Timings

00:19 - Scene 9.1 Can a logo be to super?

06:08 - Scene 9.2 A hand on the brand

09:24 - Discussion with Tom Gamblin

10:13 - What makes a brand?

12:45 - Is it all about the logo?

13:15 - Are logos difficult to create?

14:55 - A customers view on the logo

16:07 - Good and bad logo design approaches

17:48 - Other aspects of 'brand'

19:42 - Applying the brand

21:45 - Consistency is key

22:30 - Internal marketing resources

24:50 - Doing a rebrand

27:12 - Using real data, avoiding assumptions

28:00 - Top tips

31:07 - What's next?

Useful Information

Building a brand

How to Start Your Own Brand From Scratch in 7 Steps - Article (Shopify)

The Basics of Branding - Article (Entrepreneur)

For inspiration, Logopedia - site (Fandom.com)

How to Develop a Unique (& Memorable) Brand Identity in 2019 - Article (Hubspot)

Top tips for ...(@00:00)

Never rush into branding

Discover what your customers want

Thank how the brand will be applied

Find skilled resources

Consider the return on investment in your brand

Episode script

Can a logo be too super? A hand on the brand Can a logo be too super?

CONTINUITY: With production in full swing, the attention turns to marketing and sales at Sydeline.  Word of mouth has delivered friends and family sales, but quickly dried up.  A very small team meeting is called

ZELDA: Thank you all for coming to this meeting.  We need to get a grip on our marketing, what are your thoughts?

BRYOCK: Peter Drucker once said that “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. “

ZELDA: (not quite getting it) Ok, nice start Bryock

JAKOB: I’m a bit worried about the new logo

ZELDA: Why’s that? I think it looks great

JAKOB: It’s an S inside a diamond

ZELDA: Yep! S for Sydeline and the diamond to depict quality, hard wearing, sparkly and all those other diamond-like qualities

JAKOB: So, (getting out a tee-shirt and laying it on the table)

ZELDA: (excited) Oh wow, you’ve had it put on a tee-shirt and I love the red and yellow colours.  That’s awesome, what’s not to love about that

JAKOB: (deliberately) That’s my Superman tee-shirt

ZELDA: Oh

JAKOB: That logo has been in use for, something like, 80 years

ZELDA: (cautiously) Ours is a different colour

JAKOB: I really don’t think that will work as an argument with DC Comics

BRYOCK: It would explain the tweets we’ve been getting since I posted it.

ZELDA: Like?

BRYOCK: (reading) “Do you use Kryptonite in your products”, “Are your deliveries faster than a speeding bullet”, “I think that logo might already be Trademarked” – it goes on

JAKOB: Right, yes, that would explain those.  So that needs working on

ZELDA: When you say “that needs working on” do you mean getting agreement from Superman?

JAKOB: Errr, no? I mean we will need to come up with a new logo design.

BRYOCK: So…, don’t get it printed on boxes and stationery then.

JAKOB: Definitely not…, wait… Have you had it printed already?

ZELDA : Ummm, Yes

JAKOB: What like?

BRYOCK: 150,000 boxes, 20 reams of letter heads and business cards all round, here, see mine (proudly waiving it around)

JAKOB: (moaning) Good grief, no.  I can’t fault your enthusiasm but we can’t use any of these… Perhaps we can get some printed labels to cover the logo on the boxes maybe?

BRYOCK: Have to be a big label!  Could slow down packing having to put 4 stickers on each box

JAKOB: 4?

ZELDA : The logo is well used on the boxes, you can’t miss it

JAKOB: (in resignation) Well, they’ll just have to go to recycling then – perhaps we can just use plain boxes until we get a new logo?

BRYOCK: Ok, I’ll order plain boxes and get everything else recycled – how eco friendly are we!

ZELDA: (positive and bouncing back) Great, and I’ll come up with something else for the logo then.  Moving on, I’ve banged together a website too.  Had to remember some stuff from my college course and it’s