Season 3 Episode 25
Season 3 Episode 25
Tripp Douglas is the founder and Creative Director of Crema Design Studio and also serves as the Chief Communications Officer at Morgan White Group. His career began in 2000 as a freelance graphic designer, building websites and designing logos for small businesses in Mississippi. He began expanding the design business in 2009, and Crema now employs a half dozen designers and brand managers servicing clients across the Southeast.
As Morgan White Group grew from a small local agency to a 300-person company with multiple office locations, he recognized the need for improved communication within the company. His Communications Team at MWG helps maintain consistent branding and messaging for all forms of company communication, both internal and external.
In 2003, while his design business was still in its early stages, Tripp opened a specialty coffee shop called Fusion Coffeehouse. This first-hand entrepreneurial experience has given him a unique perspective on design and marketing strategies.
This month, Ryan Eaton welcomes Tripp Douglas to talk about advertising, branding, and marketing for your company’s external and internal communications.
Tripp Douglas operates as a Chief Communications Officer, coffee shop owner, and graphic design company’s Creative Director. Through his diverse roles over the years, Tripp has learned a lot. Through it all, he has continuously led with an entrepreneurial spirit and drive.
With such a diverse business background, Douglas offers a rare, holistic insight into business communication strategy. He provides tips on different advertising approaches, how to better balance respective channels, and much more on this episode of the Insurance Leadership Podcast.
A small business usually has a tight budget and rarely spends money on advertising. The problem is that many businesses fail to take off because they are drowned out in a crowded marketplace. Advertising can help your business stand out, but it only works if you find the right medium and message for your target market. With so many options to consider (television, radio, print, direct mail, newspaper, billboards, or social media) the right mix will be different for each business. In addition to what fits your market, your target audience, and where your customers are, it is often beneficial to consider a combination of advertising strategies.
According to Tripp, one important item to consider would be what happens if the advertising is successful. How does the customer proceed from step two to step three to step four? Many companies put so much emphasis on marketing, that they fail to consider the other steps in the customer’s journey.
There is no silver bullet in advertising.
Why do you need branding? Despite what many believe, it goes beyond a logo. Douglas emphasizes that your brand is the first interaction a person will have with your business.
Branding should be considered a summary of your company experience. It includes things like tone, content design, and customer service. In addition to the logo, you can use branding to determine aspects of the experience your company provides.
As part of developing your small business' brand design, you should not only consider color, font, and design, but also the tone of speech, customer service, and any other facet of the customer experience. As Tripp explains, branding should give consumers an insight into your business and brand before even asking questions.
It is also crucial for your business to have a strong brand because it enforces recognition. Your brand makes you more recognizable to the public. As a result, your company will be more easily remembered by customers.
What are the benefits of branding for small businesses?
Branding is the entire experience people have with your company. It’s really who you are.
When you think of marketing, you more than likely think of external communication to your customers. Another "market" is equally important - your employees who play a vital role in showing your brand to customers.
Internal and external brands don't serve the same purpose. Your external brand connects with customers and prospects, while your internal brand connects with current and future employees. In Tripp’s work helping executives develop and carry out branding campaigns, Douglas has found that companies very often ignore this critical constituency.
When expectations aren’t met, disappointment occurs.
Building a strong brand is a key to success in today's world of marketing and advertising. Building a brand involves creating a powerful, positive, and lasting image of your business that creates an emotional connection with your customers. Your brand could mean the difference between struggling for recognition and sales or thriving as a dynamic, best-in-class organization.
Be sure to tune into next month’s episode as we continue our discussion with Spencer Smith, host of the podcast, Self-Funded, and SVP of Sales for Plansight.
Thanks for listening to the Insurance Leadership Podcast. Be sure to visit us at www.insuranceleadershippodcast.com to join the conversation, access the show notes, and discover our fantastic bonus content.
Stay updated on all ILP episodes by following us on LinkedIn, Facebook, and Instagram for news and upcoming episodes.
If this podcast has made you a better leader, you can help share it by leaving a quick Apple Podcast review. You can visit Apple Podcasts Insurance Leadership Podcast on your iOS device and then go to the “Reviews” section. There, you can leave a star rating or click on “Write a review” to share what you learned from this podcast.
Thank you for sharing!
