Managing Startup Brand Consistency with Jonathan Wasserstrum


November 4, 2019

jonathan wassterstrum

“How do we make sure there’s a consistency of experience, consistency of messaging, and consistency of feeling?” These are the questions all brand builders grapple with. However, startup brands are building answers to these questions from the ground up. This week I was joined by Jonathan Wassterstrum, founder and CEO of startup brand SquareFoot. We discussed how he tackled these questions and more on this week’s episode of the On Brand podcast.

Enjoy This Episode Now

About Jonathan Wassterstrum

SquareFoot Founder and CEO Jonathan Wasserstrum has worked for over a decade in commercial real estate. SquareFoot is a new kind of commercial real estate company that helps companies win at finding their next (and next) office, providing transparent access to inventory, brokerage services, and a flexible space offering. SquareFoot brings together technological innovation and human expertise to solve clients’ needs.

Episode Highlights

What aspects of your story have been most important in building the brand? “It’s that surround-sound look, feel, experience,” Jonathan notes of the cohesiveness they strive for between their mobile site, app, and other brand touchpoints.

How do you build customer relationships over time in real estate? Like the automotive sector, real-estate purchases are few and far between. How do you maintain top of mind and keep happy customers engaged? “That’s something we’re doing a lot of work on — the touchpoints between the leases. If we’ve done our job right, there’s a lot of white space there.”

What brand has made Jonathan smile recently? “I’m a big fan of a brand called Porter Road. They’re an online butcher. Their Instagram is great. The experience was great.” And now I’m hungry for steak!

To learn more, check out the SquareFoot website and connect with Jonathan on LinkedIn.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!

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Nick Westergaard
Email Brand Driven Digital

is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.




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