Podcast Episode Details

1736 -The Human-to-Human Business Approach with Allison Conway

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks with the Founder, Strategist & Creative Director  of Sealevel Agency, Allison Conway. Allison emphasized the importance of creating bold and human brands, even in the financial services and supply chain industries.  Allison explained that many businesses in these industries hesitate to step outside the "buttoned-up" image they believe they should portray.  However, she argues that by telling stories and humanizing their brand, they can connect with their customers on a deeper level. Allison points out that all business is human-to-human, and consumers now expect brands to reflect this in their branding. B2B marketing, in particular, is highly emotional, as clients often share their business challenges and anxieties.  When asked about resources or recommendations for those interested in making changes and diving into their communities, Alison suggested following her on LinkedIn, where she regularly posts valuable content.  Additionally, she offers a guide called "The Guinness Treatment" on her website, which provides insights on giving your business the same level of brand management as Guinness, a company known for its strong community involvement.

Key Points from the Episode:

• Importance of creating bold and human brands in traditionally "boring" industries
• Telling stories and humanizing brands to connect with customers on a deeper level
• Example of Guinness Storehouse's storytelling and community connection
• Focus on providing emotional safety in financial services industry
• Understanding the emotional needs of customers and tailoring branding accordingly
• All business is human-to-human, even in B2B marketing
• Importance of understanding and being a part of the community you serve
• Immersing yourself in the community to better understand their needs

About Allison Conway: