Brand Tuned - Rounded Business Design

Brand Tuned - Rounded Business Design

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


December 2, 2022 34 mins

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...

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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 infringin...
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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 c...

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

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

Brand Identity is not a one-size-fits-all solution. It's a toolki...

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October 21, 2022 23 mins

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. 

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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.


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October 7, 2022 15 mins

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 sh...

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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:

  • ...
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September 23, 2022 40 mins

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 essenti...

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September 16, 2022 36 mins

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, 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...

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June 24, 2022 40 mins

In this episode, Sean D'Souza of Psychotactics discusses how small businesses should approach differentiation when selling their products and services.  Sean is the author of The Brain Audit, and is a copywriter, cartoonist, and speaker. He is also the host of the three month vacation podcast. 

We discuss common challenges people have around differentiation, and how the biggest mistake people make is that they promote...

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June 10, 2022 41 mins

In this episode I explore positioning with Ulli Applebaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook. 

There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.  

We might have one central brand position, and sepa...

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In this episode, we discuss positioning and differentiation with Johnny Molson a marketing consultant and strategist with Wizard of Ads who helps small businesses to build custom marketing strategies. 

We consider the difference between niching, positioning, differentiation and distinctiveness, including the challenge of becoming known.  Trying to become known for one thing rather than three things makes it more possible t...

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Lee Salz is the Founder and CEO of Sales Architects where he helps clients develop processes to hire the right salespeople, effectively onboard them and align their sales activities with business objectives.

In this episode,  we talk about differentiation, Lee shares his insights on two types of differentiation which are marketing differentiation and sales differentiation. He also shares why the word "unique" is ...

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May 3, 2022 2 mins
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Daniel Priestley runs business accelerators for entrepreneurs. In this episode, he discusses the Dent rebrand, Lifestyle v. Performance boutique, and the new edition of his book Oversubscribed

  • How the entrepreneurial revolution shifts people to earn money through entrepreneurship and starting and growing their own businesses as the Industrial Revolution changed the way we live and work.
  • Why visual identity has to work harmoniousl...
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David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding, He has developed several concepts including the Aaker brand vision model.

In this episode, we discuss all things brand related, in particular names. We covered:

  • Why intellectual property is not included in the training of brand managers
  • The importance of being clear on the definition of IP
  • The different per...
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Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.

In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, the episodes touched on man...

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In 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 stories
  • Susan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story b...
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April 1, 2022 38 mins

John Pryor is a management consultant and founder of Exalt IP and intellectual property firm. 

In this episode, John shares his insights on trade secrets, including why it is so important to distinguish trade secrets from general know how in an organisation. Classifying an important recipe as a trade secrets gives you more powerful rights in the event of any breach of them. 

He walks us through trade secrets polic...

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