Richard Walsh hosts Rich Kozak for a deep dive into the world of branding. Rich shares his journey from a personal backstory to becoming a branding consultant. They discuss the critical role of business identity and overcoming self-doubt, highlighting the challenges and identity crises business owners face. Rich defines branding and its relationship with marketing, emphasizing the importance of developing an umbrella brand. The episode covers the steps of branding, the joy it brings, and the significance of brand characteristics and clarity. They share insights on differentiating in saturated markets and the costs of inaction. Rich also introduces his book, Impact Driven Branding, and shares contact information for further resources.

(0:00 ) Rich Kozak: Defining and understanding branding
(0:44 ) Richard Walsh: Introduction and guest welcome
(1:19 ) Rich Kozak: Personal backstory and transition to branding consultant
(4:07 ) Richard Walsh: Business identity and overcoming self-doubt
(10:11 ) Richard Walsh: Identity crisis in business ownership
(11:07 ) Rich Kozak: Defining a brand and its relationship with marketing
(18:41 ) Richard Walsh: Challenges in personal branding
(21:02 ) Rich Kozak: Developing an umbrella brand and unique business coaching
(25:30 ) The process and steps of branding
(26:09 ) Rich Kozak: Impact Driven Branding book
(27:02 ) Visualizing successful branding and the joy of branding work
(30:21 ) Richard's experience in business coaching and team vision
(34:39 ) Shaping business perception and reputation
(37:23 ) The importance of brand characteristics and clarity
(44:22 ) Marketing and getting credit for brand efforts
(50:10 ) Naming and creating an umbrella brand
(51:02 ) Story of branding Lou Vickery
(52:57 ) Differentiating in saturated markets and avoiding common fallacies
(57:55 ) Importance of getting credit for competencies and avoiding premature closure
(1:02:48 ) Costs of inaction and seeking help in branding
(1:05:14 ) Rich Kozak's offerings and contact information
(1:07:21 ) Closing remarks and call to action