Business of Craft Season 7 Episode 5 Karley Cunningham on Differentiating Your Brand

Business of Craft Season 7 Episode 5 Karley Cunningham


Welcome to Business of Craft, a show designed to help entrepreneurs with fabric or fiber businesses become more successful. Our guests share best practices and teach effective marketing skills, that help crafty business owners learn to grow and scale. Let’s start crafting a better business together!

Karley Cunningham has been diving into the worlds of business development, branding, and design for over two decades. As the Creative Strategist & Growth Accelerator at her company, Big, Bold Brand, Karley brings her big thinking and innovative problem-solving to the table. She’s also a sought-after speaker and mentor, sharing her wisdom with national and international business organizations. Today we’re chatting about differentiating your brand.

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[2:16] Let’s talk about the basic concept of defining what is a brand?

[10:16] What do you tell clients when you’re advising them about differentiating and how do they step out of that sea of sameness?

[23:03] You mentioned employees, as part of the brand. Does that mean how you interact with your employees as part of your brand? Or do you mean how your employees interact with customers?

[28:09] When s different customer avatar comes into your business, maybe you need a rebrand? What what are those different times when you’d recognize a rebrand is necessary? What would you say the steps would be to take care of that?

[29:45] What is that exercise you actually walk clients through to get all that on paper? Do you have the team meeting with the employees? Does it come top down? Tell me how you’ve seen that manifest.

[35:11] What are some moments when you’ve seen a company try to differentiate themselves and just fail completely? What are the big pitfalls to poor differentiation?

[41:08] Can you speak to that a little bit about how visual identity is tied to your branding?

[44:21] How do businesses stay ahead of that curve? Can they tap into change and trends, but not lose sight of the brand, not jump on the trend bandwagon so much that now there are seven degrees of separation away from their brand?

[47:00] What kind of services you offer to help them enhance their brand?

Additional Resources

Connect with Karley | LinkedIn