What does it really take to build a brand that people remember, trust, and talk about?

In this episode of The Hayley Osborne Show, I’m breaking down the strategies I know that makes a high-impact brand, the kind that stands out for the right reasons and attracts dream clients like a magnet, because I’ve found, through my work, that the most successful brands to this.

I talk about the four essential pillars of high-impact branding, clarity, consistency, connection, and credibility, and how to implement them strategically in your business. Plus, I’m sharing examples of powerhouse brands (like Apple, Nike, Frank Body and Who Gives a Crap) to help you see exactly how this also applies to your brand.

If you’re ready to create more influence, more trust, and more visibility in your business, this is for you.

Let’s elevate your brand presence in a way that actually moves the needle.

SUMMARY

0:00 – Introduction & Purpose of the Episode

0:50 – What is a High Impact Brand?

2:15 – Examples of High Impact Brands: Nike & Apple

5:15 – Local High Impact Brands: Frank Body & Who Gives a Crap

7:40 – The Role of Influence and Trust

9:10 – The Four Pillars of a High Impact Brand

11:35 – Defining Your Brand & Action Steps

14:40 – Consistency and Connection in Practice

17:10 – Credibility: Social Proof & Thought Leadership

18:40 – Final Thoughts & Closing

Hayley Osborne  

And a very warm welcome back to the Hayley Osborne show my podcast. I’m glad that you are here joining me with me in your ears today, and today, I am talking with you about high impact branding, what a high impact brand is, and strategies, because strategies around high impact brand to build trust and influence your audience is essential to have a high impact brand.

And so your brand, let’s just get this started, but your brand is what people say about you when you’re not in the room, okay? And that’s a famous quote from Jeff Bezos, and it’s true. So it is either your named brand or your personal brand, or whatever that looks like, but it is the thing that people talk about when you’re not around, good or bad.

And so I want you to sort of stick with that. So what is a high impact brand? So a high impact brand is a brand that is something that is clearly defined. It is something that have has key traits, so it’s recognizable, it’s consistent, it’s trustworthy, it’s influential, and it’s more than what you sell. Okay? So it’s the feeling that your brand gives its trust and influence that you leave behind as a lasting legacy.

Now, before I started my own business, so that was almost eight years ago. Now, before I did that, I was working with the brand team. So I have sat on big brand teams, Glo for big global brands. And my background is brand strategy, and I’ve been doing this for a really long time. So recently, I just updated my profile, I guess, so to speak, because I really wanted to step into the person that I’ve always been and really shine a light on that, because I am. I’m not only a, you know, marketing and brand strategist, but I’m a business strategist.

So now I know, and we digress, because I have to give you all the details. It is business strategist plus plus health brand expert, okay? And it’s direct, it’s bold, it’s unapologetic, and it’s focused, and it’s strategic, and so they’re the things that I want to help you with as well, because I’ve been doing this for, I don’t even know how long now, really long time. I’ve been in marketing, a really long time, and I’ve seen things move and shift and realign, and I have seen over the years, high impact brands shine through, and how they do that.

So it’s more than what you sell. Okay, it’s the feeling, it’s the trust, and it’s the influence that you leave behind. That is what a high impact brand is. So if we think about what are some high impact brands that you know and love, one of them is very clear, which is Nike, right? And you think about that brand, you you think, Well, what’s that brand known for? That brand is known for empowerment. It’s known for its performance, and it’s also known for its lifestyle.

And that’s not by accident. That’s done on purpose, and it’s done through emotional storytelling. Okay, just do it, okay? It’s consistent messaging across every single platform, and it has a huge influencer and athlete credibility stack behind it, okay, which makes it a high impact brand, and they don’t just sell shoes, they sell belief in personal power, okay, so think about that. Think about what your brand and business looks like right now, and what you could do to change your narrative if you are not high impact enough so that you do become a high impact brand and you put strategies and build street cred around what that looks like for you.

Because it’s not just about that. It is about influence. It is about trust. It is about leaving a lasting legacy and an impact. That is what a high impact brand does. Now, Apple is another one, very, very different from Nike, okay, and it’s known for its simplicity, innovation and really premium feel. So if you look back through the years of the Apple logo, and I love this so much, it started off in 1976 and it was kind of like this black and white wrap thing. Wasn’t an apple. Then in 1977 it changed to the rainbow. It changed to an actual apple, and it was the color of a rainbow. And then in 1998 so almost 10 years on, the logo changed to black, okay?

And then in 2001 it changed to. Like a gray, kind of a gray shine shimmer. And then in 2007 so six years on, it had this like, kind of like metallic slash through the middle. And then in 2017 it is now what it is today. Okay, so that’s always 10 years ago. So that are they going to evolve and change some more, I’m not sure. But what impacts this brand is it’s crystal clear positioning, okay, it’s it’s ability to think differently. We all know this. It’s consistent, sleek design.

Everybody knows this. And it’s super loyal community. You know that when the next iPhone comes out, there is a long line that probably starts the day before ready to get into the store to buy it. Okay? And that is a high impact brand, and it’s been building influence and trust for years and years and years. And I think people buy Apple not just for the product, but for the identity that it gives them when they buy it. So Apple is another really high impact brand, and if we move locally, some brands I’ve thought of is Frank body, okay, so they’re known for their coffee scrubs and their cheeky personality. And this is a high impact brand.

I think it’s really authentic. It’s got a really playful brand voice, and it is thick on user generated campaigns, okay, which is hashtag the Frank effect, if you are you know, followers of Frank body. And it’s really consistent, bold packaging that stands out, that is a high impact brand, and it builds influence and trust by its cult following, okay? And by being real, by being funny, and by its user generated campaigns, means that it’s very community led. And that is a high impact brand, and it’s one of, I think, the most high impact brands Australia has that is different, that is cheeky, that kind of has thought outside the box. Another one is, who gives a crap? So toilet paper, okay? And they’re known for their eco friendly toilet paper, really bold sense of humor, their fun personality, you can see that by their packaging.

And they’re really transparent. Mission, okay, which is 50% of profits get donated. If you didn’t know that, that’s what they do, and they really have a consistent story narrative, and it’s really impact driven on what they set out to achieve. And they’re not hiding behind anything. That’s what they do. And they donate 50% of their profits, and they scream that loudly. I don’t know if you’ve seen their Christmas campaign at the moment that’s come out, and it’s got kind of the toilet rolls are wrapped in sort of semi Christmas paper. It’s very clever, and I just love that they’ve got that bold sense of humor, even with something like toilet paper.

And I feel like they have broken through a static market, all right, and so customers feel good buying toilet paper, because it’s more than just toilet paper. It is solving a problem. And they saw a gap in the market and they filled it, which is so awesome, and I love it when I see businesses do that. So think about what gaps in the market that you could fill, and what could you be known for? What What are your impact drivers inside of your business, and what are you going to do to build a high impact brand that has massive influence and trust? Okay, because high impact branding sells, but it’s not just about a logo. It’s not just about your vision or your mission.

It’s more than that. What are you known for? Okay, and everything should have a story. Okay, so next I want to talk about the role of influence and trust in branding. Okay, so influence grabs attention, okay, and trust keeps it. So there’s a formula and framework around this where influence plus trust equals that sustainable growth that everybody is looking for, okay? Because if you’re listening to me, you know that I’m not. I’m not the girl that you come to to have a quick win straight away. I am the girl that you come to to build a sustainable business, okay, and have sustainable growth.

The second part of that formula to grab attention and keep and trust is visibility, inspiration and attention, okay? That is what influence equals, and that is the second thing that you need to create to have a high impact brand, to keep it high impact, okay? Trust is your street cred, all right, your credibility, your loyalty and referrals. That’s when people trust you. When people trust you, they refer you to their friends, to their family, to their colleagues, to everyone around them. They sing your praises because they trust you.

The fourth thing is together a brand that consistently grows. OS all the time, which is the brands I’ve just sort of spoken about, Nike, Apple, Frank, body and the toilet paper. I think who gives a crap? I think that they thrive. And it feels magnetic. Everything about their world feels magnetic. Okay? And what can you do to make your brand feel the same way for the people that are following you because people aren’t following you for the sake of it, they’re following you because you’ve done something along the line that has grabbed their attention, and now you need to build trust to keep that attention.

Okay, there’s four pillars of a high impact brand, and I want to take you through that now, because it’s really important that you understand that there is so much strategy behind building a brand, and it’s not just you. Okay? So the first one is clarity, okay, who you are and what you stand for, which is important. So you have a think about, Well, who am I? What’s my business? What do I actually stand for? And if you don’t know that, it’s time to sit down and put pen to paper and do the work. The second one is consistency across all touch points.

Does you does your brand look the same across the board? Is it consistent across everywhere? Okay, and I’m not just talking about online. I’m talking about offline as well. Are you who you say you are when you show up in a room full of people that you know is a networking opportunity? Does that filter through the line? Do you sound like you talk on your website? Okay, that’s a big question. I was out, I think it was about a year ago, and somebody said to me, Wow, Hayley, you are exactly the same in real life as you appear on your website and on your socials.

And I replied, Well, that is not by accident. That’s done on purpose, because I’ve tried to make myself online exactly how my personality is and how I would help you, if you are my customer, it’s not an accident. It’s done on purpose, because I’m building a high impact brand, and I’m building strategies around that brand that are very natural to me, that grow and magnetize my audience as I go, because I want people to be bought on the journey. Okay, so are you consistent across all your touch points? That is a really important question.

The third one is connection. So when I talk about that, I’m talking about emotion. Okay, are you building some kind of emotional resonance? Do you resonate with your audience on an emotional level? And if you don’t have any kind of posts that are emotional, if you don’t have any kind of marketing that is more emotive, it’s time to add that into your world. Connection is everything, especially as we’re going into a new year, how you connect and how your audience connect with you is going to determine whether you have a high impact brand or a shit one, pretty much, okay, the last one is credibility proof, social proof. Results. Are you? Who you say you are?

Do you get your clients the results that you say that you get them, do you have that credibility and that street cred across the board on every touch point to showcase how amazing that you are? And if you don’t, it’s time to ask for it. Okay? Because if you don’t ask, you don’t get so it’s really important that you reach out to clients that you’ve worked with to ask them for a testimonial. Now, I’ve got some frameworks and things to make it easier for you to do that. Those of you that work with me know the scripts and things that we use. It’s very easy, and everyone’s got a phone these days. Everyone can record something for you or not.

They can put it in writing, but people are hesitant to do that, so I’ve got a few tips and tricks up my sleeve that make it easier for people to come back and provide you with social proof. So if you work with me, that is something that we go through, and it’s very important, because social proof is everything. If you are who you say you are, then prove it pretty much. So they’re the four pillars of a high impact brand that I think are a high impact brand. So clarity, consistency, connection and credibility. Okay, so let’s define your brand.

So do you have a brand positioning statement? So who you are and what you do? So if you don’t, I suggest you start to put that together, because that positions you as an expert in your field, and it brings clarity to your audience who are following you. Do you have a or are you aligned with your dream client? Okay, and for me, that’s your avatar. Now, I think. Think that if you haven’t done any work on this, it’s really important. I take my clients through this at the start of everything that we do, getting really clear on who your ideal client is will help you, in the long run, to be able to target them. Really important. And do you have a transformation message?

So for me, this is the maps formula that I have built and the framework so people don’t buy products or services. Guys, they buy the transformation. Okay, so be clear on what journey you deliver. So when you’re putting that together, my maps framework will help you to be able to do that. So before, where are they at? What frustration, where are they stuck and after? What success, what confidence, what freedom do they experience because of you? So my maps framework starts, maps is an acronym, and that stands for market, audience, Problem and Solution, okay?

And that becomes your transformation message that becomes your before and after so I’ve built that because time and time again, I have found that this is one of the things that my clients struggle with the most. And it’s true, because when you’re so close to your business, you can’t see it anymore. So get that down pat. These are the things that build a high impact brand. When you’re clear on these things, you will start to see a difference in how your brand is performing and resonating with your audience. Okay, consistency showing up.

Are you showing up? Are you consistent? Do you have a visual identity? Okay, that is a schmick. High Impact brand logo, fonts, colors, tone of voice, content, rhythm, socials, emails, website, you name it. Are you showing up across the platforms on all of these and if you don’t know how, that’s when you reach out and ask for help. Because if you are stuck in the same space that you are in right now, at the beginning of net, at the end of next year, this time next year, it’s time to check yourself, because you grow when and when you lean in to the work and when you have help. Okay, are you showing up? The last one is connection.

So it’s time to humanize that brand of yours. Share real moments, share lessons, share challenges, share why. Share the why behind your business, not just the what. Okay, let your values shine like the star that you are, community, care, empowerment, sustainability. What is it that humanizes your brand? People connect with people, not logos.

And it’s the narrative behind the business. When you get really clear on that, that will draw your ideal client in, but you can get clear on that, but you, if you don’t get consistent with it, it’s never going to connect. Okay? Connection happens when your audience sees themselves reflected in your brand story and in your stories. Yeah, that’s right. She gets me. I’d understand that. Cool. Yes, I’ve been there. She helps people that have been there. Wow, she’s been there too.

I understand that she gets me the best. Brands make people feel something, okay. They make them feel inspired, safe, excited, motivated, challenged, amazing. Humanizing your brand by making people feel something when they are engaging with it is one of the best things that you can do, and to be able to show that you understand your dream clients journey because you’ve been there as well. So let’s humanize that brand. The last one is credibility. So how are you going to do that? So I think you should be able to share social proof from real clients, short quotes, screenshots, stories, people believe other people’s experiences more than brand claims.

Okay, you can say you’re amazing at x, y and z, but unless you’ve got proof, how do I know that you are? I think it’s important to highlight specific outcomes. The time you saved the confidence gain, the results achieved, because these will give you everything. Case Studies and Results as well are really good. So with health brands, I think case studies is the go to okay, because results vary from person to person, and you’re actually not allowed to say that. So show the transformation in action through a case study before and after equal success story.

And it doesn’t need to be formal. It can be as simple as client X went from struggle to result with our help, okay, but it has to be in the form of a case study. And then you can back it up with statistics and facts and numbers and, you know, improvements, but Case Studies and Results are a definite form of social proof that build a high impact brand, and the last one is thought leadership and visibility. So are you consistently sharing your expertise?

And how are you doing that? Are you doing that through blogs, podcasts, master classes? Guest speaking, okay, how are you sharing your thought leadership and visibility? Because if you are not being visible, you are not building a high impact brand, because visibility or consistency equals visibility and visibility, visibility equals consistency. I’m getting tongue tied now. I think being seen as a trusted voice in your space and stepping into that person raises your authority and your credibility, and credibility grows when you can educate your audience, you can inspire them, and you can add value in a free way.

Okay, I hope this has helped a little bit, and I hope that you have learned something from me today for you to be able to build a high impact brand, and you’ve got some strategies to be able to go off and implement them, because strategic moves are everything. Influence is borrowed attention, trust is earned loyalty, and a powerful brand delivers both. Do you want me to say that again? That was good. This is a quote from me. Influence is borrowed attention, okay, trust is earned loyalty and a powerful brand delivers both both attention and loyalty.

Okay, and that’s all for today, guys, I hoped that you have loved this episode of the podcast. It’s important that you build the strategies to build influence and trust with your brand and grow in 2026 like you have never before. I’m rooting for you. I’m here for you. And send me a DM on Instagram, they are always open for me to chat with you. If you’ve loved this episode, please share it with somebody, because it helps the podcast be heard and seen by more people in the health space that actually need a hand. I love you guys, and I will see you next week for another episode of The Hayley Osborne show.