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Building Expert Brands

Building Expert Brands

By Tony Gibbs
BEB is a podcast for service professionals looking to build an expert brand. Every now and then I release a new interview with a guest expert, each one jam-packed with expert advice that'll help you reap the benefits of an expert brand. BEB is hosted by me, Tony Gibbs—brand professional and creative business coach.
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How To Humanise Your Brand With Tone Of Voice—Judith Rafferty
This time on BEB:I'm joined by copywriter Judith Rafferty from Fruition Ventures. Judith has dropped by to help us shed some light on Tone Of Voice (ToV), so we’re better equipped to create great content. Here were my three favourite talking points:Should we emphasise our quirks? > (4:12)Is it tougher to get content ‘right’ nowadays? > (6:21)Figuring out your ToV—a starting point  > (23:06)Judith's background:Judith Rafferty is a commercially astute Copywriter who produces value rich income generating copy that connects using words that woo. Her mission is to help save bogged down business owners from getting headaches over content creation when they should be shining their unique brilliance on the world.Show notes:N/AWhere to find Lincoln & Perrin:The Fruition Ventures websiteJudith on LinkedInJudith on InstagramWhere to find Tony:Find your focus with Creative Business CoachingStand out with BrandingLearn about branding with The Brand DigestTony on Twitter Tony on LinkedIn
29:14
May 11, 2021
Drop The Stock (Photos)—Lincoln Roth & Perrin Read
This week on BEB:I'm joined by a couple of friendly faces from the local networking scene. Photographers Lincoln Roth and Perrin Read kindly took the time to tell us why we should opt for tailored photos over stock photography. Here were my three favourite talking points:Is it important to keep things simple? > (11:57)Is it ever ok to use stock photos? > (15:07)How dressing well helps us in business...  > (34:19)Lincoln & Perrin's background:Lincoln and Perrin own Roth Read Photography. They are professional photographers who help business owners drop their stock photos, and replace them with creative, authentic, story telling branded images.Show notes:Insanely Simple by Ken SegallThe Jelly Effect by Andy BoundsChicken Soup For The Soul by Jack CanfieldGive and Take by Adam GrantWhere to find Lincoln & Perrin:The Roth Read Photography websiteWhere to find Tony:Find your focus with Creative Business CoachingStand out with BrandingLearn about branding with The Brand DigestTony on Twitter Tony on LinkedIn
41:29
April 13, 2021
Brand Management—Aidan Campbell
This week on BEB:I'm joined by familiar face and collaborative enthusiast Aidan Campbell—Brand and Marketing Consultant, Brand Manager, Specialist, and Strategist. Aidan decided to take a brief break from networking to tell us all about Brand Management. Here were my three favourite talking points:Is being cheap a good strategy? > (4:50)The illusion of free time > (12:53)Is networking a helpful way to build a brand?  > (18:53)Aidan's background:Aidan comes from a sporting background where he helped local sports clubs improve the way their brand looks online. From there, he grew into working with businesses to help look after all their branding needs.Show notes:The Business Of Expertise by David C. BakerWhere to find Johnny:Aidan’s websiteAidan on LinkedInAidan on InstagramWhere to find Tony:Find your focus with Creative Business CoachingStand out with BrandingLearn about branding with The Brand DigestTony on Twitter Tony on LinkedIn
33:13
March 30, 2021
Communicating Well To Family Audiences—An Interview With Abigail & Chloe Baldwin
This week on BEB:I'm joined by the very polite and friendly Abigail & Chloe Baldwin—founders of the creative studio Buttercrumble. Abigail and Chloe dropped by to tell us all about how we can Communicate Well To Family Audiences. Here were my three favourite talking points:Why Businesses exist... > (15:25)Company partnerships and shared vision. > (19:12)Advice for listeners—provide a great personal touch.  > (25:20)Abigail & Chloe’s background (In their own words):We are Chloe and Abigail Baldwin, Yorkshire-born, twin sisters who founded the creative studio, Buttercrumble. We love to build creative brands for fun-finders, design enthusiasts and beauty-seekers, across the globe. We breathe life into organisations by embodying fun and we’ve had the pleasure of achieving this for brands such as John Lewis & Partners, Mamas & Papas and Chester Zoo. Show notes:Brand Thinking And Other Noble Pursuits By Debbie MillmanWhere to find Abigail & Chloe:The Buttercrumble websiteButtercrumble on InstagramButtercrumble on LinkedInWhere to find Tony:Find your focus with Creative Business CoachingStand out with BrandingLearn about branding with The Brand DigestTony on Twitter Tony on LinkedIn
37:40
March 09, 2021
Bad Branding In New Markets—Johnny Pawlik
This week on BEB:I'm joined by the very international and interesting Johnny Pawlik—branding, marketing and strategy expert. Johnny is kind enough to take time out of his busy schedule to tell us all about Bad Branding In New Markets. Here were my three favourite talking points:Bad Branding In New Markets. > (0:30)What should listeners do to avoid the bad branding trap? > (23:21)Johnny's advice for listeners wanting to get publicity.  > (32:35)Johnny's background:Johnny Pawlik is the Founder and CEO of the international branding and marketing firm Mantra Media. With over 20 years of experience in branding, marketing, and strategy, Johnny has consulted with the European Parliament, the Tokyo Metropolitan Government, British Members of Parliament, the NHS, the UKTI, and a plethora of others. He has featured on Good Morning Britain, the BBC Political Debates, BBC Radio, Osaka Radio, Asahi Shimbun, and many others. Over the last 10 years, Johnny has had his strategies implemented by governmental, private, and charity sectors in North America, South Africa, Western Europe, Southeast Asia, and Australia.Show notes:Drive by Daniel H. PinkWhere to find Johnny:The Mantra Media websiteJohnny on LinkedInJohnny on InstagramMantra Media's monthly email list Where to find Tony:Find your focus with Creative Business CoachingStand out with BrandingLearn about branding with The Brand DigestTony on Twitter Tony on LinkedIn
36:40
February 23, 2021
Approachable Authority—An Interview With Simon Glenn
This week on BEB:Design professional and tech entrepreneur Simon Glenn joins me to tell us all about Approachable Authority. Here were my five favourite talking points:What is Approachable Authority? > (0:43)The design is not for you. > (8:07)Keep your message short, clear and concise. > (13:24)Meeow's origin story. > (30:23)What were your considerations while designing Meeow's brand? > (40:36)Simon's topic breakdown:Approachable AuthorityIn this modern, noisy online world, it's more important than ever to speak directly to your core market in a language they understand and which draws them towards you.Regardless of any other messaging concerns within the brand identity design sphere, every brand needs to project 'approachable authority'. That essential combination of attraction and confidence building which will convince your potential client that you're the people to speak to.Simon's background (in his own words):Simon Glenn wears 2 hats these days.As a brand identity design professional styles himself as the Brandboy, a one man crusade to bring serious design thinking, logic and creativity to the SME world.As a tech entrepreneur, Simon styles himself as Meeowman, the co-founder of Meeow Online Networking. Meeow is the biggest thing to hit the business connections world since Linkedin.Show notes:Building A Storybrand by Donald MillerWhere to find Simon:The Meeow websiteThe Brandboy websiteWhere to find Tony:Find your focus with Creative Business CoachingStand out with BrandingLearn about branding with The Brand DigestTony on Twitter Tony on LinkedIn
44:47
February 09, 2021
Why Branding Is Like An Iceberg—An Interview With Clare Froggatt
This week on BEB:Branding expert Clare Froggatt joins me to explain why branding is like an iceberg. Here were my five favourite talking points:Why Branding is like an iceberg > (0:24)Content is king and consistency is queen. > (18:20)Why Lego? > (19:55)Some businesses don't need branding. > (23:28)Is success tied to self-development? > (27:49)Clare's background (in her own words):'I'm Clare a branding expert, I love everything about it from planning the strategy to creating the perfect identity! No meeting should start without a good brew, so that's why I named my business Make a brew :) When not building brands I'm out walking my 6 year old Springer Spaniel or mucking about with LEGO ( I use this in my work too).'Show notes:Start With Why by Simon SinekScramble by Marty NeumeierBuilding A StoryBrand by Donald MillerThe E-Myth Revisited by Michael E. GerberThe Seven Habits Of Highly Effective People by Stephen R. CoveyWhere to find us:Clare's LinksTony on Twitter Tony on LinkedInTony's websiteLearn about branding with The Brand Digest
32:37
January 19, 2021
Building Emotional Connections—A Chat With Christina Testana
This week on BEB:Graphic Designer and illustrator Christina Testana joins me to talk about emotional connections. Here were my five favourite talking points:Branding is the recipe you need to make an emotional dish. > (2:59)Christina's biggest brand discovery this year. > (8:13)Why you want your audience to relate to you. > (15:19)Why you should try talking to your past self. > (17:29)Specialising is like fishing. > (23:35)And everything else in-between!Christina's Background:'I'm Christina Testana—Graphic Designer and Illustrator from Ontario, Canada. I have been working in the design industry for eight years. I am now looking to advance my career by niching down and building my own business. My wish is to help female mental health professionals create authentic brands to empower healing and positivity, so they can attract the right clients without negative stigma.'Show notes:N/AWhere to find us:Christina on InstagramChristina on YouTubeChristina on LinkedInChristina's websiteTony on Twitter Tony on LinkedInTony's websiteLearn about branding with The Brand Digest
31:02
January 12, 2021
Standing Out With Storybranding—An Interview With Nick Raeburn
This week on BBB:Brand video professional and proud videonerd Nick Raeburn joins me to talk about storybranding. We had a brilliant chat, and these were my favourite five talking points:Reasons to be like Marmite.Building relationships before selling.Is it ok to shout about what you do?The best way to find out what your audience wants.Social media is an instantaneous feedback loop.And everything else in-between!Nick's Background:Videonerd, father, husband. Lover of all things retro!Show notes:Building A StoryBrand by Donald MillerThe Hero's Journey by Joseph CampbellWhere to find us:Nick on LinkedInNick's websiteTony on Twitter Tony on LinkedInTony's websiteLearn about branding with The Brand Digest
30:41
December 15, 2020
Transformative Brand Photography—An Interview With Doug Banks
This week on BBB:Brand Photographer Doug Banks joins me to chat about brand-led photography. We have a great chat about:What Brand Photography isThe benefits of Brand PhotographyHow it brings about tranformative changeWhat is brand? Doug's thoughtsIs it worth small businesses investing in branding?The difficulty of selling without trustThe brands of tradesmenA concept from The E-Myth Revisted by Michael E. GerberThe values of a businesspersonBranding is the impressions you createDoug asks me to share some actionable branding adviceAn analogy from Buddist PrinciplesAnd lots more!Doug's Background:I'm a Branding Photographer who takes images of business owners and their business in a way that will connect better with their customers and clients which results in greater success. The success often being measured in reference to the values instilled within the business owner and the business.Show notes:The E-Myth Revisited by Michael E. GerberStephen Houraghan on YouTubeWhere to find us:Doug's LinkedIn profileDoug's Instagram profileDoug's websiteTony's websiteLearn about branding with The Brand Digest
23:55
December 08, 2020
The Apple Brand—A Chat With Craig Burgess
This week on BBB:I take a leaf out of Craig's book and we go unplanned! I'm armed with a blinking cursor where my first question should be. Happily, we still manage to have an interesting chat loosely revolving about branding. We cover:Apple's brand in the modern dayThe folly of FeaturesHow Apple pull you inMicrosoft's new direction and researchThe inevitability of tech habitsLocal pubs and the lost art of conversationThe importance of a personal brandPromoting yourself as a British personPersonal brand = portable capitalAccentuating your quirksPodcasting and reasons to keep at itThe appeal of Seth Godin's marketing booksAnd lots more!Show notes:Jack Butcher on TwitterSteve Jobs on MarketingMicrosoft's recent researchFortnite's 1984 AdSteve Jobs talk: The iPhoneMatthew Kobach on TwitterThis Is Marketing book by Seth GodinWhere to find us:Craig's TwitterCraig's websiteTony's websiteLearn about branding with The Brand Digest
54:38
December 01, 2020
Finding Your Brand Story—An Interview With Kate Tyson
This week on BBB:The very friendly Kate Tyson from Snowball Communications joins me to chat about brand stories. We talk about:What a brand story isn't,Kate's thought's on buzzwords,The facts & psychology attached to stories,How to make your marketing more powerful,One of Kate's personal stories,How to discover your own stories,And lots more!Show notes:Building A Storybrand—Donald MillerStart With Why—Simon SinekTribes—Seth GodinWhere to find us:Kate's Facebook groupKate's websiteTony's websiteLearn about branding with The Brand Digest
25:50
November 24, 2020
Unearthing Brand Truths—An Interview With Heather Ditch
This week on BBB:Native's impressively eloquent Heather Ditch joins me to talk about brand truths. We talk about:Beginning from a point of truth,The dangers of ignoring the truth,Addressing difficult truths,The value in being a smaller business,The promises we should make in advance of parties,How you can unearth your own truth,How to road-test the robustness of your own truth,And lots more!Show notes:Michael Johnson—Branding In Five And A Half StepsWhere to find us:Heather's TwitterHeather's Sheffield Creative Guild profileTony's websiteLearn about branding with The Brand Digest
33:46
November 17, 2020
Changing The Podcast
This week on BBB:I share some big news (!) and talk about the new format we'll be using from here onwards.Where to find me:Tony's website
01:55
November 10, 2020
Escaping Commoditisation
This week on BBB:Matt and I talk about commoditisation and why, as brand builders, we should aim to escape it.Show notes:No Logo book—free on the internet archiveWhere to find us:Tony's website: https://letsmarque.it/Matt's website: https://apt.uk/
23:11
November 03, 2020
Visual Content, Business Roots & Personal Brands
This week on BBB:Matt and I answer listener questions: We discuss the importance of visual content and businesses leaving their history behind. Lastly, we share a few tips to cultivate a stronger personal brand.Show notes:Colour PsychologyWhere to find us:Tony's website: https://letsmarque.it/Matt's website: https://apt.uk/
36:47
October 27, 2020
Frankenbrands
This week on BBB:Matt and I think out loud about Frankenbrands. What exactly is a Frankenbrand, and what do you need to know about it?Show notes:Tesco's branding wheelLevi's & LegoWIRED on the Lego HouseWhere to find us:Tony's website: https://letsmarque.it/Matt's website: https://apt.uk/
25:40
October 20, 2020
Marketing Vs Branding
This week on BBB:Matt and I discuss marketing and branding. We share what we think each one represents, and chat about very specific definitions.Show notes:B&M BargainsWaitroseHabitoBrand Master AcademyWhere to find us:Tony's website: https://letsmarque.it/Matt's website: https://apt.uk/
29:10
October 13, 2020
Why Do Brands Matter?
This week on BBB:We're wondering out loud—why do brands matter? We share a couple of interesting stories to help us tackle this question.Show notes:Mary Poppins on WikipediaLuke Skywalker on WikipediaTony's free Brand Solar System frameworkWhere to find us:Tony's website: https://letsmarque.it/Matt's website: https://apt.uk/
27:05
October 06, 2020
What Is A Brand?
This week on BBB:Matt and I set the scene. We ask ourselves what a brand actually is... Show notes:Glassdoor.co.ukWhere to find us:Tony's website: https://letsmarque.it/Matt's website: https://apt.uk/
27:28
September 29, 2020
(The Outdated) Intros & Goals For The Podcast
This week on BBB:In this first episode of Building Business Brands, we'd like to give you a little context. You'll learn about the backgrounds of Matt and I, and our goals for this podcast. We'll also set the scene by exploring branding and design a little...Where to find us:Tony's website: https://letsmarque.it/Matt's website: https://apt.uk/
24:18
September 22, 2020