141 episodes

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, and lawyers in search of ideas to increase success, and avoid commoditisation through better positioning and distinctiveness. The show also addresses why the Ehrenberg Bass Institute’s findings on how brands grow involves intersecting brand creation with brand protection. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner. Visit brandtuned.com/podcast for transcripts and show notes. To appear on the podcast submit your suggested topic explaining why you would be a suitable guest to info@brandtuned.com

Brand Tuned - Sharp Branding Shireen Smith

    • Business
    • 4.9 • 29 Ratings

The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, and lawyers in search of ideas to increase success, and avoid commoditisation through better positioning and distinctiveness. The show also addresses why the Ehrenberg Bass Institute’s findings on how brands grow involves intersecting brand creation with brand protection. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner. Visit brandtuned.com/podcast for transcripts and show notes. To appear on the podcast submit your suggested topic explaining why you would be a suitable guest to info@brandtuned.com

    Differentiation with Sean D'Souza

    Differentiation with Sean D'Souza

    In this episode, Sean D'Souza of Psychotactics discusses how small businesses should approach differentiation when selling their products and services.  Sean is the author of The Brain Audit, and is a copywriter, cartoonist, and speaker. He is also the host of the three month vacation podcast. 

    We discuss common challenges people have around differentiation, and how the biggest mistake people make is that they promote their company instead of talking about their products. We cover:
    How to position a product so it sticks to the consumers' mindsCommon challenges people have around how to differentiateMeasuring results through benchmarks Reasons for the high failure rate of small businessesLinkedin: Sean D'Souza
    Twitter: @seandsouza
    Book: The Brain Audit
    psychotactics.com

    View the podcast transcript here
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 40 min
    Brand Positioning with Ulli Applebaum

    Brand Positioning with Ulli Applebaum

    In this episode I explore positioning with Ulli Applebaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook. 

    There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.  

    We might have one central brand position, and separate positions and messaging for  products we supply.  We touched on:
    Brand purposeIdeas on how you can do positioningPositioning — how to create your positioningHow does positioning tie with differentiationCreating a category — should it be part of your positioning?Examples of well-known brands and their positioningLinkedin: Ulli Appelbaum
    Twitter: @FirstTheTrouser
    Book: The Brand Positioning Workbook
    first-the-trousers.com

    View the podcast transcript here
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 41 min
    Differentiation and Positioning for Small Businesses

    Differentiation and Positioning for Small Businesses

    In this episode, we discuss positioning and differentiation with Johnny Molson a marketing consultant and strategist with Wizard of Ads who helps small businesses to build custom marketing strategies. 

    We consider the difference between niching, positioning, differentiation and distinctiveness, including the challenge of becoming known.  Trying to become known for one thing rather than three things makes it more possible to be remembered in the marketplace.  

    The episode touches on:
    The need to test the market to decide how to position your brand.Difference between differentiation and positioning with examplesHow to get your desired perception into the consumer's mindSocial media – is it worth doing in terms of building a brand? View the podcast transcript here
    Linkedin: Johnny Molson
    Twitter: @disruptingads
    Book: Campaign-O-Matic!
    wizardofads.org & molsonpartners.com
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 38 min
    Lee Salz - Sales Differentiation Strategy

    Lee Salz - Sales Differentiation Strategy

    Lee Salz is the Founder and CEO of Sales Architects where he helps clients develop processes to hire the right salespeople, effectively onboard them and align their sales activities with business objectives.

    In this episode,  we talk about differentiation, Lee shares his insights on two types of differentiation which are marketing differentiation and sales differentiation. He also shares why the word "unique" is one of the biggest causes of frustration in sales. This episode covers:
    Why is it important to differentiate What does a business need to do to differentiate itself and what examplesWhy the word "unique" is one of the biggest causes of frustration in salesTwo types of differentiation — marketing differentiation and sales differentiationHow to perceive meaningful value in what you're selling through an ideal client profileHow some buyers don't see an objection to prices and value a product intrinsicallyHow to work out who your target buyer isLinkedin: Lee Salz
    Twitter: @SalesArchitects
    Free tool: Target Client Profile Template
    Books: Sell Different! &  Sales Differentiation
    salesarchitects.com

    View the podcast transcript here
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 28 min
    Trailer Brand Tuned podcast

    Trailer Brand Tuned podcast

    • 2 min
    REPOST: Daniel Priestley - Building the Dent Brand

    REPOST: Daniel Priestley - Building the Dent Brand

    Daniel Priestley runs business accelerators for entrepreneurs. In this episode, he discusses the Dent rebrand, Lifestyle v. Performance boutique, and the new edition of his book 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 cleanWhat happens when you nail your vision and its simple, the clear message becomes a turning point for your businessHow having a strong culture and vision allows you to attract the right kind of people when you’re recruiting talent.Why Daniel incentivises new hires to leave quickly if they discover his company isn’t a good fit for them What presidential elections can teach you about the evolution of marketingDaniel released a new edition of his book Oversubscribed: How to get people lining up to do business with you in February 2020The two main successful business variations are Lifestyle Boutique. 3 - 12 staff, profitable and lots of fun. The second is Performance business that employs 40 to 150 staff who are a talented team, it has recurring revenues, assets and a good niche in the marketplace.How businesses are valued by various methods including benchmarking, multiples of profit and based on their brand, market position and systems like Uber for instance.Linkedin: Daniel Priestley
    Twitter: @DanielPriestley
    Instagram: @danielpriestley
    Book: Oversubscribed: How To Get People Lining Up To Do Business With You
    dent.global
    Valuable Resources:

    Brand Tuned Accreditation
    Brand Tuned Newsletter
    www.brandtuned.com

    • 33 min

Customer Reviews

4.9 out of 5
29 Ratings

29 Ratings

levent_yildizgoren ,

Very useful

Very useful podcast for any growing businesses or established companies.

Ella Sm ,

Gives a good holistic view of branding

Really useful podcast to help business owners understand more about branding. I especially like how this podcast covers the legal as well as the marketing/design side of creating a good brand.

v_kenjic_latic ,

Wow

Great podcast!

A lot of content to learn from!!!

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