Latest / Hey Docs! / Branding Brilliance: Storytelling, Strategy, and Success in Marketing

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Branding Brilliance: Storytelling, Strategy, and Success in Marketing · Hey Docs!

• 0:05
  Speaker 1: Welcome to the Haydocks Podcast with your host Jill Allen.
• 0:08
  Speaker 1: In today's episode, we're diving deep into the world of
• 0:11
  Speaker 1: storytelling and branding with our very own marketing director Jesse
• 0:16
  Speaker 1: from Jill Allen and Associates. She will shed light on
• 0:19
  Speaker 1: how storytelling and branding has evolved, what makes a brand
• 0:23
  Speaker 1: instantly recognizable, and why strong branding is vital.
• 0:27
  Speaker 2: For orthodonic practices.
• 0:29
  Speaker 1: If you're looking to refine your brand and create a
• 0:32
  Speaker 1: lasting impression, this conversation is one you won't want to miss.
• 0:36
  Speaker 1: Let's get started, hay Docs. When it comes to marketing,
• 0:42
  Speaker 1: I keep hearing that you're frustrated and that you don't
• 0:45
  Speaker 1: know what you're paying for or even if your marketing
• 0:48
  Speaker 1: efforts are working. Are you wondering what your next marketing
• 0:52
  Speaker 1: move should be. I would suggest you contact Mary kay
• 0:55
  Speaker 1: Miller and her team at Kaleidoscope with their free digital
• 0:59
  Speaker 1: marketing audit. You will get answers and solutions to your
• 1:03
  Speaker 1: biggest marketing questions. Go to contact kl dot com to
• 1:09
  Speaker 1: request your free digital marketing audit today. When it comes
• 1:13
  Speaker 1: to websites, SEO and digital advertising, you don't know what
• 1:17
  Speaker 1: you don't know till you know find out what you
• 1:20
  Speaker 1: don't know today. That's contact kl dot com. Jesse. I
• 1:29
  Speaker 1: am so excited to have you on hay Docs with me.
• 1:32
  Speaker 1: Thanks for being here today.
• 1:35
  Speaker 2: So this has been a long time coming, and I
• 1:38
  Speaker 2: am so excited to be a guest on ADS. Thank
• 1:40
  Speaker 2: you for having me. This is going to be the.
• 1:42
  Speaker 1: Best it is and it's fun that we're kind of
• 1:44
  Speaker 1: doing this little series here. And one of the things
• 1:47
  Speaker 1: that I'm super excited about is I have surrounded myself
• 1:51
  Speaker 1: with some really smart people and you are one of
• 1:53
  Speaker 1: those really smart people that help make me so successful.
• 1:56
  Speaker 1: And so I'm excited to have you share some of
• 2:00
  Speaker 1: your knowledge with our audience and just kind of give
• 2:03
  Speaker 1: us some insight into what it means with marketing and
• 2:09
  Speaker 1: some of those things that go into making a practice
• 2:12
  Speaker 1: and a business successful. So one of the things I
• 2:15
  Speaker 1: like to do, as you know, when we start off Haydocs,
• 2:18
  Speaker 1: is have you tell the audience a little bit about
• 2:21
  Speaker 1: yourself and your role here at jel Allen and Associates.
• 2:25
  Speaker 2: Yeah, this is something I love to talk about because
• 2:28
  Speaker 2: it's coming up on ten years, ten years of you
• 2:31
  Speaker 2: and I working together in March, which I can't I
• 2:33
  Speaker 2: can't even believe like we've done so much together. You know,
• 2:37
  Speaker 2: we've grown and learned and just done business together for
• 2:41
  Speaker 2: so long now that this is like my little home.
• 2:44
  Speaker 2: So my role with jaa Anda started ten years ago,
• 2:47
  Speaker 2: and I was initially hired on as a consultant. So
• 2:50
  Speaker 2: I spent five years on your consulting team. I learned
• 2:54
  Speaker 2: so so much about business, about orthodonics, about just how
• 2:59
  Speaker 2: to do things better internal processes, and spent five years
• 3:03
  Speaker 2: doing that and sort of worked up into a management
• 3:06
  Speaker 2: role on the team over there. And then through that period,
• 3:10
  Speaker 2: I was also going to school, and so when I
• 3:13
  Speaker 2: graduated with my bachelor's in creative writing, it made sense
• 3:16
  Speaker 2: for me to sort of take a pivot to what
• 3:19
  Speaker 2: we now deem the marketing side of our company, which
• 3:21
  Speaker 2: was sort of at its infancy at that time. So
• 3:24
  Speaker 2: our marketing had always been done really organically, and so
• 3:27
  Speaker 2: it was a really great thing to be able to
• 3:29
  Speaker 2: step in and put some more thoughtful strategy into what
• 3:32
  Speaker 2: we were doing and how we were going to do
• 3:34
  Speaker 2: it and how we were going to increase our presence
• 3:36
  Speaker 2: in our little niche market. I'm a writer, I'm a storyteller.
• 3:41
  Speaker 2: You see my handiwork and our presentations and all of
• 3:45
  Speaker 2: our content and our branding, and my heart is definitely
• 3:48
  Speaker 2: in graphic design.
• 3:49
  Speaker 1: I have a.
• 3:50
  Speaker 2: Real love for the visual storytelling that we get to
• 3:53
  Speaker 2: do with a company. So yeah, so that's a little
• 3:55
  Speaker 2: bit about my work life. And then personally, I'm a
• 3:59
  Speaker 2: mom of two beautle boys and they are three and
• 4:03
  Speaker 2: six months, which just means that we live in the chaos, right.
• 4:07
  Speaker 2: I think there's not a single day that goes as
• 4:10
  Speaker 2: it should be planned, but we thrive in that and
• 4:12
  Speaker 2: our life is beautiful and we're very happy.
• 4:15
  Speaker 1: Yes, yes, And it is hard to believe ten years
• 4:18
  Speaker 1: while where have those ten years gone? And we could
• 4:21
  Speaker 1: we could just reminisce on from where we were when
• 4:24
  Speaker 1: you were first coming in to where we're at now,
• 4:26
  Speaker 1: and it has been such a as you said, you know,
• 4:29
  Speaker 1: beautiful journey, and it's been such a pleasure having you
• 4:32
  Speaker 1: on the team. And really, like most doctors who are
• 4:35
  Speaker 1: out there listening, it's so much fun to start a
• 4:39
  Speaker 1: business and then to watch it grow and to have
• 4:42
  Speaker 1: team members that can grow with you. And just looking
• 4:45
  Speaker 1: at when I first started, it was just me, and
• 4:47
  Speaker 1: then it was Jordan and then you and you know,
• 4:50
  Speaker 1: and just slowly adding a team and now we've got
• 4:53
  Speaker 1: management level director levels within a company and how fun
• 4:57
  Speaker 1: that is. So one of the things that I want
• 5:00
  Speaker 1: to just start off with is I want to talk
• 5:03
  Speaker 1: a little bit about and we're going to just go
• 5:06
  Speaker 1: kind of heavy into branding a little bit, because you
• 5:10
  Speaker 1: really help our business have a strong presence. And I
• 5:16
  Speaker 1: talk a lot about with doctors about brand confusion and
• 5:20
  Speaker 1: just there's so many places that we can put information out,
• 5:23
  Speaker 1: but it can feel very disjointed. And I feel like
• 5:26
  Speaker 1: you're the glue that holds JA and A together when
• 5:31
  Speaker 1: you know, whether it's what we're putting out on when
• 5:33
  Speaker 1: I'm out there speaking, or what's going out from the
• 5:36
  Speaker 1: visual component of the social media piece to the attire
• 5:42
  Speaker 1: that we wear. And so I'm wondering if we can
• 5:45
  Speaker 1: just talk about the word storytelling and what that means
• 5:51
  Speaker 1: in marketing, and if you can kind of talk let's
• 5:55
  Speaker 1: just take a little journey and history just even about
• 5:58
  Speaker 1: We'll be vulnerable with ja Anda and kind of talk
• 6:02
  Speaker 1: about how that evolution has come about, because gosh, if
• 6:06
  Speaker 1: you were to look back at where I was, you know,
• 6:09
  Speaker 1: I was the one who made my brand in PowerPoint.
• 6:11
  Speaker 1: If you can believe it. And what I was doing
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  Speaker 1: eighteen years ago to what we're doing now is very,
• 6:17
  Speaker 1: very different. So for anybody listening, you will always improve,
• 6:21
  Speaker 1: especially if you surround yourself with great people. But let's
• 6:25
  Speaker 1: talk about that a little bit. Yeah.
• 6:27
  Speaker 2: No, I love that this is where we're going to
• 6:28
  Speaker 2: start with this because there really has been this wonderful
• 6:32
  Speaker 2: evolution of growth and in the business, like on the
• 6:35
  Speaker 2: consulting side, but also in the branding, and I think
• 6:39
  Speaker 2: that what we saw is that they go hand in hand, right,
• 6:42
  Speaker 2: And that's where if you are a doctor and you're
• 6:46
  Speaker 2: sort of starting to dip your toe into starting your
• 6:48
  Speaker 2: own practice and you're starting to get things going, it's
• 6:50
  Speaker 2: so important you know that there has to be cohesion
• 6:54
  Speaker 2: across your entire business. And this isn't just about the
• 6:57
  Speaker 2: marketing fundamentals and you're in processes. It's about all of
• 7:01
  Speaker 2: the spaces where you are a visual company. So I
• 7:05
  Speaker 2: think when it comes to J and A's branding, right
• 7:07
  Speaker 2: like when we had first started, like it was a
• 7:09
  Speaker 2: logo like that.
• 7:10
  Speaker 1: Was three logo, three dots in a line, three dots
• 7:15
  Speaker 1: a line in a N.
• 7:17
  Speaker 2: And we were like, yes, this is great, and we
• 7:21
  Speaker 2: ran with that, and so you know, it took a
• 7:23
  Speaker 2: lot of I wouldn't say a lot of time, but
• 7:24
  Speaker 2: it definitely took some really intentional processes on our part
• 7:28
  Speaker 2: to be like, ooky, what does this logo stand for?
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  Speaker 2: And what does it mean? And what does it mean
• 7:32
  Speaker 2: to our company? And more importantly, what does our audience
• 7:35
  Speaker 2: need it to be? And I think that when we
• 7:37
  Speaker 2: think about branding and a lot of brand confusion, we
• 7:39
  Speaker 2: often tend to forget that, like, your brand has to
• 7:42
  Speaker 2: be what your audience needs it to be. That is
• 7:45
  Speaker 2: one of the most powerful things that we tend to
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  Speaker 2: forget when we place ourselves at the center of a
• 7:50
  Speaker 2: brand is that it has to be authentic to you,
• 7:52
  Speaker 2: but it also has to be an authentic experience for
• 7:55
  Speaker 2: the target audience that you have, Right, you have to
• 7:57
  Speaker 2: incorporate what they need out of your company and your branding.
• 8:01
  Speaker 2: And so in Ja and A's history, right when we
• 8:03
  Speaker 2: had started with a logo, we sort of had this
• 8:05
  Speaker 2: blank slate on what a lot of this was going
• 8:07
  Speaker 2: to look like, how are we going to sort of
• 8:08
  Speaker 2: evolve into what it was that our audience needed us
• 8:11
  Speaker 2: to be. And so you work through those processes on
• 8:14
  Speaker 2: the consulting side of things, where we're figuring out what
• 8:16
  Speaker 2: packages we want to be able to offer and how
• 8:18
  Speaker 2: things are going to like shift over there. But on
• 8:21
  Speaker 2: a forward facing level with our marketing, it took a
• 8:25
  Speaker 2: lot of thought around, like what is our messaging going
• 8:28
  Speaker 2: to be, what is our authentic storyline, and how are
• 8:31
  Speaker 2: we going to incorporate that into our different platforms. So
• 8:34
  Speaker 2: I think with storytelling marketing, and I should say, before
• 8:37
  Speaker 2: we get too deep into this, for anybody who doesn't
• 8:41
  Speaker 2: really know what storytelling marketing is, it's about cohesion. But
• 8:45
  Speaker 2: it's really about crafting a narrative around your brand and
• 8:48
  Speaker 2: your company that helps your target audience to relate to
• 8:51
  Speaker 2: what it is that you do, so your services, your product,
• 8:54
  Speaker 2: whatever that might be. And there's a lot of implications
• 8:57
  Speaker 2: for doing it wrong. If you're missing the market you
• 9:00
  Speaker 2: don't have it figured out, there's a huge opportunity there
• 9:03
  Speaker 2: that you're missing out on when we're not crafting something
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  Speaker 2: that is relatable to the people who are in front
• 9:10
  Speaker 2: of us. And I think for Orthodonics, I think Davin
• 9:13
  Speaker 2: from Wild Smiles just talked about this on an episode
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  Speaker 2: a little bit ago about creating an authentic experience in
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  Speaker 2: your practice and how you need to use that as
• 9:20
  Speaker 2: a marketing tool. And he's so right, he's so spought
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  Speaker 2: on with that. It's about being what your audience needs
• 9:25
  Speaker 2: you to be, and that authentic experience. You have to
• 9:29
  Speaker 2: make sure that it's seamless across the internal parts of
• 9:32
  Speaker 2: your practice. When a patient walks in the door, they've
• 9:34
  Speaker 2: got to get the same feeling and the same experience
• 9:36
  Speaker 2: as they receive when they go on to your website,
• 9:39
  Speaker 2: as they do when they jump onto your social media pages.
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  Speaker 2: And I think that the really cool thing about storytelling
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  Speaker 2: in marketing is that it's as humans, we are so
• 9:48
  Speaker 2: primed to receive information in that way. So much of
• 9:52
  Speaker 2: human evolution has been centered around stories being passed down
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  Speaker 2: from generation to generation, and so whenever we are faced
• 10:01
  Speaker 2: with making a decision on a purchase, especially a larger one,
• 10:04
  Speaker 2: it's really easy for us to buy into a story
• 10:07
  Speaker 2: rather than just a product. And so when we're talking
• 10:10
  Speaker 2: about where JA and A has come, we pned in
• 10:13
  Speaker 2: on like launch your vision, shape your future, right, because
• 10:17
  Speaker 2: that's what we believe in, and we believe in consulting
• 10:19
  Speaker 2: done different. We want to take a practical approach to
• 10:22
  Speaker 2: practice management These are all of the things that I'm
• 10:24
  Speaker 2: sure our listeners have heard just from having contact through
• 10:27
  Speaker 2: us through the podcast. The other thing about our brand
• 10:30
  Speaker 2: that I think is really special and unique is obviously
• 10:32
  Speaker 2: we have an amazing leader and like the north star
• 10:36
  Speaker 2: of our company, right, she's our guiding light. And so
• 10:39
  Speaker 2: it was really important for us to infuse your energy
• 10:43
  Speaker 2: into the brand. And so obviously when you made your
• 10:45
  Speaker 2: logo and PowerPoint, it was colorful, it was bright, it
• 10:49
  Speaker 2: was so Jill, and so we had to take those
• 10:52
  Speaker 2: elements and work with them because that was an authentic
• 10:54
  Speaker 2: part of our origin story, your whole story which you've
• 10:58
  Speaker 2: shared on the podcast. We had have elements of that
• 11:01
  Speaker 2: in all of the things that we were doing in
• 11:03
  Speaker 2: order to make it relatable. Because you are our face,
• 11:07
  Speaker 2: you are our brand, and so we have to make
• 11:09
  Speaker 2: sure that when anytime somebody has a touch point with us,
• 11:12
  Speaker 2: anytime that somebody is interacting with our company, that they
• 11:14
  Speaker 2: feel that Jill energy across all of our platforms.
• 11:18
  Speaker 1: Yeah, I love that, And again, why I choose to
• 11:22
  Speaker 1: surround myself with smart people because I couldn't just do
• 11:25
  Speaker 1: this on my own, and you've really helped bring that
• 11:28
  Speaker 1: out and I'm wondering, as you were saying that, if
• 11:31
  Speaker 1: you were to talk to a doctor, because I think
• 11:34
  Speaker 1: especially with startups, I was there, Guys, I was there.
• 11:37
  Speaker 1: It's so hard to know. Like the Jill that I
• 11:41
  Speaker 1: am now and the Jill Allen and associates that we
• 11:45
  Speaker 1: are now eighteen years later is very, very different than
• 11:49
  Speaker 1: the Jill that was starting going. I don't even know
• 11:53
  Speaker 1: people in this industry, but I want to be a consultant,
• 11:55
  Speaker 1: you know, and I have something here, and I think
• 11:58
  Speaker 1: that's probably one of the scariest things for startup doctors especially,
• 12:03
  Speaker 1: But I also think for doctors who are coming in
• 12:06
  Speaker 1: and doing an acquisition is from a startup perspective, who
• 12:10
  Speaker 1: am I? How do I do this? I might not
• 12:13
  Speaker 1: even have really worked for myself. I've always been under
• 12:16
  Speaker 1: somebody else's brand potentially like what does that mean? How
• 12:20
  Speaker 1: do I know how to start setting my story? But
• 12:22
  Speaker 1: also as an acquisition, I think sometimes it's like, well,
• 12:26
  Speaker 1: somebody else's story, right, somebody else's brand.
• 12:29
  Speaker 2: Right.
• 12:29
  Speaker 1: I'm wondering if you don't mind, just you did great
• 12:33
  Speaker 1: about kind of talking about how we did it, but
• 12:35
  Speaker 1: maybe just a point or two for doctors that are
• 12:37
  Speaker 1: startups or acquisitions in maybe just how do they kind
• 12:41
  Speaker 1: of kick off and knowing that it's going to evolve,
• 12:44
  Speaker 1: because I think that's the thing is it's not a
• 12:46
  Speaker 1: stick it and pick it because if we stuck it
• 12:48
  Speaker 1: and picked it eighteen years ago, woof, would we would
• 12:52
  Speaker 1: not be where we are today?
• 12:55
  Speaker 2: Yeah, I mean that's exactly it. You know, when you're
• 12:58
  Speaker 2: a startup and you're getting to pick your brand, and
• 13:00
  Speaker 2: I want to speak to startups first because I want
• 13:02
  Speaker 2: to say that there are so many marketing companies vying
• 13:05
  Speaker 2: for your coin, right and they all are going to
• 13:07
  Speaker 2: offer you great services. And truthfully, we are fortunate in
• 13:11
  Speaker 2: our industry where we have a lot of companies that
• 13:13
  Speaker 2: are here doing really great work for our clients. But
• 13:16
  Speaker 2: the thing of it is is that nobody is going
• 13:18
  Speaker 2: to look out for your business the way that you will.
• 13:20
  Speaker 2: And it's really important that whenever you are sourcing a
• 13:25
  Speaker 2: marketing company who's helping with your branding or your digital
• 13:28
  Speaker 2: ads or any part of your marketing efforts, that you're
• 13:32
  Speaker 2: really educating yourself along the way, because nobody's going to
• 13:36
  Speaker 2: look out for your ROI like you will. So when
• 13:39
  Speaker 2: it comes to sort of dipping your toe and starting
• 13:43
  Speaker 2: to get into your brand. If your brand isn't solid,
• 13:47
  Speaker 2: if you're not getting an authentic brand that matches your story, right,
• 13:51
  Speaker 2: So if your visuals don't line up with the story
• 13:54
  Speaker 2: that you're trying to tell, your brand will feel incohesive,
• 13:58
  Speaker 2: it will feel messy. And so when you're working with
• 14:01
  Speaker 2: these companies, I just I want to encourage everybody to
• 14:05
  Speaker 2: be vocal about what it is that you want and
• 14:07
  Speaker 2: as much as I can. In JIL, I know you
• 14:09
  Speaker 2: and I've talked about this a lot, like stop putting
• 14:11
  Speaker 2: a tooth in your logo, right, like, because what does
• 14:14
  Speaker 2: that say? What does that say to your demographic, to
• 14:18
  Speaker 2: your patient a biggerffect, It says that you're interchangeable because
• 14:21
  Speaker 2: if for other people in your area have tooths in
• 14:24
  Speaker 2: your logo, it's not recognizable and it's not memorable. And
• 14:27
  Speaker 2: that's really what you need to be searching for, is
• 14:29
  Speaker 2: you need to be able to stand out and make
• 14:31
  Speaker 2: yourself unique in your area. That's what makes a strong,
• 14:34
  Speaker 2: recognizable brand. And for an acquisition who's already sort of
• 14:38
  Speaker 2: coming into some pre existing branding where you're going to
• 14:42
  Speaker 2: have to kind of juggle what is already known about
• 14:45
  Speaker 2: the practice it's really going to be a slower transition.
• 14:48
  Speaker 2: It's not going to be something that you can just
• 14:49
  Speaker 2: sort of like flip overnight. You have to rework the
• 14:53
  Speaker 2: biases that might already be in the community. And so
• 14:56
  Speaker 2: I think that anytime that you are stepping into a
• 14:59
  Speaker 2: new practice, their branding might look good, but is it
• 15:03
  Speaker 2: authentic to you? Is it the story that you want
• 15:06
  Speaker 2: to tell? Does it give off the visual representation of
• 15:10
  Speaker 2: what you feel is important in your practice, Because I
• 15:14
  Speaker 2: think that you have to start there. You can pour
• 15:16
  Speaker 2: tons of money into digital ads and you won't get
• 15:19
  Speaker 2: anywhere if what they are seeing online doesn't match what
• 15:23
  Speaker 2: they're going to get in the practice. If the digital
• 15:26
  Speaker 2: ad is putting out a brand or a logo that's outdated,
• 15:29
  Speaker 2: nobody's going to click on it. And so I think
• 15:31
  Speaker 2: that you really have to sort of start in this
• 15:32
  Speaker 2: foundational area of like identifying the brand that you have
• 15:37
  Speaker 2: doesn't match what you want it to be. Is it
• 15:39
  Speaker 2: a part of your story? Like does it uphold your
• 15:41
  Speaker 2: core values and your vision for the practice. And if
• 15:44
  Speaker 2: it doesn't, you have to start in the brand and
• 15:47
  Speaker 2: you have to redo the logo, and you have to
• 15:48
  Speaker 2: redo the colors and you have to really think about
• 15:50
  Speaker 2: the fonts and I could nerd out all day on
• 15:53
  Speaker 2: like the intricacies and like the practicality of like what
• 15:56
  Speaker 2: you choose and why. But it has to start there
• 16:00
  Speaker 2: because that's really where you're going to be able to
• 16:03
  Speaker 2: create a brand and a practice that is something that
• 16:07
  Speaker 2: people want to go to. It has to be unique
• 16:09
  Speaker 2: and it has to be authentic to you.
• 16:11
  Speaker 1: Yeah, that's great. I love that it's so practical. It
• 16:14
  Speaker 1: feels sometimes like it's hard. It's hard when you're starting
• 16:18
  Speaker 1: up to know how to put your fingers on it.
• 16:20
  Speaker 1: It almost feels like it's not tangible. But I can say,
• 16:24
  Speaker 1: having been a business owner that has started and gone
• 16:27
  Speaker 1: through this process, that you also have to just be
• 16:30
  Speaker 1: okay to voice your opinion with the people you're working
• 16:32
  Speaker 1: with because you know, even you know, Jesse, you and
• 16:35
  Speaker 1: I we've went back and forth a lot on I
• 16:38
  Speaker 1: don't think that resonates with me or I feel really
• 16:41
  Speaker 1: good about this or that, and you know, doctors, I
• 16:43
  Speaker 1: just want to tell you out there, like empower you
• 16:46
  Speaker 1: to have a voice just because you are working with
• 16:50
  Speaker 1: a company or somebody that's smarter than you. You know,
• 16:52
  Speaker 1: in a certain area doesn't mean that they always know best,
• 16:56
  Speaker 1: and so to be able to advocate for yourself. Jump
• 17:00
  Speaker 1: back onto the storytelling. I know I kind of took
• 17:03
  Speaker 1: us on a rabbit hole there, but I just wanted
• 17:05
  Speaker 1: to latch onto that for a minute. Yeah, when we're
• 17:08
  Speaker 1: kind of talking about brand and then as you were saying,
• 17:11
  Speaker 1: kind of the story telling around your brand, and I
• 17:16
  Speaker 1: think it's important for people to understand they're two different things.
• 17:19
  Speaker 1: There's the brand component, our logo kind of how that
• 17:22
  Speaker 1: all is going to look, and then the story around
• 17:25
  Speaker 1: our brand. I'm wondering if you can kind of talk
• 17:28
  Speaker 1: a little bit about what are you seeing or where
• 17:31
  Speaker 1: do you think storytelling with brands are heading in the future.
• 17:37
  Speaker 2: Yeah, So, I actually this is a really great place
• 17:39
  Speaker 2: to go. And I get really excited about this too
• 17:42
  Speaker 2: because I think that for a really long time, right,
• 17:45
  Speaker 2: Like we've talked about, storytelling has been a part of
• 17:48
  Speaker 2: the human experience for a really long time, and I
• 17:50
  Speaker 2: think it sort of hit its peak probably in like
• 17:53
  Speaker 2: the nineties and the two thousands, and I think a
• 17:55
  Speaker 2: really good example of this, So, did you ever watch
• 17:57
  Speaker 2: American Idol like in its heyday? Yep, yep, right, who
• 18:01
  Speaker 2: did it? Everybody did. Like I can remember being I
• 18:04
  Speaker 2: think I was like nine, and I was like, Mom,
• 18:06
  Speaker 2: we're not going to miss American Idol tonight. Like this
• 18:08
  Speaker 2: was before you could stream it, right, so like you
• 18:11
  Speaker 2: had to be on the couch ready to watch it.
• 18:13
  Speaker 2: One of my favorite parts of American Idol was being
• 18:16
  Speaker 2: able to watch all of the auditions because you saw
• 18:20
  Speaker 2: the good, the bad, the ugly, like the whole spectrum
• 18:23
  Speaker 2: of what somebody could do with their voice and singing.
• 18:26
  Speaker 2: And Simon Cow of course, like do you we all
• 18:28
  Speaker 2: watched it for that, yeah, right, But I happened to
• 18:30
  Speaker 2: tune into it probably like two or three years ago,
• 18:33
  Speaker 2: and it was so different in what I had remembered
• 18:37
  Speaker 2: because so much of what American Idol is now a storytelling,
• 18:41
  Speaker 2: which is used in a way that I don't think
• 18:44
  Speaker 2: a lot of people consciously realize. Right. So now it's
• 18:47
  Speaker 2: like two seconds of auditions and then you get this
• 18:49
  Speaker 2: five minute backstory on the singer, and it's most of
• 18:53
  Speaker 2: the times like this gut wrenching sort of story where
• 18:55
  Speaker 2: you're like, oh, mane, you like want to sob and
• 18:56
  Speaker 2: cry for them, right, and they're doing this. They're doing
• 19:00
  Speaker 2: this because they want you to buy into that person
• 19:02
  Speaker 2: and follow their journey throughout the show, right, because that
• 19:04
  Speaker 2: increases viewership for them. And so what we see in
• 19:09
  Speaker 2: storytelling branding right now is there's almost a little bit
• 19:12
  Speaker 2: of a manipulative quality right where they're using stories at
• 19:16
  Speaker 2: large right to get people to buy into things by
• 19:18
  Speaker 2: using these really like high read emotional sort of sound
• 19:21
  Speaker 2: bites of things. And so what I think is happening
• 19:24
  Speaker 2: is that when you are encountering something like that for
• 19:28
  Speaker 2: so long on commercials, on your shows, on your different
• 19:32
  Speaker 2: social media platforms, you start to get a little bit
• 19:34
  Speaker 2: of like story fatigue, right where you're like, I just
• 19:36
  Speaker 2: I don't want to listen to somebody cry anymore, Like
• 19:39
  Speaker 2: I can't, like I emotionally cannot do the highs and
• 19:41
  Speaker 2: the lows with you this frequently all of the time.
• 19:45
  Speaker 2: So when we saw everybody sort of really dig into
• 19:47
  Speaker 2: this storytelling marketing, that's sort of where we landed, right.
• 19:51
  Speaker 2: It's just like very tremultuous version of like how do
• 19:56
  Speaker 2: we get somebody to buy in? And it was a
• 19:57
  Speaker 2: lot about playing and manipulating emotions. And then TikTok came along,
• 20:02
  Speaker 2: and TikTok is different in the sense that you're getting
• 20:06
  Speaker 2: a very authentic version of somebody's story, and so we
• 20:11
  Speaker 2: become almost primed to sniff out when somebody is using
• 20:15
  Speaker 2: a story to manipulate us. Right, we have kind of
• 20:17
  Speaker 2: like honed in on wait a minute, like this doesn't
• 20:20
  Speaker 2: feel right, And a lot of the times it's a
• 20:22
  Speaker 2: subconscious gut reaction. It's why you scroll really quickly or
• 20:24
  Speaker 2: you decide to turn off a show. But TikTok really
• 20:27
  Speaker 2: opened a whole new portal to storytelling and marketing, and
• 20:31
  Speaker 2: it's why influencer marketing has become so powerful because we
• 20:36
  Speaker 2: know if Simon Cowell got up and preached about how
• 20:39
  Speaker 2: great American idol was, we'd all be like, yeah, yeah,
• 20:41
  Speaker 2: well of course you like it because it benefits you.
• 20:44
  Speaker 2: But with influencer marketing, right, you're getting a secondhand account
• 20:49
  Speaker 2: of why somebody else thinks that your company is really great,
• 20:52
  Speaker 2: and we buy into that more as an audience and
• 20:54
  Speaker 2: as a consumer. We want to hear the unbiased version
• 20:58
  Speaker 2: of the story and why somebody likes it. So with
• 21:01
  Speaker 2: where it's sort of heading, I do see that like
• 21:04
  Speaker 2: Generation Z, gen Z and Gen Alpha, they want to
• 21:06
  Speaker 2: interact with brands in a different way than gen Z
• 21:10
  Speaker 2: or gen X and millennials have. You know, they are
• 21:13
  Speaker 2: very invested in sort of the do goodness of the company,
• 21:18
  Speaker 2: and they can get into that because of social transparency
• 21:23
  Speaker 2: through these social media outlets, and interestingly enough, we get
• 21:28
  Speaker 2: to kind of see in real time what happens when
• 21:32
  Speaker 2: companies set a storyline and they fail to uphold it,
• 21:36
  Speaker 2: which you and I have talked about this right which
• 21:38
  Speaker 2: this story comes from a couple of months ago. With
• 21:41
  Speaker 2: Kite Baby. It sort of happened at the turn of
• 21:44
  Speaker 2: the years in twenty twenty four, and I was pregnant
• 21:46
  Speaker 2: at the time, so I was like all about the
• 21:48
  Speaker 2: baby stuff. But for those listeners who might not know,
• 21:50
  Speaker 2: Kite Baby was a company who was dedicated to selling
• 21:55
  Speaker 2: mom and baby products for three years and under. And
• 21:59
  Speaker 2: this was a company whose entire brand story was focused
• 22:02
  Speaker 2: on mom and baby. First, we do all of these
• 22:06
  Speaker 2: really great things for mom and baby. Our products are
• 22:09
  Speaker 2: non toxic and they're the best types of products for
• 22:11
  Speaker 2: your baby. And then they had this employee who had
• 22:14
  Speaker 2: adopted a nick you baby, and that baby wasn't able
• 22:18
  Speaker 2: to be discharged to go home for an extended amount
• 22:21
  Speaker 2: of time, and so she'd come back to the company
• 22:23
  Speaker 2: and she'd asked, hey, can I work remotely because you're
• 22:27
  Speaker 2: a mom and baby company, right, this is what we
• 22:29
  Speaker 2: believe in. You should be able to support me in this,
• 22:31
  Speaker 2: and they told her to pound sand. It went viral.
• 22:34
  Speaker 2: It went everywhere, right, And so for any company that
• 22:38
  Speaker 2: is or for any orthodonist that is out there and
• 22:42
  Speaker 2: you're creating and crafting your brand story, you had better
• 22:45
  Speaker 2: be able to back it up because you have people
• 22:48
  Speaker 2: who have a phone in their hand and a camera
• 22:51
  Speaker 2: attached to it, and really a lot of access to
• 22:54
  Speaker 2: how you do what you do, and they're going to
• 22:57
  Speaker 2: call you out on it if you're not willing to
• 22:59
  Speaker 2: talk the talk and walk the walk. So I think
• 23:02
  Speaker 2: that there's like this really interesting duality when it comes
• 23:05
  Speaker 2: to storytelling marketing because we have to utilize it, but
• 23:08
  Speaker 2: we have to utilize it very thoughtfully and very intentionally.
• 23:11
  Speaker 2: And when you're crafting that brand, you really need to
• 23:13
  Speaker 2: make sure that with cancel culture being a thing, that
• 23:17
  Speaker 2: you're prepared to stand up to what your brand says
• 23:21
  Speaker 2: it will. So I think whenever we're talking about really
• 23:24
  Speaker 2: digging into brands and where those things are going, that's
• 23:27
  Speaker 2: where my mind tends to leave. And right now we're
• 23:30
  Speaker 2: talking a lot about like the audio part, we're talking
• 23:32
  Speaker 2: about what are you hearing in the storyline, But there's
• 23:35
  Speaker 2: also this really large visual representation of a brand that
• 23:37
  Speaker 2: also has to follow through on the story and with
• 23:41
  Speaker 2: what you say you're going to do, because there are
• 23:44
  Speaker 2: subconscious gut reactions that happen on a visual standpoint that
• 23:48
  Speaker 2: we have to take into account when we're crafting these
• 23:51
  Speaker 2: sort of things. I always sort of think about if
• 23:53
  Speaker 2: you're a restaurant, like if you're in Thornton, Colorado, which
• 23:56
  Speaker 2: is where I live right and there's any restaurant going
• 23:58
  Speaker 2: in down the street and you're on your face spoke
• 24:00
  Speaker 2: apps right your next door and you see You're like, oh,
• 24:02
  Speaker 2: there's this great new restaurant that's going in and everybody's
• 24:06
  Speaker 2: talking about it. In the owner It's like, this is
• 24:07
  Speaker 2: going to be this great, high quality, high end steakhouse.
• 24:10
  Speaker 2: I can like just picture like all the brush bronze
• 24:13
  Speaker 2: elements all across the you know, like the fifty dollars
• 24:16
  Speaker 2: a plate, and then you walk in. It opens and
• 24:19
  Speaker 2: you walk in and you get gun through two d's right,
• 24:21
  Speaker 2: like you can't it's a miss in the branding right,
• 24:25
  Speaker 2: Like the branding and the story and what you're promoting
• 24:27
  Speaker 2: in your community has to match what they get when
• 24:30
  Speaker 2: they walk in the door. So when we're going into
• 24:33
  Speaker 2: the future of storytelling branding, we have to avoid that
• 24:36
  Speaker 2: story fatigue. You've got to make sure that like your
• 24:39
  Speaker 2: storyline is authentic, but it's not manipulative, and that you're
• 24:43
  Speaker 2: also willing to back up whatever it is that you're
• 24:45
  Speaker 2: going to say, and that your visuals match it.
• 24:47
  Speaker 1: Yeah. Hey, docs, let's talk about smile Sweet because it's
• 24:52
  Speaker 1: not just another scheduling system. It's a game changer in
• 24:56
  Speaker 1: the world of new patient management. And as a proud
• 24:59
  Speaker 1: smile Sweet partner, I've witnessed the incredible impact it has
• 25:03
  Speaker 1: on practices of all sizes. Smile Sweet means your new
• 25:07
  Speaker 1: patient calls and web leads are expertly handled seven days
• 25:10
  Speaker 1: a week, even during nights and weekends, and they offer
• 25:14
  Speaker 1: top notch customizable presentation software and seamless post consultation follow up.
• 25:19
  Speaker 1: It's like having a secret weapon for your practice's success.
• 25:23
  Speaker 1: Curious dive into the revolution at getsmilesweet dot com and
• 25:28
  Speaker 1: don't forget to mention Haydocks to unlock some extra goodies.
• 25:32
  Speaker 1: Elevate your practice with smile sweet, because every smile deserves
• 25:37
  Speaker 1: a suite of excellence. Great storytelling. There are great analogies there,
• 25:42
  Speaker 1: just because I think that really does kind of help
• 25:45
  Speaker 1: pull that together for us and what we're doing. And again,
• 25:48
  Speaker 1: what we have done with JA and A. What I
• 25:51
  Speaker 1: see doctors who are successful at kind of creating their
• 25:55
  Speaker 1: brand story is you just cannot have that conflict. And
• 26:00
  Speaker 1: in past have joked about it as catfishing a little bit,
• 26:03
  Speaker 1: which I know is an old analogy to anybody out there,
• 26:06
  Speaker 1: but still, you know, we can't be saying or presenting
• 26:10
  Speaker 1: or being one thing and then patients come in and
• 26:13
  Speaker 1: have a totally different experience in our practice and then
• 26:15
  Speaker 1: expect that they're not going to share it. And I
• 26:18
  Speaker 1: think that's the good and the bad of where we're
• 26:20
  Speaker 1: at right now. Everybody has a phone with them and
• 26:24
  Speaker 1: everybody has instant access. The sad part is, I see
• 26:28
  Speaker 1: it's so much easier to put up a bad review
• 26:31
  Speaker 1: than a good review. People will be like, oh, they
• 26:33
  Speaker 1: were great, I love them, and in their minds they're thinking,
• 26:36
  Speaker 1: how wonderful you are, but it's very hard for them
• 26:38
  Speaker 1: to actually get on that phone and give that good review.
• 26:40
  Speaker 1: But man, if they felt like they didn't experience what
• 26:44
  Speaker 1: they thought they were going to get or didn't have
• 26:46
  Speaker 1: whatever they were looking for, it's really easy for them
• 26:49
  Speaker 1: in the moment to be like, Yep, here we come Google,
• 26:52
  Speaker 1: you know, yeah, and yeah, here we come phone out.
• 26:56
  Speaker 1: Let me take a picture of what I'm seeing here
• 26:58
  Speaker 1: happen in the office. So cautionary tale for sure. So
• 27:02
  Speaker 1: let's talk a little bit about So we're kind of
• 27:05
  Speaker 1: setting the scene for the story of a business and
• 27:09
  Speaker 1: kind of laying some of this foundation for what we
• 27:12
  Speaker 1: should be doing as business owners in kind of getting
• 27:15
  Speaker 1: our tail out there. We'll say, but let's talk about
• 27:19
  Speaker 1: brand recognition, yeah, and what that means to practice success
• 27:26
  Speaker 1: or to a business's success. And I'm wondering if you
• 27:29
  Speaker 1: can talk a little bit again, you know, thinking that
• 27:32
  Speaker 1: we've got a lot of younger doctors that are starting
• 27:34
  Speaker 1: their businesses or people who are starting their businesses, let's
• 27:37
  Speaker 1: talk a little bit about what it means to become
• 27:42
  Speaker 1: recognizable because it just doesn't happen overnight. I mean, I
• 27:45
  Speaker 1: would love to say it, but even from JNA, it
• 27:48
  Speaker 1: took a long time for people to even be like
• 27:51
  Speaker 1: who is this Jil Allen, you know, and jel Alan
• 27:53
  Speaker 1: and associates. What are these yeah, exactly what are these
• 27:57
  Speaker 1: three dots in a line all about? Here? So I'd
• 28:00
  Speaker 1: love for you to kind of talk a little bit
• 28:01
  Speaker 1: about that.
• 28:02
  Speaker 2: Brand recognition is actually something that I was exposed to
• 28:05
  Speaker 2: really early on. So, like, fun story here. Back in
• 28:08
  Speaker 2: the day, when I was at the ripe age of sixteen,
• 28:12
  Speaker 2: I worked at Starbucks. And at the time, this was
• 28:15
  Speaker 2: like a cool job to have, right because like I
• 28:16
  Speaker 2: wasn't like flipping burgers at McDonald's, and so to me,
• 28:19
  Speaker 2: I was like, you know, like I'm the barista. Start.
• 28:22
  Speaker 1: I got a really big title.
• 28:24
  Speaker 2: I've got the cool title. So the really cool thing
• 28:27
  Speaker 2: that was happening at the time, though, is I worked
• 28:29
  Speaker 2: my way up to a team trainer and so they
• 28:30
  Speaker 2: would kind of do it and come in and they
• 28:31
  Speaker 2: would do these seminars about some of the company initiatives
• 28:35
  Speaker 2: and what it was that was happening in the larger
• 28:38
  Speaker 2: corporate world in general. And so at the time Starbucks
• 28:42
  Speaker 2: was going through a rebrand that I was working there,
• 28:44
  Speaker 2: and I remember this so like because this was really
• 28:47
  Speaker 2: my first sort of like introduction into the marketing world,
• 28:50
  Speaker 2: and I thought, I remember thinking this was so cool.
• 28:52
  Speaker 2: But Starbucks was trying to prove that their brand was
• 28:55
  Speaker 2: so recognizable that they didn't even need to have the
• 28:58
  Speaker 2: word Starbucks in their logo for somebody to recognize that
• 29:02
  Speaker 2: it was the coffee shop, right, So, like, if you remember,
• 29:04
  Speaker 2: the old Starbucks logo used to be a circle, and
• 29:06
  Speaker 2: it used to say Starbucks Coffee and it was some
• 29:08
  Speaker 2: stars and then the siren was always in the center,
• 29:10
  Speaker 2: and like, if you look at the logo now, it's god,
• 29:13
  Speaker 2: it's not there there you know, Starbucks written anywhere of
• 29:16
  Speaker 2: that cup. The point it was such a power move
• 29:18
  Speaker 2: at the time for them to be able to be
• 29:19
  Speaker 2: like I don't even have to have my name and
• 29:21
  Speaker 2: the logo for you to have brand recognition. And so
• 29:24
  Speaker 2: we see this in large companies like Nike the swoosh,
• 29:26
  Speaker 2: Like if you see the swoosh, you know it's Nike.
• 29:28
  Speaker 2: You don't need to see Nike written now. And so
• 29:31
  Speaker 2: I think when we think a lot about what brand
• 29:33
  Speaker 2: recognition means, it's really about the iconography around the brand,
• 29:37
  Speaker 2: Like what are the things that stand out that you
• 29:40
  Speaker 2: use consistently that make the brand recognizable Because it's very
• 29:45
  Speaker 2: rarely just the name. It's usually an image because that's
• 29:47
  Speaker 2: just the psychology behind branding. Like for us, it's the
• 29:51
  Speaker 2: three dots. That's what we try to use over and
• 29:54
  Speaker 2: over and over again. And even more so for us
• 29:56
  Speaker 2: in our JA and A branding, we focus on the colors.
• 29:58
  Speaker 1: Yep.
• 29:59
  Speaker 2: Because when I do a pre for you, any of
• 30:01
  Speaker 2: the listeners that have been able to witness a Jail
• 30:04
  Speaker 2: Allen presentation, which is an amazing thing to set through
• 30:08
  Speaker 2: the design elements of those presentation. I don't put our
• 30:11
  Speaker 2: logo on every single slide, but you should feel the
• 30:14
  Speaker 2: brand on every single slide because I'm really infusing it
• 30:17
  Speaker 2: with the colors. And so the same thing has to
• 30:19
  Speaker 2: be done for practices on their social media. Right, you
• 30:22
  Speaker 2: probably don't need your logo on every single thing, but
• 30:25
  Speaker 2: you do need your brand colors, You do need your symbols.
• 30:29
  Speaker 2: Whatever the icons are that you're going to be using
• 30:31
  Speaker 2: in your brand, those have to be the things that
• 30:33
  Speaker 2: you're using all of the time because that's what creates
• 30:36
  Speaker 2: brand recognition. So I love using that Starbucks analogy just
• 30:40
  Speaker 2: because it was something that I was pretty to as
• 30:42
  Speaker 2: it was happening. But I also think that there are
• 30:44
  Speaker 2: other elements of what makes a brand recognizable other than
• 30:48
  Speaker 2: just what you see. And taking another note out of
• 30:52
  Speaker 2: the other industries who have already done this right, companies
• 30:55
  Speaker 2: spend millions of dollars every single year into ensure that
• 31:00
  Speaker 2: if you go to Starbucks in Thornton, Colorado, you're going
• 31:03
  Speaker 2: to get the exact same experience that you do when
• 31:05
  Speaker 2: you go to Starbucks in Times Square, New York. Right,
• 31:08
  Speaker 2: there is something about the consistency in that too, Like
• 31:11
  Speaker 2: if I go to Starbucks here, I'm going to get
• 31:13
  Speaker 2: a green straw, I'm and I put it in my
• 31:14
  Speaker 2: little clear cup, and I'm going to do the same
• 31:17
  Speaker 2: thing in New York. And so that's what makes the
• 31:19
  Speaker 2: brand recognizable, is it's the consistency in both the experience, right,
• 31:23
  Speaker 2: the authentic experience and what you see visually. And that's
• 31:27
  Speaker 2: where the story comes into play, right, is the story
• 31:29
  Speaker 2: is sort of the makeup of all of those different
• 31:31
  Speaker 2: things accumulatively. So I think that that's a really important
• 31:35
  Speaker 2: point to make, is that the esthetic gets you really far,
• 31:39
  Speaker 2: but you have to have the consistency and the experience
• 31:42
  Speaker 2: in order to really make it recognizable.
• 31:44
  Speaker 1: So that's sort of remind us, Yeah, I love that,
• 31:48
  Speaker 1: and you know, I could just sit and listen, and
• 31:50
  Speaker 1: I know we talk about these things all the time,
• 31:52
  Speaker 1: but it seems so basic and yet it's not. It's
• 31:58
  Speaker 1: actually so intense tensal that it is basic. But you
• 32:03
  Speaker 1: know what I mean, like like, it's so basic, but
• 32:07
  Speaker 1: yet it's so intentional. And I think if doctors who
• 32:10
  Speaker 1: are listening, if you'll just think about that, and when
• 32:13
  Speaker 1: you're working with your team and you're working, whether you're
• 32:16
  Speaker 1: starting off doing your social media and you're pulling all
• 32:21
  Speaker 1: of your marketing together, because it isn't just social media.
• 32:24
  Speaker 1: It's the scrubs that you wear. It's the branded tennis
• 32:27
  Speaker 1: shoes that maybe you have your team to. You know,
• 32:30
  Speaker 1: when you're out and you're doing a community event and
• 32:33
  Speaker 1: you're doing a tabling event, is it that same feel,
• 32:37
  Speaker 1: that same experience that somebody comes up and they're like, oh,
• 32:40
  Speaker 1: that's my orthodonest? Are they getting that same feel and
• 32:45
  Speaker 1: look and consistency or does it feel like, oh that's
• 32:50
  Speaker 1: my orthodonest?
• 32:51
  Speaker 2: Right?
• 32:52
  Speaker 1: You know? And I think one of the.
• 32:55
  Speaker 2: Really interesting things about our industry too, which is not
• 32:58
  Speaker 2: something that you encounter in most other facets of healthcare
• 33:01
  Speaker 2: is that, like when you go to your primary care physician,
• 33:03
  Speaker 2: there is an experience that you expect from there, and truthfully,
• 33:05
  Speaker 2: it's probably not going to change much as time goes on. Right,
• 33:08
  Speaker 2: Like it is what it is because of insurance and
• 33:11
  Speaker 2: things like that because you have to go there. But like,
• 33:13
  Speaker 2: at the end of the day, a lot of orthodonics,
• 33:15
  Speaker 2: it is like an electable procedure. So there is a
• 33:18
  Speaker 2: sales and marketing element to this facet of healthcare that
• 33:22
  Speaker 2: we don't really see anywhere else. So you really do
• 33:24
  Speaker 2: get to create this really cool experience that patients don't
• 33:27
  Speaker 2: expect from other healthcare providers. So like when you are
• 33:30
  Speaker 2: at the tabling event, right and they get to see
• 33:32
  Speaker 2: their orthodontists, like, make it something special because it's not
• 33:35
  Speaker 2: what people expect.
• 33:37
  Speaker 1: Yeah, yeah, yeah exactly. So let's just talk a little
• 33:41
  Speaker 1: bit about strong branding. We've been talking about that already,
• 33:46
  Speaker 1: but let's flip that switch a little bit and talk
• 33:50
  Speaker 1: a little bit how can poor branding affect what we're
• 33:54
  Speaker 1: doing because you know, again, a lot of times I
• 33:57
  Speaker 1: have docs that are like, yeah, yeah, that's something I'll
• 34:01
  Speaker 1: get to Yeah, I don't really like to market I
• 34:06
  Speaker 1: don't see the value in paying somebody to do that.
• 34:10
  Speaker 1: Can Can you talk a little bit about what you
• 34:12
  Speaker 1: see as far as how that really can affect a
• 34:16
  Speaker 1: company short term, long term?
• 34:19
  Speaker 2: Absolutely? And I do feel so much for these practices,
• 34:25
  Speaker 2: having been in them, having done whole consulting piece of this,
• 34:28
  Speaker 2: Like I understand that you guys have a million things
• 34:30
  Speaker 2: coming at you every single week, right, and it can
• 34:33
  Speaker 2: be really hard to know what to prioritize, where to
• 34:35
  Speaker 2: put your money, what deserves your attention, like as a
• 34:38
  Speaker 2: business owner. I mean I've seen just watching you, Jill
• 34:41
  Speaker 2: and knowing how complex these moving pieces are, right, chess
• 34:44
  Speaker 2: not checkers, And there's a lot of that that's going on.
• 34:49
  Speaker 2: And so when we're thinking about sort of the bad
• 34:52
  Speaker 2: side of branding and like what can happen if you
• 34:55
  Speaker 2: don't adapt, my mind usually goes to the fact that
• 34:58
  Speaker 2: the practices that are saying, you know, I don't want
• 35:00
  Speaker 2: to market, I don't want to brand refresh, they've usually
• 35:03
  Speaker 2: been burned. They were burned by somebody, somebody took their money,
• 35:07
  Speaker 2: somebody didn't do a good job, And so we tend
• 35:09
  Speaker 2: to sort of like like we pull it in and
• 35:12
  Speaker 2: we say, okay, I'm not going to do this anymore,
• 35:14
  Speaker 2: or I'm just going to try to do it myself.
• 35:16
  Speaker 2: And so I think for those types of practices who
• 35:18
  Speaker 2: might have been burned in the past, it would just
• 35:21
  Speaker 2: really just encourage you to take that leap of faith
• 35:24
  Speaker 2: again and reach out to JA and A, because we're
• 35:27
  Speaker 2: really being able to help you put you in contact
• 35:30
  Speaker 2: with the people who align with your goals and especially
• 35:33
  Speaker 2: in your marketing. We've got so many resources for doctors
• 35:36
  Speaker 2: that can really help get them going in the right direction.
• 35:40
  Speaker 2: But I would say that do you know what the
• 35:42
  Speaker 2: unkenny valley is, Jille, Have you ever heard of that time?
• 35:46
  Speaker 2: So the uncanny valley is like when we see something
• 35:48
  Speaker 2: that looks human but isn't and it's actually like psychologically
• 35:51
  Speaker 2: really disturbing to us, and so like people really really
• 35:53
  Speaker 2: don't like it. And I think that the same thing
• 35:56
  Speaker 2: happens in branding when it's something that hasn't had the
• 36:00
  Speaker 2: attention paid to it. Is it's like the uncanny value
• 36:02
  Speaker 2: of marketing, where like you see a brand and you
• 36:05
  Speaker 2: know that there's just something that's not quite right about it,
• 36:07
  Speaker 2: and it kind of gives you this gut reaction where
• 36:09
  Speaker 2: you're like Oh, I just don't really know how I
• 36:11
  Speaker 2: want to interact with this, and so I think it's
• 36:13
  Speaker 2: so important that we dive in on those things and
• 36:17
  Speaker 2: we really start by identifying how is our brand received
• 36:22
  Speaker 2: so we can avoid that sort of uncapability effect that
• 36:25
  Speaker 2: might be happening. So for doctors who are maybe tussling
• 36:31
  Speaker 2: a little bit with their brand, I would also say
• 36:33
  Speaker 2: that there's there's a lot that can be learned and
• 36:36
  Speaker 2: done on your own, Like we have so much access
• 36:40
  Speaker 2: to great technology right now, right Like AI is insane,
• 36:43
  Speaker 2: and what AI can do for your marketing and your
• 36:45
  Speaker 2: branding is something that we all need to be paying
• 36:47
  Speaker 2: attention to because there is a lot, a lot that
• 36:51
  Speaker 2: you can do on your own and that you can
• 36:53
  Speaker 2: learn on your own and with a very simple implementations. Yeah,
• 36:58
  Speaker 2: so you're never too stuck and there's no brand that
• 37:00
  Speaker 2: isn't worth taking a look at. And like you said,
• 37:03
  Speaker 2: it's not like we don't just stick it and sort
• 37:05
  Speaker 2: of leave it and walk away. Like you have to
• 37:06
  Speaker 2: keep an eye on this over time because the generations
• 37:09
  Speaker 2: that you're going to interact with over the course of
• 37:11
  Speaker 2: your practice are going to want different things from you.
• 37:13
  Speaker 2: And as I've said, like, your brand has to be
• 37:16
  Speaker 2: what people want it to be, so you have to
• 37:18
  Speaker 2: keep your thumb on the pulse there. You have to
• 37:20
  Speaker 2: be keeping a really keen eye on how it's being received.
• 37:23
  Speaker 2: Does it look outdated? And is it translating across my platforms?
• 37:28
  Speaker 1: Yeah, that's great, And I think that kind of leads
• 37:30
  Speaker 1: me into my next question and just really talking about
• 37:34
  Speaker 1: what you think contributes to a really strong, cohesive brand,
• 37:40
  Speaker 1: and again, like how do you keep your finger on
• 37:45
  Speaker 1: the pulse of your audience or have your team member
• 37:48
  Speaker 1: who may be helping with you, let's talk a little
• 37:50
  Speaker 1: bit about that.
• 37:51
  Speaker 2: Yeah, you know, so, I think it starts with really
• 37:54
  Speaker 2: understanding your patient demographic. You really need to know who
• 37:57
  Speaker 2: is in your area, because the branding, in the marketing
• 37:59
  Speaker 2: that's going to work for somebody that's in Texas is
• 38:02
  Speaker 2: not going to work for somebody in Washington. Like they're
• 38:05
  Speaker 2: just totally different spaces and the people want different things
• 38:09
  Speaker 2: from their orthodontis in those areas. So when it comes
• 38:12
  Speaker 2: to creating like a really strong brand, you've got to
• 38:14
  Speaker 2: start there. You've got to know what people want from you,
• 38:17
  Speaker 2: and then you need to craft a story that they
• 38:19
  Speaker 2: can relate to right, in Texas, it might look something
• 38:22
  Speaker 2: that's more family oriented. In Washington, it might look something
• 38:26
  Speaker 2: like if you're in the Seattle area, it might look
• 38:28
  Speaker 2: something that's a little bit more passion of scale. Right,
• 38:30
  Speaker 2: there are different narratives and different stories for what those
• 38:33
  Speaker 2: demographics need that you need to like start with. Then
• 38:36
  Speaker 2: you're going to build a logo that relates to that brand.
• 38:40
  Speaker 2: A very posh, clean, simple logo isn't going to fit
• 38:43
  Speaker 2: with a storyline that's very family oriented. This is where
• 38:46
  Speaker 2: brand confusion happens. And if I could just like bop
• 38:50
  Speaker 2: somebody on the head, stop using blue and green. Stop
• 38:53
  Speaker 2: using blue and green. So we see it everywhere, it's
• 38:57
  Speaker 2: so overdone and ortho and Dental was a bright color.
• 39:00
  Speaker 2: And trust me, I understand the color theory and how
• 39:03
  Speaker 2: different colors elicit different emotions from people who're a little
• 39:08
  Speaker 2: beyond that because we interact with brands so much more
• 39:12
  Speaker 2: now than we ever did before. Like in the nineties,
• 39:14
  Speaker 2: when you went to a store maybe three times a week,
• 39:17
  Speaker 2: it was a different experience than it is when you're
• 39:19
  Speaker 2: constantly seeing brands on your phone. Like we can be
• 39:22
  Speaker 2: a little bit more liberal with her color palette now,
• 39:24
  Speaker 2: than just blue and green, but to create that strong branding,
• 39:28
  Speaker 2: like you have to make sure that the storyline and
• 39:30
  Speaker 2: the visuals match what your patients want it to be,
• 39:33
  Speaker 2: and that you're really infusing the authenticity whatever it is
• 39:36
  Speaker 2: about you that you want to infuse into your practice,
• 39:39
  Speaker 2: that you're sticking with that. And then I think that
• 39:41
  Speaker 2: they're like, can I just give everybody some really practical tips?
• 39:44
  Speaker 1: Yes, please do.
• 39:46
  Speaker 2: Some of the elements to pay attention to, because I
• 39:48
  Speaker 2: think that this is really where when I'm talking about
• 39:51
  Speaker 2: how there's so much that you can learn on your
• 39:53
  Speaker 2: own and nobody's going to care for your business the
• 39:55
  Speaker 2: way that you are, these are the things that you
• 39:57
  Speaker 2: can really easily take away and implement. This is the
• 39:59
  Speaker 2: p goal approach, right, that you can implement into your
• 40:02
  Speaker 2: practice that will help you in branding efforts, whether you're
• 40:06
  Speaker 2: starting from fresh, you're looking at a redo, or you
• 40:09
  Speaker 2: have something that's really outdated, and that is start with
• 40:12
  Speaker 2: a mood board, start with a style guide. Yes, and
• 40:15
  Speaker 2: for those of you who don't know, get a free
• 40:18
  Speaker 2: Canva account and it is basically like a little any biddy,
• 40:22
  Speaker 2: very easy to use version of Adobe and it's super
• 40:27
  Speaker 2: user friendly. They have loads of style guides that you
• 40:30
  Speaker 2: can start with in there where you can pick your
• 40:33
  Speaker 2: brand colors and put them onto the guide. What are
• 40:35
  Speaker 2: your complimentary colors? Right, and have these things spelled out
• 40:39
  Speaker 2: for your team. This is what gives you the real
• 40:42
  Speaker 2: life consistency. And I think it's so funny that in
• 40:45
  Speaker 2: our industry we don't see this happening more. We don't
• 40:47
  Speaker 2: see more style guides because we tend to have turnover
• 40:50
  Speaker 2: in our team members, especially on the marketing side of things.
• 40:53
  Speaker 2: We really need something that sets the tone from person
• 40:56
  Speaker 2: to person or to when you're outsourcing your marketing efforts,
• 41:00
  Speaker 2: they know where to start. So get a style guide.
• 41:03
  Speaker 2: You'll have all of your different logo renditions, your colors,
• 41:06
  Speaker 2: your complementary colors, the fonts that you're going to.
• 41:09
  Speaker 1: Use so important, yeah, so.
• 41:12
  Speaker 2: Important, right, The fonts that you're going to use on
• 41:14
  Speaker 2: your different platforms. Right. Because the font that looks good
• 41:17
  Speaker 2: on your website might not be the font that you
• 41:19
  Speaker 2: want to use on your social media. You have to
• 41:22
  Speaker 2: take these things into account. And then you're going to
• 41:24
  Speaker 2: pick your stock photos right, because that imagery is important
• 41:27
  Speaker 2: if they see those images consistently, right, put it all
• 41:30
  Speaker 2: in one place so that it's really really easy to
• 41:32
  Speaker 2: see exactly what it is that somebody should be using.
• 41:36
  Speaker 2: And once you put all of these elements together, it's
• 41:38
  Speaker 2: called a mood board for a reason, Right, you're going
• 41:40
  Speaker 2: to get the vibe that this puts off. And so
• 41:43
  Speaker 2: if you're sort of in that middle of life practice
• 41:45
  Speaker 2: where you have a brand but you're not really sure
• 41:47
  Speaker 2: if it's hitting its target audience anymore, put the moon
• 41:49
  Speaker 2: board together. What do you feel? Ask your nieces, your nephew's,
• 41:52
  Speaker 2: your family, your friends, your peers, what do you get
• 41:55
  Speaker 2: from this mood board and does that align with what
• 41:57
  Speaker 2: you want it to be, because that can be a
• 41:59
  Speaker 2: really easy way for you to tell if it's time
• 42:01
  Speaker 2: for a brand refresh or not. I do think that
• 42:03
  Speaker 2: there's something too ensuring that when you are redoing your brand, right,
• 42:08
  Speaker 2: if you are having somebody like remocks us up for you,
• 42:13
  Speaker 2: make sure that things have balance to them. Like visually speaking,
• 42:17
  Speaker 2: we are primed to want to see symmetry. It's such
• 42:20
  Speaker 2: an important part of the way that we do things right.
• 42:22
  Speaker 2: Like even look at my background, right, I've got two chairs,
• 42:24
  Speaker 2: like perfectly centered behind me. Symmetry you do too, chairs,
• 42:31
  Speaker 2: It's just a part of what we're drawn to. Like
• 42:33
  Speaker 2: we see this all the time in architecture too, and
• 42:36
  Speaker 2: and we know orthodonists love symmetry, right, yes, question, so.
• 42:40
  Speaker 1: They're like, scoot that chair a little bit to the right,
• 42:42
  Speaker 1: No little bit, no, no, rem exactly.
• 42:49
  Speaker 2: It's something that we tend to forget about, like these
• 42:52
  Speaker 2: subconscious reactions when it comes to our branding in our marketing.
• 42:56
  Speaker 2: So make sure that your logo has balance in symmetry
• 42:58
  Speaker 2: and that when you step back, right, I always tell everybody,
• 43:02
  Speaker 2: put the logo up on the screen, now step back.
• 43:05
  Speaker 2: Is it still legible? Do the font still read the
• 43:07
  Speaker 2: same way if you step over to the side. Does
• 43:10
  Speaker 2: it look the way that it does when we're it's
• 43:12
  Speaker 2: this close to you on the screen, Because there's different
• 43:14
  Speaker 2: iterations that we have to have with our branding and
• 43:17
  Speaker 2: our logos in that way. The other thing is contrast.
• 43:21
  Speaker 2: Contrast is so important, especially on social media because we
• 43:25
  Speaker 2: get these feeds right and like, if you see a
• 43:28
  Speaker 2: graphic that is cluttered, scroll right past that. You're not
• 43:31
  Speaker 2: going to take the time to figure out where and
• 43:34
  Speaker 2: what and how and what's going on on that. It
• 43:36
  Speaker 2: has to be simplistic. So I always like to say,
• 43:39
  Speaker 2: use the sixty thirty ten rule, and so that sixty
• 43:42
  Speaker 2: percent of the graphic needs to be negative space. Okay,
• 43:45
  Speaker 2: so that is nothing on it. Thirty percent needs to
• 43:48
  Speaker 2: be a primary color in your logo, and then ten
• 43:50
  Speaker 2: percent should be a complimentary color. And that sort of
• 43:52
  Speaker 2: gives the right visual representation, enough breathing room that when
• 43:56
  Speaker 2: somebody is scrolling right, because you've got like three seconds
• 43:59
  Speaker 2: top to stop them to get them to interact with
• 44:01
  Speaker 2: your post, that they are stopping and they're able to
• 44:04
  Speaker 2: quickly decipher what it is that that graphic is saying. Yep,
• 44:08
  Speaker 2: this is so important visually. I always say that, like
• 44:12
  Speaker 2: fonts are like the body language of the brand, right
• 44:16
  Speaker 2: that you and I are talking right, like we're having
• 44:18
  Speaker 2: a conversation, We're hearing what each other is saying, but
• 44:20
  Speaker 2: we're also in taking all of this information by the
• 44:22
  Speaker 2: way that like I'm talking with my hands, you're nodding
• 44:25
  Speaker 2: your head. There are all of these unspoken cues that
• 44:28
  Speaker 2: happen with body language, and fonts do the exact same thing.
• 44:32
  Speaker 2: You're going to read text, You're going to take it
• 44:34
  Speaker 2: for what it is, but the font gives off its
• 44:35
  Speaker 2: own vibe and so it's really important not to underestimate
• 44:38
  Speaker 2: the power of a good font. And I always use
• 44:40
  Speaker 2: this example, right, So, like, let's say I handed you
• 44:43
  Speaker 2: a little note and it said I've been admiring you
• 44:46
  Speaker 2: and I'll be in touch soon, and it's in this
• 44:47
  Speaker 2: really pretty loopy cursive like what do you what do
• 44:50
  Speaker 2: you think when you get a know like that?
• 44:51
  Speaker 1: J'all im think, hmm, Jess has got the hots for me?
• 44:56
  Speaker 2: Exactly right, It's exactly like you're like, oh, okay, someone
• 45:02
  Speaker 2: is admiring me. Now if I gave you the same
• 45:04
  Speaker 2: exact note, but the small was like scratched red blood
• 45:09
  Speaker 2: looking writing serial killer vibes, right, Spond's delicious emotions. And
• 45:15
  Speaker 2: so we have to be really conscious about what we're
• 45:18
  Speaker 2: using because it will matter on a very subconscious level.
• 45:22
  Speaker 1: Right.
• 45:22
  Speaker 2: The uncanny value of marketing happens here when we're not
• 45:25
  Speaker 2: paying attention to the vibes that things put off. A
• 45:28
  Speaker 2: couple of other just really quick little practical tips, right
• 45:31
  Speaker 2: is the rule of three? Right, So the rule of
• 45:33
  Speaker 2: three is that people love to see things visually in
• 45:37
  Speaker 2: groups of three, which is so perfect because our little
• 45:39
  Speaker 2: logo is three us, right, Jo, we're sub consciously doing so, Oh,
• 45:46
  Speaker 2: I don't know. And we see this a lot in text, right,
• 45:49
  Speaker 2: because you'll have a heading and then typically a subheading,
• 45:52
  Speaker 2: and then there's the body of information, right, the body
• 45:55
  Speaker 2: paragraph groups of three. That's how we like to consume information.
• 45:59
  Speaker 2: So for anybody who's out there that's like, oh my gosh,
• 46:00
  Speaker 2: I just don't even know where to start with this post,
• 46:02
  Speaker 2: this graphic, whatever it is that I'm doing. Rule of
• 46:05
  Speaker 2: three heading, stubheading, body, yep, sixty thirty ten rule. You're
• 46:09
  Speaker 2: going to get yourself a good graphic and it's going
• 46:11
  Speaker 2: to be a lot more consumable for your audience. The
• 46:14
  Speaker 2: other thing to you to keep in mind is that
• 46:16
  Speaker 2: people scan information in the shape of an F right,
• 46:20
  Speaker 2: So we read left to right, and then we go
• 46:23
  Speaker 2: down next line left to right and then down again.
• 46:27
  Speaker 2: The way that social media has impacted how we consume
• 46:31
  Speaker 2: content is really really intense, right, Like you probably have
• 46:35
  Speaker 2: noticed this, Like the way that like news articles are
• 46:37
  Speaker 2: written now are so vastly different than the way that
• 46:40
  Speaker 2: they used to be written ten years ago. Ten years ago,
• 46:43
  Speaker 2: we used to get these really lengthy, very drawn out
• 46:46
  Speaker 2: sort of here's what's happening in ten other things that
• 46:49
  Speaker 2: might relate, and that's just not the way that we
• 46:51
  Speaker 2: consume content now. Most of the time, it's best to
• 46:53
  Speaker 2: do it via video. But if you are going to
• 46:55
  Speaker 2: do something written, it has to be shortened to the
• 46:58
  Speaker 2: point it's it's bullets.
• 47:00
  Speaker 1: Yep.
• 47:00
  Speaker 2: That's the best that you can do. So when you're
• 47:02
  Speaker 2: thinking about your visual representations of your brand, take those
• 47:06
  Speaker 2: things and start there, what does my content look like
• 47:10
  Speaker 2: on my social media and is it consumable and is
• 47:12
  Speaker 2: it visually appealing? And not just to you, right, because
• 47:16
  Speaker 2: if you're not your audience, somebody else is your audience. Right,
• 47:20
  Speaker 2: So this is where we kind of have to like
• 47:22
  Speaker 2: pull the ego back a little bit, right, Yep. If
• 47:24
  Speaker 2: what I think looks good doesn't resonate with the people
• 47:28
  Speaker 2: in my community, it's not right.
• 47:30
  Speaker 1: You can't do it.
• 47:31
  Speaker 2: You can't do it.
• 47:32
  Speaker 1: Yep. Yep. Oh, such great little tips of advice there.
• 47:36
  Speaker 1: And I'm sure people are going to be rewinding writing rewinding,
• 47:41
  Speaker 1: you know, or you know, and I know that's an
• 47:43
  Speaker 1: old phrase. That's Jill old skull right there, bud back
• 47:48
  Speaker 1: thirty back thirty Okay, let me write that down, Jess.
• 47:52
  Speaker 1: That was great, And again I just appreciate. These are
• 47:55
  Speaker 1: such practical tips, easy things to do, but really really
• 48:00
  Speaker 1: make a difference. And I love that you pointed out.
• 48:03
  Speaker 1: And I know a lot of my doctors that have
• 48:05
  Speaker 1: worked with me have heard this. But you guys can
• 48:08
  Speaker 1: do this on your own. It's great if we need to.
• 48:11
  Speaker 1: There are a lot of great companies out there that
• 48:13
  Speaker 1: can help with this. But with a little bit of training,
• 48:16
  Speaker 1: a little bit of sweat equity into learning about this stuff,
• 48:21
  Speaker 1: you can do it. And I think the most authentic
• 48:25
  Speaker 1: marketing that we do is marketing done by ourselves versus
• 48:29
  Speaker 1: somebody else trying to get a feel for what works
• 48:33
  Speaker 1: or what they think is your vision or your brand.
• 48:37
  Speaker 1: So as we start to wrap things up here, I'm
• 48:41
  Speaker 1: wondering if you can you kind of already alluded to
• 48:45
  Speaker 1: some real practical points here, but if somebody Orthodonic Practices
• 48:49
  Speaker 1: are looking to refine their brand and maybe create that
• 48:53
  Speaker 1: lasting impression on patients, what advice would you give them?
• 48:57
  Speaker 2: Oh, this is difficult for me because there's so many
• 49:00
  Speaker 2: things that they want to about it. My mind comes
• 49:03
  Speaker 2: a million miles a minute. But you know, I really
• 49:06
  Speaker 2: I think that there is there's something to really scaling
• 49:09
  Speaker 2: back and starting at the beginning and really taking into
• 49:11
  Speaker 2: account what it is that you want people to hear
• 49:14
  Speaker 2: from you. And you're right, like, don't underestimate the power
• 49:18
  Speaker 2: of DIY. Like I said, there are so many things
• 49:21
  Speaker 2: that you guys can do now organically with the technology
• 49:24
  Speaker 2: that you have available to you that really helps sort
• 49:27
  Speaker 2: of set you apart from your competitors. But I think
• 49:30
  Speaker 2: if you want to build a strong brand with a
• 49:32
  Speaker 2: lasting impression, it has to be unique. It has to
• 49:35
  Speaker 2: be unique. You cannot be interchangeable with a person down
• 49:38
  Speaker 2: the street. There's just too much competition coming into our
• 49:40
  Speaker 2: industry with the way that birth rates are declining, Like
• 49:43
  Speaker 2: makes sense that we would feel us first right out
• 49:45
  Speaker 2: of other industries because we are bread and bunder has
• 49:49
  Speaker 2: been children and so we're going to start noticing those
• 49:51
  Speaker 2: pinch points a lot sooner than other industries will. But
• 49:54
  Speaker 2: you have to be able to stand out from your competition,
• 49:56
  Speaker 2: and you have to create value in your product, in
• 50:00
  Speaker 2: your service that isn't the same type of value as
• 50:03
  Speaker 2: the guy down the street or the girl down the street, right, Like,
• 50:05
  Speaker 2: you have to stand out on your own right. If
• 50:08
  Speaker 2: you can stand out and people will remember you, that's
• 50:12
  Speaker 2: the key. That's the key, and it starts with a
• 50:14
  Speaker 2: good authentic story and it starts with the right visuals
• 50:17
  Speaker 2: to back it up and consistency, a crash your platforms,
• 50:20
  Speaker 2: Yeah that's what you need.
• 50:21
  Speaker 1: Yeah, ah, that's great. Well, as we finish up here,
• 50:25
  Speaker 1: justs this has been great and it's so much fun
• 50:28
  Speaker 1: to get to highlight the smart people on my team,
• 50:30
  Speaker 1: you definitely being one of them, and just kind of
• 50:33
  Speaker 1: to get to talk about a lot of times I
• 50:36
  Speaker 1: joke with my docs you know, this is sometimes that
• 50:38
  Speaker 1: unsexy side of our business, right who really wants to
• 50:41
  Speaker 1: have an hour long conversation about your brand, you know
• 50:44
  Speaker 1: and marketing? But on the other hand, it is such
• 50:47
  Speaker 1: a key component and it is something I think to
• 50:50
  Speaker 1: get excited about because when it all comes together, I
• 50:54
  Speaker 1: can tell you, you know, everyone listening. As a business owner,
• 50:57
  Speaker 1: I am so proud of where my brand is now
• 51:01
  Speaker 1: and we're continuing to tweak, but it's so much fun
• 51:05
  Speaker 1: for me to be able to stand up on stage
• 51:08
  Speaker 1: and know that my brand is coming through in my presentations,
• 51:11
  Speaker 1: or be able to put posts out and I don't
• 51:15
  Speaker 1: have to be even part of a post, and yet
• 51:18
  Speaker 1: my brand is shining through or from the stickers that
• 51:21
  Speaker 1: we do or the colors that we choose. When we're
• 51:24
  Speaker 1: at a conference, people will come up to us and
• 51:27
  Speaker 1: they know my team without knowing my team, And I
• 51:32
  Speaker 1: think that's so much fun. And I hope for anybody
• 51:35
  Speaker 1: that's listening that this has inspired you. And how fun
• 51:40
  Speaker 1: is it for you when you can get out there
• 51:42
  Speaker 1: and your team is going out to lunch and they
• 51:45
  Speaker 1: know it's your team without you even having to be there.
• 51:48
  Speaker 1: They don't have to read the logo and be like, no,
• 51:50
  Speaker 1: what orthodonest office is that?
• 51:52
  Speaker 2: You know what I mean?
• 51:53
  Speaker 1: Like, they just know it because they know your brand.
• 51:55
  Speaker 1: And what a fun thing. So if somebody wanted to
• 51:59
  Speaker 1: learn more, I mean, you've given us such great tips,
• 52:01
  Speaker 1: but if somebody wants to learn more about marketing and branding,
• 52:05
  Speaker 1: and I just want to tell everybody. Jesse is usually
• 52:08
  Speaker 1: always at the conferences with me, and you know, look
• 52:12
  Speaker 1: on our website you'll see where we're going to be
• 52:14
  Speaker 1: throughout the year. But first I want to put it
• 52:17
  Speaker 1: out there. Jesse is a wealth of knowledge and if
• 52:19
  Speaker 1: you can corner her at a conference, definitely do it.
• 52:22
  Speaker 1: Pick her brain. I bring her to these conferences for
• 52:25
  Speaker 1: a reason she's always there. But if somebody wants to
• 52:28
  Speaker 1: learn more about marketing and branding, where might you suggest
• 52:31
  Speaker 1: they start.
• 52:33
  Speaker 2: Yeah, I'm always happy to have a good old fashioned
• 52:36
  Speaker 2: branding conversation, had any conversation. I live for this stuff,
• 52:40
  Speaker 2: So yeah, let's talk. And you know, like I said,
• 52:44
  Speaker 2: I think, truthfully, this is going to sound kind of silly,
• 52:47
  Speaker 2: but there's so much that you can learn on TikTok.
• 52:49
  Speaker 2: There is so much that you can learn on social media.
• 52:52
  Speaker 2: You just follow the right creators and find I would
• 52:55
  Speaker 2: I would give you a list of creators, but truthfully,
• 52:58
  Speaker 2: you have to find the ones that resonate with you.
• 53:00
  Speaker 2: You have to find the ones that give off the
• 53:02
  Speaker 2: same vibes that you want to give off. There's social
• 53:05
  Speaker 2: lurking to be done in the sense that like find branders,
• 53:09
  Speaker 2: find like creative companies that you think do it really well,
• 53:12
  Speaker 2: and they're gonna give tips, They're gonna tell you what
• 53:15
  Speaker 2: they think and listen and take the information. I mean orthodontis,
• 53:19
  Speaker 2: I mean, gosh, school has been such an integral part
• 53:22
  Speaker 2: of your life. So you guys are like the perfect
• 53:24
  Speaker 2: little like funnels for information, like you're gonna want to
• 53:27
  Speaker 2: take in and continue learning. That's just it's been a
• 53:30
  Speaker 2: part of your life for so long, you're not gonna stop. Now,
• 53:32
  Speaker 2: start with some of that stuff, start really learning about
• 53:35
  Speaker 2: your brand in an organic way through the outlets that
• 53:38
  Speaker 2: you have so readily available to you, literally at the
• 53:41
  Speaker 2: tip of your fingers. And I mean there's so many books,
• 53:44
  Speaker 2: like there's the storytelling branding books that are great and
• 53:47
  Speaker 2: they can give off a lot of really good knowledge.
• 53:49
  Speaker 2: And then there's jaa Anda. I think one of the
• 53:52
  Speaker 2: best parts in what I love about our core values
• 53:55
  Speaker 2: in our company and our branding is that Jill always says,
• 53:58
  Speaker 2: it's about goodwill, right, and we're always going to like
• 54:01
  Speaker 2: take our egos out of it, and we're always going
• 54:03
  Speaker 2: to point you in the direction that is best for
• 54:04
  Speaker 2: your goals and what is great for you. And so
• 54:07
  Speaker 2: I think that if if you're feeling stuck, or if
• 54:09
  Speaker 2: you need resources, if you want to know like who
• 54:12
  Speaker 2: should I outsource to talk to us, we are a
• 54:15
  Speaker 2: great resource for that because we're unbiased. You know, we're
• 54:18
  Speaker 2: not We're not the ones that are that are buying
• 54:20
  Speaker 2: for your coin for your digital ads, like, yeah, come
• 54:22
  Speaker 2: have a conversation with us.
• 54:24
  Speaker 1: Yeah, that's great. Well, Jess. This has been such a
• 54:27
  Speaker 1: treat and I can't wait to have you on again
• 54:30
  Speaker 1: and again just to share my smart people with my audiences.
• 54:34
  Speaker 1: Pretty fun. So as as we finish up, as you know,
• 54:38
  Speaker 1: I you don't escape this. I like to finish up
• 54:41
  Speaker 1: at the speed round.
• 54:44
  Speaker 2: Yeah?
• 54:45
  Speaker 1: Are you ready?
• 54:46
  Speaker 2: Okay?
• 54:46
  Speaker 1: All right, here we go. If you could start any
• 54:49
  Speaker 1: business right now, what would it be?
• 54:51
  Speaker 2: A marketing company?
• 54:53
  Speaker 1: Surprise? Surprise, surprise? All right? What's the best investment you've
• 54:58
  Speaker 1: ever made?
• 55:00
  Speaker 2: My education?
• 55:01
  Speaker 1: Yeah? Good? How do you handle work related stress? Oh?
• 55:06
  Speaker 2: Escapism? I love to read. That is so true.
• 55:11
  Speaker 1: I definitely know that about you.
• 55:13
  Speaker 2: All right.
• 55:13
  Speaker 1: What's one trend in our industry that you're super excited
• 55:16
  Speaker 1: about the.
• 55:18
  Speaker 2: Use of AI? The possibilities are endless. I'm so excited
• 55:21
  Speaker 2: for this.
• 55:22
  Speaker 1: Yep, yep. And then as we finish up, what's the
• 55:25
  Speaker 1: most valuable piece of advice you would give someone just
• 55:27
  Speaker 1: starting their career.
• 55:29
  Speaker 2: Be careful who you talk about your goals with, because
• 55:34
  Speaker 2: I think it's better to set a goal and achieve
• 55:36
  Speaker 2: it on your own and then talk about your result
• 55:38
  Speaker 2: than it is to talk with the wrong people in
• 55:40
  Speaker 2: the middle of that process, because other people's thoughts energies
• 55:44
  Speaker 2: and opinions will influence your results.
• 55:46
  Speaker 1: Yeah, oh that's good. Well, Jesse, it has been an
• 55:50
  Speaker 1: absolute pleasure having you on the show today and I
• 55:54
  Speaker 1: am sure that our audience just got a ton out
• 55:56
  Speaker 1: of this. So thanks for sharing your knowledge and being
• 55:59
  Speaker 1: so good at what you do. And I definitely we're
• 56:01
  Speaker 1: going to have you on again because I know people
• 56:04
  Speaker 1: are going to be like, all right, give us some
• 56:05
  Speaker 1: more info, give us more. This was only a taster,
• 56:08
  Speaker 1: so thank you so much. Until next time.
• 56:10
  Speaker 2: Thank you, Jill.
• 56:12
  Speaker 1: Are you ready to start a practice of your own,
• 56:15
  Speaker 1: need a new fresh set of eyes or some advice
• 56:18
  Speaker 1: on your existing practice. If so, reach out to me
• 56:21
  Speaker 1: Jill Allen at www dot practice results dot com. If
• 56:26
  Speaker 1: you like what we're doing here on Haydocks and want
• 56:29
  Speaker 1: to hear more of this awesome content, be sure and
• 56:31
  Speaker 1: give us a five star rating on your preferred listening
• 56:34
  Speaker 1: platform and subscribe to our show so you never miss
• 56:38
  Speaker 1: an episode. Remember, new episodes drop every Thursday. See you
• 56:43
  Speaker 1: next week.