Brand Tuned - Sharp Branding Shireen Smith

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
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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
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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
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David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.

In this episode, we discuss all things brand related, in particular names. We covered:
Why intellectual property is not included in the training of brand managersThe importance of being clear on the definition of IPThe different perspective that IP brings to namingNaming and whether descriptive names are a good choiceThe role of intellectual property in building barriers to entry against competitorsBrand equity — three things it consists inView the podcast transcript here
LinkedIn: David Aaker
Twitter: @DavidAaker
davidaaker.com

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Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.

In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, the episodes touched on many interesting points including:
The misunderstanding of the value of brandsThe reasons why brands might change their name and logo Situational examples when brand names can't be protectedChesterton's Fence and how it relates to Tropicana's redesignThe value in simple fame that defies logic explained by behavioural scienceThe importance of understanding what the law means by IP in terms of brandingHow plagiarism is  policed through professional shaming in the advertising industryView the podcast transcript here
LinkedIn: Rory Sutherland
Twitter: @rorysutherland
Book: Transport for Humans
www.ogilvy.com

Valuable Resources:

Brand Tuned Accreditation
Brand Tuned Newsletter
www.brandtuned.com