Episode 10 of the Circle Legal Business Fix-It Show introduces you to the basics of branding. Hosts Kelley Keller and Susan Gunelius discuss what a brand is, the five factors of a brand, and how to build your brand for your business.

You'll get the inside scoop on branding from Circle Legal's Chief Marketing Officer, Susan Gunelius, who has been leading branding initiatives for some of the largest brands in the world for over 20 years and has written multiple books about branding that are used in university classrooms around the world. In addition, Circle Legal's President and intellectual property attorney, Kelley Keller, sheds light on how to protect your brand as the valuable intellectual property it should be.

Scroll to the end of the article to listen now or read the full transcript below.
Transcript and Audio of Episode #10
Announcer: It’s time to LIFT your business and your life on the Circle Legal Business Fix-It Show with your hosts Kelley Keller and Susan Gunelius. Learn how to build a business you love on a solid foundation that delivers the future you want for you and your family. Here are your hosts, Kelley and Susan.

Kelley Keller: Innovative companies, business owners, and families welcome to the Circle Legal Business Fix-It Show where you will learn how to LIFT your business and your life with help from recognized legal and business experts you can trust. I’m your host, Kelley Keller, President of Circle Legal, coming to you from the iHeartMedia studios in Harrisburg and with me is my co-host Susan Gunelius, the Chief Marketing Officer of Circle Legal who is joining us remotely via video conference. Hi Susan.

Susan: Hi Kelley. I want to tell our audience first before we really get rolling that we were supposed to have our guest today, David Meerman Scott who is the author of “The New Rules of Marketing and PR,” but he had to reschedule. We’re sorry. We’re still going to talk about marketing and branding today, but David has rescheduled for our show on December 12th.

Kelley: Outstanding. Well it’s going to be a fantastic show, and I think that we actually have another great guest coming next week as well. Am I correct?

Susan: We do. We have Jody Rose. She’s the new Executive Director of the New England Venture Capital Association. We’re really excited. She has such a deep background in business. She’s held executive level roles with both enterprise corporations and with lean startups, so she has a lot of different perspectives to share with us. It’s going to be a cool show next week.

Kelley: You know, it’s always great when we have people from all over the country who really advocate access to startup capital for really small businesses but also particularly women-owned businesses---to really help them understand how to navigate the particular system. We’re very excited about that guest and then also about having David Meerman Scott come back in December.

For those of you who are just joining us, we want to quickly remind you that the Circle Legal Business Fix-It Show is really all about building and maintaining, a solid LIFT foundation. LIFT being the essential Legal, Insurance, Finance, and Tax building blocks of your business. Without a strong LIFT foundation, even the most innovative companies will fail.

Today, we’re going to focus more on maintaining and growing and building that castle on top of that foundation by building your brand---not really from just the boring legal side of it.

Susan: Yes, true but it’s not all boring on the legal side Kelley.

Kelley: Not all, thank you. Thank you.

Susan: You’re welcome. I thought what we would do is just learn a little bit more about what I started talking about very briefly and very high level last week. I was talking about the five factors that define a brand. I said that they were number one, defining your brand promise; number two, your brand perception; three, brand expectations; four, brand persona; and then finally