Bio: International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2. Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised many of the world’s biggest brands.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally. Her new book Building Distinctive Brand Assets is a book for anyone with a brand, to help future-proof any brand's identity and learn which strategies work, and which don't. How Brands Grow Part 2, co-authored with Professor Byron Sharp, will change the way you think about marketing forever.We talk about:What is a distinctive asset?The importance of the brand name in building a distinctive asset.Fonts as a distinctive asset.The mental structures a new brand has to build.Fame and uniqueness as measurements for distinctive assets.Is distinctiveness what makes people buy?What all you need to do when thinking about brand strategy.The key factors of mental availability.How to create focus with limited resources?When is it time to completely re-brand?Important Quotes:“Make steps to build it.”“Not everything has to be a distinctive asset.”“Clarify what’s important.”“Bigger brands are not more differentiated.”“Stand out in the retail environment.”“All of it can still be done if you’re a small brand.”“Loyalty will always have it’s limits.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about:The study of language and how it relates to brand strategy.The ways to communicate besides words.The evolution of messaging and tone of voice.Developing and defining your own personality.What a typical brand strategy project looks like.What is a good insight?The overlap between strategy and creativity.Getting clients involved.Form a good relationship with your clients, and earn their trust.How much should a logo cost?What is the most powerful aspect of branding?If you are a good designer, then you are a good creative thinker.Read as much as you can about strategy and brands.Important Quotes:“Words contain ideas.”“Use language very carefully and powerfully.”“What do we know, and what do we not know?’“What do they think is good value?”“Good strategies are able to see patterns and find the important information.”“The power of irrational thinking.”“It takes time to build relationships and trust.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about:The convincing that needs to be done to help your client see the solution.The three important moments in a brand strategy process:The first is the brand workshop. It is the essential starting point for each project.The second is the truth session. Challenge all of the assumptions made in the workshop with your research.The third is the brand strategy presentation.Involve the clients in the process.First, explore the problems and research, and then begin defining the values and purpose of the company.You need to back up your thoughts and opinions with actual data.Making it tangible will make it realistic.Showing examples will take away fears and add reality.Use data to support your opinion.You’re not on the sidelines, and neither are they.Is it ever possible to be 100% sure?Important Quotes:“Make sure everyone is excited about the solution you’re presenting.”“Support it with research.”“Define the direction of the brand together.”“Incorporate your client’s’ vision.”“Think about the narrative.”“Make it tangible.”“You’re not standing on the sidelines.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Bio: Calle Stenqvist is the co-founder of Plan8- a design agency for music and sound. What they do is they look for different ways to make a product, experience, or brand more engaging and ultimately more human through the use of sound and music.We talk about:The combination of the music and design worlds.What clients are looking for from Plan8.What has changed since the start of Plan8.People don’t just watch brand stuff on the web anymore; there has been a new shift in digital media.Different processes depending on the size of the studio: do you really need a big studio?Find answers to the questions why, how, when, and where to have sound.Try to define the brand’s position through musical archetypes.Where to start to find the right audio.How to involve the client in the process with audio and music, and how to filter out bad feedback.Hear examples of great audio branding.The ways to connect sounds to memories.How to find the right voice.How authentic are voice assistants going to get?Important Quotes:“Not a lot of people actually use the web that way.”'“Social media killed the rich media web.”“Broadcast is not at all dead.”“You couldn’t just record stuff in your bedroom.”“There’s a constant development of that technology that makes it easier and easier.”“The quality of the work is independent of the size of studio you have.”“It’s what you put into it that matters.”“It’s important to establish a language together.”“It’s a sound you hear every day, why not make something great out of it?”“Everything that can be digitized will be.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about:Doing “story sessions” in order to learn more about the client, his story, and why he started his business.That was really brand strategy in the workshop, so it became the brand workshop.After implementing the brand workshop, clients trusted us more.Doing your brand workshop physically. You need to see them and talk to them and feel the interactions.Being physically there is an important part of the workshop.If you’ve never done a workshop, do it for a friend or small client to make sure you’re comfortable.The people in the workshop need to be the top stake holders and decision makers of the company.Limit the workshop to around five people.First, make sure everyone is comfortable and heard.The whole brand workshop is from the customer’s perspective.It’s about short sentences and keywords.The brand workshop builds trust with clients.There are six questions you can ask:What are we doing, and how are we doing it?What do we value the most?What makes us different?Who are we here for?What is your personality like?Why are we here?You can wrap up the workshop with a positioning statement.Important Quotes:“The coalition of the willing.”“You need more voices.”“You will get some push-back.”“There are no dumb answers.”“The brand workshop is getting a sense of direction.”“Today is the day we really get excited about a new direction.”“Get a conversation going.”“There are lots of ways to frame values.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

Bio: Wouter Sel started out as an animation director, until his ambition took over and Volstok was founded with Thijs De Cloedt. Pretty soon the studio was producing intriguing animated content for TV and advertising. Today, Volstok is translating bold ideas into creative animations, producing memorable impact frame by frame.We talk about:How Wouter’s studio grew from nothing to a success.His biggest struggles with expanding.A typical project for Volstok.Instagram story animations.How animation and video relates to branding.Translating the identity into animations- the steps to take.Should you go for a mascot?Mascots are not there only to be recognizable: they bring stories and value to people.How the field of branding is evolving.The benefits of saying no more often.Animated logos: how will they evolve?What the future holds for Wouter Sel and Volstok.Check out an example of the mascot animation here.Important Quotes:“That’s our goal. To create awesome s**t.”“We get to really listen to our clients.”“Video is everywhere.”“Brands are really pushing boundaries.”“There are no restrictions anymore.”“What would happen if you could step into a drawing?”“We’re not innovators. We’re storytellers.”“We know where our expertise lies."‘Go for what makes you and your client happy.”“What do you want people to see when they think of your brand?”“Value and premium doesn’t need to be expensive.”“Take a leap and do something exciting.”“There’s no better time than now.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

We talk about:Ideal client persona and market positioning as a designer.Should you do something you don’t believe in just for more business?Find where you strengths connect to what your clients want.Customer research.What kind of questions are you asking your clients?You need to dig deeper with your questions.See the deeper truth behind their answers.Do you need to adapt your services completely to what a customer wants?Asking questions might not get the answers you’re looking for.Don’t base your services on customer research. Know what your vision is, and then use your customer research to find out how your vision could help them.Important Quotes:“Find your niche and work on that through branding.”“It’s not always easy when you listen to your customers.”“Talking to your customers is the first step in building a brand that can really connect.”“What we’re saying isn’t always what we’re thinking or feeling.”“You can’t innovate by just asking what they want.”“Don’t start with customer research.”“It’s not just about checking all the boxes.”“It’s not only about listening, it’s about observing.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

SHOW NOTESIn this episode I talk with Mackey Saturday, he created some iconic visual identities such as Instagram, Oculus and Luxe. We talk about how he creates visual identities with his studio, what he learned from working with design legends Chermayeff & Geismar & Haviv and much more.Bio:Mackey Saturday (born 1985) is an American designer and typographer whose work includes logos for Instagram, Oculus and Luxe. He runs his own design firm and was formerly a principal at New York City design firm Chermayeff & Geismar & Haviv.We talk about:Mackey’s love of designHow he stays creative even in the middle of a long work dayWhat made Mackey decide to take the leap and start his own studioHow Mackey became the expert in what he doesMakcey’s process and workflowThe changes that clients want, and why those changes might not be for the betterBeing cautious around changes clients wantThe important things to keep in mind first and foremostHow Mackey makes sure that each project is unique and functionalDealing with the risksDeciding on what to keep and what to evolveThe right questions you should be askingHow many options you should give clientsPreparing the client for your workHow much does a logo cost?The differences in working for large and small brandsWhat is changing in the world of branding, both for the good and the badHolding yourself accountable for the work you doImportant Quotes:“You don’t have to be a starving artist.”“I took a risk, and it’s worked so far.”“There are core parts of the process that rings true all the time.”“Pride i"s a huge piece of identity design.”“Don’t just give them what they want, give them what they need.”“It needs to be good. Period.”“Do no harm.”“Show them good work.”“There are only certain parts of the situation you can control.”“Don’t let your pride get in the way.” This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

In this episode I talk with Fredrik Öst, founder of Snask, one of my favorite branding agencies. We talk about creating brands that make enemies and gain fans.Bio:"Freddie" was adopted to Sweden after being found outside a police station where he lived for 6 months. In the army they found out his heart is twisted backwards and an EKG will read it as if he’s dead. His love for design began with a job he took on creating posters and cover art for a local record label. After being told that they needed 10 years of experience him and his co-founders started up Snask with zero years of experience. The Snask team still see the “old conservative world” as their biggest enemy.We talk about:The story behind SnaskBuilding bold brandsHow they create a brand strategy for brandsHow Snask creates a culture of trust and creativityHow to go beyond the 'BS' in client meetingsThe Shower beer project This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

In this episode I answer some of the questions I receive weekly. I talk about the value of design, how to facilitate and build authority with your design clients.Thank you Jeffrey, Ruben and Juliane for the great questions!What is the value of design without strategy?How can you facilitate a workshop with your clients.How can you do a workshop with a company of one.How to translate attributes to design.How you can use moodboarding to define a common language with your clientHow can you build authoritiy in a client relationship?Thanks a lot for the great questions. If you want your questions answered in the next Q&A episode, just visit speakpipe.com/letstalbrandingI would appreciate it if you could rate the podcast on Itunes, it will help in spreading the word about the podcast. Or you can subscribe to the newsletter on letstalkbranding.be to get weekly insights. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com