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PODCAST

Brand for Good

Lorraine Schuchart

Welcome to Brand for Good, the show for purpose-driven leaders who want to build timeless brands and create sustainable impact. In other words, do well AND do good. Tune in each week to learn from Lorraine Schuchart, a disruptive brand strategist and storyteller. As an Addy Award-winning copywriter, Lorraine wrote for some of the world"s most influential brands. As an accredited public relations strategist, she created award-winning campaigns and provided counsel to multi-million dollar

business marketing

All Episodes

24:20

Episode 105: The Power of Core Values

Brand for Good ·

2024/06/11

Are you ready to unlock the true potential within yourself and your business? 🌟 In this episode of Brand for Good, I delve deep into the fundamental beliefs that drive our actions and shape our success. This episode is a must-listen for anyone looking to align their life and work with their deepest principles. Episode Highlights: Introduction to Core Values: Understand what core values are and why they matter in both personal and professional realms. Living Your Values: Learn practical

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10:29

Episode 104: How Purpose Leads Your Mission, Vision...

Brand for Good ·

2024/06/04

Your brand purpose is the unsung–and sometimes overlooked–hero of your business. When done well, brand purpose leads your mission, vision and values and guides virtually every decision you make in your organization. Unfortunately, most businesses either don’t have a brand purpose statement or don’t have the right one. In this episode, I’m sharing the Brand for Good process for creating this asset for your business so that you can attract better talent, inspire your community, and out-perfrom your

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10:49

Episode 103: Hire the Right Expert at the Right Time

Brand for Good ·

2024/05/28

Hiring an expert to consult on a specific area of your business can bring valuable insights that transform your company…but which expert does your business need and when? That is what I’m breaking down for you in this episode of Brand for Good. I believe there are 5 essential areas of your business that require expertise, and if you don’t have that expertise, you probably want to hire someone who does. This person doesn’t need to be an employee—instead, look for the best expert you can find (and

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10:59

Episode 102: Brand Work is Soul Work

Brand for Good ·

2024/05/21

In this episode, I discuss how to navigate misalignment between your business offerings and your personal aspirations. As I continue to take you behind the scenes with me while I upbrand my agency, Prosper for Purpose, I also want to share some of the deep work that is necessary during the process, especially when business changes are a driving force. If you’ve ever wanted to deconstruct your business and build something that feels fresh and exciting, you’re not alone. You are not your business. It

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21:28

Episode 101: Brand Strategy & Inspiration

Brand for Good ·

2024/05/07

Over the next few weeks, I’m taking you behind the scenes with me as I upbrand my agency, Prosper for Purpose. Follow along to get ideas that you can apply to your own business! In this episode, I am sharing some of the inspiration for my company’s upbrand. I’m also discussing some of the business decisions I’ve made about Prosper’s position in the market and a once-beloved service we’re no longer promoting. Here are two of the four decisions that are driving my strategy and inspiration: I want to

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16:11

Episode 100: Upbranding the Prosper Way

Brand for Good ·

2024/04/30

Welcome to Episode 100! Thank you for being a valued listener. Have you ever considered rebranding your company? Do you want compelling copy, a show-stopping design, and a website that you’re proud to have people visit? I certainly do. In fact, I go through the rebranding process about every three years…and guess what? This happens to be one of those years! I’m inviting you to join me over the next four or more weeks as I share my process with you right here on Brand for Good. I’ll discuss the 5

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17:40

Episode 99: Brand Aura

Brand for Good ·

2024/04/23

This episode is all about brand aura, the energy that your brand radiates—or what we might call, its glow. Brand aura also encompasses how that energy is perceived by your audience—their core reaction or feeling when experiencing it. Brand aura is about the images and feelings that a brand provokes. It calls to a consumer’s self-identity, their aspiration, and their need to belong. Join me as I discuss the auras of some of my favorite brands and share five steps you can take to glow-up the aura of

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30:49

Episode 98: Your Top Personal Branding Questions,...

Brand for Good ·

2024/04/16

What is a personal brand, and why is it important? Who needs a personal brand? How big of an audience do you need? Since founding Prosper for Purpose in 2013, I have been asked a lot of questions about personal branding. A few years ago, I started a list, and in this episode, I’m answering as many of those questions as possible. I invite you to join me and ask yourself, what is your top question about personal branding? If it isn’t answered in this episode, send an email

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07:00

Episode 97: The Number 1 Way to Cut Through the Noise

Brand for Good ·

2024/04/02

In this episode, I share how indulging in some Sunday scrolling on social media led me to the realization that many small business owners are getting really bad advice about how to market online. In particular, there are two philosophies that seem to be gaining traction. The first is that entrepreneurs should “always be selling.” As a professional communicator with more than three decades of experience, I can promise you, this philosophy will hurt any business that adapts it. The second philosophy

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36:37

Episode 96: Kindness as a Tool for Success with David...

Brand for Good ·

2024/03/26

David Gaz is an international creative director, filmmaker and photographer. He is Founder of The Bureau of Small Projects, a branding agency that leverages their relationships with Fortune 500 companies and major brands to help small businesses, startups and nonprofits make a BIG impact. In this episode, David discusses the inspiration for his agency: the critically acclaimed 2014 documentary, Kindness Is Contagious, about the benefits of being kind. The film was directed by David and narrated by

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31:16

Episode 95: Redesigning Learning & Development with...

Brand for Good ·

2024/03/19

Beth Salyers, Ph.D., is Founder and CEO of Custom Learning Atelier, an alternative learning and development company for impact-driven leaders, knowledge workers, artists and their organizations. Like Prosper for Purpose, her company is a Certified B Corporation, using business as a force for good. In this episode, I ask Beth about her role as a learning (re)designer of her field. Beth operates from a deep understanding that every experience, encounter, piece of content and structure either disrupts

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14:16

Episode 94: Business as a Force for Good

Brand for Good ·

2024/03/12

What if there were a way to measure a company’s entire social and environmental impact? Well, there is! It’s called the “B Impact Assessment,” and it’s offered by the nonprofit, B Lab. Since March is B Corp Month, I’m devoting this episode of Brand for Good to discussing the ongoing paradigm shift in the business world and how the triple bottom line philosophy of “people, planet and profit” is here to stay. I also talk about how you can take steps to use business as a force for good with or without

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09:04

Episode 93: The Power of Words to Create Worlds

Brand for Good ·

2024/03/05

If you’re a business owner or a marketer of any kind, your success depends on convincingly conveying how your product or service will improve the life of your customer. In essence, you want to show them what’s possible by creating a world in which they benefit from your product. To build a deeper connection, you should choose words that speak to the desires, aspirations and challenges of the people you’re trying to reach. That’s why, in this episode, I discuss how to create compelling stories using

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09:35

Episode 92: Elevate Your Brand Through Elevated...

Brand for Good ·

2024/02/27

We’ve all heard the phrase “your network is your net worth,” and it’s true. Your network is not just a list of names; it's a collection of opportunities, insights, and potential collaborations. Successful people understand this, and they invest time and effort in building and maintaining strong professional connections. Who talks about you matters. The more influence the people who recommend you have, the more valuable your referrals will be. In this episode, I discuss the facts behind networking

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13:06

Episode 91: Lead with Purpose

Brand for Good ·

2024/02/20

In my decades of experience working with bosses, I have come to believe that the main traits of great leaders include having a purpose beyond profit and ensuring their teams are trained, empowered and rewarded within the structure of that purpose. In this episode, I talk about how statistics indicate that businesses that prioritize purpose over profit perform better financially and attract loyal customers and employees. I also dive into how I choose to lead with purpose and how you can too. Leading

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21:57

Episode 90: 8 C’s for Effective Content

Brand for Good ·

2024/02/13

In my 30+ years of writing content for traditional and digital media, I have discovered that there is a formula for writing that attracts and retains a clearly defined audience, ultimately building brand and increasing sales. My 8 C’s for effective content form a framework that can help you write more effectively for your business. This framework will improve your blogs, podcasts, articles, and long form social media. Though short social posts are more in the copywriting realm, you can also

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12:17

Episode 89: 7 Principles of Influence

Brand for Good ·

2024/02/08

Influence is the currency of the online market. Influence is mandatory for businesses that want to build a following, grow sales, or achieve a massive impact. Influence can also help you gain media attention, get book deals, speak on stages, earn awards, and so much more. Social Psychologist Dr. Robert Cialdini identified the Seven Principles of Influence as reciprocity, consistency, social proof, authority, liking, scarcity, and unity. Join me as I talk about how each of these principles works and

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08:17

Episode 88: Brand Evolution

Brand for Good ·

2024/02/06

Welcome to the first official episode of Brand for Good, formerly known as The Prosper Project. Have you ever had the realization that you’re going through some kind of metamorphosis and that your business needs to evolve to accommodate the change? That’s what happened to me in 2023. It wasn’t sudden; it was more of a rising tide. I felt it begin as a subtle nudge and grow into a wave of certainty, leading me to a higher place of calling and service. In this episode, I’ll explain what that change

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08:37

Episode 87: Goals & Grace

Brand for Good ·

2023/12/28

On her last episode of 2023, Lorraine discusses how to navigate end-of-year pressures faced by business owners, or what she calls “opposing pulls.” She explains the concept of “granting being” - exercising grace in the face of disagreements or perceived differences and highlighting the importance of separating individuals from their actions. She also talks about how it’s often most difficult to grant grace to ourselves but why it’s important to do so. The episode concludes with an invitation to join

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37:22

Episode 86: Cancel Culture and Crisis Communications...

Brand for Good ·

2023/12/19

No business owner wants to face a crisis, but planning for one in advance will save you time and save you from missteps, should one ever come to pass. This week on The Prosper Project, meet Evan Nierman–the crisis PR guru and Founder and CEO of Red Banyan, a world-renowned PR agency that always knows exactly what to say and when to say it. With two game-changing books under his belt (one on crisis communications and the other on cancel culture), Evan has nearly 30 years of experience in navigating

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