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Constantly working on branding and IP projects means that I’m always coming up with new ideas on what I can offer clients to help them get more from my service. One example of this is my newest product and forthcoming book, provisionally called Brand Tuned - How to Create an Inimitable Brand to Win Business in a Noisy World.

However, one niche that always seems to be hit or miss for people when it comes to return on investment is social media. That’s not to say, I haven’t had some major successes personally, but, on other occasions, a piece of content will only secure a few hits.

The question arises - ‘Is social media even worth it?’

The obvious answer is ‘yes’, but only with the right type of content – content that really reflects your brand and makes an impact with your target audience.

Gary Vaynerchuk knows a bit about that. That’s how he’s managed to build a hugely successful social media agency with over 1000 members of staff. His advice on winning more engagement with your ow...

Over the last few years, I have really enjoyed creating content to share my thoughts about brands and IP because that is how I refine my thinking and develop new ideas. In the process, I have come up with a framework that moves the needle for business owners. It’s a product called Brand Tuned, which my next book will cover.

Yet in consistently putting out content on a range of social media platforms I have sometimes wondered whether there is any point in continuing these marketing efforts given that I do not get a lot of engagement on any of the platforms. There is the odd hit piece of content, but as a rule, I might typically get 4 or 5 likes on a LinkedIn update for example.

Is it worth continuing is something I ask myself a lot?

Although they say not to compare yourself to others, it is difficult not to do so, and to feel you are lacking in some way. Inevitably I have found myself wondering what content would have more impact.

I know Gary Vaynerchuk’s advice is to engage more wi...

Although Interbrand’s ‘10 most common naming mistakes’ article is featured by Google as a top resource, it is more about getting the reader to think that naming is too difficult to do, so they’ll engage a specialist branding agency to help them to choose a name, than guidance for people looking to make a better choice of name themselves. Here is a list of the 10 Mistakes the Interbrand article mentions

1. Treating Naming as an afterthought
2. Forgetting that Naming is as strategic as it is creative
3. Underestimating the importance of a good creative brief
4. Confusing the need for information with the need for differentiation
5. Overlooking complex trademark issues
6. Ignoring global implications
7. Thinking everything needs a name
8. Making it emotional
9. Underestimating the story you need to tell at launch
10. Ending the verbal identity process at a name

Interbrand is a respected marketing consultancy, specializing in brands and branding management, and operates out of 24 offices in 17 countrie...

The internet has radically changed the rules for most industries, be it news, music, PR, retail or any other you may care to think about. That’s not surprising given the rapid pace of technological development the internet has spawned. Society as a whole is being transformed radically, especially in the wake of the Coronavirus.

And yet many industries are plodding along much as they did in the 20^th century, that is, if they can get away with carrying on as usual. They are adapting somewhat slowly to the shifts in the world that the digital landscape entails.

Silo approach

This silo approach in branding whereby brand creation and brand protection are separated doesn’t give founders the best outcome from their branding ventures. To choose brand elements like names that stand out should involve people who understand IP, that is lawyers experienced in copyright and trade marks, who “get” branding and know what the creatives are trying to accomplish.

Clients need to understand the pr...

Understanding customer needs is at the heart of business success.

During these weird times of lockdown and social distancing, many business owners are pivoting to online solutions. We are certainly being approached by people with new ideas who want to make sure they address the intellectual property dimension appropriately.

Thinking bigger, specifically considering what business we’re really in, is a great way to potentially come up with ideas that would be valued by your customers.

A benefit of articulating a big purpose for your business is so you broaden your vision and don’t limit your thinking to the products and services your business currently sells. It’s important to see opportunities which you might otherwise overlook.

Although it isn’t an easy question to answer, it can make or break your business to see yourself correctly. Most companies think the business they’re really in is tied into their products and services. By avoiding a narrow definition of your business, you ma...

Podcasting is the next marketing frontier. The shift to mobile and people’s lack of time are two reasons why podcasts are increasingly popular. We may all be too busy to sit down to read a book, but it’s easy enough

to consume content during times that would otherwise go to waste. If you want to learn then listening to a podcast or an audio book during a commute, when exercising, or cooking and cleaning is a great way to make time to do so.

There are far fewer podcasts than blogs. So, there is less noise, and podcasts are a good way to communicate a message to a wider audience.

That’s why I decided to create the podcast Brand Tuned – Successful Brand, Successful Business.

Purpose of the Podcast

I want to support founders to create better businesses on stronger foundations, and one way to do this involves developing a powerful brand that uses distinctive brand elements. Your brand is one of the most valuable assets your business will produce if it’s a success. A brand is fundame...

We usually associate brands with companies and products – particularly with big household names like Apple or Microsoft Word. But nowadays, anything can be a brand. Even as an individual, you have a personal brand. How should you deal with that?

Business branding is about creating a comprehensive message for your company and product or service, using names, logos, slogans, copy and other collateral. Branding actively creates the perception you hope consumers will have through coming into contact with your company, product or service.

Personal branding makes some people uncomfortable because it evokes an impression of falseness. If people spend time thinking about how they want to come across, surely that means they are being artificial rather than authentic? They might be too focused on creating the ‘right’ impression rather than just being themselves?

Personal branding is an aspect of the company brand

Personal branding is one small but necessary facet when it comes to constructin...