151 episodes

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.

Brand Tuned - Sharp Branding Shireen Smith

    • Business
    • 5.0 • 27 Ratings

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

    How to Create Transformative Brands with Emmanuel Probst

    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

    • 34 min
    Your Branding & IP Questions Answered

    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

    • 20 min
    Takeaway lessons from Sean Adams' Masterclass on Identity Design

    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

    • 18 min
    Sean Adams - How to Succeed with Identities Without Really Trying

    Sean Adams - How to Succeed with Identities Without Really Trying

    In this episode, Sean Adams, an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California  tells  us to succeed with identities without really trying.

    Sean Adams is the author of multiple best selling books, including  The Designer’s Dictionary of Color.

    Brand Identity is not a one-size-fits-all solution. It's a toolkit, an approach to solving problems, an equation. It's not a thing that you can just slap onto your business and hope for the best. You have to understand it and use it correctly in order to succeed with brand identities without really trying.

    If you're just starting out, the process can seem overwhelming at first. Where do you even begin? What kind of logo is best for your business? How do you go about creating an identity that speaks to your customers and attracts new clients?

    There’s no one right answer, but there are three kinds of identities that you need to understand to start with: word mark, monogram, and symbol. Your branding strategy may use one of these approaches, so it’s good to explore them all and know what they mean.

    One of the trickiest aspects of branding is building equity over time. If you think about the Apple identity, it has that little bite out of it, which forces you to think a little bit, the more you think, the more it sticks in your head. 

    Design is an important part of branding. You can't just have a nice logo and expect people to buy your product. You have to make it appealing in other ways too, Branding isn't just about beauty and aesthetic, but it should be how we can make it unique. 

    We focus on certain colors because they've become emotionally loaded with meaning for us. How do we get those emotional meanings etched into our brand image?

    This episode discusses:
    Three kinds of identitiesBuilding equity with symbolsChoosing your branding fontsVisual attributesHow to know you have a great designer/ designers sensibilitiesThe cultural impact of color choicesSemioticsCurrent challenges facing 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
    Valuable Resources:

    Brand Tuned Newsletter
    Brand Tuned Training Courses

    • 52 min
    Identity - Creating Your Purple Cow

    Identity - Creating Your Purple Cow

    Is being unique your ultimate goal in your business? How, exactly, do you stand out from your competitors and make sure that you remain a purple cow?
     
     A crucial part of a business’ success is being distinctive and visibly different from its competitors. This is the main objective in creating business brand. Having a recognizable and distinctive name helps ensure you will be able to stand out from the crowd. 
     
     Distinctiveness is about the identifiers we use. These identifiers are how consumers recognise brands. They associate them with you. It’s your name, and brand elements you choose, such as your logo, any distinctive symbols, characters, shapes, sounds, colours etc. 
    When you’re creating your business' brand, understanding what competitors can and can't legitimately copy is key to creating a unique brand. Your focus should be as much on what to create as whether you can prevent copying of the elements you create..
     That’s why creating slogans and taglines that are ownable is key to protecting our messaging strategy. We stand a greater chance of being associated with the message behind our strategy. 
     
     In today's fast-paced world, it is not enough to raise awareness of how we differ. We need to know and understand about intellectual property rights, and how this can help us achieve design choices that set us apart from competitors. 
     In this episode I touch on the laws governing the ownership of ideas and trademarks, as well as how to use them to protect your brand. I discuss:
    Two components for a business to stand outDifference between personal and business brandsIntellectual PropertyConcept of distinctivenessPopeye the sailorHow important trademark rights are in protecting business brands Famous personalities and their distinctiveness/uniqueness
    Valuable Resources:

    For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.

    Brand Tuned Newsletter
    Brand Tuned Training Courses

    • 23 min
    Strategic Creativity - Being Relevant and Resonating

    Strategic Creativity - Being Relevant and Resonating

    In this episode Robin Landa explains strategic creativity. 

    Robin Landa is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including Graphic Design Solutions, 6th ed., Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age.

    What's the first thing you think of when you hear the phrase "brand identity"? A logo, color palette, and characters right? But that's only a small part of the story.

    To have a successful brand identity be strategically creative. A brand identity is the representation of the brand and it is the strategic position in the marketplace. So, it has to be strategically creative in order to gel with the target audience.

    Brand identity does more than just build an imaginary world, it creates a relationship between people who have heard you and made your name part of their lives. A logo mark is more than just a logo. It's the entry point for your brand and its identity. It's your name and the way you're perceived by customers, and it's the foundation for everything else you do. It's what sets you apart from other brands and allows you to stand out from the crowd. It has to be memorable, differentiating, imprinting on people, and most importantly, it needs to be easy to remember—and ideally, emotionally inspiring.

    It's really hard to make a brand identity that is personal and unique when you're working with a company that has thousands of designers and their work is available for all to see. This is why we need to be careful that we don't just lift someone else's work and use it without permission. Brand identity must be unique and personable!

    In this episode, we discuss:
    Brand Identity and how to make it memorable and distinctiveBrand construct and manifestoBasic design principle you need to knowThe idea behind balance design and color associationsSonic brandingHow to identify talent in identity designIntellectual property lawIdentifiers in brand design
    Valuable Resources:

    For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.

    Brand Tuned Newsletter
    Brand Tuned Training Courses

    • 47 min

Customer Reviews

5.0 out of 5
27 Ratings

27 Ratings

Katieokelley ,

Incredibly helpful!

I love the length and format of this podcast! I especially enjoyed Susan Payton’s interview. She did a phenomenal job explaining the StoryBrand framework and how to create marketing so good you never have to be salesy! This will be helpful to SO many! Well done!

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