Welcome to “Model Champions,” the place we dive deep into the artwork and science of constructing unforgettable manufacturers. Be part of us on Promoting Champions TV as branding gurus share their secrets and techniques to creating model loyalty and driving influence. Uncover the methods behind iconic model tales and learn to stand out in a aggressive market. In the present day our hosts, Howard Walpoff and Janine Hogan spoke with Chelsea Burns.
Chelsea Burns
Founder + CEO at The Advertising and marketing Psychologist
Web site Handle: https://www.the-marketing-psychologist.com/
Brief firm description:
The Advertising and marketing Psychologist
helps companies develop with out manipulation, utilizing utilized psychology to construct moral manufacturers rooted in belief, worth, and belonging. Based by Chelsea Burns, M.S., the corporate guides purpose-driven leaders to align their model technique with human habits, beginning with Worth Aspiration Identification — a course of that finds the emotional intersection between what a enterprise provides and what its viewers actually seeks. Every thing is constructed on the BELONG Framework and a perception that AI is a smooth ability — finest used to reinforce human connection, not change it. The mission is easy: recenter enterprise round humanity.
How do you assist a model keep consistency throughout a number of channels and platforms?
Consistency isn’t about repeating the identical message in every single place — it’s about emotionally resonant alignment. I begin by figuring out the model’s Worth Aspiration, then create moral messaging pointers that mirror wholesome human relationships — together with tone, boundaries, values, and emotional triggers to keep away from. From there, I exploit a channel-specific technique to adapt messaging with out diluting which means, typically aided by AI as a smooth ability to personalize content material at scale whereas staying true to the model’s core.
Are you able to share a rebranding venture that taught you beneficial classes about model id?
Whereas main advertising and marketing for a industrial actual property firm, I oversaw the rebrand of one of many largest company campuses within the U.S. The property had many years of fairness underneath its former identify, and shifting that required greater than a brand new brand — it required reshaping emotional associations. We ran intensive surveys, focus teams, and in-depth interviews to develop a reputation and model story that mirrored its new objective. Regardless of that effort, the media and area people continued utilizing the previous identify. It was a robust lesson: rebranding is neurological as a lot as it’s strategic. Rewiring recognition takes time — and that point have to be baked into the plan from the beginning.
What methods do you utilize to construct and keep model loyalty in a aggressive market?
Model loyalty begins with belief, not ways. I educate manufacturers to behave like emotionally clever people — utilizing reciprocity, psychological security, and constant worth expression. By my BELONG Framework, we create experiences that reinforce id, belonging, and emotional resonance over time. As an alternative of specializing in short-term retention gimmicks, I assist manufacturers construct relationships — rooted in values — that prospects genuinely wish to keep in.
What’s your strategy to navigating a model disaster and rebuilding belief with audiences?
Crises reveal whether or not a model’s relationship with its viewers was constructed on authenticity or efficiency. My strategy facilities on radical honesty, human accountability, and trauma-informed communication — three issues most model playbooks ignore. I information groups to rebuild belief the identical approach we’d restore a relationship: by way of listening, validating, altering habits, and exhibiting up persistently. Belief isn’t earned by spinning a story — it’s rebuilt by aligning your model’s habits with its values, time and again.
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