Artwork

Content provided by Eric Ressler. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Eric Ressler or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
Player FM - Podcast App
Go offline with the Player FM app!

Cosmetic vs. Strategic Branding

23:54
 
Share
 

Manage episode 442948934 series 3555968
Content provided by Eric Ressler. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Eric Ressler or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.

Branding is about far more than just slick, eye-catching aesthetics.
What truly transforms an organization is a brand built on vision and strategy. Without a clear strategy, positioning, and messaging, the aesthetic elements like logos, fonts, and colors won’t do anything to create lasting impact.
Branding goes beyond visuals. It’s about aligning every aspect of the organization with its purpose, values, and audience.
A successful rebrand requires more than just a great logo—it demands a strategic mix of:
→ Brand Strategy
→ Positioning and differentiation
→ Messaging
→ And, of course, the aesthetic elements like fonts, colors, photography, and logos
In this episode, we break down the difference between approaching branding as a purely aesthetic exercise versus a deeply strategic process, and how a well-thought-out rebrand can help your social impact organization create meaningful change.
Episode Highlights

  • [00:00] Introduction to the Branding Spectrum
  • [01:01] Cosmetic vs. Strategic Branding
  • [04:40] Color and Visual Identity
  • [09:27] Tone, Voice, and Messaging
  • [12:21] Target Audience and Niche
  • [16:11] Mission, Vision, and Values

Quotes

  • “A really good brand should hit a lot of different points on the spectrum from cosmetic to strategic.” - Eric Ressler [00:30]
  • “Logos are absolutely important, but all of the other things that make a brand are significantly more important than the logo.” - Eric Ressler [01:41]
  • “The logo can be very powerful as a symbol or a fingerprint for your brand, but it is not your full brand.” - Eric Ressler [02:37]
  • “Sometimes we can hide behind the work we put into the logo a little bit. It carries no weight or purpose if you’re not backing it up with real world action.” - Jonathan Hicken [03:48]
  • “Potentially getting your audience right is one of the most difficult steps in this process.” - Jonathan Hicken [13:14]
  • “Target audience is one of the very first things we do. It’s very preliminary in our work.” - Eric Ressler [13:20]
  • “The number one thing I wish I would have been ready to do going into rebranding efforts was be prepared to adjust the mission and vision and values.” - Jonathan Hicken [18:23]

Resources:

Listeners, now you can text us your comments or questions by clicking this link.

*** If you liked this episode, please help spread the word. Share with your friends or co-workers, post it to social media, “follow” or “subscribe” in your podcast app, or write a review on Apple Podcasts. We could not do this without you!

We love hearing feedback from our community, so please email us with your questions or comments — including topics you’d like us to cover in future episodes — at [email protected]

Thank you for all that you do for your cause and for being part of the movement to move humanity and the planet forward.

  continue reading

Chapters

1. Understanding Branding Elements (00:00:00)

2. Strategic Branding Essentials (00:12:42)

53 episodes

Artwork
iconShare
 
Manage episode 442948934 series 3555968
Content provided by Eric Ressler. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Eric Ressler or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.

Branding is about far more than just slick, eye-catching aesthetics.
What truly transforms an organization is a brand built on vision and strategy. Without a clear strategy, positioning, and messaging, the aesthetic elements like logos, fonts, and colors won’t do anything to create lasting impact.
Branding goes beyond visuals. It’s about aligning every aspect of the organization with its purpose, values, and audience.
A successful rebrand requires more than just a great logo—it demands a strategic mix of:
→ Brand Strategy
→ Positioning and differentiation
→ Messaging
→ And, of course, the aesthetic elements like fonts, colors, photography, and logos
In this episode, we break down the difference between approaching branding as a purely aesthetic exercise versus a deeply strategic process, and how a well-thought-out rebrand can help your social impact organization create meaningful change.
Episode Highlights

  • [00:00] Introduction to the Branding Spectrum
  • [01:01] Cosmetic vs. Strategic Branding
  • [04:40] Color and Visual Identity
  • [09:27] Tone, Voice, and Messaging
  • [12:21] Target Audience and Niche
  • [16:11] Mission, Vision, and Values

Quotes

  • “A really good brand should hit a lot of different points on the spectrum from cosmetic to strategic.” - Eric Ressler [00:30]
  • “Logos are absolutely important, but all of the other things that make a brand are significantly more important than the logo.” - Eric Ressler [01:41]
  • “The logo can be very powerful as a symbol or a fingerprint for your brand, but it is not your full brand.” - Eric Ressler [02:37]
  • “Sometimes we can hide behind the work we put into the logo a little bit. It carries no weight or purpose if you’re not backing it up with real world action.” - Jonathan Hicken [03:48]
  • “Potentially getting your audience right is one of the most difficult steps in this process.” - Jonathan Hicken [13:14]
  • “Target audience is one of the very first things we do. It’s very preliminary in our work.” - Eric Ressler [13:20]
  • “The number one thing I wish I would have been ready to do going into rebranding efforts was be prepared to adjust the mission and vision and values.” - Jonathan Hicken [18:23]

Resources:

Listeners, now you can text us your comments or questions by clicking this link.

*** If you liked this episode, please help spread the word. Share with your friends or co-workers, post it to social media, “follow” or “subscribe” in your podcast app, or write a review on Apple Podcasts. We could not do this without you!

We love hearing feedback from our community, so please email us with your questions or comments — including topics you’d like us to cover in future episodes — at [email protected]

Thank you for all that you do for your cause and for being part of the movement to move humanity and the planet forward.

  continue reading

Chapters

1. Understanding Branding Elements (00:00:00)

2. Strategic Branding Essentials (00:12:42)

53 episodes

All episodes

×
 
Loading …

Welcome to Player FM!

Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.

 

Quick Reference Guide

Copyright 2025 | Privacy Policy | Terms of Service | | Copyright
Listen to this show while you explore
Play