Building a Beloved Brand: Insights from Andrew Leger
Written on
Understanding Your Audience
To forge a meaningful connection with your audience, it's essential to comprehend their wants, needs, and preferences. Tailoring your messaging can help create a strong bond, as your audience plays a pivotal role in your brand’s narrative.
In our exploration of how to establish a credible and cherished brand, I had the opportunity to speak with Andrew Leger, the Creative Strategy Director at Serendipit Consulting in Phoenix, Arizona. Andrew, a gifted storyteller, guides a team renowned for its innovative consumer engagement strategies. With extensive branding experience, he developed the unique Serendipit Brand Workshop, providing clients with a creative and engaging experience. Additionally, he serves as the President of the Boys & Girls Clubs of the Valley Connect Board.
A Journey into Branding
Thank you for sharing your insights, Andrew! Can you recount what led you to this career path?
From an early age, I found joy in writing and storytelling. During the summer of my junior year in college, I faced a dilemma: an internship at a Fortune 500 company that involved mundane tasks like coffee runs and data entry, or a copywriting position at a local ad agency that paid nothing. I chose the unpaid role at the ad agency, which set me on my creative journey. While I have strong opinions about unpaid internships in our field, I have no regrets about my decision.
A Hilarious Blunder
Can you share a funny marketing mistake from your early career and the lesson learned?
Reflecting on my early days, one instance stands out. As a coordinator, I was tasked with obtaining t-shirt quotes from a supplier. I sent the quote to the client, but the subject line mistakenly read "T-sh*t" quotes. Although this error may be lost to time, it taught me the importance of meticulous proofreading.
What Sets Serendipit Apart?
How does Serendipit distinguish itself in the competitive agency landscape?
In the agency world, clients often experience FOMO when selecting a firm. They may consult numerous agencies, each presenting different recommendations. At Serendipit, we prioritize what we call Agency Certainty. Clients frequently express that our brand workshops are unlike anything they've encountered before. We ensure our work meets their expectations by offering unlimited revisions — a rarity in the industry. Our expertise often leads to clients being eager to finalize projects without extensive edits.
Current Exciting Projects
Are there any intriguing projects you’re currently working on that could benefit people?
While we typically keep client projects under wraps until they launch, we are particularly excited about an upcoming initiative aimed at transforming the healthcare startup ecosystem. Additionally, we have several real estate brands in progress, and it’s always thrilling to see their signage go up as they take shape.
Brand Marketing vs. Product Marketing
In your view, how do brand marketing and product marketing differ?
The traditional distinction between branding and advertising feels outdated. Successful brands intertwine these concepts seamlessly. A compelling ad campaign often stems from solid branding, with ideas evolving organically throughout the branding process. At Serendipit, whether we're crafting a logo or brainstorming taglines, we consider how these elements will integrate into our marketing efforts. They are part of a unified, dynamic branding experience.
Investing in Brand Building
Why is it vital to allocate resources towards building a brand alongside marketing efforts?
In my opinion, executing effective marketing requires a strong brand foundation. Without a clear understanding of your brand's core values, your marketing efforts risk becoming aimless shout-outs into a void of unrecognized consumers. For sustainable success, it's crucial to foster emotional connections through storytelling — after all, why else would someone pay $90,000 for a pair of sneakers?
Key Strategies for Building Trust
What strategies should companies implement to cultivate a trusted brand?
Define Your Purpose & Value
Establish your brand's mission and understand what unique value you offer.
Know Your Target Audience
Invest time in understanding your audience’s desires and preferences to forge a strong connection.
Visualize Your Vision
Trust your creativity in design; avoid being mundane.
Maintain Consistent Branding
Use uniform fonts, colors, and design elements across all platforms for a cohesive presence.
Be Authentic & Share Your Story
Authenticity is paramount. Narrate your brand’s compelling story, showcasing your values and passion.
Create & Maintain a Brandfolio
A brandfolio captures your brand essence, serving as a comprehensive guide for your team and others seeking to connect with your brand.
A Standout Example
Which company exemplifies excellent brand building, and what can others learn from it?
Ben & Jerry's presents an outstanding brand book that reflects their core values across all actions. Despite being owned by Unilever, they stay true to their original vision. Instead of trying to replicate their success, focus on creating a brand that is authentic to your values and passions.
Measuring Brand Campaign Success
How do you assess the success of a brand-building campaign?
Quantifying success in branding is complex and varies across brands. Common methods include brand perception tracking, social media engagement, market share analysis, and customer loyalty metrics.
The Role of Social Media in Branding
What significance does social media hold in your branding strategy?
Brand stories unfold over time through conversations and interactions. Social media serves as a platform for global dialogues, allowing your audience to showcase their passion, thus enriching your brand narrative.
Inspiring a Movement
If you could inspire a movement for the greater good, what would it be?
I strive to give back to my community through my role at the Boys & Girls Clubs of the Valley. I envision a movement where everyone spends just one hour volunteering at a local Boys & Girls Club, leading to significant positive outcomes.
Favorite Life Lesson Quote
What is your favorite life lesson quote, and how has it influenced you?
"In the beginning the Universe was created. This has made a lot of people very angry and been widely regarded as a bad move." — Douglas Adams. This quote resonates with me as it highlights that no matter how well you execute your work, criticism will always exist. It's essential to stay true to your vision and collaborate with inspiring individuals.
Following Andrew Leger
How can readers connect with you on social media?
Thank you for this inspiring conversation, Andrew!