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Date
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02 May 2024
Mission-Driven Entrepreneurship with James Brown
00:39:25
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.
Navigating Branding and Growth with Paul Fernandez
00:31:54
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:
IP is much less formal in Latin America's economy according to Alberto Ramirez Bonilla, founder of BR Latin America. Tune in to explore how trademark practices differ in the South American economic landscape and why that matters.
Among other things the episode discusses:
How business design and naming unfold across Latin America
Branding and intellectual property in Latin America
Copyright protection for software and guidelines for naming conventions
How Tom Gardner Built and Branded Multiple Businesses
00:37:16
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.
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 about
How brand belief needs to infuse everything a brand does
What to foster to build a strong brand
What needs to remain true over time, and what can change as a brand develops.
The importance of leading rather than following
Why the values need to drive the brand's point of view, and conviction.
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 Azrigths
The steep learning curve involved in learning how to design brands.
When you create a brand and choose identifiers you create intellectual property
How IP laws determine whether identifiers will be distinctive enough to own and cost effective enough to protect
The difference between distinctiveness and differentiation
How use of colour can create distinctiveness.
Why a brand protection strategy needs to be an inherent aspect of brand strategy.
How to Move Beyond Your Job Role To Trusted Adviser
00:11:28
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 available
What professionals need to do to move up the food chain to become trusted advisers
Parallels 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 Accreditation
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 secrets
Steps an organization needs to take internally to protect trade secrets
How to classify trade secrets possibly using red, amber and green classification
Threats to leakage and theft of trade secrets
Examples of brands protecting their competitive advantage through trade secrets
Why reputation is the single most important issue for brands to focus on
The Power of Animation in Branding with Christine Mackay
00:34:16
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.
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 stories
Susan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand guide
Why your customer’s story is the most important story of all, the one to focus on
Showcasing what your customer needs will show you care about their problems
A good example of business storytelling in action is TOMS shoes who donate a pair of shoes for every pair they sell.
REPOST: Rory Sutherland - On Brand, Advertising & More
00:37:22
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 brands
The reasons why brands might change their name and logo
Situational examples when brand names can't be protected
Chesterton's Fence and how it relates to Tropicana's redesign
The value in simple fame that defies logic explained by behavioural science
The importance of understanding what the law means by IP in terms of branding
How plagiarism is policed through professional shaming in the advertising industry
REPOST: Daniel Priestley - Building the Dent Brand
00:33:47
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 Oversubscribed
How 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 clean
What happens when you nail your vision and its simple, the clear message becomes a turning point for your business
How 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 marketing
Daniel released a new edition of his book Oversubscribed: How to get people lining up to do business with you in February 2020
The 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.
REPOST: David Aaker - Descriptive or Distinctive Name?
00:39:20
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 managers
The importance of being clear on the definition of IP
The different perspective that IP brings to naming
Naming and whether descriptive names are a good choice
The role of intellectual property in building barriers to entry against competitors
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 examples
Why the word "unique" is one of the biggest causes of frustration in sales
Two types of differentiation — marketing differentiation and sales differentiation
How to perceive meaningful value in what you're selling through an ideal client profile
How some buyers don't see an objection to prices and value a product intrinsically
Differentiation and Positioning for Small Businesses
00:38:11
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 examples
How to get your desired perception into the consumer's mind
Social media – is it worth doing in terms of building a brand?
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
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' minds
Common challenges people have around how to differentiate
Measuring results through benchmarks
Reasons for the high failure rate of small businesses
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 outdated
Why distinctiveness is not synonymous with differentiation
The reality and the evidence-based insights into how brands grow
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.
One Brand, One Brand Voice - How to Align Everyone in your Company with the One Brand Voice
00:41:52
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 language
Three levels of language
Having one brand voice for early-stage businesses
Visual attracts, verbals engage
Aligning everyone in a company with a one brand voice
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 ownership
Valuable Resources:
For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.
Strategic Creativity - Being Relevant and Resonating
00:53:42
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 distinctive
Brand construct and manifesto
Basic design principle you need to know
The idea behind balance design and color associations
Sonic branding
How to identify talent in identity design
Intellectual property law
Identifiers in brand design
Valuable Resources:
For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.
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 out
Difference between personal and business brands
Intellectual Property
Concept of distinctiveness
Popeye the sailor
How important trademark rights are in protecting business brands
Famous personalities and their distinctiveness/uniqueness
Valuable Resources:
For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.
Sean Adams - How to Succeed with Identities Without Really Trying
00:51:40
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 identities
Building equity with symbols
Choosing your branding fonts
Visual attributes
How to know you have a great designer/ designers sensibilities
The cultural impact of color choices
Semiotics
Current challenges facing designers
www.seanadams.design Resources mentioned on the podcast The Designer’s Dictionary of Color How Design Makes Us Think Debbie Millman books Sean Adams' LinkedIn leaning course on branding
Takeaway lessons from Sean Adams' Masterclass on Identity Design
00:18:50
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 journey
What makes a good logo?
When is it the right time to radically change a visual identity?
Drawbacks of changing your identity
Measuring brand equity to make identity design decisions
www.seanadams.design Resources mentioned on the podcast The Designer’s Dictionary of Color
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?
How to Create Transformative Brands with Emmanuel Probst
00:34:17
In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and anadjunct 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.
Resources mentioned on the podcast Brand Hacks Assemblage - The Art and Science of Brand Transformation marketingweek.com adage.com adweek.com mediapost.com Challenger Project - Eat Big Fish Financial Insights at Ipsos.com
Shireen Smith - Why and How To Combine the Three Disciplines that Impact Branding
00:10:16
In this episode, Shireen discusses the three disciplines that impact branding, and how different organisations might involve all three in their branding process.
How design and marketing impact branding.
Why intellectual property involves taking account of brand protection during brand creation rather than after a brand is created.
How the Google’s of this world intersect IP in their branding process.
How most organisations use a silo approach and fail to achieve an interdisciplinary approach and what to do about it.
How to use a holistic approach to branding and IP.
The BrandTuned podcast is to showcase the journeys people have had with their brand.
Our purpose is to foster greater business success and enable more brands to be built on strong foundations.
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
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 Oversubscribed
How 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 clean
What happens when you nail your vision and its simple, the clear message becomes a turning point for your business
How 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 marketing
Daniel released a new edition of his book Oversubscribed: How to get people lining up to do business with you in February 2020
The 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.
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 stories
Susan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand guide
Why your customer’s story is the most important story of all, the one to focus on
Showcasing what your customer needs will show you care about their problems
A good example of business storytelling in action is TOMS shoes who donate a pair of shoes for every pair they sell.
James discusses what’s involved to brand an early-stage business, and what work they themselves should ideally first do before seeking help with branding and communications.
The work that a company needs to do prior to working with James includes:
Proof of concept through research
Market size
Competition analysis
Price points
James’ agency then adds different ways to communicate with their customers, employees, partners and joint venture partners and the company vision.
Why the world doesn’t need more start-ups, it needs more great businesses
The three phases James takes his clients through when he is consulting with them:
Vision and Mission
Visual design
Execution
Why you have to focus on core beliefs as a startup to move forward and stand out
The importance of being able to clearly articulate your values
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Laura Janes of Uniquity Strategic specialises in marketing and branding in the financial services industry. In this episode, she discusses her process for branding companies that have had some traction and are focusing on actions to take them to the next stage of their growth.
With a background in financial services marketing at Lloyds and AXA wealth before setting up Uniquity to help SMEs in the financial sector with strategy, marketing and branding. Her mission is to build better financial services brands that matter.
As well as large corporate clients Laura specialises in companies with a turnover of £1 million +
Her speciality is financial services companies including wealth and financial planning businesses, mortgage companies and insurance companies
She starts her process with an in-depth workshop, looking at how they have achieved their success to date
Laura uses the three-word game to help clients identify their positioning and having stories that represent each of the words.
Laura’s favourite brand in the financial services industry is Monzo because of their visual identity and their overall customer experience is so good.
Stephen Willard - An Employee Centered Approach to Branding
00:18:20
Stephen Willard discusses his unique employee-focused approach to all things brand related, and how he goes about supporting his clients to identify new names.
To build highly democratic brands where employees feel a part of the process – something that appeals to Millenials.
Their approach to branding is bottom-up rather than top-down, ensuring employee inclusiveness across the organisation
He discusses his approach to developing new product names in the tech industry, financial services and insurance
His strong belief in empowering employees and rousing their emotions is his defining approach
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
David B. Horne - Add Then Multiply Approach to Achieving Unprecedented Growth in a Short Time Scale
00:30:22
David B. Horne on his methodology for scaling businesses, the impact of Covid-19 on business valuations, raising finance, and on his own plans. We also discuss how he developed his own brand.
His acronym FACE stands for: Fund, Acquire, Consolidate, Exit
One of the businesses he worked with achieved a growth of 25 x in just three years
Covid-19 and lockdown will affect business valuations, but investors are still looking to invest once the pandemic is over
Rebranding two companies can bring them together and unify them
Ronnie Fox - How a Focus on the Right Niche Led To Success
00:27:13
Ronnie Fox a UK lawyer, discusses how choosing his niche carefully helped him to build his personal brand during his long and successful career. Here’s a link to his law firm - www.foxlawyers.com
Became partner of a top twenty law firm two years post qualification
In March 1989 set up his own firm with colleagues and ended up specialising in employment work
Developed an interest in the psychological aspect of employment work which led to moving into partnership work
Formed the Association of Partnership Practitioners in 1998
The Association of Partnership Practitioners contributed to the development of the Limited Liabilities Partnership Act in 2000
Edited and wrote the preface for a book on Retirement and Planning for Retirement.
Will Critchlow - Growing and Selling his Distilled SEO Consultancy
00:37:41
Will Critchlow, who has recently sold Distilled, the international SEO consultancy that he co-founded discusses how he developed the brand in response to the needs of the business as it grew. They looked at what the whole organisation stood for, and what was their meaning in the marketplace as it helped them recruit the right people.
Post the sale of Distilled, Will retains Search Pilot, a SaaS product the business had developed.
Helping his father in his electronics business influenced Will's entrepreneurial leanings as he saw the time and freedom setting up his own business gave his father.
Brand came late in their journey. Reputation came first, then looking at what the organisation stood for later.
Used their company values to hire and promote members of the team they developed a checklist to evaluate candidates against their core values.
Built a training platform Distilled U both as an internal resource and as a digital asset with a subscription service
The most admired brand is Wistia run by some good friends of his. Loves the way they have infused their personalities and a sense of fun into their business
Stephen Fenton supports his clients to work out what they want customers to think, feel and do as a result of their brand. Winning client business was the hardest part of running his own business when he started out.
Stephen owns and runs Zeke Creative specialising in branding in the home and interior sector.
His agency specialises in high-end home and interior clients from small businesses to multi-billion dollar organisations
He focuses on brand creation, brand development and brand review, refresh and maintenance
As a result of the pandemic has been involved in helping a client develop a virtual showroom using 3d 360-degree images to allow a virtual tour.
His agency has a number of clients who he does tactical, ongoing work who have been with him for 10+ years
The brands he most admires are Bulthaup who are high-end kitchen designers and Perrin and Rowe brassware and tap manufacturers.
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Shireen Smith - Rethinking Your Brand? Use IP Strategically
00:11:07
Shireen introduces series 2 of the podcast explaining there will be a weekly release of a podcast episode, which will be a mix of solo and interview episodes. In this episode, Shireen discusses how businesses are adapting to coronavirus and the prospect of a recession.
For the next year, we can expect more uncertainty in business. Some businesses are pivoting to an online solution, while others are rethinking their offerings. It's important to consider IP strategically if you are rethinking your brand is Shireen's message in this episode
In addition to the podcast, Shireen is hosting a series of complimentary webinars to support the business community and take them through her TUNED framework
TUNED stands for:
Think IP First
Understand the ideal customer
Name it right
Establish your brand identity
Drive your brand strategy
In the future, there will be solo episodes discussing topics like naming and guests who support businesses to identify new names, or who can discuss values, purpose, IP value and so on.
Building a powerful brand is relevant to everyone from a startup to a growing business looking to attract more clients
IP should be part of a business and brand strategy as well as part of the creative process
You can register for the next webinar on 10 June 2020 at the Brand Tuned registration page and see a recording of the first webinar www.brandtuned.com/webinar-brand-tuned
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Chris Radford - How To Understand Your Customers Better than your Competitors
00:37:57
Chris Radford author of the book Attractive Marketing is a former marketing director of Pepsi and managing director at Head Sports. His business, Differentiate (www.differentiate.co) supports business leaders to create better marketing and sales strategies.
His methodology, called The Attractive Thinking Approach is based on these five steps:
Pinpoint - Understanding customer problems
Position - Solving them better than your competitors
Perfect - Creating Products customers love
Promote - Making sure customers can buy them
Pitch - Making it happen
He believes that people only buy emotionally from people they like but that they also want a product that leaves them feeling in control of a situation
Two simple tools he recommends to understand your customers better than your competitors is a customer interview and to survey the market using a research company that provide customer panels of representative groups.
Chris particularly admires Riverford the organic veg box company and their way of communicating with their customers.
Shireen discusses How Not to Brand Your Business in the 21st century and talks about the lack of awareness of IP, Brand names, the silo approach and the importance of combining creatives and lawyers when creating a new brand or revisiting an existing brand.
Society has been transformed by Coronavirus with many businesses having to operate exclusively online.
The lack of awareness of IP and the intangibles it protects can cause serious problems for businesses
Three core IP rights you have to consider:
Copyright
Trademarks
Confidentiality
How not to make the same mistakes Tesco did with Clubcard because they didn’t combine brand creation and brand protection
Why branding agencies should bring in the right expertise upfront if they are offering a naming service
Why an interdisciplinary approach allows for an effective creative process and protecting your IP for your online business
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Hannah's methodology comprises the seven core components of powerful personal branding. Her Scorecard helps you assess your personal brand to understand how well developed it is www.hannahpower.co.uk
Brands Hannah admires are:
Gabby Bernstein
Gary Vaynerchuk
Dr Joe Dispenza
Simon Sinek
Jeff Bezos
Steve Jobs
Bill Gates
Accenture
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Theo Williams is a creative whose superpower is to provoke new ways of thinking so retailers and brands can better realise their goals. He has held many influential designs and creative roles for the likes of Habitat, John Lewis Home and others.
After studying industrial design at Manchester University, he went to Milan in 1991 and stayed for 15 years
Has designed packaging for Armani. products for Alessi, cardio fitness equipment for Technogym all the way up to designing brands for John Lewis
He uses the five principles that are built into a product when designing the brand of the company selling the product
Currently, his typical project for a client is large and encompasses product design, packaging design and brand design including logo, name and messaging
He particularly admires Whole Foods and Apple for their consistent coordination and sticking to their fundamental principles.
Theo can be contacted through theowilliams.com
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Chrissie Lighfoot - Why a Brand Triage - Personal, Product and Company Brand - Increases Reach
00:41:57
Chrissie Lightfoot is a prominent international legal figure, entrepreneur, author and CEO of Robot Lawyer LISA. She has written two books including - The Naked Lawyer and Tomorrow’s Naked Lawyer.
Started in business before training as a lawyer in her mid-30s and used her own personal brand to bring in clients for the solicitor’s practice where she did her training.
After the launch of her first book, The Naked Lawyer in late 2010, she was asked to speak at a number of legal events around the world.
Has worked with many solicitors and barristers at different stages of their careers to help them with their personal branding
Has worked remotely with lawyers worldwide, mentoring them to niche themselves and dovetail their personal brand with their company's strategy.
Uses the brand triage - strong personal brand, strong product brand and strong company brand to increase reach and depth of reach
Developed Robot Lawyer LISA in 2017 to help automate legal agreements online
Chrissie admires Oprah Winfrey for the way she uses her brand to bring about positive change as well as David Beckham for his use of his personal brand.
Shireen Smith - Why Brand Protection is Important in Marketing
00:26:30
In this episode, Shireen Smith discusses the importance of brand protection in marketing. Surprisingly, less than a third of agencies register their names as a trademark. This suggests many designers and others who offer branding services have little appreciation of the relationship between brand creation and brand protection.
The ramifications of not registering a trademark are many:
You have no recourse if you have not used the name in business. So once you choose a name, register it for your brand.
Registering a company name or domain name won’t give you any protection and you don’t own the rights to the brand name unless you register a trademark
Securing your name as a word trademark is the priority and you can then register a logo, tagline, music and packaging or other elements of your brand later
Trademark registration gives you power. If a big business wants to use the same name, they’ll often offer money to buy your trademark if you have legal title.
The trademark registry in the US will not allow registration if there is any conflict with an existing trademark
Laws in the UK and EU are not as stringent
It’s advisable to use a trademark professional in the first instance as it is easy to get it wrong
It costs ten times as much to deal with a complication as it does to register your name in the first place
China is a case in point if you manufacturer in China secure local trademark protection to avoid your brand being hijacked
Trademark is just one way in which you protect your brand. Another is copyright which is hugely relevant and will be covered in depth in the future.
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Stephen Robertson - Accountant's perspective on IP Value and importance of IP foundations.
00:40:14
Stephen Robertson graduated with a law degree before qualifying as a chartered accountant with Deloitte. During his thirty years in corporate finance, he has worked in banking, angel investment and the PLC sector. He founded Metis Partners in 2003 to support businesses to maximise the value of their IP assets.
He believes in the importance of setting the foundations in place early for both a personal brand and corporate brand and not to ignore developing a solid product brand for your products so you can spin them off in the future if you choose.
Helps clients identify IP assets beyond traditional registrable assets such as software, trade secrets, data and analytics.
Strong IP has value when selling a business and when properly valued can increase the amount a seller can expect to receive.
Shows clients how IP can increase the value of a business when selling: for example through strong customer relationships built over time, software licences and trade secrets in the form of unique processes.
Helps clients understand that IP can only go onto their balance sheet at market value by separating it out of the business. Also he outlines the value in using a holding company to shield the IP assets of the business.
Guides clients to develop an IP strategy that is a set of objectives that protects their IP and allows their business to become more successful.
You can email Shireen at: info@azrights.com with any questions for Stephen
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Jeremy Miller - Brand Naming Process From Brand New Name Book
00:31:50
Jeremy Miller is the President of Sticky Branding, which is a brand building agency that helps businesses to have sticky brands. He is also the author of the book Brand New Name. He has:
a proven step by step process to create an unforgettable brand name.
enables entrepreneurs and marketers to name something after setting their strategy - ie what it is that the brand is or what the product or service will be, and how the name needs to perform. Establish some guidelines for success.
it’s essential to generate a lot of potential names because we are experiencing a naming drought, so the hard part of naming is not coming up with a great idea. The hard part is finding an available name.
Names like Kodak or Acura that are invented words provide an abstract term or an empty vessel. And so the benefit of that is you can breathe life into it in any way you want.
Brand New Name is designed to be a naming sprint. Bring together a group of employees or individuals that are involved in the whole cycle.
Instagramer Kail Letkemann is a startup individual and doesn't have any employees at this point. So he assembled a group of individuals that were friends, colleagues, other followers on Instagram and he put a sprinting team together. And there were eight of them that participated in the process. They were volunteers who loved participating.
You need to work with legal in some way. You're not able to do it on your own. So, engage a trademark lawyer early in the process,
if you know right up front that you're going to need, if you're building say, a Google or a tech products that's going to be used in multiple jurisdictions or even a financial services product that might be used in multiple jurisdictions, knowing that is going to be the most important and complicated wrinkle of the whole project because now you've increased the complexity of finding an available name exponentially. That might determine the type of name you choose.
Global does not come up all that often, the majority of companies are focused on specific markets.
One of Jeremy’s favourite brands is Twitter. It's a suggestive evocative name of what the platform is like and it inform their entire identity and ethos from the beginning.
If you have questions on this episode or any other of the past episodes and would like Shireen Smith to answer them on the podcast please send a voice message to info@azrights.com
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Shireen Smith - Continuous Improvement – Get Going with Your Podcast
00:22:37
In this episode, I discuss continuous improvement as a philosophy for life and business. I share my insights on why it’s important when tackling something new to not let imposter syndrome or the wish to be perfect get in your way.
In brief the episode covers:
Podcasting is the next marketing frontier
The way to overcome imposter syndrome
Understand the value of getting a podcast up and running
3 specific benefits that listeners will get from each episode moving forward
Things to learn and get right if you want to have a successful podcast
It’s possible with podcasting to make changes to your podcast and refine and improve it over time
Getting a bank of podcasts in place before you launch your podcast means you can get started less stressfully
You don’t need to be an established content creator to become a successful podcaster
A podcast is an excellent way to build an audience from scratch and position yourself as an authority in your industry
In practice selling a business usually involves preparing for a sale at least 2 years in advance. It’s about identifying potential buyers, creating competition between them, making the business the best it can be in terms of EBITDA, and being ready for the sale so that nothing holds you up when a buyer for the business is available.
Vague idea that they will grow their business and sell it one day
Exit is generally an end that isn’t well understood
Realise that for every success there will be many businesses that don’t make it to the other side.
EBITDA is the traditional method of valuing a business used by accountants, namely earnings before interest, taxes, depreciation, and amortisation.
Value certain parts of the business – such as stock, fixed assets
In practice, exiting a business comes down to focusing on increasing revenues so that you have recurring income (preferably on contract). Other value drivers include IP, technology or media doing the work (to produce predictable and high margin revenues).
Synergies within businesses can result in a valuation that is far higher than the company turnover or traditional methods of valuation might suggest
We are living at a time when any company, even your small business, could learn from these examples, and be savvy about how to increase its value
As the web and technology become more important in our lives, it means intellectual property is inevitably critical to businesses aiming to succeed in some way using technology.
Daniel Priestley believes that one problem business owners have is that they don’t believe their business would operate without them.
If you decide that you want to work till you drop then perhaps your exit planning should involve identifying a few competitors your executors could approach when the time comes
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Shireen Smith (from YouTube) - How to Increase the Value of Your Business Without Increasing Turnover
00:24:55
Building your business’ Intellectual Capital is the way to increase the value of a business because it’s the intangible assets that account for most of the value of corporates nowadays – as much as 70-80%. It’s important to note that intellectual property is PROPERTY and therefore needs careful handling.
Focusing on turnover is not necessarily the way to increase the multiple your business might achieve on exit
EBITDA – with its focus on increasing revenues is not always the yardstick by which a business will be valued
If there is a strategic fit, and a little competition from another potential buyer in the wings, a buyer may well be willing to pay a significant premium
Whatever stage your business is at – and particularly if you are at a growth stage or thinking about exit – focus on adding value to your business, you can’t look at IP soon enough
Examples of Sales Instagram, Whatsapp and technology companies Skyscanner
Intellectual capital includes
Human – that is the people element
Customer – all buyers of your products and services
Structural
Social
The human element comprises knowledge assets as described in the book Wealth of Knowledge by Thomas A Stewart. Strong customer capital is the value and strength of relationships that a business builds with its customers, and which is reflected in their loyalty to the business and/or its products and services. It’s a measure of the company’s brand. Douglas Atkin in the Culting of Brands maintains that the aim of a really successful business is to create a cult following among its customers.
Structural Capital - consists of the organisation’s infrastructure, processes and databases that enable its human capital to function. It’s the tools on which the organisation is built. They support the organisation to add value to customers. It includes the capabilities, routines, methods, procedures and methodologies embedded in the organisation.
Social Capital -refers to what makes social groups function effectively, such as the relationships between the various players, a shared sense of identity, norms and values. It’s a complex subject so a single definition of it is difficult. Social media is a component of this.
The objective when creating a valuable business is to focus on these different forms of capital and replace yourself so that it’s not about you anymore. Focusing on your systems and processes rather than purely on increasing sales and other revenue-generating activities enables you to increase the value of your business.
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Levent Yildizgoren - Building a Translation Business
00:34:11
Levent satisfied his burning desire to run his own business in 1995, joining his wife in her translation business, running the business from their dining room while bringing up a young family.
Levent’s background was in print, starting as an apprentice, he moved to production management and then to digital production. He was about to be made a director when he resigned to run his own business.
Running a team of translators, he and his wife focused on quality assurance, ensuring the tone of voice was correct for the customers' purpose.
They rebranded in 2013, but this wasn’t without its problems as the original name Levent chose and fell in love with couldn’t be trademarked, so they had to come up with a different name and settled on TTC We Translate.
They used the rebranding to emphasise their core values and how they are different to other translation companies
Their core values are - social responsibility, care for the environment, put people first, invest in people and they aim to align their core values with those companies they work with
Another aspect of their work is offering advice on cultural differences in different countries to help companies avoid making cultural errors
Levent particularly admires Amazon because of their customer service and their vision.
Shireen Smith (from YouTube) - 3 Facts About Copyright Everyone Should Know
00:23:34
There is quite a lot of confusion generally with intellectual property terms like copyright, trademarks, and patents. You need to have some understanding of these terms as they are a type of “property” that it’s possible to own, just like land. They impact every business nowadays in the digital economy.
It pays to be mindful of the longer term implications of your early actions when implementing new ideas.
Copyright is essential to understand if you want to create assets that will grow in value as your business becomes more established. It crops up in many different ways.
There is quite a lot of confusion generally with intellectual property terms like copyright, trademarks, and patents.
The types of copyright works which are potentially relevant to individuals and businesses alike include:
books, brochures and written content
music
films and videos
photographs, drawings, and illustrations
logos and packaging
computer programs, and games.
Copyright only comes into being when a work is fixed in some sort of tangible forms, such as when it’s written down
There is no copyright infringement involved as long as the recipe they write isn’t a word for word copy of your recipe with just one or two minor changes say.
When it is not clear cut an experienced copyright lawyer may be able to advise you, but ultimately if it’s really borderline whether there is copyright infringement or not, this is ultimately a question of fact.
Ultimately we all stand on the shoulders of giants and there is no completely original thought. So, if you’ve developed your ideas drawing from a combination of sources then it’s more likely than not that it would be your own IP.
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Shireen Smith - How Brand, Branding and Marketing Impact Your Business Success
00:22:18
Branding has become a bigger thing than its origin as a visual designation of origin of cattle. Today branding lives in a different world. The pendulum has swung so far that everything is said to be branding, even marketing and advertising are said to be branding. A better way to think about it is that branding is who you are—and marketing is how you build awareness.
If you’re a business owner wanting to know how to increase your success you need to understand what “brand”, and branding really mean and involve so you can take the right steps to develop your business.
We all have a name, a way of dressing, talking, and walking and subjects we are known for or topics we discuss. We have our own individual beliefs and opinions, and a certain personality.
As you become more known, you will evoke a certain response in others. The business will get a reputation, and its brand will develop.
One difference between a person’s brand and a business’ brand is that people tend to have an existing personality and style
Design is about how your business will work, not just how it will look.
The business’ identity is quite separate from your own personal brand even if you are a sole trader running your business singlehandedly.
Once you have worked out how you want to be known as a business you can get some designs to help support the overall impression and feelings you want your brand to evoke and convey
A common misconception people have is that you have to be a big household name to be a brand.
As founder of your organisation, you need to think about your vision for the business is
Branding is the activity of creating the visual identity for your brand.
Branding is as much about how you design your business as it is about your visual designs.
The visual identity would be the final aspect of the brand to put in place after you’ve thought through your brand strategy.
Branding gives your business an identity beyond its product or service. It gives consumers something to relate to and connect with
Marketing is more about bringing a product or service to market
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Shireen Smith (from YouTube) - What Business Are You Really In?
00:18:43
Asking yourself the question ‘what business am I really in’ is well worth doing periodically – the answer might just help you to discover hidden opportunities or an angle for business development that you otherwise wouldn’t have considered.
Somewhere along the line cinemas began to look at their business in a different way
The classic example that is given when people are talking about this topic of what business are you really in is the railroads
The businesses that best understand the customer and create solutions that the customer wants to buy are the ones that ultimately win
Kodak is a cautionary tale that illustrates why it’s imperative to stay relevant to customers
I see a potentially worrying parallel for many law businesses such as my own intellectual property law firm
Clients need to get a brand, create an identity, and protect their intellectual property
Customers face real problems attaining a brand that’s legally protected and makes them more money because they often don’t know who to turn to achieve that goal
The intellectual property dimension falls by the wayside because its relevance isn’t that obvious to clients or to the agencies they use
Once the brand is created, businesses are unsure how to promote themselves
Clients need to promote their business to get customers and build their brand online
Smaller businesses lack the insights into brand management so don’t get the best from their branding spend
It makes complete sense for us to offer products and services related to intellectual property to support clients to get a helicopter view of their business, build effective brands, and have a more joined up approach to marketing
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Shireen Smith - Why Have a Brand Strategy for Your Business? Part 1
00:22:35
Whatever your circumstances, setting your brand strategy can be really useful whether you’re branding a new business or rebranding an existing one. Start by considering what your overarching ambition and vision is for your business. Thinking through your brand strategy over a period of time helps in clarifying your vision, mission and values.
Aligning your personal and business goals gives you the right mindset to achieve your ultimate objectives
I believe there’s huge value in testing your ideas for a new business concept first before spending money on getting a visual identity, trade marking, and the like
Think about your brand strategy gradually, make notes, and keep updating your thinking
To stand out a brand needs to be legally distinctive, not just visually noticeable
In the 21st century it’s necessary to use IP to brand your business effectively
The name plays a fundamental role because many actions by competitors that you might want to stave off involve the brand name or brand designs
What associations do you have when you think of brands like Ikea or Apple?
What brand promise do you want people to associate with your business?
“Brand” is why we expect one thing when we come across a SWATCH and another when we hear the ROLEX name
Brand strategy also involves thinking about how to create a customer experience, branding, and communication messages to support the impression you want to convey
What quality or outcome do you want to deliver consistently and reliably
You should have a clear vision of the business you’re building so you can design your business to support how you want it to be known
The aim is to create a brand that comes to mind when consumers are looking to buy the product or service you offer
Work out WHY you do what you do
Nike’s purpose is to bring inspiration to every athlete in the world
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Shireen Smith (from YouTube) - Brands Staying Relevant at a Time of Deep Crisis
00:13:10
We’re all in distress mode, and as such are more likely to pay attention to the brands that engage with us in the right way. The right way is to avoid being perceived to be a crisis profiteer. Instead lead with the emotional journeys of your customer, with your purpose and the power of your personal brand.
The best brands are responding in a human way, with compassion and empathy
It’s easier to be seen during a recession than during a boom when there is a lot of noise
We tend to tune out most messages in order to cope in a noisy world
We are having to adapt to the changes
Providing support to help people get through this crisis, answering their questions whether on webinars or posted within the groups, or in other ways
Now is a great time for seizing that opportunity because the world has shifted and people are having to change their normal behaviour
Remember you have a window of opportunity right now to earn the trust of customers
We are out of our normal routines, so we are listening rather than in auto pilot mode ignoring most messages
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Shireen Smith - Why Have a Brand Strategy for Your Business? Part 2
00:18:46
An effective brand strategy should provide a central, unifying idea around which all behaviour, actions and communications of the business can be aligned. It should work across products and services and will be effective over time. The best strategies are so powerful that they deflect the competition.
Think about what deep beliefs you cherish above all else
Think about what is your overarching ethos or the values by which you want to approach everything you do in your business?
People apparently buy why you sell the product you sell
It’s about the solution, the difference you will make in people’s lives
It’s not about how you differ from your competitors. It’s about the difference you make to people’s lives that should be your focus
Talk about that difference and value you bring, the outcome people can expect when they choose your business
Your values form the basis of your Mission and Vision statement
Often there is no urgent need to change your brand designs if you already have a visual identity
The brand strategy is essentially about creating a growth platform for your business
As part of your brand strategy consider what your brand personality will be
Making our communications effective in the face of an overload of information out there in a noisy world takes some thought
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Shireen Smith (from YouTube) - Why Begin With the End in Mind
00:18:23
People assume branding is about getting pretty design work done, whereas the visual identity is the last thing to work on not the first. You just need some inexpensive designs initially while you test the market, and focus on designing the actual business itself rather than its visual appearance.
Studies have shown that living a life of purpose leads to better health and overall happiness
Working Out My Purpose
Those Who Always Knew Their Purpose Are Rare
Background Behind My Career Choice of Law
Intellectual Property and Business Are Intertwined
People simply need to adopt recommended processes and then induct their team to follow them when implementing new ideas
One problem is that people assume branding is about getting pretty design work done
Another problem is that people don’t realise how vital it is to register their rights once they undergo branding
Businesses tend to change radically in the early years
Education and a commitment to working on the business is what branding should involve in the early days
Trademarks and IP, Business and Branding
Providing a multidisciplinary approach when branding a business is the key to ensuring that businesses undergoing branding increase their chances of success
Whether you’re looking for employment or are starting a new venture it’s vital to ask yourself some searching questions
Aspirations change over time
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Alex Hamilton, CEO and founder of radiant law. He took his knowledge as a lawyer specializing in outsourcing technology and commercial contracts to create a groundbreaking innovative new law type business that he built up from the ground up. He speaks about his journey of founding a law company and how the business developed and sustainable.
There were five of us who started the business, and most of us had been partners previously, so we had lots of contacts
About three years in we had a rebranding exercise and came up with a current logo and look and feel which we've pretty much stuck with ever since
I massively underestimated how hard it would be to put a new kind of business model in place in the law, to build up the business
We have refined the values over the year, but it's more a question of simplifying them rather than changing them
Start with the customer's needs, and that is absolutely fundamental to our thinking and we do keep coming back to that
We distribute responsibility across the firm and you can have quite a lot of responsibility as a junior lawyer
We do like kind of global market data contracts or content licensing agreements or service agreements and so on
It is very different, I think from a traditional law firm which emphasizes, I would say autonomy of partners, in terms of they can operate anyway they like, obviously, they, in turn, require the junior lawyers working for them to work in very particular ways
What we found most successful is feeding data back to the individual team members so they can always see how they're doing
a lot of companies were sceptical about buying remote legal services, and have accepted it now in view of the lockdown
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Shireen Smith (from YouTube) - Part 1 Licensing And Franchising, What Is The Difference And Does It Matter?
00:14:01
There is widespread confusion about an aspect of franchising and licensing which is caused by the difference between the laws in the USA and the UK. So, I will be clearing up the confusion that I see in many articles online.
Franchising is a way to scale a business once the business model is successful and proven
A franchise agreement will usually give the franchisor the ability to control how the business is run
The franchisor is expected to provide support to its franchisees in the form of marketing, access to trusted suppliers, systems, and other resources and skills
Franchising a business involves finding franchisees with the necessary skills and experience to operate branches of the same business
Licensing is essentially how you exploit intellectual property
Franchising is a type of licensing arrangement
The details of the terms and conditions in a licensing agreement will vary considerably depending on the business transaction you’re aiming to achieve
Before you embark on licensing it’s essential to ensure you have the necessary intellectual property rights in place
Another example of how licensing can be used involves giving access to your methodology for doing something
Using the wrong terminology, such as giving an exclusive licence to someone can destroy the owner’s rights to exploit its intellectual property
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Tommy Balaam - Creating His Business and Growing it Through Franchising
00:32:20
Tommy Balaam founded his business Captain fantastic, a children's entertainment franchise operation which is voted UK is number one children's entertainment company.
He set up Captain Fantastic because, at the time, there was a lot of people doing kids parties were, older dads weren't trained actors
He gradually built up and then he got 40 entertainers that worked for him
First children's company that did a toddler group online
Started doing our online parties, and used zoom for parties
Doing parties in America, Canada, New Zealand, South Africa every, - UK business was global
"I want to be unique, be my own, and then you can grow it"
The big goal is really to get on, you know, children's TV
Now to make money as a performer, it's literally just business skills for actors
Brand changed over the last 10 years
Each time you do a franchise, you got to really know who your client is
Shireen Smith (from YouTube) - Part 2 Licensing And Franchising, What Is The Difference And Does It Matter?
00:17:09
When it comes to licensing a business format, whereby you grant a third party the right to replicate your business, the important point is that franchising traditionally involves a number of formalities and costs that you can avoid when you choose the licensing route
One way to scale their business is to issue a licence to a third party to deliver a related product under their brand name
Grant a licence to someone to sell your product under their own brand name
Luxury brands are highly sought after for licensing, as their brand brings a cachet to the product to which they lend their name
Pierre Cardin is a classic example of this, by engaging in indiscriminate licensing, it devalued its brand and lost much of its cachet
One of the key issues is how ownership, control and use of the brand can be spread between different businesses
Why the Distinction Between Franchising and Licensing Matters
It’s not possible to escape the regulators’ attention by passing off a franchise as a licence because the law looks at the essence of an arrangement rather than its name
Business owners in the UK can, therefore, be misled into believing that franchising is their only option
Franchising gives you the potential for national and international expansion, rapid growth with lower capital outlay.
My suggestion, if it would work for your business model, is to give yourself time to evaluate whether franchising is the right option by testing the waters with licensing first
Licensing is a type of legal agreement for exploiting IP that is highly flexible
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Kitty Newman - How People Can Manage Their Social Media
00:36:49
Kitty Newman of TrapezMedia runs a social media agency which she set up herself, so we hear about her business journey with that and her suggestions for how people can manage their social media.
She has been in digital marketing for the last 12 years and started working in online marketing after a previous job in a call centre
She set up her own business four years ago
As an agency, they work on any ad on any platform, but when they look at a new client, they will definitely look at what's right for them
"I love hearing about the kinds of ways to put things across and the way to get people talking to you about their business"
As mandated service they will post every other day someone on Instagram or LinkedIn or Facebook, Twitter will do twice a day, tweets twice a day
During the first month, Kitty says they go through and audit all the channels, look at what works, run some reports and look at what your customers are engaging with
She suggests trying to get your content written up ahead of time.
You need to consider strategy within your social media as she says
As she mentioned, you need to consider your tone of voice, your messaging, your call to actions, your creative your brand
Learn what she thinks are content pillars
She suggests if you're not having the desired effect, then let's look at what's what's going on for that
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Shireen Smith (from YouTube) - Are You Getting Engagement On Your Social Media Posts?
00:17:53
Over the last few years, I have really enjoyed creating content to share my thoughts about brands and IP because that is how I refine my thinking and develop new ideas Although it is sound advice to double down your efforts to one or two platforms, I do believe it is more important to be everywhere first. I guess I prefer to build an omnipresent brand
Gary Vaynerchuk’s advice is to engage more with others’ content if you want engagement with your content
Is there any point to my providing education and information for the world to freely take and use?’
I know this is a long-term game, and deep down I am confident the lack of massive engagement does not really matter, that I continue
Likes and comments aren’t the right metrics to focus on for anyone
Continuous improvement is something to strive for in every facet of the business, if not in life
Better to keep a presence on them all and then home in on improving your presence on your one or two platforms of choice in due course
There are a lot of silent listeners out there
You need clarity to build your brand, and brand strategy is something I very much help my clients with using our Brand Tuned offering
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From Corporate Executive to Building A Personal Branding and Marketing Business
00:42:25
Jeff J. Hunter builds personal brands for accomplished CEOs and founders, who are ready to leverage their business achievements to become influencers in their category. He explains his processes and what are the best marketing and branding trends at the moment.
He has always been in IT, and got really good at one particular skill, which is virtual teams, he used to manage and build virtual teams.
In 2014, when he actually built out a team of his own dedicated hired them, internally, even though they're all virtually, they were all people that are dedicated to him.
By 2016 he had grown from basically a company of one to two people, to over 20 contractors, that work dedicated to him, and now he has 87 people that are all 100% remote
Jeff looks for people that are tenured, and age isn't really the big factor for his business
He has two businesses, the marketing and branding agency, and 70% of his revenue comes from his second VA staffer business
He made a switch from being a cost for people to being a revenue driver doing marketing
His business has finally got to a point to where it runs itself. He doesn't do the hiring, he doesn't do the firing, he doesn't do the training. The only responsibility that he has in his business is a call at nine o'clock in the morning, that goes about one hour with his project management team.
It's about having a deep emotional connection to your audience. It's about being relevant and omnipresent in your industry
His favorite way to do marketing right now, which is totally under leveraged by most people is actually podcasting
Shireen Smith (from YouTube) - The Knowledge Economy - The More You Learn The More You Earn
00:08:44
Growing a brand involves a lot of self-education. I doubt it is enough that the entrepreneurs to just hand over to a creative agency, get their brand designed and to just continue to grow the brand. You need to really understand how to use the brand to grow, so reading widely is recommended.
Many entrepreneurs I know talk about their coaches unlocking the path to progress for them, but so far I’ve never really done more than dabble in hiring coaches, even for fitness
In this new world of online digital assets, we need to develop the skills to get maximum benefits from them
In terms of ways to access knowledge, as a self-professed bookaholic, I own more books and kindle books than I will ever get a chance to read in my lifetime
My subscription to Audible has enabled me to consume numerous books as I go about my daily activities – such as when I’m walking or cooking
The beauty of this is that I can now try out an infinite number of books as I am out and about moving from one place to another or when I’m in the kitchen
Taking action is then essential
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Shireen Smith - Brand Purpose Leads to More Success
00:31:15
Purpose, why the standard business advice nowadays is to have one, the considerations when you do have a purpose, what to do to identify one for your business, I detail how I found my purpose in case it helps you in identifying yours.
The new digital environment has changed the forces that drive business
If you’re in an industry which intrinsically has a social impact so that you can do what you do in a more sustainable way you can readily demonstrate purpose
It is a bad idea to build in a purpose if it just isn’t there because it’s not going to be enough to just state your purpose
This emphasis on purpose has something to do with the millennial generation
Study after study urges companies to be purpose-driven
Simon Sinek picked up on this theme of purpose in his best-selling book Start with Why which sets out to demonstrate that a purpose-driven team achieves so much more
A purpose that your team members can get behind needs to be a high-level aspirational reason for existing and acting in your business
Purpose-driven organisations stay core to their mission by always keeping the “why” in mind
I have personally found it quite an elusive exercise to identify my purpose
Ted’s purpose is to spread ideas. They look for ways to make this purpose come to life
Only 15% of employees have an emotional connection to the company they work for
Research exists to show that consumers value brands that support charitable causes
If you can’t identify a purpose yet, then my suggestion is to just use mission and purpose as interchangeable terms
Personally, I have been interested to try to identify my purpose, what fulfils me, out of sheer curiosity
As Steve Jobs put it, doing work you love is important
The 17 sustainable development goals to transform the world
I kept revisiting my brand strategy, and recently when I was thinking about my purpose again, I had a flash of inspiration
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Shireen Smith (from YouTube) - Managing Your Brand
00:06:24
To better understand how to think about your branding, start by considering the associations you have when you come across successful household name brands such as Disney, Ikea or Apple.
When we buy Apple products, we expect to get something well designed, intuitive and easy to use
Every brand has its own distinct ‘identity’ and ‘promise’
A brand is ultimately about substance rather than surface visual imagery
Brand Value: The Brand is a Valuable Asset
The name is a very important component of your brand identity and should be chosen with trade mark law in mind
The question of brand management is an important one because it is often absent for small businesses
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Shireen Smith - How to Use the Brand To Guide your Business Journey.
00:28:52
In this episode, I discuss what should be included in your brand book, not just brand guidelines, once you’ve been through a branding exercise. There’s useful information in there too about how to position yourself to be more distinctive in your market.
Many businesses I come across or who I interview on the podcast have, like me, just had designs created for them in the name of branding
A comprehensive branding exercise should provide you with a strategy that is a central, unifying idea around which all behaviour, actions and communications of your company can be aligned
Business success is much more about how effective you are in running your business than it is about your visual designs
While I am still writing my brand book, I have learnt a huge amount from the exercise, which will inform the new book I will be releasing in 2021
The strategic direction is hardly ever articulated verbally in a brand book by designers. Instead, you tend to get brand guidelines, which are essentially a style guide
Having clarity around your positioning is key
A comprehensive brand book would drill down into the language you would use, words you would or would not say even
Your mission is all about what your company aims to do
Strategy is something you use long term to inform your decisions
My experience with brand guidelines is that is not always comprehensive enough in scope to guide others in all the different situations when the brand needs to be used in a consistent way
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Shireen Smith (from You Tube) - How to Start An Online Business Taking Action In the Right Order
00:16:07
Setting up an online business is relatively straightforward and cheap to do. You can have a basic website up and running for very little cost. That’s why it’s ideal to focus your money and energy on testing the market and properly thinking through your proposition
The more thoughtfully you implement your ideas when starting your online business, the fewer actions you’ll need to undo or redo later
Being mindful of where you are right now will help you to reach your end goal faster and more effectively because you can more properly plan how you will get there
Online businesses can be set up very inexpensively, so it’s easier to test your concepts first, and it’s extremely important to do so
The first decision is whether to form a company and trade with limited liability or whether to operate as a sole trader
One of the earliest considerations for any business will be its trading (brand) name
To come up with a brand proposition that’s compelling and unique involves working out your purpose, positioning, brand personality, values and more
Unless you’re getting a low-cost website with little functionality do take legal advice before engaging a web designer or developer
Avoid doing things in the wrong order and your path to success will be much swifter
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Janis Carmena, the Ecommerce Queen Bee, talks about what started out as her Amazon Side hustle and how she grew her online business.
She would buy the same things as other people would, and they would compete together on Amazon
She started building brands and got two six-figure brands going now one is a whole line of reusable straws
The big thing with Amazon is you have to differentiate
She suggests you to check the competition's reviews, that's how to make your product much better than your competitors because the client already tells you in a review, so read them all
There's actually quite a lot of competition on Amazon from third-party sellers
She is trademarked in Canada, and then she did what's called Brand Registry down in with Amazon
"I was reading about Amazon and its approach. They prefer wordmarks. For that reason that it actually gives you a monopoly over the words, a logo mark, you can register anything as a logo"
She has a bootcamp and guarantees you at the end of boot camp, you'll have your own Amazon store up and running, at least have the store so then you can figure out how you want to start selling on Amazon
When it comes to brands she admires, she really likes Tesla, their marketing and how they have situated themselves in the marketplace
Shireen Smith (from YouTube) - Brand Names and Trademarks – What We Can Learn From Oscar Wilde
00:24:54
Some of the problems stem from the fact that a name needs to do some of the heavy lifting in order to market the business, and yet if it veers too much towards a description of the services, it can’t function as a trade mark, which means everyone else can also use the name. So effectively, people in that position are throwing their marketing spend down the drain, as it benefits their competitors as much as themselves.
When we first meet someone, that person’s handshake, their demeanour, clothes, and the way they speak all create an initial opinion about them
There are ways in which we all tend to feel different, even alienated from the world around us
A brand that attains cult status has a protective shield to stave off adversity that could seriously damage a lesser brand
The first impression includes the designs, but design is not the only factor that matters
The Name Is The Most Important Decision You Make
A name does indeed carry certain connotations, and is far from being just a randomly arranged set of letters
A lot of the big well-known companies have put a lot of thought into their names- Google based its name on a mathematical term, whilst Amazon chose its name due to its association with the South American river
Nowadays there is widespread awareness of the importance of being authentic
A brand is about delivering on a specific promise- it is something a business is known for
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Paul Mitchell is an authority on franchising, he is a seasoned entrepreneur, franchisor, and fellow author of the book, Franchising Freedom. He explains all about franchising and what you need to know before getting started, what to expect from it and also speaks about what brand and branding is for him.
In this episode Paul shares, the biggest challenge for most would be franchisors, on how to get started and recommends engaging with consultants.
In brief the episode covers:
Valuable insights about franchise
The biggest challenge in franchising
What you should consider when franchising
Paul’s insights on how he started his business
The good practices and proper procedure in franchising
Shireen Smith (from YouTube) - What is Intellectual Property and What You Need to Know About It
00:24:40
In this episode, I discuss intellectual property rights, which cover intangibles. IP is a huge body of law, consisting of individual series of rights known as patents, trademarks, copyright, designs, and confidentiality and each of these is a vast area of law.
I discuss that every time you create something new or set up a new project it's important to consider confidentiality, trademarks and copyright. I also share my insights on why IP is the nuts and bolts of your business.
In brief the episode covers:
Raising awareness of IP
The problem with IP at the moment
IP is the nuts and bolts of your business
Patents protect the way things work and how they function
The protection involved when you're creating a name
What you need to do wherever you are located in the world will be the same in order to protect your position
Three rights that come into their own — confidentiality, trademarks, and copyright
Trademarks protect your names, your logo and your distinctive branding
Your website, music, images, content, any software you have are protected by copyright
The idea behind trademarks is that terms that other traders need to use should be kept free
Naming is very important to suspend your beliefs about what makes for a good name
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
The Why and How of A Perfect Pitch for your Business
00:29:18
In this episode, Chala Dincoy, the CEO and founder of The Repositioning Expert and the host of her own podcast 'Polish My Pitch' shares the journey of how she created the brand for her business and the three ways you can differentiate your brand.
She also shares coaching tips and the formula to the perfect elevator pitch — how it should be based around your super niche. In this episode we cover:
Enhancing your coaching skills
The formula to a perfect elevator pitch
The brand Chala particularly admires
How to tell if a business has a good niche or not
Creating a brand for your business — three ways to really differentiate yourself
How she help’s people solve positioning challenges and grow their sales
The biggest mistake that's paralyzing small businesses right now
How she started her business and the challenges she faced
How she pivoted her business online once the pandemic started
Shireen Smith (from YouTube) - How to Protect Ideas Against Theft by Competitors and Others
00:25:59
In this episode, I discuss why keeping ideas secret is fundamental to protecting them. When you have a new idea, you’ll need to carefully weigh up who you disclose it to and how. I also share why confidentiality is one of the core three IP rights, and it’s a very important way in which ideas, systems, processes, and databases are protected.
Topics discussed in this episode:
How to protect ideas against theft by competitors and others
The importance of confidentiality
How the patent system works
The rationale behind IP
When to use a non-disclosure agreement (NDA)
The case of Microsoft’s Tablet PC versus Apple’s iPad
How to maintain your competitive advantage
The use of confidentiality to keep methodologies and recipes a secret
Key Takeaways:
Keeping ideas secret is fundamental to protecting them
Confidentiality is one of the core three IP rights
Every great innovation began simply as an idea in someone’s head
Why the patent system will only grant a patent on innovations that are not in the public domain
The trade-off that the state gives us for revealing our ideas is a monopoly right
Copyright does not protect the underlying ideas but it only protects the way you express them.
Copying of ideas may pose a serious threat to your business
Why the state is constantly doing a balancing act
Protecting your ideas against competitors and others
How an idea is implemented determines how well it’s received in the market
What’re the huge commercial advantages to being first to market
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Alison Edgar - Understanding Secrets of Successful Sales
00:30:09
In this episode, Alison Edgar known as the Entrepreneur's Godmother, who is a successful international speaker and the author of the best selling book Secrets of Successful Sale, explains that sales is actually about listening and really understanding what your client needs, not what your client wants.
She shares the methodology around behaviours and one of the important thing in sales is to treat people how they want to be treated and this is the key to understanding people’s behaviour.
Alison discusses why sales for her doesn’t come from a script and it comes from a genuine interest in the customer. In this episode we discuss:
The story of her name Entrepreneurs Godmother
Her approach with mentoring and coaching
What brand she particular admires
The methodology around behaviours when it comes to sales
What are the limiting beliefs in sales and how you can overcome it
The importance of why your brand should stand out especially in the marketing space
Understanding the correct sales process and asking the right questions to give you the right strength and confidence
Dyslexia - as being the biggest challenge Alison faced at the start of her career and business and how she overcame it
Shireen Smith (from YouTube) - Why Understanding Intellectual Property Limitations Helps You to Be More Commercially Savvy
00:21:27
In this episode, I share the fundamentals to understand if you are serious about your business. IP is business, it’s not just laws you can leave to the lawyers which is such a misconception. I share my insights on securing a trade mark, the importance of developing IP skills and the knowledge that you need in your business.
Once you let the world know your ideas; such as by publishing them, then the law will protect the way you have expressed your idea. This is so important to understand as a limitation of IP rights because it will help you to protect your business. In this episode I cover:
Securing a trade mark
Copyright protection
Deep understanding of intellectual property
Protecting you’re business against copycats
How Google built itself as one of the largest brands thanks to intellectual property
Developing IP skills and knowledge that you need in your business
Developing your commercial awareness — understanding IP and its limitations
Intellectual property — avoiding the need to sue or the risk of being sued
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
In this episode, Simon Banks, a video strategist with 30 years of experience in the media & video industries and the author of 'How to Get Video Right' - The essential guide to video strategy explains how he helps business owners to get video right and create effective video content to increase sales to grow their business.
He shares that people associate brand with the visual identity, video brand guidelines, how he started his career and the challenges he had in setting up his business. We discuss:
The journey of his career and business
Challenges that he had at the start of his business
Helping business grow with video
Video brand guidelines
How to make a video effective by having a plan or strategy
Video as the most effective way of communicating
Simon’s experience of creating his brand and how did he develop it
Tips for businesses that are trying to get video right
What you need to keep in mind when creating video content
My aim in this episode is to answer 3 essential questions about what copyright is by giving you:
Examples of copyright
Reasons why you might want to have copyright
Some ideas for how to avoid some common copyright problems
Copyright is very wide-ranging in scope. Some examples of what it protects include:
Photographs
Maps
Drawings
Typefaces, music and videos
Works of art and performances
Software
Books
Content on websites
Videos
Logos
It is important to note that copyright is a property right and think of copyright as you might think of a plot of land, even though the example of copyright are intangible, they are nevertheless considered assets.
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Alex Bodini - How to Manage a Successful Digital Marketing Agency
00:29:18
Alex Bodini is an e-commerce entrepreneur running 5 businesses including the UK’s #1 social media agency, Spin Brands. He explains how he helps business scale using digital marketing and how to achieve engagement on your social media.
He shares their business and brand journey, how they evolved their business, their mission and the values that created their identity. In this episode we cover:
Alex’s views on branding
What is ambassador marketing?
Spin Brand’s business and brand journey
His background and how he started his five businesses
How they work with clients and the challenges they had
The power of social media platforms to put yourself on the map
Achieving scale in terms of digital footprint
Social media management and measuring of engagement
Three things they help client’s with — organic social management, paid social media and ambassador marketing/influencer marketing
Shireen Smith (from YouTube) - Intellectual Property – The Challenges of Protecting Ideas
00:15:09
In this episode, I talk about how intellectual property comprises copyright, trademark, design, patent, and confidentiality it means that the actions necessary to turn an idea into reality will differ depending on the type of IP that idea would generate once it’s implemented.
I share how everything begins with an idea, every idea invariably results in an intangible manifestation of it once it’s brought into the real world. In this episode I cover:
Leveraging IP and its value
Turning an idea into IP – namely a trade mark
The significance of intellectual property in today’s digital world
Personal experiences in handling intellectual property matters
The overall objective of building a brand, product or business
How you can approach intellectual property
Addressing intellectual property by doing an IP audit & take corrective action
Intellectual property – being proactive at the early stages of any project
Dominic Wells, the founder of Onfolio helps his clients to invest in websites buying and building content websites, he explains the hardest part about a content website is getting it to rank highly in Google in the first place and how he manages to do it.
He also discusses podcasting how it’s a growing media, finding a niche is super important and the ability to execute and create content that people would want to read and getting it in front of people. We discuss:
How Dominic started and launched his business
What is a content website?
Buying quality content websites
The price range of content websites
How you can turn blogging into something profitable
Podcasting & video — a growing medium for content
Why having a niche is super important
His experience creating his brand
Turning an active investment into a passive investment with selling websites
Shireen Smith (from YouTube) - Why is Failing to Capture Your Intellectual Property a Costly Problem?
00:09:33
Have you successfully captured your intellectual property? Why is failing to do so a costly problem? Let’s look in more detail at the disastrous consequences of failing to capture your IP.
Topics Discussed in this Episode:
Why it’s not enough to simply register a trade mark
Why it’s important to take great care of trade marks
Why failing to address IP can result in lost opportunities
What to do when you discover gaps in your trade mark protection
Key Takeaways:
It is surprisingly easy to overlook the importance of IP in the early stages of the creative process. Some people believe that tasks like choosing a business name for a new product or service do not involve legal considerations, that they can pick any name, do a check on Google, and if nothing untoward is found, proceed to use the name.
It’s actually trade marks that govern ownership rights in names, so it’s essential to search the trade mark registers. A Google search is not enough. Not everything you need to know about a name shows up on Google. People risk losing everything overnight when they use names that don’t take account of registered trade marks of others.
Online searching has its place but it’s no substitute for information focused on transforming ideas into reality. While there’s a wealth of information on the web, a crucial issue when it comes to intellectual property advice online is that much of what you find is generic, sometimes outdated, inaccurate, conflicting, and may vary depending on where you’re based.
Action Steps:
If you’re an inventor, writer, coach, marketer, creative or entrepreneur, you need to know how to identify the various IP rights you’ll be creating as you turn ideas into reality. Some basic tools at your fingertips will help you take initial steps to protect IP like doing due diligence.
When you have new ideas to implement, you’ll need to know the right actions to take, the right processes to use to protect IP that’s being created.
If you discover gaps in your trade mark protection, find out how to address them with the help of education and DIY. And consult a lawyer if you have remaining questions.
Shireen said:
“The internet has revolutionised the way we look for information, entertainment, and even relationships… So it’s increasingly common for businesses to look for legal advice online, too.”
“If you don’t know what you don’t know, how can you search for it or know whether you’ve found out everything you need to know? ...You need to learn to do things properly if you’re going to do your own trademark registration.”
Thank you for listening!
If you have any questions, connect with me on your preferred social media platform. I’d love to help. And if you’ve learned from this series of podcasts, do consider leaving a review.
Improving Your Profit Growth by Differentiating Your Business
00:35:12
In this episode, Mary Kelly, who is the author/co-author/editor of 15 books on business, leadership, productivity, and personal finance and has spent 25 years in the Navy and now she improves corporate profit growth explains her journey from being in the Navy to starting her own business and she gives some valuable tips on how to establish and differentiate your business. We cover topics on:
How she turned speaking, consulting and advising into a business
She answers the questions on how she accelerated speaking right from the beginning and how she gets paid for speaking
How to start a business and knowing your target market
Understanding your target customers
Product differentiation
How to stay on top of your client’s minds
Productivity tips to narrow your focus, make it easier to get things done and take the right action that's going to build your business
Shireen Smith (from YouTube) - How to Protect a Trademark Internationally
00:08:38
In this episode, I cover how you can protect a trade mark internationally. Trade marks are your “badge of origin”, and serve to identify your products and services. Without trade marks, it would be impossible to find the products and services we like and to avoid those we don’t.
Trade marks are tools enabling consumers to identify products and services they have enjoyed and want to buy again. It gives you rights in the country or territory where you register. In this episode I cover:
Trademarks protect the reputation and goodwill of a brand
What are the most commonly registered marks?
Any sign unique to your business may be registered as a trademark
Trademarks are territorial — you need to register in each country you intend to trade
Situational examples of securing trade mark rights per territory
In this episode, Julie Barber, the author of ‘Investor Ready: The guide for startups on getting investors to say Yes’ and the CEO of Spark! Consulting shares how you have to create brands within the organization, her experience and process of helping businesses grow and her definition and explanation of brand.
Julie talks about how they help startups and scale-ups who need to prepare for raising investment so that they are confident and credible in front of investors. We cover topics on:
Creating brands within the organization
Spark Consulting’s brand journey
What is pre-seed, seed and series?
How to prepare your business for investors
Investment strategy
Brand as an important element in creating documents to take to investors
Why brand is an important part of building a consistent and powerful picture of a single operating company
Shireen Smith (from YouTube) - Trademarking a Colour
00:13:18
In this episode, I cover topics on what you need to know when it comes to choosing the best brand assets to create, and which to prioritise creating and protecting. I also share what you need to know when you know when securing a colour as a trademark.
Why would you want to trademark a colour given that colour is difficult to trademark, and is part and parcel of every visual identity, even those that opt for black and white? It is rare to hear of someone having to rebrand because they’re using someone else’s colours after all. In this episode I cover:
The important objective of branding
The purpose of trade mark
Securing a trade mark for a colour
What triggers mental associations to the brand?
Enforcing your rights in logos
Examples of non-conventional trade marks
Colour & visual identities — a great communicator of a brand’s values and messaging
What anchor’s association in your customers’ minds about your brand name — logo, brand colours, shapes and other visual elements
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Stop Assuming Your Customer is A Big Sophisticated Brand
00:19:12
In this episode, I uncover what's important in branding and strategy. I share the importance of SMEs, giving light on how small brands are not given that much attention and we should stop assuming that all customers are big, sophisticated brands and treat them appropriately to the stage that they've reached in business.
I talk about how every brand, category, and customer has its unique attributes, strengths, weaknesses, competitive set, and distribution challenges. I share my insights on what you need to focus on to ensure that buyers know who you are and how to buy from you when you’re a small brand. In this episode I cover:
Branding & Intellectual Property
What's important in branding and strategy
The five stages of development for small and growing brands
My insights on ideas around brands, branding and marketing
Marketing brands at the maturity stage
Consistency of branding signals
Finding a coherent blueprint for small brands and how to take account of intellectual property
Intellectual Property — a core discipline that everyone in business and branding should learn
Intellectual Property — why it needs to be borne in mind during brand creation
A brand is more than a snazzy logo – but what else is there to consider when building a brand? Do you really need a brand for business success? And what has intellectual property got to do with anything? My latest book to be released in September 2021Brand Tuned: The new rules of branding, strategy and intellectual property.
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Shireen Smith (from YouTube) - Intellectual Property – The Challenges of Protecting Ideas
00:15:21
In this episode, I cover insights on what you need to understand when setting out on a new venture. What are the risks and opportunities you need to look into? Otherwise, you could be gambling with the future of your ventures.
Since for many people, an idea is their key to economic success, being able to protect its resulting output as intellectual property is crucial if the business is to succeed and grow in value. In this episode I cover:
The risks and opportunities to look at when starting on a new venture
Why intangibles such a brand name, logo and packaging play a significant role in today’s digital economy
Understanding the value of Intellectual Property
Considering Intellectual Property at the early start of your venture or project
Patents — what involves in securing an invention
Trademarks & IP - understanding what is essential when turning an idea into something concrete in the real world
How to set up your business for success
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
The Right Mindset is Critical for Success in Life and Business.
00:34:43
In this episode, Croz Crossley, who is the mindset technician and is known for helping people with their mindset for the last 25 years, explains how to improve your mindset in life and business.
He shares his experiences on how he started and failed his business, helping his clients change their mindsets and how you can change your mindset in different situations and learn to adapt. In this episode we cover:
How to change and improve your mindset
He shares his experiences on his business journey how he managed to turn it around
How having a powerful mindset can change the ability to set a goal, where you want to be and forget the past
Brain clarity to set opportunities
The science to success — having a clear mental image of where you're going
Figuring out what you want and being able to be happy & contented
What is The Mindset Technician?
You can find Croz Crossley on the following social media links.
Shireen Smith (from YouTube) - Why is Failing to Capture Your Intellectual Property a Costly Problem?
00:10:09
Topics Discussed in this Episode:
Why it’s not enough to simply register a trade mark
Why it’s important to take great care of trade marks
Why failing to address IP can result in lost opportunities
What to do when you discover gaps in your trade mark protection
Key Takeaways:
It is surprisingly easy to overlook the importance of IP in the early stages of the creative process. Some people believe that tasks like choosing a business name for a new product or service do not involve legal considerations, that they can pick any name, do a check on Google, and if nothing untoward is found, proceed to use the name.
It’s actually trade marks that govern ownership rights in names, so it’s essential to search the trade mark registers. A Google search is not enough. Not everything you need to know about a name shows up on Google. People risk losing everything overnight when they use names that don’t take account of registered trade marks of others.
Online searching has its place but it’s no substitute for information focused on transforming ideas into reality. While there’s a wealth of information on the web, a crucial issue when it comes to intellectual property advice online is that much of what you find is generic, sometimes outdated, inaccurate, conflicting, and may vary depending on where you’re based.
Action Steps:
If you’re an inventor, writer, coach, marketer, creative or entrepreneur, you need to know how to identify the various IP rights you’ll be creating as you turn ideas into reality. Some basic tools at your fingertips will help you take initial steps to protect IP like doing due diligence.
When you have new ideas to implement, you’ll need to know the right actions to take, the right processes to use to protect IP that’s being created.
If you discover gaps in your trade mark protection, find out how to address them with the help of education and DIY. And consult a lawyer if you have remaining questions.
Shireen said:
“The internet has revolutionised the way we look for information, entertainment, and even relationships… So it’s increasingly common for businesses to look for legal advice online, too.”
“If you don’t know what you don’t know, how can you search for it or know whether you’ve found out everything you need to know? ...You need to learn to do things properly if you’re going to do your own trademark registration.”
Thank you for listening!
If you have any questions, connect with me on your preferred social media platform. I’d love to help! And if you’ve learned from this series of podcasts, do consider leaving a review.
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Connie Pheiff - Transforming the Human Spirit Through the Power of Creativity
00:39:37
The jewel in the crown of the Pheiff Group, Inc., a million-dollar coach, business strategist, committed advocate for transforming the human spirit through the power of creativity shares insights into how to transform your life and business
Connie Pheiff Explains:
I have four former corporate executives. I've had this business 13 Actually, I was thinking about a time almost 14 years. I had no I mean, there was no original intention of becoming an entrepreneur and having my own business. But you know, I always say I was groomed for corporate. And I made my way to the CEO position.
I have a voice as a professional speaker. So I started the agency because I have a very strong background in business, and much, much better than being a speaker
Being in corporate is so much different than having your own business. I thought, you know, this was my ego. And I thought, well, people know me, I was CEO and I'm going to set up shop and people are just going to call me. Well, it didn't happen that way. People weren't calling. And so the biggest challenge for me was learning the right technology platform, learning the best way to connect with my true audience and getting very clear on the audience that I was going to be working with and helping That was a challenge
the leader owns that culture of the organization. So how do they bring it in throughout and really help their people truly, do what they do best
The true definition of a leader is really finding, you know, where your people are, where they excel, what their needs are, and then when you understand that, and, you know, execute on it
This showcase hit phenomenal numbers because it is very different. Where we bring the speakers into a professional theatre, to showcase them, and we stream it out live around the globe to event planners, so we want to get them in front of and we crashed the system, we had over 800,000 people trying to register in a very short time, and it totally took them our system
It's all about your personal brand. And our signature line are one of our brands is you are the brand
Everything you talk about is branding, and the individual brand
Everything that I've done over the last almost 14 years, I've put it into a video course. And some other experts, too, that I work with, they're in there as well
So the process is when they first come to us, it's typically by referral. Or perhaps somebody that I might reach out to or my podcast, so I do have a sizable podcast myself, and congratulations to you called the Connie five-show
So we have very high standards. So in our timeline, you have to respond to that within two days. And then once you respond to that, the team and I get together, look at it, within three days time, we get back to whether you're going to come on or not. And typically, by the time you get the application, I've already had a discovery call with you. And I already have a sense of whether or not you know, we want to be working with you
Once the coaching and mentoring are done, then we could say, they've graduated, and now they're on the label. And then once they're on the label, we also have some strategic partnerships with other groups out there, such as E speakers, they're an international database for speakers and entertainers. So our folks get listed on there
Shireen Smith (from YouTube) - Part 1 - How to Protect your App Idea from Being Copied
00:09:58
How do you protect your original app idea from being copied by others? And what are the key considerations you need to know when it comes to developing a successful product? We talk about all this and more in today’s episode.
Topics discussed:
Why it’s important to protect your app idea from being copied.
What it takes to transform an idea into a successful app or product.
The legal protections you can use to protect your intellectual property.
The importance of researching the different legal tools to protect your app idea.
Key Takeaways:
Any idea for an app, no matter how groundbreaking it may seem, only has the potential to be a successful product. You’ll need to address various issues along its development before you can transform it into your vision. In the end, the success of your app depends on whether your idea is well received.
There is the real problem of how to protect your idea so that you benefit from it. Unless you know how to develop an app yourself, you’ll need to hire the right person or company to develop it for you. This requires using the right agreement to plan the project and protect your interest.
Protecting your intellectual property needs to be covered in your plans first and foremost. You need to know how to use the law to support you if you’re to achieve your aims. Ignoring the law can lead to discovering unintended consequences that can prove fatal to your entire project later on.
Action Steps:
Critically assess your idea. Spend time doing really thorough research on your product and check it’s market viability.
Before you take any steps to implement an idea, take the time to understand the legal protections you can use to protect it.
Learn the five principle rights covered under intellectual property, namely: copyright, patents, trademarks, designs, and confidential information.
Shireen said:
“Quite aside from the very real practical problem of finding somebody who understands your vision and can deliver an app that reflects what’s in your head, there is a real problem of how to protect the idea so that you benefit from it.”
“If you don’t take the right actions very early on when you’re creating something if you’re not careful how you implement your ideas, then you may actually lose the opportunity to own a valuable intellectual property right.”
Thank you for listening!
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Ruth King, known as the profitability Master, explains how she helps companies become and remain profitable.
In this episode she explains:
My background is actually engineering and finance. And when I was in MBA school, I found that I really had a knack for numbers. And that's where helping the small businesses become profitable and build wealth actually came from
My rule has become even if you're profitable, no more than 80% or no more than 20% of your customers in one industry, or not have any single customer to have more than 20% of your revenues.
Essentially, we look at their p&l on their balance sheet, and we figure out where they want to go. And number one, we have to make sure that they are profitable and that they're generating enough profits that they are comfortable with at the present time.
If your employees are not productive, and your customers are not profitable, you don't need them.
You measure it by what's called net profit per hour and overhead costs per hour. Net profit per hour is for every billable or every revenue producing hour of your that your employees produce their products, how much profit actually drops to the bottom line.
So if you start tracking time, and you start tracking what they're doing, amazingly, things happen to increase profitability, it just that what everybody's watching
I do individual consulting, which is the one to one, and then the one to many can be done in many different ways. I've got many videos up which talk about different parts.
I write to turn on the light bulb and people so that they get it? My goal in life is that people understand how to get and stay profitable and understand their p&l and balance sheets.
I'm known now as the profitability master. There are many of my clients are known for different things, some are known for taking care of exceptional service in the mind of the customer. And your brand has to somebody thinks of you, they have to think
Ruth has a website, Profitability Revolution with hundreds of videos which anyone who buys one of her books, such as the Courage to be Profitable would automatically get access to.
Shireen Smith (from YouTube) - Part 2 - I have an Idea for an App, How to Protect it?
00:11:18
What’s the best way to protect an idea? How do you make sure that your app idea is secure when you’re trying to find the right developer to create it? In this episode, we talk about all the ways you can protect your idea in the early stages of development.
Topics discussed:
What you can do to protect your idea during the initial stage of development.
Things to remember when choosing the right developer.
The importance of having an agreement with the developers that protects you.
Ways you can protect your app after it’s developed.
Key Takeaways:
Confidentiality is the only way to protect a mere idea. It’s easy to get excited about a new idea and want to share it with others. Keep the idea for your app confidential when discussing it with people and developers.
When interviewing a number of developers to find the best one to work on your project, you should have a different idea to discuss with them so you won’t be hampered with needing a non-disclosure agreement to protect your main idea.
It’s up to you to make sure that the agreement with the developer protects you. If there is no agreement between you and the developer then the law automatically gives the developer the copyright in the app because they created it.
Action Steps:
Develop the habit of being selective about who you reveal your ideas to. Do not discuss your idea with developers right away.
Do thorough research on the developers you’re interviewing and make sure you read through their terms of business and legal agreements. Key things to look out for include: Their past experience, client references and testimonials, and how they charge.
Make sure that you secure copyright from the developer in writing before you commit to engaging in their services. Otherwise, you will not own the copyright in the app.
Shireen said:
“Confidentiality is the only way to protect a mere idea at this stage. If you have an idea for an app, chances are the first thing you’ll want to do is to find someone to develop it for you. I’d advise against discussing the idea with any developers though.”
“Every idea will involve different intellectual property considerations. Some will highlight design protection, you know others may involve a patent protection and yet others will involve copyright. All concepts provide an opportunity to develop a brand.”
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
She is all about that joy in marketing, business, and life. She is a sought after expert in the world of content marketing and strategy, Shannon is known globally as the creator of the Content Personality™ Wheel.
She explained:
So I am a marketing strategist. But not any old marketing strategist. I chose a long time ago to brand myself as the joyful marketing strategist.
I've been doing that for about seven years prior to that I was a New York City public school teacher. And I was teaching in inner-city Harlem, eighth grade. So they kept me on my toes taught me how to tell good stories
I just kept building on my strengths, which are teaching training, inspiring and like breaking down marketing into simple concepts that people get. And that's pretty much what I did in the classroom all day long.
That is where I started, I hired a coach, I hired a virtual assistant, I hired a website designer to do my branding, before I had any clients. And to this day, I know that mindset is what has helped me have this business that I have now
I have interior designers, in my programs, I have health coaches, I have business coaches, I have spiritual coaches, I have executive coaches and career coaches, and I have consultants that consult people on colour theory and it like you name it, what attracted them was the message of, if it ain't joyful, we do in that shit. And I think it speaks to just wit if you would think about your journey, like as, as a business owner, and in the online space, as we heard for years, and you've probably been doing this a lot longer than I have
I actually realized about 20 months ago, I was an introvert, operating as an extrovert. And I could not figure out why I kept crashing, it was a cycle of lots of excitement, like push energy, if you will, not pushing you out of alignment, but just lots of people, lots of excitement, I did lots of events, you know, when we could hold events, I did these things, and then I and it would be great.
I have a lot of people who come to me because last year I actually started talking about the transition from extrovert to introvert. And there are so many ways introverts can stay in their joy can stay in their power and market their business without crashing and you don't have to be visible, right?
I built my business one to one initially, then I kept out, I continue to cap out, it doesn't matter how much I charge, they just pay one on one.
In the confident Expert program, the outcome is we're gonna work on their messaging, which is always the basis of marketing, right? So we help them with their messaging, we help them find marketing that's joyful for them. And that's through the content personality quiz.
Shireen Smith (from YouTube) - Part 3 - Steps you Need to Take to Protect Your Idea for an App
00:12:02
What is the important first step to protecting your idea for an app? What do you need to do before turning to investors for funding? What are some of the factors that will determine your success? Today’s episode highlights all these and more.
Topics discussed:
How copyright works to protect an app
The limitations of copyright protection
The importance of first protecting your idea before turning to investors for funding
How to deal with investors and raise investment
Factors that affect your chances of success
Key Takeaways:
The default rules of copyright mean that the creator of the app will be the owner of the copyright in it rather than the person who pays for the development work.
A good development agreement should clearly specify what is to be developed, the phases of the development, the payment plan, and how to resolve any disputes that may arise.
Copyright protects the expression of an idea and not the idea itself. This means that if someone sees your app and decides they can do better than you, they can also develop the same idea.
Action Steps:
Before you select the right app developer, make sure that they will be happy to give you a copyright of the end product. Reflect this agreement in writing and also have a good development agreement in place.
Don’t agree to terms that only give you copyright when the project is concluded and you’ve paid for it.
Be mindful about the limitations of copyright protection.
Whatever you do, don’t make the fundamental mistake of asking an investor to sign a nondisclosure agreement or confidentiality agreement to hear about your app idea. You need to have taken all the necessary steps to protect your idea before you turn to investors.
Focus on developing key qualities such as abilities to lead a team, which is essential for success in business. Reinvent yourself or find the right team to work with.
Shireen said:
“When you have an idea for a new app, bear in mind that innovation alone is no guarantee of success. You need to do thorough research, set your marketing strategy, and really consider how best to develop the app to meet a market need so you can really get going fast with it.”
“Obtaining financing isn’t necessarily about the technical feasibility or the originality of the idea itself. Sometimes it can be more about you as a person and whether you’re aware of the qualities and skill sets needed to convince the right people to support you.”
Thank you for listening!
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Priscilla Mckinney - How to Create a System For Your Digital Marketing Success
00:34:36
CEO and Mama bird of the award-winning creative and digital content agency, Little Bird Marketing explains strategies that you need to implement as a business owner and as an owner of a marketing agency.
She said:
What I do right now is I manage a team of digital content and visual experts. And we create systems for predictable lead generation for companies
Right now I own and operate four different companies
I got started really helping people do some of that scrappy bootstrapping stuff with what was new, let's really look at, at his social media, and let's look at some guerrilla, marketing campaigns, let's put some dots together, that other people haven't done, let's not just mimic our competitor. I think that environment, where everybody was telling me I couldn't do it was interesting, it was an interesting challenge for me
The main IP that we created is a system called soar. And it is a content marketing system that is specifically designed to bring you inbound lead gen. And it is the so AR is an acronym, gotta have one of those. Yeah. But it is strategic, organized, accountable, and repeatable. And this is what I find is so big about advertising, marketing content, whatever you want to call it, I don't care what you do so much as you have to have a system
I work from clients all the way from 2 million to 50 million. And you'd be surprised who in the middle there does not have a strategy. And some of them have actually done persona work. But honestly, the reality is, it's in the drawer or, or nobody knows where it is
Let's just say your average company there who's like, Hey, we're finally going to hire one person who's in charge of marketing. Well, that person in marketing many times comes to them and says, What do you want me to do? I'm happy to do it. They're very excited. They love marketing, and they want to do something, but they don't come to the table with the strategy with the system, and know how to actually direct the company so they can execute, but they're not quite sure what they're executing. We have a blend, that's, that's painting and all the one side, we have a blend of people, but when you hire one person, you're getting one skill, when you outsource that for the exact same price, you would pay one person and you get the strategy, you get, the whole, everything from us of, award winning designers, we have, social media experts
For the majority of content out there, it's evergreen, we know what we're going to be putting out six or eight months from now. And those things are already scheduled. They're already hashtag, they're already researched, they already have keywords involved. And we know where the call to action is, we know how we're trying to bring the ideal client through the buyers journey
We need to understand where they are before we can set some goals and have an actual recalibration of what they're doing. And so we don't come in and say, you know, we'll do this and it'll bring this many leads, if you don't, I feel like that kind of stuff is, you know, just, first of all, a diamond doesn't on the internet. And also it really doesn't understand the nuance of business
I don't want to work forever. I do some other consulting, I teach people how to be cut. And I teach, like wholesale teams, how to become influencers on LinkedIn, and Twitter. And that's something that I can take and consult.
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Shireen Smith (from YouTube) - What Makes an Outstanding Brand
00:14:12
In this episode, I share my insights on what makes an outstanding brand and when looking for the purpose behind a business you need to find one that’s capable of inspiring the team and customers too.
I also address the problem that I notice in that some web developers, designers, and marketers who help small businesses with their identity work have little understanding of IP and how to address it. Nor do they work with lawyers.
In brief the episode covers:
Protecting your brand elements
Finding the purpose behind your business
Common problems with brand identities
Differentiation and descriptive elements
Intellectual property as part and parcel of a business
Formulating a strategy to stand out from your competitors
Addressing the problems I noticed with web developers, designers and marketers who help small businesses with identity work
Incorporating Intellectual Property when creating a brand, choosing a name, developing a logo or promotion campaigns
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
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