The Lucky Titan

Build Your Brand to Build Your Business With Rachel Gogos

February 01, 2021
The Lucky Titan
Build Your Brand to Build Your Business With Rachel Gogos
The Lucky Titan
Build Your Brand to Build Your Business With Rachel Gogos
Feb 01, 2021

I help entrepreneurs build their brand and tell their story (online) in a way that is cohesive and purposeful. After working in communications at organizations including The Wall Street Journal and the United Nations, I launched brandiD, a soulful digital agency, so we can build online headquarters that empower people to share their essence and build their business. We create everything from powerful authority websites to online courses and membership sites. - do it yourself brand-building services including WordPress themes - our "soulful" digital agency

Show Notes Transcript

I help entrepreneurs build their brand and tell their story (online) in a way that is cohesive and purposeful. After working in communications at organizations including The Wall Street Journal and the United Nations, I launched brandiD, a soulful digital agency, so we can build online headquarters that empower people to share their essence and build their business. We create everything from powerful authority websites to online courses and membership sites. - do it yourself brand-building services including WordPress themes - our "soulful" digital agency

Josh: What is up everybody, Josh Tapp here again and welcome back to the lucky Titan podcast. And today we're here with Rachel Gogos, who in the past 30 minutes has become my best friend. So, we're really excited to be here this is such a fun interview, because Rachel is in the branding space her and I have, we have very similar views on the way you should be branding your company and I heard her on some other podcasts and was just really intrigued by what she's doing. So, make sure you go check out their website so it's She's also going to be giving away some amazing freebies in this as well so make sure you listen to the end. So, Rachel, say what's up to everybody, and then we'll hop in. 


Rachel: Hey, Josh, so good to connect with you today. And hello, Titan, Titan world.


Josh: I gotta come up with like a cool catchphrase for that. Like Titans. Titans. Yeah. What's up Titans? 


Rachel: Yeah, we'll have rolls. Right. And I like Titans.


Josh: tribe of Titans. That's, that's our community. Anyways, you're the brand expert, I'll ask you. So, Rachel, you know, I want to get really into what we were talking about before this interview, you know about how people can leverage this branding, and really kind of the steps they should be taking and branding themselves. Because the number one problem I see when a business owner wants to start a business, they jump out make a logo, they build a website 


Rachel: Yes. 


Josh: And then they build a product. And they haven't even thought about marketing at this point. Yeah, so when and where does marketing fit in? And what would you expect people to do as action steps?


Josh: So let me answer your question. Second, because I first want to address this part of branding, which is so important, and you totally hit the nail on the head. Josh, when you said so many people start with the logo and some of these visual pieces, the way we practice branding and support people with branding is actually starts Well, before anything visual comes into the picture. I believe branding is really an extension of, it's the business owner, like your soul, your essence. And if that's not embedded into your business, from the very beginning, it's really hard to make it sticky or magnetic or attractive to your ideal customer. And what I mean by your soul, or your essence is really understanding who you are your core, what your values are, as a human because those values you have as an individual are the same values your business has so our work is really humanizing or personifying a business brand and giving it human attributes and no matter how big your company grows, your essence is still such a part of your of your brand so I'll just give you an example of a couple massive brands that were most of us are aware of, and one that always comes to mind for me is Virgin, Richard Branson's company. I mean that when people think about that company, and its personality, you think of it's innovative, it's kind of risky, it's bold. It's funny, right? Like you're smiling as we're talking about it. And that I don't know Richard Branson personally, but he certainly comes off like that, and the interviews I've heard him in and things like that and so even as a solopreneur, you want to think about these things. Because if you're launching a business that's not under your vanity URL, right, like your first name, last name, .com, but it's a business name, you want to personify it, but all those things that are important to your core, so your mission, your vision, your why, right, those are, those are the things Josh, by the way that building a business, it's not an easy thing. But when you're clear on those on that bedrock, those core questions, it makes it much easier for you to also persevere in those tough times and building your business.


Josh: Yeah, and I really love the way you personify that, because there's the kind of two schools of thought in the branding industry, right? It's like, you need something memorable, or you need your name, right? And some people are like, you do your name no matter what. I love that. Because you're saying come with your values. You know, Titan, for us wasn't, you know, it wasn't us saying like, Josh is a Titan, right? I wanted to attract the best in their industries. Yeah, and I want something for people to identify themselves as and that's kind of the whole goal of our brand is like, I don't want you to think that you're a small fish in a big pond, you know, you're way more involved and way cooler than you think. Especially in our world of solopreneur ship which I but so I love that you cover that with branding, because when, when people are initially starting out their business and saying okay, where do I start? Would you recommend starting there at the brand first or does brand come secondary to, to other activities. 


Rachel: I think the way we just talked about brand comes first, I think the visual elements of a brand, come maybe third or fourth, actually. And I actually don't think you need the visual elements of a brand to start selling, and produce or monetizing. And fact I think it's important if you don't have another source of income, and you're just, you know, letting go of that and you're launching your business, I would say you need to monetize as fast as possible. If you do have another source of income, and you want to take the time, and you've got the budget to set up those visual elements, then by all means, do it. Because I believe too, it sends a message about your reputation about your image, which helps build credibility and helps build trust with potential clients. 


Josh: Yeah, and, and I love that you say it that way. Because I think we're, we're kind of living in a world where people are like, you have to have an apple type brand if you want to sell anything. But the reality is, and from what I've seen, you can correct me if I'm wrong, I actually kind of like it when people disagree with me. It's fun because it puts both sides to an argument, right? But, But what's really interesting is every time somebody mentions a good Brand, I mentioned Apple, well, whenever you see the apple, you know what it is?  My problem with that is when you're selling a digital product, or maybe you have an e commerce store, and you're selling multiple products, you don't really need a cool logo, because the logo isn't what sells it. It's your sales message that sells it, it's not really going to create that referral traffic for you in the long term. You know, I mean, that's just my opinion.


Rachel: But no, I agree with you. And I also think it's the reputation that sells it. So, Apple, is probably not the visual pieces that are selling it, what selling Apple products is, we know, they're well made, we know, they're typically cutting edge, we know the policies of the brand in terms of customer service, and the warranties that they offer on their products. And so that gives us that comfort to keep investing in their products, no matter how crazy expensive they get, because we know we're getting quality. And then we as customers also want to be synonymous with that quality, right? Like if we invest in the best things, if that's something that's important to our value system. That's why we're supporting a company like apple. But to your point, again, Josh, we don't have to create

the visual Apple logo, but we do need to identify our reputation. And with the with the business brand, we're creating. And so, as a solopreneur, when you're launching, a lot of times, you're starting to get customers just through word of mouth, right. And that's happening because you already have a reputation, it doesn't matter if you're brand ID or if you're a Titan, or what your business brand is called, what matters is that people who refer business to you know, they can depend on you right to deliver a quality product or quality service. And that's why, why you'll get business and part of the branding process. Again, if you take the time to kind of do it upfront, I think it's just the foundation of any new business is associating that reputation that you already have, with what you're putting out online. And in part of that, I think to that integrity is, you know, we were saying we were chatting before this, and we haven't known each other long, but we feel a connection. And I think that integrity, and that, you know, like your spidey sense about person just kicks in immediately through video through zoom calls. Even if you're not watching a person live on video, like you still get a feel for them and their brand. And so, some of those elements embedded in your sales materials, your marketing materials, I think are really important. Way more than a logo is at the beginning. 


Josh: Yeah, and I love that. I absolutely love that. Because, I mean, one of the reasons why, you know, apple, I think one of my favorite things about them with their branding is that they've, whether their tech is superior or not, you know, everybody will argue that androids are always better. But what they've done is they have trained their buyers to stand outside in the cold for two days to buy a phone. Yeah, buy the new piece of tech. And I think people are too caught up on Oh, it's because the techs cool, but it has nothing to do with the technology, right? It has everything to do with what you're talking about the values that they instill in their people and, and how they train their buyers to buy. that's something we've been focusing on really heavily recently is how many people actually want to be sold and then we have to train them you don't try to manipulate them into your way of doing it but you have to educate and train them on how to buy from you. We've had people you've probably seen the same thing but you'll an influencer will reach out to you and be like, Hey, I'm ready to sell this course I’ve got a million followers, let's do it, right, you launch the course out and nobody buys. And it's because you've trained them that you're always going to give them free stuff and you're only worth free value. And so, the people aren't trained to buy from you. So, you have to start the training process of Hey, now my brand is actually going to sell to you. So, you know, for you, coming from a branding perspective, where you guys actually focus on helping with the site, the logo, the copy of everything, and the branding aspect? Um, where should people really be starting? If they already have an existing company? Where should they be starting to actually establish a real brand?



Rachel: I would say if they haven't done some of the foundational work, when they first launched, I would start there, because you also want to establish a culture around your brand. And that's if you've got a team of people, I would start there and I would actually pull your core team into the process of establishing your brand. But you want to start with also things that you put a stake in the ground about. So, causes that might be important to you, or ethical practices in the business that you're practicing that are important to you. And you want to start talking about those things, whether it's on your website, or on guest posts or interviews or wherever that might be. Because again, that's part of the reputation setting and part of establishing the why of someone will buy from your brand versus another and I don't want to forget to mention this, Josh, but Simon Sinek has a great book called start with why. And he did a TED talk on exactly why people buy from Apple, which is so fascinating. And I just wanted to put that out there for your listeners to listen to that. Because to your point of people standing out, you know, for a day or so to buy an iPhone. And it's not about the tech, you're spot on about that. But I think people will be surprised to really understand psychologically, what's motivating to take that action. And again, that was started years back when Steve Jobs was establishing that brand. So, it's the same today, for people who have, like you said, established companies, you have to have that foundation in place. And if you've already started selling your product, that's great, because you've got the capital to invest in really establishing your brand, but it has to be identified the pillars that your brand stands for and feels passionate about that will attract the consumers that are passionate about those same things to you, too.


Josh: Yeah, I love that. And I think we're really hitting on a spot here that is going to be important for our listeners, you know whether they've plateaued at six or seven figures, and they're trying to, to decide which direction to go. And if you're planning on scaling your business, what are the number one branding activities is to actually focus on building an advocacy base, or a referral base in your in your existing clientele. And that seems to be really where you come in Rachel is saying, hey, let's, let's brand you in a way that's going to generate the advocacy. So, my question for you is, what is that big difference? Because I mean, there's initial branding activities you need to be doing. But if you haven't been doing them, what are the, the activities you should be doing to promote your customers actually referring business to you?


Rachel: Well, one thing you mentioned before the interview, right was talking to your ideal customers that you currently have and directly asking them for referrals, which is always a great idea that you know, there are people who can speak firsthand about your, your work. Another idea is to partner with other businesses that have a similar demographic that you do but offer a different service because, again, essentially a warm way to be introduced to somebody those are the two that come to mind. Actually, there is a third, which is also a form of partnership, but it's coming at it slightly different, which is more organically. So, look in your business and what tools you're using to conduct your business and see if some of those software providers are also are also need the services that you provide and reach out to them and see if, if there is a potential referral program there too. And that one's more organic, because again, it's just sometimes those ideal partnerships are right in front of us. It's just we're thinking about them as a consumer and not as a partner. So just really like shedding the light on those pieces and seeing where that synergy exists. And also, that synergy needs to be more than just we support the same demographic. It also needs to be we support or we do business in this same way, right? Because the people you partner with also represent your brand and it's really important for you to stay aligned with brands who have similar values and similar ethical business practices as you do. 


Josh: Yeah. And I really, I don't know if you knew this or not, but that's like our number one strategy here is partnering with people. Because it's, I completely agree with you. It's a warm introduction, whether there, you know, they're not doing the typical networking way of like, oh, I'll share your card with my, you're saying, Let me give you a shout out or add you into our email sequence or in some cases that we've seen is, is that co-branding opportunity, where you maybe build a course together like a small mini course together webinar something and those produce some amazing results because you're, you're really getting that person to give the advocacy for you to their audience? I don't know about you. And I'm going to ask you a few strategies about this but, but we found that one of the best strategies is to actually get people who are your customers do that for you like for us, I actually won't really do partnerships with people unless they've gone through our programs. As if, if we don't do that, they don't know. I'm really what we stand for and like you said, like how we do business is hugely important. So, I would ask you this, how have you identified partners, and what has been some of the great partnerships that you've done that have really helps generate results for your company.


Rachel: So, I see that the first one we had, which actually started about We've been in business, 12 years, I'd say about nine years ago, maybe 10 years ago, I joined a membership community. And those were just starting at that point, it was called third tribe marketing. I don't know if you remember it. But it was started by Chris Brogan and the team from copy blogger and I started getting involved in that group Studio Press themes, Genesis themes, which were also the parent company back in that point was copy blogger. I was talking about the work we were doing in there. And the owner who I, again, it was a small brand at that time reached out to me and said, Wow, I really love what you're doing. with WordPress, not me specifically, by the way, I'm not a technical person, but a developer, I had a designer that worked with me at the time, were really producing some amazing websites. And he said, you know, we'd love to feature these websites on our platform, because we were using their platform, I said, Okay, perfect so, we had to submit a certain amount of websites to them to actually go underneath and review the code. So that became our first partnership with StudioPress. And we became a preferred developer of their, their tools. And at that point, there were only about 10 or 15 companies that had that. So that actually really helped our business tremendously. That was one another was I this is a funny story actually saw just a quick side note, because it is a partnership. When I was launching my business, I had just had my second child. And I remember listening to a reading, reading Chris Brogan blog, again, 12 years ago, so he was a real avid blogger, and he was a person you follow to launch a business and learn how to do it. And then through the years, got to know him, and he became a client of ours. And we also just had you know, a partnership where we offered one of our products to his clientele. So that was more of a you know, also very organic, but I just remember feeling like oh my gosh, what a full circle moment, right? That now I'm able to partner with this person. So that's a couple, a couple actual stories. But something else I would do, again, is just like, take a really close analysis of, of what you're already using and see what tools you really are passionate about to promoting or another, another way to look at that is if you find yourself recommending a certain product to clients over and over, that's also a good place to seek a potential partnership because you're, you know, you're what's the word an evangelist for a particular product for some reason. So that's again, another good place to partner and you can also look for just any affiliate that you feel comfortable promoting, you know a lot of product or software tools or even people with their courses, right offer affiliate opportunities. So, if that's a part of your marketing plan, promoting other people's products and making, you know, some of that sell in a commission, that's another way to go about it.

Josh: Yeah, I love that. I mean, I really think that there's, there's so many ways you can do those partnerships and, and I'd love to even get into the content strategy behind that. Unfortunately, we're running out of time, but, but I, I really like your methodology on that because it's, it's all about finding, people call it brand alignment, but I like the value alignment or relationship alignment, because we've even found there some people, I'm like, these are gonna be a great partner, but they're way more of an aggressive marketer than I am. and so our strategies just collide, and it doesn't end up really yielding any money for anybody or any adults. Because you're like, our products were synonymous. Our messaging was on point. But it was different. And so, it didn't work. Well. My people aren't used to being like, Grant Cardone, right. so anyway, so I love that. Well, and I want to ask you this, because you came in here asking if you could, could do this for our audience. And I was like, heck, yes, let's do it. I love giving these options for people, you have a guide that will help people actually walk through this, and a whole book on this, helping people to set this up for their own companies. So where can people get access to all that?

Rachel: Well, we're offering it to your Titan tribe, and the brand ID but it's actually the\Titan. You can get the digital download of the book, you can get a target audience exercise, here's what the book looks like and a couple other goodies over there.

Josh: And I love that everybody, make sure you go check that out. I mean, when people bring in freebies like this, everybody's like, Oh, it's gonna get me marketing, right, people are gonna start marketing to me to death. But I would I would recommend to everybody that you take advantage of these freebies like this one, because it allows you to really checklists, what you're doing, and realize, and if that means, hey, you should get further into Rachel's world, I would highly recommend it. I mean, somebody like her and her company could help you establish that whole brand strategy and take it off your plate. Because as her and I were talking about this, what people don't realize is branding, your own company is extremely, there's so many pieces, there's a lot of pieces that when it comes to it, so you can do it yourself, for sure. But I would highly recommend going and hiring their company as well. She wasn't going to do a hard pitch. So, I was going to say,

Rachel: yeah, you can be right on that.

Josh: So, make sure you go check that out. That says the And I'll also link that in the notes in the show notes as well. But Rachel, I want to ask you one final question. And you know, we've covered a lot of different topics in this interview. So, if there was one thing you could leave with our audience, what would that be?

Rachel: I would say it's to really just take the time to tap into your soul, your essence, I don't mean to sound too woowoo. But life moves at a really fast pace for most of us. Business owners are not. And we don't have the time to ask ourselves very grounding questions at any stage of our business life. And when you can do that, when you can pause long enough to figure out why you're doing what you're doing. Even daily, just for five seconds that day, and approach that day from a proactive place versus a reactive place, and staying grounded on where you want to go. No, I was called goal setting. It's like setting your GPS when you can stay grounded in that and I personally suffer from this too. Like I'll, I'll find something new and think Oh yeah, I should launch that. But the more you can stay grounded in who you are and why you're doing what you're doing the further and the faster you'll grow.