Crystallize a Brand Identity Your Fans Can Articulate | with Theresa Rose
Episode 23:
Can you draw your big idea or mission on a napkin?
You’ve probably described a time when an “idea takes shape” as you formulate something new. Some (lucky) people can clearly see the shape of ideas as they build or listen to them. The rest of us may need to have this unlocked to see the magic that happens when ideas are crystallized in a simply elegant visual.
I enjoyed interviewing Theresa Rose, a renowned brand and business crystallizer who shed light on the power of connection and co-creation in building a fan base. Ever since we spoke, I’ve continued tinker with the Brand to Fan model of Actionable Affinity and how it needs to be communicated visually. It’s still a work in progress, but I like the challenge of simplifying this complex model to be drawn on a napkin (or illustrated in my gestures from the stage).
If you’re ready to simplify and crystallize your big idea, keep reading (or listening) to this fabulous episode with Theresa Rose.
Early Fandom: A Journey into Comedy and Dance
Early in the conversation with Theresa Rose, we uncovered the roots of her fascination with performance and community. As a young starry-eyed fan, she wasn't content just watching from the sidelines. Inspired by the legendary Carol Burnett and Lucille Ball, she yearned to be part of the show. Rose's journey into comedy and dance laid the groundwork for her belief in the power of co-creation, where every community member gets to be in the spotlight.
Brands and Fans: A Symphony of Co-Creation
Theresa’s insights reveal that the connection between brands and fans goes beyond mere consumerism; it's about the magical co-creation of experiences. Twitter serves as a cautionary tale—a platform where an absence of community understanding can derail even the most promising brand. She underscores that fans are the lifeblood of an experience, pouring forth love and drawing others into the rich tapestry of fandom. And it's not just the brand or its leader who crafts the invitation; anyone in the community can wield this power, provided it's fueled by love and authenticity, much like the fervent "Swifties" in Taylor Swift's universe.
Visual Models: The Keys to Brand Clarity
In Theresa’s world, visual models act as the linchpin of brand identity. They crystallize a brand's core elements and values, transforming vague followers into ardent fans. Shapes like circles, triangles, and squares aren't just geometric symbols; they're powerful tools to illustrate and embed the brand model in the audience's psyche. Whether it's the soulful depth of a circle, the progressive journey of a triangle, or the organized precision of a square, these shapes become the visual anchors that make a brand unforgettable. Her message is clear: understanding is the bridge to fandom, and visual clarity is the key to crossing it.
The Guest: Theresa Rose
Theresa Rose is a Brand and Business Crystallizer, Strategic Co-Creator, and Certified Speaking Professional who works with experts and their businesses to create one-of-a-kind visual brands they can draw on a cocktail napkin. Using her Crystallization Process, Theresa helps thought leaders Clarify, Amplify, and Monetize their Brilliance as efficiently -- and lucratively -- as possible.
Theresa is offering Brand to Fan Show listeners complimentary access to my 10-part video mini-course called The Crystallization Process: 10 Steps to Clarify, Amplify, and Monetize Your Brand and Business. Find it at TheresaRose.com/clear
WHERE TO FIND theresa:
TL;DL (too long; didn’t listen)
My key takeaways from Episode 23 with Theresa Rose
Teresa and I initially talked about her early fandom of comedy and dance, how she was inspired by female leads like Carol Burnett and Lucille ball, and how that inspired her to pursue co-creation and all she does. We talked about how the connection between brands and fans allows for co-creating a bigger experience than they can achieve on their own.
Twitter is an example of how when someone who comes in doesn't understand that co-creation and collaboration can actually be a detriment to the fans, it can flame out what is a magical and adored brand.
Fans give attention to the experience, and when they do that, they pour forth love, which attracts others into that community, which I call invitations. Anyone can share those invitations from the community, whether they're just at the beginning of their fandom journey or a true, identifying community member.
Love and authenticity from the “Swifties” complement and support the authenticity of what Taylor Swift is all about. You know her fans are co-creating these invitations in tiny moments as she toured across the country this past summer.
Visual models lock in these consistent key elements of a brand, unlocking someone's understanding of your message and values when someone likes but doesn't understand. They're only a follower, but when they have the clarification of who you are and what you're about, they can literally draw it on the back of the napkin for you. Those are your fans.
Lastly, we discussed how shapes like circles, triangles, and squares help imprint that in our minds. And so from now on, thinking about how to simplify and then illustrate what your brand does allows you to tell that story in a way that creates more invitations and, ultimately fans.
In this Episode (Time Stamps):
00:00:31 Welcome to the show, Theresa Rose.
00:03:09 Comedy and dance shaped her career path.
00:06:15 Inspiration from female leads, teamwork, co-creation. LEGO is a brand that empowers brand ownership.
00:11:04 Co-creation and collaboration with stakeholders is key to success.
00:15:30 Connecting, love, purpose, simplicity, impact, community, empowerment
00:22:03 Visual framework clarifies, amplifies, and monetizes your brand.
00:26:25 Brand connection through fan invitation builds identity.
00:28:23 Concise brand analysis, appreciate process and model development.
00:31:56 Ideas take form in shapes: triangles, circles, squares.
00:35:11 Shapes are important visuals for conveying messages. Pictures are more impactful than words. Use simple and meaningful visuals to convey information. Avoid confusion and dilution of the point.
00:40:38 Regretful decision to get rid of MTV guest appearance memorabilia.
WHAT IS YOUR FAVORITE FANWEAR ITEM?
Well, I did get rid of it and I'm heartbroken and it was a really bad choice. It was a terrible, terrible choice. And I was on MTV's Remote control when I was 19 years old, 18 years old. I was a freshman in the University of Southern California and it was a show, a game show that you sat in barca Loungers. There were three people, three students, college students, and you answered questions about TV and I was on that show and didn't win. But it was an incredible experience and it was just one of those freaky, weird things that I always loved to tell my MTV Remote control story of how I got on. And it's delightful and charming and I had a really fun time. But somewhere along the line, I guess it's just it got too old. Frankly. It got kind of sad. At some point during this last move that I just made, I looked at that sad remote control sweatshirt from 30 years ago and just went, I think maybe it's time to let someone else enjoy it. But I'm sad about it. I should have kept it.
Show Credits
Brand to Fan Show is produced by Teague FC and supported by FanWagn
Audio production by Bryan Griggs / Griggs Production
Producers: Kimberly Voorhis and Carrie Hellbusch
Video Editing by Garrett Teague
AI assistance from Pictory.AI and CastMagic
And I’m your host, Lauren Teague.