Episode 644 Branding from a Written Perspective With Todd Jones
Show Highlights
In this episode of the SDM Show, host Rob Cairns is joined by monthly co-host and copywriter Todd Jones to discuss the concept of branding beyond visual elements like logos. They delve into the importance of “Brand DNA”—the core messaging, values, and narrative that define a business’s identity and voice.
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Show Notes
Key Discussion Points
- Branding vs. Logos: Branding is often mistakenly reduced to just a logo. True branding includes comprehensive style guides that dictate word choice, capitalization, tone, and specific messaging across all platforms.
- The “Brand DNA”: Todd introduces the concept of Brand DNA, which comprises the core messaging platform of a business. This includes a company’s internal stories, specific values, and the “why” behind its founding.
- The Challenge of Content Creation: Many small to medium businesses struggle with content because they underestimate the difficulty and time required to write effective copy. Rob emphasizes that content creation should be a partnership between the business and the agency, rather than a task simply “dumped” on developers.
- Authentic Values: “Core values” are often generic or ignored by staff if they aren’t rooted in specific, internal stories. For a value to be real, it must be connected to a narrative about why it matters to the brand.
- AI and Branding: While AI tools like ChatGPT, Claude, and Gemini are useful for generating content, they can produce generic “AI slop” if not guided by a well-defined Brand DNA. To make AI-generated copy sharper and more personal, businesses must feed the AI their specific brand narrative and voice.
Practical Tips for Building Brand DNA
- Unfiltered Brainstorming: Go for a walk or do something monotonous while recording your thoughts on a smartphone. This helps clear your head and allows your brand story to emerge naturally and without self-censorship.
- Use Transcripts: Record conversations about your brand, then use an LLM (Large Language Model) to extract the core elements and bullet points from those transcripts to build your messaging framework.
- Specific Over Vague: Avoid generic values like “transparency” or “customer service.” Instead, find the specific stories that illustrate these principles in action within your company.
Featured Tools and Resources
- All-in-One WP Migration: Sponsored the episode; a trusted WordPress migration plugin for moving sites between hosts or domains.
- The Web Copy System: Todd’s framework (formerly the Website Copy Framework) for helping businesses extract and organize their brand messaging.
- Brand DNA Excavator: A tool Todd developed to help businesses use AI as a consultant to define their brand document.
Connect with the Hosts
- Rob Cairns: Founder and CEO of Stunning Digital Marketing.
- Todd Jones: Copywriter and creator of the Web Copy System.
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