Mar 22, 2021
During this episode of The Confident Advisor Practice
Podcast, Bill Bush and Chad Soileau speak with Jaci Russo of
brandRUSSO and Brand State U about branding strategies, different
ways to engage branding professionals in support of your business,
- 1:12 - Jaci Russo is a brand strategist with over 25 years of
experience and is co-founder of brandRUSSO.
- 2:15 - The key first step is to define what you mean by brand
before you start talking about it.
- 2:25 - Brand does not mean your logo; that’s the brand
identity. The brand is the emotional connection between a person
and a company, product, or service.
- 3:50 - Branding isn’t just demographics, but psychographics
including how people feel and behave.
- 4:48 - brandRUSSO has just released a book called He Said, She
Said: Branding, about their trademark strategy called Razor
- 5:05 - Razor Branding is made up of 4 core elements, and the
first is focus. Who are you talking to?
- 5:30 - Next is promise: Why should they listen to you? What do
you have to offer them that other advisors don’t?
- 5:50 - Next is connection: What are you going to say, and where
are you going to say it?
- 6:18 - Last is harmony: If you’ve done the first three steps,
this should take care of itself because you’ll know who you’re
talking to, what you’re going to say to them, and how and where to
- 7:44 - Jaci will be leading a 5-day challenge starting on March
15 about content creation for social media.
- 8:10 - Jaci loves creating mind maps as a starting point to
create your social media content.
- 8:20 - Write down everything that is a challenge for your
target audience whether or not you have a solution for it, and then
you’ll have generated content ideas that are about your audience
and not yourself.
- 9:10 - The new marketing strategy is to make your target
audience the hero in the story instead of making yourself the hero
in the story who will save your target audience.
- 9:46 - Jaci recently launched another company called Brand
State U to help people who can’t afford an agency to still get
low-cost professional branding support.
- 13:00 - Every few years, Jaci had to change the industry focus
of her business, so she’s used to curveballs like COVID has thrown
- 13:26 - Despite being based in Lafayette, LA and not a major
city, Jaci and her husband have had clients from all over the
country and world from day one; about 80% of their revenue is from
- 16:19 - If someone is hoping to engage a brand strategist, they
should first look within at how much they’re willing to change so
they know what level of assistance they need.
- 19:12 - In building a team, for brandRUSSO, it started with the
benefits package and extends to Jaci’s firm belief in work-life
balance as more than just lip service.
- 19:54 - They have a robust virtual internship program that they
hire at least one full time employee out of each year.
- 20:25 - Jaci also invests about $5,000 per employee per year in
- 22:05 - Brand State U takes everything clients have asked Jaci
and turns it into an online course.
- 23:07 - They have live classrooms twice a month to get your
questions answered along the way.
- 23:19 - Brand State U has a membership for $49/month, which is
much less than clients would pay to work with Jaci one on one.
3 Key Points:
- Your logo is not your branding; it is only one small part of
your branding, which is really about the emotional connection
formed between a person and your business.
- Today’s winning brand strategy is about letting your audience
know that you understand them and the challenges they face.
- There are a lot of resources online for you to get better at
branding for a low cost, so whether you engage a professional
strategist one-on-one has to do with how much time and effort
you’re willing to make versus how much you’re willing to
- “It’s not about how you see yourself, it’s about letting your
audience know that you understand them and what they’re going
through." –Jaci Russo
- "There’s not one way to get 100 clients, but there are probably
100 ways to get at least one client." –Bill Bush
- "I think that every entrepreneur has to have a little bit of
bravery and a little bit of stupidity, and the ratio balance
changes over the years." –Jaci Russo
- "If you have the resources, the money, to hire an expert, you
do that, because you’re gonna end up getting a better deal in the
end. If you have time, not money, then you learn how to do it
yourself." –Jaci Russo