The Essentials of Brand Building ft. Gabby Etrog Cohen

Hey everyone, I’m really happy I got the opportunity to catch up with Gabby Cohen on the pod. Gabby is a brand builder through and through. With an impressive resume that includes SoulCycle (where we met!), RentTheRunway and now Harry’s, Gabby knows the important role marketing plays in the growth of a brand. On this episode we spoke all about how she got her start in the industry and the importance of pivoting. 

I like to say to clients that good marketing should feel like hospitality. If you’ve ever been to SoulCycle you know that from the moment you’re greeted at the front desk, you feel like you’re about to have a lux experience. Gabby, who got her start in hotel marketing, wove this into the experience at SoulCycle. Here are some key takeaways:

“Customer experience and hospitality go hand in hand with marketing”

Unless you create an experience that leaves your customers wanting to tell their friends about it, you’re failing as a marketer. Gabby refers to this as the “stickiness that gets people to stay”. Are your customers greeted each and every time? Do you take the opportunity to learn things about your customers preferences? 

“Our greatest accomplishments can come from really challenging times”

SoulCycle’s #YourSoulMatters came from needing to address trending customer issues and provide a higher quality forum for their feedback. Don’t be afraid to take the challenges you’re presented with and spin them in a way that adds value to the customer experience.  As Gabby says, “focus on being open, honest and direct but also move fast”.

“You can only do great work when you create deep relationships” 

Gabby and I have both read the book, “Radical Candor” and community and relationship go hand in hand in the growth of your business. You can have a great product but unless you’re thoughtful about the way you communicate with your audience, you’ll ultimately fail to create deep, meaningful relationships with your customers. 

“Understand “the why” of why people come to you”

It’s one thing for you to know why you created something but it’s another to know and understand why your customers want to keep coming back. You can learn so much by asking questions and building on what your clients believe makes your brand special. 

I hope you enjoyed this conversation as much as I did! If you’re curious how to market your fitness business, or how to build a community around your health and wellness brand, learn more about our group marketing coaching by clicking here!