Backroom - Your Brand is a Vehicle to Fulfill Your Legacy
The Story of a Brand Show
Ramon Vela
4.9 • 147 Ratings
🗓️ 22 June 2023
⏱️ 62 minutes
🧾️ Download transcript
Summary
This episode is brought to you by Sendlane.
Kara says, "We don't work with a type of company, we work with a type of person… The ones who want to grow on a revenue level, but the growth in the revenue is more of a means to an end, which is to have impact, create something, change something, improve something. Their business is a vehicle for them to fulfill a legacy or a destiny in their lives."
Today, we interview Kara Redman, Founder & CEO of Backroom. Backroom is a brand strategy and performance marketing agency.
They've helped both startup and global clients reposition, 3x growth, launch, exit, raise up to $9M in funding, build measurable brand equity, merge, acquire, and exit.
We discussed:
* What she's grateful for
* The finite nature of life (we get existential on this topic)
* Overview and origin of Backroom
* The foundational branding elements that every brand should do
* Building community and why it's so hard
* Insights and advice for brands owners and founders
* What kinds of companies or individuals does Backroom work with?
* How they work with brands
* Are the needs of larger brands different from small or midsize brands
* Last words (this is deep)
* And so much more…
Join Ramon Vela and Kara Redman as we break down the inside story of Backroom on The Story of a Brand.
For more on Backroom, visit: https://www.backroom.io/
Subscribe and listen to the podcast on all major apps. Simply search for "The Story of a Brand" on your favorite podcast player.
*
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Transcript
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| 0:00.0 | I think the theme of our conversation today, remote, is like fear-based or abundance-based, right? |
| 0:05.5 | There's the scarcity mindset of, oh, we've got to go do sales. We've got to move product immediately |
| 0:09.9 | at whatever cost. And then there's the, what resources have we not tapped into? What do we have |
| 0:15.9 | available to us that we can amplify? What can we use to do something new, creative, better than before. |
| 0:22.0 | And so instead of, let's just move product for the sake of moving products, and I'm not |
| 0:26.7 | shaming sales or buy one, get ones. There's a time and a place and it can be incredibly |
| 0:30.9 | effective, right? But if it's the ripcord, when you're scared, what's the community that |
| 0:37.4 | you've built? And this is where that brand lead comes in. If you're doing it right when you're scared, what's the community that you've built? |
| 0:37.8 | And this is where that brand lead comes in. |
| 0:39.3 | If you're doing it right, you're building a community of ideal customers, people who are so |
| 0:44.5 | excited about you. |
| 0:45.2 | They talk about you. |
| 0:45.9 | They post your product on their Instagram. |
| 0:47.7 | They're sharing it with their friends. |
| 0:48.8 | They can't live without it. |
| 0:49.7 | They're mad when it's out of stock. |
| 0:51.1 | Those are the ones that are your community, and can you leverage that |
| 0:54.5 | community when you're having a rough time? |
| 1:09.2 | This is the story of a brand, a podcast that helps people learn the story behind their favorite consumer products. |
| 1:14.1 | I'm Ramon Vela, and I believe that people want to know more about the brands and products they purchase. |
| 1:19.7 | So each week, I interview the founder of a consumer brand, unpack their story, their products, their mission, |
| 1:25.2 | so you can decide which products are worth buying and which |
... |
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