She Wants to Help You Engineer Your Branding for Better Results Episode #16

(Last Updated On: May 11, 2021)

Special guest Jennifer Anastasi joins us as we talk about Engineer Your Brand for Better Results

Jennifer Anastasi Wants to Help You Engineer Your Brand for Better Results Episode #16

 

ABOUT Jennifer Anastasi

Jennifer worked nine years as a software engineer; she worked on web development teams and finally designed software for the pharmaceutical research space.

After having her daughter, it changed how she operated and how she viewed the world.

She wanted a job with more flexibility, but more so, she wanted something that was her own, separate from my family. Something that she could build to make a difference in her own way.

She started her web design business for other small businesses. She realized the same principles used to engineer large software projects can also be used to successfully engineering successful small businesses.

Now, Jennifer helps entrepreneurs grow their business by bringing in more (and better) clients. She creates a professional strategy for her clients that maximizes their marketing efforts to consistently attract their ideal clients.

She works with her clients to get you more of their precious time back. Jennifer believes That she can use her engineering background to create a fantastic experience for her clients' messaging and website.

Jennifer Anastasi ONLINE PRESENCE

Website: jenniferanastasi.com

Facebook Page

 

SPECIAL PROMO FROM Jennifer Anastasi

Join Jennifers Free Facebook Group Unforgettable Strategic Marketing

EPISODE #16 PODCAST TRANSCRIPT

My Beautiful Wife
Thank you for listening to the Freddy “O” Show, a podcast devoted to you, the listener, your purpose, mindset, and your marketing efforts designed to help you go to that next level. Now here's your host, Freddie O.

Freddy Owen
I am super excited to bring Jennifer Aniston on board today. Jennifer, welcome to the radio show.

Jennifer Anastasi
Thank you so much for having me.

Freddy Owen
So to start off, Jennifer, can you tell us a little about yourself? your hobbies, passion? Who is Jennifer Aniston?

Jennifer Anastasi
That is a fantastic question. And you know, sometimes I really wish I knew. So I am a by call myself a recovering engineer. I went into engineering, worked software engineering and software development for about nine years, and worked a bunch of different things. And then I ended up having a kid. And once I had a kid, I was like, You know what, I want to do something different with my life. It's amazing how that kind of puts things in perspective for you. So I decided to open up my own business, it was lovely, I sort of jumped in without any idea what I was doing. And for the last almost two years, I've been sort of figuring it out and really learned how to take all that fun stuff that I was doing with engineering and with my background, and really focus it on small businesses and helping other people get a really great brand strategy put in place using that those engineering skills.

Freddy Owen
Excellent. So when you say engineering skill skills, you mean just like honing in with a different like? Well, real quick, you talk about, you're a big proponent of doing research before jumping into marketing and not winging it. Can you dig a little deeper into that is that have something to do with what you talked about, like with engineering, as a side of it.

Jennifer Anastasi
So the spark notes for an engineering degree are that Well, a lot of times, people want to jump in a lot of times. And you know, I've worked with computer code. So you just want to start getting in there and coding. And we were very much trained that you don't do that, you start by planning everything out that you do all of your research. And essentially, there are 1,000,001 ways to get from point A to point B, and there's so many different ways you can do it. But some ways are going to be a little bit more efficient. Some ways are going to work better in the long term, some are going to use different technologies. And so you really have to take the time to plan everything out to make sure that you're going to accomplish your goals for that particular piece of software. So that's very much how I approach doing brand strategy. You're not just winging it before you sit down to put anything, commit anything, I guess to paper, you are doing your research, and you're figuring out what other ways are out there. What are the different ways we can get from point A to point B, and then figuring out which way is the best for that particular client or brand?

Freddy Owen
So there's obviously there's different strategies for different businesses?

Jennifer Anastasi
Absolutely. And there's different strategies for all sorts of marketing. I mean, you can go on YouTube and type in how do I market my small business, and you'll get like over a million hits. So there's always so many different ways, and they're not wrong. They're not one is not better than the other. It's just for different businesses, different things work.

Freddy Owen
Absolutely. So with that being said, like branding in general, what do you see the biggest mistake people make when it comes to branding? Where are they focusing too much on and not? And not focusing and focus on the right things? Like? Give me an example?

Jennifer Anastasi
Great question. So I see people not focusing on branding at all, or looking at branding as a color palette and a logo. And branding is so much more than that. So ultimately, branding is how people feel about your business when they interact with it. And every time they even go to your website, like that's an interaction. And so what a lot of people will do is they don't think about their branding, they just jump into marketing their business. And they'll say, Okay, I see that this type of post is working on social media. So I'm going to do a similar type of post, and they go out and they do that and then they see something else. And they're like, Okay, well I see this person, the YouTube video works and really like how that background looks. So I'm going to do something similar. And they don't take the time to think what type of message does this send. If I put out, for example, a marketing post where I talk about on social media, how honesty is very important to me and how I'm all about being off. And that's a buzzword right now. And then I, you know, until I see this post from somebody on social media, and then I go to their website, and they've got really photoshopped images kind of all over the place. And I can tell they're photoshopped. That's creates an inconsistency and it sort of breaks trust. But to me, as a brand strategist, I very much see that as a lack of deliberate brand strategy don't have, you know, okay, these decisions that I'm making in terms of my marketing, I'm not doing it from the point of view of how is somebody going to think or feel when they see one thing over here and something else there? So a lot of people just, you know, make an understandable mistake of not realizing how important that is.

Freddy Owen
Okay. Okay. With many marketers, they think alike, with their, when they try something they have to like, if that doesn't work, they have to overhaul their marketing efforts completely? Like, what would you like, they have to start from scratch and rebuild it. And which, first of all, I don't believe you have to do that at all small tweaks to higher peaks, in my opinion. So if you had somebody that had a completely and totally whacked out brand, how would you approach that to them with them? Well, I

Jennifer Anastasi
think you start by saying, you know, what about this brand, feel so whacked out, you know, so I always start from the point of view that you have to have a solid foundation, right? You're not going to, you're not going to build a house on a strong foundation, right? You want that concrete foundation and build everything else on top of it. So you know, it's going to be able to take the hit because every brand has to be prepared to take a hit at some point or another in the world that we live in. Yep. So I like to start by saying, okay, we don't mean to burn everything to the ground. Sometimes the tactics are really good tactics, but it's the messaging behind it. So let's take a look at what the messaging really should be. Often, especially for a small business, or medium-sized business, where there is an entrepreneur at the center of it, we can go back to that entrepreneur, and we can say, Okay, what are things that you value? What are things that you see, you know, for your company's future, because at the end of the day, we all like to say, Well, I'm in business, because I want to make money, right? I think that's something a lot of people say, but the truth of the matter is, I'm an engineer, I could go out, and I could be making a lot of money working a 40 Hour Workweek, as an engineer. However, I choose to be an entrepreneur, because I believe that this is a better path for me. And so it's not really about the money, it's about something else. And so what is that something else? And most of the people that I talked to, with a little bit of digging, were able to figure that out. And usually, it's just a slight misalignment. And we're able to say, Okay, well, we've got sort of this foundation now set this purpose of your business, we've got your values kind of figured out, can we sort of just tweak everything to align with that and make sure that all of your marketing just lines up with this just fits? And it's amazing what happens? When you

Freddy Owen
say solid foundation? And that strong foundation? Can you go a little dig a little deeper into that as far as a solid foundation?

Jennifer Anastasi
Absolutely. So as a business, you need to know why you're in business. And you need to know why somebody should work with you overworking with somebody else. And we all know this kind of on a conceptual level. But a lot of people don't always take the time to dig into that. They just kind of say, well, I'll figure that out later. Let me just start marketing. So I can I can try to make some money. And often, that's where I see people really spinning their wheels. Because if you ask them, Well, why do you do what you do? They can't give you a really solid answer. Or, you know, what values do you want your company to have? And they're like, I don't really know, or the answer changes to they'll one day they'll say, Well, I'm I'm all about authenticity. And then the next day, they'll say, Oh, I'm all about being unique or things like that. And without having that really solid, you know, idea of why you're in business and what your business stands for, and what those values are, and then also what makes you stand out what makes you different. It's going to be very, very hard to market yourself, because these are things that people ultimately look for. And it's something that's becoming even more important because of the way that the younger generations are purchasing these days. So if you look at you know, if you look at the research that's coming out millennials and people in Gen Z, they By very much based on what a company stands for, and what their values are. And so you know, without that foundation, it's going to be very hard to market to those people

Freddy Owen
that you have on your site. people no longer want to deal with businesses, they want to deal with other people. So, and I love that, because that's one of the reasons why I got into into the industry is because I went in wanting to help people realize their purpose and their passion. I ended up drifting over to and I still want to do that, but drifting over to like, I love creating funnels, creating websites, I love optimizing funnels, so on and so forth. But that is still my purpose in within going into business is to help other people. So I could help people optimize their funnels, and I like to have fun with it now. A solid foundation to build your messaging on consistency across your copy graphics and every single touchpoint. Are you referring to like, the font? I know you're talking about not having color-wise, but can you go a little deeper into that aspect of it?

Jennifer Anastasi
Sure. So your messaging is more than just your copy. And I tend to find that people will either say, Oh, I'm going to focus on visuals, or I'm going to focus on copy. But all of that goes together. Right? It's it's like that saying a picture is worth 1000 words. And so in brand strategy, we like to talk a lot about framing. So you can say things like long trunk, stubby legs, gray color, afraid of mice. And at this point, hopefully you're thinking about an elephant. But I never actually said that word to kind of get you to think about them. And so all of these different things come together. And they frame out this idea that you're trying to project. And so with your brand, you've got your copy your messages, you also have things like your color, they absolutely fit into a brand, it's just not the entire brand. And you know, there's color psychology, if your graphics look a certain way, all of this fits in together to send signals to the people who are sort of checking you out, they're trying to size you up, should I work with this person, should I, you know, go on and look for somebody else. So we want to use all of these things, and we want them all to pull in the same direction. So we want things like your colors to give off a certain vibe. You know, it's like the reason why banks are all greens and blues. And they're not oranges. Some banks are oranges, because they want to be different. But I mean, all of it's all color psychology. And so we want that to pull in the same direction as the messages that we're putting on our website, or in our social media, we want you know, our graphics to all kind of pull in that same direction. So we don't want to have, you know, maybe a random stock photo that has a totally different vibe than every other photo we've ever put out there. We just want all to work together. And you know, there's a lot of different touchpoints out there. There's different media points, there's different marketing messages, there's coming to your website, there's things like filling out requests to meet with you, if you've got like a calendar app, all of these things are different touchpoints, and we want to make sure that they're all pulling in that same direction and really cement that idea of who you are as a business in that person's mind.

Freddy Owen
Yeah, it's it's crazy, cuz I was just talking about my friend is he's not a branding strategist. But I was actually speaking of like rebranding certain aspects of my business. And because I, here's the thing, I know that one of the biggest things I struggle with is and I outsource a lot of stuff. But you know, you can't outsource everything unless you find the exact right person to do it. And that is like, for instance, graphics. I was outsourcing graphics, and I go to my Instagram. And it's, I had to delete numerous graphics, because it was completely not what I felt I wanted to see. And it was completely different than what I was putting out there on my own. So you talk about having tools, I know you have your free Facebook group as well. Institute of strategic marketing from winging it to unforgettable messaging, that guys you want to check out the show notes to get into this free Facebook group. But also you have like, Is it your your product, simple website edits for more cash, that workshop? Is that something that'll be in the show notes as well, by the way? Is that something that you're talking about with branding as well? Or is that something completely different?

Jennifer Anastasi
Yeah, so your website is part of your brand. And so what I tend to find is that people treat their website differently. And so that particular workshop is helping people sort of go through and help bring their DIY website up to where it does sort of fit in better with a strategic brand that they have. So you know, making sure that their website looks professional, and that everything works the way that it's supposed to. So we can try to get some people here, they just need their website to pull in that same direction as everything else, you know, and that's, that's just something I see a lot with a lot of the people that I talk to is they start to develop a brand. And then you go to their website, and you don't get that vibe at all. So it's just all about how to kind of get those two things pulling in the same direction so that we can we're not, we're not basically being our own worst enemy.

Freddy Owen
So with branding, now, I know we've talked about colors, it all comes into playhouse, how like important are would you say are fonts across all avenues? Like for instance? Yeah, fonts, is it like, I personally don't like the curlicue kind of fonts. I don't like putting them on my, my graphics or my website, but you don't want to have like, Leslie, think PT, sans, and then you have a curly q font on your Instagram. It doesn't make sense.

Jennifer Anastasi
No, but so what I always recommend to my clients is that you not use more than three fonts, I prefer no more than two. But I have a couple people that feel very strongly about that third font, and I think it's okay. But your fonts are like everything else. So if you think of your brand as a puzzle, I would not call your font, one of the the corner pieces, right, those key corner pieces, or even sometimes an edge piece, I think of it more as being somewhere in the middle. And if you don't have to nail it, it it's hard to see that full, that full puzzle. But so it is important. You know, and some things that just drives me crazy about fonts in general is just when people pick fonts that you can't read. And it's not, you know, it, just to me, when we say to somebody, we get get their attention, right. And it's just such a busy world out there. And we're like, Okay, I have your attention, I got your attention, I stopped the scroll either on Instagram, or Facebook or any of those other marketing channels. And I finally have your time. I know from a neuromarketing perspective that I have very little time to get through your brain and the different levels and all that fun stuff. Why would I waste that time making you try to figure out what the heck I'm trying to say with some crazy font. So I always tell people, take a step back, send the like, type something out in that font, send it to a couple of trusted friends that are going to tell you the truth and say, Hey, can you read this? And if people are like, Well, not really, you need a different font, it's okay to be, you know, simple with the fonts, keep them easy to read. You know, it's just it's a time thing. And it's a respect thing for your potential clients to say I respect you enough not to make you try to squint and turn your head a certain way to see if you can read what I'm trying to communicate. What's your favorite as far as social media outlet that you'd like to use for your business?

Freddy Owen
I top or top top three?

Jennifer Anastasi
Yeah, so I love Facebook, just because I'm a millennial. So I grew up on Facebook, it feels like so it just familiar. So I love it. But I think there are depending on your market. There's some really great, great platforms out there. I am always a huge proponent of email marketing, I think it's one of the best things out there. And I think a lot of times we kind of poopoo it because it's email marketing, and it's been around for a while we like the cool kid on the block. You know, tick-tock, we're like, Alright, man, we gotta be on Tick Tock screw this, you know, email thing. But I love email. And lately, I've been on LinkedIn, I'm really liking LinkedIn these days, too. But it really depends on the business. And it's all about figuring out what works for you.

Freddy Owen
Yeah, LinkedIn is actually, in my opinion, like almost like the Facebook of old. But it was funny because I had, I was scrolling through there and people somebody posted something. And some guy you know, it was something controversial that you would definitely see on Facebook and this this guy in his response in the comments put down, bro, this is LinkedIn. This isn't Facebook. Like almost like a Yeah. So there they're definitely a different vibe on each different social media platform. And I also I also don't believe maybe you disagree with this, but I agree. I don't think that you want to overextend yourself. To be on every single platform, now, there are tools out there that you can share to multiple platforms that I think are fantastic. But to be able to actually engage with people, you'll be spending unless you have a good VA, you know, handle and all that, you're going to be spending so much time, you know, trying to do that when, and that's something that's not my cup of tea, you know, to go to each different individual place and respond unless I have a tool out there that can do it all for me in a way. But there's not really unless you know, of one of a tool that can actually do that. I know, like, there's a boy, I can't think of

Jennifer Anastasi
so many tools out there, and they always are coming out with new ones. But I I'm actually of the same opinion as you, I think that it's really important to pick a platform that you're comfortable with, and to go all-in rather than sort of being like, okay, because it's like you said, the vibe on LinkedIn is very different than the vibe on Facebook. So if you take that same post from Facebook, and you put it out on LinkedIn, you're probably not going to get a whole lot of traction on LinkedIn, with that same thing. And then to try to respond, it just stretches people way too thin, and they're not having, they're not having good interactions. And, you know, goes back to that human connection, we want to have connections with humans, we don't want like everybody knows what it's an automated post, because it sounds totally bizarre. And you know, it just it gets to be too much. So I'd rather focus on putting out a good like, say you pick LinkedIn. And so you put a good post on LinkedIn, and then you respond like a human to people who engage with that. And I think that is really a way that you grow your audience, and you engage with your audience and figure out what it is that they want and what they need from you. And I think that just helps you grow a better business all around.

Freddy Owen
Yeah, back in 2012, when I first started doing this, then that's it's interesting that you you say that as far as putting it on different aspects, you can, you're gonna see a different type of response. One of the biggest problems I had was actually, time management, back in the day and brand new marketers or business owners, they have a hard time with time management. So if you can go about what is your like? How often do you check social media? Do you have a certain part of the day that you check it that you want to respond to people? How does that work for you?

Jennifer Anastasi
Yeah, so it's something I am still, you know, always sort of tweaking, it's one of those things, what I used to struggle with is I thought I had to be on there all day. And so I would always be checking social media. And I would always be all about that. And what I have found is, that does not work, because then I don't get my clients stuff done, I don't get my other stuff done. So what I like to do now is I you really think about what it is that I want to post, and I put that post out there. And I like to do that sort of in the morning. And then I just have a couple times over the course of the day where I've got it, okay, this is when I'm going to go back on social media, and I'm going to check that out, I'm going to have those conversations. I also do fun things like making sure that my notifications are turned off, I have a newsfeed Eradicator on my Facebook feed so that I don't see anything unless I'm want to. And then I can go in and turn it off for like a half-hour and I put a time limit on it. So don't get sucked into that hole. And so just little things like that have really helped me to say, okay, you know, lunchtime to them and have my lunch. And before I get back into whatever it is I'm going to take a half-hour and really focus in on my social media and I have these conversations, I'm going to reply to people that have engaged, and then my half-hour is up. And I'm like, Alright, I want to move on to you know what I need to do for the afternoon. And then, you know, I set aside another half hour before I pick my daughter up from daycare, I'm like, Alright, I'm gonna finish the day off and a social mood and I go on social media be social. But I think it's important to sort of set those limits for yourself and not to try to be everywhere all the time.

Freddy Owen
Exactly. And it pushes you back so far, I'm a big proponent of turning off notifications, because it does, it will drive you crazy. So today we learned about branding, a lot of different things. And I think it's great because you guys, if you're listening to this and you're having a brand issue, I think you need to take advantage of actually go into the show notes and check it out the simple website, and it's for more cash. And then you actually have it to where they can work with you as well. Correct?

Jennifer Anastasi
Absolutely. I

love working with

different business

owners I love I don't specifically work with like one One industry I like working with a variety of people. And it's just as a lot of fun we have a lot of fun working together usually with my clients and figuring out what the best moves for them as an individual business.

Freddy Owen
So definitely, you know, check out the show notes of all the information in there. Simple website edits for more cash and then also join the free Facebook groups just strategic marketing, from winging it to unforgettable messaging, we're gonna definitely jump on that as well. I actually joined that and I'm waiting for verification. So that is one thing you want to do. So now, the super-fast, super hyper fast q&a around you ready for this?

Jennifer Anastasi
Oh, I hope

Freddy Owen
so everybody says that, like, Oh my gosh, okay. So here we go. I'm gonna ask some questions and just answer them. And we'll go as fast as we can. If you could only one food for the rest of your life. What would it be pasta? pasta. Okay. What artists are banned? Do you always recommend when someone asks you for a music recommendation?

Jennifer Anastasi
Garth Brooks.

Freddy Owen
Brooks, okay. If you were a pro wrestler, what would your name be? Oh, God,

Jennifer Anastasi
I have no idea.

Freddy Owen
The ultimate brander

Jennifer Anastasi
Yeah, maybe, maybe.

Freddy Owen
We'll come back to that one. We're gonna come back to it because you have to answer it. I can't answer it. Um, favorite episode of Seinfeld. If you have one.

Jennifer Anastasi
Any one of the ones where they go no soup for you. It cracks me up every time.

Freddy Owen
Okay. And then Jerry, Elaine, George or Kramer. Who would you have as a neighbor next door and why?

Jennifer Anastasi
George?

I just I don't know what it is. I just love him. And I think it's because he's just kind of crazy. But not in a Kramer way.

Freddy Owen
You are the first person to ever pick George. I'll do I do. I'm a huge Seinfeld fanatic. That is I love Seinfeld. So. And thank you for answering that. Because a lot of people say I've never seen it before. And I'm like, you know, a lot of people don't watch television. And I don't watch live TV. But back when I was in the car business, and I was going through some rough times. Seinfeld got me through so much because I would come home. After a miserable day. Watch Seinfeld, and I would completely be like, refreshed. Because it made me laugh. And I love laughing. So yeah, but those are that's it. Those are the only questions I have you. Oh, will we have to go back to the pro wrestler? What would your name be? Ah,

Freddy Owen
I don't know. Brandon Nader. Okay, so good answer. Good answer. Okay, so final thought one last shout out to the radio show fan that you feel can have an impact on them today going forward?

Jennifer Anastasi
Um, that is a great question. Ah, you know, keep it real. Keep it real. If it feels like you're trying to force a round peg into a square hole, then don't do it. So make sure everything that you're doing and your marketing efforts and your branding efforts, make sure it feels like you.

Freddy Owen
Jennifer, thank you so much for being on the radio show your rock star.

Jennifer Anastasi
Thank you so much for having me. This was so much fun.

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