Pebble Presents
Welcome to Pebble Presents, where we explore the latest trends in marketing, research, and brand strategy. Join Emelia Rallapalli, Founder of Pebble Strategy, as she uncovers inspiring and interesting stories from leaders in business, marketing, insights, and design.
Whether you’re new to the world of business and insights, or a seasoned practitioner of the dark art of marketing, Pebble Presents is a place to hear Emelia and her guests dig into the inner workings – and potential futures – of the world of innovation, creativity, and marketing.
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Pebble Presents
Episode 15: The elements of branding with Johanna Pino
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In this episode of Pebble Presents, I talk with Johanna Pino, brand strategist, graphic designer, author, and instructor, about how to successfully brand a product or business. We discuss Johanna’s career journey, the four stages of successful branding, and what can get you to a sound design strategy (as well as the importance of implementation). This episode isn’t about one designer’s preferences. It’s about what’s possible when you apply a reliable method of brand work, so the investment has tangible impact.
If you work in marketing, branding, or create assets and communications that use your company’s brand, this is for you!
Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.
Johanna Pino is a brand strategist, graphic designer, author, and instructor. She has been creating strategy, identity, and strategic communication for startups and Fortune 100s, across industries for 30 years. Her passion is in creating functional beauty that solves problems and makes the world better.
Welcome to Pebble Presents.
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References
- The Elements of Branding by Johanna D. Pino
- Johanna Pino on LinkedIn
- Johanna Pino Branding
- What Color is Your Parachute by Richard N. Bolles (referenced)
Show Notes
0:28 - Emelia introduces Johanna and today's focus
2:40 - Johanna traces her unlikely path to branding
6:34 - Johanna on family influence — and why blazing her own trail was the only option
8:02 - Johanna explains why she wrote The Elements of Branding — and what she wanted it to do differently
14:11 - Johanna breaks down the 4 stages of branding and why each matters
17:27 - Johanna on navigating conflicting stakeholder opinions
19:11 - Johanna on external audience research, customer opinion, visual equities — and how she applies each
23:41 - Johanna shares how to present discovery so client teams can align for strategy
26:13 - Johanna talks through phase lengths, design process, and team structure on the client side for decision-making
34:53 - When to lock design direction and why implementation needs as much planning as the design
42:54 - Johanna's advice for business leaders to set their branding process up for success
44:24 - Emelia leads Johanna through our lightning round
51:48 - Emelia wraps up the episode
Episode Credits
Executive Produced & Hosted by Emelia Rallapalli
Produced by Stephanie Watanabe
Edited & Post Produced by Erin Zimmerman
Artwork & Design by Liisa Turan-Walters