Suzanne Tulien on Why Branding is a Set of Perceptions | MP 47

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Suzanne Tulien on Why Branding is a Set of Perceptions | MP 47

What is the difference between your brand and your logo? Why is it important to develop your brand first before marketing? Are there ways you can gain clarity to improve your work methodology?

In this podcast episode, Sam Carvalho speaks with Suzanne Tulien about why branding is a set of perceptions.

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Meet Suzanne Tulien

As author of The 6 Myths of Small Business Branding, and author of and co-pioneer of Brand DNA; Uncover Your Organization’s Genetic Code for Competitive Advantage, and her 3rd book, Personal Brand Clarity; Identify, Define, & Align to What You Want to Be Known For, she is helping to pave the evolutionary highway for businesses to grow by conscious, strategic design, not by default! She facilitates the Brand DNA methodology (an internal brand identification, definition, and alignment process) for her clients across the U.S.

As a Brand Clarity Expert, author, and international speaker, and owner of Brand Ascension as well as award-winning graphic designer, certified trainer, and certified in accelerated learning methodologies. She served as former President of the Pikes Peak Advertising Federation and served as Vice President of Middle Market Entrepreneurs Group of Colorado Springs.

Visit her website, connect on Facebook, Twitter, and LinkedIn. Get in touch via email: [email protected]

In This Podcast


  • What is a personal brand and why is it important to a solopreneur?
  • How does the personal branding process differ from a marketing function?
  • Advice to private practice owners

What is a personal brand and why is it important to a solopreneur?

Your logo is not your brand, your logo is a visual icon that represents your brand, so the question is; what is your logo representing?

That’s where I come in and I help the client really flesh out, or I should say, assign meaning to what that visual symbol actually stands for. All a personal brand is, or even a brand, is really just a set of perceptions, and if we can, as business owners define that set of perceptions, then all of a sudden we’re in the driver’s seat. (Suzanne Tulien)

Once you have outlined your set of perceptions, you can get to the real work which is building a culture within your staff around these outlines, design the workflow environment, the customer-treatment process, and what the brand actually stands for.

Clarity is the basis for action, therefore having clarity on your brand filters into clarity and methodology of work.

How does the personal branding process differ from a marketing function?

Marketing and branding are two separate functions, and the distinction lies in the fact that you market, advertise, a brand. You are putting information out there into the marketplace about the brand.

Therefore, it is important to know what your brand is before you market it, otherwise, you could be going in circles. When you become clear on your brand, you gain authenticity and a voice about what it is that you are doing, and what services you are providing, which cuts through the clutter in marketing that is not specialized.

Advice to private practice owners

Everyone can get conscious, strategic and in the driver’s seat of their brand’s value position and it starts from the inside out. When they do this, they stop being a commodity and they begin to create real competitive advantage and can realize how unique they really are.

Sign up for the Free Brand Kick Starter Tools

Books mentioned

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Meet Sam Carvalho

Samantha Carvalho DesignSam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to

Thanks For Listening!

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