Discovering Your Brand's True DNA and Avoid Boring Marketing with Richard Liverman

How can you develop a unique brand personality that stands out?

In this podcast episode, host Rob Lawrence interviews Richard Liverman about effective marketing strategies for startups and small businesses.

Richard discusses building a unique brand personality through curiosity and playfulness with customers. He explains that branding goes beyond logos, encompassing values, purpose, and customer experience.

Richard introduces the Johari Window model as a way of uncovering brand “blind spots”. He also highlights the importance of storytelling—encouraging businesses to be “the show, not the commercial.”

You'll hear practical tips on standing out, communicating your purpose, and ways to practice storytelling. Hear how to embrace authenticity and continuous improvement with branding your growing business.

In this episode, you'll learn:

Introduction & The Fear of Being Boring (00:02:00) Rob welcomes Richard and introduces the challenge of startups fearing generic, boring marketing.

Curiosity and Playfulness in Branding (00:02:46) Richard suggests staying curious and playful, using examples from his experiences and brand evolution.

Branding Beyond the Logo (00:05:44) Discussion on branding as more than just a logo—it's about values, purpose, and the holistic customer experience.

Identifying Your Brand’s Unique Value (00:07:52) Exploring how business owners can discover their unique strengths and “magic” using customer feedback and the Johari Window model.

Features vs. Benefits & The Power of Ordinary (00:10:48) Distinguishing between features and benefits, and realising how your ordinary can be extraordinary to others.

Be the Show, Not the Commercial (00:12:43) Richard explains the importance of storytelling and showing behind-the-scenes, rather than just selling.

Storytelling in Business (00:15:57) Introduction to storytelling as a business tool, with references to Jack Daniels and Donald Miller’s StoryBrand.

Positioning Your Customer as the Hero (00:16:50) Using Star Wars analogies, Richard explains why businesses should be the guide (Obi-Wan), not the hero (Luke).

Practical Storytelling Tips & The Value of Practice (00:20:06) Advice on practicing storytelling, embracing imperfection, and learning through repetition.

Authenticity and Off-the-Cuff Content (00:23:33) Discussing how spontaneous, authentic content often resonates more than polished, rehearsed material.

Standing Out & Personal Branding (00:24:48) Richard shares his approach to standing out, being authentic, and not being afraid to show personality.

Overcoming Fear and Embracing Individuality (00:28:08) Encouragement to break free from self-imposed constraints and embrace what makes your business unique.

Permission to Fail & Redefining Success (00:30:54) Richard discusses learning from failure, giving yourself permission to fail, and defining personal success factors.

Shifting Focus from Self to Customer (00:33:47) Advice on reducing fear by focusing on purpose, vision, and the people you serve.

How to Be Unforgettable (00:35:37) Tips for being memorable: start with why, use body language and tone, and focus on delivery, not just words.

Final Thoughts on Storytelling and Brand Freedom (00:39:13) Encouragement to practice storytelling, seek feedback, and enjoy the freedom of running your own business.

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