Explore every episode of the podcast Brand Tuned - Rounded Business Design
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Title
Pub. Date
Duration
Exploring IP Internationally via Puerto Rico's Legal Landscape
06 Sep 2024
00:30:09
In this episode, Paola Zaragoza Cardenales, a dual qualified New York and Puerto Rico attorney discusses the similarities and differences between intellectual property laws in Puerto Rico and the UK. We discuss:
Intellectual Property Issues Faced By Farmers
Importance Of Integrating IP Into Business Plans
Legal Checks to clear names
Collaborating with Branding Agencies On Trademark matters
IP is much less formal in Latin America's economy according to Alberto Ramirez Bonilla, founder of BR Latin America. Tune in to explore how trademark practices differ in the South American economic landscape and why that matters.
Among other things the episode discusses:
How business design and naming unfold across Latin America
Branding and intellectual property in Latin America
Copyright protection for software and guidelines for naming conventions
Strategic Creativity - Being Relevant and Resonating
14 Oct 2022
00:53:42
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 distinctive
Brand construct and manifesto
Basic design principle you need to know
The idea behind balance design and color associations
Sonic branding
How to identify talent in identity design
Intellectual property law
Identifiers in brand design
Valuable Resources:
For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.
Shireen Smith (from YouTube) - Why is Failing to Capture Your Intellectual Property a Costly Problem?
30 Nov 2020
00:09:33
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 mark
Why it’s important to take great care of trade marks
Why failing to address IP can result in lost opportunities
What to do when you discover gaps in your trade mark protection
Key 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 check on Google, and if nothing untoward is found, proceed to use the name.
It’s actually trade marks that govern ownership rights in names, so it’s essential to search the trade mark registers. A Google search is not enough. Not everything you need to know about a name shows up on Google. People risk losing everything overnight when they use names that don’t take account of registered trade marks of others.
Online searching has its place but it’s no substitute for information focused on transforming ideas into reality. While there’s a wealth of information on the web, a crucial issue when it comes to intellectual property advice online is that much of what you find is generic, sometimes outdated, inaccurate, conflicting, and may vary depending on where you’re based.
Action Steps:
If you’re an inventor, writer, coach, marketer, creative or entrepreneur, you need to know how to identify the various IP rights you’ll be creating as you turn ideas into reality. Some basic tools at your fingertips will help you take initial steps to protect IP like doing due diligence.
When you have new ideas to implement, you’ll need to know the right actions to take, the right processes to use to protect IP that’s being created.
If you discover gaps in your trade mark protection, find out how to address them with the help of education and DIY. And consult a lawyer if you have remaining questions.
Shireen said:
“The internet has revolutionised the way we look for information, entertainment, and even relationships… So it’s increasingly common for businesses to look for legal advice online, too.”
“If you don’t know what you don’t know, how can you search for it or know whether you’ve found out everything you need to know? ...You need to learn to do things properly if you’re going to do your own trademark registration.”
Thank you for listening!
If you have any questions, connect with me on your preferred social media platform. I’d love to help. And if you’ve learned from this series of podcasts, do consider leaving a review.
Dominic 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 business
What is a content website?
Buying quality content websites
The price range of content websites
How you can turn blogging into something profitable
Podcasting & video — a growing medium for content
Why having a niche is super important
His experience creating his brand
Turning an active investment into a passive investment with selling websites
Shireen Smith (from YouTube) - Intellectual Property – The Challenges of Protecting Ideas
23 Nov 2020
00:15:09
In 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 world
Personal experiences in handling intellectual property matters
The overall objective of building a brand, product or business
How you can approach intellectual property
Addressing intellectual property by doing an IP audit & take corrective action
Intellectual property – being proactive at the early stages of any project
Alex Bodini - How to Manage a Successful Digital Marketing Agency
20 Nov 2020
00:29:18
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 journey
His background and how he started his five businesses
How they work with clients and the challenges they had
The power of social media platforms to put yourself on the map
Achieving scale in terms of digital footprint
Social media management and measuring of engagement
Three things they help client’s with — organic social management, paid social media and ambassador marketing/influencer marketing
My aim in this episode is to answer 3 essential questions about what copyright is by giving you:
Examples of copyright
Reasons why you might want to have copyright
Some ideas for how to avoid some common copyright problems
Copyright is very wide-ranging in scope. Some examples of what it protects include:
Photographs
Maps
Drawings
Typefaces, music and videos
Works of art and performances
Software
Books
Content on websites
Videos
Logos
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 assets.
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
In 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 business
Challenges that he had at the start of his business
Helping business grow with video
Video brand guidelines
How to make a video effective by having a plan or strategy
Video as the most effective way of communicating
Simon’s experience of creating his brand and how did he develop it
Tips for businesses that are trying to get video right
What you need to keep in mind when creating video content
Shireen Smith (from YouTube) - Why Understanding Intellectual Property Limitations Helps You to Be More Commercially Savvy
09 Nov 2020
00:21:27
In 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 will help you to protect your business. In this episode I cover:
Securing a trade mark
Copyright protection
Deep understanding of intellectual property
Protecting you’re business against copycats
How Google built itself as one of the largest brands thanks to intellectual property
Developing IP skills and knowledge that you need in your business
Developing your commercial awareness — understanding IP and its limitations
Intellectual property — avoiding the need to sue or the risk of being sued
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Alison Edgar - Understanding Secrets of Successful Sales
06 Nov 2020
00:30:09
In 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 from a genuine interest in the customer. In this episode we discuss:
The story of her name Entrepreneurs Godmother
Her approach with mentoring and coaching
What brand she particular admires
The methodology around behaviours when it comes to sales
What are the limiting beliefs in sales and how you can overcome it
The importance of why your brand should stand out especially in the marketing space
Understanding the correct sales process and asking the right questions to give you the right strength and confidence
Dyslexia - as being the biggest challenge Alison faced at the start of her career and business and how she overcame it
Shireen Smith (from YouTube) - How to Protect Ideas Against Theft by Competitors and Others
02 Nov 2020
00:25:59
In 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 others
The importance of confidentiality
How the patent system works
The rationale behind IP
When to use a non-disclosure agreement (NDA)
The case of Microsoft’s Tablet PC versus Apple’s iPad
How to maintain your competitive advantage
The use of confidentiality to keep methodologies and recipes a secret
Key Takeaways:
Keeping ideas secret is fundamental to protecting them
Confidentiality is one of the core three IP rights
Every great innovation began simply as an idea in someone’s head
Why the patent system will only grant a patent on innovations that are not in the public domain
The trade-off that the state gives us for revealing our ideas is a monopoly right
Copyright does not protect the underlying ideas but it only protects the way you express them.
Copying of ideas may pose a serious threat to your business
Why the state is constantly doing a balancing act
Protecting your ideas against competitors and others
How an idea is implemented determines how well it’s received in the market
What’re the huge commercial advantages to being first to market
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
The Why and How of A Perfect Pitch for your Business
30 Oct 2020
00:29:18
In 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 skills
The formula to a perfect elevator pitch
The brand Chala particularly admires
How to tell if a business has a good niche or not
Creating a brand for your business — three ways to really differentiate yourself
How she help’s people solve positioning challenges and grow their sales
The biggest mistake that's paralyzing small businesses right now
How she started her business and the challenges she faced
How she pivoted her business online once the pandemic started
There are many misconceptions when in comes to IP ownership.
In this podcast I outline why it's important to ensure you own what you create for your business. Owning what we do is about retaining control rather than giving away the value of our knowledge and skills.
Among other things, that involves understanding the role of names in business, and what is involved to legally own a name.
Failing to focus on ownership shows a fundamental lack of understanding of the interplay between branding and brand protection. The episode touches on:
Why marketers and designers need training in intellectual property.
What ownership of names involves.
The 2-step process to securing ownership rights in a name.
That ownability of brand elements involves making the right choices.
The drawback of failing to focus on ownership
Valuable Resources:
For the latest insights on branding, and brand strategy sign up to receive TUNED news weekly.
Shireen Smith (from YouTube) - What is Intellectual Property and What You Need to Know About It
26 Oct 2020
00:24:40
In 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 IP
The problem with IP at the moment
IP is the nuts and bolts of your business
Patents protect the way things work and how they function
The protection involved when you're creating a name
What you need to do wherever you are located in the world will be the same in order to protect your position
Three rights that come into their own — confidentiality, trademarks, and copyright
Trademarks protect your names, your logo and your distinctive branding
Your website, music, images, content, any software you have are protected by copyright
The idea behind trademarks is that terms that other traders need to use should be kept free
Naming is very important to suspend your beliefs about what makes for a good name
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Paul 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 franchise
The biggest challenge in franchising
What you should consider when franchising
Paul’s insights on how he started his business
The good practices and proper procedure in franchising
Shireen Smith (from YouTube) - Brand Names and Trademarks – What We Can Learn From Oscar Wilde
19 Oct 2020
00:24:54
Some 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 initial opinion about them
There are ways in which we all tend to feel different, even alienated from the world around us
A brand that attains cult status has a protective shield to stave off adversity that could seriously damage a lesser brand
The first impression includes the designs, but design is not the only factor that matters
The Name Is The Most Important Decision You Make
A name does indeed carry certain connotations, and is far from being just a randomly arranged set of letters
A lot of the big well-known companies have put a lot of thought into their names- Google based its name on a mathematical term, whilst Amazon chose its name due to its association with the South American river
Nowadays there is widespread awareness of the importance of being authentic
A brand is about delivering on a specific promise- it is something a business is known for
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Janis 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 Amazon
She started building brands and got two six-figure brands going now one is a whole line of reusable straws
The big thing with Amazon is you have to differentiate
She 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 all
There's actually quite a lot of competition on Amazon from third-party sellers
She is trademarked in Canada, and then she did what's called Brand Registry down in with Amazon
"I was reading about Amazon and its approach. They prefer wordmarks. For that reason that it actually gives you a monopoly over the words, a logo mark, you can register anything as a logo"
She has a bootcamp and guarantees you at the end of boot camp, you'll have your own Amazon store up and running, at least have the store so then you can figure out how you want to start selling on Amazon
When it comes to brands she admires, she really likes Tesla, their marketing and how they have situated themselves in the marketplace
Shireen Smith (from You Tube) - How to Start An Online Business Taking Action In the Right Order
12 Oct 2020
00:16:07
Setting 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 proposition
The more thoughtfully you implement your ideas when starting your online business, the fewer actions you’ll need to undo or redo later
Being 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 there
Online businesses can be set up very inexpensively, so it’s easier to test your concepts first, and it’s extremely important to do so
The first decision is whether to form a company and trade with limited liability or whether to operate as a sole trader
One of the earliest considerations for any business will be its trading (brand) name
To come up with a brand proposition that’s compelling and unique involves working out your purpose, positioning, brand personality, values and more
Unless you’re getting a low-cost website with little functionality do take legal advice before engaging a web designer or developer
Avoid doing things in the wrong order and your path to success will be much swifter
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Shireen Smith - How to Use the Brand To Guide your Business Journey.
09 Oct 2020
00:28:52
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 branding
A 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 aligned
Business success is much more about how effective you are in running your business than it is about your visual designs
While I am still writing my brand book, I have learnt a huge amount from the exercise, which will inform the new book I will be releasing in 2021
The strategic direction is hardly ever articulated verbally in a brand book by designers. Instead, you tend to get brand guidelines, which are essentially a style guide
Having clarity around your positioning is key
A comprehensive brand book would drill down into the language you would use, words you would or would not say even
Your mission is all about what your company aims to do
Strategy is something you use long term to inform your decisions
My experience with brand guidelines is that is not always comprehensive enough in scope to guide others in all the different situations when the brand needs to be used in a consistent way
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Shireen Smith (from YouTube) - Managing Your Brand
05 Oct 2020
00:06:24
To 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 use
Every brand has its own distinct ‘identity’ and ‘promise’
A brand is ultimately about substance rather than surface visual imagery
Brand Value: The Brand is a Valuable Asset
The name is a very important component of your brand identity and should be chosen with trade mark law in mind
The question of brand management is an important one because it is often absent for small businesses
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Shireen Smith - Brand Purpose Leads to More Success
02 Oct 2020
00:31:15
Purpose, 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 purpose
It is a bad idea to build in a purpose if it just isn’t there because it’s not going to be enough to just state your purpose
This emphasis on purpose has something to do with the millennial generation
Study after study urges companies to be purpose-driven
Simon Sinek picked up on this theme of purpose in his best-selling book Start with Why which sets out to demonstrate that a purpose-driven team achieves so much more
A purpose that your team members can get behind needs to be a high-level aspirational reason for existing and acting in your business
Purpose-driven organisations stay core to their mission by always keeping the “why” in mind
I have personally found it quite an elusive exercise to identify my purpose
Ted’s purpose is to spread ideas. They look for ways to make this purpose come to life
Only 15% of employees have an emotional connection to the company they work for
Research exists to show that consumers value brands that support charitable causes
If you can’t identify a purpose yet, then my suggestion is to just use mission and purpose as interchangeable terms
Personally, I have been interested to try to identify my purpose, what fulfils me, out of sheer curiosity
As Steve Jobs put it, doing work you love is important
The 17 sustainable development goals to transform the world
I kept revisiting my brand strategy, and recently when I was thinking about my purpose again, I had a flash of inspiration
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Shireen Smith (from YouTube) - The Knowledge Economy - The More You Learn The More You Earn
28 Sep 2020
00:08:44
Growing 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 fitness
In this new world of online digital assets, we need to develop the skills to get maximum benefits from them
In terms of ways to access knowledge, as a self-professed bookaholic, I own more books and kindle books than I will ever get a chance to read in my lifetime
My subscription to Audible has enabled me to consume numerous books as I go about my daily activities – such as when I’m walking or cooking
The beauty of this is that I can now try out an infinite number of books as I am out and about moving from one place to another or when I’m in the kitchen
Taking action is then essential
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
From Corporate Executive to Building A Personal Branding and Marketing Business
25 Sep 2020
00:42:25
Jeff 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 had grown from basically a company of one to two people, to over 20 contractors, that work dedicated to him, and now he has 87 people that are all 100% remote
Jeff looks for people that are tenured, and age isn't really the big factor for his business
He has two businesses, the marketing and branding agency, and 70% of his revenue comes from his second VA staffer business
He made a switch from being a cost for people to being a revenue driver doing marketing
His business has finally got to a point to where it runs itself. He doesn't do the hiring, he doesn't do the firing, he doesn't do the training. The only responsibility that he has in his business is a call at nine o'clock in the morning, that goes about one hour with his project management team.
It's about having a deep emotional connection to your audience. It's about being relevant and omnipresent in your industry
His favorite way to do marketing right now, which is totally under leveraged by most people is actually podcasting
One Brand, One Brand Voice - How to Align Everyone in your Company with the One Brand Voice
30 Sep 2022
00:41:52
In this episode, we discuss having one brand voice with Chris West, the founder of Verbal Identity. Chris is a specialist in helping brand leaders align their teams in one voice. He is also the author of Strong Language, the #1 best-selling book on Amazon in Language Communication.
We tackle the importance of having a great language and how this could create differentiation for brands. As we go through the podcast, we explore:
The power of language
Three levels of language
Having one brand voice for early-stage businesses
Visual attracts, verbals engage
Aligning everyone in a company with a one brand voice
Shireen Smith (from YouTube) - Are You Getting Engagement On Your Social Media Posts?
21 Sep 2020
00:17:53
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 ideas Although 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 brand
Gary Vaynerchuk’s advice is to engage more with others’ content if you want engagement with your content
Is there any point to my providing education and information for the world to freely take and use?’
I know this is a long-term game, and deep down I am confident the lack of massive engagement does not really matter, that I continue
Likes and comments aren’t the right metrics to focus on for anyone
Continuous improvement is something to strive for in every facet of the business, if not in life
Better to keep a presence on them all and then home in on improving your presence on your one or two platforms of choice in due course
There are a lot of silent listeners out there
You need clarity to build your brand, and brand strategy is something I very much help my clients with using our Brand Tuned offering
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Kitty Newman - How People Can Manage Their Social Media
18 Sep 2020
00:36:49
Kitty 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 centre
She set up her own business four years ago
As 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 kinds of ways to put things across and the way to get people talking to you about their business"
As mandated service they will post every other day someone on Instagram or LinkedIn or Facebook, Twitter will do twice a day, tweets twice a day
During the first month, Kitty says they go through and audit all the channels, look at what works, run some reports and look at what your customers are engaging with
She suggests trying to get your content written up ahead of time.
You need to consider strategy within your social media as she says
As she mentioned, you need to consider your tone of voice, your messaging, your call to actions, your creative your brand
Learn what she thinks are content pillars
She suggests if you're not having the desired effect, then let's look at what's what's going on for that
Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.
Shireen Smith (from YouTube) - Part 2 Licensing And Franchising, What Is The Difference And Does It Matter?
14 Sep 2020
00:17:09
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 route
One way to scale their business is to issue a licence to a third party to deliver a related product under their brand name
Grant a licence to someone to sell your product under their own brand name
Luxury brands are highly sought after for licensing, as their brand brings a cachet to the product to which they lend their name
Pierre Cardin is a classic example of this, by engaging in indiscriminate licensing, it devalued its brand and lost much of its cachet
One of the key issues is how ownership, control and use of the brand can be spread between different businesses
Why the Distinction Between Franchising and Licensing Matters
It’s not possible to escape the regulators’ attention by passing off a franchise as a licence because the law looks at the essence of an arrangement rather than its name
Business owners in the UK can, therefore, be misled into believing that franchising is their only option
Franchising gives you the potential for national and international expansion, rapid growth with lower capital outlay.
My suggestion, if it would work for your business model, is to give yourself time to evaluate whether franchising is the right option by testing the waters with licensing first
Licensing is a type of legal agreement for exploiting IP that is highly flexible
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Tommy Balaam - Creating His Business and Growing it Through Franchising
11 Sep 2020
00:32:20
Tommy 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 actors
He gradually built up and then he got 40 entertainers that worked for him
First children's company that did a toddler group online
Started doing our online parties, and used zoom for parties
Doing parties in America, Canada, New Zealand, South Africa every, - UK business was global
"I want to be unique, be my own, and then you can grow it"
The big goal is really to get on, you know, children's TV
Now to make money as a performer, it's literally just business skills for actors
Brand changed over the last 10 years
Each time you do a franchise, you got to really know who your client is
Shireen Smith (from YouTube) - Part 1 Licensing And Franchising, What Is The Difference And Does It Matter?
07 Sep 2020
00:14:01
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 proven
A franchise agreement will usually give the franchisor the ability to control how the business is run
The franchisor is expected to provide support to its franchisees in the form of marketing, access to trusted suppliers, systems, and other resources and skills
Franchising a business involves finding franchisees with the necessary skills and experience to operate branches of the same business
Licensing is essentially how you exploit intellectual property
Franchising is a type of licensing arrangement
The details of the terms and conditions in a licensing agreement will vary considerably depending on the business transaction you’re aiming to achieve
Before you embark on licensing it’s essential to ensure you have the necessary intellectual property rights in place
Another example of how licensing can be used involves giving access to your methodology for doing something
Using the wrong terminology, such as giving an exclusive licence to someone can destroy the owner’s rights to exploit its intellectual property
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Alex 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 contacts
About three years in we had a rebranding exercise and came up with a current logo and look and feel which we've pretty much stuck with ever since
I massively underestimated how hard it would be to put a new kind of business model in place in the law, to build up the business
We have refined the values over the year, but it's more a question of simplifying them rather than changing them
Start with the customer's needs, and that is absolutely fundamental to our thinking and we do keep coming back to that
We distribute responsibility across the firm and you can have quite a lot of responsibility as a junior lawyer
We do like kind of global market data contracts or content licensing agreements or service agreements and so on
It is very different, I think from a traditional law firm which emphasizes, I would say autonomy of partners, in terms of they can operate anyway they like, obviously, they, in turn, require the junior lawyers working for them to work in very particular ways
What we found most successful is feeding data back to the individual team members so they can always see how they're doing
a lot of companies were sceptical about buying remote legal services, and have accepted it now in view of the lockdown
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Shireen Smith (from YouTube) - Why Begin With the End in Mind
31 Aug 2020
00:18:23
People 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 happiness
Working Out My Purpose
Those Who Always Knew Their Purpose Are Rare
Background Behind My Career Choice of Law
Intellectual Property and Business Are Intertwined
People simply need to adopt recommended processes and then induct their team to follow them when implementing new ideas
One problem is that people assume branding is about getting pretty design work done
Another problem is that people don’t realise how vital it is to register their rights once they undergo branding
Businesses tend to change radically in the early years
Education and a commitment to working on the business is what branding should involve in the early days
Trademarks and IP, Business and Branding
Providing a multidisciplinary approach when branding a business is the key to ensuring that businesses undergoing branding increase their chances of success
Whether you’re looking for employment or are starting a new venture it’s vital to ask yourself some searching questions
Aspirations change over time
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Shireen Smith - Why Have a Brand Strategy for Your Business? Part 2
28 Aug 2020
00:18:46
An 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 in people’s lives
It’s not about how you differ from your competitors. It’s about the difference you make to people’s lives that should be your focus
Talk about that difference and value you bring, the outcome people can expect when they choose your business
Your values form the basis of your Mission and Vision statement
Often there is no urgent need to change your brand designs if you already have a visual identity
The brand strategy is essentially about creating a growth platform for your business
As part of your brand strategy consider what your brand personality will be
Making our communications effective in the face of an overload of information out there in a noisy world takes some thought
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Shireen Smith (from YouTube) - Brands Staying Relevant at a Time of Deep Crisis
24 Aug 2020
00:13:10
We’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 empathy
It’s easier to be seen during a recession than during a boom when there is a lot of noise
We tend to tune out most messages in order to cope in a noisy world
We are having to adapt to the changes
Providing support to help people get through this crisis, answering their questions whether on webinars or posted within the groups, or in other ways
Now is a great time for seizing that opportunity because the world has shifted and people are having to change their normal behaviour
Remember you have a window of opportunity right now to earn the trust of customers
We are out of our normal routines, so we are listening rather than in auto pilot mode ignoring most messages
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Shireen Smith - Why Have a Brand Strategy for Your Business? Part 1
21 Aug 2020
00:22:35
Whatever 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
Think about your brand strategy gradually, make notes, and keep updating your thinking
To stand out a brand needs to be legally distinctive, not just visually noticeable
In the 21st century it’s necessary to use IP to brand your business effectively
The name plays a fundamental role because many actions by competitors that you might want to stave off involve the brand name or brand designs
What associations do you have when you think of brands like Ikea or Apple?
What brand promise do you want people to associate with your business?
“Brand” is why we expect one thing when we come across a SWATCH and another when we hear the ROLEX name
Brand strategy also involves thinking about how to create a customer experience, branding, and communication messages to support the impression you want to convey
What quality or outcome do you want to deliver consistently and reliably
You should have a clear vision of the business you’re building so you can design your business to support how you want it to be known
The aim is to create a brand that comes to mind when consumers are looking to buy the product or service you offer
Work out WHY you do what you do
Nike’s purpose is to bring inspiration to every athlete in the world
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In this episode, I talk about brand strategy for start-ups.
Brand strategy is an overused term in the branding industry. I discuss what makes for a good brand strategist and how they can best support businesses.
Sometimes, design is what's needed. Other times it's support to understand which segment to target and how to discover buyers' wants and needs.
When working on brand strategy it is essential to be aware that there is a world of difference between the actions you need to take for a start-up to those you would take for an early-stage business to those you would take for an established brand. The work differs, not just because of the size or stage the business has reached but also due to the reason that the business is seeking your support with its brand strategy.
I discuss:
- The different brand strategies
- Proof of concept
- What makes for a good brand strategist
- The different needs that start-ups and early-stage businesses have
- Why choosing names and identifiers needs to be informed by intellectual property law.
Shireen Smith (from YouTube) - What Business Are You Really In?
17 Aug 2020
00:18:43
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 way
The classic example that is given when people are talking about this topic of what business are you really in is the railroads
The businesses that best understand the customer and create solutions that the customer wants to buy are the ones that ultimately win
Kodak is a cautionary tale that illustrates why it’s imperative to stay relevant to customers
I see a potentially worrying parallel for many law businesses such as my own intellectual property law firm
Clients need to get a brand, create an identity, and protect their intellectual property
Customers face real problems attaining a brand that’s legally protected and makes them more money because they often don’t know who to turn to achieve that goal
The intellectual property dimension falls by the wayside because its relevance isn’t that obvious to clients or to the agencies they use
Once the brand is created, businesses are unsure how to promote themselves
Clients need to promote their business to get customers and build their brand online
Smaller businesses lack the insights into brand management so don’t get the best from their branding spend
It makes complete sense for us to offer products and services related to intellectual property to support clients to get a helicopter view of their business, build effective brands, and have a more joined up approach to marketing
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Shireen Smith - How Brand, Branding and Marketing Impact Your Business Success
14 Aug 2020
00:22:18
Branding 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 take the right steps to develop your business.
We all have a name, a way of dressing, talking, and walking and subjects we are known for or topics we discuss. We have our own individual beliefs and opinions, and a certain personality.
As you become more known, you will evoke a certain response in others. The business will get a reputation, and its brand will develop.
One difference between a person’s brand and a business’ brand is that people tend to have an existing personality and style
Design is about how your business will work, not just how it will look.
The business’ identity is quite separate from your own personal brand even if you are a sole trader running your business singlehandedly.
Once you have worked out how you want to be known as a business you can get some designs to help support the overall impression and feelings you want your brand to evoke and convey
A common misconception people have is that you have to be a big household name to be a brand.
As founder of your organisation, you need to think about your vision for the business is
Branding is the activity of creating the visual identity for your brand.
Branding is as much about how you design your business as it is about your visual designs.
The visual identity would be the final aspect of the brand to put in place after you’ve thought through your brand strategy.
Branding gives your business an identity beyond its product or service. It gives consumers something to relate to and connect with
Marketing is more about bringing a product or service to market
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Shireen Smith (from YouTube) - 3 Facts About Copyright Everyone Should Know
10 Aug 2020
00:23:34
There 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 is quite a lot of confusion generally with intellectual property terms like copyright, trademarks, and patents.
The types of copyright works which are potentially relevant to individuals and businesses alike include:
books, brochures and written content
music
films and videos
photographs, drawings, and illustrations
logos and packaging
computer programs, and games.
Copyright only comes into being when a work is fixed in some sort of tangible forms, such as when it’s written down
There is no copyright infringement involved as long as the recipe they write isn’t a word for word copy of your recipe with just one or two minor changes say.
When it is not clear cut an experienced copyright lawyer may be able to advise you, but ultimately if it’s really borderline whether there is copyright infringement or not, this is ultimately a question of fact.
Ultimately we all stand on the shoulders of giants and there is no completely original thought. So, if you’ve developed your ideas drawing from a combination of sources then it’s more likely than not that it would be your own IP.
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Levent Yildizgoren - Building a Translation Business
07 Aug 2020
00:34:11
Levent 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 without its problems as the original name Levent chose and fell in love with couldn’t be trademarked, so they had to come up with a different name and settled on TTC We Translate.
They used the rebranding to emphasise their core values and how they are different to other translation companies
Their core values are - social responsibility, care for the environment, put people first, invest in people and they aim to align their core values with those companies they work with
Another aspect of their work is offering advice on cultural differences in different countries to help companies avoid making cultural errors
Levent particularly admires Amazon because of their customer service and their vision.
Shireen Smith (from YouTube) - How to Increase the Value of Your Business Without Increasing Turnover
05 Aug 2020
00:24:55
Building 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 exit
EBITDA – with its focus on increasing revenues is not always the yardstick by which a business will be valued
If there is a strategic fit, and a little competition from another potential buyer in the wings, a buyer may well be willing to pay a significant premium
Whatever stage your business is at – and particularly if you are at a growth stage or thinking about exit – focus on adding value to your business, you can’t look at IP soon enough
Examples of Sales Instagram, Whatsapp and technology companies Skyscanner
Intellectual capital includes
Human – that is the people element
Customer – all buyers of your products and services
Structural
Social
The human element comprises knowledge assets as described in the book Wealth of Knowledge by Thomas A Stewart. Strong customer capital is the value and strength of relationships that a business builds with its customers, and which is reflected in their loyalty to the business and/or its products and services. It’s a measure of the company’s brand. Douglas Atkin in the Culting of Brands maintains that the aim of a really successful business is to create a cult following among its customers.
Structural Capital - consists of the organisation’s infrastructure, processes and databases that enable its human capital to function. It’s the tools on which the organisation is built. They support the organisation to add value to customers. It includes the capabilities, routines, methods, procedures and methodologies embedded in the organisation.
Social Capital - refers to what makes social groups function effectively, such as the relationships between the various players, a shared sense of identity, norms and values. It’s a complex subject so a single definition of it is difficult. Social media is a component of this.
The objective when creating a valuable business is to focus on these different forms of capital and replace yourself so that it’s not about you anymore. Focusing on your systems and processes rather than purely on increasing sales and other revenue-generating activities enables you to increase the value of your business.
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In 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 day
Exit is generally an end that isn’t well understood
Realise that for every success there will be many businesses that don’t make it to the other side.
EBITDA is the traditional method of valuing a business used by accountants, namely earnings before interest, taxes, depreciation, and amortisation.
Value certain parts of the business – such as stock, fixed assets
In practice, exiting a business comes down to focusing on increasing revenues so that you have recurring income (preferably on contract). Other value drivers include IP, technology or media doing the work (to produce predictable and high margin revenues).
Synergies within businesses can result in a valuation that is far higher than the company turnover or traditional methods of valuation might suggest
We are living at a time when any company, even your small business, could learn from these examples, and be savvy about how to increase its value
As the web and technology become more important in our lives, it means intellectual property is inevitably critical to businesses aiming to succeed in some way using technology.
Daniel Priestley believes that one problem business owners have is that they don’t believe their business would operate without them.
If you decide that you want to work till you drop then perhaps your exit planning should involve identifying a few competitors your executors could approach when the time comes
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Shireen Smith - Continuous Improvement – Get Going with Your Podcast
31 Jul 2020
00:22:37
In 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 syndrome
Understand the value of getting a podcast up and running
3 specific benefits that listeners will get from each episode moving forward
Things to learn and get right if you want to have a successful podcast
It’s possible with podcasting to make changes to your podcast and refine and improve it over time
Getting a bank of podcasts in place before you launch your podcast means you can get started less stressfully
You don’t need to be an established content creator to become a successful podcaster
A podcast is an excellent way to build an audience from scratch and position yourself as an authority in your industry
Jeremy Miller - Brand Naming Process From Brand New Name Book
24 Jul 2020
00:31:50
Jeremy 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 names because we are experiencing a naming drought, so the hard part of naming is not coming up with a great idea. The hard part is finding an available name.
Names like Kodak or Acura that are invented words provide an abstract term or an empty vessel. And so the benefit of that is you can breathe life into it in any way you want.
Brand New Name is designed to be a naming sprint. Bring together a group of employees or individuals that are involved in the whole cycle.
Instagramer Kail Letkemann is a startup individual and doesn't have any employees at this point. So he assembled a group of individuals that were friends, colleagues, other followers on Instagram and he put a sprinting team together. And there were eight of them that participated in the process. They were volunteers who loved participating.
You need to work with legal in some way. You're not able to do it on your own. So, engage a trademark lawyer early in the process,
if you know right up front that you're going to need, if you're building say, a Google or a tech products that's going to be used in multiple jurisdictions or even a financial services product that might be used in multiple jurisdictions, knowing that is going to be the most important and complicated wrinkle of the whole project because now you've increased the complexity of finding an available name exponentially. That might determine the type of name you choose.
Global does not come up all that often, the majority of companies are focused on specific markets.
One of Jeremy’s favourite brands is Twitter. It's a suggestive evocative name of what the platform is like and it inform their entire identity and ethos from the beginning.
If you have questions on this episode or any other of the past episodes and would like Shireen Smith to answer them on the podcast please send a voice message to info@azrights.com
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Stephen Robertson - Accountant's perspective on IP Value and importance of IP foundations.
17 Jul 2020
00:40:14
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 beyond traditional registrable assets such as software, trade secrets, data and analytics.
Strong IP has value when selling a business and when properly valued can increase the amount a seller can expect to receive.
Shows clients how IP can increase the value of a business when selling: for example through strong customer relationships built over time, software licences and trade secrets in the form of unique processes.
Helps clients understand that IP can only go onto their balance sheet at market value by separating it out of the business. Also he outlines the value in using a holding company to shield the IP assets of the business.
Guides clients to develop an IP strategy that is a set of objectives that protects their IP and allows their business to become more successful.
You can email Shireen at: info@azrights.com with any questions for Stephen
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Shireen Smith - Why Brand Protection is Important in Marketing
10 Jul 2020
00:26:30
In 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’t own the rights to the brand name unless you register a trademark
Securing your name as a word trademark is the priority and you can then register a logo, tagline, music and packaging or other elements of your brand later
Trademark registration gives you power. If a big business wants to use the same name, they’ll often offer money to buy your trademark if you have legal title.
The trademark registry in the US will not allow registration if there is any conflict with an existing trademark
Laws in the UK and EU are not as stringent
It’s advisable to use a trademark professional in the first instance as it is easy to get it wrong
It costs ten times as much to deal with a complication as it does to register your name in the first place
China is a case in point if you manufacturer in China secure local trademark protection to avoid your brand being hijacked
Trademark is just one way in which you protect your brand. Another is copyright which is hugely relevant and will be covered in depth in the future.
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Austin Franke is the founder of Woo Punch, a brand design consultancy rooted in the science of how brands grow. Austin is also the man behind brandingbullshit.com, a newsletter that exposes common branding, marketing, and advertising myths, and co-hosts The BS Show with Stef Hamerlinck on YouTube.
In this episode of the podcast, Austin shares why the old notions of brand love are outdated. In keeping with the new format of the podcast, he delivers a 10-minute masterclass before being interviewed.
A 10-minute masterclass about brand love
The old notions of brand love that are outdated
Why distinctiveness is not synonymous with differentiation
The reality and the evidence-based insights into how brands grow
Chrissie Lighfoot - Why a Brand Triage - Personal, Product and Company Brand - Increases Reach
01 Jul 2020
00:41:57
Chrissie 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 stages of their careers to help them with their personal branding
Has worked remotely with lawyers worldwide, mentoring them to niche themselves and dovetail their personal brand with their company's strategy.
Uses the brand triage - strong personal brand, strong product brand and strong company brand to increase reach and depth of reach
Developed Robot Lawyer LISA in 2017 to help automate legal agreements online
Chrissie admires Oprah Winfrey for the way she uses her brand to bring about positive change as well as David Beckham for his use of his personal brand.
Theo 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 company selling the product
Currently, his typical project for a client is large and encompasses product design, packaging design and brand design including logo, name and messaging
He particularly admires Whole Foods and Apple for their consistent coordination and sticking to their fundamental principles.
Theo can be contacted through theowilliams.com
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Hannah's methodology comprises the seven core components of powerful personal branding. Her Scorecard helps you assess your personal brand to understand how well developed it is www.hannahpower.co.uk
Brands Hannah admires are:
Gabby Bernstein
Gary Vaynerchuk
Dr Joe Dispenza
Simon Sinek
Jeff Bezos
Steve Jobs
Bill Gates
Accenture
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