Making the Cut Podcast - Episode 11

Hosts

• Chris Hill
• Sean Witer

Guest

• Bernadette Jiwa: Marketing and Branding Expert, Author

Episode Highlights

Introduction

• Chris and Sean introduce Bernadette Jiwa, a marketing and branding expert.
• Chris makes a joke about marketers automating tasks.
• Sean jokes about marketers not being on the same landing page.
• Discussions about Bernadette's books, particularly Marketing: A Love Story and Making Your Idea Matter.

Bernadette Jiwa's Background

• Background in hospitality, nursing, and running a startup in the UK.
• Fascination with marketing started at a young age with collectible marketing gimmicks on toy packaging.
• Transitioned to writing about branding, marketing, and storytelling.

Definition of Marketing

• Marketing is not about pushing a product but understanding why a brand exists and who it serves.
• Importance of starting with the customer's story, not just the brand's story.

Definition of Branding

• A brand creates meaning for people. A product with meaning is a brand; without it, it's a commodity.
• Example: Starbucks vs. regular coffee.

Importance of Storytelling in Brand and Marketing

• Storytelling creates meaning and differentiates a brand in a crowded market.
• Storytelling involves being story-driven, not just telling a story.
• Examples: Starbucks has a purpose-driven brand; Tesla focuses on sustainability.

Advice for Aspiring Entrepreneurs

• Importance of asking the right questions about the customer’s problem and how the product solves it.
• Story Strategy Blueprint available on Bernadette's website for entrepreneurs to better understand their customer.
• Example: Entrepreneurial Chef magazine focusing on aspiring food entrepreneurs who want to start but don't know how.

Discussion on Product and Market Fit

• Importance of understanding and starting with the customer’s needs and problems.
• Risks of falling in love with your own idea without considering the target market.
• Example: Successful small businesses and startups that start small, understand their market, and scale effectively.
• Example of a successful brand: Lune Croissanterie in Melbourne.

Mistakes in Branding and Marketing

• Organizations failing to connect their brand story to their market.
• Example of an unsuccessful international bakery expansion in Melbourne.
• Importance of authenticity and evocative experiences.
• Competitor example: Lune Croissanterie’s success through scarcity and product excellence.

Staying Relevant and Fresh

• Need to stay focused on brand’s purpose, vision, and values without being swayed by competitors.
• Example: Companies overreacting to market trends and losing their core identity.
• Benefits of remaining consistent in brand vision for sustained success.

Personal vs. Business Branding

• Same principles apply: knowing what you stand for, your values, and beliefs is essential for both personal and business brands.
• Examples: Gordon Ramsay's clear brand identity vs. Jamie Oliver's simplicity and honesty in food.

Bernadette's Upcoming Book: Hunch

• Focus on helping people trust their intuition and turn everyday insights into breakthroughs.
• Examples of successful entrepreneurs who trusted their instincts without existing data.

Key Takeaways

• Importance of simplification in marketing and branding strategies.
• Practical examples and advice on starting, scaling, and maintaining brand identity.
• Emphasis on storytelling and customer-centric approaches for sustainable success.

Quote from Bernadette Jiwa

"Go out and find some real people, listen to their stories. Don’t ask for the main point. Let the story run its course like flowing water. It will find its own way at its own pace. And if you’ve got the patience, you’ll earn more than you may possibly ever imagine."

Conclusion

• Encouragement for aspiring entrepreneurs to invest effort into thinking about their customer and their story.
• Closing remarks and look forward to the next episode.