Branding for Business 101 with Sacha Brant of Brand Scrubbers

In a recent episode of A Little Marketing, we chatted with Sacha Brant, owner of Brand Scrubbers, about branding for businesses. Sacha spoke with us about what’s involved with branding and how to get started. Every business needs a brand. Your brand is the memorable impression you leave on customers and lets customers know what to expect from your company.

Sometimes it takes trial and error to establish a brand that works for your business. And that’s okay. Branding can be a learning curve.

Here’s what Sacha had to say:

Defining Branding with Sacha Brant

Sacha Brant from Brand Scrubbers talks branding as our guest on A Little Marketing. 

Sacha tells us that branding is about what you, as a business owner, like and what your customer likes. So, when she’s first working with a client, she asks them questions about their business and customer to learn as much as possible about what the brand should look like: “We gotta know about the customer. Who are they? Where are they? What are they looking for? What are they selling, and why are they selling it?”

The next thing Sacha does is ask the business owner, “What do you like?” So whether it’s specific colours, fonts, designs, and other factors. “Then we take the two groups and marry them together.”

Sacha says the reason that she takes the business owner’s interests into account when branding is because “You have to get excited about your brand. You have to be passionate about your brand. If you’re not, it will not go where you want it to go.”

So essentially, branding is the marriage between what the business represents and how the business owner wants its brand to look. 

Factors that Go into Branding

One of the first factors of branding is colour. “A lot of what colouring is, is an emotional response,” says Sacha. So for Sacha, colour is an integral part of branding, influencing how the business owner and customers feel about the brand.

Other factors include your business’s logo, message, tone, language, voice and name. Figuring out what direction you want to take all of these factors goes back to those original questions – such as who is your brand? What are you selling?

Sacha also mentions that branding is about a “vibe.” Sacha says, “People purchase things because of how it makes them feel…so when your branding plays upon that emotional impact piece, it’s opening the door for people a little faster because you’re making that connection just by the things that they’re seeing…this creates that feeling.” 

Your branding should create a particular feeling or vibe. 

“The more you can work [feeling] into your message, branding, look, and how you do everything, the better you’ll end up,” says Sacha. 

Rebranding

When starting a new business, you have to establish a brand. But even established businesses sometimes need to rebrand. Whether your brand isn’t performing how you want it to or your business has changed since initially branding, sometimes rebranding is necessary.

Regarding rebranding, here’s Sacha’s suggestion, “Even if you’re doing a complete overhaul, we recommend keeping some of those original pieces because we don’t want to cause a complete system shock to your customers.”

Sacha suggests returning to those original questions and answers about your business during the rebranding process and asking, “Is all of this still relevant? If not, what is it now? That will then shape what you change the brand into.”

Dive Deeper into Branding for Your Business

We’ve only scratched the surface. We’d be here for days if we wrote down all of the valuable information about Branding that Sacha shared on our podcast. So be sure to check out the full episode here. And don’t forget to subscribe!

Why Product Management is More Than Your Product

Product management is the process of developing and bringing a product to market. It involves overseeing the entire lifecycle of a product from its conception. From market research and product development to its launch and growth. 

Product managers are responsible for defining the features of a product. They must also understand customer needs and work with engineering, design, marketing, operations, and sales teams. However, when it comes to product management, the product is not the only thing that requires your attention.

Product Management Extends Beyond the Obvious

There’s no denying that product management means paying close attention to your product, but other nuances come with managing that product successfully. Many elements affect how your product will sell, including pricing, product quality, marketing, customer service, availability, and competition. 

Factors such as your target audience, location, and the seasonality of your product can also influence product sales. In this episode of A Little Marketing, Peter Vandenengel, VP of Broadband Solutions at SAGEMCOM, lets us in on how much of product management isn’t about the product and where we should take the time to direct our focus. 


Peter Vandenengel, a Product Management professional, walks Nikki and Mark through the importance of Product Management.  

Broadening Our Perspective on Product Management

Vandenengel states early on in the conversation that it’s essential to “Broaden your perspective on what’s being consumed,” and we couldn’t agree more. Products are no longer only products; he uses Starbucks as an example. 

Now more than ever, primarily with the onset of plenty of competition in every industry, companies must sell an experience. As Peter states, “you’re getting that same Starbucks experience,” no matter where you are. 

Product managers must consider what type of experience they’re putting out there. Because every customer touchpoint is a part of modern product management. Advertising will only solve selling issues if your product’s components are working.

When launching a new product or looking at a product that isn’t performing well, it’s imperative to talk to everybody, from branding and marketing to development and customer service. Discussions on the “front line” with sales team members will also provide valuable input. 

Product managers should keep themselves open to criticism and listen to what might be wrong with certain product features. More importantly, they should make the necessary changes. Essentially, successful product management involves teams company-wide. 

Peter understands the inside workings of large corporations and has plenty of knowledge in working as a consultant for small businesses. Small business owners must be flexible and agile, leaving room for evolution. 

Peter, Nikki and Mark discuss how there is always room to evolve your product to what consumers are asking for, but you have to go above and beyond to comprehend consumer pain points and understand what they want from you. As Peter states, “you may not develop the best widget, but you might have the best service.” 

Again, this concept takes us beyond focusing solely on the product and expanding past it into prompt service or customer service that’s easily accessed. We want to eliminate friction at all costs as it contributes to good product management. 

Three Key Takeaways

Peter offers three non-traditional takeaways that business owners and development and marketing teams should focus on regarding managing their products.

  1. If you’re running a business or selling a service, be curious and consistently ask questions. 
  2. Keep an open mind regarding the criticism of your product or service or your personality. Take in complaints and do your best to understand them. You will never be able to please everyone, but it never hurts to look at things from other perspectives, especially when selling goods and services.
  3. Flexibility is crucial when making adjustments in your business and thinking. Successful product managers are flexible, and they roll with change without getting (too) flustered. 

Remember that whatever you’re selling, you’re selling an experience. When we ensure that the path to the experience is as frictionless as possible, you have a winning formula for product management. 

Coworking for Small Businesses

One of the more interesting conversations we’ve had on A Little Marketing, our podcast with Blue Whale Communications’s Nikki Gillingham, was with Caterina Mazzone of Metspace. Metspace is a coworking business with locations in Montreal. During our conversation, we discussed the benefits of working in such an environment and, of course, the benefits.

Watch our episode to learn everything Caterina has to say!


Caterina Mazzone of Metspace discussed the benefits of working in a coworking space.

What is a coworking space?

A coworking space is a shared workspace where people from different companies and organizations can come together to work. These spaces often provide high-speed internet, printing services, conference rooms, and a community of like-minded professionals. Offices like these are becoming increasingly popular as a flexible, cost-effective alternative to traditional office spaces.

What kinds of businesses best fit a coworking space?

A shared office space can be a good fit for many businesses, including freelancers, startups, and small to medium-sized enterprises. However, coworking spaces generally are best suited for companies that value flexibility, collaboration, and cost-efficiency. Some examples of businesses that may be well-suited to working in a coworking space include digital marketing agencies, design firms, software development companies, and other businesses that can benefit from this environment.

What are the benefits of working in a shared office space for a small business owner?

There are many benefits of working at a shared office space for a small business owner. Some of the most significant benefits include the following:

  1. Cost savings: Renting space can be much more affordable than leasing a traditional office space. Valid especially for small business owners who may only need a little space.
  2. Flexibility: Most shared office spaces offer flexible lease options, which is helpful for businesses that need to scale up or down quickly.
  3. Collaboration: Coworking spaces allow for collaboration and networking with other professionals. Business owners can drive new business opportunities and valuable connections.
  4. Community: Many of these spaces have a strong sense of community and can provide a supportive and collaborative environment.
  5. Amenities: Coworking spaces often provide high-speed internet, printing services, and conference rooms. Access to these tools is excellent for small business owners who may not have these resources.
What are the networking benefits of working at a coworking space?

Working in a shared office space can provide many networking benefits. Some of the most significant benefits include the following:

  1. Access to a built-in community. Many coworking spaces have a strong sense of community and provide opportunities for members to connect and build relationships.
  2. Opportunities to learn from other professionals. Gain valuable insights into different industries and business models.
  3. Exposure to potential clients and partners. Coworking spaces often attract a diverse range of businesses, allowing small business owners to meet potential clients and partners.
  4. Access to a supportive and collaborative environment. Working in a shared office space can provide a supportive and collaborative environment to help small business owners thrive and grow their businesses.
Can my business be listed on Google Maps and Search if I work at a coworking space?

Your business can be listed on Google Maps and Search if you work at a coworking space. However, the specific requirements for being listed on Google Maps and Search may vary depending on the location of the coworking space and other factors. For example, the shared office space must be a permanent, physical location open to the public during regular business hours. The address must also be verifiable through a third-party source, such as a government agency or business directory. Therefore, checking with the coworking space and Google is essential to determine whether your business is eligible for listing on Google Maps and Search.