Brand Tuned - Sharp Branding

Brand Tuned - Sharp Branding

Brand Tuned is a podcast about brand management hosted by Shireen Smith. It’s for entrepreneurs, marketers, and designers looking for insights into how to create, build and grow distinctive brands. Episodes include interviews with thought leaders sharing useful information on aspects of branding, from intellectual property and trademarks, to understanding your customers’ wants and needs, to using appropriate business models, setting the right brand strategy, and driving the strategy taking account of design, the customer experience, leadership of the team, and long term brand building. Shireen's book Brand Tuned - The New Rules of Branding, Strategy, and Intellectual Property proposes the TUNED framework for brand management.

Episodes

July 23, 2021 31 min

Margie Agin is the founder of Centerboard Marketing and author of the book Brand Breakthrough. In this episode, she shares her insights on developing the messaging and positioning for a company, how she does market research and more. We also discuss why brand projects can fail.?

Among other things we discuss the origin story of a company - how that story can be powerful in explaining why the brand was created. It humanises a company...

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Chet Morjaria, founder of Realign Global,? and author of the excellent book Work Worth Doing shares his unique insights about values, which are essential to consider whether as an employee or business owner.

This episode is a deep dive on values including how our values are formed through our experiences. It covers:

  • Defining values
  • Business values
  • How to articulate your values
  • Principles of narrowing down values
  • Building a business with ...
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    In this episode, Kevin Urrutia, a serial entrepreneur and the owner of Voy Media, an NYC based digital marketing agency shares his approach for setting up a new business based on his experience of setting up several businesses. He also covers how he finds the right team members to work for him and the importance of training for marketers. 

    This episode includes essential insights on how to use your vision as a founder to inspire you...

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    John Vuong, owner of Local SEO Search Inc shares his insights on local search, and how SEO helps businesses to grow. He outlines the pillars in creating a well-oiled SEO strategy for a website to start ranking for the service offerings it wants to dominate in.

    John also shares his insights on people’s buying behaviour to help better position your SEO efforts when people are ready to convert, the difference between paid ads and SEO a...

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    June 25, 2021 39 min

    Chris 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 brand
  • Controversial points of a cult brand
  • Can any typ...
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    In 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 ...

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    Brad 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 episo...

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    Rand 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...

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    In 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 a...

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    In 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...

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    In 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 m...

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    In 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 b...

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    In 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 ...

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    In 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...

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    This 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...

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    In 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 convers...

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    March 31, 2021 32 min

    Mark 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 househo...

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    Chandresh 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 name
  • Brand identity explained by Chandresh
  • How to create products and sell them
  • What is a business model canvas?
  • The first s...
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    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...

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    In 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 marketplace
  • Wh...
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