#034: You’re Not Just a Store: You’re a Brand with Sue Kirchner

2025-06-16

In this episode, branding expert Sue Kirchner, owner of Brand Strong Marketing, joins host Cathy to share a fundamental truth: "Your brand isn't what you say it is; it's what they say it is." Discover why a brand is more than just a logo, how it's perceived by customers, and the common mistakes businesses often make. Gain actionable tips to differentiate your business and create memorable experiences that foster customer loyalty. What You’ll Learn in This Episode: How to brand well: Know your customer better than they know themselves.

In this episode, branding expert Sue Kirchner, owner of Brand Strong Marketing, joins host Cathy to share a fundamental truth:

"Your brand isn't what you say it is; it's what they say it is."

Discover why a brand is more than just a logo, how it's perceived by customers, and the common mistakes businesses often make. Gain actionable tips to differentiate your business and create memorable experiences that foster customer loyalty.

What You’ll Learn in This Episode:

How to brand well: Know your customer better than they know themselves.
When to evolve: Keep talking to your customers, your brand should grow with them.
Why identity matters: Strong brands create loyal customers.

Key Takeaways:

[07:01] The Components of Brand Experience
[15:44] Common Branding Mistakes
[22:18] The Role of AI in Branding
[28:16] Building a Strong Brand Identity

Key Takeaways:

Check out Sue’s social media accounts: LinkedIn | YouTube | Instagram | Pinterest and her website.
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You’re not building just any store, you’re creating an experience, a legacy, a life that’s richer in every way. Let’s make sure the business side supports that vision. Apply for your free Gameplan Call and we’ll talk through what’s working, what’s not, and your most profitable next move.
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Millie Moment:

Take 15 minutes this week to ask 3 loyal customers: “What three words come to mind when you think of my store?”
Use their answers to start shaping (or reshaping) how your brand is truly perceived and where it can grow.

Connect with ambitious store owners in the Richer Retailer Facebook Group.

Share this episode with a fellow store owner and help them tackle cash flow challenges!

💚 Remember: You’re not just running a store you’re building something that matters. Your brand is the love, passion, and purpose you pour into every interaction. Keep showing up with heart. Your customers feel it and they’ll keep coming back because of it.

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