advice on how to build meaningful brands

March 15, 2018

21 | Spinning into purpose with Andrew Obrecht

Why you’ve got to listen to this episode:

Hear a real-life example of how a small company fueled with purpose is building a passionate tribe.

When was the last time you heard a company say they are not in the business that they are in? For example, a florist saying, they’re not in the business of delivering flowers? Well, that’s exactly what YYC cycle and YEG cycle, a spin class studio company say. In fact, they have it right on their walls, “We’re not in the business of spin classes”.

It may seem counter-intuitive or even risky for a business to say that, but they say it because they know the business they’re really in, and it’s not spin classes.

Andrew Obrecht, owner of YYC cycle and YEG cycle, tells his story of how he is creating a passionate tribe and a remarkable brand not based on what they do, spin classes, but on why they do it.

Who can benefit from listening in:

The business you’re in is never the product or service you provide, it’s the value that your customer’s get from that product or service. So, to go back to our example, if you’re a florist, you should know the business you’re really in is the business of spreading joy, it just so happens you do that with flowers. See the difference?

It may seem obvious or perhaps not businesslike but shining a light on what your real value lets your customers know what they will get from engaging with you.

Today’s episode is for any organization that is trying to connect with their audience and discover what is the true value of the work they do.

Andrew shares with us some practical advice on how to discover your true purpose and how going all out and fully embracing it can create a powerful bond with your audience.

Key takeaways from this episode:

  • Stand for something bigger than your products or services. Don’t get caught up on features and benefits when what really matters is your impact.
  • Consistency builds trust. Make sure you’re consistent in the types of experience you provide. Stay true to your values in all you do and say to ensure consistency.
  • Remember, your brand is an experience. Your audience “experiences” your brand. Make sure that experience is a positive one.
  • To create meaning and loyalty, you must first understand what the true needs and desires of your audience are and deliver on that.
  • Your audience can get the same or very similar product or service elsewhere. Why should they get it from you? If you can answer this question, you’ll be able to attract and retain your audience.

Links to resources mentioned in this episode

a branded world is a member of the Alberta Podcast Network powered by ATB

Episode supplement

Here is a compilation of YYC cycle and YEG cycle brand purpose and tribe experiences.



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