EL049: Why you need Authentic Branding for your Business and How to achieve it, with Howard Lim
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“What I`ve notice over the years is that a lot of companies start to lose the authenticity of why they`re actually in business, and when they move off their core, they tend to start chasing profits rather than really supporting the consumer” – Howard Lim
Howard Lim is one of the world`s best branding experts. His company, How Creative helps thousands of businesses to improve their branding and make it more authentic, and has worked with massive companies such as Matel, Apple and Disney in the last 20 years. Authentic branding is something that businesses often get wrong, and yet is a major factor in their success. With the aim of making a business more valuable for its stakeholders, Howard builds brands from the inside out, ensuring that it is authentic to the beliefs and standards that it was set up with.
“The eyes of a consumer is what creates the overall brand experience, and brand image, so if you`re perceived in a particular way and then your reality is different, there is a gap” – Howard Lim
Branding is a major part of any business, and something that cannot be overlooked. It is the essence of what people remember when they think about your business, so it is something that we need to get right. Sometimes in the service industry we can find it difficult to nail our branding and that`s where Howard Lim comes in. Howard is the founder of one of the top branding companies in the world – How Creative and has over 20 years of experience, having worked with companies such as Disney and Apple, and help businesses build a brand which is authentic to its set of values and beliefs.
If you prefer to watch the discussion in action, here is my recorded interview with Howard Lim (please refresh your browser a few times if it isn’t loaded properly the first time):
In this interview you’ll learn:
- 01’52” – About Howard and why he does what he does
- 03’11” – Why authentic branding is important, and why brands matter
- 05’35” – Whole brain approach strategy – what it is and why it`s important
- 09’50” – Why branding is important in the service industry
- 15’00” – About the perception of a brand
- 18’27” – Story telling and how to tell an authentic story
- 23’46” – Some tips on how to start acting as a strong and authentic brand
- 28′ 08” – The importance of design in branding
- 35′ 50” – Howard`s 2015 branding tips
Written Podcast Transcript:
Jacob: Hello everybody, this is Jacob Sapochnick with the Enchanting Lawyer podcast. This is a show where we interview the most inspiring entrepreneurs from all over the world who share with us their expertise and inspire us to do better at what we do. Today we have a very special guest, Howard Lim.
I want to bring Howard to discuss something that I get a lot of questions about social proof branding. Why would service businesses consider them self as a brand. Howard is one of the top experts in the field.
Howard is the founder of one of the most successful branding firms in Los Angeles, it’s called HOW Creative. He’s been building authentic brands for more than two decades. He supports and empowers businesses to create products and services into fully-develop brand identities that inspire companies to reach their ultimate success.
He has actually transformed the brands of emerging and leading Fortune 100 companies such as Disney, Mattel, Xerox, ABC Network, and Honda, influence in billions of dollars in client’s profits, brand value and equity.
Howard, I’m excited to have you here. Welcome.
Howard: Thank you. I’m excited to be here.
Jacob: How are you today?
Howard: Very good for cold winter. (Laughs)
Howard, like I said in the beginning of the show, I’m very excited about you coming on the show because I see and I learn about the value of branding as I’ve been developing my own law firm. But I think that people in the service business, they’re not really appreciating why branding is crucial especially as we leap over to 2015 and we’re going to talk about that.
But before we dive in into our content, why don’t you give our listeners just a brief intro about yourself and why you do what you do.
Howard: Sure. Yeah, I’ve been branding and designing company since 1987 and see the evolution of branding itself before it was known as branding.
A little background, worked with a lot of the Fortune 500 companies that you mentioned like Xerox, ABC, Apple. What we do specifically with our company that differentiates from others is that we actually design companies so they’re more valuable to all stakeholders and shareholders. That means employees, investors to anybody who’s in contact with the brand. By doing that, we actually are able to create stronger and better results.
To read the complete transcript from this podcast, click here.
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