Show cover of Brand Tuned - Rounded Business Design

Brand Tuned - Rounded Business Design

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, business advisers and lawyers in search of ideas to increase success. This often comes through better positioning, and understanding what customers want and need. Focusing on distinctiveness is about attending to intellectual property appropriately. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner.


How Tom Gardner Built and Branded Multiple Businesses
Joining us in this episode is an ex-Mckinsey consultant, Tom Gardner, a serial entrepreneur known for his analytical approach to branding. He draws on his experience of launching several brands across different industries, both B2B and B2C. Tom shares his journey in branding, marked by a blend of scientific and practical approaches, emphasizing customer feedback and market testing from the very start. In this episode, we’ll also discuss:  Branding Experience With A Consultant Naming Process Involving Branding Agencies Business Funding Next Startup Business Filling The Gap In The Market What Brand Means Getting The Perspective Of The Market His Current Ventures Branding Philosophy And Strategies  LinkedIn: Tom Gardner Book: From Manager To Executive (Coming in June)   Valuable Resources:⁠⁠⁠⁠ ⁠Brand Tuned Newsletter⁠⁠⁠ ⁠⁠⁠⁠ ⁠Brand Tuned Training Courses⁠⁠
37:16 6/7/24
Mission-Driven Entrepreneurship with James Brown
Joining us in this episode is James Brown, founding director of Mobiloo, the world's first mobile accessible toilet and changing place designed to cater to disabled people requiring extra equipment and space. Mobiloo has created a huge range of opportunities for tens of thousands of disabled people around the UK. James shares his journey, highlighting his motivation to improve accessibility and inclusivity for disabled people, stemming from his own experiences as a visually impaired individual and a Paralympic athlete. His flight in becoming a social entrepreneur exemplifies the power of innovation driven by personal values and a deep understanding of the community's genuine needs. In this episode, we also cover: From A Paralympic Athlete to Social Entrepreneur  Making Your Brand Stand Out Solving A Genuine Need  Branding Is Also Culture Choosing Your Brand Values Excellence In A Business The Power of Word of Mouth Website: ⁠Mobiloo UK⁠ Facebook: ⁠Mobiloo UK Valuable Resources:⁠⁠⁠⁠ ⁠Brand Tuned Newsletter⁠⁠⁠⁠⁠⁠⁠ ⁠Brand Tuned Training Courses⁠⁠
39:25 5/2/24
Navigating Branding and Growth with Paul Fernandez
In this episode of the Brand Tuned podcast, we welcome Paul Fernandez, CEO of The Growth Guys, to discuss the journey of starting and branding his growth marketing company during the pandemic. Paul shares insights from his past experiences, the challenges of defining and living up to a brand promise, and the importance of adapting branding strategies as a business evolves. This episode shares an interesting point of view of branding through experiences including: An Agency That Delivers Results A Brand Is What Customers Tell You Developing The Visual Identity Creating A Team Culture The Perspective on Branding Over Time How The Market Perceives Your Brand Website: The Growth Guys LinkedIn: Paul Fernandez Valuable Resources:⁠⁠ Brand Tuned Newsletter⁠⁠⁠⁠ Brand Tuned Training Courses⁠
31:54 4/24/24
How to Create Transformative Brands with Emmanuel Probst
In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand.Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of Brand Transformation, which releases this coming January 2023.Among other things, we discuss:that brands can no longer just sell products. They must aim to be transformative for people and the world they live in. That brands are no longer in control of the narrative, so they must harness the power of the community and make a greater and more sustainable one.the importance of noticing what existing brands are offering the market. Then consider creating something new and unique to offer in the category. creating your market positioning.The trick is really to understand your audience and  get a deep understanding of the market.three Dimensions of Brand TransformationWhat is Programmed Obsolescence?How to Create a Transformative BrandUnderstanding Trends in the Societywww.emmanuelprobst.comTwitter: @EmmanuelprobstLinkedin Emmanuel ProbstResources mentioned on the podcastBrand HacksAssemblage - The Art and Science of Brand Transformationmarketingweek.comadage.comadweek.commediapost.comChallenger Project - Eat Big FishFinancial Insights at Ipsos.comValuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
34:17 12/2/22
Your Branding & IP Questions Answered
Having recently asked people what their top questions are about branding and IP (Intellectual Property), I decided to record my answers in this episode.The questions answered in this episode include:What are the different ways I can protect my brand?Do I need international protection or is UK protection enough?How do I explain to graphic designers I work with the importance of checking they are not infringing on anyone's IP?How can you be sure that graphic designers you work with hand over the rights to all the assets they create? How can you be sure they have done this fully?What do you regard as the best branding campaign(s) of all time? And why?Do you think the Internet is actually effective for brand building?Valuable Resources:Register for Free Webinar on 23 NovemberRegister Your Interest to be Notified of the Next Webinar DateBrand Tuned Newsletter
20:47 11/21/22
Takeaway lessons from Sean Adams' Masterclass on Identity Design
In this episode I discuss some thoughts  following the recent podcast with Sean Adams,  an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California. I found Sean's approach refreshingly client focused and empathetic.  For example, Sean takes clients on the design journey and explains what he is doing and why. This collaborative approach, and avoiding a big reveal at the end of the process, is more likely to result in an identity that the client finds acceptable.I think if the designer can also talk about the IP dimension they would be the ideal adviser to clients. While the word ‘design’ is commonly associated with graphic designers, in truth it includes anyone who advises on business structure. They can help plan how a business should work in all respects, not just visually.Given that visual identity needs to be permanent I’m often baffled that  designers radically change the visual identity of established businesses just because the business’ strategy changes.Surely tweaks to the identity is all that's needed, unless there is something radically transformed about the business. It’s vital to leave the identifying elements so you don’t disturb memory structures.This episode tackles:Importance of taking clients on the design journeyWhat makes a good logo?When is it the right time to radically change a visual identity?Drawbacks of changing your identityMeasuring brand equity to make identity design decisionswww.seanadams.designResources mentioned on the podcastThe Designer’s Dictionary of Color Valuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
18:50 11/11/22
Sean Adams - How to Succeed with Identities Without Really Trying
In this episode, Sean Adams, an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California  tells  us to succeed with identities without really trying.Sean Adams is the author of multiple best selling books, including  The Designer’s Dictionary of Color.Brand Identity is not a one-size-fits-all solution. It's a toolkit, an approach to solving problems, an equation. It's not a thing that you can just slap onto your business and hope for the best. You have to understand it and use it correctly in order to succeed with brand identities without really trying.If you're just starting out, the process can seem overwhelming at first. Where do you even begin? What kind of logo is best for your business? How do you go about creating an identity that speaks to your customers and attracts new clients?There’s no one right answer, but there are three kinds of identities that you need to understand to start with: word mark, monogram, and symbol. Your branding strategy may use one of these approaches, so it’s good to explore them all and know what they mean.One of the trickiest aspects of branding is building equity over time. If you think about the Apple identity, it has that little bite out of it, which forces you to think a little bit, the more you think, the more it sticks in your head. Design is an important part of branding. You can't just have a nice logo and expect people to buy your product. You have to make it appealing in other ways too, Branding isn't just about beauty and aesthetic, but it should be how we can make it unique. We focus on certain colors because they've become emotionally loaded with meaning for us. How do we get those emotional meanings etched into our brand image?This episode discusses:Three kinds of identitiesBuilding equity with symbolsChoosing your branding fontsVisual attributesHow to know you have a great designer/ designers sensibilitiesThe cultural impact of color choicesSemioticsCurrent challenges facing designerswww.seanadams.designResources mentioned on the podcastThe Designer’s Dictionary of Color How Design Makes Us ThinkDebbie Millman booksSean Adams' LinkedIn leaning course on brandingValuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
51:40 10/28/22
Identity - Creating Your Purple Cow
Is being unique your ultimate goal in your business? How, exactly, do you stand out from your competitors and make sure that you remain a purple cow?  A crucial part of a business’ success is being distinctive and visibly different from its competitors. This is the main objective in creating business brand. Having a recognizable and distinctive name helps ensure you will be able to stand out from the crowd.   Distinctiveness is about the identifiers we use. These identifiers are how consumers recognise brands. They associate them with you. It’s your name, and brand elements you choose, such as your logo, any distinctive symbols, characters, shapes, sounds, colours etc. When you’re creating your business' brand, understanding what competitors can and can't legitimately copy is key to creating a unique brand. Your focus should be as much on what to create as whether you can prevent copying of the elements you create.. That’s why creating slogans and taglines that are ownable is key to protecting our messaging strategy. We stand a greater chance of being associated with the message behind our strategy.   In today's fast-paced world, it is not enough to raise awareness of how we differ. We need to know and understand about intellectual property rights, and how this can help us achieve design choices that set us apart from competitors.  In this episode I touch on the laws governing the ownership of ideas and trademarks, as well as how to use them to protect your brand. I discuss:Two components for a business to stand outDifference between personal and business brandsIntellectual PropertyConcept of distinctivenessPopeye the sailorHow important trademark rights are in protecting business brands Famous personalities and their distinctiveness/uniquenessValuable Resources:For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.Brand Tuned NewsletterBrand Tuned Training Courses
23:49 10/21/22
Strategic Creativity - Being Relevant and Resonating
In this episode Robin Landa explains strategic creativity. Robin Landa is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including Graphic Design Solutions, 6th ed., Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age.What's the first thing you think of when you hear the phrase "brand identity"? A logo, color palette, and characters right? But that's only a small part of the story.To have a successful brand identity be strategically creative. A brand identity is the representation of the brand and it is the strategic position in the marketplace. So, it has to be strategically creative in order to gel with the target audience.Brand identity does more than just build an imaginary world, it creates a relationship between people who have heard you and made your name part of their lives. A logo mark is more than just a logo. It's the entry point for your brand and its identity. It's your name and the way you're perceived by customers, and it's the foundation for everything else you do. It's what sets you apart from other brands and allows you to stand out from the crowd. It has to be memorable, differentiating, imprinting on people, and most importantly, it needs to be easy to remember—and ideally, emotionally inspiring.It's really hard to make a brand identity that is personal and unique when you're working with a company that has thousands of designers and their work is available for all to see. This is why we need to be careful that we don't just lift someone else's work and use it without permission. Brand identity must be unique and personable!In this episode, we discuss:Brand Identity and how to make it memorable and distinctiveBrand construct and manifestoBasic design principle you need to knowThe idea behind balance design and color associationsSonic brandingHow to identify talent in identity designIntellectual property lawIdentifiers in brand designValuable Resources:For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.Brand Tuned NewsletterBrand Tuned Training Courses
53:42 10/14/22
Why Focus on Ownership
There are many misconceptions when in comes to IP ownership.In this podcast I outline why it's important to ensure you own what you create for your business. Owning what we do is about retaining control rather than giving away the value of our knowledge and skills.Among other things, that involves understanding the role of names in business, and what is involved to legally own a name. Failing to focus on ownership shows a fundamental lack of understanding of the interplay between branding and brand protection.  The episode touches on:Why marketers and designers need training in intellectual property.What ownership of names involves. The 2-step process to securing ownership rights in a name.That ownability of brand elements involves making the right choices. The drawback of failing to focus on ownershipValuable Resources:For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly. Brand Tuned NewsletterBrand Tuned Training Courses
15:47 10/7/22
One Brand, One Brand Voice - How to Align Everyone in your Company with the One Brand Voice
In this episode, we discuss having one brand voice with Chris West, the founder of Verbal Identity. Chris is a specialist in helping brand leaders align their teams in one voice. He is also the author of Strong Language, the #1 best-selling book on Amazon in Language Communication.  We tackle the importance of having a great language and how this could create differentiation for brands. As we go through the podcast, we explore:The power of languageThree levels of languageHaving one brand voice for early-stage businessesVisual attracts, verbals engageAligning everyone in a company with a one brand voiceHow brand message resonatesLinkedin: Chris WestTwitter: @VerbIDBook: Strong Languageverbalidentity.comValuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
41:52 9/30/22
Brand Strategy for Start-ups and Beyond
In this episode, I talk about brand strategy for start-ups. Brand strategy is an overused term in the branding industry. I discuss what makes for a good brand strategist and how they can best support businesses. Sometimes, design is what's needed. Other times it's support to understand which segment to target and how to discover buyers' wants and needs. When working on brand strategy it is essential to be aware that there is a world of difference between the actions you need to take for a start-up to those you would take for an early-stage business to those you would take for an established brand. The work differs, not just because of the size or stage the business has reached but also due to the reason that the business is seeking your support with its brand strategy.  I discuss: - The different brand strategies- Proof of concept- What makes for a good brand strategist- The different needs that start-ups and early-stage businesses have- Why choosing names and identifiers needs to be informed by intellectual property law.Valuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
40:17 9/23/22
Calling Bullsh*t on Brand Love
Austin Franke is the founder of Woo Punch, a brand design consultancy rooted in the science of how brands grow. Austin is also the man behind, a newsletter that exposes common branding, marketing, and advertising myths, and co-hosts The BS Show with Stef Hamerlinck on YouTube.In this episode of the podcast, Austin shares why the old notions of brand love are outdated. In keeping with the new format of the podcast, he delivers a 10-minute masterclass before being interviewed.  A 10-minute masterclass about brand love The old notions of brand love that are outdatedWhy distinctiveness is not synonymous with differentiationThe reality and the evidence-based insights into how brands Books mentioned:Building Distinctive Brand AssetsHow Brands Grow: What Marketers Don't KnowSeducing the Subconscious: The Psychology of Emotional Influence in Advertising Valuable Resources:Brand Tuned NewsletterBrand Tuned Training Courses
36:00 9/16/22
Differentiation with Sean D'Souza
In this episode, Sean D'Souza of Psychotactics discusses how small businesses should approach differentiation when selling their products and services.  Sean is the author of The Brain Audit, and is a copywriter, cartoonist, and speaker. He is also the host of the three month vacation podcast. We discuss common challenges people have around differentiation, and how the biggest mistake people make is that they promote their company instead of talking about their products. We cover:How to position a product so it sticks to the consumers' mindsCommon challenges people have around how to differentiateMeasuring results through benchmarks Reasons for the high failure rate of small businessesLinkedin: Sean D'SouzaTwitter: @seandsouzaBook: The Brain Auditpsychotactics.comValuable Resources:Brand Tuned AccreditationBrand Tuned
40:39 6/24/22
Brand Positioning with Ulli Appelbaum
In this episode I explore positioning with Ulli Appelbaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook. There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.  We might have one central brand position, and separate positions and messaging for  products we supply.  We touched on: Brand purpose Ideas on how you can do positioning Positioning — how to create your positioning How does positioning tie with differentiation Creating a category — should it be part of your positioning? Examples of well-known brands and their positioning Linkedin: Ulli AppelbaumTwitter: @FirstTheTrouserBook: The Brand Positioning Valuable Resources:Brand Tuned AccreditationBrand Tuned
41:41 6/10/22
Differentiation and Positioning for Small Businesses
In this episode, we discuss positioning and differentiation with Johnny Molson a marketing consultant and strategist with Wizard of Ads who helps small businesses to build custom marketing strategies. We consider the difference between niching, positioning, differentiation and distinctiveness, including the challenge of becoming known.  Trying to become known for one thing rather than three things makes it more possible to be remembered in the marketplace.  The episode touches on:The need to test the market to decide how to position your brand.Difference between differentiation and positioning with examplesHow to get your desired perception into the consumer's mindSocial media – is it worth doing in terms of building a brand? View the podcast transcript hereLinkedin: Johnny MolsonTwitter: @disruptingadsBook: Campaign-O-Matic! & molsonpartners.comValuable Resources:Brand Tuned AccreditationBrand Tuned
38:11 5/20/22
Lee Salz - Sales Differentiation Strategy
Lee Salz is the Founder and CEO of Sales Architects where he helps clients develop processes to hire the right salespeople, effectively onboard them and align their sales activities with business objectives.In this episode,  we talk about differentiation, Lee shares his insights on two types of differentiation which are marketing differentiation and sales differentiation. He also shares why the word "unique" is one of the biggest causes of frustration in sales. This episode covers:Why is it important to differentiate What does a business need to do to differentiate itself and what examplesWhy the word "unique" is one of the biggest causes of frustration in salesTwo types of differentiation — marketing differentiation and sales differentiationHow to perceive meaningful value in what you're selling through an ideal client profileHow some buyers don't see an objection to prices and value a product intrinsicallyHow to work out who your target buyer isLinkedin: Lee SalzTwitter: @SalesArchitectsFree tool: Target Client Profile TemplateBooks: Sell Different! &  Sales Differentiationsalesarchitects.comValuable Resources:Brand Tuned AccreditationBrand Tuned
28:41 5/6/22
Trailer Brand Tuned Podcast
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02:12 5/3/22
REPOST: Daniel Priestley - Building the Dent Brand
Daniel Priestley runs business accelerators for entrepreneurs. In this episode, he discusses the Dent rebrand, Lifestyle v. Performance boutique, and the new edition of his book OversubscribedHow the entrepreneurial revolution shifts people to earn money through entrepreneurship and starting and growing their own businesses as the Industrial Revolution changed the way we live and work.Why visual identity has to work harmoniously with the rest of the brand identity and has to be simple and cleanWhat happens when you nail your vision and its simple, the clear message becomes a turning point for your businessHow having a strong culture and vision allows you to attract the right kind of people when you’re recruiting talent.Why Daniel incentivises new hires to leave quickly if they discover his company isn’t a good fit for them What presidential elections can teach you about the evolution of marketingDaniel released a new edition of his book Oversubscribed: How to get people lining up to do business with you in February 2020The two main successful business variations are Lifestyle Boutique. 3 - 12 staff, profitable and lots of fun. The second is Performance business that employs 40 to 150 staff who are a talented team, it has recurring revenues, assets and a good niche in the marketplace.How businesses are valued by various methods including benchmarking, multiples of profit and based on their brand, market position and systems like Uber for instance.Linkedin: Daniel PriestleyTwitter: @DanielPriestleyInstagram: @danielpriestleyBook: Oversubscribed: How To Get People Lining Up To Do Business With Youdent.globalValuable Resources:Brand Tuned AccreditationBrand Tuned
33:47 4/29/22
REPOST: David Aaker - Descriptive or Distinctive Name?
David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.In this episode, we discuss all things brand related, in particular names. We covered:Why intellectual property is not included in the training of brand managersThe importance of being clear on the definition of IPThe different perspective that IP brings to namingNaming and whether descriptive names are a good choiceThe role of intellectual property in building barriers to entry against competitorsBrand equity — three things it consists inLinkedIn: David AakerTwitter: @DavidAakerdavidaaker.comValuable Resources:Brand Tuned AccreditationBrand Tuned
39:20 4/22/22
REPOST: Rory Sutherland - On Brand, Advertising & More
Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, the episodes touched on many interesting points including:The misunderstanding of the value of brandsThe reasons why brands might change their name and logo Situational examples when brand names can't be protectedChesterton's Fence and how it relates to Tropicana's redesignThe value in simple fame that defies logic explained by behavioural scienceThe importance of understanding what the law means by IP in terms of brandingHow plagiarism is  policed through professional shaming in the advertising industryView the podcast transcript hereLinkedIn: Rory SutherlandTwitter: @rorysutherlandBook: Transport for Humanswww.ogilvy.comValuable Resources:Brand Tuned AccreditationBrand Tuned
37:22 4/15/22
REPOST: Susan Payton, Business Storyteller
In this episode of the BrandTuned Podcast Shireen interviews Susan Payton who helps business owners tell three stories - their personal story, their business story and their customer story. How a career writing and researching in TV and radio led to Susan's business which revolves around how businesses should use storiesSusan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand guideWhy your customer’s story is the most important story of all, the one to focus onShowcasing what your customer needs will show you care about their problemsA good example of business storytelling in action is TOMS shoes who donate a pair of shoes for every pair they sell.Susan can be found at thebusinessofstories.comLinkedIn: Susan PaytonValuable Resources:Brand Tuned AccreditationBrand Tuned
29:13 4/8/22
The What and Why of Trade Secrets
John Pryor is a management consultant and founder of Exalt IP and intellectual property firm. In this episode, John shares his insights on trade secrets, including why it is so important to distinguish trade secrets from general know how in an organisation. Classifying an important recipe as a trade secrets gives you more powerful rights in the event of any breach of them. He walks us through trade secrets policies and the importance of educating employees about intellectual property and trade secrets. This episode covers:Guiltless Gourmet's buy out talks with Frito Lay - an example of what not to do  with your trade secretsSteps an organization needs to take internally to protect trade secretsHow to classify trade secrets possibly using red, amber and green classificationThreats to leakage and theft of trade secretsExamples of brands protecting their competitive advantage through trade secretsWhy reputation is the single most important issue for brands to focus onLinkedIn: John PryorInstagram: @the_ip_foundryFacebook: @TheIPFoundryWebsite & blog: Valuable Resources:Brand Tuned AccreditationBrand Tuned
38:17 4/1/22
The Power of Animation in Branding with Christine Mackay
Christine Mackay is the founder of an animation agency,  she helps her clients to communicate complex messages using animation.  In this episode, Christine shares that even if you just have a word mark, you could animate your logo, and make it come to life. And in that coming to life, you could actually convey some of what it is that you do.  Animation is very malleable, and there are many ways to make use of it in branding or to explain aspects of the business. Movement attracts attention.  This episode covers:How Christine chose salamandra as a name from which 3-D Sal emerged. That salamanders mean 'cute, funny and smart' to Christine .The power of animation in making a brand more memorable How tone of voice was an important differentiator for her business.Companies often turn to animation to communicate complex messages.The difference between a video and animation. The single most important thing a company needs to focus on to build its brand. LinkedIn: Christine MackayTwitter: @SalamandraUKInstagram: @salamandra.ukBook: Destination AnimationWebsite: www.salamandra.ukValuable Resources:Brand Tuned AccreditationBrand Tuned
34:16 3/25/22
How to Move Beyond Your Job Role To Trusted Adviser
Lawyers and many other professionals are increasingly challenged to identify their distinctive skills and talents, and the capabilities they possess that cannot be readily replaced by technology or alternative ways of working and access to cheaper options.Richard and Daniel Susskind predict that professionals will be increasingly displaced in an internet society by AI and other technologies. In an earlier book, The End of Lawyers, Richard Susskind had predicted that a new breed of hybrid lawyers will emerge, who are increasingly multi-disciplinary in order to succeed.  Hybrid lawyers are quite different to the lawyers of today who already claim they are deeply steeped in neighbouring disciplines, as project managers, strategy, management consultants and more but who often lack the depth of expertise in those neighbouring disciplines. This episode covers:How internet society will bring fundamental change in the way 'practical expertise' of specialists is made availableWhat professionals need to do to move up the food chain to become trusted advisersParallels to the legal industry for other professions.The essentials to be "superbly schooled and genuinely expert” in multiple disciplines.A call for lawyers and others to consider the prototype Brand Tuned AccreditationValuable Resources:Brand Tuned AccreditationBrand Tuned
11:28 3/18/22
Becoming A Company Of One
In this episode, I share my journey starting in business,  how the business developed, grew, transitioned to virtual working and then reversed course to become what is now Azrights International Ltd.With Bill Gates' quote in mind, that most people overestimate what they can do in a year and underestimate what they can do in 10, and using Paul Jarvis' book,  A Company of One for inspiration, I'm thinking through my 10 year plan for the Azrights business and the Brand Tuned podcast. This episode covers:The business journey of AzrigthsThe steep learning curve involved in learning how to design brands.When you create a brand and choose identifiers you create intellectual propertyHow IP laws determine whether identifiers will be distinctive enough to own and cost effective enough to protectThe difference between distinctiveness and differentiationHow use of colour can create distinctiveness.Why a brand protection strategy needs to be an inherent aspect of brand strategy.Valuable Resources:Brand Tuned AccreditationBrand Tuned
18:57 3/11/22
Shireen Smith - Creating Passion Brands
This episode discusses the book Creating Passion Brands – how to build emotional brand connection with customers by Helen Edwards. Essentially, it's key not to mistake being consumer focused with being consumer led. Some brands are asking for consumer approval for their every action even to the extent of asking consumers what their brand essence should be. Being consumer-led in a brand’s strategic approach inevitably blurs the brand’s clearly defined brand image and makes it average. Listen in to find out more aboutHow brand belief needs to infuse everything a brand doesWhat to foster to build a strong brandWhat needs to remain true over time, and what can change as a brand develops.The importance of leading rather than  followingWhy the values need to drive the brand's point of view, and conviction.Valuable Resources:Brand Tuned AccreditationBrand Tuned
18:06 3/4/22
Joe Glover - The Marketing Meetup Community
Joe Glover is the founder of Marketing Meetup a place where people come together to learn about marketing and connect in a meaningful way. It’s not what he’s done, but how he’s done it that has led to the success of the Marketing Meetup.There are plenty of places where marketers can learn, there are plenty of places where marketers can meet each other, but what Joe realised was that there was a need for a safe place where marketers could come together because they love marketing, they’re curious to learn more, and want to connect with open minded marketers in a way which feels kind, lovely, safe, and inclusive. It’s a counterblast to the corporate approach that feels like you’re being judged by your job title and the size of your budgets. In this episode, Joe shares his experience in community building. The community grew quite organically as people resonated with how they chose to do things. There was never a big ambition behind it.  The foundation was about humanity, coming together and listening.  That’s the group that Joe wanted to see exist and attend. Then over time they began to suggest how people should engage with one another - to say hello, listen and be positively lovely. This episode covers:How Marketing Meetup came into existence. Insights into building a community.How to reach out and better understand your audience.Forums you use as you build the community — Facebook, LinkedIn, Slack and Discord groups.Hubspot and Salesforce and other examples of successful strong community-based brands LinkedIn: Joe Glover Twitter: @josepheglover Website: Valuable Resources:Brand Tuned AccreditationBrand Tuned
36:40 2/25/22
Rebranding Rethink Press with Lucy McCarraher
Lucy McCarraher is an author, publisher, mentor and speaker. She has written 13 books and is co-founder of Rethink Press, which helps entrepreneurs to raise their authority, increase their client base and visibility  through writing and publishing books.In this episode, Lucy shares her experience in the recent rebrand of Rethink Press. We also discuss the importance of books, how to approach writing one given that a book is an iconic product. You don't want to undervalue or devalue the experience for readers by writing content that's too promotional. This episode covers:Their process of rebranding Rethink PressHow the only formal branding action Rethink had taken before the rebrand was to secure the rights in their name. What to bear in mind when writing a book — value is the name of the gameKey steps for a business to take to ensure it stays on brand as it develops and growsLucy's insights from her recent rebranding experience on how to differentiate from competitors.LinkedIn: Lucy McCarraherTwitter: @LucyMcCarraher Instagram: @lucymccarraherBook: A Book of One’s Own Website: and Valuable Resources:Brand Tuned AccreditationBrand Tuned
33:32 2/18/22
Colour Psychology with Karen Haller
Karen is the leading expert in applied colour and design psychology helping businesses and design professionals to use colour and design to improve well-being, support mental health and create positive change in the world. She is the author of the best selling book The Little Book of Colour - How to Use the Psychology of Colour to Transform Your Life. It's a revolutionary guide to boosting your wellbeing, putting you firmly in the driver's seat and on the road to changing the colours in your world to boost your mood, increase your motivation and change how you feel in an instant.In this episode, Karen discusses colour psychology, how colour influences how we think, how we feel, and how we behave. She gives her perspective on how colour should be used in branding, and that it should align with the brand personality, and values to influence buyers. This episode covers:Association of brand values with colourCase examples on a brand that's misaligned with the colour How colour can be associated with a demographic or an age groupHow to create a brand from within and out Colour as emotion — how it makes people stop and think why they are in businessFinding the right colour for a brand — a colour that best represents a brand & the best reflectional representation of that brandKaren’s point of view about McDonald's green brand colour LinkedIn: Karen HallerTwitter: @KarenHaller Instagram: @karen_haller_colourWebsite: and Free ebook: The 10 Myths that Limit You using Colour EffectivelyValuable Resources:Brand Tuned AccreditationBrand Tuned
44:23 2/11/22

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