About this episode

Hilary Laffer and Amy Swift Crosby discuss the true essence of branding and common mistakes business owners make.

Hilary Laffer and Amy Swift Crosby have worked together as brand strategists since 2005. Together (and separately) they have helped hundreds (thousands?) of businesses and founders distill and articulate their mission, vision and positioning, in industries ranging from consumer products, hospitality, restaurant, retail, beauty, wellness, education and real estate – as well as product and service companies who are solely B to B. Hilary is the principal of Part & Parcel, a full-service creative agency based in Los Angeles. Amy is a copy writer and strategist who divides her time between Los Angeles and an undisclosed seaside village in Massachusetts. Here's what you'll learn: What Branding Actually Is (And Isn't) Why branding is not just logos, colors, or taglines. The concept of "it's giving…" - your brand is the feeling people get from every interaction. How small details (website, phone calls, environment, communication) shape perception. The "Net Effect" of Your Brand How customers make decisions based on a cumulative gut feeling, not one single factor. Why inconsistent messaging creates doubt—even if your service is excellent. Real-world examples of brands losing trust due to…

People in this episode

Host: Justin Krane

Guests: Hilary Laffer, Amy Swift Crosby

Topics covered

• branding
• business strategy
• customer perception
• marketing mistakes
• brand messaging

Keywords

• branding
• customer experience
• marketing strategy
• business growth
• brand perception

Mentioned in this episode

Organizations: Part & Parcel

Places: Los Angeles, Massachusetts

More episodes of Money. You Got This.

• How to Onboard, Offboard & Manage Employees the Right Way with Sandra Lepson, Esq. · December 11, 2025 · 32 min
• Scaling a Service Business: Hiring, Cash Flow, and Client Retention with Paul Tennen · December 9, 2025 · 37 min
• Protecting Your Brand Identity with Omid Khalifeh · October 8, 2025 · 36 min
• Passive Investing and Alternative Investments with Bronson Hill · July 23, 2025 · 24 min
• Transform Your Leadership Style and Team with Sherry Stewart Deutschmann · June 17, 2025 · 32 min
• Optimizing Brain Health and Performance with Dr. Kristen Willeumier · April 22, 2025 · 1h 1m

Explore listener stats, chart rankings, contacts and more on the Money. You Got This. podcast page.