Feb 17 2025 34 mins
In this episode, Mark de Grasse sits down with Corey Hiben, a branding expert specializing in healthcare businesses. Corey shares his journey from occupational therapist to agency owner, revealing how branding became the most powerful tool for business growth.
They discuss the true meaning of branding, why consistency in messaging matters, and how businesses can build strong associations that keep customers coming back. Corey also explains the "niche hourglass" strategy, a unique approach to refining your target audience over time. Whether you're in healthcare or another industry, this episode is packed with practical branding insights to help you create a memorable and trustworthy business.
TOPICS
• How Corey transitioned from healthcare to branding and marketing
• The biggest mistakes businesses make when it comes to branding
• Why branding is about associations, not just logos and colors
• The "niche hourglass" approach to finding and refining your audience
• How to balance authenticity with automation in AI-driven marketing
• Why repetition in branding isn’t boring—it’s essential for business success
GUEST LINKS
• Corey Hiben's Website: coreyhi.com
• Corey Hiben's LinkedIn: linkedin.com/in/hibencorey
ADVERTISING LINKS
Build Your Brand Pillars Course: https://aibranding.academy/build-your-brand-pillars-course/course/