EP 023 | You Are A Brand. Whether You Like It Or Not with Bruce Philp – Part 1


About this Episode

“People don’t buy our product. They buy the belief that we can create and deliver the product. They buy our brand.” Bruce Philp, author Consumer Republic.
Having a brand, and filling a particular brand space gives consumers the confidence to hire you.
In this episode we learn:
– 3 components of a healthy brand
– why outsourcing your brand experience makes sense
– how corporation (or the appearance of one) gives a client confidence
– three ways small business owners give away their power

Legal Disclosure | This podcast is for educational purposes only and should not be used for any legal decisions. Kimberley Seldon Design Group, Kimberley Seldon Productions Inc., Kimberley Seldon Design and Media, Inc., Business of Design™, or any of its affiliated companies or staff is not responsible for any errors or omissions effecting accuracy in any content, and they will not be held liable for the use or misuse of information, facts, details or any other aspects should there arise any defects, errors, omissions or perhaps inaccuracies. Extensive research has been conducted to put this podcast together for the purpose of educating our industry in order to better serve the public. Care has been taken to acknowledge ownership of copyrighted material. The advice and strategies contained herein may not be suitable for every situation. This work is offered with the understanding that we do not render any legal, accounting or other professional advice. Seek the advice of a lawyer and/or other competent professional person in all matters of law. Further, listeners should be aware that internet websites mentioned may change or disappear between when this was recorded and when it was listened to.

Meet Bruce Philp

Bruce is a 30-year veteran of branded marketing, and an award-winning author and teacher of how it works and why it matters. A self-described “optimist, with experience,” he leads the strategy practice. You can learn more about Bruce’s experience here.

Heuristic was founded in 2011 following the publication of Bruce Philp’s second book, Consumer Republic. The book advocated passionately for society’s common interest in the power brands give to consumers. But touring and speaking about it produced a surprising revelation: most marketers want branding to have a moral purpose as much as consumers do. A mission was born.

Heuristic is a boutique consultancy that helps new and transitioning brands find profit in purpose. Experience has shown us that when brands are true to themselves, businesses are more resilient. Products are more valuable. People find their work more meaningful. Customers become advocates. And we think if enough brands operated this way, branding could even make the world a better place.

Specialties: Brand strategy, marketing communications strategy, strategic oversight of branded communications and brand experience. Speaking and coaching on these subjects, and brands as popular culture.

Large corporate clients like ING, Capital One, Kobo, Uber, Iron Workers of Canada, Wind Mobile – pulled out two smaller ones Sapsucker, and BOD rebranding and website. 


LinkedIn: Bruce Philp

Consumer Republic – sells quality. Noble cause to buying good quality.

Take Aways

Three conditions that need to be met in order to build a viable brand:

  1. Purpose. Consumers need to believe that the people they hire are motivated by a higher purpose, otherwise they’ll assume it’s opportunism.
  2. Positioning. Commit to a particular type of project that you’re great at and an ideal client, or you’ll never excel
  3. Character. Sharing your value and personality allows your customer to buy into you as a brand.

Conferencing Service: GotoMeeting 

Recommended Reading

Consumer Republic Nobility in buying good quality.

Recommended Learnings:

COURSE: Create A Brand Experience

COURSE: Filling the Client Pipeline | Line Up Customers

COURSE: Mission Statement | The Heart of Your Interior Design Company


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