We hear the term “branding” bandied about a lot these days, but what does it really mean and how do you do it effectively? In this episode, I talk with an amazing woman, Gwenna Lucas. She’s the mind behind The Rainy Group, a global brand strategy company that’s worked alongside brands like Nike, Kate Spade, Skype, and others. She’s a global brand strategist who has also mentored over 30 companies through her involvement with Entrepreneur’s Roundtable Accelerator in NYC. In this conversation we talk about her journey from chemistry major to fashion and brand consultant, what a brand really is, the 3 vital elements of any brand, and why every brand must keep its finger on the pulse of what its customers are thinking.
It’s time you started clapping for your own damn self.
I love to find out what my guests have learned on the path to their current success. It’s a way to understand their journey and the way they have come to think about the difficulties they’ve endured. When I asked Gwenna to share the biggest lesson she’s learned on her way to becoming a recognized global brand strategist she said she’s had to learn to give herself credit. In her words, “It’s time you started clapping for your own damn self.” She’s saying that you need to move your attention away from what others think of you and instead, learn how to celebrate who you are and what you bring to the world. And when you do that well, don’t be afraid to admit it to yourself.
If you have a skill or a craft, become a master at it.
As a global brand strategist, Gwenna has had the opportunity to both help major brands in refining and amplifying their brand, and to observe the things every successful brand gets right. She says that fundamental to any brand process is the task of becoming a master at what you do. That quality and expertise are what provides the legitimacy every brand needs in order to build a reputation worth noticing. The way Gwenna describes the need for mastery in this episode is both memorable and priceless, so be sure you take the time to listen.
If you are not ready to put in the hustle to establish your brand, then you are not ready.
Building a company, and the work it takes to turn that business into a brand, require long, hard work. That goes contrary to the popular message you hear in entrepreneurial circles these days, but it’s what Gwenna says you’ve got to understand if you’re going to make it. You’ll have to invest lots more time than you think and put out much more effort than you realize, especially in the early years. If you’re not ready to put in that kind of unrelenting hustle, you’re not ready. I love how Gwenna just says it like it is, don’t you? You can get a great dose of Glenna on this episode, so don’t miss it.
If you are not attentive to the shifts in how customers relate to your brand, you’ll get burned.
Any brand strategist that knows what they are doing can help you refine your brand identity and pull together the elements that represent your brand. But most of them stop there. Gwenna says there is a vital, ongoing aspect of promoting an enduring brand that requires emotional intelligence – the ability to discern what your customers or followers are thinking and feeling about your brand. Like any relationship, keeping your finger on the pulse of those who relate to your brand will help you communicate effectively and strengthen your relationship with them as a result.
Episode Highlights
- 2:02 – Gwenna’s path from an education in chemistry into fashion at the age of 21.
- 6:40 – One of the biggest challenges Gwenna faced and what she’s learned from it.
- 12:32 – A difficult circumstance working with Kate Spade to open a store.
- 16:50 – The reasons Gwenna decided to open her own branding company.
- 20:18 – 3 components of a brand that are critically important.
- 24:22 – How can a person figure out their unique brand?
- 27:18 – The number one mistake companies make when it comes to branding.
- 35:39 – What’s the connection between relationships and branding.
- 37:55 – The birth of Gwenna’s company to connect businesses to startups.
Resources Mentioned
- http://therainygroup.com/ – Gwenna’s branding group.
- Coral IQ – Gwenna’s business/startup connection company
- Connect with Gwenna on LinkedIn
- Entrepreneur’s Roundtable Accelerator in NYC
- Bozoma St. John
- Apple Music
- Uber
- Kate Spade
- Pokeman Go
- Pia Silva
- Amazon
1. Favorite book for women?
- The Code of the Extraordinary Mind by Vishen Lakhiani
2. Favorite self-care hack?
- Surfing: Gwenna goes every morning at 5AM.
3. Best piece of advice and who gave it to you?
- “It’s never too late to become what you might have been.” A quote by George Elliot given to Gwenna by her mother.
4. Female CEO or thought leader you’re into right now?
5. One piece of advice you’d give your 5 years younger self?
- Relax and know you know your shit.
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