Branding Beyond the Logo: How to Tell Your Brand Story Right | Ep 200 | DevReady Podcast

In this episode of the DevReady Podcast ( / aerionautech ) , host Anthony Sapountzis ( / anthony-sapountzis ) talks to Litsa Barberoglou ( / litsa-barberoglou-bran... ) , Chief Collaborator of Brandivine (brandivine.au/) . Litsa shares her unique journey into the world of marketing and brand-building, starting from a career path without clear direction to discovering her passion for blending creativity with analytics. With early successes in fast-moving consumer goods and the wine industry, Litsa went on to create Brandivine, a consultancy offering a six-step process for building successful brands. Her love for understanding people and their motivations is a key driving force behind her work.
Litsa reflects on the transition from working in large organisations to running her own business, which allows her to forge deeper connections with clients and understand the motivations behind entrepreneurial risk-taking. She emphasises that successful businesses aren’t just about delivering products or services, but about creating meaningful change for customers. By focusing on adding value rather than simply defining roles, businesses can find greater purpose and connection with their audiences, leading to sustainable success.
A crucial part of building a brand, according to Litsa, is crafting a compelling brand story. She outlines the importance of consistency in messaging and explains how a brand story acts as a guiding “compass” for decision-making. Litsa argues that branding goes beyond logos and visual elements, and is essential for building trust and loyalty with customers. She stresses that business owners need to understand the distinction between branding and tactical marketing strategies, such as content or social media marketing, to ensure their brand story is consistently communicated across all touchpoints.
For start-ups and small businesses, Litsa highlights the importance of crafting a brand story that’s grounded in business viability. She advises that companies focus on core principles-such as their purpose, beliefs, and communication style-early on, to ensure consistency even as the business evolves. Recognising that brand storytelling is an ongoing process, Litsa encourages businesses to develop a flexible approach while maintaining a consistent foundation. This approach helps businesses grow and adapt while keeping their brand identity intact.
Throughout the discussion, Litsa shares practical insights into the challenges businesses face in creating brand alignment, particularly when it comes to separating personal identity from the business brand. By focusing on operational challenges and involving employees and referral partners in sharing the brand story, businesses can enhance credibility and broaden their client base. Litsa also outlines the six guiding principles of building a brand story: purpose, values, brand name, personality, differentiation, and positioning. She concludes by emphasising that consistency, collaboration, and clear brand guidelines are crucial to creating a successful and scalable brand.
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