessman and National Director of WEC, Intl., John Murtha and Brian Sooy have a conversation about faith-driven business, entrepreneurship, and why everybody who works is essential.This episode is different from most others on this podcast — you'll learn about Brian's background, his faith story, and his passion for helping entrepreneurs grow and experience the joy of their faith — whether they are the CEO or someone who pushes a broom.John and Brian dig deep into why work matters, how you can integrate your faith at work...
2021-01-0132 min
Everybody BrandsHow Your Brand Can Build Trust and Make an Emotional ConnectionIn this episode of the Everybody Brands podcast, we have a conversation with Mind State Group founder Will Leach on how making fast emotional connections with people will help your brand win trust and resonate with people’s hearts and minds.Will knows what it what it's like and how it feels to hold your breath every time you launch advertising, and how crushing it is when the campaign you worked on so hard just crashes and burns. With over 25 years of experience in corporate America, Will has worked with some of the biggest brands in the wo...
2020-11-1339 min
Everybody BrandsHow Brands Empower Consumers and Build RelationshipsTake two for the first international Everybody Brands episode with Eddie Biroun, a copywriter who happens to design. Eddie helps businesses attract more leads, create more customers and increase profits through brand building and sales messaging. Eddie has achieved results across 16 different markets, including financial insurance, real estate, automobile education, entertainment and fitness, and he's worked with brands like Sotheby's, Toyota, and Volvo. Eddie and host Brian Sooy are both passionate about brands and branding. We both approach brands and branding from similar and different directions, with a common mentor in one of the world's le...
2020-07-3057 min
Watchful's Hot Air PodcastSeason #1, Bonus Episode – Vic Drover
On the Hot Air podcast, we talk with people involved with digital agencies. We discuss business models, strategies, and tools for making your agency successful. And along the way, we hope to have a little fun and make some friends.
Season 1 of the Watchful podcast ended last week with Episode 20, featuring Brian Sooy.
So what are we doing here with one more episode?
We have a special interview with Vic Drover. Normally, Vic is one of my...
2020-07-1700 min
Everybody BrandsThe Difference Between Purpose, Mission, and VisionPurpose, mission, and vision statements can be confusing. It's rare to find two organizations that agree on common usage, definition and application of the words. It can be even more confusing to understand why each word is relevant, and how each component relates to one another. Some organizations tend to substitute their mission and vision for their purpose. If you want your audience to connect with your mission, you need to communicate with clarity about why, what, and how you are creating value and impact.In this companion podcast the popular article, The Difference Between Purpose, Mission...
2020-07-1117 minWatchful's Hot Air PodcastEpisode 20 – Brian Sooy
On the Hot Air podcast, we talk with people involved with digital agencies. We discuss business models, strategies, and tools for making your agency successful. And along the way, we hope to have a little fun and make some friends.
In this episode, we’re talking with Brian Sooy.
Brian has a successful agency called AESPIRE in Ohio in the United States. And he just celebrated 25 years in the web development and digital marketing industry. He uses websites built with Joomla and other to...
2020-07-1000 min
The ROI Online PodcastStoryBrand Guide Brian Sooy On Blending Clear Messaging & Clear Design — The ROI Online Podcast Ep. 10In this episode of the ROI Online Podcast, host Steve Brown speaks with fellow StoryBrand guide Brian Sooy. Brian is an agency owner, author of Raise Your Voice, and podcast host with a background in design. In fact, Brian went to school for graphic design before entering the design field.His career evolved from there, though, and he eventually moved in a more marketing-oriented direction, became a solopreneur, brought others into his business, and moved into a mainly strategic role for his agency. The agency, called Aespire, works with businesses and entrepreneurs to improve their messaging, bringing...
2020-06-2451 min
Everybody BrandsThree Dimensions of Purpose, Leadership, and CulturePurpose lifts us at the end of the day beyond the tasks we have accomplished and the goals we have achieved to the belief that we have not just added value, but we've achieved something of significance in pursuit of something greater. This is perfect episode for anybody who's in a leadership position. It's perfect right now for organizations who are finding the need to adapt what they're doing and align new things in an economic crisis and during COVID-19 with their purpose. Get clarity for your purpose, vision, and marketing message at Aes...
2020-05-1114 min
Everybody BrandsUncertain Marketing in Uncertain Times: A Conversation with Wes GayIn this episode of the Everybody Brands Podcast we have a conversation with Wes Gay about how we should define a brand and what a marketer or business owner focus on now, especially in uncertain times: branding or marketing. Wes Gay is the founder of Wayfinder and a StoryBrand Certified Guide & Copywriter. Wes’ experience as a former pastor gives him the empathy and credibility to help leaders create a clearer message for their companies using the StoryBrand Framework.Wes worked in churches and nonprofits for 10 years, including running a thrift store. Wes began his journey to e...
2020-03-2938 min
Responsive Lab PodcastBrian Sooy On How To Craft Your Nonprofit's StoryBrian Sooy, the president of AESPIRE, joins us to talk about uncovering and clarifying your nonprofit's story, the art of focus, and why supporter-centered storytelling is a must. Brian is the author of “Raise Your Voice: A Cause Manifesto,” the top-rated book that helps mission-driven leaders create thriving organizations. As a StoryBrand Certified Guide, Brian knows that when leaders find the clarity, they multiply their impact and their business thrives. Here are a few additional resources that complement our conversation: Raise Your Voice: A Cause Manifesto —Amazon’s top-rated guide to help mission-driven organizations nurture...
2020-02-0438 min
Everybody BrandsBeloved and Dominant Brands: A Conversation with David LemleyDavid Lemley has had a creative and strategic hand in shaping some of the world’s most iconic brands including Starbucks, REI, Pampers, and Nintendo. As the Founder and Chief Strategist of Seattle-based Retail Voodoo, David is on a mission to help better-for-you brands win customer’s hearts, minds, and souls. He partners with marketers, investors, and founder-owners to unlock the power of their brand’s promise to engage consumers, spark innovation, identify opportunity, and drive exponential growth.This episode is brought to you by Aespire Websites Made Simple, the visual website builder that helps you build a prof...
2020-01-1244 min
Everybody BrandsThe Interplay Between Branding, Storytelling, and Marketing“Marketing is too important to be left to the marketing people.” — Peter DruckerIt’s no wonder business leaders struggle with marketing. Spend any amount of time listening to podcasts and ”experts” and you‘ll hear conflicting advice, confusing jargon, and a jumble of terms that make you wonder why you bother to try marketing at all.IN this conversation with Dennis Hahn, we'll explore branding, experience, why shared values are key to building a tribe, and more — including the difference between branding and marketing, and why they matter,As chief strategy officer at Liquid, Dennis...
2019-09-1045 min
Everybody BrandsPart Two: How Strategy Helps Organizations Thrive in the Digital AgeIf you’re a board member or nonprofit leader, this two-part episode of Everybody Brands is one to which you need to listen, to understand why your digital strategy needs to be part of your entire organizational structure.All businesses need to be managing their digital resources, but It's like a “spaghetti of things.”What many leaders neglect is that just like if you have a campus of buildings, somebody has to manage that campus. You probably already have an ecosystem of digital tools that you're using and somebody needs to be keeping an eye on tho...
2019-08-1025 min
JesusSmartXYou're More than a Wretch Saved by Grace to Go to Heaven Someday - Brian Sooy: Creative, Designer, EntrepreneurWork and life as worship, setting your Personal Narrative in the Big Kingdom Narrative, cultivating latent potential in your sphere of influence, discerning Satan who tries to corrupt your Life Story, redeemed to live a life of dominion (not just "go to heaven" someday), and launching out into the deep where the High Adventure is! Brian Sooy is President and Design Director of Aespire (aespire.com).Get the Jesus Smart eLetter and keep current with podcast episode releases
2019-07-311h 08
Everybody BrandsPart One: How Strategy Helps Organizations Thrive in the Digital AgeWhen communications consultants say things like, ”Nonprofits don't want to do the work that we need them to do and they don't realize how important strategy is;” and nonprofit leaders say, “Strategic planning is not helpful and annoying and takes up too much time,” it's time for an intervention.Just how important is strategy, and why is it the first principle in Aespire’s Clarity Credo for purpose-driven brands and culture?If you’re a board member or nonprofit leader, this two-part episode of Everybody Brands is one to which you need to listen.This episo...
2019-07-2236 min
Everybody Brands12 Principles for Purpose-Driven Brands and CultureDoes your brand inspire and engage people? Why not? If your vision and values aren’t clear and communicated at every touch point, people forget why your brand matters.The Clarity Principles are for people focused on growing their company with a culture that attracts and retains customers and talent. The 12 principles of the Clarity Credo are essential values to help you align purpose, communications, relationships, and leadership.In this episode, we talk about the four dimensions of communications and culture and explore how the 12 principles help you nurture a brand and culture that inspires pe...
2019-01-3018 min
Simplified. By Tobias DahlbergBranding with Purpose - with Brian SooyHow do you build a brand that really stands out and stands for something? Brian Sooy from Aespire knows the answer, and in this episode he shares his insights from a career of well over 20 years as a branding consultant. What I love about Brian and his thinking is that to him, branding start with a purpose and a mission, and everything else emanates from that. Make sure you also check out Brian's "Clarity Manifesto" on LinkedIn (Google it), a great tool for aligning your brand around your purpose and mission. Hope you enjoy the episode!
...
2018-09-2538 min
Original Minds™ with Tobias DahlbergBranding with Purpose - with Brian SooyHow do you build a brand that really stands out and stands for something? Brian Sooy from Aespire knows the answer, and in this episode he shares his insights from a career of well over 20 years as a branding consultant. What I love about Brian and his thinking is that to him, branding start with a purpose and a mission, and everything else emanates from that. Make sure you also check out Brian's "Clarity Manifesto" on LinkedIn (Google it), a great tool for aligning your brand around your purpose and mission. Hope you enjoy the episode! ...
2018-09-2538 min
Everybody BrandsHow To Become A Brand People TrustTrust is a brand asset for which every employee, from the CEO to the front-line team, is responsible. Trust is reinforced when people act and speak in a manner that is consistent with an organization's values, character, and culture. The challenge with trust is that you cannot buy it or force customers to believe your organization is trustworthy. Your brand must work to earn trust. Every interaction is an opportunity to build relationships and nurture trust. In this episode, I explore how being trustworthy impacts major brands like Facebook and Marriot, and how trust will help your organization grow...
2018-08-2915 min
Everybody Brands with Brian SooyHow To Become A Brand People TrustTrust is a brand asset that every employee, from the CEO to the front-line team, is responsible for. Trust is reinforced when people act and speak in a manner that is consistent with an organization's values, character, and culture.
The challenge with trust is that you cannot buy it or force customers to believe your organization is trustworthy. Your brand must work to earn trust. Every interaction is an opportunity to build relationships and nurture trust.
In this episode, I explore how being trustworthy impacts major brands like Facebook and Marriot, and how trust will help your organization grow by...
2018-08-2915 min
Everybody Brands with Brian SooyBecome A Believable BrandYour brand embodies the purpose, mission, values, vision, message, and impact of the organization. Leave one out and people fill the gap with what they want to believe. Are you willing to risk that?
Understanding how a story works toward making your brand and organization’s personality more believable is essential to unlocking the power of purpose and the potential of your narrative.
When we tell ourselves stories about our experience, we are trying to figure out what the brand or organization means to us or how it improves our lives.
2018-04-1513 min
Everybody BrandsBecome A Believable BrandYour brand embodies the purpose, mission, values, vision, message, and impact of the organization. Leave one out and people fill the gap with what they want to believe. Are you willing to risk that? Understanding how a story works toward making your brand and organization’s personality more believable is essential to unlocking the power of purpose and the potential of your narrative. When we tell ourselves stories about our experience, we are trying to figure out what the brand or organization means to us or how it improves our lives.Read more at Aespire.com
2018-04-1513 min
Everybody Brands with Brian SooyThe Qualities of a Difference MakerWhat defines a Difference Maker? What are the qualities of a Difference Maker?
Discover the four dimensions of communication and culture to amplify your voice, deepen knowledge, and expand your impact in the difference you want to make as a business owner or as a nonprofit.
2018-02-0427 min
Everybody BrandsThe Qualities of a Difference MakerWhat defines a Difference Maker? What are the qualities of a Difference Maker? Discover the four dimensions of communication and culture to amplify your voice, deepen knowledge, and expand your impact in the difference you want to make as a business owner or as a nonprofit. Hosted on Acast. See acast.com/privacy for more information.
2018-02-0427 min
Everybody Brands with Brian SooyBrand Flip: A Conversation with Marty Neumeier and Brian SooyBrian Sooy and Marty Neumeier discuss “The Brand Flip,” a whiteboard overview of how customers now run companies, how you can profit from it and create more loyalty with your customers. Download the complete transcript at http://bit.ly/2tDarOo
"The Brand Gap." "Zag." "The Designful Company." With each new book, Marty Neumeier re-defines the role of brand and its influence on your customers. The Brand Flip defines how your customers influence (and own) your brand.
As often as brand managers and communications like to think a brand is all about an organization (it's not), Marty's insights and experience prove we h...
2018-02-0437 min
Everybody BrandsBrand Flip: A Conversation with Marty Neumeier and Brian SooyBrian Sooy and Marty Neumeier discuss “The Brand Flip,” a whiteboard overview of how customers now run companies, how you can profit from it and create more loyalty with your customers. "The Brand Gap." "Zag." "The Designful Company." With each new book, Marty Neumeier re-defines the role of brand and its influence on your customers.The Brand Flip defines how your customers influence (and own) your brand. As often as brand managers and communications like to think a brand is all about an organization (it's not), Marty's insights and experience prove we have a long way to go i...
2018-02-0437 min
Raise Your Voice PodcastThree Rules for Putting Strategy into ActionIf your communication initiatives don’t directly align with the objectives or focus from your strategic plan, you’re merely doing busy work. You’re in possession of a to-do list disguised as strategic communications.
If you are a smart individual who wants to make the best use of your time and limited resources to help your organization communicate, raise awareness, and increase revenue, you can apply these three rules for converting strategy into action.
2018-01-2709 min
Everybody Brands with Brian Sooy3 Rules For Putting Strategy into ActionLet’s cut to the chase: if your communication initiatives don’t directly align with the objectives or focus from your strategic plan, you’re merely doing busy work. You’re in possession of a to-do list disguised as strategic communications.
If you are a smart individual who wants to make the best use of your time and limited resources to help your organization communicate, raise awareness, and increase revenue, you can apply these three rules for converting strategy into action.
2018-01-2709 min
Everybody Brands3 Rules For Putting Strategy into ActionLet’s cut to the chase: if your communication initiatives don’t directly align with the objectives or focus from your strategic plan, you’re merely doing busy work. You’re in possession of a to-do list disguised as strategic communications.If you are a smart marketer or business owner who wants to make the best use of your time and limited resources to help your organization communicate, raise awareness, and increase revenue, you can apply these three rules for converting strategy into action.Read more at Aespire.com Hosted on Acast. See acas...
2018-01-2709 min
Raise Your Voice PodcastTrust, Your Brand, and CultureTransparency is often cited as a key factor in building trust. Declaring transparency as an operating practice or value makes for good accountability because as soon as your character or culture shifts away from it, your audience will hold you accountable.
Trust is earned when the audience experiences alignment between the culture, character, and voice of your organization. The trust relationship between the nonprofit that speaks for the cause and the donor or advocate is strengthened.
Clarity — the principle of clear and focused communication — can only be achieved when an organization makes its communications choices from the perspective of mission-driv...
2017-08-1703 min
Raise Your Voice PodcastBrand Flip: A Conversation with Marty NeumeierBrian Sooy and Marty Neumeier discuss “The Brand Flip,” a whiteboard overview of how customers now run companies, how you can profit from it and create more loyalty with your customers.
Download the complete transcript at http://bit.ly/2tDarOo
"The Brand Gap." "Zag." "The Designful Company." With each new book, Marty Neumeier re-defines the role of brand and its influence on your customers.
The Brand Flip defines how your customers influence (and own) your brand. As often as brand managers and communications like to think a brand is all about an organization (it's not), Marty's insights and experience prov...
2017-07-0837 min
Raise Your Voice PodcastA Culture of Courageous CommunicationBegin and end with a culture of courageous communication.
You do want to change the world, don’t you? Make a difference? Have impact?
Then you must share that with the world. Boldly. Courageously. Confidently.
You need to have an oversized belief in your purpose. You need to believe that what you are on a mission to do is the most important thing in the world.
Do you understand that your work is not about you or your organization? It’s about the success of your stakeholders — their stories and their impact on education, entrepreneurship, economic development, health and wellness...
2017-07-0102 min
Raise Your Voice PodcastDeveloping Powerful CultureIn a culture of communications, power comes from strength: a courageous and engaged board; a confident and competent leader; a clearly articulated purpose; and a mission embodied by the character, culture, and voice of the organization.
We live in a world of perceptions. Everything we see, hear, and experience creates a perception in our minds of the cause or organization with which we are interacting. To the stakeholder, perception is reality; what they think about the cause or organization is more real to them than what you’ve told them.
Listen and learn more about mission-minded marketing and communications wi...
2017-06-2504 min
Raise Your Voice PodcastCrafting Positive CultureWhen design and communications convey hope, it challenges the listener to action. Visual communications connect the purpose, values, and impact of a cause powerfully with a listening and watching audience.
Words are powerful. Images are powerful. Words and images combined with beautiful typography are even more powerful.
When design enhances the stories the narrative is powerful, it inspires hope, and it challenges the listener to action.
Listen and learn more about mission-minded marketing and communications with clarity with resources from Raise Your Voice.
2017-06-0305 min
Raise Your Voice PodcastBe Grateful In Your Culture of CommunicationGratitude is a cultural practice. If you’re going to be intentional about creating a culture of communications, internal and external gratitude is essential.
Gratefulness is a character quality, and is expressed in the culture of your organization.
The values that represent your company or cause are expressed in the character of your organization. Organizations have purpose, expressed through their character and acted on through their culture.
Read more about this dimension of culture in on the Clarity Blog from Aespire.
To receive a free Raise Your Voice poster, visit the Raise Your Voice web site and create your ow...
2017-04-0906 min
Raise Your Voice PodcastThe Social Side of a Culture of CommunicationAs with any relationship, you can’t be social without knowing your audience.
If an organization lacks clear mission focus, its communications will be unfocused. Social media is often seen as the way to target the masses and hope for results.
Community exists whether you're trying to build one or not, your role is to nurture it. Your social network is already everywhere you visit, speak, and listen.
Everybody is a potential ambassador. How have you equipped them to be able to share your story in a manner that is meaningful to them?
Read more about this dimension of cu...
2016-09-1705 min
Everybody Brands with Brian SooyRaise Your Voice: Todd Henry on Finding Your Authentic VoiceTodd Henry teaches leaders and organizations how to establish practices that lead to everyday brilliance. He is the author of three books (The Accidental Creative, Die Empty, and Louder Than Words) which have been translated into more than a dozen languages, and he speaks and consults across dozens of industries on creativity, leadership, and passion for work. His book Die Empty was named by Amazon.com as one of the best books of 2013.
His latest book, Louder Than Words, is about how to develop an authentic voice that resonates and creates impact.
In this interview, Todd and Brian Sooy talk ab...
2015-09-0627 min
Everybody BrandsTodd Henry on Finding Your Authentic VoiceTodd Henry teaches leaders and organizations how to establish practices that lead to everyday brilliance. He is the author of three books (The Accidental Creative, Die Empty, and Louder Than Words) which have been translated into more than a dozen languages, and he speaks and consults across dozens of industries on creativity, leadership, and passion for work. His book Die Empty was named by Amazon.com as one of the best books of 2013.
His latest book, Louder Than Words, is about how to develop an authentic voice that resonates and creates impact. In this interview, Todd and Br...
2015-09-0627 min
Everybody BrandsThe Cause Manifesto: Be CourageousBe Courageous. We will dream big dreams, and have the courage to change and adapt in order to make our vision a reality. Courage may require that you step into the unknown. It may require difficult conversations. It will require that you find a way to overcome whatever fear is preventing you from taking the next step.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on...
2015-09-0602 min
Raise Your Voice PodcastFinding your Authentic Voice with Todd HenryTodd Henry teaches leaders and organizations how to establish practices that lead to everyday brilliance. He is the author of three books (The Accidental Creative, Die Empty, and Louder Than Words) which have been translated into more than a dozen languages, and he speaks and consults across dozens of industries on creativity, leadership, and passion for work. His book Die Empty was named by Amazon.com as one of the best books of 2013.
His latest book, Louder Than Words, is about how to develop an authentic voice that resonates and creates impact.
In this interview, Todd and Brian Sooy ta...
2015-09-0527 min
Raise Your Voice PodcastMission-Driven Culture is EngagingThe mission-driven organization creates a culture of communication when it recognizes it must be engaging—listening more often than it speaks, to understand the needs of its audience and constituents.
Being engaging isn’t always about sharing the great things you’re doing. Sometimes you need to ask your audience what they think, in order to find the points of interest where they want to have a conversation with your organization.
Read more about this dimension of culture in Mission-Driven Culture is Engaging on the Clarity Blog from Aespire.
To receive a free Raise Your Voice poster, visit the Raise...
2015-08-2302 min
Everybody BrandsThe Cause Manifesto: Be PowerfulBe Powerful. We will believe our cause is meaningful, and act in the belief that it has the power to change the world. Power comes from strength: a courageous and engaged board; a confident and competent leader; a clearly articulated purpose; and a mission embodied by the character, culture, and voice of the organization.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast...
2015-08-0504 min
Everybody BrandsThe Cause Manifesto: Be PositiveBe Positive. We will choose our words well, for they will motivate people to follow, donate, advocate, and believe in our cause. Optimism is a better motivator than pessimism. Internally and externally, stakeholders will respond to positive messages with a positive response. A positive experience leads to deeper motivation and more engagement. Being positive affects everyone’s perceptions.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on...
2015-07-0505 min
Everybody BrandsThe Cause Manifesto: Be TrustworthyBe Trustworthy. We will seek accountability and transparency, acting and speaking in a manner consistent with our values, character, and culture.Clarity — the principle of clear and focused communication — can only be achieved when an organization makes its communications choices from the perspective of mission-driven design. Its purpose, culture, character, and voice must be unified in support of the cause.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driv...
2015-06-0603 min
Everybody BrandsThe Cause Manifesto: Be GratefulThe true gift that is given is your supporter's trust. Money, services and time is an accompaniment to that gift. How you respond shows your donor that their gift is as meaningful to you as it is to them.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2015-06-0506 min
Everybody BrandsThe Cause Manifesto: Be SocialAll media is social media, and every interaction is an opportunity to build a relationship. Explore why ambassadors and advocates need to be authentic.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2015-05-3105 min
Everybody BrandsThe Cause Manifesto Be EngagingBe Engaging — As in a conversation, listen as often as you speak to stakeholders, supporters, and believers in your cause. From "Raise Your Voice: A Cause Manifesto."Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2015-04-0502 min
Everybody BrandsThe Cause Manifesto Be InspiringEngaging people is not about telling your story, it's about inviting them into a story. The power of words inspires me. The right words, shared at the right time, give hope and purpose. Words create an expectation of reality; anticipation for what is promised, hope for what is to come. An audio abstract from Raise Your Voice: A Cause Manifesto.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications.
2015-03-0502 min
Everybody BrandsThe Cause Manifesto: Be InsightfulBe insightful. Big data, little data. We will embrace data as a means of telling our story and gaining greater insight into the outcomes of our mission.An audio abstract from Part Two, chapter Four of Raise Your Voice: A Cause Manifesto.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2015-02-0502 min
Everybody BrandsThe Cause Manifesto: Be MeaningfulBe meaningful. We will ensure that our values and actions align with the reasons that motivate our followers and stakeholders to believe in our cause. An audio abstract from part two, chapter 3 of Raise Your Voice: A Cause Manifesto.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2015-01-0502 min
Everybody BrandsThe Cause Manifesto: Be FocusedFocus your strategy and communication on the information needs of your audience. Learn to speak their language, what they care about, and how to best speak to their minds and touch their hearts.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-12-0304 min
Everybody BrandsThe Cause Manifesto: Be StrategicStrategy is not an option, it's a requirement of your mission. Every purpose-driven organization needs a strategic plan to guide its activity and communication.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-11-0402 min
Everybody BrandsRaise Your Voice: Mission Driven DesignMission-Driven design aligns design and communications with and organization's purpose and mission. Purpose, values, and character support a culture of communications that nurtures trust. Are you ready to Raise Your Voice?Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-10-2906 min
Everybody BrandsRaise Your Voice: Repeating the Same ConversationsMany organizations want to raise their voice before they understand how best to communicate with their audience. How will you find clarity? Do less marketing. Build more relationships.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-08-0503 min
Everybody BrandsKnowing When To Raise Your VoiceYour organization is not a brand, it is the voice of your cause. Any organization that acts and speaks on behalf of a worthy cause, becomes the voice of that cause.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-07-0502 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be SocialAll media is social media, and every interaction is an opportunity to build a relationship. Explore why ambassadors and advocates need to be authentic.
2014-07-0105 min
Everybody BrandsRaise Your Voice: Inspiration Starts at the TopEvery nonprofit has two goals: create sustainable impact through its mission; and raise awareness, funds, and resources to advance its mission. Inspiration starts at the top — with the board and executive leadership.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-06-0402 min
Everybody BrandsRaise Your Voice: Ambassadors & AdvocatesWho are your nonprofit's biggest ambassadors, advocates, and biggest fans? Insights from the nonprofit marketing and branding book Raise Your Voice: A Cause Manifesto answers those questions. Available exclusively at http://bit.ly/Buy_RYV.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-05-0403 min
Everybody BrandsRaise Your Voice: A Cause Manifesto Seeking ClaritySeeking Clarity from Raise Your Voice: A Cause Manifesto by Brian Sooy. Every day, purpose-driven organizations are trying to communicate better. Is yours one of them? Are you searching for clarity to connect your mission with your audience?Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-04-0503 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be CourageousBe Courageous. We will dream big dreams, and have the courage to change and adapt in order to make our vision a reality.
Courage may require that you step into the unknown. It may require difficult conversations. It will require that you find a way to overcome whatever fear is preventing you from taking the next step.
2014-03-0602 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be TrustworthyBe Trustworthy. We will seek accountability and transparency, acting and speaking in a manner consistent with our values, character, and culture.
Clarity — the principle of clear and focused communication — can only be achieved when an organization makes its communications choices from the perspective of mission-driven design. Its purpose, culture, character, and voice must be unified in support of the cause.
2014-03-0603 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be MeaningfulBe meaningful. We will ensure that our values and actions align with the reasons that motivate our followers and stakeholders to believe in our cause. An audio abstract from part two, chapter 3 of Raise Your Voice: A Cause Manifesto.
2014-03-0502 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be InsightfulBe insightful. We will embrace data as a means to telling our story and gaining greater insight into the outcomes of our mission. An audio abstract from Part Two, chapter Four of Raise Your Voice: A Cause Manifesto.
2014-03-0502 min
Everybody Brands with Brian SooyThe Cause Manifesto Be InspiringThe power of words inspires me. The right words, shared at the right time, give hope and purpose. Words create an expectation of reality; anticipation for what is promised, hope for what is to come. An audio abstract from Raise Your Voice: A Cause Manifesto.
2014-03-0502 min
Everybody Brands with Brian SooyThe Cause Manifesto Be EngagingBe Engaging — As in a conversation, listen as often as you speak to stakeholders, supporters and believers in your cause. From "Raise Your Voice: A Cause Manifesto."
2014-03-0502 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be GratefulThe true gift that is given is your supporter's trust. Money, services and time is an accompaniment to that gift. How you respond shows your donor that their gift is as meaningful to you as it is to them.
2014-03-0506 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be PositiveBe Positive. We will choose our words well, for they will motivate people to follow, donate, advocate, and believe in our cause.
Optimism is a better motivator than pessimism. Internally and externally, stakeholders will respond to positive messages with a positive response. A positive experience leads to deeper motivation and more engagement. Being positive affects everyone’s perceptions.
2014-03-0505 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be PowerfulBe Powerful. We will believe our cause is meaningful, and act in the belief that it has the power to change the world.
Power comes from strength: a courageous and engaged board; a confident and competent leader; a clearly articulated purpose; and a mission embodied by the character, culture, and voice of the organization.
2014-03-0504 min
Everybody BrandsRaise Your Voice: A Cause Manifesto Preface Audio AbstractAn audio abstract from the preface of Raise Your Voice: A Cause Manifesto by Brian Sooy.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-03-0501 min
Everybody BrandsRaise Your Voice: The Cause QuadrantYou need to position your organization as the voice of the cause, within a crowded and noisy marketplace. The path to clarity begins with awareness of where your cause is positioned in the mind of your audience, and what motivates them to support it.Download a FREE POSTER to transform your culture and helpyou apply the 12 principles of the Cause Manifesto from Aespire.com.Lead your team better when you read the top-rated book for building culture through mission-driven communications. Hosted on Acast. See acast.com/privacy for more information.
2014-03-0505 min
Everybody Brands with Brian SooyThe Cause ManifestoFour dimensions of communication and culture, 12 timeless resolutions of leadership for mission-driven leaders. These principles will help you align how your organization communicates its values through its purpose, character, culture, and voice.
2014-03-0404 min
Everybody Brands with Brian SooyThe Cause Manifesto: Be StrategicStrategy is not an option, it's a requirement of your mission. Every purpose-driven organization needs a strategic plan to guide its activity and communication.
2014-03-0402 min