Blog

How to Promote Your Business on Social Media

social media Jul 13, 2020

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...

Continue Reading...

Most Common Naming Mistakes

Uncategorized Jul 06, 2020

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...

Continue Reading...

Why Trademark?

trade mark Jun 29, 2020

In the book, “The Road Less Stupid: Advice from the Chairman of the Board” Keith J. Cunningham describes how smart people do dumb things. Business is an intellectual sport, yet many entrepreneurs and business owners cause themselves problems due to their “excessive optimism and emotional belief in magic pills, secret formulas, and financial tooth fairies. (All balloons look good when they are filled with hot air.)” says Cunningham.

The key to getting rich (and staying that way) is to avoid doing stupid things”.

I notice people’s tendency to freely spend on magic pills, secret formulas, and financial tooth fairies as Cunningham describes them while postponing or overlooking obvious steps to protect their business. People want to buy things that promise them a way to make money, but something like ownership of intangible assets that will secure the foundations of their business is neglected. It’s boring...

Continue Reading...

How to Decide on a Niche to Focus on in Your Business

Uncategorized Jun 22, 2020

In my podcast Brand Tuned, Successful Brand, Successful Business, Ronnie Fox discussed how focusing on the right niche led to success in his long and illustrious career.

He mentioned that he decided to specialise in a relatively narrow field of employment law when he started his own law firm, doing “golden handshake” work. In those days there were very few exclusively Employment Lawyers. But when the Employment Lawyers Association was formed, the carta of Employment Lawyers grew and grew.

At the same time, he was getting some partnership law work and found that partnership work was very different. It wasn’t really recognized as a speciality on its own at the time. People came to him and said, “well, you went from one partnership to another, you were in a partnership that merged, so you must have learned something about partnership”. And when the number of Employment Lawyers belonging to the Employment Lawyers Association went into the...

Continue Reading...

How Brands Grow – A book by Byron Sharp

Uncategorized Jun 15, 2020

Back in 2011 when I began writing my book Legally Branded I realised that despite spending years focused on brand protection, I didn’t really know what the word ‘brand’ meant and what was involved to create one.

Having joined BNI soon after starting my business in 2006 I kept hearing the designer in the chapter referring to how everything you do is your brand, or that it was important to stand out. Intrigued, I had become a client of the agency and undergone “branding”. Yet here I was a few years later unsure what ‘brand’ meant. I asked a group of entrepreneurs in a Facebook group what they understood by the word, and got a host of different responses. I also sought out definitions in respected textbooks.

Over the years, I’ve read many books on branding and heard many people refer to it. The word is bandied around quite a lot, and yet most people are largely unaware of what it actually means.

A brand is actually one of the...

Continue Reading...

How Not to Brand Your Business

Uncategorized Jun 08, 2020

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 20th 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.

...

Continue Reading...

What Business Are You Really In?

business Jun 01, 2020

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...

Continue Reading...

How To Start a Podcast For Your Business

podcast May 25, 2020

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...

Continue Reading...

Personal Branding? Why it’s Not Enough Just to Promote your Business Brand

personal brand May 11, 2020

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...

Continue Reading...

How to Add Value To Your Business Using the Right Brand and IP Strategy

Uncategorized Apr 27, 2020

It is generally accepted that what makes an asset valuable, whether it is a digital or physical one, or any type of intellectual property such as a patent, trade secret, trademark, copyright or design, is based on answers to questions such as

  • How much income is it generating?
  • What is the pattern of income production?
  • How long can that continue?
  • What is the risk it will not materialise as predicted due to obsolescence, dilution, or market changes?

While there is information out there on valuation of intellectual property and business, the aim I have here is to consider how to add value to your business when you are embarking on business branding or new marketing campaigns. What does it take to create a strong IP that is more likely to endure long term?

 

Separating Branding and IP Protection

It’s important to take on board that using a silo approach does not give you the best outcome for your projects.  Getting the best return on your investment involves treating...

Continue Reading...
1 2 3 4 5 6 7 8
Close

50% Complete

Join Now

By signing up for Legally Branded Newsletter, You will gain insights every week on intellectual property. Paying attention to IP is the way to discover what steps to take to preserve the value of your assets, to grow your profit margins, create new income streams, protect your market share, and prevent competitors from copying your ideas.

We Respect Your Privacy