Ed Roach Chats About Branding


Click Play to Listen To Interview


I invited  Ed Roach to be a guest here at the podcast to discuss all things branding. I had some very specific questions that I thought would really help you if with your branding efforts.

We discussed many things and to start I wanted to know what was the ONE thing we needed to remember about branding  — plus we talk about branding mistakes people make and you get to listen in when Ed answers my question about what he thinks is the “brand” here at Small Business Branding.

I think it will surprise you to know that branding is all about perception, what people think of YOU and your company.

Questions Asked On The Call:

1) What are the biggest mistakes you see people making with their branding efforts?

2) What is ONE thing we all should remember about branding?

3) What are the key aspects of branding?

4) How would you explain your brand at The Branding Experts? how would you explain my brand at Small Business Branding?

5) Truly what is the importance of a brand?

6) Why do you think people have a hard getting the fact that they need to brand?

7) any last thoughts?

Here is Ed’s Bio:

For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I’ve had the pleasure of being interviewed in all media regarding branding small business, most recently in “America’s Best” magazine and the “Christian Radio & Music Industry” trade magazine. I am available for speaking engagements and I have authored “The Reluctant Salesperson“, an Introvert’s Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. You can also reach me at my blog here.  I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year.


  1. Branding and the impact of the brand’s identity to its target market is very important. But it’s overlooked by most online businesses today, for the fact that they are shooting to rank highly with their target keywords instead. That’s why I admire facebook, twitter, digg, stumbleupon and the rest of the social media sites that’s still within that emerging industry for sticking with their brand name and getting patronized more and more each month. It’s really hard to sell a brand these days because of the competition in the market. That’s why I do agree with the points you have discussed, questions that can help give appropriate solutions in building a brand.

  2. Jason,

    Increasing competition is the very reason why you MUST strive to differentiate from them. Otherwise you are buried in a sea of sameness. If your positioning is unique it reduces your competition and in some cases eliminates it. That should be your goal. This should be your strategy on and off line. And then be sure your brand is consistent across all channels.

    Thank you for having a listen and taking the time to comment.

    All the best,


  3. Now a days for staying in market is being very difficult. Everywhere competition is taking place so for renaming at same position and for increase our business we have to follow some idea or tricks for that. This questions which was frequently asked by many people for managing their brand will helpful me to manage my brand very creatively.

  4. Thank you for your comment Anthony.

    I’m sorry to respond so late as I was distracted by a tornado hitting our property last Sunday, no injuries but lots of damage.

  5. I hope you will over come the disastrous damage by the tornado.

    There are different kinds of aspects for branding,in my view few things you must have for your branding.

    1) A healthy logo for representation.
    2) you must know the challenges of start-up
    3) And off course a good name

  6. i feel extremely sorry about your loss .. hope you will recover it soon …

  7. Franklin, I like your #3 because it speaks directly to your reputation which is the basis of any great relationship. The other two are fine supports.

    Thank you Mecan, recovery is slow but at least moving. Insurance certainly drags to be sure.