Danielle spoke with Matt Clutterham who is a transformational brand strategist and founding partner of Q Branch Consulting. He's also a speaker, board member and knows a lot about branding. 

KEY TAKEAWAYS

Matt talked about his background in creativity, passion for graphic design and how his career in theatre lighting led him to the world of branding

Danielle and Matt discussed their love for branding and how storytelling and creating a feeling in the customer is key to a successful brand. Brand building is getting the customer to recall the business at every possible opportunity. The aim is to link the business and brand with a deeply emotional experience.

Matt explained how his business has changed since he started working with his partner, Jenny. Working together has allowed him to deal with the emotions and the audience psychology of building a brand that connects to people outside while Jenny deals with the people inside the brand and helping them control and build the right emotions that are going to accelerate what they are doing.

BEST MOMENTS

‘In psychology, they call it anchoring. That for me is the whole purpose of what we're trying to do when we build brands is to anchor our business and what we're doing with people because they're the people who are buying and they're also the people who are going to come and work for you and invest in you’

‘Overnight a team of people with diggers and machinery dug up all of the grass outside of City Hall in London and planted a fake UFO in a huge crater with smoke machines pouring smoke out of it. The press came down and are taking photos and we're like a UFO crashed in central London. We built the story up over a couple of days’

‘I think it comes down really to one question, which is a powerful question and it's hard to answer. What do we want people to feel?’

‘We want to help as many people with great ideas as possible, with the strategies and the confidence to take the action that will make all our lives better’

ABOUT THE HOST - DANIELLE CLARKE

Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.

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