Using Brand as a Leadership Tool with Lindsay Pedersen
\u201cBrand creates focus. It helps you prioritize. Because it\u2019s a North Star in can help the leader allocate resources, determine how he or she should spend his or her time.\u201d This week on the On Brand podcast, I was joined by Lindsay Pedersen, brand strategist and author of the book\xa0Forging an Ironclad Brand.\nAbout Lindsay Pedersen\nLindsay Pedersen\xa0is the author of\xa0Forging An Ironclad Brand: A Leader\u2019s Guide. She is a brand strategist and leadership coach who views brand as a blend of science, intuition, behavioral economics, and ancient storytelling. She developed the Ironclad Method\u2122 while building brands with companies such as Starbucks, Clorox, Zulily, T-Mobile, IMDb, and burgeoning start-ups. Lindsay lives in Seattle with her husband and two children.\nEpisode Highlights\nBranding as a leadership tool.\xa0\u201cBrand creates focus. It helps you prioritize. Because it\u2019s a North Star in can help the leader allocate resources, determine how he or she should spend his or her time. Who he or she should hire.\u201d\nThe economic impact of brand.\xa0\u201cBrand is the only truly sustainable differentiating factor for a business. Eventually, everything else can be copied. But you can\u2019t copy a brand you\u2019ve been reinforcing in peoples\u2019 minds over time. Brand creates focus and a prioritizing mechanism for the leader and it also helps him or her create economic value by creating a competitive moat.\u201d\nDemystifying storytelling for business.\xa0\u201cI think of story as problem-solution or tension-resolution. So brand and business exist to create resolution. To take the audience from struggling with a problem to mastering a problem.\u201d\nWhat brand has made Lindsay smile recently?\xa0\u201cI love Trader Joe\u2019s. When I shop at Trader Joe\u2019s, I feel uplifted. I feel understood as a busy working mom.\u201d\nTo learn more,\xa0go to\xa0her book website\xa0where you can access a free workbook and\xa0follow Lindsay on Twitter.\nAs We Wrap \u2026\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.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\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\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices