How Focusing On Your Right-Fit Client Grows Your Business Outsource To Profits podcast

How Focusing on Your Right-Fit Client Grows Your Business

1M ago 14:25

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Episode 92

Brand Differentiation - Sales Strategy - Positioning

About the Host:

Jamie Shanks is the Founder and CEO of Get Levrg and Pipeline Signals. After training over 250,000 professionals worldwide, Jamie now spends his time helping business owners grow profitably through people, by building systems, teams, and leadership rooted in values, not ego.

LinkedIn: https://www.linkedin.com/in/jamestshanks/

About the Guest:

Jerry Gennaria is the President and CEO of TOKY, a branding and strategic communications firm, where he brings nearly 30 years of experience in design, marketing, and brand strategy. With a background spanning art direction, UX research, and market positioning, Jerry specializes in helping organizations simplify complex ideas through strategic planning, messaging, and customer experience. A passionate presenter, mentor, and researcher, he works closely with clients across A/E/C and professional services industries. Outside of work, Jerry is a fine art and travel photographer, a commissioner with the Regional Arts Commission of St. Louis, and a lifelong collector of vintage tech and Atomic Age design.

LinkedIn - https://www.linkedin.com/in/gennaria/

Episode Summary:

In this episode of Outsource to Profits, host Jamie sits down with Jerry John Area, CEO of branding firm Toki, to unpack one of the most misunderstood topics in business: brand differentiation.

Jerry shares hard-won insights from working with hundreds of professional service firms, revealing why most businesses sound exactly alike, and how that’s costing them leads, conversions, and trust. Together, they explore the three levers that drive sales (volume, velocity, and probability) and why finding your “brand truth” is the key to unlocking all three.

What You'll Walk Away With:

Real differentiation starts with a bold point of view, not empty claims.
Specialists win faster because they speak directly to the right audience.
If your messaging sounds like everyone else’s, you’ve already lost.
Sales grow when you optimize for conversion and clarity, not just volume.
Your brand truth is the story only you can tell; find it and own it.

99 episodes