Shows
Brand Tuned - Rounded Business DesignREPOST: Susan Payton, Business StorytellerIn 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 storiesSusan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand guideWhy your customer’s story is the most important story of all, the one to focus onShowcasing what your customer needs will show you care about their problemsA goo...
2022-04-0829 minBrand Tuned - Rounded Business DesignShireen Smith - Creating Passion BrandsThis 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 aboutHow brand belief needs to infuse everything a brand doesWhat to foste...
2022-03-0418 min
Let's talk brandingShireen Smith - The new rules of branding, strategy and intellectual propertyIn this episode, I talk with Shireen Smith, author of 'Brand tuned, The new rules of branding, strategy and intellectual property'. Shireen is an IP lawyer that specializes in branding. She has been advocating for deeper relations between the fields of IP and branding and I subscribe to this idea. The role of distinctiveness is both legally and strategically essential in brand-building.We talk about:Intellectual property and its relationship to brandingTrademarks, copyright, and patentsShireen's book, Brand tunedDifferentiation and distinctivenessIf you're interested in learning more about brand strategy research, check out my latest course...
2022-01-3143 minBrand Tuned - Rounded Business DesignSomi Arian interviews ShireenThis interview of Shireen by Somi Arian was initially recorded for the Somi Arian podcast.In this episode, we talk about the do’s and don’t of branding and trade marks. There are a host of useful tips on branding, trademark protection and how to develop brand equity. This episode covers:Valuable tips on branding and trademark protection Brand equity and how trademarks contain the value of a brand.How to choose a nameDomain names and email deliverability.Different types of name. Brand identifiers logo, symbol, and coloursLinkedIn: Somi Ar...
2021-12-1044 minBrand Tuned - Rounded Business DesignInterview about Brand Tuned by Alison JonesIn this episode, Alison Jones, director of Practical Inspiration Publishing, the publisher of Brand Tuned, interviews Shireen Smith. As host of the successful podcast, The Extraordinary Business Book Club Alison is an experienced interviewer and draws out some interesting information.Alison asks questions about the process of writing Brand Tuned, what I found out along the way and the reason I chose to write the book. I also share my hopes and what I want to achieve as I release the book. This episode covers:My insights on providing holistic advice around branding — understanding the market nee...
2021-10-0830 minBrand Tuned - Rounded Business DesignBrand & Intellectual Property for Startups Vox PopsIn this episode, Shireen interviews a series of business owners to produce a Vox Pop about what they did when they first started out to create their brands. How did they deal with the IP side of things? In brief this episode covers:Brand NamingBrand journeyWhat does brand mean?Insights on choosing the right help when turning ideas into a brandProtecting the brand name through intellectual propertyHow to attract the right clients and decide the type of clients to targetAccessing the right help in turning ideas into a business and brandHow does intellectual property interplay with t...
2021-09-1727 min
Systemize Your Success PodcastSYS 029: Why Intellectual Property Is Essential In Creating A Brand: Shireen Smith InterviewIntellectual property lawyer, branding expert and IP business advisor, Shireen Smith joins the show today to share her IP secrets that you can utilise to protect your business. Together they discuss the importance of understanding IP, how IP often acts as a container for your brand's values and why focusing on having unique branding will help separate you from your competitors.Shireen's latest book 'Brand Tuned the new rules of branding, strategy and intellectual property' is available on Amazon KEY TAKEAWAYS One of the big problems within branding is that people are not trained i...
2021-08-1940 minBrand Tuned - Rounded Business DesignChris Kneeland on Cult BrandingChris Kneeland is the CEO of the Cult Collective. He helps brand leaders embrace proven marketing principles that he discovered about becoming cult brands. He shares examples of successful cult brands and why they achieved cult status, and touches on some more recent and controversial points of cult brands. In this episode we look at:What is a cult brand?Steps in creating a cult brandControversial points of a cult brandCan any type of business become a cult brand?How does being cult-like as a brand help a business succeedDifference between cult brands and purpose-driven brandsHow to...
2021-06-2539 minBrand Tuned - Rounded Business DesignBrand Naming Hierarchy – Essentials to Consider When Naming Your BrandIn this episode, I focus on naming hierarchy. Should you adopt a branded house approach or go with a house of brands? This episode is essential if you want to have a deeper understanding before choosing names for your business so you understand the risks and opportunities inherent in the different options. I also discuss when is it appropriate to use a new brand name and the right brand architecture if you want to target different audiences when you're creating a new product subcategory or a different proposition. In brief the episode covers:W...
2021-06-1822 minBrand Tuned - Rounded Business DesignBrad VanAuken on Brand and Business StrategyBrad VanAuken of BrandForward, Inc. shares insights on how to rebrand, thinking through the mission, vision, values and positioning choosing the brand identity - namely the brand name, logo, colours and the like. This episode covers rebranding as Brad shares his process for transforming an organization, its products or services into a strong brand, imbuing it with an identity that gives the business human qualities. In this episode we cover:Growing the brandBrand identity and brand positioningBranding — uniqueness or differentiationUnderstanding the clarity of a brand’s missionHow designers can inject emotions into a brandImportance of color in bra...
2021-06-1150 minBrand Tuned - Rounded Business DesignRand Fishkin - How to Brand and Differentiate Your Online BusinessRand Fishkin, co-founder and CEO of SparkToro has dedicated his professional life to helping people do better marketing. This episode is essential for anyone wanting to create a successful business online as Rand shares insights on what constitutes a good name for an online business and how SEO and other methods help to successfully market your business online. We discuss differentiation in a crowded space and using your creativity to find new ways to do the same thing or do things better and identify gaps. We cover:Keyword-rich namesIn-depth insights on SEOHelpful SEO keyword re...
2021-06-0439 minBrand Tuned - Rounded Business DesignDerrick Daye - Marketing is Too Important to be Left to MarketersIn this episode, Derrick Daye, of the Brand Strategy Insider shares among other insights, how founders and startups should create their brand so they end up with more than a logo. He shares what is the emotional connection for brands, the steps you need to take when you want to inject emotional connection into a brand, a brand’s social purpose and why brand essence is the heart and soul of your brand.This episode is essential for anyone wanting to develop their brand as Derrick share’s valuable insights around this topic on building a bra...
2021-05-2850 minBrand Tuned - Rounded Business DesignHow to Stand Out With Unique Expertise – Go Narrow and BroadIn this episode, I talk about differentiation, why and how I differentiate myself from others providing similar skills, and how you can copy my approach to develop a unique angle. I stand out because I have developed expertise that is more unique by stepping outside the confines of my discipline. By combining a narrow expertise in intellectual property law, with marketing and branding. I’ve set myself apart from other IP lawyers, and branding experts, and offer a unique perspective on branding as a result. I share insights into why formal training is worthwhile, because we need...
2021-05-2122 minBrand Tuned - Rounded Business DesignGiles Edwards - Understanding Research and DiagnosisIn this episode, Giles Edwards the founder of Gasp, an award-winning, marketing, strategy & communications agency, discusses how to effectively carry out research and how the value of research is vital.He shares the holy trinity of segmentations as part of the brand strategy, his perspective on branding terminologies and insights on brand distinctiveness. This episode is essential for anyone wanting to better understand their market through research as Giles share’s valuable insights around this topic and a platform you can use to conduct research. Giles talks about the value of building an effe...
2021-05-1452 minBrand Tuned - Rounded Business DesignDaniel Greenberg: What You Need to Know When Choosing a Domain NameIn this episode, Daniel Greenberg, a South African attorney and UK solicitor with over 14 years of experience in the field of domain name management and Intellectual Property discusses trademarking, keyword rich names and their relevance, and why he believes that the .com is still the king when it comes to gTLDs and choosing the right domain name.Daniel shared the importance of getting your branding rights from the outset of your business and why choosing a distinctive name is the key to distinguishing yourself from potential competitors.In this episode we cover:Domains — why ge...
2021-05-0725 minBrand Tuned - Rounded Business DesignJP Castlin - What to Consider When Formulating Your Brand StrategyIn this episode, JP Castlin, formerly CEO at Rouser, an international strategic consultancy firm in Stockholm, discusses the hierarchy of strategies, the ways to approach brand and business strategy and the concept that he formulated called strategy hierarchy.He breaks down the terms on complexity, positioning, differentiation, what you need to consider when formulating your brand strategy — the questions that you should be asking and how you can properly communicate your brand strategy when branding or rebranding. This episode is essential for anyone wanting a better understanding of business and brand strategy to apply in dev...
2021-04-3042 minBrand Tuned - Rounded Business DesignPhil Barden - Using Gut Reactions to Support your Goals & Brand StrategyIn this episode, Phil Barden, author of the book Decoded - the science behind why we buy, discusses brand strategy, goals, people’s buying behaviour and how best to work with designers to create visual designs to reflect your brand. Phil bridged the gap that he identified in traditional research techniques by turning to decision science for insights into people’s buying decision. This episode is invaluable if you're looking to better understand your customers and apply your findings to developing your brand strategy. Phil talks about goals as a way to better understand people’s behaviou...
2021-04-2344 minBrand Tuned - Rounded Business DesignHow to Develop an Exit Plan for Your Business - Bryony ThomasThis episode primarily focuses on the U element of the TUNED framework, namely the importance of understanding your market depending on the context. Bryony Thomas shares insights on how the approach to marketing changes if you have an exit in mind. Find out how you might develop an appropriate plan based on the information she shares.Bryony explains the strategies you can implement when preparing to exit your business or if you are planning for a 5 to 10-year business exit. In this episode we cover:Difference between marketing for organic sales results and marketing for increasing...
2021-04-1630 minBrand Tuned - Rounded Business DesignJohn Williams - How to Develop Your Ideas using Product Market FitIn this episode, John Williams discusses Product/Market Fit covering the U element of my TUNED framework, namely understanding your market. He explains the importance of starting any new idea by getting the product market fit right. This is a phrase from the tech startup world whereby you have an idea of a thing which you think people are going to like. Before you create it and put it out into the world you have some sales conversations, so you can listen carefully and learn to what customers want. Do they sound and look excited b...
2021-04-0937 minBrand Tuned - Rounded Business DesignBrand Strategy With Mark RitsonMark Ritson answers some of the burning questions I had around understanding the market and differentiation and positioning, specifically the U and the E elements of my TUNED framework. I asked him about business strategy positioning and brand strategy, what he thinks of Byron Sharps views on differentiation and distinctiveness, whether it is possible to own a particular attribute and how brand strategy is dealt with in the household name brands Mark consults with. I also wanted to know Mark's views on brand purpose. In this episode Mark and I discuss:RebrandingBrand purposeMarket researchMarketing st...
2021-03-3132 minBrand Tuned - Rounded Business DesignChandresh Pala - What is a Business Model? Make Sure You Use The Right One For Your BusinessChandresh Pala is the founder of Cohezia Venture Studio, which specializes in creating innovative, scalable ventures based on digital technologies. He shares insights on business models, developing a business and the importance of the brand name, among other things. In brief the episode covers:Choosing the right nameBrand identity explained by ChandreshHow to create products and sell themWhat is a business model canvas?The first stage of a business — exploration and learningA brand is more than a logo — it's your interaction, the team's interaction with the client, and how the customer uses & feel the productsThe future is abou...
2021-03-2645 minBrand Tuned - Rounded Business DesignShireen Smith - Why Fuse Brand Creation With Brand Protection?In this episode, I want to cross the chasm that exists between the worlds of branding and brand protection to explain IP in the context of brand creation, having seen the problems that arise when the interplay between brand and intellectual property is misunderstood.I share my insights on how IP is intrinsic to business, and it’s not just a legal subject to be left to lawyers and how not to assume that a designer or marketer knows all the key information about IP.In brief the episode covers:Building your personal brand Unde...
2021-03-1923 minBrand Tuned - Rounded Business DesignRoss Kimbarovsky - Engaging Services for Your BrandIn this episode, Ross Kimbarovsky, the founder and CEO of crowdspring explains the frustrations when hiring designers that led him to create a platform that makes the exercise a lot easier. Ross shares the challenges for businesses whenever they think about marketplaces. He started his career as a lawyer and he shares how his business journey led to his current business. In this episode we cover:The two audiences of a marketplaceWhat brand Ross particularly admiresThe common pains when hiring a designerTo what degree is intellectual property importantBrand naming - understanding your target marketUnderstanding minimum viable p...
2021-03-1133 minBrand Tuned - Rounded Business DesignCatherine Lang - Cline - Things to Consider When Hiring a Designer In this episode, Catherine Lang Cline the president and one of the co-creators of Portfolio Creative shares what you need to consider before working with a designer, writing your company brief with your values, mission and understanding what you are trying to deliver. This episode is essential for anyone wanting to work with designers as Catherine offers valuable tips on how to best work with a designer for developing a brand.Catherine emphasizes the importance, at the beginning, of finding a designer that specializes or has the taste level that you have for what your e...
2021-03-0433 minBrand Tuned - Rounded Business DesignBrant Cooper - Why Entrepreneurial Skills Are ImportantBrant Cooper is the best selling author of the Lean Entrepreneur which is a New York Times bestseller. In this episode he explains the skills every entrepreneur needs to have, and how these skills are important to achieving success. Brant shares insights from the startup world, how to create personas for your market research and how you can validate your research. In this episode we discuss:Brant’s business and brand journeyEntrepreneurial skills — why are they important? What are the struggles of large companiesUnderstanding personas and market research What is a success indicator for a startup busines...
2021-02-2632 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Does Copyright Protect Names?In this episode, I talk about copyright, how copyright is a wide-ranging subject that all businesses need to be aware of and how it's the most universally relevant IP right. This episode is essential for anyone wanting to have a deeper understanding of copyright and learn how you can protect the intangibles of your business. In brief the episode covers:In-depth insights on copyrightHow can you protect your names and slogans?Copyright protects original expression but not ideas themselvesCopyright covers written materials, computer programs, music, paintings, art and so many other things such as lo...
2021-02-2306 minBrand Tuned - Rounded Business DesignMonika Jansen - Creating Kick-ass Content StrategyMonika Jansen is the head kick-ass copywriter and strategist at her boutique marketing agency, Jansen Communications. She explains how small and midsize companies can create relevant content, get it in front of their target markets, and reach their business goals.Monika also shares her insights on how to better understand your ideal buyer and how having quality content can help and grow your brand. In brief the episode covers: How to know who is your ideal client?Her experience in creating her brandMonika’s process of helping her clientsUnderstanding the pains of your ideal clie...
2021-02-1932 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - What Makes an Outstanding BrandIn 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 elementsFinding the purpose behind your businessCommon problems with brand iden...
2021-02-1614 minBrand Tuned - Rounded Business DesignPriscilla Mckinney - How to Create a System For Your Digital Marketing SuccessCEO 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 companiesRight now I own and operate four different companiesI 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...
2021-02-1234 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Part 3 - Steps you Need to Take to Protect Your Idea for an AppWhat 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 appThe limitations of copyright protectionThe importance of first protecting your idea before turning to investors for fundingHow to deal with investors and raise investmentFactors that affect your chances of successKey Takeaways:The default rules of co...
2021-02-0912 minBrand Tuned - Rounded Business DesignJoyful Marketing with Shannon HernandezShe 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 inn...
2021-02-0529 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Part 2 - I have an Idea for an App, How to Protect it?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...
2021-02-0211 minBrand Tuned - Rounded Business DesignRuth King - How to Get And Stay ProfitableRuth 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 fromMy 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...
2021-01-2929 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Part 1 - How to Protect your App Idea from Being CopiedHow 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.
2021-01-2609 minBrand Tuned - Rounded Business DesignConnie Pheiff - Transforming the Human Spirit Through the Power of CreativityThe 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 businessConnie 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 t...
2021-01-2239 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Why is Failing to Capture Your Intellectual Property a Costly Problem?Topics Discussed in this Episode:Why it’s not enough to simply register a trade markWhy it’s important to take great care of trade marksWhy failing to address IP can result in lost opportunitiesWhat to do when you discover gaps in your trade mark protectionKey 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...
2021-01-1810 minBrand Tuned - Rounded Business DesignThe Right Mindset is Critical for Success in Life and Business.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 mi...
2021-01-1534 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Intellectual Property – The Challenges of Protecting IdeasIn 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 ventureWhy intangibles such a...
2021-01-1115 minBrand Tuned - Rounded Business DesignStop Assuming Your Customer is A Big Sophisticated BrandIn 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 y...
2021-01-0819 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Trademarking a ColourIn 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 colo...
2020-12-1413 minBrand Tuned - Rounded Business DesignGuide for Startups to Get InvestorsIn 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 organizationSpark Consulting’s brand journeyWhat is pre-seed, seed and series?How to...
2020-12-1126 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - How to Protect a Trademark InternationallyIn 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 brandWhat are the most...
2020-12-0708 minBrand Tuned - Rounded Business DesignImproving Your Profit Growth by Differentiating Your BusinessIn 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 businessShe answers the questions on how she accelerated speaking right from the beginning and how she gets paid for speakingHow to start a business...
2020-12-0435 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Why is Failing to Capture Your Intellectual Property a Costly Problem?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 markWhy it’s important to take great care of trade marksWhy failing to address IP can result in lost opportunitiesWhat to do when you discover gaps in your trade mark protectionKey Takeaways:It is surprisingly easy to overlook the importance of IP in the early stages of the...
2020-11-3009 minBrand Tuned - Rounded Business DesignHow to Turn Blogging Into a Huge IncomeDominic 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 businessWhat is a content website?Buy...
2020-11-2728 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Intellectual Property – The Challenges of Protecting IdeasIn 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...
2020-11-2315 minBrand Tuned - Rounded Business DesignAlex Bodini - How to Manage a Successful Digital Marketing Agency 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 journeyHis background and how he started his five businessesHow they work with clients and the challenges they hadThe power of socia...
2020-11-2029 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - What is Copyright?My aim in this episode is to answer 3 essential questions about what copyright is by giving you:Examples of copyrightReasons why you might want to have copyrightSome ideas for how to avoid some common copyright problemsCopyright is very wide-ranging in scope. Some examples of what it protects include:PhotographsMapsDrawingsTypefaces, music and videosWorks of art and performancesSoftwareBooksContent on websitesVideosLogos 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 a...
2020-11-1626 minBrand Tuned - Rounded Business DesignSimon Banks - Using Video to Scale Your BusinessIn 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 businessChallenges that he had at th...
2020-11-1324 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Why Understanding Intellectual Property Limitations Helps You to Be More Commercially SavvyIn 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...
2020-11-0921 minBrand Tuned - Rounded Business DesignAlison Edgar - Understanding Secrets of Successful SalesIn 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 f...
2020-11-0630 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - How to Protect Ideas Against Theft by Competitors and OthersIn 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 othersThe importance of confidentialityHow the patent system worksThe rationale behind IPWhen to use a non-disclosure agreement (NDA)The c...
2020-11-0225 minBrand Tuned - Rounded Business DesignThe Why and How of A Perfect Pitch for your BusinessIn 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 skillsThe formula to a perfect elevator pitchThe brand Chala particularly admiresHow to tell if a business has a good niche or notCreating a...
2020-10-3029 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - What is Intellectual Property and What You Need to Know About ItIn 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 IPThe problem with IP at...
2020-10-2624 minBrand Tuned - Rounded Business DesignFranchising, All You Need to KnowPaul 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 franchiseThe biggest challenge in franchisingWhat you should consider when franchising Paul’s insig...
2020-10-2329 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Brand Names and Trademarks – What We Can Learn From Oscar WildeSome 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 init...
2020-10-1924 minBrand Tuned - Rounded Business DesignWhy You Should Sell on AmazonJanis 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 AmazonShe started building brands and got two six-figure brands going now one is a whole line of reusable strawsThe big thing with Amazon is you have to differentiateShe 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 allThere's...
2020-10-1631 minBrand Tuned - Rounded Business DesignShireen Smith (from You Tube) - How to Start An Online Business Taking Action In the Right OrderSetting 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 propositionThe more thoughtfully you implement your ideas when starting your online business, the fewer actions you’ll need to undo or redo laterBeing 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 th...
2020-10-1216 minBrand Tuned - Rounded Business DesignShireen Smith - How to Use the Brand To Guide your Business Journey. 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 brandingA 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 alignedBusiness succe...
2020-10-0928 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Managing Your BrandTo 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 useEvery brand has its own distinct ‘identity’ and ‘promise’A brand is ultimately about substance rather than surface visual imageryBrand Value: The Brand is a Valuable AssetThe name is a very important component of your brand identity and should be chosen with trade mark law in mindThe question of brand...
2020-10-0506 minBrand Tuned - Rounded Business DesignShireen Smith - Brand Purpose Leads to More SuccessPurpose, 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 purposeIt is a bad idea to build in a purpose if it just isn...
2020-10-0231 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - The Knowledge Economy - The More You Learn The More You EarnGrowing 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 fitnessIn this new world of online digital assets, we need to develop the skills to...
2020-09-2808 minBrand Tuned - Rounded Business DesignFrom Corporate Executive to Building A Personal Branding and Marketing BusinessJeff 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 h...
2020-09-2542 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Are You Getting Engagement On Your Social Media Posts?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 ideasAlthough 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 brandGary Vaynerchuk’s advice is to engage more with others’ content if you want engagement with your contentIs there any point to my providing education and information for the world to free...
2020-09-2117 minBrand Tuned - Rounded Business DesignKitty Newman - How People Can Manage Their Social MediaKitty 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 centreShe set up her own business four years agoAs 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...
2020-09-1836 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Part 2 Licensing And Franchising, What Is The Difference And Does It Matter?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 routeOne way to scale their business is to issue a licence to a third party to deliver a related product under their brand nameGrant a licence to someone to sell your product under their own brand nameLuxury brands are highly sought after for licensing, as their brand brings a cachet to the product to...
2020-09-1417 minBrand Tuned - Rounded Business DesignTommy Balaam - Creating His Business and Growing it Through FranchisingTommy 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 actorsHe gradually built up and then he got 40 entertainers that worked for himFirst children's company that did a toddler group onlineStarted doing our online parties, and used zoom for partiesDoing parties in America, Canada, New Zealand, South Africa every, - UK business was global"I want to be unique, be my own, and...
2020-09-1132 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Part 1 Licensing And Franchising, What Is The Difference And Does It Matter?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 provenA franchise agreement will usually give the franchisor the ability to control how the business is runThe franchisor is expected to provide support to its franchisees in the form of marketing, access to trusted suppliers, systems, and other resources and skillsFranchising a...
2020-09-0714 minBrand Tuned - Rounded Business DesignAlex Hamilton - Creating the Team CultureAlex 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 contactsAbout three years in we had a rebranding exercise and came up with a current logo and look and feel...
2020-09-0428 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Why Begin With the End in MindPeople 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 happinessWorking Out My PurposeThose Who Always Knew Their Purpose Are RareBackground Behind My Career Choice of LawIntellectual Property and Business Are IntertwinedPeople simply need to adopt recommended processes and then induct...
2020-08-3118 minBrand Tuned - Rounded Business DesignShireen Smith - Why Have a Brand Strategy for Your Business? Part 2An 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 i...
2020-08-2818 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - Brands Staying Relevant at a Time of Deep CrisisWe’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 empathyIt’s easier to be seen during a recession than during a boom when there is a lot of noiseWe tend to tune out most messages in order to c...
2020-08-2413 minBrand Tuned - Rounded Business DesignShireen Smith - Why Have a Brand Strategy for Your Business? Part 1Whatever 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 T...
2020-08-2122 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - What Business Are You Really In?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 wayThe classic example that is given when people are talking about this topic of what business are you really in is the railroadsThe businesses that best understand the customer and create solutions that the customer wants to buy are the ones that ultimately winKodak is a cautiona...
2020-08-1718 minBrand Tuned - Rounded Business DesignShireen Smith - How Brand, Branding and Marketing Impact Your Business SuccessBranding 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...
2020-08-1422 min
Edvolution PodcastAlex Smith: Getting Sick From Stress, Societal Expectations, Choosing HappinessIn this episode, Alex shares how she built a successful sales career in New York City, only to leave the glamorous lifestyle and buy a one-way ticket to Brazil. She tells us about dealing with a pre-cancer diagnosis at the age of 24 and battling fear, insecurities, and awakenings all at the same time. We further discuss the importance of stepping outside of your environment and unapologetically being yourself. About Alex: Alexandria Smith is a seasoned Sales Leader that has worked for some of the hottest startups for the last decade all over the country. Currently leading Global Sales Development at...
2020-08-131h 15Brand Tuned - Rounded Business DesignShireen Smith (from YouTube) - 3 Facts About Copyright Everyone Should KnowThere 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 i...
2020-08-1023 minBrand Tuned - Rounded Business DesignLevent Yildizgoren - Building a Translation BusinessLevent 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 with...
2020-08-0734 minBrand Tuned - Rounded Business DesignShireen Smith (from YouTube) - How to Increase the Value of Your Business Without Increasing TurnoverBuilding 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 exitEBITDA – with its focus on increasing revenues is not always the yardstick by which a business will be valuedIf there is a strategic fit, and a little competition from another potential buyer in th...
2020-08-0524 minBrand Tuned - Rounded Business DesignShireen Smith - Building a Business to ExitIn 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 dayExit is generally an end that isn’t well understoodRealise that for every success there will be many businesses that don’t make it to the other side.EBITDA...
2020-08-0317 minBrand Tuned - Rounded Business DesignShireen Smith - Continuous Improvement – Get Going with Your PodcastIn 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 syndromeUnderstand the value of getting a podcast up and running3 specific benefits that listeners will get from each episode moving forwardThings to learn and get right if you want to have a successful podcastIt’s possible with podcasting to mak...
2020-07-3122 minBrand Tuned - Rounded Business DesignJeremy Miller - Brand Naming Process From Brand New Name BookJeremy 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 nam...
2020-07-2431 minBrand Tuned - Rounded Business DesignStephen Robertson - Accountant's perspective on IP Value and importance of IP foundations.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...
2020-07-1740 minBrand Tuned - Rounded Business DesignShireen Smith - Why Brand Protection is Important in MarketingIn 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’...
2020-07-1026 minBrand Tuned - Rounded Business DesignChrissie Lighfoot - Why a Brand Triage - Personal, Product and Company Brand - Increases ReachChrissie 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 stag...
2020-07-0141 minBrand Tuned - Rounded Business DesignA Product Designer's Perspective on BrandingTheo 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 co...
2020-06-2443 minBrand Tuned - Rounded Business DesignHannah Power - Develop Your Personal Brand and Grow Your Business.Hannah Power is a personal branding specialist who focuses on supporting purpose driven entrepreneurs and experts to become powerful online leaders.Has been immersed in the world of personal branding since she was six when her parents set up the first online business network.Two sides to her business: one side is about coaching and training and the other is an agency where they offer done for you services.Her agency does content creation and content sharing on social media and content collation platforms like YouTubeHannah is the author of the book - The Power of You...
2020-06-1625 minBrand Tuned - Rounded Business DesignShireen Smith - What Not To Do When BrandingShireen 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 businessesThree core IP rights you have to consider:CopyrightTrademarksConfidentialityHow not to make the same mistakes Tesco did with Clubcard because they didn’t combine br...
2020-06-1023 minBrand Tuned - Rounded Business DesignChris Radford - How To Understand Your Customers Better than your CompetitorsChris 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 competitorsPerfect - Creating Products customers lovePromote - Making sure customers can buy themPitch - Making it happen He believes that people only buy emotionally from people they like but that they also want a pr...
2020-06-0337 minBrand Tuned - Rounded Business DesignShireen Smith - Rethinking Your Brand? Use IP StrategicallyShireen 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 ser...
2020-06-0311 minBrand Tuned - Rounded Business DesignWill Critchlow - Growing and Selling his Distilled SEO ConsultancyWill 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. Bra...
2020-05-2737 minBrand Tuned - Rounded Business DesignBranding Home and Interior Sector BusinessesStephen 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 organisationsHe focuses on brand creation, brand development and brand review, refresh and maintenanceAs a result of the pandemic has been involved in helping a client develop a vi...
2020-05-2742 minBrand Tuned - Rounded Business DesignRonnie Fox - How a Focus on the Right Niche Led To SuccessRonnie 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.comBecame 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 workDeveloped an interest in the psychological aspect of employment work which led to moving into partnership workFormed the Association of Partnership Practitioners in 1998The Association of Partnership Practitioners contributed to the development of the...
2020-05-1927 minBrand Tuned - Rounded Business DesignBranding Financial Services Businesses For GrowthLaura 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...
2020-05-1519 minBrand Tuned - Rounded Business DesignDavid B. Horne - Add Then Multiply Approach to Achieving Unprecedented Growth in a Short Time ScaleDavid 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, ExitOne of the businesses he worked with achieved a growth of 25 x in just three yearsCovid-19 and lockdown will affect business valuations, but investors are still looking to invest once the pandemic is overRebranding two companies can bring them together and unify themIP and brand are key in the value of a businessHere is a link to David’s...
2020-05-1530 minBrand Tuned - Rounded Business DesignStephen Willard - An Employee Centered Approach to BrandingStephen 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 organisationHe discusses his approach to developing new product names in the tech industry, financial services and insuranceHis strong belief in empowering employees and rousing their emotions is his defining approachAccess the 7 Costly Mistakes to Avoid When Branding or Rebranding ...
2020-05-1518 minBrand Tuned - Rounded Business DesignJames Bridgman - Branding Early Stage BusinessesJames 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 researchMarket sizeCompetition analysisPrice pointsJames’ 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 businessesThe three phases James takes his clients through when he is consulting with them:Vision and MissionVisual designExecutionWhy you ha...
2020-05-0635 minBrand Tuned - Rounded Business DesignSusan Payton, Business StorytellerIn 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 storiesSusan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand guideWhy your customer’s story is the most important story of all, the one to focus onShowcasing what your customer needs will show you care about their problemsA goo...
2020-05-0628 minBrand Tuned - Rounded Business DesignDaniel Priestley - Building the Dent BrandDaniel 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 OversubscribedHow 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...
2020-05-0632 min
Brand Tuned - Rounded Business DesignShireen Smith - Why and How To Combine the Three Disciplines that Impact BrandingIn 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 jour...
2020-05-0610 min