Chapter 1: Understanding Brand Values

Brand values embody the beliefs that define a company. It might appear trivial—especially if you've hastily selected a few appealing words based on what you think your audience wants. However, when genuinely articulated, brand values become a crucial asset for your business.

As part of our exploration into building a credible and cherished brand, I had the opportunity to speak with Solveig Petch.

Solveig Petch, also known as Petchy, is a dedicated brand strategist and designer with a focus on creating distinctive branding for the quietly rebellious. With over two decades of experience and a degree in Design Management, she uniquely blends strategy with design to facilitate brand transformations. Her goal is to help values-driven business owners connect with their ideal clients.

A firm advocate for building impactful brands without sacrificing authenticity, Solveig helps clients uncover their brand’s distinct purpose and personality, empowering them to embrace their uniqueness and forge meaningful connections.

Thank you for joining us! Can you share what inspired you to pursue this career?

Certainly! But fair warning: my journey has been anything but straightforward! From a young age, I knew I wanted to enter a creative profession, but my path has been filled with twists and turns.

Let's rewind to the vibrant 1980s and 90s. I was often the target of teasing, feeling isolated, which led me to dive into art, crafts, and literature. I spent countless hours drawing and creating, often retreating into the enchanting realms of books. Although I was quiet and compliant, I excelled academically and was the quintessential "good girl" seeking approval. By my teenage years, I was determined to become a graphic designer, and at fifteen, I left my childhood island to study art and design. A few years later, I stumbled upon a degree in Design Management, which resonated deeply with me.

After graduation, I took the conventional route in corporate settings, but an unexpected agency closure launched me into entrepreneurship. Suddenly, I was a co-founder of a design agency, a role I had never envisioned for myself. Despite gaining valuable experience, I struggled with corporate expectations that often conflicted with my identity. It was only when I embarked on my solo business journey in 2016 that I began to embrace my authentic self.

It took some time to shake off the pressures of fitting into corporate molds, especially in a landscape filled with self-proclaimed experts touting their methods as the only way. Today, I leverage my personal experiences in my work, using my intuition to identify my clients' needs, often before they recognize them themselves.

Can you share a memorable marketing misstep you encountered early on? What did you learn from it?

While I wouldn't label my early mistakes as funny, I certainly made my share! One major oversight was not adhering to my own principles; I constructed a brand that conformed to others' expectations instead of reflecting my authentic self. My marketing back in 2016 was rigid and felt uncomfortable, much like ill-fitting jeans. It's amusing now, considering I'm known for teaching the opposite approach!

What differentiates your company from others? Can you provide an example?

Ultimately, it's me who sets my company apart. I infuse my personality into my business, and I've cultivated a knack for sensing my clients' unexpressed needs. This skill allows me to inform my strategic and design work effectively. I present my authentic self—Petchy, the imperfect human, not just a polished brand. By being open and honest, I foster deep connections with my clients, which in turn enhances trust.

Are there any exciting projects on your horizon? How do you envision them benefiting others?

I'm always engaged in exciting projects! My clients span a variety of industries, from craft cider producers to startups in the subsea sector. What unites them is a commitment to a purpose that transcends mere profit. By supporting these brands, I contribute to a larger positive impact, which is deeply fulfilling.

Now, let’s delve into a crucial topic: how do you differentiate brand marketing from product marketing?

Branding and advertising work synergistically to cultivate a strong, recognizable brand. It's vital to distinguish between "brand" and "branding." Many mistakenly equate branding with visual elements like logos and colors. In reality, a brand encompasses how people perceive your company—it's an amalgamation of emotions and experiences associated with it.

While you cannot entirely control perceptions, you can influence them through effective branding, which involves creating a distinct identity that reflects your values and resonates with your audience. In contrast, advertising focuses on promoting specific products or services through various media, emphasizing features and benefits.

Why is it essential to invest in brand development in addition to traditional marketing efforts?

Without a clear brand foundation, consistency becomes a challenge. You risk sending mixed signals that confuse your audience and attract the wrong clientele. Investing time in establishing brand clarity simplifies your marketing strategies, enabling you to maintain a cohesive presence across all channels. This consistency enhances your brand's "know, like, and trust factor."

Can you outline five strategies to cultivate a trusted brand? Please share examples for each.

It's crucial to start with your brand's core values. Today, consumers prefer brands that embody a purpose beyond mere profit. Brands with heartfelt values foster authentic connections and loyalty.

1. Brand with Purpose: Your brand's existence should transcend profit-making. While profitability is necessary, a purpose-driven approach fosters deeper customer relationships, elevating your brand beyond a mere commodity.
2. Lead with Authentic Values: Shoppers often choose brands that resonate with their values. Brands that align with customers' beliefs attract loyal patrons who are eager to spread the word.
3. Define Your Vision and Mission: Your vision outlines your long-term aspirations, while your mission details daily actions toward those goals. Letting your values guide you can create a meaningful impact.
4. Show Authentic Personality: Brands that connect with consumers on a personal level often achieve greater loyalty. Developing a unique brand personality can enhance emotional engagement.
5. Consistent Presence: Authenticity and consistency across platforms build trust. When your brand embodies its values and maintains a cohesive identity, recognition and loyalty grow.

Chapter 2: Successful Branding in Action

One exemplary brand is Talormade, a lesser-known coffee and donut company in Norway. Their fun, quirky identity resonates with customers, and they excel in transparency and storytelling. Their commitment to maintaining brand consistency and delighting customers across all touchpoints showcases that even small brands can make a significant impact.

In contrast to advertising, success in brand-building is measured differently. Metrics for assessing brand campaigns include awareness, perception, engagement, and loyalty. Surveys and focus groups can help gauge effectiveness, but these metrics can also be influenced by external factors.

Social media's role in my branding has evolved. While it once played a major part, my focus now is on fostering genuine connections through referrals and nurturing relationships.

If you could inspire a movement for positive change, what would it look like?

I envision a movement advocating for equal opportunities and respect for all individuals, regardless of their background. It's crucial to create a society where everyone feels valued and accepted. While one person can't change the world, we can strive for compassion and understanding.

What is your favorite life lesson quote, and how has it influenced you?

"Boundaries are values in action." — Randi Buckley. This quote transformed my approach to both business and personal life, emphasizing the importance of defining boundaries to protect my integrity and values.

If you could share a meal with anyone influential, who would it be?

I'd love to share a pizza with Dana James Mwangi, Chris Do, and Seth Godin to discuss branding.

How can readers connect with you on social media?

You can find me on Instagram and LinkedIn. For deeper engagement, check my stories and direct messages on Instagram, where I share more personal insights.

Thank you for this inspiring conversation!