The Build Better Brands podcast is to inspire small business owners and help them realise that they don't have to be Nike to have a great brand, and the sooner they start to focus on making it better, the sooner they can improve their lives and the lives of others.
On the show I’ll be talking to business owners that have built brands from the ground up. Branding is how you present your best self to your audience consistently. And if they can do it, so can you!
ABOUT THE HOST - DANIELLE CLARKE
Danielle Clarke is a Brand and Marketing Consultant, University Lecturer and Business Owner. She spends her time consulting and working with business owners to help them attract and retain their best customers.
Empowering Black Businesses: Jamii’s Community-Driven Success Story
Épisode 75
jeudi 1 août 2024 • Durée 34:18
Danielle spoke with Courtney Ismain, Co-Founder of Jamii, which is a community and home for black British creators and makers. Jamii is a discovery platform for British brands on the up. A discount card that is a community giving users up to 40% off. They want to introduce you to the small businesses who know what you need.
KEY TAKEAWAYS
Courtney shares how Jamii came about from the first wave of the Black Lives Matter movement and how off the back of that, there was a growing interest in where people could find black-owned businesses.
The Jamii card, which is a discount card, incentivises people to go off the beaten track and discover new black-owned businesses they might not have heard of before.
Jamii is impact-driven and community is a really important part of what they do. Courtney explains how they always try to be easily accessible to make people feel involved and be action-led.
Courtney explains how Clear Channel approached Jamii to collaborate on their Compass initiative, aimed at supporting black-owned businesses. Together, they launched a competition that attracted hundreds of applicants, with ten winners receiving two weeks of free high-street advertising.
BEST MOMENTS
‘Customers, businesses and organisations alike, are able to kind of identify what we're about and align themselves with our mission and the opportunities present themselves because I guess these people who agree with our mission, they make themselves known and then we're able to work together, if that makes sense’.
‘The way we work with businesses, we kind of have a package called partnership. These are all the businesses that are our partners. We list their products and we send them regular opportunities’.
‘We decided that we want to refresh Jammie membership a little bit so something that we did in February was we hosted a focus group with some of our ride or die members. Honestly speaking, we're not trying to hide anything or make maybe membership look better than it is’.
‘We reached out to Airbnb. We asked them for a donation for a grant fund so they gave us 20,000 pounds and we were able to distribute that to four businesses, 5000 pounds each’.
Danielle Clarke is a Brand Strategist and spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
Danielle spoke with Susan C. Allen Augustin, Co-Founder & Chief Brand Officer of Here We Flo, which makes natural plant-based personal care for life’s messiest moments. They tackle sustainability and stigma with natural products and funny, feminist and fierce approaches.
KEY TAKEAWAYS
Susan shares how Here We Flo came about from meeting Co-Founder Tara in the toilets at The London School of Economics, to taking the business global.
Menstrual care brands have always been built around being discrete. Susan explains how they had to cut through a lot of cultural shame and embarrassment around menstruating, and build a dedicated fanbase.
Susan tells the story of how they won the Sky Zero Footprint Fund, which recognises brands that are committed to driving positive behaviour change and tangible impact towards a more sustainable future. This secured them £1 million worth of ad spend with Sky.
Here We Flo launched their products in Tesco recently, Boots is a long term partner who’ve quadrupled their distribution and they are soon to be launching with the UK’s second largest grocer.
BEST MOMENTS
‘It was really helped by a lot of progress around the climate change movement and recognising the damage that single use plastics were doing in the ocean. As a small business, there's only so much pressure you can put on your manufacturers or suppliers to use alternative materials’.
‘There's a reason why funny is first, and funny feminists and fierce is really using humour to break the ice, because there is generally a stigma and a shame that's been socialised around these topics’.
‘Early on, there was a tendency to challenge or question what we were doing, but we met in one of the top universities in the world. We did the research and Tara wrote a dissertation on the business case for this so what we were saying, we weren't saying flippantly’.
‘We were really intentional from the start to spend the time thinking about our mission, our vision, our values, and then we got to design our recruitment processes, which is super important. That's how you're bringing people into the company and those values are a part of that from that first phone interview’.
Changing lives through branding
Épisode 65
jeudi 14 mars 2024 • Durée 44:10
Danielle spoke with Matt Clutterham who is a transformational brand strategist and founding partner of Q Branch Consulting. He's also a speaker, board member and knows a lot about branding.
KEY TAKEAWAYS
Matt talked about his background in creativity, passion for graphic design and how his career in theatre lighting led him to the world of branding
Danielle and Matt discussed their love for branding and how storytelling and creating a feeling in the customer is key to a successful brand. Brand building is getting the customer to recall the business at every possible opportunity. The aim is to link the business and brand with a deeply emotional experience.
Matt explained how his business has changed since he started working with his partner, Jenny. Working together has allowed him to deal with the emotions and the audience psychology of building a brand that connects to people outside while Jenny deals with the people inside the brand and helping them control and build the right emotions that are going to accelerate what they are doing.
BEST MOMENTS
‘In psychology, they call it anchoring. That for me is the whole purpose of what we're trying to do when we build brands is to anchor our business and what we're doing with people because they're the people who are buying and they're also the people who are going to come and work for you and invest in you’
‘Overnight a team of people with diggers and machinery dug up all of the grass outside of City Hall in London and planted a fake UFO in a huge crater with smoke machines pouring smoke out of it. The press came down and are taking photos and we're like a UFO crashed in central London. We built the story up over a couple of days’
‘I think it comes down really to one question, which is a powerful question and it's hard to answer. What do we want people to feel?’
‘We want to help as many people with great ideas as possible, with the strategies and the confidence to take the action that will make all our lives better’
Branding and social media - working hand in hand
Épisode 64
jeudi 29 février 2024 • Durée 35:59
This episode is a recording of a live webinar Danielle did with Katie Brown, who is a social media marketing consultant. Katie helps small businesses, or SME's, refine and create a social media strategy that really speaks to their target market.
KEY TAKEAWAYS
Danielle and Katie discussed why brand consistency is important for building trust, why consistent branding on social media is really important, and how to translate branding onto social media effectively
Social media strategy and branding overlap. Often clients aren't really sure who they're trying to communicate with, what they're trying to say, how they want to come across. The starting point for branding and social media is to focus on this
If you want to actually make some progress and you want results and you want to know that what you're doing is actually moving you further towards your goal, then at some point you need to move away from reactive decision and become more strategic
BEST MOMENTS
‘I talk a lot about the social media funnel. You've got the top of the funnel which might be that first time that you see something or maybe I'll just give them a follow. Visibility, repetition, consistency is where we get to the middle of the funnel. You're building that relationship, you're building that trust which hopefully ends up with that person then reaching out or whatever it is you want them to do’
‘When I do strategy with clients we'll look at competitors and we'll look at who else is out there that's doing similar things. And the difference could be in price, the difference could be in terms of location and the difference could be in terms of efficiency or the quality of the product or how quickly they can turn things around. There's lots of different areas that you can look into to go or how are we different?’
‘It's about moving away from that idea of branding being a logo and a colour, and actually brand is more of a living, breathing thing. Your business, however many people are in, it doesn't matter if it's one or if it's 3000 it should still be this living, breathing thing that's made-up of human beings’
Branding: Working in it, building it, living it and learning from it
Épisode 63
jeudi 15 février 2024 • Durée 45:15
Whether you are a long time listener or you've just found us, thank you for supporting the show. Danielle wanted to highlight and look back on some of the incredible conversations she's been lucky enough to have over the previous 62 episodes and re-share some of the learnings that may help with your journey.
In this episode we hear from Kingsley Peters - founder and creative director of Kingel, Tze Ching Yeung from We Disrupt Agency, Sane Mafa from Studio M, global creative leader and brand strategy consultant Ezequiel Abramzon, the mental health PT James Roffey, personal brand manager Viktoria Jancurova and Ben Gallagher - veteran, athlete, explorer and keynote speaker.
KEY TAKEAWAYS
Are you a student looking to get into the creative industry? Hear about the skills you need to learn from being newly qualified to actually doing the job.
What about starting your own brand? You’ll hear how branding is a key part of a startup's birth and what you need to start building your brand.
You’ll also learn from people who are currently building their brands. What has their journey been like so far? What impact are they having on their customers?
BEST MOMENTS
Kingsley Peters: ‘One of the things I was kind of saying to them (students) is that when you come out of university you might have a craft, but actually you don't really know anything about the industry. As a creative director, I'm not looking for them to come into the business and know everything about everything. What I'm looking for them to come into the business with is passion and ideas’
Viktoria Jancurova: ‘I think of competitors as collaborators. They might have the same processes, they might have the same systems or similar, but they will never give branding the same personality as I do just because it's me. It's what makes me unique. My clients know exactly what they're going to get and that's a really important aspect to think about. Again, linking back to branding’
From Ice Hockey to Harry Potter: Radim Malinic's Creative Chronicles
Épisode 62
jeudi 1 février 2024 • Durée 01:03:05
Danielle interviewed Radim Malinic, Creative Director, Designer and best selling author. He lives and works in Southwest London and runs Brand Nu, a multidisciplinary award winning studio.
Before finding his calling in the creative industry, Czech born Radim was an ice hockey player, a bassist in death metal bands, an indie DJ, music journalist and student of Economics and Business management.
At the break of the new millennium he moved to the UK to explore the music scene, only to find even greater interest in art and graphic design. Since then his eclectic interests have seen him working with some of the biggest brands, companies and bands in the world. Clients include Harry Potter, London Film Museum, SyCo, Sprite, WWF and USAID amongst many others
KEY TAKEAWAYS
Mindfulness is important for Radim and he believes it’s especially useful in the creative industries; creatives have set a level of perfectionism, which may not even be possible. As a result we don’t always know when to stop. This is reflected in his book ‘The Mindful Creative’.
Radim has always loved trying different things. We discuss his new book releases - Creativity for Sale and The second Mindful Creative. Both books aim to provide anyone with a proven and tested framework for finding success in their career and systems to avoid burnout and stress.
BEST MOMENTS
‘I think my life motto is seeing something I like and thinking how hard is it to do? Let's give it a go and see if I can get through that entry point. OK, we'll do it for a while, if it doesn't work I'll just see something else. And I think, as a human beings, we are the collection of experiences of wins, failures, inspirations and information’
‘I can tell you 20 different ways we can avoid burnout yet people will go and burn out because we followed that passion and expression in us. But it's then realising, OK, I have made a mistake even though I knew it was coming. How do I get out of this? How do I recover? Because we underestimate recovery. We underestimate the impact of the problem because it takes you to recover as long as it took you to break yourself’
Never give up and make it happen!
Épisode 61
jeudi 18 janvier 2024 • Durée 46:01
Danielle was interviewed by Darren Jamieson for his podcast called The Engaging Marketeer. This episode of Build Better Brands revisits that episode where Darren asks Danielle lots of searching questions about her childhood and how she’s ended up doing what she does.
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
KEY TAKEAWAYS
Danielle Clarke has always got a buzz from solving problems, going right back to fundraising for her school as an infant, through to refusing to settle for unsuitable work experience at school, and on to responding to the heartbreak of redundancy by going it alone in a male-dominated industry.
As creative as she is determined, Danielle runs Danielle Clarke Creative, which specialises in branding, design and marketing solutions for the health, fitness and wellbeing sector.
BEST MOMENTS
‘My mum was a single parent and we didn't have much. I used to hate going home from school with these fundraising letters because I never wanted to ask my mum for money. I had this idea of doing a school magazine. Can't remember how much money we made but parents were buying them. That is the first memory I have of having a problem and feeling like I had the solving it’
On becoming self employed ‘The main thing was because I've been made redundant a few times and even that word redundant. It's horrible, isn't it? You are of no use. You are no longer needed. That is what that word means, which is horrible’
‘I think what I've learned (about being self-employed) is about having a balance, knowing when you need to take a break and understanding that there's always going to be something that needs to be done. There's always going to be quotes to do. There's always going to be emails to answer. There's always going to be work to do and it doesn't matter how long you work’
From Battlefield to Business with Ben Gallagher
Épisode 60
jeudi 4 janvier 2024 • Durée 48:48
TRIGGER WARNING We do talk about suicide in this episode. For support go to samaritains.org
Danielle spoke to Ben Gallagher. Ben is a veteran, athlete, explorer and keynote speaker. Ben suffered life changing injuries while serving in the British Army and now shares his experiences and how he's overcome lots of challenges, to help others.
KEY TAKEAWAYS
Ben served in the British Army and had a very successful military career. He was deployed worldwide on operational tours and exercises and embraced all of the opportunities that the military gives you.
In 2019 while serving in the British Army on active duty, Ben was involved in an incident where he received multiple gunshot wounds to his upper torso and blast and fragmentation injuries to both arms.
After a long period of rehabilitation Ben tried to be the soldier he was before the injuries but, unfortunately couldn’t cope physically or mentally. The effect of his injuries and having to leave a career he loved took him to a very dark place.
Ben has gone from that incredible low to competing in the Invictus Games, becoming a keynote speaker, a mentor to the next generation and has hopes of competing at the paralympics.
KEY MOMENTS
‘...Fortunately for me, I woke up the next morning, and I woke up because I was that broken and that committed to taking the pain away, that I drank a bottle of whiskey too quickly and it knocked me out’
‘In terms of the Invictus Games itself, it allows you to test yourself again, it allows you to be around like minded people. We all lost that connection when we were medically discharged from the military. So we all lost that comradeship, that humour and humility, the banter that flows through the military environment, you get all that back again. But you also get the sporting element as well’
‘I wanna prove to myself and my family, my kids, my loved ones, that I'm capable of pushing forward and continuing to be Ben. And be the person that I was in the military and so successful through my military career, that I can still be successful even though now I've got a disability and an impairment’
Ready Your Brand for 2024
Épisode 59
jeudi 14 décembre 2023 • Durée 44:39
Danielle co hosted a live webinar with Viktoria Jancurova - a personal brand manager who helps coaches, creatives or founders in creative spaces leverage their LinkedIn and really brand themselves as the go to experts that they are. Danielle and Viktoria talked about the power of branding and actionable takeaways to make your business ready for 2024.
KEY TAKEAWAYS
Danielle and Viktoria demonstrate an exercise you can do to check the power of your brand to make sure you are on track for the new year.
They discuss the differences between personal and corporate branding and the key elements to building a successful brand. They also share actionable tips so you can create a brand strategy for 2024
At the end of this LinkedIn live, which has been turned into a podcast, you’ll hear a selection of questions asked by attendees and the answers given by Danielle and Viktoria to help you take action.
BEST MOMENTS
Danielle responding to the question of what branding is: ‘One of the key things that I always try to say to people is there's a broader concept of branding beyond a logo. Branding is the sum of every interaction, every tactic, everything that you put out into the world’
Viktoria: ‘I see so many people just neglect their branding. They think that posting on LinkedIn or Instagram using colourful carousels and adding some colours to their brand, that's it. They have a logo but do they have a brand?
Danielle: ‘When you get it (branding) right and you do it consistently and you put out quality products or services that people know are going to solve their problems, they know that once they buy it, it's not going to let them down and you continuously reaffirm that, it builds trust’
Viktoria on how branding helps your business: ‘Your sales are made easy because if people recognise you, they’ve already established some trust, they already have certain feelings about your brand, they’ve already set their expectations on a certain level’
The business of resilience with James Roffey
Épisode 58
jeudi 30 novembre 2023 • Durée 01:04:28
Danielle interviewed James Roffey, also known as the Mental Health PT, is a well-being performance coach for CEOs, entrepreneurs, athletes & leaders. James is on a mission to change people's lives by improving their minds as well as their physiques.
KEY TAKEAWAYS
James talks about his early life as a promising footballer and how, when that career didn’t go to plan, it was the start of his battle with eating disorders.
After a long struggle with anorexia and then bulimia, James managed to work his way back to health and became a personal trainer. He talks about how his business focuses on mindset as its key pillar.
Becoming a PT wasn't straightforward as James broke his leg 3 times shortly after qualifying. He's now making great progress in his business and recently launched his own app for clients.
James speaks about his business journey, what he's learnt along the way and how he's driven to give clients the tools to get back control over whatever it is in their life that they are struggling with.
Authenticity is super important to James' brand; he made a deliberate choice to leverage his unique experiences. He recognises the power in sharing his story (which is pretty unique) and using his journey for positive impact—a calling he feels compelled to fulfil.
BEST MOMENTS
James talking about his journey to this point: ‘I was in hospital and my parents had to sign a do not resuscitate form. I was at such a high risk of going into cardiac arrest my kidneys were failing’
‘I think my core values are slightly different to your generic PT online coach. My most important pillar is your mindset and mental health’
'I love giving stuff back to people just as they've enabled me to do what I'm doing now. I want to give people value, for them to see what I can give them in a month, for free. Show them what I can do because I know I can help change people's lives'
Danielle Clarke is a Brand Strategist and spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
Sane Mafa on the importance of brand for Studio M: ‘I will literally have this conversation with the partners everyday - How are we sticking to who we say we are and can we practically say that's what we're doing as a brand. I think continuous reflection (is important) on what it is that your values are, your philosophy is, and how you are as a company and sticking with those things in a practical sense’
ABOUT THE HOST - DANIELLE CLARKE
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
‘I just liken it to like the highway of life and creativity. Imagine a 5 lane motorway and you've got the self-made, self certified millionaires bombing it in the in the fast lane in their little flashy cars and you're in a slip road going, I'm sort of happy here going 20 miles an hour in your bashed up Fiesta and this is my beginning’
ABOUT THE HOST - DANIELLE CLARKE
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
‘I love what I do. I love working with brands and helping to create better ones. I love talking to people. I don't get bored doing my job’
ABOUT THE HOST - DANIELLE CLARKE
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
On the message in his talks: ‘The word failure is something that comes up every time I talk and that's both with kids, the younger community and in corporate companies. If we're not failing, we're not trying. Failure is about learning and developing as human beings’
ABOUT THE HOST - DANIELLE CLARKE
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
On how he wants to be remembered: ‘As the person that never gave up? I think it would be that. I think you've gotta keep going. As the guy that went through all that stuff but still managed to have a happy family life’
ABOUT THE HOST - DANIELLE CLARKE
Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.
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