Latest / The World Knowledge / Brand Identity vs. Brand Image Understanding the Difference

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Brand Identity vs. Brand Image Understanding the Difference · The World Knowledge

• 0:00
  Speaker 1: Well, good evening, listeners. I'm super excited. I am here.
• 0:04
  Speaker 1: It's evening. I've got my tea. And then on the
• 0:08
  Speaker 1: other side, I have Kajarina Smith. I want to make
• 0:14
  Speaker 1: sure I said her name correctly. From Australia, and she
• 0:17
  Speaker 1: is in tomorrow. You guys know I always say this.
• 0:19
  Speaker 1: I just don't know how that happens, how that works,
• 0:22
  Speaker 1: but it works. And she said tomorrow is already good,
• 0:25
  Speaker 1: so that's giving me a lot of hope and encouragement.
• 0:29
  Speaker 1: But I was talking to her and it's amazing. I
• 0:33
  Speaker 1: kind of went on this niche job search and I
• 0:38
  Speaker 1: found so many different people. And as you guys know,
• 0:42
  Speaker 1: like just the other day, we had an episode by
• 0:44
  Speaker 1: the time this is released, this would have come out
• 0:47
  Speaker 1: about a woman who started a company where she waits
• 0:49
  Speaker 1: in line for people in the United States and like
• 0:52
  Speaker 1: just being paid to wait in line for these really
• 0:55
  Speaker 1: long lines and just really unique jobs. And I was
• 0:58
  Speaker 1: thinking to myself, I wonder if there's, you know, I
• 1:01
  Speaker 1: had met some male truckers. I knew a lot of
• 1:03
  Speaker 1: stories about male truckers, but I wanted to know if
• 1:05
  Speaker 1: there were any female truckers. So I did a search
• 1:08
  Speaker 1: and I came across Kajarina and her content is very authentic,
• 1:15
  Speaker 1: which I will link her Instagram below for you. And
• 1:18
  Speaker 1: she just really wants to encourage and inspire people to
• 1:23
  Speaker 1: get into the transportation industry, regardless of gender, regardless of age,
• 1:29
  Speaker 1: like just to get a glimpse of what good can
• 1:32
  Speaker 1: come from it, as well as what life is like
• 1:35
  Speaker 1: on the road. She's done a lot of conferences. She's
• 1:38
  Speaker 1: spoken at a lot of events. She has a heart,
• 1:40
  Speaker 1: especially for young kids and people to kind of share
• 1:43
  Speaker 1: with them her journey. So I wanted to have her
• 1:46
  Speaker 1: on and just talk to her about what life is
• 1:50
  Speaker 1: like and her passions and where this came from. So
• 1:53
  Speaker 1: thank you so much for being on the podcast.
• 1:57
  Speaker 2: Oh, you're so welcome. Thank you for finding me and
• 1:59
  Speaker 2: this opportunity.
• 2:00
  Speaker 1: Yeah, no, I'm super excited in your willingness to do it.
• 2:03
  Speaker 1: I was very, very honored. But I want to start
• 2:07
  Speaker 1: out with kind of asking you, you know, as a
• 2:11
  Speaker 1: young kid, did you always have an interest in like trucking, cars?
• 2:18
  Speaker 1: Like what is the interest that got you into the
• 2:21
  Speaker 1: trucking industry?
• 2:25
  Speaker 2: As a young girl, I.
• 2:28
  Speaker 3: My whole life I've just been a bit of a
• 2:29
  Speaker 3: walking contradiction, I guess. I have been a very staunch tomboy,
• 2:34
  Speaker 3: so I always loved motorbikes. We lived on a farm,
• 2:39
  Speaker 3: so we had an old truck. So very, like, attracted
• 2:45
  Speaker 3: to all of that stuff. But I was also a ballerina,
• 2:48
  Speaker 3: so I did ballet.
• 2:49
  Speaker 2: For nine years.
• 2:51
  Speaker 1: Yeah.
• 2:51
  Speaker 2: I loved dancing. I loved performing. all those things. I
• 2:55
  Speaker 2: went from ballet into figure skating.
• 2:57
  Speaker 3: So all throughout like my primary school years to high
• 3:00
  Speaker 3: school years, my sports were very like performative, dancing, sequins,
• 3:07
  Speaker 3: all of those things. But I also had this amazing
• 3:10
  Speaker 3: like deep passion for.
• 3:11
  Speaker 2: Motocross and motorbikes.
• 3:14
  Speaker 3: So come home from a ballet recital performance and And
• 3:19
  Speaker 3: my Nana and my mom would be having cup of
• 3:21
  Speaker 3: tea and I'd sneak through my window and ride the
• 3:22
  Speaker 3: motorbike past. My Nana would have absolute kittens. She's like,
• 3:25
  Speaker 3: this is where did my little princess go? But I've
• 3:28
  Speaker 3: always been like that. And so being farmers, we had
• 3:32
  Speaker 3: quiet season. So my dad would go in the truck,
• 3:35
  Speaker 3: like he'd go and contract people and go trucking. And
• 3:38
  Speaker 3: I know that from a very young age, I loved
• 3:40
  Speaker 3: going with him on those occasions. And I might've been
• 3:43
  Speaker 3: just like coloring in you know sitting there coloring in
• 3:46
  Speaker 3: or sleeping the whole time but it was the sensory
• 3:48
  Speaker 3: experience of being out in the road and the smells
• 3:50
  Speaker 3: and the sounds um and it wasn't till I was
• 3:54
  Speaker 3: 16 that my dad started truck driving full-time so everyone
• 3:59
  Speaker 3: just assumes because I'm a truck driver that I come
• 4:01
  Speaker 3: from this lineage of truck driving family but it's not
• 4:04
  Speaker 3: like that at all dad kind of went into it
• 4:06
  Speaker 3: because he had he had to he had this skill
• 4:09
  Speaker 3: set that he could drive trucks and he needed to
• 4:11
  Speaker 3: get as um a consistent salary because my parents got divorced.
• 4:15
  Speaker 2: So that's when he started truck driving.
• 4:18
  Speaker 3: And so, yeah, there's photos of me at five years old,
• 4:20
  Speaker 3: like sitting in the passenger seat, looking out and stuff
• 4:23
  Speaker 3: like that. And I guess I have had that attraction,
• 4:25
  Speaker 3: but I didn't start truck driving as a job until
• 4:29
  Speaker 3: I was 26.
• 4:31
  Speaker 1: And in between those years, were you kind of looking
• 4:34
  Speaker 1: into different things? Like, did you want to go into
• 4:36
  Speaker 1: the arts? Was that something you were thinking about?
• 4:38
  Speaker 3: No, I just wanted to race motorbikes. So straight out
• 4:42
  Speaker 3: of school, I went to the motorbike store, got sponsored,
• 4:45
  Speaker 3: raced on the weekends. Then I met my boyfriend of
• 4:49
  Speaker 3: the time who encouraged me to get a corporate career
• 4:52
  Speaker 3: because it's like, that was the thing that girls did.
• 4:54
  Speaker 2: Like, you need to go work in an office. Yeah. So,
• 4:58
  Speaker 2: I spent seven years.
• 4:59
  Speaker 3: As an insurance broker working my way up through that
• 5:02
  Speaker 3: from being an assistant and then we moved around Australia
• 5:05
  Speaker 3: and I was able to take that career with me.
• 5:08
  Speaker 3: And then at 26, my relationship had ended and my
• 5:14
  Speaker 3: sister had just started driving trucks and she was like,
• 5:16
  Speaker 3: you're miserable, just come home. I said, no, like it
• 5:18
  Speaker 3: looks good, like, you know, I've worked so hard, I've
• 5:20
  Speaker 3: got this diploma, I'm look good on paper she goes
• 5:23
  Speaker 3: but you hate it and I'm like you're so right
• 5:25
  Speaker 3: like I was just staring at the window all day
• 5:27
  Speaker 3: being not productive I was really not an asset to
• 5:30
  Speaker 3: my teammates um and so I everything I had and
• 5:34
  Speaker 3: moved from Queensland back to Adelaide um which is like
• 5:38
  Speaker 3: from up up the top down to the bottom of
• 5:41
  Speaker 3: Australia in the middle and started driving concrete trucks. And honestly,
• 5:45
  Speaker 3: like it was the most liberating feeling I've ever had.
• 5:48
  Speaker 3: I felt so free. I'd gone from being confined in
• 5:51
  Speaker 3: this little office, well, big office, but, you know, the
• 5:54
  Speaker 3: ivory tower to the freedom, like not having to think
• 5:58
  Speaker 3: about what I wanted to wear every day.
• 5:59
  Speaker 2: I had a uniform. I had structure. I had camaraderie.
• 6:04
  Speaker 3: Like I felt like I was really accomplishing something. um
• 6:09
  Speaker 3: so yeah I did have a career before that I
• 6:12
  Speaker 3: was really good at sales and really I have a
• 6:14
  Speaker 3: really people person so I was good at in the
• 6:16
  Speaker 3: store I was good when I had my own portfolio
• 6:18
  Speaker 3: clients but I just felt suffocated and it wasn't until
• 6:22
  Speaker 3: now that I realized I've got ADHD that it makes
• 6:25
  Speaker 3: complete sense why I didn't look like I was like
• 6:27
  Speaker 3: to me I didn't feel successful in those roles because
• 6:29
  Speaker 3: it was just too like in this little box I
• 6:33
  Speaker 3: need to think bigger yeah.
• 6:36
  Speaker 1: Well How was that first truck ride after being in
• 6:41
  Speaker 1: an office for so long? I mean, how did that
• 6:44
  Speaker 1: hit your body and your senses for the first time?
• 6:46
  Speaker 1: Is it like, whoa, I can't believe I've spent so
• 6:50
  Speaker 1: long not being in this truck? Or was it kind of.
• 6:52
  Speaker 2: Like also this adjustment?
• 6:53
  Speaker 1: Yeah, I was like, why did I waste so many years?