Brand & Culture 101 (Rebroadcast)

We've received a great response from you on our sonic branding episode, so we wanted to ride the wave and follow up with some additional content on small business marketing. This week’s episode originally aired in Season 2.

We interact with brands every day, so you might think you’ve got the concept all figured out. But experts know: looks can be deceiving. So, we sat down with some of those experts to get an unfiltered view of the branding process. 

Beth Flom and Andrew Bogucki are senior partners at New York brand innovation firm Tenet Partners —they help companies like Mastercard, Target and IBM build compelling and powerful brands. And they’re clear on one thing. A brand isn’t simply a logo or a tagline —it’s more than that. In fact, according to Cadence Bank’s own Chief Marketing Officer, Jackie Hooper, “brand is the essence of the company.” To be successful, your brand must feel honest and cohesive because it’s reinforced through every interaction that a customer has with your company. To achieve that, it must be built on a solid foundation: culture. But what is your company’s culture? And how do you translate that into a brand?

So, on this episode, we’ll hear from three brilliant marketing minds. They’ll share the keys to evaluating culture and developing a strong brand. You’ll learn how to ask the right questions, make key decisions and what small businesses can achieve —it’s more than you think.

Join us, as we corner the market on marketing with this brand new, on-brand episode!

Highlights:

• What a brand is–and isn’t (4:40)
• Where to start with branding: research (9:11)
• Culture is the foundation of brand (10:11)
• How to assess culture (11:16)
• Translating to visual identity (12:05)
• Both an art and a science (13:17)
• Navigating the emotions of branding (14:27)
• How your brand can influence your culture (16:57)
• Why employee training is integral to the process (17:30)
• Branding for small companies (19:01)
• Consistency and follow through (20:00)
• Takeaways on branding (21:09)

Links:

• Cadence Bank Website
• Cadence Bank Twitter
• Cadence Bank LinkedIn
• Jackie Hooper LinkedIn
• Tenet Partners Website
• Beth Flom LinkedIn
• Andrew Bogucki LinkedIn
• Harvard Business Review - Brand Is Culture, Culture Is Brand
• Harvard Business Review - Build a Culture to Match Your Brand
• LinkedIn - Two Sides of the Same Coin: The Relationship Between Brand & Culture

Feedback:

If you have questions about the show or topics you'd like discussed in future episodes, email our producers, [e-mail] or [e-mail].

What is In Good Companies?

Starting and running a business or managing one isn’t for the faint of heart. You’re balancing internal and external forces in a continually changing landscape. This is where Cadence Bank’s In Good Companies comes in. We share our wealth of knowledge–and insights from noted industry experts–to guide you through the forces shaping business today.

It’s hosted by Patrick Pacheco, an EVP and President of Cadence Asset Management and Trust, who has more than 25 years’ experience and is a self-proclaimed lifelong learner. He leads discussions with business owners and subject matter experts about how they’re tackling business challenges like:

● What are ways to grow my business without growing my debt?
● How can I turn my data into meaningful information?
● Why is company culture more important than ever?

It’s information you need, in one place, in under 30 minutes. More than 250,000 listeners tune in each week. Shouldn’t you?

ABOUT OUR HOST
With more than 25 years’ experience in wealth management for business clients and a penchant for hosting, Patrick Pacheco is an EVP and president of Cadence Asset Management and Trust, and presenter of the bank’s In Good Companies podcast, now in its fourth season.
His background features years of legal practice and multiple degrees, including a Master of Taxation from University of Houston, a law degree from Southern Methodist University, and both a Master of Business Administration and Bachelor of Science in Economics from University of Texas at Arlington.
Pacheco describes himself as a lifelong learner and someone who loves asking questions–probably the ones you’re thinking about too. He’s especially excited about season four because of the diversity of topics and guests who will not only share their wealth of knowledge, but listeners will also get tips and tricks they can use in their own businesses, careers and professional lives.