{"version":"1.0.0","segments":[{"speaker":"Erin Geiger","startTime":2.46,"endTime":4.86,"body":"Welcome to the"},{"speaker":"Erin Geiger","startTime":2.46,"endTime":4.86,"body":"Small Business big mindset"},{"speaker":"Erin Geiger","startTime":4.86,"endTime":8.46,"body":"Podcast, where we dive into"},{"speaker":"Erin Geiger","startTime":4.86,"endTime":8.46,"body":"tactical strategies to grow your"},{"speaker":"Erin Geiger","startTime":8.46,"endTime":12.51,"body":"business and make an impact on"},{"speaker":"Erin Geiger","startTime":8.46,"endTime":12.51,"body":"this world. A huge part of"},{"speaker":"Erin Geiger","startTime":12.51,"endTime":16.02,"body":"success is keeping your mindset"},{"speaker":"Erin Geiger","startTime":12.51,"endTime":16.02,"body":"and vision on track. So this is"},{"speaker":"Erin Geiger","startTime":16.02,"endTime":20.64,"body":"a major part of our process, and"},{"speaker":"Erin Geiger","startTime":16.02,"endTime":20.64,"body":"this podcast. Let's do this."},{"speaker":"Erin Geiger","startTime":24.33,"endTime":27.51,"body":"Welcome back to the Small"},{"speaker":"Erin Geiger","startTime":24.33,"endTime":27.51,"body":"Business big mindset podcast."},{"speaker":"Erin Geiger","startTime":27.51,"endTime":31.53,"body":"I'm Erin Geiger. This week we're"},{"speaker":"Erin Geiger","startTime":27.51,"endTime":31.53,"body":"discussing establishing and"},{"speaker":"Erin Geiger","startTime":31.53,"endTime":35.58,"body":"maintaining a successful brand"},{"speaker":"Erin Geiger","startTime":31.53,"endTime":35.58,"body":"identity. Having a strong brand"},{"speaker":"Erin Geiger","startTime":35.58,"endTime":39.27,"body":"can make the difference between"},{"speaker":"Erin Geiger","startTime":35.58,"endTime":39.27,"body":"a successful business and one"},{"speaker":"Erin Geiger","startTime":39.27,"endTime":42.93,"body":"that falls prey to the growing"},{"speaker":"Erin Geiger","startTime":39.27,"endTime":42.93,"body":"competition. Some might think"},{"speaker":"Erin Geiger","startTime":42.93,"endTime":45.9,"body":"that your brand identity is"},{"speaker":"Erin Geiger","startTime":42.93,"endTime":45.9,"body":"simply your logo and design of"},{"speaker":"Erin Geiger","startTime":45.9,"endTime":49.68,"body":"your website. However, as you"},{"speaker":"Erin Geiger","startTime":45.9,"endTime":49.68,"body":"can imagine, it goes far further"},{"speaker":"Erin Geiger","startTime":49.68,"endTime":53.13,"body":"than that. Your brand identity"},{"speaker":"Erin Geiger","startTime":49.68,"endTime":53.13,"body":"is what makes you unique. What"},{"speaker":"Erin Geiger","startTime":53.13,"endTime":56.01,"body":"makes you stand out. It's how"},{"speaker":"Erin Geiger","startTime":53.13,"endTime":56.01,"body":"your audience finds you and"},{"speaker":"Erin Geiger","startTime":56.01,"endTime":58.65,"body":"missed all the noise of the"},{"speaker":"Erin Geiger","startTime":56.01,"endTime":58.65,"body":"competition around you."},{"speaker":"Erin Geiger","startTime":59.19,"endTime":62.34,"body":"Understanding your audience and"},{"speaker":"Erin Geiger","startTime":59.19,"endTime":62.34,"body":"your goals is key to creating"},{"speaker":"Erin Geiger","startTime":62.34,"endTime":66.24,"body":"your brand identity. building"},{"speaker":"Erin Geiger","startTime":62.34,"endTime":66.24,"body":"connections that last is core to"},{"speaker":"Erin Geiger","startTime":66.24,"endTime":70.14,"body":"this. Branding starts with"},{"speaker":"Erin Geiger","startTime":66.24,"endTime":70.14,"body":"knowing who your customer is, is"},{"speaker":"Erin Geiger","startTime":70.14,"endTime":73.38,"body":"combining this knowledge with"},{"speaker":"Erin Geiger","startTime":70.14,"endTime":73.38,"body":"the visual elements to zero in"},{"speaker":"Erin Geiger","startTime":73.38,"endTime":76.92,"body":"on the audience you're trying to"},{"speaker":"Erin Geiger","startTime":73.38,"endTime":76.92,"body":"reach. Yes, that includes logos"},{"speaker":"Erin Geiger","startTime":76.92,"endTime":80.28,"body":"and a color scheme, but also"},{"speaker":"Erin Geiger","startTime":76.92,"endTime":80.28,"body":"content such as blog posts,"},{"speaker":"Erin Geiger","startTime":80.31,"endTime":84.36,"body":"email marketing, social media"},{"speaker":"Erin Geiger","startTime":80.31,"endTime":84.36,"body":"posts, customer service, etc."},{"speaker":"Erin Geiger","startTime":84.87,"endTime":88.17,"body":"building out these areas is a"},{"speaker":"Erin Geiger","startTime":84.87,"endTime":88.17,"body":"gradual process defining your"},{"speaker":"Erin Geiger","startTime":88.17,"endTime":91.77,"body":"brand identity does not happen"},{"speaker":"Erin Geiger","startTime":88.17,"endTime":91.77,"body":"overnight. Take a look at your"},{"speaker":"Erin Geiger","startTime":91.77,"endTime":94.86,"body":"favorite brands and see what"},{"speaker":"Erin Geiger","startTime":91.77,"endTime":94.86,"body":"tactics they use to stand out."},{"speaker":"Erin Geiger","startTime":96.12,"endTime":102.0,"body":"outline your audience hear this"},{"speaker":"Erin Geiger","startTime":96.12,"endTime":102.0,"body":"you must niche down. If you're"},{"speaker":"Erin Geiger","startTime":102.0,"endTime":106.2,"body":"trying to help everyone you are"},{"speaker":"Erin Geiger","startTime":102.0,"endTime":106.2,"body":"most likely helping no one be as"},{"speaker":"Erin Geiger","startTime":106.2,"endTime":111.03,"body":"specific as possible. I know I"},{"speaker":"Erin Geiger","startTime":106.2,"endTime":111.03,"body":"know I hear all the time that"},{"speaker":"Erin Geiger","startTime":111.03,"endTime":114.27,"body":"you feel like if you a niche"},{"speaker":"Erin Geiger","startTime":111.03,"endTime":114.27,"body":"niche or niche or niche,"},{"speaker":"Erin Geiger","startTime":114.3,"endTime":117.96,"body":"everybody's has a different down"},{"speaker":"Erin Geiger","startTime":114.3,"endTime":117.96,"body":"too much that maybe you're"},{"speaker":"Erin Geiger","startTime":117.96,"endTime":120.87,"body":"making your client base too"},{"speaker":"Erin Geiger","startTime":117.96,"endTime":120.87,"body":"small, you're missing out on"},{"speaker":"Erin Geiger","startTime":120.87,"endTime":124.14,"body":"other business, I can tell you"},{"speaker":"Erin Geiger","startTime":120.87,"endTime":124.14,"body":"that can't be further from the"},{"speaker":"Erin Geiger","startTime":124.14,"endTime":127.8,"body":"truth. The more detail you get"},{"speaker":"Erin Geiger","startTime":124.14,"endTime":127.8,"body":"of who you are serving, the more"},{"speaker":"Erin Geiger","startTime":127.8,"endTime":134.46,"body":"you're going to see success in"},{"speaker":"Erin Geiger","startTime":127.8,"endTime":134.46,"body":"your business. So look at what"},{"speaker":"Erin Geiger","startTime":134.49,"endTime":139.14,"body":"your product or service serves"},{"speaker":"Erin Geiger","startTime":134.49,"endTime":139.14,"body":"Be as specific as possible. What"},{"speaker":"Erin Geiger","startTime":139.14,"endTime":141.54,"body":"hole Are you filling? what"},{"speaker":"Erin Geiger","startTime":139.14,"endTime":141.54,"body":"problem are you helping to"},{"speaker":"Erin Geiger","startTime":141.54,"endTime":145.56,"body":"solve? How are you making their"},{"speaker":"Erin Geiger","startTime":141.54,"endTime":145.56,"body":"lives easier? You must create"},{"speaker":"Erin Geiger","startTime":145.56,"endTime":148.98,"body":"your ideal customer avatar."},{"speaker":"Erin Geiger","startTime":145.56,"endTime":148.98,"body":"We've mentioned this in other"},{"speaker":"Erin Geiger","startTime":148.98,"endTime":152.31,"body":"episodes go further than their"},{"speaker":"Erin Geiger","startTime":148.98,"endTime":152.31,"body":"age range their gender and"},{"speaker":"Erin Geiger","startTime":152.31,"endTime":155.61,"body":"location demographics. What"},{"speaker":"Erin Geiger","startTime":152.31,"endTime":155.61,"body":"makes them tick? Where do they"},{"speaker":"Erin Geiger","startTime":155.61,"endTime":159.54,"body":"shop? What are their hobbies,"},{"speaker":"Erin Geiger","startTime":155.61,"endTime":159.54,"body":"kids they travel? If so, where?"},{"speaker":"Erin Geiger","startTime":159.72,"endTime":162.78,"body":"What do they do for employment"},{"speaker":"Erin Geiger","startTime":159.72,"endTime":162.78,"body":"dig deep to really get to know"},{"speaker":"Erin Geiger","startTime":162.78,"endTime":164.16,"body":"the audience you are targeting."},{"speaker":"Erin Geiger","startTime":165.63,"endTime":168.93,"body":"A mission statement. A mission"},{"speaker":"Erin Geiger","startTime":165.63,"endTime":168.93,"body":"statement should define what you"},{"speaker":"Erin Geiger","startTime":168.93,"endTime":171.93,"body":"stand for why your company is"},{"speaker":"Erin Geiger","startTime":168.93,"endTime":171.93,"body":"here in the first place. It's"},{"speaker":"Erin Geiger","startTime":171.93,"endTime":175.47,"body":"also a good place to start. As"},{"speaker":"Erin Geiger","startTime":171.93,"endTime":175.47,"body":"you grow. You will use your"},{"speaker":"Erin Geiger","startTime":175.47,"endTime":178.62,"body":"mission statement as a yardstick"},{"speaker":"Erin Geiger","startTime":175.47,"endTime":178.62,"body":"when you bring employees on"},{"speaker":"Erin Geiger","startTime":178.62,"endTime":181.17,"body":"board. And your employees will"},{"speaker":"Erin Geiger","startTime":178.62,"endTime":181.17,"body":"come back to this mission"},{"speaker":"Erin Geiger","startTime":181.17,"endTime":184.32,"body":"statement time and again, when"},{"speaker":"Erin Geiger","startTime":181.17,"endTime":184.32,"body":"making decisions within their"},{"speaker":"Erin Geiger","startTime":184.32,"endTime":188.52,"body":"role, per Forbes articulating"},{"speaker":"Erin Geiger","startTime":184.32,"endTime":188.52,"body":"what your company does, how you"},{"speaker":"Erin Geiger","startTime":188.52,"endTime":192.03,"body":"do what you do, who your"},{"speaker":"Erin Geiger","startTime":188.52,"endTime":192.03,"body":"audience is, and your value are"},{"speaker":"Erin Geiger","startTime":192.03,"endTime":195.6,"body":"the four things to clearly"},{"speaker":"Erin Geiger","startTime":192.03,"endTime":195.6,"body":"define. To help you create your"},{"speaker":"Erin Geiger","startTime":195.6,"endTime":198.18,"body":"mission statement. Take a look"},{"speaker":"Erin Geiger","startTime":195.6,"endTime":198.18,"body":"at the mission statements of"},{"speaker":"Erin Geiger","startTime":198.18,"endTime":201.18,"body":"companies you admire to get an"},{"speaker":"Erin Geiger","startTime":198.18,"endTime":201.18,"body":"idea of how these are formed."},{"speaker":"Erin Geiger","startTime":201.9,"endTime":206.01,"body":"visuals are many this is where"},{"speaker":"Erin Geiger","startTime":201.9,"endTime":206.01,"body":"it gets really fun, you'll most"},{"speaker":"Erin Geiger","startTime":206.01,"endTime":208.89,"body":"likely want to invest in a"},{"speaker":"Erin Geiger","startTime":206.01,"endTime":208.89,"body":"designer at this point, you can"},{"speaker":"Erin Geiger","startTime":208.89,"endTime":211.5,"body":"collaborate when creating a"},{"speaker":"Erin Geiger","startTime":208.89,"endTime":211.5,"body":"style guide. This usually"},{"speaker":"Erin Geiger","startTime":211.5,"endTime":214.38,"body":"includes your logo, color"},{"speaker":"Erin Geiger","startTime":211.5,"endTime":214.38,"body":"palette, fonts, and image"},{"speaker":"Erin Geiger","startTime":214.38,"endTime":217.74,"body":"styles. Take a look at visual"},{"speaker":"Erin Geiger","startTime":214.38,"endTime":217.74,"body":"elements that align with a"},{"speaker":"Erin Geiger","startTime":217.74,"endTime":220.92,"body":"mission statement you created."},{"speaker":"Erin Geiger","startTime":217.74,"endTime":220.92,"body":"You want to all to tie in"},{"speaker":"Erin Geiger","startTime":220.92,"endTime":224.85,"body":"together. This will also help"},{"speaker":"Erin Geiger","startTime":220.92,"endTime":224.85,"body":"you to form your voice. You want"},{"speaker":"Erin Geiger","startTime":224.85,"endTime":227.52,"body":"your voice to be unique, of"},{"speaker":"Erin Geiger","startTime":224.85,"endTime":227.52,"body":"course but also take a look"},{"speaker":"Erin Geiger","startTime":227.52,"endTime":230.94,"body":"around. Do some research as to"},{"speaker":"Erin Geiger","startTime":227.52,"endTime":230.94,"body":"other outlets your audience"},{"speaker":"Erin Geiger","startTime":230.94,"endTime":234.54,"body":"gravitates toward what tone?"},{"speaker":"Erin Geiger","startTime":230.94,"endTime":234.54,"body":"What voice do they use within"},{"speaker":"Erin Geiger","startTime":234.54,"endTime":237.66,"body":"their content? Does it resonate"},{"speaker":"Erin Geiger","startTime":234.54,"endTime":237.66,"body":"in a positive way to your target"},{"speaker":"Erin Geiger","startTime":237.66,"endTime":241.41,"body":"audience? be transparent and"},{"speaker":"Erin Geiger","startTime":237.66,"endTime":241.41,"body":"true to what your brand stands"},{"speaker":"Erin Geiger","startTime":241.41,"endTime":245.64,"body":"for? stand for something."},{"speaker":"Erin Geiger","startTime":241.41,"endTime":245.64,"body":"Another thing we cannot stress"},{"speaker":"Erin Geiger","startTime":245.64,"endTime":249.75,"body":"enough, be consistent. Once you"},{"speaker":"Erin Geiger","startTime":245.64,"endTime":249.75,"body":"have found your identity, your"},{"speaker":"Erin Geiger","startTime":249.75,"endTime":255.24,"body":"voice stay in your lane. Will"},{"speaker":"Erin Geiger","startTime":249.75,"endTime":255.24,"body":"you evolve? Absolutely. Should"},{"speaker":"Erin Geiger","startTime":255.24,"endTime":258.78,"body":"you twist and turn and reinvent"},{"speaker":"Erin Geiger","startTime":255.24,"endTime":258.78,"body":"yourself at after every shiny"},{"speaker":"Erin Geiger","startTime":258.78,"endTime":262.83,"body":"object? Do you see? Please don't"},{"speaker":"Erin Geiger","startTime":258.78,"endTime":262.83,"body":"evolving over time and growing"},{"speaker":"Erin Geiger","startTime":262.83,"endTime":267.21,"body":"into your own skin is great."},{"speaker":"Erin Geiger","startTime":262.83,"endTime":267.21,"body":"Following the suppose the next"},{"speaker":"Erin Geiger","startTime":267.21,"endTime":270.9,"body":"big thing isn't? Remember, you"},{"speaker":"Erin Geiger","startTime":267.21,"endTime":270.9,"body":"are connecting with your"},{"speaker":"Erin Geiger","startTime":270.9,"endTime":274.56,"body":"audience and want them to know"},{"speaker":"Erin Geiger","startTime":270.9,"endTime":274.56,"body":"like and trust you. How can they"},{"speaker":"Erin Geiger","startTime":274.56,"endTime":277.71,"body":"feel as though they have a"},{"speaker":"Erin Geiger","startTime":274.56,"endTime":277.71,"body":"relationship with your brand if"},{"speaker":"Erin Geiger","startTime":277.71,"endTime":281.64,"body":"you're constantly morphing into"},{"speaker":"Erin Geiger","startTime":277.71,"endTime":281.64,"body":"something else. This consistency"},{"speaker":"Erin Geiger","startTime":281.64,"endTime":285.18,"body":"goes for social media as well."},{"speaker":"Erin Geiger","startTime":281.64,"endTime":285.18,"body":"In addition to leverage a"},{"speaker":"Erin Geiger","startTime":285.18,"endTime":288.15,"body":"constant consistent tone and"},{"speaker":"Erin Geiger","startTime":285.18,"endTime":288.15,"body":"voice when creating your social"},{"speaker":"Erin Geiger","startTime":288.15,"endTime":291.66,"body":"media posts, it's better to post"},{"speaker":"Erin Geiger","startTime":288.15,"endTime":291.66,"body":"on a consistent schedule as"},{"speaker":"Erin Geiger","startTime":291.66,"endTime":295.74,"body":"well. Avoid posting a ton all of"},{"speaker":"Erin Geiger","startTime":291.66,"endTime":295.74,"body":"a sudden due to a special"},{"speaker":"Erin Geiger","startTime":295.74,"endTime":298.74,"body":"promotion. Or because you"},{"speaker":"Erin Geiger","startTime":295.74,"endTime":298.74,"body":"realize oh shoot I haven't"},{"speaker":"Erin Geiger","startTime":298.74,"endTime":301.89,"body":"posted in a while. I should put"},{"speaker":"Erin Geiger","startTime":298.74,"endTime":301.89,"body":"Something up, create a schedule"},{"speaker":"Erin Geiger","startTime":301.89,"endTime":305.19,"body":"you can stick to throughout the"},{"speaker":"Erin Geiger","startTime":301.89,"endTime":305.19,"body":"year. Make sure that you respond"},{"speaker":"Erin Geiger","startTime":305.19,"endTime":308.49,"body":"to those that engage with your"},{"speaker":"Erin Geiger","startTime":305.19,"endTime":308.49,"body":"social media posts as well. You"},{"speaker":"Erin Geiger","startTime":308.49,"endTime":311.19,"body":"want to ensure that your"},{"speaker":"Erin Geiger","startTime":308.49,"endTime":311.19,"body":"audience knows they are heard"},{"speaker":"Erin Geiger","startTime":311.34,"endTime":315.45,"body":"and are an integral part of your"},{"speaker":"Erin Geiger","startTime":311.34,"endTime":315.45,"body":"company's mission. The founder"},{"speaker":"Erin Geiger","startTime":315.45,"endTime":319.5,"body":"of Amazon Jeff Bezos says even"},{"speaker":"Erin Geiger","startTime":315.45,"endTime":319.5,"body":"better your brand is what other"},{"speaker":"Erin Geiger","startTime":319.5,"endTime":322.98,"body":"people say about you when you're"},{"speaker":"Erin Geiger","startTime":319.5,"endTime":322.98,"body":"not in the room. Your brand is"},{"speaker":"Erin Geiger","startTime":322.98,"endTime":326.1,"body":"your reputation and must be"},{"speaker":"Erin Geiger","startTime":322.98,"endTime":326.1,"body":"consistent in communication and"},{"speaker":"Erin Geiger","startTime":326.1,"endTime":330.06,"body":"experience across the board,"},{"speaker":"Erin Geiger","startTime":326.1,"endTime":330.06,"body":"whether that's within an office,"},{"speaker":"Erin Geiger","startTime":330.21,"endTime":334.32,"body":"on print collateral website,"},{"speaker":"Erin Geiger","startTime":330.21,"endTime":334.32,"body":"online ads content, or within"},{"speaker":"Erin Geiger","startTime":334.32,"endTime":338.79,"body":"your sales and customer service"},{"speaker":"Erin Geiger","startTime":334.32,"endTime":338.79,"body":"efforts. This is a process be"},{"speaker":"Erin Geiger","startTime":338.79,"endTime":341.79,"body":"patient and have fun with it."},{"speaker":"Erin Geiger","startTime":338.79,"endTime":341.79,"body":"We'll dive deeper into the"},{"speaker":"Erin Geiger","startTime":341.79,"endTime":345.36,"body":"concepts mentioned here to help"},{"speaker":"Erin Geiger","startTime":341.79,"endTime":345.36,"body":"you form your most authentic"},{"speaker":"Erin Geiger","startTime":345.36,"endTime":349.2,"body":"voice in other episodes. Thanks"},{"speaker":"Erin Geiger","startTime":345.36,"endTime":349.2,"body":"for tuning in to the Small"},{"speaker":"Erin Geiger","startTime":349.2,"endTime":353.01,"body":"Business big mindset podcast. Be"},{"speaker":"Erin Geiger","startTime":349.2,"endTime":353.01,"body":"authentic, bring an insane"},{"speaker":"Erin Geiger","startTime":353.01,"endTime":354.96,"body":"amount of value and keep"},{"speaker":"Erin Geiger","startTime":353.01,"endTime":354.96,"body":"crushing it"}]}