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\u201cYou\u2019re only a brand if you have meaning\xa0beyond your name.\u201d One of the more challenging questions I ask on a regular basis is, \u201cHow do you define what a brand is?\u201d Strategist Robin Fisher Roffer didn\u2019t miss a beat. You have to have meaning and communicate it across all touchpoints. You know, the\xa0easy\xa0stuff! We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Robin Fisher Roffer\nBrand strategist and storyteller, Robin Fisher Roffer has provided the rocket fuel that has launched and evolved dozens of media brands all over the world such as A&E, Animal Planet, CNN, Comedy Central, Discovery, FX, Hallmark Channel, History, Lifetime, MTV, and TNT.\nAs Founder and CEO of Big Fish Marketing, Inc., she leads an award-winning creative team adept at unearthing a brand\u2019s essence and filter, its look, feel and tagline, market positioning, value proposition and key messaging to both consumers and the trade.\nWith a mission to inspire professionals to fearlessly reach their potential, Robin has authored four books, including\xa0Make A Name For Yourself\xa0(now available on audible) and\xa0Your No-Fear Career, 2nd Edition.\nEpisode Highlights\n\u201cEvery day is a day to become brand new.\u201d\xa0Robin offered this inspirational mantra for brands everywhere. You can further your brand\u2019s story or write a new one every single day. How can you tell your story?\nIt\u2019s all about the mission statement.\xa0And, no, the mission statement isn\u2019t that bloated couple of paragraphs at the front of your annual report or in a framed poster in your lobby. Robin reminds us that your mission \u2014 why you do what you do \u2014 should be seven words or less. She has a whole chapter on this in her book,\xa0Your No-Fear Career.\nWhat\u2019s the purpose of your purpose?\xa0\u201cYour mission should be what you walk, lock-step toward every day \u2014 your North Star.\u201d\nDon\u2019t bury the lede. FX didn\u2019t.\xa0Like journalists, Robin reminded us not to bury the lede. Often we have to work to uncover our real purpose. Robin related a story about FX. While most of the network\u2019s programming consists of movies, they have several award-winning original TV shows. \u201cThey put their best foot forward\u201d by making their brand about original programming.\nWhat brand has made Robin smile?\xa0We all know Apple is great but Robin smiled when, after installing the new iOS software, she received a text from Apple with an emoji heart. \u201cEvery touchpoint, a brand has to do something to show their love.\nTo learn more,\xa0go to\xa0Robin\u2019s website.\nAs We Wrap \u2026\nBefore we go, I want to flip the microphone around to our community \u2026\nRecently\xa0Marc Sauro\xa0gave us a shout on Twitter for our episode featuring\xa0Amber Armstrong of IBM Watson.\xa0Thanks for listening, Marc!\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\n\nRemember \u2013 On Brand is brought to you by my new book\xa0\u2014\xa0Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\xa0Order now at\xa0Amazon\xa0and check out\xa0GetScrappyBook.com\xa0for special offers and extras.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices