In this episode of The Pod Files, host Bogdan Bratis welcomed Giles Etherington, a branding expert and the founder of Brand Satellite. With over 30 years of experience working with global brands like Heineken, Volvo, and Kellogg's, Giles has honed the art of helping businesses stand out in their markets through effective branding strategies. This episode brought invaluable insights into the often misunderstood world of brand and branding, focusing on the critical concept of brand differentiation. Here, we get into the conversation to unravel actionable takeaways for businesses of all sizes.
Understanding the Difference Between Brand and Branding
A core part of the discussion between Bogdan and Giles was the distinction between "brand" and "branding." According to Giles, many small businesses get this fundamental point wrong, which often leads to ineffective marketing strategies.
Giles broke it down for listeners:
Branding - is about the visual components, such as logos, fonts, colors, and imagery. These visuals make a business recognizable in a sea of advertisements and marketing messages.
Brand - on the other hand, is about perception. It is the emotional and psychological connection people have with a business after they've recognized it.
Giles emphasized, "It's really important to think about your brand before your branding. Most small businesses often do it the other way around—they get a logo made without considering the essence of their business."
This nuanced understanding sets the foundation for effective brand differentiation, as businesses that skip this step risk blending in with their competition.
Why Brands Fail Without Differentiation
During the episode, Giles highlighted how crucial differentiation is for business success through a unique exercise he calls "competition bingo." He explained how he takes competitors' website content (like the homepage or about page), removes the names, and asks his clients to identify the source. What starts as an easy guessing game quickly morphs into an eye-opening realization: most businesses say the same thing.
"When you and all your competitors are saying the same thing, how are you helping them pick you?" Giles asked.
This underscores the importance of brand differentiation. Without a clear and unique message, even a superior product or service can be overlooked. Giles shared stories of businesses failing to make it past their fifth anniversary because they lacked a vision or consistent branding strategy. Differentiation is the key to stand out and thrive.
Steps to Build a Differentiated Brand
Giles outlined how businesses can start their journey toward brand differentiation:
1. Define Your Ideal Client:
Identifying your target audience is a core exercise. "When you try to talk to everyone, nobody listens," Giles explained. Ideal customer avatars (ICAs) can simplify this process. He used ChatGPT to craft examples for a client, creating three compelling personas that resonated with the client's needs. This approach highlights that differentiation starts with understanding whom you're speaking to.
2. Examine Your Competitors:
Giles encouraged listeners to not only research competitors but also view them from the perspective of their ideal clients. This mindset shift can uncover opportunities for differentiation and prevent businesses from sounding too similar to their rivals.
3. Leverage External Insights:
"When you're inside the jar, you can't read the label," Giles remarked, quoting one of his favorite catchphrases. This metaphor captures the difficulty of objectively assessing your business. Seeking external perspectives—whether through branding consultants, surveys, or focus groups—provides critical insights into how others perceive your offerings.
Using Emotional Connections to Differentiate
Beyond visuals and messaging, emotions play a vital role in brand differentiation. Giles explained that consumer decisions are largely dictated by the emotional part of the brain. Successful brands, such as Apple, evoke consistent feelings of luxury, reliability, or innovation through every customer interaction.
“Brand differentiation is about making an emotional connection with your ideal customer”, Giles explained. “Your branding should align with the experience you want people to have with your business.”
While visual branding plays a supporting role in reinforcing these emotions, differentiation is more about how a brand's narrative resonates with the client on a deeper level.
Overcoming Challenging Branding Scenarios
At one point in the episode, Giles and Bogdan discussed what to do when a brand suffers damage, such as through a public scandal or a major business mistake. According to Giles, authenticity and owning up to errors are crucial. “Admit you made a mistake, apologize, and stay true to your brand values,” he advised.
For brands starting from scratch with little financial resources, Giles also provided guidance. He urged new entrepreneurs to focus on understanding their ideal customer and differentiating themselves from competitors through meaningful messaging. "The initial steps to brand differentiation don’t have to cost money. But they will cost time and thoughtfulness,” he explained.
The Role of AI and Technology in Branding
Brand differentiation in today's digital age also involves leveraging tools like Artificial Intelligence (AI). Giles shared an example of using AI tools like ChatGPT to help clients create detailed customer avatars. However, he cautioned against fully outsourcing authenticity to AI.
"AI can provide a first draft but rewrite it to match your tone of voice. The danger with using AI too much is it takes away personality and audience trust," Giles warned. This pragmatic use of AI balances efficiency with the need for humanity, ensuring that messaging resonates with real customers.
Brand Differentiation in the Creator Economy
As Bogdan and Giles discussed trends in the creator-driven business landscape, brand differentiation emerged as a recurring theme. Podcasting, in particular, has become a powerful medium for businesses to establish their expertise, connect with audiences, and breathe authenticity into digital interactions.
Giles praised podcasting's ability to “build a person-to-person connection,” which brings life to a brand's narrative. Unlike traditional advertising, a podcast allows potential customers to see behind the curtain and believe in the brand's values.
Key Reasons Businesses Fail Without Focus on Branding
- No niche (or ideal client) - No vision - No marketing plan - Lack of consistency
Each of these points ties directly back to brand differentiation, which Giles positioned as the linchpin for sustained business success—especially for small enterprises. Simply owning a great product or service isn’t enough; businesses must communicate their unique value to the right audience in a consistent and compelling way.
Final Thoughts: Investing in Brand Differentiation
For businesses aiming to push past the five-year or even ten-year mark, prioritizing brand differentiation is essential. As Giles emphasized throughout the episode, understanding your ideal clients, differentiating yourself from competitors, and creating meaningful emotional connections are key steps toward long-term success.
Bogdan wrapped up the episode by highlighting the value Giles brings through his programs, like the “28-Day Brand Launchpad,” where small business owners build and refine their brands together.
Whether you're launching a startup or running a long-standing company, the insights from this episode of The Pod Files prove one thing: Brand differentiation isn’t just about looking different—it’s about connecting and staying memorable.
As Giles eloquently put it, "If you're saying the same thing as everyone else, how are you helping your clients choose you?"
Bogdan Bratis
CEO & Founder of Saspod. Podcast & Digital Marketing Expert, based in Glasgow, United Kingdom.
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