Episode 53: Building a Legacy Brand with Tiffany Neuman
The Fast-Track Woman Podcast: Episode #53
Building a Legacy Brand with Tiffany Neuman
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Meet Podcast Guest, Tiffany Neuman.
Tiffany Neuman is a visionary branding strategist who helps highly-motivated entrepreneurs and influencers up-level their businesses. After 15 years in the corporate world, working with brands like FedEx, Stoli Vodka and Burt’s Bees, she left to establish a revolutionary branding business that stays one step ahead of trends. Tiffany now works with clients across the globe to help them 10x their sales and shine even brighter in their niches.
About this Podcast Episode.
In this episode, Terra Bohlmann interviews Visionary Brand Strategist, Tiffany Neuman, who helps highly-motivated entrepreneurs and influencers up-level their businesses. After 15 years in the corporate world, working with brands like FedEx, Stoli Vodka, and Burt’s Bees, she left to establish a revolutionary branding business that stays one step ahead of trends. Tiffany now works with clients across the globe to help them 10x their sales and shine even brighter in their niches. Terra and Tiffany discuss the concept of Conscious Branding and why developing a Legacy Brand is key for long term growth in your business.
Resources, Tools, and Links Mentioned in this Episode.
- Apply for your complimentary Fast-Track Session with Terra HERE.
Read and Download the Transcript for this Episode.
Intro (00:01): When you give smart women a five-year plan, simple business strategies and a positive mindset. It's amazing how fast your business can grow. Welcome to the fast track woman podcast with your host and business strategist, Terra Bohlmann. She helps women business owners stop winging it and board the fast track to success. When she's not making high flying dreams, the reality you can find her traveling to random destinations, desperately tracking down Chanel, broaches, or sipping overpriced coffee drinks. Her purpose in life is to help you build a profitable first-class business, smooth out the bumpy ride, and finally have more time, energy and freedom. So buckle your seatbelt because this episode of the fast track woman takes off right now. Welcome back to the fast track entrepreneur podcast. I am your host Terra, and I'm super excited for today's
Terra Bohlmann (01:01): It's guessed because who can't learn more about developing a brand that really becomes your legacy. Then my very own friend, Tiffany Neuman. So let me tell you a little bit about Tiffany and then we'll get started. So Tiffany Neuman is a visionary branding strategist who helps highly motivated entrepreneurs and influencers. Up-Level their business. After 15 years in the corporate world, working with brands like FedEx, Stoli vodka, and Burt's bees. She left to establish a revolutionary branding business that stays one step ahead of the trends. Tiffany now works with clients across the globe to help them 10 times their sales and shine, even brighter in their niches. So please join me in welcoming Tiffany. Hi, Tiffany, how are you? Hi, Terra. So happy to be here. Happy to have you. I'm like so excited for this podcast episode. We've been talking about it for awhile and I'm like solid on my calendar today.
Terra Bohlmann (02:02): I was like, yes, Tiffany and I get to chat today. All things branding. It's like one of my favorite topics, same here. I was super excited. I love it. I love it. So let's just hop in. You have some amazing corporate experience working with big brands that you bring to the table here. Tell me a little bit more about your background.
Tiffany Neuman (02:23): Yeah, so I'm one of those people that actually have kind of lived and breathed branding from a very young age. I kind of got into it in high school and then I won some competitions without realizing what I was doing. And then I went to college for it and just always loved it. It's really always been what I've been doing. And then, or like you said, went into the corporate world, worked my way up. So I worked my way up from an intern all the way to creative director in a fortune 500 marketing company and out of Chicago. And that was what
Tiffany Neuman (03:00): Indoctrinated me to just like I was a designer, a graphic designer, but sticking to branding specifically, and then working with those big clients was really a way to understand like what a branded system is, why that's important and really how the big players do it. Yeah. And so that was really, really a great way to then segue when I left build my own business. And I also teach in a college teach design and branding too. You know, I had my daughter, it was like one of those typical entrepreneurial stories. Somebody is in corporate and then you have a family and you're like, okay, I want to leave the rat race. So I left the rat race and started my company. And so, yeah, I think the background really gives me not only credibility, but also just so much knowledge of like how it works in the big brands and applying that to entrepreneurs, which is really, really fun.
Terra Bohlmann (03:51): Oh, I love it. And I love that you said, you know, like we all do. It's like we have the kid and go, Hm. So am I going to put her in daycare? Are we getting the nanny or an AU pair or do I need to make a shift? So the same thing happened with me too, except for, I worked for Accenture when I had my first son, like after I had had him. And so I did the daycare thing and, you know, and whatnot. And then I went to another consulting firm and then I had the twins and it was like, I didn't even pre think, like, how am I going to like do this consulting thing where I'm traveling all the time and my husband's career is taking off and it's like, Oh, and then we got the AU pair. We tried that route. And then I was like, yeah, something's got to shift here. And then that's when Terra Bohlmann.com was born too. So I love that. I didn't know that, that we had a similar story around that. So from a branding perspective, you know, you had talked about your speaking, like my love language, when it comes to a branding system, we explain to our listeners, what does that mean? And how are you branding is, is more than a logo, right? Like what's a branding system.
Tiffany Neuman (04:59): Yes. So a branding system is basically looking at your business from a very high level. And once entrepreneurs, you know, when they start out, a lot of people do, they'll go on Fiverr, get a logo, get some colors. And they're like, Oh, that's my brand. I have it down. Which is great. When you're starting out, that's fine because you don't have things in place. But as people grow, I found that they really build their brands unconsciously. A lot of the time they'll end up with like different programs with different random names. And then they like to play in Canva because it can be fun. And then they get used all these different colors and templates, and then it ends up being what I like to call a Frankenstein brand because it's not really set together. And if you look at the corporate companies like the ones we mentioned earlier, what really creates value in their brand is that the fact is a good brand.
Tiffany Neuman (05:48): Really isn't super sexy. It's not always changing. If you see like, Coca-Cola, for instance, they have the red, that's never changing. They may update, they may evolve in some ways, but it's consistent. And it's long-term. So really what I like to do is help people look at their vision, like where they're moving in like three to five years. And I know you like to look at the long-term too, and then reverse engineer to where they are now, so they can grow into the brand. And so they can start evolving so they can plug in more programs. So they have a branded system that allows them to have an umbrella brand and logo. And then as soon as they add new programs or they shift their programs, it just becomes really easy to plug in. Like they, they know what their logo system is. It's not like they're reinventing the wheel or changing things every time. So that's really in a nutshell why I called it a legacy brand, because it allows you to build your legacy for the longterm and really go from there. If that makes sense.
Terra Bohlmann (06:42): Yes. Yes. I love that. And I've seen your work and you know, we've been in a mastermind for the last year together and the, what do you call it? Do you call it a brand book or you give your clients like this, a beautiful, like guide to all this that is completely scalable, which, you know, you know, for my business maps, when I was talking about them, they are meant to scale to for the next five years. And I love that we're in alignment on that because, and you know, what else I love about you is that you give women entrepreneurs permission. Like if you're just starting out and all you can swing as the fiber logo or whatever, or canvas thing, it's like, do you like, do what it takes to get something out there, make some money, but then know for long-term growth strategy and to make the branding.
Terra Bohlmann (07:30): And you know, as your business model grows, you want to make that easy, then come to you. But like, you know, it's okay if you know, don't have any shame if like, that's what you have to do right now, because we want you to get out and make some money, then reinvest that into long-term growth. And you're the only person I've ever talked to on this podcast. I believe about branding that actually said, you know, what if that's why you can do cool, like, you know, but when you're ready to go, Hey, I'm here and we can build out this legacy brand for you. That's huge. So thank you for that.
Tiffany Neuman (08:06): Yeah, absolutely. I found it actually, you know, it doesn't serve me or a client if they're just starting out, because typically it does take a year or two and it depends if somebody is coming from corporate and they really know what they want to do, that's a little different. But I mean, if you were still really finding like who your ideal clients are, or like what you want to do, like, I help refine that and I I'll help refine other pieces of it, but yeah, I do think it serves everybody better that way.
Terra Bohlmann (08:33): Yeah, no, I totally agree. And I love that you call it, do you call it a Frankenstein brand or a Frank? And I call it, I call it Frankenstein business models because it's the same type of thing. Like, you know, maybe someone's worked with somebody on their marketing strategy and then somebody on their branding and they've never talked of course. And then there's someone who helping develop their systems in the back. Then maybe someone helped with messaging and they had, you know, no one's quote unquote talking to each other and they're building them in silos, which then makes you go, okay. Hmm. Yeah. Like then that's how the
Tiffany Neuman (09:07): Science totally. And it causes
Terra Bohlmann (09:09): You tons of confusion as a business owner versus like when we can just say, okay, well, if we see clarity more than anything else, and if I just knew I had clarity, then I could just run with this and I can make a big impact. And so many women struggle with lack of clarity. And I think it's because they're either trying to DIY some things too much and then they're going down rabbit holes. And instead of just making it so freaking simple, right. And finding that because I've seen some of the programs that you've helped brand, and it's just like, you lead with that main brand and then you want to add something else later. Great. Like she said, well, we've already done the hard work. You know what font to put it in, you know, what colors to use. You probably know how to name them, you know?
Terra Bohlmann (10:00): And that's the branding system she's talking about. And it just saves so much time, energy, money, stress down the road to do this work when you're ready to do it. Right. So I love that. So when you look at somebody like a FedEx or Stoli or a Burt's bees, right. And say they have a new, like say Burt's bees is going to come out with a new line of chapsticks and these like summer flavors or whatever, you know, what typically happens when they go to do that because of their branding. Can you kind of explain that so that women entrepreneurs know like, okay, if I can, we can take the good from the big brands, but then apply it in a way that makes sense for our small business. Like, can you kind of walk through that process?
Tiffany Neuman (10:47): Absolutely. It's funny that you brought that up as an example too, because that's actually one of the projects that I did for not those with summer flavors, but I love it. And they came out with those tinted longer tubes. Yeah. I used
Terra Bohlmann (11:00): To have a retail store and we sold those. So that's
Tiffany Neuman (11:02): One that came to mind. Yeah, yeah. Yeah. I helped with the launch of that. And then also it's like Stoli, they had a lot of new products. That's a really great example of a branded system too, because the umbrella brands there, they have the branded system, but it's like, okay, how does this differentiate from the other products? And what are you going to say? That keeps it the same. So the first piece is market research. And that's really important even in the work that I do. And it's not, doesn't have to go as deep. You don't have to get like, you know, a ton of people involved in all of this thing, but there is a way to do that. And also why, if I do one on work, but I also do small group pods and branding and people are like, how can you brand in groups?
Tiffany Neuman (11:40): Well, part of the reason is everybody is completely individual and they get one-on-one attention. But then they also get that market research by being in the group with other like-minded entrepreneurs. So in Burt's bees, that's how one way that it applies is like the market research is the first thing, because so many people will brand something or choose a new offering without doing research to see or make a course, build out a whole course without seeing that people want it, how to message it, like why they want it, all those good things. So that's really, the first step is to do the market research, to make sure it's viable and it's needed and all of that good stuff. And then it really goes into visuals. So if you had a branded system, the timeframe it takes when you have a new offer, because like in Burt's bees, they have the whole brand already nailed down.
Tiffany Neuman (12:28): So it was a lot easier to implement a new offer or a new product in their case and take like what's already existing and then apply it to that. And then for us specifically to the, the main differentiator with them was we did all the PLP displays for the stores. So when you come in and that's really like their marketing, yes, they do advertisements and things like that. And one of the things I love about them is this is where I know we're going to talk about conscious branding. Burt's bees is one of the places that I really, really became enamored with conscious branding, because they were always about inclusivity and diversity. They were always about environmental, like making sure that they were sustainable. And so we'd always make sure to pull that into the brand too. Like even when we were sourcing for their PLP displays, like, yes, how does it look? Who are we representing? But also, you know, how we can use sustainable materials. And so all of that you want to really think about when you're creating your brand, it's just on a different scale. Right, right, right. As an entrepreneur there, whether you're solo or whether you have a small team or whether you're like, you know, my clients, Selena, Sue, she has quite a big team. It's like, whatever stage you're at, you can still apply those things from the big brands in various levels.
Terra Bohlmann (13:43): Yeah. And that's, it's so true. And I I'm like a living example of what not to do in some sense, because, you know, it's, I love that. Well, let me back up on the birth SPI thing that when she was saying pop it's point of purchase.
Tiffany Neuman (13:59): No, I do my lingo sometimes without forgetting.
Terra Bohlmann (14:02): It's like the display of when you go to buy like that, you know, burst B you know, chapstick or whatever. And I, I very vividly remember that because I was like a big reseller of it, you know, the reps. Yeah.
Tiffany Neuman (14:14): Amy had a retail store for like,
Terra Bohlmann (14:17): It was like something that sounded fun. And so when it came in, it was like very much Burt's bees. But I remember the caps were all different colors based on that tint, you know, of, of the lips. I love that. How crazy that now we're friends and you did that. Like, that's just weird, but that's so cool. So cool. And so, you know, fast forwarding from the Burt's bees side of things, it's like, you want to think in terms of, you know, like, how can I apply these, you know, what you learned from the big brands? How do you, and bring that into your business, which is what do in the maps too. It's like, okay, like here's how we would go in to clients. I had to quickly get up to speed on the entire business model and the industry and whatever. And then business is like plug and play.
Terra Bohlmann (15:03): Like, it's we over-complicate it. I thinking it's really difficult. And for me, it's sometimes hard to be your own best client. Right. And so from a branding perspective, here's where I went wrong, where I should have hired a Tiffany. I wish I knew you back then, because I would hire you in a heartbeat. So it was like, what I had was I knew I had a travel theme, like with my brand. Right. I want it to be travel based, whatnot. So I named my mastermind, the Concorde mastermind, cause it was like, Concord is like bougie. It's like French. It's like, it goes fast. Like it's an airplane, like whatever. And so now I completely, like my main brand line is like the fast track, fast track, fast track. So I'm like, I'm at that point now where it's like, if I had worked with Tiffany and I had my umbrella clearly defined, I would know I would probably name my mastermind, the fast track mastermind. Instead of now I've got the Concorde, all the branding, all the pop-up signs, all the things, the con quarter's call themselves that. And I'm having conversations with them of like, Hey ladies, maybe later on in 2020, we may be rebranding. This, are you really tied to being a con quarter? Or could you be a fast tracker?
Tiffany Neuman (16:19): They're like, no, we're not tied to it. Like whatever you want,
Terra Bohlmann (16:22): Same type of thing. But it's now I have to go backwards. And it's like, Oh, you know, but
Tiffany Neuman (16:28): We had a surprise how often that happened though. Oh yeah. It's so, so common where I will help. Like, I just worked with a funkshway client, like amazing. And she had, she's just like, this is just feels so overwhelming because I have so many things it's branded, like it's out there, but she's like, I just never really, I never really loved it and it doesn't make sense cause I evolved and that's again the whole point of a legacy brand. So when I do, I do a lot of rebrands with people, but what I tell them is, yes, it's an investment, but the good thing is you'll know that it's for the longterm. Right. But it happens. It happens all the time, honestly. So don't
Terra Bohlmann (17:07): Okay. Well what is it? I mean, this is, I'm the girl that straight up had probably, and I did at my last live event, I did this whole thing where I showed the evolutions of all my websites. I had like six or eight of them and they just would change and whatnot. So I was very, I think I was using a rebrand as a distraction from doing the hard work around. It was a block for me like, well, I don't have to put myself out there and actually do the marketing and do the thing and whatever, if I'm doing a rebrand, like, it just was a way to keep me. It was a way to like push down fear. And once I realized that I was like, okay, like I'm totally down. I'm a hundred percent sold on a legacy brand because we can take a page from, like you said, Coca-Cola, they're a red color is probably patented.
Terra Bohlmann (17:55): And like, you know, down to the, whatever, and that's not going to change. We were talking before my husband works for Caterpillar, that cat yellow. When I worked there in college, they have like, they call it cat yellow back then. But it was like, it wasn't just a brand book. It was like binders, whole team that X's like that too crazy. It's like 200 pages teams that monitor this stuff. Right? Cause they have to protect the brand. And I say that to every one of my clients, when they do their business map, I said, your number one job is to protect the profit of your company and protect your brand. Because at the end of the day, if you want to sell or you want to legacy it down to someone else or whatever you want to do with your company, that's what people are buying. So do you think from a branding perspective when you stay consistent, it builds trust faster too.
Tiffany Neuman (18:47): A hundred percent. So I'm so glad you brought that up too, because it's, again, I don't think it like your awareness on it is huge now, but I think it happens so often where people have the cycle of rebranding. Like you said, whether it's a distraction, whether it's whatever. And typically it's because they're offering new things. And instead of just adding in that offering to the existing brand, they think they need to rebrand. And again, super common. Like I said, the brand isn't meant to be like sexy, always changing. I think people think that captures people attention, but the thing is consistency is key. And when people start seeing that, it's just like the Coca-Cola red or driving down the road and seeing, you know, Caterpillar on the side of the road or what have you, all of the brands and in the long run, once you make the investment and you do it once and it's right, it saves you so much time and energy.
Tiffany Neuman (19:36): Like if you have a team, you give them, you have a brand manual and then a brand guide. So the brand manual is all the core messaging and how that works. And then the brand guide is the visual piece. What I call the icing on the cake. So you can literally say, or if you're being featured, say on a podcast or what have you, you're like, here's my brand guide. These are the logos. These are the colors like have at it. And then it's not this just like, Oh, what do we want this to look like? Like it's just plug and play.
Terra Bohlmann (20:04): Don't worry about it. Do not pay you to be creative, have already paid for that. I pay you to execute. And cause if you hire someone like Tiffany, as your brand strategist, she'll help you create it. And then you can hire whether it's an executive assistant or some sort of marketing assistant that can just execute and rinse and repeat. So for me, I just put my, all my brand assets out on like a Google drive or I also, haven't been to Dropbox and it's like, okay, you're doing something. Here you go. Like, here's access to that. Please don't reinvent my way. Like I'm good. You know?
Tiffany Neuman (20:41): And then all of a sudden social media templates and like all of that stuff too, when it's all consistent. So if see you across the board be very consistent, then it really uplevels, the entire brand
Terra Bohlmann (20:54): Can raise your prices. Right. Tell me about your clients that once they went through a rebrand, like what happens to them?
Tiffany Neuman (21:00): Yeah. Gosh, I have a lot of examples. So what Selena Sue is always one of my favorite examples because the past couple of years I worked with her and she's, Oh, she's been amazing. She's been in business for eight years. It's up-leveled up-leveled. But even during COVID, you know, she had a massive launch of impacting millions, which is her signature program for people who are not familiar. And it was a multimillion dollar retreat. And she says, obviously there's a lot. I can't take full credit for that. But a lot of it is the past that we've put the time and energy into creating a brand. That's very cohesive, very consistent, putting yourself out there, having it be really authentic to her. And in her voice, another person would be our mutual friend, Elaine, Elaine, Lou Cortez, same type of thing. She is a, an immigrant to America.
Tiffany Neuman (21:49): She's Filipino. Her family, her legacy is really, really key to her business. And so we really focused on, you know, having, she supports women of all colors and it was also during COVID, but also as black lives matter and the messaging was so on point that she filled out her mastermind halfway before she launched. And again, she was so grateful because she's like, Oh my gosh. Like, because I was so on point and like confident in the brand, it just made everything so much easier to show up in times that are kind of scary to show up. Yeah.
Terra Bohlmann (22:23): I love that. Cause they know where she stands and whatnot. And I've seen Elaine to evolve so massively in the last year. And even with Selena, like being in this eight years, this isn't the first year she's launched impacting millions. You know, it was like when you started it, maybe had, I don't know what her very first one was, but like, you may have, you know, 10 people in it and then you launched again and then there's like 50 people in it. And then you launch it again and you just stay consistent. And like, that's how people are now having like multi-million dollar launches because they're like doing them over and over. And that was my biggest aha. Like I was like, Oh, I think at one time I had like 21 offers, which is insane. Like we know like for every offer you have to have a funnel and whatnot.
Terra Bohlmann (23:11): And so it was like when I stripped that down to one and I only focused on my mastermind for multiple years to fill that was like, okay, like that's when you really get momentum, then you can layer in like have the accelerator, the fast track accelerator. And it's like, then that is the mastermind becomes is like my high end offer the accelerators, like my signature mid, and then I have a down sell. So it's like, and that's it like, that's all you ever really need in this space. Right. Like to not over-complicate things. Oh, so cool. So when we talk about, you always talk about like conscious branding and being like conscious with that. And you know, your legacy brand we understand is this brand is going to be with you. And I'm sure part of your job is to tap into what the heck people even want for legacy anyway. And most women entrepreneurs don't sit down and do that work ahead of time, do that. And then, you know, you can layer that in and then you add this level of conscious branding. Can you explain what that means? Cause I think that's really unique and makes you really different compared to other people.
Tiffany Neuman (24:18): Well, thank you for asking. It's kind of like my, like just my labor of love work. Like I'm doing a conscious brand summit as we're recording this. And it's really important to me because if you have the legacy piece, that's like you, that's your legacy. That's giving legacy back for your family. It's like how you're teaching your children if you have kids, but then it's also the legacy is like, what are you leaving behind for the world? Especially the world we're living in right now, again, as we're recording this, it's like COVID black lives matter, like the world's on fire. And I really think it's important for us as entrepreneurs. And again, I love I'm. I consider myself a futurist. I love to predict trends and it's not in like a woo sense of like, I can predict the future. I'm not, I don't consider myself a psychic at all, but because I, I, that was a lot of what I did in the corporate too, is like, what are what's trending?
Tiffany Neuman (25:09): What's coming up next. So I got really good at like navigating that world. And the thing that I see in the corporate space that was already happening is this idea of consciousness, the Toms shoes, Burt's bees, Ben and Jerry's has been doing it for years. They're like amazing at that. But like, how are you giving back in your brand? How are you doing work for the greater good? Are you giving to charities? Who are you partnering with? Are you in alignment? And it's all based on comes back to your values too, is like, you know, really getting clear on your values, which is part of the work that I do with the first thing in the brand. And then just building your brand consciously rather than unconsciously. And my theory is that that's really trickling down from the corporate space right now into entrepreneurship and people who are not implementing and being conscious in their brands.
Tiffany Neuman (26:00): I don't want to, I don't want to put fear in people by any means, but I feel like they're kind of going to get left behind because people who do that, especially with millennials and the next generation coming up, and they are very mindful where they're spending their money, they're willing to pay a few extra dollars or just invest. If you have coach a and coach B and coach a promise use, you like, okay, we're going to get you higher price points, all these things. That's great. But if this person is doing that and also being mindful and conscious, then where are you going to put your money? And that's really what it comes down to is how are you weaving that? So that's part of in the branding process is like, yes, how does it look? What are you saying? But how are you also, you know, building this for your personal legacy for, but like, what is the legacy you want to leave behind for the greater good?
Terra Bohlmann (26:46): I love that because especially with women entrepreneurs, it may be different. You've probably worked with men and women. I, you know, and my first client, even though my website at that time was probably like pink or whatever. It was like, my first client was like was a guy I'm the business coach for women entrepreneurs. But he had all the 90% of he matched my values. He was an awesome, like he did the things like it was fantastic. And what I found was as long as the values, you're again, I'm like psychotic about core values because, and I really probably put those in, I knew my values, but I never drew the parallel that they should be part and embedded into your brand. And one of my values is trust, integrity, you know, accountability, that kind of stuff. Time is a huge thing for me. And so now when I look at my brand, I'm like, okay, I have a duty to stay consistent with branding my branding, because I want that to build trust because, and here for years, I was like changing it all the time.
Terra Bohlmann (27:48): Like, I'm like you, like, I think some of us, we just have this. It's not that I say, I'm, I'm psychic, but I have trend predictions that I can that come up for me too. And I always think by the time, like, this is my, I don't know, this is how I see it. If it's in target and the color ways and the whatever it's already on its way out. Right. I mean, and I've worked for, do you remember Spiegel catalog in Chicago? So I, I worked for them for out of college and I got to, I was a computer programmer, so it was not like, I wasn't fun, like creative and the fashion side, but I was a computer programmer and then a business analyst and I got to work with such creative people because I was one of the ones that, Oh, you're in it.
Terra Bohlmann (28:30): And you can talk to the business. Oh my gosh. So, but, so I got to experience their process and how they would have their lookbooks. That would be, they knew what, you know, the Safari theme was going to be like three years before it even came to catalog right. Or online or whatever it is now. But, and so I got to like kind of experience that, and that was exciting. And so I think that was one of the things that also kept me rebranding too, was because I would see the new thing and I would be like, before it would hit target or before it would quote unquote, be mass, it was like, I'm going to jump on that. And then you kind of see the, everyone else is doing it. And you're like, I may have did it like six months before someone else did. But now I just look like a, me to coach, you know
Tiffany Neuman (29:20): Such a good point. If I could say one thing about that quick too, is like, so the whole point of a legacy brand too is to be somewhat timeless, but you can also have, this is something from the corporate world, you have your initial umbrella brand, but you can also do campaigns. So for instance, for Selena, right now, she's running all her first live event, which unfortunately went virtual with for everything. But we have a campaign brand guide that's separate from the overarching brand. So you can have some fun and play, especially as you get larger and like do a launch with a different campaign. That's that still weaves a lot of the main brand in, but then, but you're not redoing everything. If that makes sense. I love that. Yeah. I love that you brought that up because I think that people have a hard time committing because it does feel like, Oh, I don't want to do the same thing forever. So it allows you to like weave in those things and you can like with your marketing and your ad campaigns, you can have fun and play and be ahead of the trends, but then your overarching is like really, really just staying solid. If that makes sense. Yeah.
Terra Bohlmann (30:25): And I'm sorry, I was going to ask that, like, how do you, what advice do you have for that woman entrepreneur that is always wanting to be on trend? Like, for me, it was all about the gold, the Rose gold, the glitter, you know, the script fonts and the, this and the, that. And so I moved that way and then it was like, okay, when I did the last and final rebrand, I was like, my, those pictures, like when you have a professional photo shoot, it's expensive and I'm going to be that age for 10 more years, minimum. So I'm good. But like when we went back, it was like, let's go with vintage, like classic airline colors. That's why my stuff is red, white blue with black and white. And you know, maybe that Brown leather look right. Cause it's like, that is what you would find on an airplane.
Terra Bohlmann (31:12): So it was like, and you know, so that to me is finally, I've learned from me, like, just be classic out of the gate and that saves you so much time and money, but you know, it's like, I still get that, you know, when I am going through Starbucks drive through and I see like the new Starbucks spot, you know, I'm like, that's so cool. You know, as I'm sure everyone is, you know, like Googling what's the Starbucks slot or whatever, like you said, you've now give permission. If you have a campaign, Hey, layer in like a special font for that launch rate and then always keep your base. I was going to ask that. So you, you are psychic because we were going to go down this whole point of but yeah, I mean, it's like the idea of being a, me too brand is like, it comes from, I feel like people not knowing and especially women like thinking. Cause you know, I see this all the time too. Like, have you ever gotten asked, I want a brand like Marie Forleo or I want a brand just like Oprah or whatever.
Tiffany Neuman (32:14): That's the thing is it becomes like boss, babe too was huge. And the thing about that is then you're not differentiating, you know? And so what really is, what I like to do is really get to the core of who people are. And like, that's why every brand that I do, if you look at it, I'm kind of like the kid with the cobbler's shoes. I don't even have my portfolio online. You can just check out my clients because I'm always busy working. That's one of my goals is cause I have many, like so many clients that I could feature, but every single one is completely different. And a lot of brain experts, you go to their site and they all look the same and it's yes, you like their aesthetic. That's great. But the problem with that is then you end up, like you said with me, I love that. I haven't even heard of that term, the me too brand.
Tiffany Neuman (32:58): So it really is about who you are and how it's authentic. So like Elaine, that I mentioned earlier, she's her, family's from the Philippines. And she's like, I want to put in some of my Filipino culture for her, the red, white, and blue almost looked to American cause that's also the Filipino colors. So we took it to like this red, this teal and this like orangy red. So it speaks to that Filipino vibe. It's still is very much her, but nobody else is like, has that typically. And just so it becomes very, very unique. And then the same thing too, is like you said, you have this photo shoot. You want to hold on to, like, that makes so much sense. So what I do in a rebrand also is like, look at the assets that you have. A lot of the times the rebrand doesn't have to be like completely swipe and start from scratch. It's like, let's do an audit and look at what's really, really great. Like what do you want to keep what's working? And then what can you get rid of? And then double down on the good, like what can you add to that? And then just reframe it and like what offers, like you said, what can be looked at? What can be aligned because it is, it's not like you always want to change every single piece. Sometimes people do and then sometimes it doesn't make sense to, so yeah.
Terra Bohlmann (34:06): Then there's a time and place. And like you said, like, what is your recommendation on when you should do like a brand refresh, which just might be changing some elements, maybe changing colors from like Emerald green to more of a teal or, you know, like doing like that light refresh versus a complete rebrand. I mean, you don't because the last thing you want, unless it's part of your styles, like, you don't want people to go to your website and it looks like the 1980s because it was done in the eighties. Right. So it's like, are we talking like your brand should really last you your for a decade or whatever.
Tiffany Neuman (34:40): Yeah. So in a legacy brand, what I typically like to have people do is have it be at least a five year piece. So it's like the website, but things, technology evolves so quickly too. So like I found it a virtual reality lab. That's another one of my futurism things at the college I teach at. And I think it's taking a little fall right now just because everything we're experiencing in the world, but as we recover in the next three to five years, I really see VR coming out and it's already being used. I already did it in the corporate world. Like for BP gas, we did so much VR for them. So that's coming too. So then people are going to need to change and be like, okay, now how do I use VR in my brand? It's a little early to be thinking about it, but she's
Terra Bohlmann (35:20): You heard it here. You heard it on the best track entrepreneur podcast. Tiffany said VR is coming. Yes, I have my Oculus. So I'm ready to go, like, come on. I love that. And so like I was talking about a time
Tiffany Neuman (35:32): And like things shifted. So I'm like, okay, I'm going to kind of like, slow my roll on that. Talk about conscious branding then that'll, that will come up next. But so anyways, I think a decade might be a little long just because first of all, we all age, second of all, the world shifts the technology shifts. So I think when you do that, it's really important to look and back. So like a lot of the clients that I work with, so Selena, for instance, we revisit it yearly their initial investment, you have your legacy brand and then it's like, okay, coming back, what's the theme for this year? Like, do we need to have do I have a launch? Do we need to reinvent the wheel? Like impacting millions? It's always the same product, but to make it a little bit new and different, we put a new theme around it.
Tiffany Neuman (36:15): So the first theme was like showing up like visibility. And this year it was like coming from it from a global aspect. So she's in a place where she does do a photo shoot every year. And then if you're not like myself included, like I don't want to do a photo shoot every year. It's just a lot, it's a lot, but you know, how can you repurpose what you have and then maybe just add onto it, you know, a little bit and you know, do the colors need to be shifted? Like if it is like a five or 10 year Mark, maybe the, you know, cause the big brands do that too. You've seen Coca-Cola, you've probably seen the visuals over the year of how they've like grown Levi's is a great example too. Like they are the epitome of a legacy brand they've been around for like over a hundred years I think. And they do slight shifts in their brand over the years, but it's just always kind of like timeless and classic and it's overall not going to change, but then their lines of clothing change, they have to evolve with the times they have to have new websites eventually. And the technology is there.
Terra Bohlmann (37:12): Yeah. Well they still have the five Oh ones, you know, it's like, they'll always find a cool new trendy celebrity or model or whatever. That's going to rock those five Oh one and you know, so I mean, and that's kind of that signature piece, which, you know, we all have to have in our businesses. So I love it. Oh my gosh. We could talk for hours on branding. I'm going to have you back on the podcast. We'll do a part two sometime
Tiffany Neuman (37:34): I would love to, I would love to talk about it and because it ties back into what you're doing so much too, like once people have their business map and they know what they're doing, it does make it so much easier to create a legacy brands because I just feel like it really sets a solid foundation for everything you need.
Terra Bohlmann (37:54): Amen. I was telling her earlier on, before we started recording was, you know, when we do the maps, sometimes it's like, okay, this is what we have right now. And that's okay. You know, I mean, as long as you're, don't have total a hundred percent brand shame where you're afraid to put your logo and your colors and your whatever out there, it's like, let's do this first. Then your next step would be okay. Now that you have that clarity where you've got the map, you've got the entire business model figured out. Then if you give that to someone like Tiffany, or you give that to someone who's, you know, amazing brand strategists, they're going to take it to the next level. And then you just go back and update your map. So, you know, and then once you have those things, like you truly are unstoppable because that clarity is priceless. Like, you know where you're going, you know, who's on your team. You're and like, it's just, let's go, go make the impact, go make the difference. Go become a conscious brand. Like I love that. Very cool. So as we're wrapping up two things, one, how can people find out more about you?
Tiffany Neuman (38:54): Yeah. So the easiest thing is go to my website, Tiffany neuman.com. Any you man, people always want to throw a w in there, which I don't blame them. And I'm on Facebook. I'm on Instagram. Yeah. So those are the quickest ways to find me.
Terra Bohlmann (39:10): And on Instagram, you're just at Tiffany Neuman, Tiffany new and creative Tiffany, and then N E U M a N creative goals connect with her for sure. On Instagram, I'll have a link to your website on, in the show notes. So yeah. So for people who don't know everyone who I've interviewed on the podcast, or even when I do solos, we have a corresponding webpage at terrabohlmann.Com/podcast. And you can just go to the episode number. So if this one is 42 and I don't know what it is off the top of my head, you just Terra Bohlmann.Com/Episode number and Tiffany's info will be there, her links, all that stuff. So it's a great resource and whatnot for you to go, go back to. So in wrapping up, I always ask every person that I interview on this, you know, it's called the fast track entrepreneur podcast.
Terra Bohlmann (40:04): And what is, you know, sharing your wisdom for that woman who wants to go faster. Like, you know, she works hard. She wants to get, you know, more results, whether it's make more money, make more impact, whatever their why is. And I think every woman has a different, like value of success. We're not here to tell people a million dollars makes you successful or working 10 hours a week makes you successful. Only we can define that. Right. We had aligns with our values, you know, but they want to go faster because you know, that's how a lot of women as women are as high achievers.
Tiffany Neuman (40:42): Yes. Quickstarts, that's what I meant to say.
Terra Bohlmann (40:44): Yeah. Heck yeah. We're quick starters. So what advice do you have for her on something you've learned or something you've seen with clients on how she can fast track?
Tiffany Neuman (40:55): Yeah. I think one of the things that you were talking about earlier is the simplification. I think there's so many shiny objects out there right now and age experts saying like, you got to do this first. This is the most important thing to do. And it gets really confusing and you can spend a lot of money. And then an instead of actually getting the clarity that we were just talking about actually makes you more confused and spin the wheels. And so I would say and I'm also a little bit, we will like I've been, I studied with a woman named Mary Morrissey for 10 years. Like self-development, I'm a self-development junkie. So I would just say like really sit with it and try to get distracted and really think about what does, you know, what aligns with your values? What do you really want?
Tiffany Neuman (41:39): And then what's the way to fast track that. And also everything is for me coming back to partnerships right now, I've really valued, like our relationship, other people in the mastermind we were in together. And I think there's also a shift happening with conscious brands and there's nothing wrong with like having funnels and all of this, but Facebook ads funnels like that stuff can work. But for me personally, what really comes back to is having more of a boutique business where I'm high touch with people and then people getting really getting value. So I think the more value and the more you can build up your relationships, like really authentically, that's going to be a fresh track because then you have, people will put, you know, their self behind you and you can support each other. And I think it's all about like women supporting women and how we can collaborate over competition. I think that's really, really important. I know that was more than one answer.
Terra Bohlmann (42:31): No, but it was so good and like, no one's ever answered like that. And like, and it's so true because it's like, that's the best part of, that's why I asked this question because everyone comes at it so differently and it's like, Hey, here's what I've learned. Like, you know, we can go have the most fancy Facebook ads. And we think that, you know, this and that, and you pay some ads person 10 grand a month or whatever it is. Right. It's like in that you feel like you don't have any control over it because you don't know. And we're smart women. We are smart women.
Tiffany Neuman (43:02): There's no guarantees. Right, right.
Terra Bohlmann (43:04): Versus if I can have a relationship with someone that is a true give and take, you know, like in that, like, I'll give you a client, you give me one, but just simply like, even to the appreciation of like, Hey, you know, Tiffany, I need to, you need to know so-and-so and like, Hey, you know, Terra, thanks. I always say, just send me a $5 gift card. Like I, it makes me happy, you know, that type of thing. Or if we can take it a step further and actually create like partner programs where it's like, Hey, if you think I'm a good fit for someone, let me compensate you for that. I, you know, I didn't have no problem just like in the corporate world, like 10% commission was minimum, you know, that people salespeople would get. So it's like, you know, let's make that work for us women to, you know, and I can be a beautiful thing, especially if it's like as a conscious brand. Like I, you know, I don't affiliate a ton, you know, if I refer or like recommend a product or a service that has a affiliate thing where I might get a hundred bucks or something, I just put that in a fund that I'm going to give that towards my strategic give back for the year, you know? And it helps build that pot of I can give back more. So and that feels good. So yeah. So there's a way you can do some conscious, have some consciousness in your business. Yeah.
Tiffany Neuman (44:23): Oh, that's a great example. And of course, you know, if, if, I guess if I wasn't a super conscious, I would be like, and get a brand and get business map. That's
Terra Bohlmann (44:32): How you can fast track. Authentic, real answer is like partnerships. And just feel like the online entrepreneurship, especially as is shifting right now and that's where it's going to be. And this is from two trend predictors who are not psychics, but we just know who we can see that. And I see that happening in the online world too. It's we're going to then anytime anything goes majorly one way, which has been like build an online business, have a course, sell it, then, you know, Facebook ads, it's going to shift back the other way. And at the end of the day, this is where women are going to shine because we're amazing at relationships. And, you know, just saying, get ahead of the trend. And I'm like, you, like, you know, I went through a huge launch for a partner program and it made me realize, Oh my gosh, I don't want that size of business.
Terra Bohlmann (45:23): And that many, you know, cogs in the wheels that how you say it, or like that many, you know, people that I'm keeping on payroll. And no, like I thought, Nope, I'm, I'm good with a boutique, you know, small team, very small team that is in alignment with what I asked for every morning when I wake up that I, you know, I'm grateful for all the abundance I have in my life. And I want more peace, love and joy and so good. That was like, Oh, so glad I went through that because I always thought I want the $10 million coaching business and blah, blah, blah. Nope. I don't, I'd rather like be more hands-on with my clients and smaller than, and see that and experience that transformation with them. Cause that's what I get joy out of. So, so, and I know you're the same way, which is like, I love the boutique side of you. So anyway. Okay. Well thank you so much. This was so fantastic. I'll have you back on so we can dig deeper and maybe we'll do a trend prediction for 2021. That would be fun. Oh my gosh. I know 2021 could get here faster right now. It's so interesting. I can predict some trends, but there's so many things in the world we can not never know. That'll be interesting. I love it. I love it. So thank you again, visit Tiffany Neuman with a u.com and learn more. Thanks TIFF. Yes. Thank you too. Bye bye.
Outro (46:46): And there you have it. Another jam packed episode of the fast track woman podcast, don't forget to visit Terra Bohlmann.com where you can get more business tips and strategies learn how we can work together to accelerate your business success or access this podcast. Episode show notes with a full transcript and links to resources mentioned today. And if you would do it this podcast, I invite you to leave a review so that we can help serve more women business owners to like you until next time here's to owning your time and valuing your word.
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