THE THOUGHTFUL ENTREPRENEUR PODCAST
The Branding Blueprint: Transforming Values into Profitable Businesses
In the latest episode of our podcast, Rachel Allen and Solveig Petch, co-founders of Triple Diamond, delve into the intricacies of branding and share their expertise on building legacy brands. Their discussion is a treasure trove of insights for businesses aiming to create a brand that not only stands out in a crowded market but also resonates deeply with their target audience. Here, we break down the key takeaways from their conversation, offering actionable advice and detailed explanations to guide you in your branding journey.
Rachel and Solveig emphasize that a brand should be a reflection of the business's core values and beliefs, rather than just a vehicle for profit. This approach ensures that the brand resonates authentically with its audience and stands the test of time. They highlight the importance of creating a unique value proposition that sets your brand apart from the competition and share a compelling case study of a client who successfully transitioned their expertise into a new field with the help of Triple Diamond. This underscores the importance of leveraging your unique strengths to create a brand that stands out.
Understanding consumer behavior and building trust with your audience are critical components of a successful brand. Rachel and Solveig stress the importance of market research, creating detailed customer personas, and utilizing behavioral analytics to refine your branding strategy. They also highlight the importance of working with clients who are willing to self-reflect and trust the expertise of branding professionals. By following the insights and actionable tips shared by Rachel and Solveig, you can build a brand that not only stands out in a crowded market but also resonates deeply with your target audience.
About Rachel Allen:
Rachel Allen is a fast-thinking, deeply nerdy marketer with 15+ years’ broad-ranging experience providing heart-led, data-driven outreach for businesses and nonprofs.
About Solveig Petch:
Solveig Petch, aka Petchy, is a values-centered, whip-smart brand strategist who’s spent the past 20+ years creating remarkable branding for the quietly rebellious for businesses all over the world.
About Triple Diamond:
We’ve built brands for some of the biggest (and smallest) businesses on the internet. Now, we’re combining our powers to create the Triple Diamond Brand package, where we take our 3+ decades of combined expertise, our deep commitment to human-first values, and our master craftsmanship to build your bigger picture business brand.
If you’re looking for something that goes beyond the typical “7 Days to a Brand You LOVE!”, or some disposable branding you buy off Fiverr, we’re the people you want in your corner.
You want to make an impact beyond your bank account. We want to partner with you to make it happen.
Links Mentioned in this Episode:
Want to learn more? Check out Triple Diamond's website at https://petchy.co/triple-diamond
Check out Triple Diamond on LinkedIn at https://www.linkedin.com/company/triplediamond/
Check out Rachel Allen on LinkedIn at https://www.linkedin.com/in/rcallenwriter
Check out Solveig Petch on LinkedIn at https://www.linkedin.com/in/petchy/
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Transcript
Speaker 1 (00:00:05) - Hey there, thoughtful listener. Are you looking for introductions to partners, investors, influencers and clients? Well, I've had private conversations with over 2000 leaders asking them where their best business comes from. I've got a free video you can watch with no opt in required, where I'll share the exact steps necessary to be 100% inbound in your industry over the next 6 to 8 months, with no spam, no ads, and no sales. What I teach has worked for me for over 15 years, and has helped me create eight figures in revenue for my own companies. Just head to up my influence. Com and watch my free class on how to create endless high ticket sales appointments. Also, don't forget the thoughtful entrepreneur is always looking for great guests. Go to up my influence. Com and click on podcast. I'd love to have you. With us right now it's Rachel Allen and Solveig Petsch aka Petchey. You are each the co-founders and brand Smiths with Triple Diamond. Your website is Triple Diamond Dot VIP. It's great to have you solving.
Speaker 1 (00:01:22) - And Rachel.
Speaker 2 (00:01:23) - Thank you so much. We're excited. Josh yes, we are so excited. Thanks for having us.
Speaker 1 (00:01:28) - Absolutely. Well, I'm excited to hear a bit about the work that you do, who you serve, and of course, you know, kind of tapping into your area of expertise today. So tell us a bit about Triple Diamond.
Speaker 2 (00:01:40) - Yeah. Well, Patty and I, we have both been highly experienced in our fields. I think we have a combined something about 40 years of experience between us. Petty's a brand consultant. I'm a master copywriter. We ended up working together on several projects, and we're like, you know what? What if we did this as a thing? So Triple Diamond is for big thinking businesses. we talk about building legacy brands, and that's what we do. We work together to build legacy branding for, businesses that are up to more than just trying to make a bottom line, because frankly, that's a bit boring. If you just want to turn the internet into your ATM, there's lots of people who can teach you how to do that.
Speaker 2 (00:02:13) - But if you actually want a legacy brand where the person to come to.
Speaker 1 (00:02:16) - Yeah, why is this so important today?
Speaker 2 (00:02:22) - Actually, I'm going to give that one over to you. Why do you think? Yeah.
Speaker 3 (00:02:26) - Well, you know what? Today more than whenever, really, it's it's so important to create something lasting and to create something that really connects with your audience. And I think it's something like a whopping, like 84% or something of consumers, actually make purchasing decisions now based on whether they, feel values aligned with a brand or not. so I think if there's ever a time to really sort of let your values and shine through and live, what you believe through your blood, through your brand. Then this is it.
Speaker 1 (00:03:02) - Yeah, I'd say, and I'd it really be interested to get your take on consumer behavior today. Both consumer behavior and consumers include all of us. Right. And and and why you know a brand or you know, this presence that that feels, you know, like a market leader, like like a legacy brand.
Speaker 1 (00:03:26) - you know, I got my, you know, I obviously I have my take on this and, you know, I would say that, you know, my observation is that audiences have never been more fickle because there's never been more noise and there's never been more choices out there. So it's one thing to get someone's attention for a couple of seconds. It's another thing entirely to keep that attention and then have that evolve into the sorts of engagements and relationships we're looking for.
Speaker 2 (00:03:55) - Oh, absolutely. I think I think you nailed it. I think consumer behavior is far more fickle, and consumers are far more sophisticated than they have been before, particularly in the online space. I think things that worked even a year and a half ago are just not working anymore, and businesses are having to up their game.
Speaker 3 (00:04:14) - Yeah, I agree, I totally agree, I've seen it so many times now, over and over again in the online space, especially, where people are teaching tactics and then people are copying the tactics and then they're teaching them to other people again.
Speaker 3 (00:04:31) - And you get this whole set of coaches, coaching coaches scenario. And so in the end, everything is just a big jumble of a lot of people and a lot of brands saying exactly the same things, doing exactly the same things. And to stand out from that, you really have to go at it from a slightly different angle.
Speaker 2 (00:04:51) - Yeah, absolutely.
Speaker 1 (00:04:51) - Agreed. You know, if we're not differentiating ourselves, then what do you have to compete on? I mean, you know, in realist, I mean, realistically, it's, you know, either you're going to have to lean on, you know, an established relationship or a personal relationship that you've previously earned because this isn't going to be the doorway to it or you're going to have to compete on price. And we all know that that's just a, you know, a toilet bowl flush to the bottom.
Speaker 4 (00:05:20) - Right, right? Exactly. I love.
Speaker 3 (00:05:22) - That expression.
Speaker 4 (00:05:24) - Yeah.
Speaker 2 (00:05:24) - Yeah, it's something I tell my clients all the time as well.
Speaker 2 (00:05:27) - With this is if you try to just follow all the other tactics and do what everybody else is doing and try to get loud, all that does is put you in an arms race with Coca-Cola. You are never going to have their marketing spend. So you have to be smarter about this because you cannot be the biggest. You just can't.
Speaker 1 (00:05:41) - so let's go maybe through some best practices in branding. So to our friend that's listening right now. you know, if they were to look at their overall branding, again, every branding expert says this. It's more than just your logo. Yes we know so so so you know, in that, you know, we generally know that brand encompasses everything that we communicate in our entire presence. And certainly, you know, what we communicate in every single way. what do you see working well in terms of how this then gets practiced or how we implement our branding? What what do you see that is? I think we've kind of talked about what doesn't work right.
Speaker 1 (00:06:29) - Just more kind of meta and and generic. how do we stand out today?
Speaker 2 (00:06:36) - Well, I think the foundation.
Speaker 4 (00:06:37) - Oh.
Speaker 3 (00:06:39) - Sorry.
Speaker 4 (00:06:39) - Rachel, keep. Oh.
Speaker 2 (00:06:40) - No. Go ahead. I was going to say, I think the foundation is you have to start with your values, which are unique to you. And of course, everybody's like, oh, honesty, transparency, integrity. And I'm like, okay. But really, like, come on, if this can't be everybody's values. Yeah. So that's where we start with Triple Diamond and we're like, okay, what do you actually care about? Why are you actually doing this? Because there are so many easier ways to go make a whole lot of money. But if you actually want to make a difference in your industry, that drive has to come from something much deeper. And so I think that's the foundation. And then, Petchey, I bet you were about to jump in with some implementation on that.
Speaker 3 (00:07:14) - Yeah. I mean, like once you've actually picked your values and defined them and you feel like, yes, this is me and this is what I stand for, then Then like, they're no good if you put them just in a drawer on a piece of paper to gather dust.
Speaker 3 (00:07:28) - So, these days it's more about figuring out how can you actually live those values and use those values as a compass as you, make decisions, in your day to day life as a business owner. So, like, most of us are going to come across less than ideal situations, we're going to find ourselves in a pickle sometimes. what you're going to do then, if you have your values, you can navigate, via your values. So you can lean on your values to ask yourself, okay, so how will I handle this situation in a way that will get me closer to where I want to be, and in a way that stays true to my values so that people see that I actually practice what I preach. I don't just say that I have these fancy words and they sound fantastic, but I actually back those words up by actions. So for instance, that could like that could also look like in your day to day business investments, like where do you spend your money like the companies that you choose to invest with, do you know that their values are aligned with you? Do you know that they're not at odds with the you know what you want to see in the world, the change that you want to see? so there's very much more to this than meets the eye.
Speaker 3 (00:08:47) - the logo is just it's just that we know that it's just an identifier, really, more than anything else.
Speaker 1 (00:08:55) - Yeah. So tell me about who you work with and what that looks like. What is that process. and what I can say, you know, just kind of add my endorsement. if to our friend watching right now, if you're serious about your legacy and you want to make life a lot easier for yourself because there's there's absolutely, you know, having gone through a very significant branding process with someone who truly understands this holistically and tying it into purpose, tying it into values. It just you attract people that share your common values and that's what you want. You don't want people that are just tire kickers saying, all right, what's your price? You want people that resonate because if they resonate, it's like they're already emotionally converted. Now they just need to figure. And I'm kind of talking maybe specifically about B to B, which is, you know, kind of my area. But, you know, I'll just add this endorsement is if you can work it out to, to work with a branding expert, someone who's truly a master in their field.
Speaker 1 (00:10:05) - it is a, a life change difference. Your sales calls are going to be different. Your volume of conversations is going to be different. And and it's because you are getting all of your communication and branding to do the heavy lifting for you, so that you just get to come on and reinforce what they've already been able to figure out. Well, how's that for an endorsement? I don't mean to answer all your you know, that's just my take on this. Yeah, I would love to hear what the experience like when you're working with a client. Like what that ends up looking like. What what is part of this whole engagement process?
Speaker 2 (00:10:40) - Yeah, absolutely. Well, I that's was a fantastic endorsement. Thank you so much. well, what we do, we work primarily with people who already are experienced in business. So we're talking people in the 7 to 8 figure range. Perhaps they are upgrading their brand, maybe they've outgrown it or they're doing something new, but they're not new at business.
Speaker 2 (00:10:57) - We're especially good with people who are looking. Maybe they're in series B funding or something equivalent to that, and they've been very successful, perhaps even in another industry. One of our our shining showcase clients was an extremely successful estate planning attorney who then moved into legal tech. And we were able to help her translate that expertise into this new field. So that's who we work with. And as far as how we do it, it's a three month process. it's a lot of, interplay on the front end in the first month. We do our calls, then Petchey and I go away and the client can do whatever they would like to do during that month. We do our work together. We'll still be in touch, but really we're head down focusing exclusively on their business. We only actually take on a very small number of clients at a time, so we can have high focus. And then the third month is all about presentation and refinement. So we'll come back, we'll show the client what we've done, and then we put the final tweaks on it and help them move forward with next steps and implementation.
Speaker 4 (00:11:51) - And I want to.
Speaker 3 (00:11:52) - Add into that, Rachel, if I can, that first month when we dive really deep, our client is so crucial to that part of the process because this isn't a done for you service. It's much more a done with you service. And our clients, they can't come to us and just like offload it to us to figure out what their brand is because they already know. They already have it inside their hearts, in their brains. They know, but they just need some help to dig and to refine and to distill what is already there. and with Rachel's help, they can then articulate what their brand is all about in in word so verbally or written. And then I my kind of jam is taking those strategic insights that we get in that sort of messy first months and turning it into that compelling brand identity that's going to communicate all of the facets of of what, their brand is all about.
Speaker 1 (00:12:55) - Yeah. is and I don't you can answer this any way you want for someone who's wondering if they're ready for it, is there? Certainly.
Speaker 1 (00:13:03) - I obviously they would be thinking about, you know, do I have the budget, you know, do I have the time? Is this, you know, should I prioritize this work or, you know, again, should I be continuing to hustle out there just trying to, you know, grow, grow, grow, you know, can you help them? Maybe someone who's on the fence or kind of in that consideration phase, you know, kind of understand the obligation. Right. And, and maybe they might be a little too early for this in terms of budget and, and that sort of thing, but who's kind of that sweet spot that you're working with and what do they need to bring to the table. Oh, that's aside from money.
Speaker 4 (00:13:46) - Right.
Speaker 2 (00:13:47) - I think the the most important thing is a willingness to self-reflect and dive deep. Honestly, I think having the business experience is great, having some form of expertise and success in another field that's kind of our you must be this tall to ride with this offer, because that gives you some mileage and some ways to understand how this works.
Speaker 2 (00:14:04) - But I think the most crucial thing is this willingness to self-reflect and really be like, okay, maybe I don't know the answers to this yet, but I am willing to go and figure it out, and I'm willing for it to be messy for a little bit, because those first couple calls, we're throwing a bunch of Legos on the table. We don't know what's going to happen. And it always sort of coalesces into this magical wonderfulness later. But I think that's the the main psychological factors that I would say people need to bring to the table.
Speaker 3 (00:14:29) - Yeah. And also when you when we work with those people who have been in business for a while and know what they're doing, what I find, especially when I work with my clients, is they are much more ready to let go of the process and trust us to actually do the work. that needs to be done for them. So, there's like there's something, something to be said for, for the hustling and phase. I mean, we've all been there, haven't we? And, but it will only work for, for so long.
Speaker 3 (00:15:00) - And when you get to that certain stage, you will just know that you're ready to hand it over to someone and that you are actually ready to put your trust in their expertise. and that's when we want to come in.
Speaker 1 (00:15:13) - Tell me a bit more about the clients that you've worked with and the outcomes that you've created. And I know you each come with a lot of industry experience, right?
Speaker 2 (00:15:22) - well, the one that we always love to bring out as our case study is, the estate planning attorney. they ended up founding another law firm called Merriweather Law. And their whole focus was to make very high level estate planning more accessible to people who maybe historically, wouldn't be able to access it, while still providing that very high level of elite care to the clients that they're used to working with. So we came together and ended up creating a brand for them in and actually supported them through their website build. And the brand was almost immediately featured. And and I'm sorry, I always forget the society who featured it like right away.
Speaker 3 (00:16:00) - the World Brand Design Society.
Speaker 4 (00:16:02) - Yes.
Speaker 2 (00:16:03) - It was, pulled out by the feature for that because it was it was just so on brand and it's so reflected what they were going for, which was expertise with this element of gentle disruption and just being able to walk that line and have moments where the client would say, oh my gosh, I feel like you read my mind Or how did you know I was thinking about that color? And then see that translate into a phenomenally successful business that was profitable from month one was just really wonderful.
Speaker 3 (00:16:31) - Yeah. As for me, I've worked with a lot of different clients in like a very wide variety of industries. for me it's more about the, the psychographics and the demographics of the people that I work with. so the common denominators for my type of client is that they want to create a positive change in the world, like, beyond their own bank accounts. and usually they've cobbled something together, like, on their own for a couple of years, and then they're realizing that.
Speaker 3 (00:17:02) - Do you know what? It's just not cutting it anymore. I'm outgrowing this DIY or this bootstrap brand that I did. I need to grow up. I need to put on my big girl pants now.
Speaker 2 (00:17:15) - It's time to be a grown up business, I love that.
Speaker 1 (00:17:17) - Yeah. Tell me. in terms of, like, before and after someone that you've worked with and, like, what they experienced.
Speaker 4 (00:17:25) - Yeah. So I think before.
Speaker 2 (00:17:26) - They, they know what they could be, but they also can see that they're not there yet and they don't know exactly how to close that gap. So they're like, oh, I know, like I can see and I have the good taste and the experience to see that other businesses are doing this better than me, but I don't know how to move there. And then afterwards, I think that they feel incredibly seen. They feel like that that dream or that vision for what their business could be has actually been articulated and brought out of them, and they have the fun of actually getting to work in that dream business for themselves without having the grind of working in a business that's kind of cobbled together or is not quite the perfect fit.
Speaker 1 (00:18:06) - Yeah. when somebody by the way, what is Triple Diamond? And and then when somebody does go to Triple Diamond VIP, what would you recommend their next steps be?
Speaker 2 (00:18:18) - Do you want to talk about what triple diamond is petty. That was your genius.
Speaker 3 (00:18:22) - I wouldn't call it my genius. There's this, there's this, design process model called the Double Diamond. I don't know if you're familiar with that, but it's basically got to do with how, when you're running a design process or a creative process of any kind, you start very sort of narrow. You have a focus, then you, diverge and then you converge again. And then this kind of draws out as a double diamond shape. and we wanted to add a third diamond because there are three diamonds in this collaboration. There's Rachel, obviously there's, myself, but there's also the client, so. And plus, our clients are often diamonds in the rough. You know, we just need to polish what they already have and and bring out the shine.
Speaker 3 (00:19:04) - So that's that's where that came from.
Speaker 4 (00:19:07) - And as far as next steps on.
Speaker 2 (00:19:09) - The site, just have a conversation with us. The site's pretty short and simple as we say. We've seen a lot of agencies use a lot of big words to really fluff things up. We use just some small, meaningful, impactful words, and we'd love to have a conversation if Triple Diamond seems like a good fit for you.
Speaker 4 (00:19:23) - Excellent. And when we.
Speaker 3 (00:19:24) - Say we'd like to have a conversation, we really do mean we just want to have a conversation. There's no sleazy sales tactics happening on our calls. So if it's not a fit for you, we're not going to push it.
Speaker 1 (00:19:35) - You know, as to be brand consistent. If anyone thinks by looking at your website or certainly hearing our conversation, and then they think that that's instantly going to turn into a sleazy conversation, I would be shocked and more, because that's not at all brand consistent with everything that you communicate. So. patchy aka solving patch. and Rachel Allen again co-founders and brand.
Speaker 1 (00:20:02) - What do we say? Brand.
Speaker 4 (00:20:04) - Brand.
Speaker 2 (00:20:04) - Smiths.
Speaker 4 (00:20:05) - Yeah! Smiths.
Speaker 1 (00:20:07) - You're. Yeah. Your website. Triple diamond VIP. Thank you each for joining us.
Speaker 2 (00:20:13) - Thank you so much.
Speaker 4 (00:20:14) - This is so much.
Speaker 1 (00:20:22) - Thanks for listening to the Thoughtful Entrepreneur show. If you are a thoughtful business owner or professional who would like to be on this daily program, please visit up my influence. Com and click on podcast. We believe that every person has a message that can positively impact the world. We love our community who listens and shares our program every day. Together we are empowering one another as thoughtful leaders And as I mentioned at the beginning of this program, if you're looking for introductions to partners, investors, influencers, and clients, I have had private conversations with over 2000 leaders asking them where their best business comes from. I've got a free video that you can watch right now with no opt in or email required, where I'm going to share the exact steps necessary to be 100% inbound in your industry over the next 6 to 8 months, with no spam, no ads, and no sales.
Speaker 1 (00:21:21) - What I teach has worked for me for more than 15 years and has helped me create eight figures in revenue for my own companies. Just head to up my influence. Com and watch my free class on how to create endless high ticket sales appointments. Make sure to hit subscribe so that tomorrow morning. That's right, seven days a week you are going to be inspired and motivated to succeed. I promise to bring positivity and inspiration to you for around 15 minutes every single day. Thanks for listening and thank you for being a part of the Thoughtful Entrepreneur movement.