Page 123 - Midas Touch

entrepreneur are you? You may want to ask yourself this question now,
because it matters more than you think in your quest for success.

Kathy Heasley, a brand-development entrepreneur, worked with Robert in
writing his sections in this book. Kathy’s business, Heasley & Partners,
works with new and established entrepreneurs and entrepreneurial

companies and shows them how to grow their businesses into brands.
Through more than 20 years of guiding entrepreneurs, she has created
what she calls Heart & Mind® Branding, her company’s own proprietary
method of building a brand. Through this process, companies learn how to
infuse heart—the higher purpose, the spirit, the soul of the company—into
everything it communicates and does. This branding extends beyond

marketing and communications and infuses the entire company.

One of her numerous success stories is working with Doug Ducey, an
entrepreneur and the driving force behind the success of Cold Stone
Creamery, which today is an international ice cream brand.

In 1999 when Kathy first took on Cold Stone Creamery as a client, Cold
Stone was a startup ice cream franchise with about 12 employees, 35
stores, and a few million dollars in gross revenue. By the time Cold Stone
was acquired less than ten years later, the business had grown to more than

1,400 stores and more than half a billion dollars in gross revenue.

Kathy has these thoughts about entrepreneurs, business, and branding:
“People often think a brand is a logo. They think it’s an advertising
campaign or sales promotion. It is none of those things. A brand is two
words: the ‘Promise’ you telegraph, and the ‘Experience’ you deliver. A
brand is founded on what the entrepreneur stands for. When people see

your brand, hear your name, or use your products, those symbols and
experiences should trigger in them what you stand for. I’ll take it one step
further. You, your name, your products, and your service should trigger
both an emotional response and an intellectual response in your customer.
Heart & Mind Branding is founded on the fact that we all buy with our
hearts and justify with our minds. In other words, a brand must be

emotional first, logical second.”

Questions to Ask Yourself