Branding with Purpose: Why Taking a Stand Matters

Episode 73

Authenticity, Polarization, and the Power of Brand Storytelling

 

About the Host: 

Jamie Shanks, Founder and CEO of Get Levrg and Pipeline Signals, is a leader in offshoring, sales enablement, and business growth. He founded Sales for Life, training 250,000+ professionals globally for companies like Microsoft and Oracle. Jamie specializes in scaling profit growth through strategic offshoring and account-based intelligence. A sought-after thought leader, he empowers businesses with actionable insights to streamline operations and drive sustainable success in competitive markets.

 

About the Guest:

With over 30 years of experience, Ruth Bay is the founder of Company X and a seasoned Brand Strategist. From creative direction to brand strategy, her expertise spans industries, helping established entrepreneurs unlock untapped potential and build brands that resonate. For Ruth, branding isn’t just aesthetics—it’s purpose, connection, and impact. She partners with visionary business owners who value innovation and strategic growth, guiding startups and established companies alike, and even preparing brands for M&A success. Not for those seeking quick fixes, Ruth thrives on depth, collaboration, and bold brand evolution.

 

Guest Info: 

Name: Ruth Bay 

Organization: Company X 

Designation: Founder 

LinkedIn: https://ca.linkedin.com/in/ruthbay 

 

Episode Summary: 

In this compelling episode of Outsource to Profits, host Jamie Shanks sits down with Ruth Bay, founder of Company X, to explore why authenticity is the foundation of successful branding. Together, they challenge the conventional approach of playing it safe, making the case for brands to take a stand—even if it means making enemies. Ruth shares how deep listening, emotional connection, and brand polarization can create a lasting impact. With real-world examples, she unpacks the balance between data-driven strategy and intuition, showing businesses how to craft brand narratives that truly connect. Whether you're a startup or an established company, this episode will transform the way you think about branding, storytelling, and business success.

Key Takeaways:

• Authenticity wins – Stand for something real.
• Polarization attracts – Bold brands gain loyal fans.
• Listen to lead – Insights come from understanding.
• Emotion drives branding – People buy with feeling.
• Intuition + data – Balance gut and strategy.
• Experience builds loyalty – Make every interaction count.
• Purpose over trends – Conviction outlasts fads.
• Branding is storytelling – More than just a logo.
• Risk fuels growth – Safe brands stay invisible.

 

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