Episode 34
Scaling Right: The Role of Brand Messaging
Most businesses think they know why customers choose them until they realize they’ve been focusing on the wrong thing all along.
Maartje van Krieken sits down with Orly Zeewy for a sharp, no-nonsense look at brand messaging strategy and why so many businesses miss the mark. Orly shares how companies can stop marketing what they think matters and start focusing on what actually drives customer loyalty. She breaks down a case study of a business that spent decades highlighting the wrong thing, only to turn everything around with the right message.
How do you know if your messaging still works? What if your biggest selling point isn’t what you thought? In this episode, Maartje and Orly talk business scaling tips and growth marketing strategies that help brands attract the right audience, communicate their value, and build sustainable success.
Episode Breakdown:
00:00 Introduction
01:16 Difference Between an Entrepreneur and an Inventor
02:25 Rebranding a Summer Day Camp: A Case Study
05:16 The Importance of Understanding Your Business’s Core Value
07:53 Going Back to Basics Instead of Pivoting
09:02 The Secret Sauce of Longstanding Brands
10:14 Competing Where You Can Compete
12:03 The Role of Core Values in Business
16:03 The Shift from Transactional to Relational Business Models
18:14 Communicating Core Values in a Changing World
21:12 Internal Messaging and Employee Retention
23:10 Employees as Brand Ambassadors
24:46 Competing by Differentiating Yourself
Links
Connect Orly Zeewy:
https://www.linkedin.com/in/orlyzeewy/
Orly Zeewy is an author, speaker, and educator known for making the complex clear. She helps startup founders and business owners define their expertise, attract ideal clients, and scale quickly. A sought-after speaker, Orly has appeared on 30+ podcasts, including BroadBand and FemCity, and has lectured at Wharton and Drexel. Her writing has been featured in Medium, The Marketing Journal, and Smart Hustle. Her book Ready, Launch, Brand (2021) was an Amazon #1 new business release, endorsed by Seth Godin. Her next book, Why NOT Me?, arrives in 2025.
Connect with Maartje van Krieken:
https://www.thechaosgamesconsulting.com/
https://www.linkedin.com/in/maartje/
https://maartjeturnschaosaround.substack.com/
