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RazorBranding Podcast

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Jaci Russo is a nationally known Brand Strategist imparting 20+ years of experience weekly. This podcast is now the Swiss Army Knife in your toolkit, the strategist in your pocket, the conversation changer, about your brand, you’ve been looking for.

Jaci Russo is a nationally known Brand Strategist imparting 20+ years of experience weekly. This podcast is now the Swiss Army Knife in your toolkit, the strategist in your pocket, the conversation changer, about your brand, you’ve been looking for.
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United States


Jaci Russo is a nationally known Brand Strategist imparting 20+ years of experience weekly. This podcast is now the Swiss Army Knife in your toolkit, the strategist in your pocket, the conversation changer, about your brand, you’ve been looking for.








7 Tips That Make Your Recruiting Efforts Worth It

Recruiting top talent is the key to making your brand more than just a logo. In this episode, Jaci gets into all the ways recruitment is essential to your company. She highlights 7 strategies that will make your efforts payoff; everything from who should be doing the recruiting to how to make your company the most attractive to top talent. Get the inside track on just how recruiting touches every part of who you are as a company. For information on these strategies, check out these Razor...

Duration: 00:09:41

5 Ways to Make Facebook Work for 2018

It feels like Facebook has been around forever. It has become easy to take for granted this fun, and deceptively easy, marketing tool. But Jaci is here this week to remind you ---never forget how important Facebook can be to your every day marketing! In this episode, she talks about some of the unwritten rules of Facebook. She gets into the best ways to share visuals, blogs, and articles in 2018, all while increasing engagement and working with the algorithm. For information on these...

Duration: 00:09:53

3 Ways to Evolve Your Brand in the New Year

When is the last time you took a good long look at your brand? Your logo, audience, and most of all your brand promise? If it’s been a while, you may want to let the New Year be an opportunity to reinvigorate your image. In this episode, Jaci talks brand evolution and why it’s important to take stock of where you are-- and where you could be. She gets into the logistics of why a real logo is important in the digital age, how your brand messaging is more than just a status update, and why...

Duration: 00:09:15

Podcast shownotes: 5 Signs That it May be Time to Rebrand

It’s tough to face change and rebranding your company is a biggie. But if you are stuck in a rut that’s lasted a few years now—it might be time for a facelift of sorts. In this episode, Jaci takes you through the warning signs of a struggling brand. She discusses how outdated reach could be impacting your bottom line and highlights the importance of a fresh approach to marketing and PR. Remember, getting professional help is an investment, so don’t take the struggles of your brand lightly....

Duration: 00:08:18

4 Methods for Taking the Cold out of Cold Calls

It’s not a part of the job many people love, but cold calls can be an effective tool for your brand. It’s tough calling someone who doesn’t know they need you yet. You have to make the case in a few seconds without sounding like a robot. In this episode, Jaci takes you through proven methods that will make cold calls work for your business. She talks about the importance of having just the right information handy before you dial and how learning the art of conversation can really hook the...

Duration: 00:08:37

5 Ways to Make Your Brand Standout During Any Holiday Shopping

It doesn’t have to be Christmas to prepare your brand for a special shopping season. Anything from summer traffic to Mardi Gras madness to Black Friday is an opportunity for your brand to stand out. In this episode, Jaci recognizes the unique challenges that any kind of holiday branding can face. She talks about the importance of having a plan, setting realistic goals ,and knowing when and how to readjust. Understanding a “special time of year” from your audience’s perspective is really...

Duration: 00:09:43

6 Tips to Understand SEO for Your Brand

If you want people to find you online, SEO is crucial to the way you do business. It may not be the most exciting part of branding but it is one of the most fundamental-- and misunderstood. In this episode, Jaci adds the human component to SEO. She’ll talk the ins and outs of keywords, platforms and rankings. She’ll take you through the 6 elements you need to “get” to optimize your content for search engines, and tell you why SEO is important for ALL web content not just your website. For...

Duration: 00:07:18

3 Ways Brand Consistency Builds Powerful Connections

Being who you say you are, making sure clients can count on you, ensuring your hard work is recognizable over and over again-- all of that together is brand consistency. Even the most well-meaning of brands can let things go a bit over time. But make no mistake, letting things go can be dangerous for perception. In this episode, Jaci explains why sloppy consistency can lead to a sloppy reputation. She’ll discuss 3 ways consistency will make your company stick out above the rest and explore...

Duration: 00:08:57

Embracing the Millennial Office Culture

Look, we get it, that young woman in your office-- the one who’s always looking down at her phone-- is a bit puzzling. How is she getting anything done over there with Facebook and Instagram always open? Oh wait, that might actually be her job and guess what— she is probably rocking it. In this episode, Jaci will discuss how millennials are getting a bad rap. She’ll talk about the ways they are actually changing office culture for the better and what all of us can learn from their...

Duration: 00:08:50

5 Ways to Prepare Your Brand to Help in a Crisis

It’s been a rough hurricane season for the Gulf Coast. The flood waters and strong winds will forever change the communities they’ve touched and it will be a long time before local companies are able to go on to “business as usual." Believe it or not, that’s when a strong brand can really make a lasting impact. When a community is facing a disaster, local business owners often come to the rescue. In this episode, Jaci will show you just how your brand can rise to the challenge of helping...

Duration: 00:09:13

5 Ways to Attract Quality Customers

Everyone wants new business and it’s important to keep new people walking through the door, but the real trick is to get quality customers coming back to you time and again. There’s a lot to be said for a consumer dedicated to your brand, one that chooses you over everyone else, and also tells their friends and family to do the same. In this episode Jaci will take you through 5 proven ways to attract those quality customers. From overall messaging to managing those online reviews, she’ll...

Duration: 00:07:29

3 Tips to Thought Leadership Success

For a small or up-and-coming brand, the term “thought leadership” might sound and feel a bit intimidating. While it’s true that being a thought leader is hard work, the payoff is well worth the commitment. In this episode, Jaci helps you explore your own thoughts about being a leader in your industry. She’ll let you know how to begin, where to turn for inspiration, and how to get your message out there in a meaningful way. For information on these strategies, check out these Razor Branding...

Duration: 00:12:43

How A Small Brand Can Stand Tall

Your small business may not be the biggest, but that has nothing do to with being the best. Small brands have serious advantages over the big guys. Advantages that customers and clients attach big value to. In this episode, Jaci explains how to own the smallness of your small brand. Discover assets like agility and intimacy that can really make a difference in how you operate. She’ll walk you through the competitive edge you never knew you had. For information on these strategies, check...

Duration: 00:08:30

Reduce Your Churn Rate

People have a lot of choices when it comes to choosing products and services. So, why are your customers choosing you? Knowing the answer to that question can greatly reduce your churn rate. Churn rate is a fancy marketing way of defining just how many customers you are losing each month. In this episode, Jaci talks about how to keep your clients coming back time and time again. She also digs into the importance of knowing what kind of customers to hold onto and which kind you may just...

Duration: 00:09:41

7 Strategies to Recruit Top Talent

Your brand is nothing without the people who stand behind it. Recruiting the best talent for your company is critical to success; this is not something best left to fate or blind faith. You need to have well thought out and managed strategies designed to handpick your people. In this episode, Jaci walks you through the 7 best techniques you can put in place to be attractive to the best talent. Learn when to say no, how to leverage your company culture, and how to keep a meaningful...

Duration: 00:09:11

Community Involvement

There is no greater reward for giving back than helping build positive and thriving neighbors. And a wonderful side effect to community involvement is the way it helps your company's image. In this episode, Jaci discusses how community involvement is one of the strongest ways to build your brand. From making your company attractive to top talent to actually elevating your colleagues and customers, she’ll show you how rolling up your sleeves and getting involved makes a difference in more...

Duration: 00:09:30

Naming Your Brand

Having a great idea for a business might be the easy part, getting started is a bit harder. One of the most important processes of starting a new company or launching a new service is in the naming process. There is way more to it than just choosing something clever. Is the name truly available? Has someone snagged the web address? In this episode, Jaci discusses how to approach the naming process. She walks you through everything from conception to completion. For information on these...

Duration: 00:12:13

Direct Mail

How do you keep your marketing mail flyer out of the trash? By making it special enough to hang on the fridge. It’s all about knowing how to use your tools, in this case, the mail. Direct mail can be a powerful weapon in your brand’s marketing arsenal, but too often it’s overused and used the wrong way. In this episode, Jaci walks you through the best ways direct mail can impact your brand. She will guide you through creating a mail campaign that gets people interested enough to reach out...

Duration: 00:10:38

Outdoor Advertising

Of all of the traditional methods of advertising, this one can have the most potential for your brand. The audience is still there and is not going anywhere, but before you invest in outdoor advertising you need to keep a few things in mind. In this episode, Jaci lets you in on the 3 most effective strategies to get your brand noticed on outdoor advertising. From who to aim for and how to reach them, she covers what you need to know for an effective marketing campaign. For information on...

Duration: 00:07:44

Print Opportunities

The audience for traditional print newspapers is shrinking, but that doesn’t mean the opportunities in print are gone completely. They’ve just evolved a bit. In this episode, Jaci will show you where to focus your attention to get the most out of print media. She’ll discuss the importance of knowing where your audience has migrated and help you understand how to best use one of the oldest and most powerful advertising tools. For information on these strategies, check out these Razor...

Duration: 00:07:49

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