Podcast

#504: The Layer Cake Approach to Creating Your Sweet Brand Story

I love cake. Especially chocolate fudge cake with a middle layer of cherry goo slathered in white cream cheese frosting with ice cream…Moose Tracks chocolate chip mint ice cream, to be exact.

That’s my brand of cake. What’s yours?

So when a podcast guest promoter contacted me to feature Allison Capaldi, I asked why?

She said that Allison has a delicious way of growing businesses called “The Layer Cake Approach to Brand Building.”

As you’ll hear, Allison loves analogies.

She thinks of them as a parlor trick to connect with the subconscious buying brain.

Allison lives by her Layer Cake analogy because it’s a way to highlight that you have to think about the layers behind your brand.

Because like brands, two cakes can look very similar from the outside but it’s what they’re like when you cut in and taste them that makes you come joyously back for more.

Allison started her passion for brand building in 2002 when she was one of the first employees at Moosejaw Mountaineering, founded by Robert and Jeffrey Wolfe.

If you follow our show, you heard Robert’s story on episode #501 a few weeks ago.

She worked with the brothers on their next venture, CrowdRise, and most recently with them and actor Edward Norton on Zeck, a brand that takes the misery out of board meetings.

What’s In It For You:

Mistakes in branding often stem from a lack of authenticity.
The ‘layer cake’ approach emphasizes depth in branding.
Internal culture is vital for successful brand representation.
Engaging experiences can transform B2B interactions.
Successful brands create memorable experiences for customers.
Collaboration and input from all levels enhance brand development.

Chapters:

00:00 Introduction and Background
02:58 The Power of Subconscious Branding
06:13 Building Brands with Humor and Authenticity
08:46 The Importance of Brand Storytelling
12:09 The Layer Cake Approach to Branding
15:13 Creating Memorable Brand Experiences
18:01 Navigating B2B Branding Challenges
21:13 Mistakes in Brand Story Development
24:10 Admiring Successful Brands
27:12 Fun in B2B Branding
30:06 Conclusion and Resources

Links:

Popular Related Episodes You’ll Love:

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#495: How to Reframe Your Personal Brand Story With the Vital Framework with Katie Richardson
#500: How to Refine Your Brand Story Strategy in Minutes Not Months to Rocket Your Revenue with Sean Schroeder

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Website: https://businessofstory.com/abt/

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