Brand Building on Out To Lunch with Peter Ricchiuti

Line 58 Brand Strategist Geoff Coats Discusses Brand Building with Out To Lunch Host and Economist Peter Ricchiuti

Out To Lunch is a weekly radio show hosted by economist and Tulane finance professor Peter Ricchiuti from Commander's Palace in New Orleans. Photo Credit: Alison Moon

We help our clients grow their top line revenue and grow their businesses through solving complex problems.

— Geoff Coats, Line 58 Brand Strategist

The Following is an Excerpt from Out To Lunch with Peter Ricchiuti

Listen to the complete discussion from Out To Lunch

Peter: No matter how great an idea I have for a local business, or how much I think my great ideas could change the world, very little will come of my genius unless I can get the word out. Your niche seems to be in working with very cool, small business clients and giving them a hip, relevant presence, in the real world and online. Which way does the process work? Do you choose clients or can you take any business and make them look hip and relevant?

Geoff: Well, we're pretty fortunate in that at Line 58 we seem to attract really good clients. So, I would say we're really lucky in who finds us.

Peter: Who are some of the names we would see you working on?

Geoff: People here in New Orleans might know our work for Aidan Gill for Men; they might know Lakeside Camera; they might know Woodward Design+Build. We work with a lot of Architects in town.

Line 58 Brand Strategist Geoff Coats (right) with Deveney Communications President John Deveney (left). Photo Credit: Alison Moon

You can get a logo for $5 online and you can get a website for $4 a month, so there's no need to engage us for one of these projects if that's all you're interested in."

— Geoff Coats, Line 58 Owner & Lead Brand Strategist

Peter: How do you start out with a client? How do you decide what you want to highlight? Do they give you their story and then you go back and think about it? How does it work?

Geoff: In general, when people see our work, they see the end result. They see the logo, the websites, they see the print pieces or the stone monument wall or the interior of Atomic Burger, and they think that's what we got hired to do. The reality is that business owners, CEOs, CFOs come to us to solve a problem. People see the physical or the digital manifestation of the work, but really what we get hired to do is the invisible part behind it, the thinking that goes on behind it. So basically, what we do is we help our clients grow their top line revenue and grow their businesses through solving complex problems that are around this idea of business strategy, differentiation within the marketplace, and then help them with pipeline development and engaging customers. So what people see is what they think someone specifically came to us and asked for, but usually we're solving a business problem using design thinking, and then that manifests itself in an online presence, a sign, a logo, product packaging, etc.

Peter: So people don't just say, "Create a logo for me?"

Geoff: They will, and what I tell them now is that you can get a logo for five dollars online and you can get a website for four dollars a month, so there's no need to engage us for one of those projects if that's all you're interested in. The challenge is that if you spend five dollars or four dollars on your website a month, or even $3,500, a lot of people will say, "I spent this money on a website and I never saw a return on it." That's the problem, right? And so when they come to us, we're looking at the business side of it and saying, "How do we create a return on investment?" "What is the problem we're really solving?" You're asking me for a website, but I will often tell clients in the first meeting that no one has come to me yet because they have too much money in the bank and they need to figure out how to spend it. So, there's another thing going on and so through these conversations we get to the deeper question and we get to that real, "Why are we here in the first place," and it's not really about a website.

No one has come to me yet because they have too much money in the bank and they need to figure out how to spend it.

— Geoff Coats, Line 58 Brand Strategist

Line 58 Brand Strategist Geoff Coats joined John Deveney from Deveney Communications to discuss Public Relations and Brand Building with Out To Lunch Host Peter Ricchiuti.

Listen to the complete discussion from Out To Lunch


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