Scaling New Heights: Leadership at the Next Level3 Nov 2025

Building Your Brand Mindset with Giles Etherington

In this episode of Scaling New Heights Leadership, host Nick Sellers both celebrates the milestone of the 51st episode and speaks with brand expert Giles Etherington.

They dive deep into the core concept of brand versus branding, underscoring the crucial distinction between the visual elements and the emotional connection customers have with favoured brands.

Giles elaborates on the importance of mindset, values, and the emotional engagement essential for a brand’s success. He shares insights from his nearly 20 years of experience helping small companies look, feel and act like big brands, including the significance of understanding and aligning with ideal clients.

He employs tools like the GC Index for maintaining brand energy, and focuses on challenges and strategies for small business branding.

Giles also introduces the brand mindset quiz he created, designed to help business owners improve their brand’s impact.

The episode wraps up with practical tips for listeners on thinking about and crafting their brand effectively. Listeners are encouraged to engage with Giles' resources and continue their brand development journey.

00:00 Introduction and Milestone Celebration

00:28 Guest Introduction: Giles Etherington

01:54 Understanding Brand Mindset

04:36 Emotional Connection in Branding

06:56 Identifying Ideal Clients

12:57 Looking out from inside we fail to see what's on the label

15:25 Brand is the DNA running through your business

16:43 Brand's three C's - clarity, confidence and courage

19:09 Introducing the GC Index

23:53 The Importance of Values in Branding

30:02 Final Thoughts and Tips

33:14 Closing Remarks

Follow up with Giles using the links below:

Further information about Nick Sellers:

To connect, use LinkedIn
To schedule a free discovery call, click here
To subscribe to Nick's monthly motivation newsletter, click here

#executivecoach #leadershipcoaching #businessmentor #executivedevelopment

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