Consistently outperforming the competition is a real feat. In this episode, Stephanie Ciccarelli, Co-Founder and Chief Brand Officer for, shares how she used the power of re-branding to do just that. In the interview with Matt Sharrers, CEO of SBI, Stephanie demonstrates how to create an inspiring brand that tells a strategic story.


But first — why this topic?


Competitors make the same claims and promises as you. They’re even using the same words. Therefore, brands built on “who you are” and “what you do” do not drive above average revenue growth. Instead, a brand impacts revenue growth when it gets activated by the sales force and becomes uniquely relevant to customers and prospects.


Matt and Stephanie leverage the How to Make Your Number . Turn to the Marketing Strategy section and flip to the Brand Strategy & Planning phase.


 Segment 1: The Importance of Your Brand

  • Why brand is so important. minute 3:05 
  • Connecting brand to revenue growth. minute 4:09 
  • Brand auditing and its results. minute 7:15
  • Brand audience and what the brand does for them. minute 9:00


Skip to minute 3:18 to hear Stephanie discuss the importance of brand:


“The brand is really the essence and the heart of any company So when you think about a brand it will cause you to feel different emotions, you’ll have memories tied to it. It involves the product and the services yes, but ultimately, at the core, it’s about what you perceive that company to be and who they are to you…” 


Segment 2: Does Your Brand Return on Its Promises?

  • Brand promise and guarantee. minute 11:08 
  • A 360-degree picture of the world your brand lives and acts in. minute 12:27
  • The functional essence vs. the emotional essence of the brand. minute 14:17 


Listen to minute 15:39 to listen to Stephanie’s definition of the functional vs. emotional role of the brand


“The functional aspect of the brand is that it feels like something our customers need. It adds value to their day. It streamlines their work and their life in a lot of ways. On the emotional side, we help to fulfill dreams. I say that because clients or advertising agencies who come to our website to post a job they have this story that they want to tell. In that story is a message that needs to reach people. At the end of the day everyone is telling a story…” 


For help creating a product that will strengthen your company’s brand, check out the Q2 Research Report on New Product Launch.


Segment 3: Standing Out From Your Competition

  • Differentiating your brand from your competition. minute 20:11
  • Inspiring the sales force to share brand relevance, differentiation, and the brand story. minute 23:16
  • Getting your entire company to live the brand. minute 25:08 


Skip to minute 20:19 when Stephanie details how the brand stands out from the competition:


“ has always been a company that has focused on the customer. I think that in a world of online business it can be challenging to make yourself human, to stand out as someone who cares about somebody, to have empathy and to really show that you are passionate about their success. …”


Want to learn more about how artificial intelligence (AI) can be used in sales and marketing? The AI Growth Summit from, is a select gathering of sales marketing professionals, debuts on June 20. The summit will cover practical advice from over 30 top leaders on how to drive business results with machine learning technology.


Register for the AI Growth Summit here…


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Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.


Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.


Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.



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