**This episode is brought to you by MuteSix, Gorgias, and Attentive**   “You're trading on your belief in the story,” says Ginger when asked about the brand story. In part 2, Ginger Zumaeta, CEO and Founder of Zumaeta Group, tells us that there's no hard and fast rule regarding the connection between the founder and the brand. Eventually, all brands develop a life of their own. Sharing the story you do have and getting everyone on board is an essential part of the culture which the Zumaeta Group helps with. There's a need for support systems such as messaging architecture. The way you engage with existing customers, partners, prospects, and media must be told with the same story. Ginger explains that one cannot be known for everything or help everybody through her example of milk in different varieties. She discusses: * Founder and brand story * Her recommendation for companies * Communicating to the same person at different life stages * Scaling the message * Her book Join Ramon Vela and Ginger Zumaeta as they break down the inside story on The Story of a Brand. For more on Zumaeta Group, visit: https://www.zumaetagroup.com/homepage Subscribe and Listen to the podcast on all major apps. Listeners can also search for The Story of a Brand. Click here to listen on Apple Podcast or Spotify. * This episode was brought to you by MuteSix. MuteSix is the leading agency in performance marketing. They have been in this space for nearly eight years, growing and scaling the world’s most recognizable e-commerce brands with breakthrough creative, targeted media buying, and data-driven results in every step of the funnel. They're currently offering listeners a FREE omnichannel marketing audit. Their team of auditors will perform a deep dive analysis into your current marketing efforts and identify which strategies might be budget wasters and which strategies will improve performance. The audit covers all digital marketing channels, including Facebook, Google, Email, Amazon, Snapchat, TikTok, Pinterest, Influencer, Programmatic, and Website CRO. For your free digital marketing consultation, visit: https://mutesix.com/storyofabrand * This episode was brought to you by Attentive. How do the most innovative companies reach mobile consumers? Meet Attentive, the text messaging solution trusted by innovative retail & e-commerce brands like CB2, Coach, and thousands of Shopify brands. On average, Attentive customers see 25x ROI and 18.5% of online revenue driven by SMS. Ready for SMS to become one of your top three revenue channels? Learn how to get started with your free trial by requesting a demo at https://www.attentivemobile.com/ * This episode is also brought to you by Gorgias. Did you know that loyal customers are 9x more likely to convert compared to a first-time shoppers? That's why exceptional customer service is so important for your retention & growth. I recommend using Gorgias. Gorgias combines all your communication channels, including email, SMS, social media, live chat, and phone, into one platform and gives you an organized view of all tickets. This saves your support team hours per day and makes managing customer orders a breeze. Go to https://www.gorgias.com/ to book a demo and mention the Story of a Brand podcast for two months free.