In this episode of the Brand Tuned podcast, we welcome Paul Fernandez, CEO of The Growth Guys, to discuss the journey of starting and branding his growth marketing company during the pandemic. Paul shares insights from his past experiences, the challenges of defining and living up to a brand promise, and the importance of adapting branding strategies as a business evolves. This episode shares an interesting point of view of branding through experiences including: An Agency That Delivers Results A Brand Is What Customers Tell You Developing The Visual Identity Creating A Team Culture ..read more

In this episode, Emmanuel Probst, a Global Lead, Brand Thought-Leadership at Ipsos and an adjunct professor teaching consumer market research at UCLA, shares with us how to create a transformative brand. Emmanuel has 17 years of background in marketing and market research experience, such as at IP source. He is also the author of Brand Hacks, and Assemblage - The Art and Science of Brand Transformation, which releases this coming January 2023. Among other things, we discuss: that brands can no longer just sell products. They must aim to be transformative for people and the world they live i ..read more

Having recently asked people what their top questions are about branding and IP (Intellectual Property), I decided to record my answers in this episode. The questions answered in this episode include: What are the different ways I can protect my brand? Do I need international protection or is UK protection enough? How do I explain to graphic designers I work with the importance of checking they are not infringing on anyone's IP? How can you be sure that graphic designers you work with hand over the rights to all the assets they create? How can you be sure they have done this fully? What do ..read more

In this episode I discuss some thoughts  following the recent podcast with Sean Adams,  an internationally recognized graphic designer, and the chair of undergraduate and graduate graphic design at Art Center College of Design in California.  I found Sean's approach refreshingly client focused and empathetic.  For example, Sean takes clients on the design journey and explains what he is doing and why.  This collaborative approach, and avoiding a big reveal at the end of the process, is more likely to result in an identity that the client finds acceptable. I think if ..read more

Is being unique your ultimate goal in your business? How, exactly, do you stand out from your competitors and make sure that you remain a purple cow?    A crucial part of a business’ success is being distinctive and visibly different from its competitors. This is the main objective in creating business brand. Having a recognizable and distinctive name helps ensure you will be able to stand out from the crowd.     Distinctiveness is about the identifiers we use. These identifiers are how consumers recognise brands. They associate them with you. It’s your name, and brand ..read more

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 successf ..read more

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 ..read more

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 comp ..read more

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 f ..read more

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 a ..read more