Brand Tuned - Smart Thinking, Better Branding

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Brand Tuned - smart thinking, better branding podcast explores what moves the needle in business when it comes to its brand. To what extent is a business' success impacted by its brand? Design is about how the business works, rather than just how it looks. Topics covered include how the brand impacts success so you have more time, more money, less stress. What's involved to have a distinctive brand that acts as a barrier to entry? Shireen Smith also covers the role of intellectual property and brand protection in branding.

Shireen Smith


    • Apr 24, 2024 LATEST EPISODE
    • infrequent NEW EPISODES
    • 30m AVG DURATION
    • 152 EPISODES
    • 5 SEASONS


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    Latest episodes from Brand Tuned - Smart Thinking, Better Branding

    Navigating Branding and Growth with Paul Fernandez

    Play Episode Listen Later Apr 24, 2024 31:54


    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

    How to Create Transformative Brands with Emmanuel Probst

    Play Episode Listen Later Dec 2, 2022 34:11


    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

    Your Branding & IP Questions Answered

    Play Episode Listen Later Nov 21, 2022 20:47


    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

    Takeaway lessons from Sean Adams' Masterclass on Identity Design

    Play Episode Listen Later Nov 11, 2022 18:50


    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

    How to Succeed with Identities Without Really Trying

    Play Episode Listen Later Oct 28, 2022 53:17


    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

    Identity - Creating Your Purple Cow

    Play Episode Listen Later Oct 21, 2022 23:49


    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

    Strategic Creativity - Being Relevant and Resonating

    Play Episode Listen Later Oct 14, 2022 47:59


    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 design

    Why Focus on Ownership

    Play Episode Listen Later Oct 7, 2022 15:47


    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

    One Brand, One Brand Voice - How to Align Everyone in your Company with the One Brand Voice

    Play Episode Listen Later Sep 30, 2022 41:52


    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

    Brand Strategy for Start-ups and Beyond

    Play Episode Listen Later Sep 23, 2022 23:18


    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

    Calling Bullshit on Brand Love

    Play Episode Listen Later Sep 16, 2022 40:32


    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 brandingbullshit.com, 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 growwww.woopunch.combrandingbullshit.com 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

    Differentiation with Sean D'Souza

    Play Episode Listen Later Jun 24, 2022 40:39


    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.comView the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Brand Positioning with Ulli Applebaum

    Play Episode Listen Later Jun 10, 2022 41:41


    In this episode I explore positioning with Ulli Applebaum. 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 purposeIdeas on how you can do positioningPositioning — how to create your positioningHow does positioning tie with differentiationCreating a category — should it be part of your positioning?Examples of well-known brands and their positioningLinkedin: Ulli AppelbaumTwitter: @FirstTheTrouserBook: The Brand Positioning Workbookfirst-the-trousers.comValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Differentiation and Positioning for Small Businesses

    Play Episode Listen Later May 20, 2022 38:11


    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!wizardofads.org & molsonpartners.comValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Lee Salz - Sales Differentiation Strategy

    Play Episode Listen Later May 6, 2022 28:41


    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 Newsletterwww.brandtuned.com

    Trailer NEW

    Play Episode Listen Later May 3, 2022 2:35


    REPOST: Daniel Priestley - Building the Dent Brand

    Play Episode Listen Later Apr 29, 2022 33:47


    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 ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    REPOST: David Aaker - Descriptive or Distinctive Name?

    Play Episode Listen Later Apr 22, 2022 44:23


    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 inView the podcast transcript hereLinkedIn: David AakerTwitter: @DavidAakerdavidaaker.comValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    REPOST: Rory Sutherland - On Brand, Advertising & More

    Play Episode Listen Later Apr 15, 2022 39:38


    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 ScorecardBrand Tuned AccreditationBrand Tuned NewsletterIP Strategy Is Part of Brand Strategy Blog

    REPOST: Susan Payton, Business Storyteller

    Play Episode Listen Later Apr 8, 2022 29:13


    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 ScorecardBrand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Why Every Business Needs to Know About Trade Secrets

    Play Episode Listen Later Apr 1, 2022 38:17


    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: www.exaltip.com/blog Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    The Power of Animation in Branding with Christine Mackay

    Play Episode Listen Later Mar 25, 2022 34:16


    Christine Mackay is the founder of  Salamandra.uk 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 Newsletterwww.brandtuned.com

    How to Move Beyond Your Job Role To Trusted Adviser

    Play Episode Listen Later Mar 18, 2022 11:28


    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 Newsletterwww.brandtuned.com

    Becoming A Company Of One

    Play Episode Listen Later Mar 11, 2022 18:56


    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 differntiationHow 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 Newsletterwww.brandtuned.com

    Shireen Smith - Creating Passion Brands

    Play Episode Listen Later Mar 4, 2022 18:06


    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 Newsletterwww.brandtuned.com

    Joe Glover - The Marketing Meetup Community

    Play Episode Listen Later Feb 25, 2022 38:53


    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: themarketingmeetup.com Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Rebranding Rethink Press with Lucy McCarraher

    Play Episode Listen Later Feb 18, 2022 35:41


    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: www.lucymccarraher.com and rethinkpress.com Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Colour Psychology with Karen Haller

    Play Episode Listen Later Feb 11, 2022 46:26


    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: karenhaller.com and thelittlebookofcolour.com  Free ebook: The 10 Myths that Limit You using Colour EffectivelyValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Lucy Werner - Strategy For Creating Hype

    Play Episode Listen Later Feb 4, 2022 36:40


    Lucy Werner, author of the books Hype Yourself and Brand Yourself, and founder of The Wern, a PR & design consultancy for startups has over 17-years of PR experience. She is  focused on teaching early stage businesses how to do their own publicity without spending a fortune. In this episode, Lucy shares valuable tips on how to develop a strategy for creating hype in line with your brand strategy to promote what you are doing so you make maximum impact. She also shares steps towards building a brand strategy based around your values.  We discuss:Strategies for creating hype for your businessInsights and ideas on how to pitch a story to publications you want to collaborate withHow she helps clients create their personal brand — the process & strategy The importance of values, which shape everything as you build your brandCollaborating with like-minded business people to increase your impactThe value of email marketing in businessLinkedIn: Lucy WernerTwitter: @LucyWernerPRInstagram: @lucywernerprWebsite: www.thewern.comValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Dumbing Down of Brand Assets with Nick Lehrain

    Play Episode Listen Later Jan 28, 2022 43:27


    Nick Lehrain, designer and creative director of Oliver Grace creative studio is focused on digital products.In this episode, Nick shares his views on brand and growth strategies, distinctive brand assets, the trend towards simplification of the unique identifying characteristics used for consumers to notice, recognize and recall a  brand. What is BlandingCreating a distinctive brand — differentiation and distinctiveness to stand outHis  approach to designing the visual identity for a brand Examples of timeless logos from Logo Modernism book The brand codes you need to use consistently so you are recognizable The single most important issue to focus on and not lose sight of to build the brandLinkedIn: Nick LehrainInstagram: @nicklehrain & @olivergrace.studioWebsite: www.olivergrace.com.au Article by Nick: How to create a digital-first lean brandSuggested book: Logo Modernism Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Market Orientation & Segmentation - Paige Arnof-Fenn

    Play Episode Listen Later Jan 21, 2022 44:37


    Paige returns to the podcast to discuss how smaller businesses and start-ups can do research to see their business from the point of view of the customer, before segmenting the market. Before founding Mavens and Moguls, a network of seasoned marketing professionals, she worked in organisations like Procter & Gamble, and Coca Cola, as well as for early stage businesses like Zipcar, Inc.com and Launch Media. She holds an MBA from Harvard Business School and Harvard featured her business as a case to teach MBA students how to start a successful business. In this episode, Paige shares some strategies for better understanding the customer you want to serve, in terms of what motivates them to buy. We cover:Some online methods to understand the marketConsidering who might be your ideal clientWays to understand what the market wantsListening tour as a way of touching base with your audienceHow Paige helps her clients How to approach people so they don't fear being sold to when doing market researchDifferent ways to segment your market — demographic data, psychographic data, behavioural data, geographic data and life stagesLinkedIn: Paige Arnof-Fennmavensandmoguls.comValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Stephen Houraghan on The Changed Branding Industry

    Play Episode Listen Later Jan 14, 2022 43:31


    Stephen Houraghan,  founder of the Brand Master Academy,  is a brand strategist who helps designers and brand builders to package up their creative thinking and specialise as brand strategists.  He teaches graphic designers abd copywriters, who are executing within the brand on the tactical side, on how to focus more on the strategic side. In this episode, Stephen discusses that everything starts with the audience, The brand exists in the mind of the audience, without which it has no reason to exist. This episode covers:How the brand starts from within and then looks outwards.How to revisit a brand strategy especially for small businesses The strategic process of developing a brand identityHow the branding industry has changed Importance of collaboration between the brand strategist and client in creating a brandBrand equity is the value of the brandThe importance of audience in creating a brandLinkedIn: Stephen HouraghanFacebook: Stephen HouraghanInstagram: @brandmasteracademyYouTube: Brand Master AcademyWebsite: www. brandmasteracademy.comPro Strategy Blueprint Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Segmentation & Targeting - Branding Industry

    Play Episode Listen Later Jan 7, 2022 24:27


    This is part two of episode #117 which was on niching. It outlines what's involved to segment the market, and why it is essential to do before targeting. Segmentation is challenging to do for small businesses that lack the time and resources of large organisations. Perhaps this explains why the topic isn't much discussed in the small business sector despite being a cornerstone to marketing. This episode covers:How to segment the market by reference to customers' different wants and needs How I am researching and segmenting the branding industryUsing qualitative research to decide the criteria by which to segment the marketFollowing up qualitative research with desk researchInterviewing potential target customers before finalising choice of target marketValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

    Mark Ritson on Differentiation and Positioning

    Play Episode Listen Later Dec 31, 2021 32:26


    This episode from the archives features Mark Ritson discussing brand strategy. Mark answers some of the burning questions I had around understanding the market and differentiation and positioning. In this episode we covered:Rebranding TransferwiseBrand purposeMarket research and how it differs from brand strategy.Marketing strategyThe intersection between business and brand strategyRelative differentiation LinkedIn: Mark RitsonTwitter: @markritsonwww.marketingritson.com Mini MBA in Brand Management by Mark Ritson Valuable Resources:Brand Tuned ScorecardBrand Tuned Accreditationwww.brandtuned.com

    Which Business Model?

    Play Episode Listen Later Dec 24, 2021 45:38


    In this episode from the archives, Chandresh Pala discusses different business models and how to consider which one is right for you. The episode touches on:Choosing the right nameHow to create products and sell themWhat is a business model canvas? Insights on different business modelsWhat are the first stages of a business —  exploration and learningA brand is more than a logo — it's your interaction, the team's interaction with the client, and how the customer uses and experiences the products.Why do people choose brands based on values, identity and  purpose?What should be the mindset of someone launching a new business or product?www.coheziadigital.com Valuable Resources:Brand Tuned ScorecardBrand Tuned Accreditationwww.brandtuned.com

    How To Stand Out From Your Competition — Niching

    Play Episode Listen Later Dec 17, 2021 29:42


    In this episode, I talk about a foundational topic that isn't well understood, niching. The accent in this episode is on expertise and how to ensure your core skills are in line with your interests and market opportunities.Many entrepreneur courses advise people to niche and not to try to sell to everyone. However, there is often a lack of detail on how to go about choosing a niche. The upshot is that many entrepreneurs get it wrong. They either pick a niche at random, or one that's too narrow, or they disregard the advice altogether, because it's too difficult to implement.  The episode on niching touches on:The key success in niching — how to stand out and set yourself apart from othersUseful insights on building his brand, and niching by Ronnie Fox, a successful lawyer.How experts with core skills can increase their earning potential and relevanceProblems in the small business marketHow to distinguish yourself from competitors when you're a designer, marketer or brand strategistThe fundamental disciplines to understand when creating a brand identity Valuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationThe Key to Success is Niching

    Somi Arian interviews Shireen

    Play Episode Listen Later Dec 10, 2021 44:01


    This interview of Shireen by Somi Arian was initially recorded for the Somi Arian podcast.In this episode, we talk about the do's and don't of branding and trade marks. There are a host of useful tips on branding, trademark protection and how to develop brand equity. This episode covers:Valuable tips on branding and trademark protection Brand equity and how trademarks contain the value of a brand.How to choose a nameDomain names and email deliverability.Different types of name. Brand identifiers logo, symbol, and coloursLinkedIn: Somi ArianTwitter: @SomiArianInstagram: @somiarianWebsite: www.fempeak.aismartcookiemedia.com Valuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationIP Strategy Is Part of Brand Strategy Blog

    Niche Investment Comms with James Church

    Play Episode Listen Later Dec 3, 2021 44:01


    James Church is the co-founder and chief operating officer of Robot Mascot, the UK leading pitch agency and the author of the bestselling book, Investable Entrepreneur. In this episode, James shares how investors care primarily about the defensability of the product rather than the brand. The brand is going to contain the value of the business when it comes to the exit but it's regarded as something that can be changed through a rebrand if needs be. The patent like protection that names can offer is not something investors are alive to.  Robot Mascot started out  as a generic branding agency. It was thanks to niching down and attracting an experienced investor that the business took off. In brief this episode covers:The possibilities, such as licensing that a brand offers.Rebranding and the loss it can entail for a business.How the pitch agency focuses on creating critical funraising assets.Series A, seed funding and what investors are looking for The importance of understanding the problems of your audience, and what they want and needLinkedIn: James Church Twitter: @robotmascotIG: @robotmascotWebsite: www.robotmascot.co.ukBook: Investable EntrepreneurValuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationIP Strategy Is Part of Brand Strategy Blog

    Rory Sutherland - On Brand, Advertising & More

    Play Episode Listen Later Nov 26, 2021 39:37


    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 industryLinkedIn: Rory SutherlandTwitter: @rorysutherland Book: Transport for Humans www.ogilvy.comValuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationIP Strategy Is Part of Brand Strategy Blog

    Positioning with Paige Arnof-Fenn

    Play Episode Listen Later Nov 19, 2021 43:52


    Paige Arnof-Fenn is the founder and CEO of Mavens and Moguls, which is a marketing or branding firm located in the USA. She graduated from Stanford University and holds an MBA from Harvard Business School. Her experience spans corporate branding at Proctor & Gamble, start up branding for various companies that were subsequently sold,  and entrepreneurial branding working for clients of Mavens and Moguls. These range from early-stage, startup, pre-revenue, to venture-backed, and all the way to fortune 500 companies. One of her clients that we discuss was Virgin.In this episode, we cover:The different branding needs clients tend to have based on their sizeHow to do market research and segmentation for small pre-revenue companiesEffectiveness comes from not having too many messages in your storytelling Naming, identity creation, and tying it all together in a brand blueprintHow working at Proctor & Gamble and Coca Cola have multidisciplinary teams that include lawyersThe most important area to focus on for a brand to succeed LinkedIn: Paige Arnof-Fenn mavensandmoguls.comValuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationIP Strategy Is Part of Brand Strategy Blog

    Why Not to Rely On Colour To Stand Out

    Play Episode Listen Later Nov 12, 2021 15:14


    In this episode, I talk about the challenges that colour involves as a brand identifier. The bar to registration of colour as a trademark is high so that confusion can arise between competitors.   If you have legal rights over a brand identifier you can maintain its uniqueness for your brand and reduce the scope for customer confusion. The episode on colour as a brand Identifier touches on:What to consider when it comes to trademarks and colour.How to be distinctive using colour as a brand identifier.The challenge of preserving uniqueness in the absence of legal rightsHow litigation is sometimes an option to deter competitors from using your colourBrands that have achieved colour trademark registrationsValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    Is it Time to Change the Creativity First Mentality In Branding?

    Play Episode Listen Later Nov 5, 2021 45:21


     Derrick Daye is the man behind the Brand Strategy Insider Blog,  he serves as the Managing Partner of the Blake Project. He has extensive and varied experience working in advertising agencies such as Satchi & Satchi.In this episode, Derrick and I discuss the choice of identifiers such as colours and symbols and the extent to which IP needs to be taken into account when building brand assets. We also discuss the concept of distinctiveness.In brief this episode covers:The extent to which distinctiveness mattersHow larger agencies collaborate with IP lawyersWhat is Blanding?Oversimplification - does it overlook the imperative to be different?  The importance of knowing what you don't know as a branding professional Ownership underpins IP licensing. and should also underpin identity creationThe imperative for design companies to explain IP's role to their clientsLinkedIn: Derrick DayeTwitter: @DerrickDayeBlog: brandingstrategyinsider.comtheblakeproject.comValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    David Aaker - Descriptive or Distinctive Name?

    Play Episode Listen Later Oct 29, 2021 45:14


    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 ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    How To Brand Using Trademarks Strategically

    Play Episode Listen Later Oct 22, 2021 24:07


    In this episode, I talk about what I mean by brands. To use trademarks strategically, you need to first understand the role they play in branding to then know why and how to be strategic with them.   A brand is a name that people associate with a set of perceptions. It distinguishes one product or service from another.  Brands are important to us because they provide us with the familiarity we crave as humans. In brief the episode covers: Visual IdentityWhy brand can easily be a business's most valuable asset? Brand Identifiers are non-name signifiers that build mental association to your brand  Trademarks are the most important and potentially valuable IP asset to ownA branding lawyer can help you understand the brand protection aspect of a nameRegistering a trademark to protect your distinctiveness How to avoid trademark legal disputes and litigationValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    Verbal Identity with Rob Meyerson

    Play Episode Listen Later Oct 15, 2021 46:31


    Rob Meyerson is the principal and founder of Heirloom, an independent brand strategy and identity firm. His specialities include brand strategy and positioning, naming and messaging, brand architecture, qualitative research, and organizational change. In this episode,  we discussed why IP is not included in branding projects and covered:The lack of job training for brand consultants and the culture of learning by doing that prevailsChecking company and product names Building distinctive brand assets,  versus the simplicity in design approach that prevailsWhat to consider when naming — what makes some names stronger than other namesWhether the legal dimension is a limiting factor that constrains the creative processPositioning — does that impact your name choice?IP's role in managing competitionThe negative reputation of lawyersYou can view the podcast transcript here LinkedIn: Rob MeyersonTwitter: @RobMeyersonInstagram: @howbrandsarebuiltBook: Brand Namingrobmeyerson.comhowbrandsarebuilt.comwww.heirloomagency.comValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    Interview about Brand Tuned by Alison Jones

    Play Episode Listen Later Oct 8, 2021 30:21


    In this episode Alison Jones, director of Practical Inspiration Publishing, the publisher of Brand Tuned, interviews Shireen Smith. As host of the successful podcast, The Extraordinary Business Book Club Alison is an experienced interviewer and draws out some interesting information.Alison asks questions about the process of writing Brand Tuned, what I found out along the way and the reason I chose to write the book. I also share my hopes and what I want to achieve as I release the book.  This episode covers:My insights on providing holistic advice around branding — understanding the market needsWhat I want to achieve for Brand Tuned as I release it to the worldThe number of brand identifiers you should have to stand outIP is about managing competitionThe important issue with the brand name and considering the brand protection aspects How proper branding can impact everything that you do in your businessThe extent to which it's appropriate to change a brand's identifiersThe journey of writing Brand Tuned: Why I chose to write the bookView the podcast transcript here. LinkedIn: Alison Jones Twitter: @bookstothesky Instagram: @pip_talking alisonjones.comValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com 

    Is IP a Constraint on Creativity?

    Play Episode Listen Later Oct 1, 2021 42:17


    Stephen Willard is a graphic designer and former art director who moved into employee benefits communications and now runs his own company EMBLAZE a workplace engagement company that specialises in delivering high energy experiences to employees.  In this episode, we discuss how IP tends to be regarded as a luxury, rather than as something essential, and how Stephen has picked up his knowledge of the subject during his career. We cover:Brand identifiers and the creative processThe rationale of changing brand identifiersWhat the brand is — how a brand can be recognizedStephen's experience in designing a logo — the elements to take into accountWhy use of symbols is rare when it's an effective way of being rememberedThe extent to which law is a constraint on creativityDesigning for a regulated industryLinkedIn: Stephen-willardTwitter: sjwbrandingInstagram: @stephen.j.willardwww.emblaze.today stephen@emblaze.today Valuable Resources:Brand Tuned Scorecard Brand Tuned Accelerator

    Stef Hamerlinck on Branding and Distinctiveness

    Play Episode Listen Later Sep 24, 2021 43:41


    Stef Hamerlinck is a brand strategist and designer living in Belgium, and host of the podcast, Let's Talk Branding. He runs his own branding studio.In this episode, we discuss what a brand is and how distinctiveness is fundamentally about making a brand stand out. Stef also shares his views on how many brand codes a business should have and gives examples for smaller and big brands to look at.  We discuss:Brand strategyWhat brand and branding mean to  StefDifferentiation and distinctivenessHow the context in which a brand is used impacts the brand codes to createThe 'vibe' of brands that their visual language evokesThe reason for rebranding or choosing a new nameProtecting your distinctive brand assets through intellectual propertyHow Stef decides whether to create a symbol in his branding workBrands Stef admires: Kellogs and Ritchie LemonadeLinkedIn: Stef Hamerlinck Twitter: @stefhamerlinck Instagram:  @letstalkbranding Website: www.stefhamerlinck.comOther links:Course on brand strategy research: brandstrategyresearch.comBlog: letstalkbranding.comValuable Resources:Register to attend the Brand Tuned book launch on 28 September 2021Brand Tuned Acceleratorwww.brandtuned.com

    Somi Arian on Raising Women's Socioeconomic Status

    Play Episode Listen Later Sep 17, 2021 49:35


    Somi Arian is a tech philosopher, award-winning filmmaker, author, entrepreneur, and a LinkedIn top voice in the UK. She has a background in philosophy of science and technology. She describes her role in society as a transition architect, as humans merge with technology, and society enters a new phase of human evolution. In this episode, we talk about Somi's background growing up in Iran, moving to the UK, her film making career and business, and latest initiative to raise women's socioeconomic status through the Fempeak platform. We discuss:Somi's entrepreneurship journeyThe fast growth of the Fempeak platformSomi's achievement in being a top voice on LinkedIn in the UK 3 years running.The importance of choosing the right social media platform and doubling down on it. Creating quality content by understanding your audienceLinkedIn: Somi ArianTwitter: @SomiArianInstagram: @somiarianWebsite: www.fempeak.aismartcookiemedia.comBook Somi recommended: Let it Go - Dame Stephanie ShirleyValuable Resources:Register to attend the Brand Tuned book launch on 28 September 2021Brand Tuned Acceleratorwww.brandtuned.com

    Logo Design Process with Ian Paget

    Play Episode Listen Later Sep 17, 2021 35:55


    Ian Paget, also known as Logo Geek, is a UK based graphic designer located in Manchester, who specialises in logo and brand identity design. He is the founder of Logo Geek, a professional logo design service, design blog, podcast and community. In this episode, I asked Ian about his design process and how he goes about creating logos and other visual assets. He shares his insights on how to ensure a logo can represent a brand.  Among other things the episode covers:How to approach the design of symbolsMeeting clients expectations around what visual creations can do for them.Ian's approach in a naming project for a client.The common reasons why clients decide to improve their logos, and visual identityHow a visual such as a logo represents what someone wants to be aboutProtecting assets such as logos through securing  intellectual property LinkedIn:  Ian PagetTwitter: @ianpagetWebsite: logogeek.ukValuable Resources:Register for the Brand Tuned book launch and view video interviews anytime on or after 28 Sep Brand Tuned Acceleratorwww.brandtuned.com 

    Creating a Meaningful Brand with Thomas Kolster

    Play Episode Listen Later Sep 17, 2021 42:43


    Thomas Kolster is the founder of the  Goodvertising Agency, one of the pioneers in shaping brands. In this episode, we discuss his book the Hero Trap, and how companies should be clear about their role when carving a niche in the marketplace and understanding how they can be better than anybody else. He shares his insights on mass marketing, how it affects today's generation of young people and the key issues brands need to do to claim a role in people's lives. In brief this episode covers:What are transformative brands?What a brand is today and what it is going forwardThe connection of social purpose with brandsThe meaningful role of brands in people's livesCommunicating a brand's purpose The approach to differentiating your business and communicating who you areUnderstanding how brands can turn people into the heroes of their own livesMoving a brand from a very transactional relationship to a more transformational relationshipLinkedIn: Thomas KolsterTwitter: @thomaskolsterWebsite: thomaskolster.com Books: Goodvertising: Creative Advertising That Cares and The Hero TrapMentioned brands on this episode: Kind Snacks and District Vision, Red Bull and Who Gives a Crap.Valuable Resources:Register to attend the Brand Tuned book launch on 28 September 2021Brand Tuned Acceleratorwww.brandtuned.com 

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