Susan welcomes brand and vision expert Jojo Smith from CreativSAS. The conversation dives deep into the critical distinction between "brand" and "branding," emphasising that true branding goes beyond visuals to encompass values, personality, and emotional connection. Jojo shares her inspiring backstory, detailing her journey from the corporate world to becoming a successful entrepreneur, and highlights the importance of self-awareness and authenticity in building a lasting brand. The episode also explores how businesses can create a sense of belonging for their teams and clients, ultimately leading to a more sustainable and impactful brand legacy. With a mix of personal anecdotes and practical advice, Jojo's passion for branding shines through, making this episode a must-listen for anyone looking to elevate their business. KEY TAKEAWAYS Understanding Brand vs. Branding: There is a crucial distinction between a brand and branding. A brand encompasses the core values, beliefs, and personality of a business, while branding refers to the visual elements like logos, colors, and fonts. Many people mistakenly equate the two, thinking that having a logo means they have a brand. The Importance of Self-Awareness: Self-awareness is essential for business owners. Many believe they are self-aware, but statistics show that only 15% actually are. Understanding one's own values and beliefs is critical for building a strong brand and connecting with clients. Creating a Brand Experience: A successful brand must engage all five senses and evoke emotions. The experience a client has with a brand is what keeps them coming back, making it vital for businesses to create an environment that feels welcoming and authentic. A child goes into care every 15 minutes! BEST MOMENTS "So many businesses make that mistake. They dress themselves how they think they should be rather than how they could be." - Jojo "Your brand will absolutely eradicate any competition. It doesn't matter if you do exactly the same service; it's how you make them feel." - Jojo "You hear a lot of like, you know, come together and make the values as a team. Do you agree with that or does that person need to have those values?" - Susan "If you don't love yourself, how can you expect any other clients, team, suppliers to?" - Jojo HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.  Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.  She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide. USEFUL LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ https://www.tiktok.com/@beautybusinessmatters https://marketing.susanroutledge.com/beauty-and-the-best-chapters https://www.instagram.com/creativsas/ https://www.creativsas.co.uk/ This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/