In this episode of the Grown Up Business Podcast, Paul Avins interviews Barnaby Wynter, a renowned marketer and brand strategist. They discuss the importance of marketing in today's business landscape and how it has evolved over the years. They also delve into the concept of personal branding and its role in business growth.

Barnaby shares insights on creating a value proposition and defining the behavioural style, benefits, beliefs, and what you want to be famous for in your business. He emphasises the need to understand your target market and build relationships based on trust and resonance.

In this conversation, Paul Avins and Barnaby Winter discuss the importance of branding and marketing in building a successful business. They explore topics such as the value of brand on a balance sheet, the impact of AI on marketing, and the role of automation and augmentation in business. They emphasise the need for clear strategy, a strong value proposition, and the importance of building relationships with customers. The conversation provides valuable insights for entrepreneurs looking to scale their businesses and create a go-to brand.

Ket Takeaways

• Marketing is now the lead discipline in businesses, focusing on bringing the buyer into the boardroom.
• A brand is every experience that affects the relationship between a product or service and its buyer.
• Personal branding is important for individuals who are the face of their business, but it should not be the core of the value proposition.
• A value proposition consists of defining the behavioural style, benefits, beliefs, and what you want to be famous for in your business.
• Understanding your target market's attitudes, thoughts, and experiences is crucial for effective marketing.
• Building relationships based on trust and resonance is key to successful marketing and business growth. Branding has value on a balance sheet and is an important asset when selling a business.
• AI is becoming essential in marketing and can be used for tasks such as copywriting, creative development, image creation, and CRM.
• Automation and augmentation are two strategies for using AI in business, with augmentation being the more valuable approach.
• A strong value proposition and clear strategy are essential for successful branding and marketing.
• Building relationships with customers is crucial for creating a go-to brand and attracting loyal customers.

Chapters

00:00 Introduction to Barnaby Winter

02:04 The Evolution of Marketing and its Importance in Business

08:09 Defining Your Value Proposition: Behavioural Style, Benefits, Beliefs, and Fame

13:53 The Role of Personal Branding in Business Growth

20:03 Understanding Your Target Market for Effective Marketing

25:29 Building Relationships Based on Trust and Resonance

32:34 The Value of Branding on a Balance Sheet

49:38 The Impact of AI on Marketing

53:09 Automation vs. Augmentation in Business

01:00:06 The Importance of a Strong Value Proposition

01:03:21 Building Relationships with Customers for a Go-To Brand