In this podcast, Kevin talks with host Bruce Eckfeldt about the role that emotion plays in branding for businesses that want to scale and grow. We discuss ways that business and brand leaders can focus on what makes them distinct and desirable so that they can better connect with the customers that they want to reach.

Here are some soundbites…

"Great brands, great businesses, actually start because they have a vision for what their role is in the world. They think they can make a difference. They think that it's an opportunity to improve something for people."

"When I'm working with a brand, the first thing that I want to understand is how to help them focus. How do you get back to who you are? What makes you whole as a company, what you're there to do at your core? What are you most emotionally motivated by? As a business owner, as a brand leader to do for people in the world?"

"The second thing I want to do is help them connect with the people that they want to reach. So to do that, in order to truly connect with someone, you really need to understand what motivates them and what they care about. So I will focus then on how to their desired customers want to feel. What are the things that they need in their lives that are missing? What are the things that is most important to them?"

"I'm looking for that intersection of emotional motivation. And in my business, I call that Limbic Sparks - Limbic Sparks happen when your audience is emotionally motivated by what you're all about. That's the single focus of my whole business is helping to create those Limbic Sparks for business leaders and brand owners."

"The most important question that I'm trying to solve is how do you want people to feel? And you want people to feel positive. You want people to feel like their needs are being served. You want people to feel like they're a valued customer. You have their back, you're taking care of them. And that's a really important thing. You can't be talking too much about yourself. You should really be talking about how you're going to solve things for people."

"The way I approach my work is by stripping out a lot of the cumbersome strategy frameworks and ideals that some of the consultancies that I've worked with in the past bring into the process. A lot of times, it's a very cumbersome process. There are a lot of people involved. There are lots of layers and there's also just tons and reams of work that need to happen to get the job done. And what I've really focused on is an experience for my clients that's also emotionally motivating. It's a very simple experience. It can be done efficiently where I'm helping them focus, connect and expand."

"How can they most appeal to the people that they want to reach and then expand into the areas that they want to expand into to better serve those customers? I'm working with companies to help them create more desire for what they're all about with this focus on emotion."

For a full transcript of the Scaling Up Services discussion with Bruce Eckfeldt, check out Scaling Up Services with Kevin Perlmutter.

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