Brand Tuned - Smart Marketing, Better Branding

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It's really important that if you find a graphic designer that you like to sit them down and really talk about, what it is that they gravitate towards in terms of style, there's definitely tons of styles of a graphic designer, there are people that say they get you and then they don't get you. It's worth having that conversation, what might have worked for somebody else might not work for you In this episode Catherine explained: My background essentially started as being a graphic designer myself, I did that for about 15 years and then flipped between being a freelancer and working for corporations. And then eventually I started my own business where now I find people for different organizations, be it large or small, that are in need of advertising marketing people. I think it's really important that if you find a graphic designer that you like to sit them down and really talk about, what it is that they gravitate towards, there's definitely tons of styles of graphic design, there are people that, as they say, get you and they don't get you. So it's worth having that conversation, what might have worked for somebody else might not work for you. So, for example, if you're trying to sell like a new sort of motor oil, for example, it might not be the same graphic designer that works in the beauty industry or something like that. Granted, designers have a huge scope of tastes and range, but look at their work, see what they've done in the past. Talk about how they might approach your brand. And be really particular because I mean, your brand is everything. And if it's off the mark, then people aren't going to understand what it is you're trying to sell.I think you should start with, why your company exists. I think everybody starts for a reason. Sometimes it's, maybe you lost your job, and you thought now is the time to, take what you know really well and create it into a company include that. And then, why the company exists, what the mission is, and what your values are, what are you trying to deliver to the customer, that's really important. And it could be anything as far as you know, a quality product, explain what that means. It's maybe something that's healing, something that makes people feel better, include all of that in there. It's sometimes just worth to almost sit in as a therapy session with a designer and talk about what you're trying to do, and have them put the words together, have them put the design together. And the level that we're talking about for this, too, is fairly high up, it's somebody who has a fair amount of experience, you're not going to want somebody necessarily junior to do this. And it's worth the investment. I think when you're starting with a person, keep everything in like a sketch sort of form getting started with like, just thumbnail ideas, some quick sketches, just say I want you to put together some things that are really loose before really, really investing a lot of time in it. I think that is hugely important too, because somebody might just come back to you with a completely finished piece. Again, putting a lot of time and, and hours into it. And you don't like it. So start from the beginning as keeping it just really just almost, I would consider like a conversational sort of drawing.Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
In today's episode, my guest is Brant Cooper, who explains all about the skills every entrepreneur needs to have, and how these skills can help to achieve success. In this podcast he said:So I have a background in startups and I lived through the.com boom and bust-up in the San Francisco area and ended up writing several books on Lean Startup type principles, and leading to the Lean Entrepreneur. And so then we launched Moves The Needle to take that to very large organizations that don't tend to be very entrepreneurial.In today's day and age, this digital revolution that we're going through, what we find is there's uncertainty all across the organization. And so everybody needs entrepreneurial skills, they don't all apply them to the same degree.The entrepreneurial skills are ones whenever you face uncertainty, you have to be in learning mode instead of just execution mode. And so that's sort of what we teach is this entrepreneurial spirit that you, you use when you're when you need to learn instead of just, you know, just execute on the existing plan.I think the struggles with the large companies is that they know that they're not customer-centric enough. And they know that they're not agile in the sense they can't take in new information from the world and change what they're doing. And they just move too slowly. And so that's what their challenges were our challenges were really trying to find, how do we change the mindsetWe were lucky to have a really sharp designer, as one of our early co-founders, he ended up dropping out. But he was super talented. And, and so he chose our colours, and he developed the logo, and he just really gave us a solid feel. I think that that was who we were, I think we didn't really go through any of the traditional branding exercises that you hear about it. I was a marketing guy for a while in my startups. And so I've been through that I sort of understand branding, to a certain degree, I'm no expert like yourself, but a lot of that stuff, I feel is not that at least from the, from the brand artifact side, a lot of that stuff is not that important at the beginningStartups don't even know who their customer is. Right? And so if they, it's just sort of one of these things were often young entrepreneurs getting advice from people. The first people they get plugged into are lawyers and marketers. And they can spend a lot of money on both without actually even understanding what their business is yet.There was an entrepreneur I was helping in Madison, and he had this app that you choose an article of clothing, and then you'd hit a shuffle button and it would finish the wardrobe. And I'm all like oh yeah, that's pretty cool. So you know, what's your problem? What, how can I help you? And he said I need 1000 customers? And I said, Well, how many do you have? And he said, zero. And I said you don't need 1000 you need one? Go find one person who's willing to push that shuffle button, you know, go out, go out into the streets and see if you can interest anybody. And so I think, yeah, so that's how I think about, you know, going out and discovering customers, we love creating personas that try to describe who these different market segments might beGet Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  Brant's Twitter: @brantcooper - https://twitter.com/brantcooper?s=20Brant's LinkedIn: https://www.linkedin.com/in/brantcooper/Email: brant@brantcooper.com 
For names and slogans, you need to turn to trademark law for guidance. While for other works, such as those outlined at the start of this piece as examples of copyright works, generally, all you need to do to own your work is to record it in some wayCopyright is a wide-ranging subject, and relevant to many creative and non-creative industries.  Copyright protects original expression, but not ideas themselves.  So, if someone were to suggest an idea to you to execute, such as an unusual looking picture of a bird, or gave you an idea for a plot, you as the creator would own copyright in the picture or plot you produce,and the person who gave you the idea will have no rights to any share of it. People wonder whether copyright prevents them from using particular words for their product or business.  Even newspapers and popular online publications make the basic mistake sometimes of reporting names as being copyrightable. In fact, names are not protected by the law of copyright.  It is trademarks that protect names.Some famous examples of slogans which are also protected by trademarks are Nike’s Just Do It, and L’Oreal’s Because you’re worth it.What does this mean for you?  Well, for names and slogans you need to turn to trademark law for guidance. While for other works, such as those outlined at the start of this piece as examples of copyright works, generally, all you need to do to own your work is to record it in some way (for example by writing it down, taking a photograph, or getting it on tape).  Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
In this episode, Monika explains how small and midsize companies can create relevant content, get it in front of their target markets, and reach their business goals I've always worked in marketing. And in my career, until I decided to start my own agency and kind of, you know, found my niche and content marketing.While finding clients and not just I learned quickly that it wasn't just about getting clients, but getting the right clients, for me that we're a good fit. And this is something that I preach all the time now, and I'm actually very, very intentional about. I know exactly who my ideal client is, you know, high, high maintenance, clients that take a lot of time and a lot of brainpower and a lot of energy who just feels like they're sapping you. They require more work than an ideal client who is thrilled to work with you, who's easy and pays on time. So my ideal clients, actually, it's kind of it's broad and specific at the same time. So my ideal clients, or anyone, doesn't matter. We're industry agnostic. Doesn't matter. The industry doesn't matter the size of the company. Our clients believe in marketing. They want to invest in marketing and they want to work with experts. Who will be able to deliver and help them meet their business goals?So there's two actually, our ideal clients can be segmented into business owners, and marketing professionals. So a VP of Marketing a director of marketing within a larger organization, the business owner doesn't have the expertise or the time, and frankly, doesn't want to do marketing and just wants to hand it off to someone else. It's like hiring an accountant or hiring a bookkeeper or hiring an attorney to handle those areas of the business, that's their area of expertise, let them handle it. So you can focus on you know, what you do best, which is servicing your own clientsIt can be hard to track, you know, the impact of an email campaign or social media campaign, or, you know, creating thought leadership articles and getting them out on LinkedIn or, you know, other platforms, right, like, what what is the path? What is the journey that someone takes, you know, from the initial, the initial contact, you know, with a brand through to purchase. So, yeah, again, that can be really hard to track. And it's something that drives all marketers crazy, including me. So let's say you're putting out some great content, you know, you're active on your blog, you send a monthly newsletter, to your client list and prospective clients, people have signed up to hear from you. You're putting stuff out on social on Instagram, Facebook, LinkedIn, you know, whatever channel you use. So you're sending out these messages? Well, what you want to do is get people back to your website to learn more about you maybe get them into some sort of a marketing funnel, get them to download something valuable, when they're on your website, you really need to make a huge impact and a great, great, great impression that yes, you are, you are the expert in this area, you are the person to work with. Let's start building trust, let's start building a relationship. And if your website doesn't accurately reflect who you are, and what you do, and why you're so amazing, you're not going, to see the kind of lead generation and honestly create the brand reputation that you want your website for an especially now, you know, during the pandemic, when we're more online than we used to be, your website is really your home base. Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV http://www.jansencomm.com/
It’s when a brand is successful that it pays off to have built and protected the brand elements of its identity carefully in the early days, so, think about the legal dimension of your branding once you’re serious about your business because it can potentially comprise 70% of the value of your business.When looking for the purpose behind a business find one that’s capable of inspiring the team and customers too. Your “why” should be a belief that galvanises you into making long-lasting positive changes that drive growth and innovation.Given that intellectual property is part and parcel of business, a narrow perspective that purely considers intellectual property doesn’t serve many of the small businesses I often help You see a problem I notice is that some web developers, designers, marketers who help small businesses with their identity work,  don’t themselves understand IP. So they tend to not take a holistic approach and often neglect the legal dimension meaning that what is arguably the single most important decision a business makes gets side lined.Intellectual property is just a means to an end. It’s rarely the end itself. So, when businesses are creating a brand, choosing a name, having a logo developed and devising their brand identity or promotion campaigns, that’s when they also need to find out about intellectual property. IP is simply part of the exercise.When you have an offering or a way of doing business that is unique to you it becomes much easier to succeed as a business.You should formulate your strategy for how to stand out from competitors. Then execute on your plans.Differentiation effectively involves working out what messages to communicate to consumers so they know that buying from you will give them a specific benefit. This benefit must be powerful enough to influence a buyer to choose your business over all the other available options.Whether you get help to work out your differentiating strategy or deal with all your own “branding”, even design your own logo, I can’t stress how important it is that you take ownership of the differentiation strategy. You know your industry and service offerings better than anyone.Common problems with brand identities do tend to centre around names, logos or taglines. For example, a commonplace logo may be an image of a bunch of flowers for a florist.Descriptive elements might work from a marketing perspective but they don’t serve you from a legal perspective. If they are purely descriptive of the products or services you sell then names, and taglines will be incapable of protecting your market share.Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
CEO and Mama bird of the award-winning creative and digital content agency, Little Bird Marketing explains strategies that you need to implement as a business owner and as an owner of a marketing agency.She said:What I do right now is I manage a team of digital content and visual experts. And we create systems for predictable lead generation for companiesRight now I own and operate four different companiesI got started really helping people do some of that scrappy bootstrapping stuff with what was new, let's really look at, at his social media, and let's look at some guerrilla, marketing campaigns, let's put some dots together, that other people haven't done, let's not just mimic our competitor. I think that environment, where everybody was telling me I couldn't do it was interesting, it was an interesting challenge for meThe main IP that we created is a system called soar. And it is a content marketing system that is specifically designed to bring you inbound lead gen. And it is the so AR is an acronym, gotta have one of those. Yeah. But it is strategic, organized, accountable, and repeatable. And this is what I find is so big about advertising, marketing content, whatever you want to call it, I don't care what you do so much as you have to have a systemI work from clients all the way from 2 million to 50 million. And you'd be surprised who in the middle there does not have a strategy. And some of them have actually done persona work. But honestly, the reality is, it's in the drawer or, or nobody knows where it isLet's just say your average company there who's like, Hey, we're finally going to hire one person who's in charge of marketing. Well, that person in marketing many times comes to them and says, What do you want me to do? I'm happy to do it. They're very excited. They love marketing, and they want to do something, but they don't come to the table with the strategy with the system, and know how to actually direct the company so they can execute, but they're not quite sure what they're executing. We have a blend, that's, that's painting and all the one side, we have a blend of people, but when you hire one person, you're getting one skill, when you outsource that for the exact same price, you would pay one person and you get the strategy, you get, the whole, everything from us of, award winning designers, we have, social media expertsFor the majority of content out there, it's evergreen, we know what we're going to be putting out six or eight months from now. And those things are already scheduled. They're already hashtag, they're already researched, they already have keywords involved. And we know where the call to action is, we know how we're trying to bring the ideal client through the buyers journeyWe need to understand where they are before we can set some goals and have an actual recalibration of what they're doing. And so we don't come in and say, you know, we'll do this and it'll bring this many leads, if you don't, I feel like that kind of stuff is, you know, just, first of all, a diamond doesn't on the internet. And also it really doesn't understand the nuance of businessI don't want to work forever. I do some other consulting, I teach people how to be cut. And I teach, like wholesale teams, how to become influencers on LinkedIn, and Twitter. And that's something that I can take and consult.Thank you for listening!Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
What is the important first step to protecting your idea for an app? What do you need to do before turning to investors for funding? What are some of the factors that will determine your success? Today’s episode highlights all these and more.Topics discussed:How copyright works to protect an appThe limitations of copyright protectionThe importance of first protecting your idea before turning to investors for fundingHow to deal with investors and raise investmentFactors that affect your chances of successKey Takeaways:The default rules of copyright mean that the creator of the app will be the owner of the copyright in it rather than the person who pays for the development work.A good development agreement should clearly specify what is to be developed, the phases of the development, the payment plan, and how to resolve any disputes that may arise.Copyright protects the expression of an idea and not the idea itself. This means that if someone sees your app and decides they can do better than you, they can also develop the same idea.Action Steps:Before you select the right app developer, make sure that they will be happy to give you a copyright of the end product. Reflect this agreement in writing and also have a good development agreement in place.Don’t agree to terms that only give you copyright when the project is concluded and you’ve paid for it.Be mindful about the limitations of copyright protection.Whatever you do, don’t make the fundamental mistake of asking an investor to sign a nondisclosure agreement or confidentiality agreement to hear about your app idea. You need to have taken all the necessary steps to protect your idea before you turn to investors.Focus on developing key qualities such as abilities to lead a team, which is essential for success in business. Reinvent yourself or find the right team to work with.Shireen said:“When you have an idea for a new app, bear in mind that innovation alone is no guarantee of success. You need to do thorough research, set your marketing strategy, and really consider how best to develop the app to meet a market need so you can really get going fast with it.”“Obtaining financing isn’t necessarily about the technical feasibility or the originality of the idea itself. Sometimes it can be more about you as a person and whether you’re aware of the qualities and skill sets needed to convince the right people to support you.”Thank you for listening!Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
She is all about that joy in marketing, business, and life. She is a sought after expert in the world of content marketing and strategy, Shannon is known globally as the creator of the Content Personality™ Wheel. She explained:So I am a marketing strategist. But not any old marketing strategist. I chose a long time ago to brand myself as the joyful marketing strategist.I've been doing that for about seven years prior to that I was a New York City public school teacher. And I was teaching in inner-city Harlem, eighth grade. So they kept me on my toes taught me how to tell good stories I just kept building on my strengths, which are teaching training, inspiring and like breaking down marketing into simple concepts that people get. And that's pretty much what I did in the classroom all day long.That is where I started, I hired a coach, I hired a virtual assistant, I hired a website designer to do my branding, before I had any clients. And to this day, I know that mindset is what has helped me have this business that I have nowI have interior designers, in my programs, I have health coaches, I have business coaches, I have spiritual coaches, I have executive coaches and career coaches, and I have consultants that consult people on colour theory and it like you name it, what attracted them was the message of, if it ain't joyful, we do in that shit. And I think it speaks to just wit if you would think about your journey, like as, as a business owner, and in the online space, as we heard for years, and you've probably been doing this a lot longer than I haveI actually realized about 20 months ago, I was an introvert, operating as an extrovert. And I could not figure out why I kept crashing, it was a cycle of lots of excitement, like push energy, if you will, not pushing you out of alignment, but just lots of people, lots of excitement, I did lots of events, you know, when we could hold events, I did these things, and then I and it would be great. I have a lot of people who come to me because last year I actually started talking about the transition from extrovert to introvert. And there are so many ways introverts can stay in their joy can stay in their power and market their business without crashing and you don't have to be visible, right?I built my business one to one initially, then I kept out, I continue to cap out, it doesn't matter how much I charge, they just pay one on one.In the confident Expert program, the outcome is we're gonna work on their messaging, which is always the basis of marketing, right? So we help them with their messaging, we help them find marketing that's joyful for them. And that's through the content personality quiz.Thank you for listening!Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
What’s the best way to protect an idea? How do you make sure that your app idea is secure when you’re trying to find the right developer to create it? In this episode, we talk about all the ways you can protect your idea in the early stages of development.Topics discussed:What you can do to protect your idea during the initial stage of development.Things to remember when choosing the right developer.The importance of having an agreement with the developers that protects you.Ways you can protect your app after it’s developed. Key Takeaways:Confidentiality is the only way to protect a mere idea. It’s easy to get excited about a new idea and want to share it with others. Keep the idea for your app confidential when discussing it with people and developers. When interviewing a number of developers to find the best one to work on your project, you should have a different idea to discuss with them so you won’t be hampered with needing a non-disclosure agreement to protect your main idea. It’s up to you to make sure that the agreement with the developer protects you. If there is no agreement between you and the developer then the law automatically gives the developer the copyright in the app because they created it.Action Steps:Develop the habit of being selective about who you reveal your ideas to. Do not discuss your idea with developers right away. Do thorough research on the developers you’re interviewing and make sure you read through their terms of business and legal agreements. Key things to look out for include: Their past experience, client references and testimonials, and how they charge.Make sure that you secure copyright from the developer in writing before you commit to engaging in their services. Otherwise, you will not own the copyright in the app.Shireen said:“Confidentiality is the only way to protect a mere idea at this stage. If you have an idea for an app, chances are the first thing you’ll want to do is to find someone to develop it for you. I’d advise against discussing the idea with any developers though.”“Every idea will involve different intellectual property considerations. Some will highlight design protection, you know others may involve a patent protection and yet others will involve copyright. All concepts provide an opportunity to develop a brand.”Thank you for listening!Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
Ruth King, known as the profitability Master, explains how she helps companies become and remain profitable.In this episode she explains:My background is actually engineering and finance. And when I was in MBA school, I found that I really had a knack for numbers. And that's where helping the small businesses become profitable and build wealth actually came fromMy rule has become even if you're profitable, no more than 80% or no more than 20% of your customers in one industry, or not have any single customer to have more than 20% of your revenues.Essentially, we look at their p&l on their balance sheet, and we figure out where they want to go. And number one, we have to make sure that they are profitable and that they're generating enough profits that they are comfortable with at the present time.If your employees are not productive, and your customers are not profitable, you don't need them.You measure it by what's called net profit per hour and overhead costs per hour. Net profit per hour is for every billable or every revenue producing hour of your that your employees produce their products, how much profit actually drops to the bottom line.  So if you start tracking time, and you start tracking what they're doing, amazingly, things happen to increase profitability, it just that  what everybody's watchingI do individual consulting, which is the one to one, and then the one to many can be done in many different ways. I've got many videos up which talk about different parts. I write to turn on the light bulb and people so that they get it? My goal in life is that people understand how to get and stay profitable and understand their p&l and balance sheets.I'm known now as profitability master. There are many of my clients are known for different things, some are known for taking care of exceptional service in the mind of the customer. And your brand has to somebody thinks of you, they have to thinkRuth has a website, Profitability Revolution with hundreds of videos which anyone who buys one of her books, such as the Courage to be Profitable would automatically get access to.profitabilityrevolution.com Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
The jewel in the crown of the Pheiff Group, Inc., a million-dollar coach, business strategist, committed advocate for transforming the human spirit through the power of creativity shares insights into how to transform your life and businessConnie Pheiff Explains:I have four former corporate executives. I've had this business 13 Actually, I was thinking about a time almost 14 years.  I had no I mean, there was no original intention of becoming an entrepreneur and having my own business. But you know, I always say I was groomed for corporate. And I made my way to the CEO position.I have a voice as a professional speaker. So I started the agency because I have a very strong background in business, and much, much better than being a speakerBeing in corporate is so much different than having your own business. I thought, you know, this was my ego. And I thought, well, people know me, I was CEO and I'm going to set up shop and people are just going to call me. Well, it didn't happen that way. People weren't calling. And so the biggest challenge for me was learning the right technology platform, learning the best way to connect with my true audience and getting very clear on the audience that I was going to be working with and helping That was a challengethe leader owns that culture of the organization. So how do they bring it in throughout and really help their people truly, do what they do bestThe true definition of a leader is really finding, you know, where your people are, where they excel, what their needs are, and then when you understand that, and, you know, execute on itThis showcase hit phenomenal numbers because it is very different. Where we bring the speakers into a professional theatre, to showcase them, and we stream it out live around the globe to event planners, so we want to get them in front of and we crashed the system, we had over 800,000 people trying to register in a very short time, and it totally took them our systemIt's all about your personal brand. And our signature line are one of our brands is you are the brandEverything you talk about is branding, and  the individual brandEverything that I've done over the last almost 14 years, I've put it into a video course. And some other experts, too, that I work with, they're in there as wellSo the process is when they first come to us, it's typically by referral. Or perhaps somebody that I might reach out to or my podcast, so I do have a sizable podcast myself, and congratulations to you called the Connie five showSo we have very high standards. So in our timeline, you have to respond to that within two days. And then once you respond to that, the team and I get together, look at it, within three days time, we get back to whether you're going to come on or not. And typically, by the time you get the application, I've already had a discovery call with you. And I already have a sense of whether or not you know, we want to be working with you Once the coaching and mentoring is done, then we could say, they've graduated, and now they're on the label. And then once they're on the label, we also have some strategic partnerships with other groups out there, such as E speakers, they're an international database for speakers and entertainers. So our folks get listed on thereCRAZY ONES™ - https://www.conniepheiff.com/crazy-ones   Get Access to The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV    
Topics Discussed in this Episode:Why it’s not enough to simply register a trade markWhy it’s important to take great care of trade marksWhy failing to address IP can result in lost opportunitiesWhat to do when you discover gaps in your trade mark protectionKey Takeaways:It is surprisingly easy to overlook the importance of IP in the early stages of the creative process. Some people believe that tasks like choosing a business name for a new product or service do not involve legal considerations, that they can pick any name, do a check on Google, and if nothing untoward is found, proceed to use the name.It’s actually trade marks that govern ownership rights in names, so it’s essential to search the trade mark registers. A Google search is not enough. Not everything you need to know about a name shows up on Google.  People risk losing everything overnight when they use names that don’t take account of registered trade marks of others.Online searching has its place but it’s no substitute for information focused on transforming ideas into reality. While there’s a wealth of information on the web, a crucial issue when it comes to intellectual property advice online is that much of what you find is generic, sometimes outdated, inaccurate, conflicting, and may vary depending on where you’re based.Action Steps:If you’re an inventor, writer, coach, marketer, creative or entrepreneur, you need to know how to identify the various IP rights you’ll be creating as you turn ideas into reality. Some basic tools at your fingertips will help you take initial steps to protect IP like doing due diligence.When you have new ideas to implement, you’ll need to know the right actions to take, the right processes to use to protect IP that’s being created.If you discover gaps in your trade mark protection, find out how to address them with the help of education and DIY. And consult a lawyer if you have remaining questions.Shireen said:“The internet has revolutionised the way we look for information, entertainment, and even relationships… So it’s increasingly common for businesses to look for legal advice online, too.”“If you don’t know what you don’t know, how can you search for it or know whether you’ve found out everything you need to know? ...You need to learn to do things properly if you’re going to do your own trademark registration.”Thank you for listening!If you have any questions, connect with me on your preferred social media platform. I’d love to help! And if you’ve learned from this series of podcasts, do consider leaving a review.Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
In this episode I discuss mindset with Croz Crossley who explains how to improve their mindset in life and business.I've been a serial entrepreneur all my life. And I, I had a rather large security company, which did personal bodyguard work, it did crowd control, it did work at the Parliament House for securityYou can't skip the steps. Wherever you are in business. That's where you need to be to learn all about that step before you move to the next stepHow powerful mindset is, you know, the ability to set a goal, the ability to make where you are, where you want to be and the ability to forget the past because I was dragging what happened with me with the security business round as a reason to explain why things were going wrong nowIt was amazing. what started happening, you know, it was just such a comforting thing to sort of all of a sudden realize that yes, I was in controlWhen you're stressed, you're never presentYou're sitting there and you're not in your head in the web, you're not listening, you're not paying attention, it's because your mind is trying to solve another problem at the road or what's, you know, it's all over the place, it's not presentOnce you align everything, it all amazing things start happening, because you see opportunities are always presentYou can't read a book and get this information you can but you need that interaction with someone that can say, No, no, no, no, I'm not gonna do it. If you do it like this. Oh, that's the reason that happenedEveryone says it doesn't work. But they don't apply it correctly. And there is a set process to do it. And the first thing is, is having that faith and belief in yourself and being relaxed. And then once you tune in if you've obviously heard of the reticular activating systemEverything starts with a thought every single thing starts with a thought. Right? And there's lots and lots of different bits. But basically, the science of success is to have a clear mental image of where you're goingWhat you do is you create a vision of what you think you can get, not when you really want is two different thingsGet Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
Since for many people, an idea is their key to economic success, being able to protect its resulting output as intellectual property is crucial if the business is to succeed and grow in valueEverything begins with an idea. Every idea invariably results in an intangible manifestation of it once it’s brought into the real worldIntellectual property law is the legal area that governs intangibles, so it has a significant role in today’s digital worldThe term “Intellectual property” covers a large area of law, including patents, trademarks, copyright, designs and trade secrets and other confidential informationPeople assume they will automatically own intellectual property, and when they’re ready (for example, because they’ve achieved success in their business) they can turn to protecting it. That’s not how it worksTo avoid losing an opportunity to create valuable intellectual property, you need to be able to first identify what you’re about to create, and take the necessary actions to capture itLeveraging IP is how the value embedded in it is realisedThe time to consider IP is in the very early stages of a project when the new venture is just an idea in your headAs intellectual property comprises copyright, trademark, design, patent, and confidentiality it means that the actions necessary to turn an idea into reality will differ depending on the type of IP that idea would generate once it’s implementedProtection of IP can be costly as specialist lawyers are expensive.  So the cost and difficulty in enforcing IP rights can be a real burden on SMEs that would prefer to focus on growth-related opportunities and scaling their business at the lowest cost possibleif you choose a brand name sometimes, you should learn how to legal checks of the trade mark registers yourself in order to select an appropriate trademarkIntangible assets cannot be measured unless they are managed. Focusing on intangible assets is the way to preserve the investment a business makes in its brand, creative efforts, designs and technologyGet Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
Placing undue emphasis on marketing brands at the maturity stage leaves marketers struggling to know how to find a coherent blueprint for small brands, and that includes how to take account of intellectual property For the Brand Tuned book - The New Rules of Branding, Strategy and Intellectual Property my focus has been different because the book is all about what a small business needs to take into account to create a brand. My ideas around brands, branding and marketing have evolved somewhat since I first launched the podcast More than 99% of all businesses in the UK are small or medium size SMEs with fewer than 250 employees. The numbers are similar in Europe and the US Small brands do not have a legal department to take care of IP. Often the small business client knows nothing about IP and is assuming their marketer/designers know all that’s pertinent to their discipline In the early days the small business needs to focus on finding consumers to buy from it so it can survive and still be in business the following year.Placing undue emphasis on marketing brands at the maturity stage leaves marketers struggling to know how to find a coherent blueprint for small brands, and that includes how to take account of intellectual property.Intellectual property is fundamentally part and parcel of business IP isn’t just a legal subject you can leave to the lawyers because it needs to be borne in mind during brand creation Marketers are having to plug the gap in their skillset by learning on the go, sometimes through hard experience The podcast is for entrepreneurs, agencies, marketers, lawyers and designers looking for no fluff guidance on branding and marketing Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
How do you protect your original app idea from being copied by others? And what are the key considerations you need to know when it comes to developing a successful product? We talk about all this and more in today’s episode.Topics discussed:Why it’s important to protect your app idea from being copied.What it takes to transform an idea into a successful app or product.The legal protections you can use to protect your intellectual property.The importance of researching the different legal tools to protect your app idea.Key Takeaways:Any idea for an app, no matter how groundbreaking it may seem, only has the potential to be a successful product. You’ll need to address various issues along its development before you can transform it into your vision. In the end, the success of your app depends on whether your idea is well received.There is the real problem of how to protect your idea so that you benefit from it. Unless you know how to develop an app yourself, you’ll need to hire the right person or company to develop it for you. This requires using the right agreement to plan the project and protect your interest.Protecting your intellectual property needs to be covered in your plans first and foremost. You need to know how to use the law to support you if you’re to achieve your aims. Ignoring the law can lead to discovering unintended consequences that can prove fatal to your entire project later on. Action Steps:Critically assess your idea. Spend time doing really thorough research on your product and check it’s market viability. Before you take any steps to implement an idea, take the time to understand the legal protections you can use to protect it. Learn the five principle rights covered under intellectual property, namely: copyright, patents, trademarks, designs, and confidential information.Shireen said: “Quite aside from the very real practical problem of finding somebody who understands your vision and can deliver an app that reflects what’s in your head, there is a real problem of how to protect the idea so that you benefit from it.” “If you don’t take the right actions very early on when you’re creating something, if you’re not careful how you implement your ideas, then you may actually lose the opportunity to own a valuable intellectual property right.”Thank you for listening!Get Access to  The 7 Costly Mistakes People Make When Branding or Rebranding eBook - https://bit.ly/2VuUmsV  
You need to know what you’re doing when it comes to choosing the best brand assets to create, and which to prioritise creating and protecting. When you know that securing a colour as a trademark is unlikely, it means you can perhaps relax around colour and instead put more emphasis on bringing other brand elements to the fore more when advertising.Why would you want to trademark a colour given that colour is difficult to trademark, and is part and parcel of every visual identity, even those that opt for black and white? It is rare to hear of someone having to rebrand because they’re using someone else’s colours after all.Your logo, brand colours or shapes and other visual or aural elements of your branding are the identifiers that anchor associations in customers’ minds to the brand name.The important objective of branding is to build mental availability and colour is part of the way busy people become aware of a brand and associate it to the brand nameThe use of colour and visual identities can be a great communicator of a brand’s values and messages communicating without any need for wordsThe visual identity as a whole triggers mental associations to the brandThe purpose of a trademark is to protect the identifying signs that enable buyers to recognise the origin of your goods or servicesif you can secure a trademark the benefit of doing so and getting rights to a particular pantone colour is that you have a legally enforceable right to stop competitors using the same or confusingly similar coloursWith logos, you can readily register a trademark and enforce your rights in the logoThe way legal rights like trademarks work, is that if a competitor realises your rights are strong, they avoid copying youA non-conventional trademark like colour is not at all straightforward to secureBy strategically using other intellectual property rights to protect its bottle shape and make it more difficult for competitors to copy the bottle, Coca Cola gradually associated its bottle shape in consumers’ minds by clever advertising that consistently associated the bottle shape to the brandThe 7 Costly Mistakes People Make When Branding or Rebranding - https://bit.ly/2VuUmsV 
Julie Barber the author of Investor Ready: The guide for startups on getting investors to say Yes. She has a background in corporate Global Innovation Programmes including building cutting edge chatbots and using Artificial Intelligence and Machine Learning.We work with startups and scale ups who need to prepare for raising investment so that they are confident and credible in front of investors.I spent most of those 20 years focused on strategic planning, and global transformation and innovation as well through the innovation workWhat I found was that increasingly, and or very often, they weren't ready, they weren't able to put themselves forward in a good light, because they didn't understand what those investors expected from themI've managed to persuade about 20 million out of our various boards for big global projectsI had to really work hard to build my network in the startup ecosystemYou have to create brands within the organization to allow people to identify with things to identify with particular areas of the businessBrand means resonance to me. So brand is a way of connecting with people in a way that resonates with them that they identify with you and sayOur branding is all focused around, being the grown up being the safe pair of hands, the steady, the steady guide, and that that can take them through what can seem like opaque and difficult processes,We work with either pre seed or series A businesses, so pre seed might be that they've got no product or revenue yet, but they've got an idea that they're trying to turn into a business and then seed is, is they've got a product and maybe a little bit of traction, but not much yetWe work with them for six weeks through a series of workshops, we do one workshop a week, and over that period. And then for preseed company, at the end of the six weeks, we give them our proprietary templates for their pitch deck and their business plan, and for their data roomAnd so we work across nearly every sector apart from direct retail, because we've got no experience in that area. But we work across healthcare, across digital health, construction, finance, and so multiple sectors that we work across. So generally there's a very heavy tech biasSometimes we get clients who, who have the makings of a good idea, or the or the start of a good business, but we can see that there are issues with it. But we know those are things that we can fix with them through the processBrand is one of the things that we assess. And certainly with the later stage companies, so their series A companies, we definitely do talk to them about personal brands of the of the founders, as well as the the company's brand itselfThe 7 Costly Mistakes People Make When Branding or Rebranding - https://bit.ly/2VuUmsV 
Trade marks are your “badge of origin”, and serve to identify your products and services.  Without trade marks, it would be impossible to find the products and services we like and to avoid those we don’t. So, trade marks are tools enabling consumers to identify products and services they have enjoyed and want to buy again.Trademarks protect the reputation and goodwill of a brand.Any sign unique to your business may be registered as a trademark. The most commonly registered marks are words, logos, and slogans.There is no such thing as an international trademark. Trademarks are territorial, meaning you need to register in each country in which you intend to trade.Trademarks give you rights in the country or territory where you register. For companies trading in UK or Europe, the first step will be to apply for a UK or EU trademark. Those businesses that purely trade in this country will just want to register a UK trademark. For example if you run a restaurant and have no intention of franchising your business in other countries, the UK is the only country that is relevant to you.There are two possible approaches to take when it comes to searching. Either do some searches before applying to register your mark in a particular territory, or simply take your chances and apply to register your mark in a territory and see whether the application encounters any problems. If a local trade mark blocks your registration then you might need to trade under a different brand in that country.It is important to be strategic about extending your protection to other classes and other countries thereafter. if you don’t protect your mark in countries in which you trade, you could find yourself in a situation similar to what happened in Plenty of Fish/Plenty More Fish.Plenty of Fish, a well-established online dating site objected to PlentyMoreFish setting up a rival online dating site in the UK under a similar name.  They opposed PlentyMoreFish’s UK trademark application, arguing that PlentyMoreFish was riding off its reputation by setting up the rival dating site. They lost because they couldn’t show that they had UK customers and as they hadn’t protected their brand with an EU trademark they were powerless to stop PlentyMoreFish.That situation would never happen inside a single country like the UK. There are passing off laws and other remedies which would enable business in Plenty of Fish’s situation to stop PlentyMoreFIsh by injunction or other steps. However, online it’s possible for this sort of scenario to arise unless you are vigilant about protecting your mark in countries in which you trade.Best to cover off your home market and the important jurisdictions in which you trade. Thank you for listening! If you liked today’s episode or have learned something new from the series, please consider giving a review. Links to my booksBooks:Legally BrandedIntellectual Property RevolutionThe 7 Costly Mistakes People Make When Branding or Rebranding - https://bit.ly/2VuUmsV 
Mary Kelly spent 25 years in the Navy and now she improves corporate profit growth. She is also the author/co-author/editor of 15 books on business, leadership, productivity, and personal finance. In this episode, she explains her journey from being in Navy to starting her own business and she gives some valuable tips on how to establish and differentiate your business.When I retired out of the Navy, I realized that, that what I really like to do, I love being a professor, but what I really like to do was get in and do logistical workI went to the Naval Academy, where you do get a bachelor's degree, my bachelor's, technically we all graduate as engineers, I'm a terrible engineer. So I went on and got a couple master's degrees I pretty much started the business the day I retired, because I already had people who said, we would like you to come to talk to our business, or talk to our people or do this. And then that evolved into more speaking, public speakingI would rather be speaking on a stage than anywhere else. And I don't like to lie on the beach. I'd rather do I'd rather speak on a stage than be on vacationA viable way to start any business is to grab a website, even if it's just a blog website, and populate it with content that people will find interestingMany people will start out and say, well, I'll ask somebody else to tell me where I can get better. But they've never looked at their own stuff to figure out first where they can get betterYou change your tone, you change your speed, you change your story, all of that to keep students interested, there are certainly some lessons there that I think can be appliedI provide I increase I help I What do I do what product or service do I offer, and to whom many people I think make the mistake early on that they think everyone is their target market, that is not trueThe more specific you can be about your target market, the better in the early years, I've mostly focused on people who liked military backgrounds and stories If you're thinking about starting a business, just start and on this five-page business planYou can make money. But if your costs are way more than your revenues, you're not operating as a profitBusiness is not dating business is not Oh, he likes me. He's gonna call me Oh, she likes me she's gonna call me. No. It is your job to stay top of mind with your clients, it is your job to remind them of what it is you do it is your job to keep in touch with them. It is not your clients job to keep in touch with youYou need to hire people who are not like you, you need to hire people who think differently from youWhen you have a business, you have to again, think about who you want to work with, who best resonates with your message and who you can best helpEstablishing yourself as the expert, not just an expert, but the expertThe 7 Costly Mistakes People Make When Branding or Rebranding - https://bit.ly/2VuUmsV The 5-Minute Business Plan by Mary Kelly - https://bit.ly/3qpftuQ Helpful lists and forms by Mary Kelly - https://bit.ly/3mDPPAu 
Have you successfully captured your intellectual property? Why is failing to do so a costly problem? Let’s look in more detail at the disastrous consequences of failing to capture your IP.Topics Discussed in this Episode:Why it’s not enough to simply register a trade markWhy it’s important to take great care of trade marksWhy failing to address IP can result in lost opportunitiesWhat to do when you discover gaps in your trade mark protectionKey Takeaways:It is surprisingly easy to overlook the importance of IP in the early stages of the creative process. Some people believe that tasks like choosing a business name for a new product or service do not involve legal considerations, that they can pick any name, do a check on Google, and if nothing untoward is found, proceed to use the name.It’s actually trade marks that govern ownership rights in names, so it’s essential to search the trade mark registers. A Google search is not enough. Not everything you need to know about a name shows up on Google.  People risk losing everything overnight when they use names that don’t take account of registered trade marks of others.Online searching has its place but it’s no substitute for information focused on transforming ideas into reality. While there’s a wealth of information on the web, a crucial issue when it comes to intellectual property advice online is that much of what you find is generic, sometimes outdated, inaccurate, conflicting, and may vary depending on where you’re based.Action Steps:If you’re an inventor, writer, coach, marketer, creative or entrepreneur, you need to know how to identify the various IP rights you’ll be creating as you turn ideas into reality. Some basic tools at your fingertips will help you take initial steps to protect IP like doing due diligence.When you have new ideas to implement, you’ll need to know the right actions to take, the right processes to use to protect IP that’s being created.If you discover gaps in your trade mark protection, find out how to address them with the help of education and DIY. And consult a lawyer if you have remaining questions.Shireen said:“The internet has revolutionised the way we look for information, entertainment, and even relationships… So it’s increasingly common for businesses to look for legal advice online, too.”“If you don’t know what you don’t know, how can you search for it or know whether you’ve found out everything you need to know? ...You need to learn to do things properly if you’re going to do your own trademark registration.”Thank you for listening!If you have any questions, connect with me on your preferred social media platform. I’d love to help! And if you’ve learned from this series of podcasts, do consider leaving a review.Links to my books and online courses:Books:Legally BrandedIntellectual Property Revolution
Dominic Wells, the founder of Onfolio helps his clients to invest in websites buying and building content websites, explains he hardest part about a content website is getting it to rank highly in Google in the first place and how he manages to do itI originally just started out myself as what a lot of people refer to as an affiliate marketerThe way "diary" evolved into content websites, it's really, a lot of the time they're quite a niche, and they focus on one particular topicThe hardest part about a content website is getting it to rank highly in Google in the first placeThe market range varies, but it's generally 2.5 to 3.5 times yearly profit. So if there's a website that was making around $30,000, or pounds a month, and it would be valued, valued at around a millionPodcasting definitely is a growing media and video like YouTube, for exampleI would say the niche is super important and also just your ability to execute and actually create content that people want to read and get it in front of peopleWe were good at operations and so we were looking on GoDaddy or Namecheap, and seeing what domain names were available and so it was how about Smooth Operator.com? what about something to do with like web portfolio. And so I think we, we tried Web Folio and that business already existed and one of my friends and my team member said well on Folio.My previous business was called human proof designsNow, we don't do a lot of SEO for it's kind of ironic, we do SEO for all the websites that we run, but we don't do it for our own website, because it's very much a word of mouth and podcast
As intellectual property comprises copyright, trademark, design, patent, and confidentiality it means that the actions necessary to turn an idea into reality will differ depending on the type of IP that idea would generate once it’s implementedEverything begins with an idea. Every idea invariably results in an intangible manifestation of it once it’s brought into the real world.Intellectual property assets don’t always just exist often some action will be required to turn an idea, such as the proposed name of our gin product, into IP – namely a trade mark in this caseIntellectual property law is the legal area that governs intangibles, so it has a significant role in today’s digital world. Leveraging IP is how the value embedded in it is realisedFor an established business, the best way to begin to address intellectual property, is to do an intellectual property audit and take corrective actionThe name of the game with intellectual property is to be proactive in the early stages of any project when turning an idea into something concrete in the real worldAs an IP lawyer, I handle many intellectual property matters, from trademark filings to infringement litigationAs we all have more and more ideas, and new projects to develop, we’re likely to need to choose more than one brand name in our lifetimeThe overall objective is to build a brand, product or business that will succeed. We’re all striving for success.It will be far easier to build management of IP into the day to day running of the venture if you approach IP in this way
Alex has worked in digital marketing and social media for nearly a decade, working with both the likes of Google and eBay, as well as with hundreds of small businesses in the UK and Europe. He explains how he helps business scale using digital marketing and how to achieve engagement on your social media.We're almost business people who do marketing rather than marketing people who do marketingYou need your Instagram, you need your Twitter, you need your Facebook, it's how people find us how people assess youOur goal was always just to make sure that we create a very favorable, very interesting set of feeds that their target customer would likely enjoyBrand was something we have to continuously iterate and ensure that I was fairly matched and spoke to the kind of target marketplace or target client that we're aiming for.We help them achieve scale in terms of their digital footprint, their online presence there, their social media branding, but we also then help them drive their online revenueIt's much more about ultimately providing value to their day providing value to their feed, they're choosing to engage with you, they're choosing to follow youWe have to kind of ensure that we are looking at the whole spectrum of events, and we are looking at, ultimately everything from following numbers to reach to engagement 
My aim in this episode is to answer 3 essential questions about what copyright is by giving youExamples of copyrightReasons why you might want to have copyright.Some ideas for how to avoid some common copyright problems.Copyright is very wide-ranging in scope. Some examples of what it protects include photographs,maps,drawings,typefaces, music, videos,works of art and performances.SoftwareBooksContent on websitesVideosLogos Here it’s important to note that copyright is a property rightThink of copyright as you might think of a plot of land, even though the examples of copyright may be intangible, they are nevertheless assetsWhenever you’re turning your idea into a business, transforming your ideas into a commercial proposition, some of the first tasks you’ll likely get help with or have created for you, will be copyright works. copyright should be an uppermost considerationIn every jurisdiction be it UK, USA, Australia, or wherever, there are rules which determine who owns the copyright in a workIf you don’t negotiate terms about copyright in the agreement with the developer you effectively accept that the developer shall own all the rights in your websiteThere is a popular belief that content that is on the web is in the public domain, but it’s not. So, if you use images, sounds or other content that is not licensed to you, you’re at riskMake sure you find out what the laws in your country say about copyright ownership
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Podcast Details

Created by
Shireen Smith
Podcast Status
Active
Started
May 6th, 2020
Latest Episode
Mar 4th, 2021
Release Period
2 per week
Episodes
76
Avg. Episode Length
25 minutes
Explicit
No
Order
Serial
Language
English

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