Building Brand Stories People Love

May 6, 2024

In this video, Tiffany Hardin, the founder of Gild Creative Group and Represent, discusses the importance of branding, which has been around for centuries, and how it builds trust and acquires customers. She encourages businesses to identify their authentic story and align it with their values, emphasizing the importance of shared values in building strong brand relationships.

Hardin also highlights the importance of engagement rate in influencer marketing and media buying, and the significance of exceptional customer service, personalized experiences, and community building in building successful brand stories. She encourages collaboration with good partners and finding influencers or talent that resonates with the brand’s values and audience. The key takeaway is that building a successful brand story involves consistency, emotional connection, and authenticity.

Key Insights

  • 0:14: Empowering brand storytelling through influencer marketing expertise and academic background.
  • 4:52: The evolution of branding from flashy to quiet luxury in the fashion industry.
  • 9:36: Creating emotional bonds with customers through storytelling and marketing tactics.
  • 14:21: Empowerment, self-acceptance, and diversity; the importance of aligning one’s personal values and beliefs with their brand.
  • 18:16: Enhancing brand sentiment and driving impressions for service-based companies through customer relationships.
  • 22:39:  Efficient time management and productivity are crucial in balancing work tasks and building consistent brand storytelling.
  • 26:34: Creating personalized experiences, fostering community, and showing appreciation to build brand trust.

Longer Transcript

  • 00:00: Tiffany Hardin, the founder of Guild Creative Group and Represent, a self-funded influencer marketing agency, shares her personal values and beliefs in building successful brand stories. She emphasizes the importance of intuition, relationships, and culture in influencer marketing. Hardin also mentions that brand narratives can drive sales and asks the audience to raise their hands if they have a brand guide or could draw their logo from memory. She then asks why people love certain brands and encourages them to share their reasons. Some examples given include Michael Kors, which offers relatable luxury, and Apple, which deeply resonates with people’s identities.
  • 05:00: Hardin discusses the importance of branding and the power it holds in building trust and acquiring customers. Branding, she explains, has been around for centuries, starting as a way to mark ownership and distinguish goods. Today, it’s about how individuals and businesses show up in the world and connect with people. The economics of trust play a significant role in customer acquisition, with trust leading to faster and cheaper sales. Conversely, a broken trust can lead to increased costs and longer acquisition times. The goal is to build emotional bonds between brands and customers using various tactics, such as influencer marketing and social media. Before doing so, it’s essential to understand the purpose of the business and what it aims to achieve.
  • 10:00: Hardin discusses the importance of identifying the authentic story behind a brand and who gets to tell it. She encourages brands to consider their values and the values of potential celebrity BFFs, asking who would best represent and align with their brand. The conversation highlights the significance of identifying shared values and how they can help build strong brand relationships.
  • 15:00: Hardin discusses the importance of aligning one’s personal values and beliefs with their brand. She emphasizes that every aspect of a brand, from its logo and font to its website and social media presence, should reflect the brand’s values and mission. She also distinguishes between product-focused and service-based businesses, explaining that while e-commerce brands prioritize conversion and sales, service-based companies focus on brand sentiment, awareness, and impressions. She encourages businesses to identify their key performance indicators (KPIs) and metrics to measure their branding success.
  • 20:00: Hardin discusses the importance of engagement rate in influencer marketing and media buying. She mentions that while impressions are important, engagement is crucial as it indicates who is actually engaged with the content. The speaker also emphasizes the significance of feedback from clients and influencers in evaluating the effectiveness of marketing efforts. Additionally, she acknowledges common pain points in the industry, including time management, managing and identifying good clients, and getting the right guidance and coaching to grow the business.
  • 25:00: Hardin emphasizes the importance of delivering exceptional customer service, creating a brand story, and sharing it consistently through various channels. She encourages collaboration with good partners and finding influencers or talent that resonates with the brand’s values and audience. Hardin also stresses the significance of personalized experiences, community building, and showing appreciation for customers. The key takeaway is that building a successful brand story involves consistency, emotional connection, and authenticity.

Learn more about Tiffany Hardin and her company Gild Creative Group. To learn more about ASD Market Week, find out what retailers should know

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