Brand Tuned – Successful Brand, Successful Business

Brand Tuned – Successful Brand, Successful Business

Brand Tuned - successful brand, successful business podcast focuses on the strategies and tactics that lead to more time, more money and less stress in business. These are often the measure of success for entrepreneurs who want to use franchising or licensing (be it via online course offerings, or other ways of monetising their brand), to leverage their time and resources effectively. Design is about how the business works, rather than how it looks, so once you’re branded, and have determined your brand strategy, what role does the brand play in your journey to success? What really moves the needle in business? In exploring this topic Shireen Smith of Azrights will cover the role that intellectual property and brand protection play in business success.... Show More

Episodes

August 2, 2020 17 min

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 ...
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    Shireen Smith uses the ordinary dictionary meaning of continuous improvement as a philosophy for life and business. 

    ·      Get going with whatever you want to do, knowing you will work on improving it as you get more experience. Give yourself permission to try something without worrying that there may be a lot of room for improvement due to your inexperience. 

    ·      If you lose your job, it may be an opportunity to try something di...

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    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 t...
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    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 bran...

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    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 use...

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    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...

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    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 design and creative roles for the likes of Habitat, John Lewis Home and other.

     

    ●      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...

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    Hannah Power is a personal branding specialist who focuses on supporting purpose driven entrepreneurs and experts to become powerful online leaders.

     

    ●      Has been immersed in the world of personal branding since she was six when her parents set up the first online business network.

    ●      Two sides to her business: one side is about coaching and training and the other is an agency where they offer done for you services.

    ●      Her ...

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    June 10, 2020 23 min

    Shireen discusses How Not to Brand Your Business in the 21st century and talks about the lack of awareness of IP, Brand names, the silo approach and the importance of combining creatives and lawyers when creating a new brand or revisiting an existing brand.

    ●      Society has been transformed by Coronavirus with many businesses having to operate exclusively online.

    ●      The lack of awareness of IP and the intangibles it protects ca...

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    Chris Radford author of the book Attractive Marketing, is a former marketing director of Pepsi and managing director at Head Sports. His business, Differentiate, [http://www.differentiate.co/] supports business leaders to create better marketing and sales strategies.

     

    ●      His methodology, called The Attractive Thinking Approach is based around these five steps:

      ○      Pinpoint - Understanding customer problems

      ○      Position -...

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    Shireen introduces series 2 of the podcast explaining there will be a weekly release of a podcast episode, which will be a mix of solo and interview episodes. In this episode Shireen discusses how businesses are adapting to coronavirus and the prospect of a recession.

    For the next year we can expect more uncertainty in business.  Some businesses are pivoting to online solution, while others are rethinking their offerings.  It's ...

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    Will Critchlow, who has recently sold Distilled, the international SEO consultancy that he co-founded discusses how he developed the brand in response to the needs of the business as it grew. They looked at what the whole organisation stood for, and what was their meaning in the marketplace as it helped them recruit the right people.  

     

    ●      Post the sale of Distilled, Will retains Search Pilot, an SaaS product the business had de...

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    Stephen Fenton supports his clients to work out what they want customers to think, feel and do as a result of their brand. Winning client business was the hardest part of running his own business when he started out.  

    ●      Stephen owns and runs Zeke Creative https://zekecreative.com/ specialising in branding in the home and interior sector.  

    ●      His agency specialises in high-end home and interior clients from small businesses...

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    Ronnie Fox a UK lawyer, discusses how chosing his niche carefully helped him to build his personal brand during his long and successful career . Here’s a link to his law firm - https://www.foxlawyers.com/

     

    ●      Became partner of a top twenty law firm two years post qualification

    ●      In March 1989 set up his own firm with colleagues and ended up specialising in employment work

    ●      Developed an interest in the psychological aspe...

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    Stephen Willard discusses his unique employee-focused approach to all things brand related, and how he goes about supporting his clients to identify new names.

    ●      To build highly democratic brands where employees feel a part of the process – something that appeals to Millenials.

    ●      Their approach to branding is bottom-up rather than top-down, ensuring employee inclusiveness across the organisation

    ●      He discusses his appro...

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    Laura Janes of Uniquity Strategic specialises in marketing and branding in the financial services industry. In this episode, she discusses her process for branding companies that have had some traction and are focusing on actions to take them to the next stage of their growth.

    With a background in financial services marketing at Lloyds and AXA wealth before setting up Uniquity to help SMEs in the financial sector with strategy, mark...

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    David B. Horne on his methodology for scaling businesses, the impact of Covid-19 on business valuations, raising finance, and on his own plans. We also discuss how he developed his own brand.

    ●      His acronym FACE stands for: Fund, Acquire, Consolidate, Exit

    ●      One of the businesses he worked with achieved a growth of 25 x in just three years

    ●      Covid-19 and lockdown will affect business valuations, but investors are still l...

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    James discusses what’s involved to brand an early-stage business, and what work they themselves should ideally first do before seeking help with branding and communications.
     
    - The work that a company needs to do prior to working with James includes:
      * Proof of concept through research
      * Market size
      * Competition analysis
      * Price points
    - James’ agency then adds different ways to communicate with their customers, employees, partn...

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    In this edition of the BrandTuned Podcast Shireen talks with 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 starting a business that revolved around stories and how businesses should use stories
    - Susan Payton from The Business of Stories
    - Susan has trained in Nashville with Donald Miller - ...

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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 harmoniously...

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