154 avsnitt
Brand Tuned - Rounded Business Design Shireen Smith
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- Näringsliv
The Brand Tuned podcast explores the 'what and why of branding'. It's for founders, marketers, graphic designers, business advisers and lawyers in search of ideas to increase success. This often comes through better positioning, and understanding what customers want and need. Focusing on distinctiveness is about attending to intellectual property appropriately. Brand Tuned is hosted by Shireen Smith, author, marketer, IP lawyer, and business owner.
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How Tom Gardner Built and Branded Multiple Businesses
Joining us in this episode is Tom Gardner, a serial entrepreneur known for his analytical approach to branding and his success in launching several brands across different industries.
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. Gardner's experiences span from a B2C online platform for buying new cars to a legal tech startup, each with its unique branding challenges and strategies.
In this episode, we’ll also discuss:
Branding Experience With A Consultant
Naming Process
Involving Branding Agencies
Business Funding
Next Startup Business
Filling The Gap In The Market
What Brand Means
Getting The Perspective Of The Market
His Current Ventures
Branding Philosophy And Strategies
LinkedIn: Tom Gardner
Book: From Manager To Executive (Coming in June)
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
Mission-Driven Entrepreneurship with James Brown
Joining us in this episode is James Brown, founding director of Mobiloo, the world's first mobile accessible toilet and changing place designed to cater to disabled people requiring extra equipment and space. Mobiloo has created a huge range of opportunities for tens of thousands of disabled people around the UK.
James shares his journey, highlighting his motivation to improve accessibility and inclusivity for disabled people, stemming from his own experiences as a visually impaired individual and a Paralympic athlete. His flight in becoming a social entrepreneur exemplifies the power of innovation driven by personal values and a deep understanding of the community's genuine needs.
In this episode, we also cover:
From A Paralympic Athlete to Social Entrepreneur
Making Your Brand Stand Out
Solving A Genuine Need
Branding Is Also Culture
Choosing Your Brand Values
Excellence In A Business
The Power of Word of Mouth
Website: Mobiloo UK
Facebook: Mobiloo UK
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
Navigating Branding and Growth with Paul Fernandez
In this episode of the Brand Tuned podcast, we welcome Paul Fernandez, CEO of The Growth Guys, to discuss the journey of starting and branding his growth marketing company during the pandemic. Paul shares insights from his past experiences, the challenges of defining and living up to a brand promise, and the importance of adapting branding strategies as a business evolves.
This episode shares an interesting point of view of branding through experiences including:
An Agency That Delivers Results
A Brand Is What Customers Tell You
Developing The Visual Identity
Creating A Team Culture
The Perspective on Branding Over Time
How The Market Perceives Your Brand
Website: The Growth Guys
LinkedIn: Paul Fernandez
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
How to Create Transformative Brands with Emmanuel Probst
In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand.
Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of Brand Transformation, which releases this coming January 2023.
Among other things, we discuss:
that brands can no longer just sell products. They must aim to be transformative for people and the world they live in. That brands are no longer in control of the narrative, so they must harness the power of the community and make a greater and more sustainable one.the importance of noticing what existing brands are offering the market. Then consider creating something new and unique to offer in the category. creating your market positioning.The trick is really to understand your audience and get a deep understanding of the market.three Dimensions of Brand TransformationWhat is Programmed Obsolescence?How to Create a Transformative BrandUnderstanding Trends in the Society
www.emmanuelprobst.com
Twitter: @Emmanuelprobst
Linkedin Emmanuel Probst
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
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses -
Your Branding & IP Questions Answered
Having recently asked people what their top questions are about branding and IP (Intellectual Property), I decided to record my answers in this episode.
The questions answered in this episode include:
What are the different ways I can protect my brand?Do I need international protection or is UK protection enough?How do I explain to graphic designers I work with the importance of checking they are not infringing on anyone's IP?How can you be sure that graphic designers you work with hand over the rights to all the assets they create? How can you be sure they have done this fully?What do you regard as the best branding campaign(s) of all time? And why?Do you think the Internet is actually effective for brand building?
Valuable Resources:
Register for Free Webinar on 23 November
Register Your Interest to be Notified of the Next Webinar Date
Brand Tuned Newsletter -
Takeaway lessons from Sean Adams' Masterclass on Identity Design
In this episode I discuss some thoughts following the recent podcast with Sean Adams, an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California.
I found Sean's approach refreshingly client focused and empathetic. For example, Sean takes clients on the design journey and explains what he is doing and why.
This collaborative approach, and avoiding a big reveal at the end of the process, is more likely to result in an identity that the client finds acceptable.
I think if the designer can also talk about the IP dimension they would be the ideal adviser to clients. While the word ‘design’ is commonly associated with graphic designers, in truth it includes anyone who advises on business structure. They can help plan how a business should work in all respects, not just visually.
Given that visual identity needs to be permanent I’m often baffled that designers radically change the visual identity of established businesses just because the business’ strategy changes.
Surely tweaks to the identity is all that's needed, unless there is something radically transformed about the business. It’s vital to leave the identifying elements so you don’t disturb memory structures.
This episode tackles:
Importance of taking clients on the design journeyWhat makes a good logo?When is it the right time to radically change a visual identity?Drawbacks of changing your identityMeasuring brand equity to make identity design decisionswww.seanadams.design
Resources mentioned on the podcast
The Designer’s Dictionary of Color
Valuable Resources:
Brand Tuned Newsletter
Brand Tuned Training Courses