Hi, and thanks for checking out episode six of Kill the Ad Man. We welcome our first special guest Mr. Clayton Achen, as we discuss brand value and valuation. Clayton shares his insight as a CPA, a small business owner and an investor into what builds brand value and what role brand plays in the valuation of a company. As the founder of a modern, tech-based CPA firm, Clayton brings a unique perspective to our conversation. He discusses what lead him to invest in a local craft brewery and how brand value matters to small businesses just as much to the big corporate giants out there. And The Rant is back, as Rob points out that businesses not investing in their brand and marketing RIGHT NOW are missing an opportunity to get ahead.

Have feedback or a comment to make? Visit our contact page and drop us a note. Think we’re full of it? Completely agree? Fall somewhere in between? We’d be happy to hear from you.

If you want to learn more about what we do at Rebox – a B2B Brand Distillery, visit us at http://WeAreRebox.com

Thanks for listening!

Cheers,

Kevin M. and Mr. Rob

Takeaways

• You don’t need a million dollar budget to create brand value, you need a solid understanding of what your brand is and why you exist.
• Brand Value is an intangible that comes up when selling a business.
• Brand starts with purpose. Value comes out of the ability to deliver on that purpose.
• Business owners looking to monetize their business will get more at the end of the day by understanding their brand and its value.
• The functional role of the brand shouldn’t sit just in the Marketing side. It sits with the CFO and the corner office as well.
• Brand = Value. Value = Profit.

Re/Sources

• Achen Henderson CPAs
• Prairie Dog Brewing
• Prairie Dog Brewing Covid Opening Blog
• Interbrand Best Global Brands 2019
• Elon Musk, Twitter

Hi, and thanks for checking out episode five of Kill the Ad Man. You know, it’d be pretty easy for us to sit in an ivory tower and opine on all things B2B branding. But in 2018 we rolled up our sleeves and saw the world through our client’s eyes. We used the same process to rebrand our own firm like we would any other. The result was a change to a refocused—and much more clear—brand that spoke to our market. In this episode, we discuss how reBox Creative came to be, why we chose to rebrand the company, some of the steps we went through along the way, and we talk about how this process has worked for some of our clients as well. Rob explains why B2B became the big focus for the company, and we talk a bit about the changes to the visual parts of the Rebox brand that came out of the rebranding process

Was it a lot of work? Sure. It always is, no matter which client we’re working with. Was it scary and painful? At times, perhaps, but change typically is. The results have been very beneficial to our firm, and it’s our hope that you, the listener, will see that it isn’t ultimately as scary as you might think it is.

Have feedback or a comment to make? Visit our contact page and drop us a note. Think we’re full of it? Completely agree? Fall somewhere in between? We’d be happy to hear from you.

If you want to learn more about what we do at Rebox – a B2B Brand Distillery, visit us at http://wearerebox.com

Thanks for listening!

Cheers,

Kevin M. and Mr. Rob

This Episode's Takeaways

• It’s as simple as asking the first, and most important question: Why You? Exploring the answer to this question has been at the foundation of the Rebox brand since the beginning. And what you think is important, might not be the same as what the market thinks.
• When you answer that question, you’ll find a lot more to answer as well. Keep doing the work.
• Reworking the visual parts of the brand may be needed, but it will also require a shift in thought for everyone in the company. Remember, change doesn’t happen overnight.
• It can be a lot of work. But it results in growth, clarity and a clear path forward.

This Episode's Sources and Resources

• reBox Creative website, circa 2013 (via Archive.org)
• The current Rebox - a B2B Brand Distillery website
• Aria Solutions, a Rebox - a B2B Brand Distillery client

Hi, and thanks for checking out episode four of Kill the Ad Man. When we hear the words ‘brand consistency,’ it’s pretty easy to think of proper use of logos and fonts, colours and images. But brand consistency extends to every touchpoint a company has. And we mean EVERY touchpoint. From answering the phone to your business card to your website to your thank you cards, your brand and everyone who has ownership of it (ie. everyone in your company) must speak the same language, the same voice.

The Tower of Babel myth holds a pretty instructive lesson for brand owners and marketers: when everyone speaks the same language, incredible things are possible—think of what heights can be reached when everything is pulling in the same direction! But the flip side of the myth is also relevant: disaster looms when that unity of voice is broken.

It’s also important that a brand is presented consistently to create recognition in the marketplace. Brands need to own a space in the minds and hearts of their audience. With a well-distilled and consistently delivered brand, companies are able to generate enormous value, growth and loyalty. And yes, there’s data that supports this!

We share some big picture things that brand owners and marketers can do to help ensure a brand is delivered consistently, and we have some really great examples of companies that have owned their markets by adhering to the Four Commandments of Brand Consistency.

Still think brand consistency is about just the visuals? We hope you’ll see it’s about a whole lot more.

Have feedback or a comment to make? Drop us a note! Think we're full of it? Completely agree? Fall somewhere in between? We'd be happy to hear from you.

If you've got some value from this episode, share it with one person in your network. We are really passionate about building well-distilled and consistently delivered brands, and we can't do it alone.

If you want to learn more about what we do at Rebox - a B2B Brand Distillery, visit us at WeAreRebox.com.

Thanks for listening and cheers!
Kevin M. & Mr. Rob

This Episode's Takeaways

• Know Thy Brand
• For companies of any size: Be Consistent. It's easy to do and may feel boring at times, but it's critical to building a presence in the market.
• A brand standard isn't just a visual identity guide, it's a reference tool for your people to go to whenever there's a question. It includes the visual parts, but it holds the bigger picture as well.
• Make it easy to be "on brand." Empower your people to live the brand as well, and take the guesswork out of delivery on your brand.

This Episode's Sources and Resources

• Why Your Brand is the Most Important Asset You Have
• Brand Finance: Overview of ISO 10668: Brand Valuation
• Millward Brown - Brand Building: An Investment in Future Financial Success
• Martin Roll: The Secret to Starbucks’ Brand Success
• Brandland from Zendesk
• John Deere Core Values
• John Deere Presents | The Airstrip
• John Deere Presents | The Veteran
• Interbrand 2018 Best Global Brands