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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 their company instead of talking about their products. We cover: How to position a product so it sticks to the consumers' minds Common challenges people have around how to differentiate Measuring results through benchmarks  Reasons for the high failure rate of small businesses Linkedin: Sean D'SouzaTwitter: @seandsouzaBook: The Brain Auditpsychotactics.comView the podcast transcript here Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 separate positions and messaging for  products we supply.  We touched on: Brand purpose Ideas on how you can do positioning Positioning — how to create your positioning How does positioning tie with differentiation Creating a category — should it be part of your positioning? Examples of well-known brands and their positioning Linkedin: Ulli AppelbaumTwitter: @FirstTheTrouserBook: The Brand Positioning Workbookfirst-the-trousers.comView the podcast transcript here Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 to be remembered in the marketplace.  The episode touches on: The need to test the market to decide how to position your brand. Difference between differentiation and positioning with examples How to get your desired perception into the consumer's mind Social media – is it worth doing in terms of building a brand?  View the podcast transcript here Linkedin: Johnny MolsonTwitter: @disruptingadsBook: Campaign-O-Matic!wizardofads.org & molsonpartners.com Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 one of the biggest causes of frustration in sales. This episode covers: Why is it important to differentiate  What does a business need to do to differentiate itself and what examples Why the word "unique" is one of the biggest causes of frustration in sales Two types of differentiation — marketing differentiation and sales differentiation How to perceive meaningful value in what you're selling through an ideal client profile How some buyers don't see an objection to prices and value a product intrinsically How to work out who your target buyer is Linkedin: Lee SalzTwitter: @SalesArchitectsFree tool: Target Client Profile TemplateBooks: Sell Different! &  Sales Differentiationsalesarchitects.comView the podcast transcript here Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 with the rest of the brand identity and has to be simple and clean What happens when you nail your vision and its simple, the clear message becomes a turning point for your business How having a strong culture and vision allows you to attract the right kind of people when you’re recruiting talent. Why Daniel incentivises new hires to leave quickly if they discover his company isn’t a good fit for them  What presidential elections can teach you about the evolution of marketing Daniel released a new edition of his book Oversubscribed: How to get people lining up to do business with you in February 2020 The two main successful business variations are Lifestyle Boutique. 3 - 12 staff, profitable and lots of fun. The second is Performance business that employs 40 to 150 staff who are a talented team, it has recurring revenues, assets and a good niche in the marketplace. How businesses are valued by various methods including benchmarking, multiples of profit and based on their brand, market position and systems like Uber for instance. Linkedin: Daniel PriestleyTwitter: @DanielPriestleyInstagram: @danielpriestleyBook: Oversubscribed: How To Get People Lining Up To Do Business With Youdent.global Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 perspective that IP brings to naming Naming and whether descriptive names are a good choice The role of intellectual property in building barriers to entry against competitors Brand equity — three things it consists in View the podcast transcript here LinkedIn: David AakerTwitter: @DavidAakerdavidaaker.comValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 many interesting points including: The misunderstanding of the value of brands The reasons why brands might change their name and logo  Situational examples when brand names can't be protected Chesterton's Fence and how it relates to Tropicana's redesign The value in simple fame that defies logic explained by behavioural science The importance of understanding what the law means by IP in terms of branding How plagiarism is  policed through professional shaming in the advertising industry View the podcast transcript here LinkedIn: Rory SutherlandTwitter: @rorysutherlandBook: Transport for Humanswww.ogilvy.comValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 brand guide Why your customer’s story is the most important story of all, the one to focus on Showcasing what your customer needs will show you care about their problems A good example of business storytelling in action is TOMS shoes who donate a pair of shoes for every pair they sell. Susan can be found at thebusinessofstories.com LinkedIn: Susan PaytonView the podcast transcript here Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

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 policies and the importance of educating employees about intellectual property and trade secrets. This episode covers: Guiltless Gourmet's buy out talks with Frito Lay - an example of what not to do  with your trade secrets Steps an organization needs to take internally to protect trade secrets How to classify trade secrets possibly using red, amber and green classification Threats to leakage and theft of trade secrets Examples of brands protecting their competitive advantage through trade secrets Why reputation is the single most important issue for brands to focus on LinkedIn: John PryorInstagram: @the_ip_foundryFacebook: @TheIPFoundryWebsite & blog: www.exaltip.com/blog View the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Christine Mackay is the founder of  Salamandra.uk an animation agency,  she helps her clients to communicate complex messages using animation.  In this episode, Christine shares that even if you just have a word mark, you could animate your logo, and make it come to life. And in that coming to life, you could actually convey some of what it is that you do.  Animation is very malleable, and there are many ways to make use of it in branding or to explain aspects of the business. Movement attracts attention.  This episode covers: How Christine chose salamandra as a name from which 3-D Sal emerged.  That salamanders mean 'cute, funny and smart' to Christine . The power of animation in making a brand more memorable  How tone of voice was an important differentiator for her business. Companies often turn to animation to communicate complex messages. The difference between a video and animation.  The single most important thing a company needs to focus on to build its brand.  LinkedIn: Christine MackayTwitter: @SalamandraUKInstagram: @salamandra.ukBook: Destination AnimationWebsite: www.salamandra.ukView the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Lawyers and many other professionals are increasingly challenged to identify their distinctive skills and talents, and the capabilities they possess that cannot be readily replaced by technology or alternative ways of working and access to cheaper options. Richard and Daniel Susskind predict that professionals will be increasingly displaced in an internet society by AI and other technologies.  In an earlier book, The End of Lawyers, Richard Susskind had predicted that a new breed of hybrid lawyers will emerge, who are increasingly multi-disciplinary in order to succeed.  Hybrid lawyers are quite different to the lawyers of today who already claim they are deeply steeped in neighbouring disciplines, as project managers, strategy, management consultants and more but who often lack the depth of expertise in those neighbouring disciplines.  This episode covers: How internet society will bring fundamental change in the way 'practical expertise' of specialists is made available What professionals need to do to move up the food chain to become trusted advisers Parallels to the legal industry for other professions. The essentials to be "superbly schooled and genuinely expert” in multiple disciplines. A call for lawyers and others to consider the prototype Brand Tuned Accreditation View the podcast transcript hereValuable Resources: Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

In this episode, I share my journey starting in business,  how the business developed, grew, transitioned to virtual working and then reversed course to become what is now Azrights International Ltd.With Bill Gates' quote in mind, that most people overestimate what they can do in a year and underestimate what they can do in 10, and using Paul Jarvis' book,  A Company of One for inspiration, I'm thinking through my 10 year plan for the Azrights business and the Brand Tuned podcast. This episode covers: The business journey of Azrigths The steep learning curve involved in learning how to design brands. When you create a brand and choose identifiers you create intellectual property How IP laws determine whether identifiers will be distinctive enough to own and cost effective enough to protect The difference between distinctiveness and differentiation How use of colour can create distinctiveness. Why a brand protection strategy needs to be an inherent aspect of brand strategy. View the podcast transcript here Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

This episode discusses the book Creating Passion Brands – how to build emotional brand connection with customers by Helen Edwards. Essentially, it's key not to mistake being consumer focused with being consumer led. Some brands are asking for consumer approval for their every action even to the extent of asking consumers what their brand essence should be.  Being consumer-led in a brand’s strategic approach inevitably blurs the brand’s clearly defined brand image and makes it average. Listen in to find out more about How brand belief needs to infuse everything a brand does What to foster to build a strong brand What needs to remain true over time, and what can change as a brand develops. The importance of leading rather than  following Why the values need to drive the brand's point of view, and conviction. View the podcast transcript here Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Joe Glover is the founder of Marketing Meetup a place where people come together to learn about marketing and connect in a meaningful way. It’s not what he’s done, but how he’s done it that has led to the success of the Marketing Meetup. There are plenty of places where marketers can learn, there are plenty of places where marketers can meet each other, but what Joe realised was that there was a need for a safe place where marketers could come together because they love marketing, they’re curious to learn more, and want to connect with open minded marketers in a way which feels kind, lovely, safe, and inclusive. It’s a counterblast to the corporate approach that feels like you’re being judged by your job title and the size of your budgets.  In this episode, Joe shares his experience in community building. The community grew quite organically as people resonated with how they chose to do things. There was never a big ambition behind it.  The foundation was about humanity, coming together and listening.  That’s the group that Joe wanted to see exist and attend. Then over time they began to suggest how people should engage with one another - to say hello, listen and be positively lovely.  This episode covers: How Marketing Meetup came into existence.  Insights into building a community. How to reach out and better understand your audience. Forums you use as you build the community — Facebook, LinkedIn, Slack and Discord groups. Hubspot and Salesforce and other examples of successful strong community-based brands  LinkedIn: Joe Glover Twitter: @josepheglover Website: themarketingmeetup.com View the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Lucy McCarraher is an author, publisher, mentor and speaker. She has written 13 books and is co-founder of Rethink Press, which helps entrepreneurs to raise their authority, increase their client base and visibility  through writing and publishing books.In this episode, Lucy shares her experience in the recent rebrand of Rethink Press. We also discuss the importance of books, how to approach writing one given that a book is an iconic product. You don't want to undervalue or devalue the experience for readers by writing content that's too promotional. This episode covers: Their process of rebranding Rethink Press How the only formal branding action Rethink had taken before the rebrand was to secure the rights in their name.  What to bear in mind when writing a book — value is the name of the game Key steps for a business to take to ensure it stays on brand as it develops and grows Lucy's insights from her recent rebranding experience on how to differentiate from competitors. LinkedIn: Lucy McCarraherTwitter: @LucyMcCarraher Instagram: @lucymccarraherBook: A Book of One’s Own Website: www.lucymccarraher.com and rethinkpress.com View the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Karen is the leading expert in applied colour and design psychology helping businesses and design professionals to use colour and design to improve well-being, support mental health and create positive change in the world.  She is the author of the best selling book The Little Book of Colour - How to Use the Psychology of Colour to Transform Your Life. It's a revolutionary guide to boosting your wellbeing, putting you firmly in the driver's seat and on the road to changing the colours in your world to boost your mood, increase your motivation and change how you feel in an instant. In this episode, Karen discusses colour psychology, how colour influences how we think, how we feel, and how we behave. She gives her perspective on how colour should be used in branding, and that it should align with the brand personality, and values to influence buyers. This episode covers: Association of brand values with colour Case examples on a brand that's misaligned with the colour  How colour can be associated with a demographic or an age group How to create a brand from within and out  Colour as emotion — how it makes people stop and think why they are in business Finding the right colour for a brand — a colour that best represents a brand & the best reflectional representation of that brand Karen’s point of view about McDonald's green brand colour  LinkedIn: Karen HallerTwitter: @KarenHaller Instagram: @karen_haller_colourWebsite: karenhaller.com and thelittlebookofcolour.com Free ebook: The 10 Myths that Limit You using Colour EffectivelyView the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Lucy Werner, author of the books Hype Yourself and Brand Yourself, and founder of The Wern, a PR & design consultancy for startups has over 17-years of PR experience. She is  focused on teaching early stage businesses how to do their own publicity without spending a fortune. In this episode, Lucy shares valuable tips on how to develop a strategy for creating hype in line with your brand strategy to promote what you are doing so you make maximum impact. She also shares steps towards building a brand strategy based around your values.  We discuss: Strategies for creating hype for your business Insights and ideas on how to pitch a story to publications you want to collaborate with How she helps clients create their personal brand — the process & strategy  The importance of values, which shape everything as you build your brand Collaborating with like-minded business people to increase your impact The value of email marketing in business LinkedIn: Lucy WernerTwitter: @LucyWernerPRInstagram: @lucywernerprWebsite: www.thewern.comView the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Nick Lehrain, designer and creative director of Oliver Grace creative studio is focused on digital products.In this episode, Nick shares his views on brand and growth strategies, distinctive brand assets, the trend towards simplification of the unique identifying characteristics used for consumers to notice, recognize and recall a  brand.  What is Blanding Creating a distinctive brand — differentiation and distinctiveness to stand out His  approach to designing the visual identity for a brand  Examples of timeless logos from Logo Modernism book  The brand codes you need to use consistently so you are recognizable  The single most important issue to focus on and not lose sight of to build the brand LinkedIn: Nick LehrainInstagram: @nicklehrain & @olivergrace.studioWebsite: www.olivergrace.com.au Article by Nick: How to create a digital-first lean brandSuggested book: Logo Modernism View the podcast transcript here Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com

Paige returns to the podcast to discuss how smaller businesses and start-ups can do research to see their business from the point of view of the customer, before segmenting the market. Before founding Mavens and Moguls, a network of seasoned marketing professionals, she worked in organisations like Procter & Gamble, and Coca Cola, as well as for early stage businesses like Zipcar, Inc.com and Launch Media. She holds an MBA from Harvard Business School and Harvard featured her business as a case to teach MBA students how to start a successful business. In this episode, Paige shares some strategies for better understanding the customer you want to serve, in terms of what motivates them to buy. We cover: Some online methods to understand the market Considering who might be your ideal client Ways to understand what the market wants Listening tour as a way of touching base with your audience How Paige helps her clients  How to approach people so they don't fear being sold to when doing market research Different ways to segment your market — demographic data, psychographic data, behavioural data, geographic data and life stages LinkedIn: Paige Arnof-Fennmavensandmoguls.comView the podcast transcript hereValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com