{"version":"1.0.0","segments":[{"startTime":11.691,"endTime":15.111,"body":"This is a voice, a podcast with Dr."},{"startTime":15.111,"endTime":17.211,"body":"Gillyanne Kayes and Jeremy Fisher."},{"startTime":21.841,"endTime":25.621,"body":"Hello and welcome to this is a"},{"startTime":21.841,"endTime":25.621,"body":"voice series five episode six."},{"startTime":26.351,"endTime":29.171,"body":"The podcast where we"},{"startTime":26.351,"endTime":29.171,"body":"get Vocal about voice."},{"startTime":29.171,"endTime":33.941,"body":"Now, we've just had a new logo designed,"},{"startTime":29.171,"endTime":33.941,"body":"uh, and it's all part of our brand remake."},{"startTime":33.941,"endTime":37.331,"body":"And we decided that we were gonna talk"},{"startTime":33.941,"endTime":37.331,"body":"about branding and the whole business"},{"startTime":37.331,"endTime":40.961,"body":"of how you brand yourself and what the"},{"startTime":37.331,"endTime":40.961,"body":"process is that we've gone through and"},{"startTime":40.961,"endTime":44.471,"body":"what you might have to go through because"},{"startTime":40.961,"endTime":44.471,"body":"branding is big business at the moment."},{"startTime":44.501,"endTime":45.041,"body":"Yeah."},{"startTime":45.041,"endTime":50.936,"body":"And it's also about finding out what"},{"startTime":45.041,"endTime":50.936,"body":"best represents you, how you want, first"},{"startTime":50.936,"endTime":55.856,"body":"of all, how you show up in the world,"},{"startTime":50.936,"endTime":55.856,"body":"um, and how you want others to see you."},{"startTime":56.006,"endTime":56.246,"body":"Yes."},{"startTime":56.276,"endTime":60.146,"body":"So that you can attract the people"},{"startTime":56.276,"endTime":60.146,"body":"that you want to work with, the people"},{"startTime":60.386,"endTime":62.006,"body":"that you want in your community."},{"startTime":62.066,"endTime":62.516,"body":"Yes."},{"startTime":62.516,"endTime":64.796,"body":"It turns out it's no easy task."},{"startTime":64.796,"endTime":66.446,"body":"It is no easy task."},{"startTime":66.536,"endTime":67.766,"body":"Um, wow."},{"startTime":68.176,"endTime":74.551,"body":"As you know, people, we have had the"},{"startTime":68.176,"endTime":74.551,"body":"same logo since 2003, 2003, I think is"},{"startTime":74.551,"endTime":79.111,"body":"when, when we first established it and"},{"startTime":74.551,"endTime":79.111,"body":"we paid a lot of money for that logo."},{"startTime":79.111,"endTime":79.381,"body":"Didn't we?"},{"startTime":79.381,"endTime":79.441,"body":"Yeah."},{"startTime":79.741,"endTime":80.101,"body":"Yes."},{"startTime":80.211,"endTime":83.521,"body":"We've had it for a long time, so it was"},{"startTime":80.211,"endTime":83.521,"body":"a bit sad to go we're going to retire"},{"startTime":83.521,"endTime":85.561,"body":"the logo and, and we were very fond."},{"startTime":85.561,"endTime":88.771,"body":"And can, can we just talk a"},{"startTime":85.561,"endTime":88.771,"body":"little bit about why we did it?"},{"startTime":89.581,"endTime":93.481,"body":"First of all, thank you to all those"},{"startTime":89.581,"endTime":93.481,"body":"people who came on one of our courses,"},{"startTime":94.471,"endTime":102.091,"body":"our last in person course in a 2019"},{"startTime":94.471,"endTime":102.091,"body":"that we had here on site, where we"},{"startTime":102.096,"endTime":106.051,"body":"sat down over dinner and they said,"},{"startTime":102.096,"endTime":106.051,"body":"this is such a terrific course."},{"startTime":106.111,"endTime":108.391,"body":"And I'll be honest with you listeners."},{"startTime":108.961,"endTime":110.671,"body":"That course was half full."},{"startTime":111.511,"endTime":113.221,"body":"And we said, come on."},{"startTime":113.641,"endTime":115.031,"body":"Why are we half full?"},{"startTime":115.051,"endTime":116.281,"body":"What do you think?"},{"startTime":117.361,"endTime":122.041,"body":"Well, there were perfectly judicious"},{"startTime":117.361,"endTime":122.041,"body":"comments about the website."},{"startTime":123.541,"endTime":124.471,"body":"please trust us."},{"startTime":124.471,"endTime":128.191,"body":"The website is going to"},{"startTime":124.471,"endTime":128.191,"body":"be very much updated."},{"startTime":128.191,"endTime":129.511,"body":"Hence part of the rebranding."},{"startTime":129.631,"endTime":135.791,"body":"It is, but also they said now"},{"startTime":129.631,"endTime":135.791,"body":"your logo, but we love our logo."},{"startTime":136.561,"endTime":137.431,"body":"It's so creative."},{"startTime":137.941,"endTime":139.591,"body":"Yeah, but it looks like a school badge."},{"startTime":139.591,"endTime":140.581,"body":"It's old fashioned."},{"startTime":141.526,"endTime":142.306,"body":"Oh, yeah."},{"startTime":143.596,"endTime":145.376,"body":"So thank you those lovely people."},{"startTime":145.846,"endTime":147.376,"body":"So it only took us three years."},{"startTime":150.046,"endTime":150.054,"body":"we did have the pandemic in the Jeremy."},{"startTime":150.059,"endTime":150.496,"body":"We did, we did."},{"startTime":150.496,"endTime":154.096,"body":"So, um, let's talk about the, the"},{"startTime":150.496,"endTime":154.096,"body":"whole business of working out what"},{"startTime":154.101,"endTime":156.056,"body":"your brand is and what the logo does."},{"startTime":156.056,"endTime":157.056,"body":"Mm-hmm  because."},{"startTime":157.256,"endTime":160.256,"body":"You know, when we first started it, we"},{"startTime":157.256,"endTime":160.256,"body":"thought, well, the logo represents who we"},{"startTime":160.256,"endTime":163.376,"body":"are and people see the logo and they'll"},{"startTime":160.256,"endTime":163.376,"body":"know exactly what it is that we do."},{"startTime":163.676,"endTime":167.846,"body":"And the old logo that we had was"},{"startTime":163.676,"endTime":167.846,"body":"very much based on, um, a watercolor"},{"startTime":167.846,"endTime":172.526,"body":"drawing that I did originally back"},{"startTime":167.846,"endTime":172.526,"body":"in 2000 endoscopic view, endoscopic"},{"startTime":173.096,"endTime":173.819,"body":"of the larynx of the larynx."},{"startTime":173.824,"endTime":179.186,"body":"So you had the V of the, uh, thyroid"},{"startTime":173.824,"endTime":179.186,"body":"cartilage, and then you had the P, which"},{"startTime":179.186,"endTime":180.986,"body":"is essentially the Vocal folds going up."},{"startTime":180.986,"endTime":184.911,"body":"And then theoretically, it would've"},{"startTime":180.986,"endTime":184.911,"body":"been a circle of the cricoid"},{"startTime":184.931,"endTime":186.791,"body":"cartilage, but I cut the circle off."},{"startTime":187.331,"endTime":188.381,"body":"And then we took that."},{"startTime":188.591,"endTime":191.741,"body":"I actually used that for a year or"},{"startTime":188.591,"endTime":191.741,"body":"so, and then we took it to a designer"},{"startTime":191.741,"endTime":193.481,"body":"and he made such a good version of it."},{"startTime":194.021,"endTime":195.641,"body":"Um, so that's where we were."},{"startTime":195.641,"endTime":198.581,"body":"And it was, if you knew anything"},{"startTime":195.641,"endTime":198.581,"body":"about endoscopy and you knew"},{"startTime":198.586,"endTime":202.391,"body":"anything about voice and science,"},{"startTime":198.586,"endTime":202.391,"body":"you could recognize what it was."},{"startTime":202.497,"endTime":206.067,"body":"So one of the first things you have to"},{"startTime":202.497,"endTime":206.067,"body":"do when you are commissioning a designer"},{"startTime":206.067,"endTime":209.007,"body":"to create a logo for you is you have to"},{"startTime":206.067,"endTime":209.007,"body":"write a brief for them and you have to"},{"startTime":209.012,"endTime":212.547,"body":"basically tell them what it's supposed"},{"startTime":209.012,"endTime":212.547,"body":"to be, what it's supposed to represent"},{"startTime":212.847,"endTime":215.667,"body":"and what sort of feel that you want."},{"startTime":215.697,"endTime":218.157,"body":"I mean, you can do colors as"},{"startTime":215.697,"endTime":218.157,"body":"well, but feel is more important."},{"startTime":218.697,"endTime":222.184,"body":"And we we'd previously"},{"startTime":218.697,"endTime":222.184,"body":"done,  an archetype exercise."},{"startTime":222.184,"endTime":223.864,"body":"Hadn't we looking for"},{"startTime":222.184,"endTime":223.864,"body":"our business archetype."},{"startTime":223.864,"endTime":223.954,"body":"Yes."},{"startTime":223.954,"endTime":225.334,"body":"And that was helpful."},{"startTime":225.664,"endTime":226.984,"body":"And what did we come up with?"},{"startTime":226.984,"endTime":228.454,"body":"Sage/Creator."},{"startTime":229.024,"endTime":229.504,"body":"Yeah."},{"startTime":229.954,"endTime":233.464,"body":"So wise people who also create,"},{"startTime":229.954,"endTime":233.464,"body":"and it was in that order."},{"startTime":233.494,"endTime":235.834,"body":"Um, there's somebody else that we"},{"startTime":233.494,"endTime":235.834,"body":"work with who is in fact, the other"},{"startTime":235.834,"endTime":237.334,"body":"way around, which is Creator/Sage."},{"startTime":238.234,"endTime":242.224,"body":"And it's a really interesting, um,"},{"startTime":238.234,"endTime":242.224,"body":"thing it's actually free to do."},{"startTime":242.284,"endTime":244.204,"body":"Um, I will put the link"},{"startTime":242.284,"endTime":244.204,"body":"to it at the bottom."},{"startTime":244.204,"endTime":246.094,"body":"It's the whole archetype"},{"startTime":244.204,"endTime":246.094,"body":"business archetypes thing."},{"startTime":246.394,"endTime":252.279,"body":"Very, very useful and fascinating because"},{"startTime":246.394,"endTime":252.279,"body":"he has examples of, um, commercial"},{"startTime":252.279,"endTime":254.979,"body":"ads that show each type of archetype."},{"startTime":254.979,"endTime":257.949,"body":"And when you see the ads, you"},{"startTime":254.979,"endTime":257.949,"body":"go, oh yes, I understand that."},{"startTime":257.979,"endTime":260.649,"body":"Or you go, ah, right now that's not me."},{"startTime":260.649,"endTime":261.969,"body":"I can see that doesn't work."},{"startTime":261.969,"endTime":263.649,"body":"Let's go back and do it again."},{"startTime":264.249,"endTime":268.229,"body":"Um, I think the whole brief"},{"startTime":264.249,"endTime":268.229,"body":"thing is absolutely critical."},{"startTime":268.479,"endTime":268.569,"body":"Yes."},{"startTime":268.569,"endTime":272.709,"body":"Because not only is it about writing,"},{"startTime":268.569,"endTime":272.709,"body":"you know, instructions that, that people"},{"startTime":272.709,"endTime":279.234,"body":"are gonna be able to follow, but it helps"},{"startTime":272.709,"endTime":279.234,"body":"you to really unravel in your own mind,"},{"startTime":279.564,"endTime":283.294,"body":"what is it that we are offering people?"},{"startTime":283.294,"endTime":284.764,"body":"What is it that we are?"},{"startTime":284.974,"endTime":286.954,"body":"What is it that we want people to see?"},{"startTime":287.194,"endTime":288.814,"body":"What can they get from us?"},{"startTime":288.814,"endTime":291.364,"body":"Yes, what's going, what are"},{"startTime":288.814,"endTime":291.364,"body":"they going to be attracted to?"},{"startTime":291.454,"endTime":295.294,"body":"And therefore, what does the"},{"startTime":291.454,"endTime":295.294,"body":"designer want to build into the logo?"},{"startTime":295.299,"endTime":298.864,"body":"The whole feel, look of it in"},{"startTime":295.299,"endTime":298.864,"body":"order to be able to reflect what"},{"startTime":298.864,"endTime":300.274,"body":"it is that that we are saying."},{"startTime":300.754,"endTime":302.854,"body":"So, um, I'm gonna read our brief out."},{"startTime":302.884,"endTime":305.824,"body":"I hope you don't mind about this, cuz it"},{"startTime":302.884,"endTime":305.824,"body":"does sound like we're crowing, but this"},{"startTime":305.824,"endTime":310.324,"body":"is really, this is very important for the"},{"startTime":305.824,"endTime":310.324,"body":"designer to know where they're heading."},{"startTime":310.994,"endTime":315.104,"body":"so our brief, we train professional"},{"startTime":310.994,"endTime":315.104,"body":"singing teachers and singers"},{"startTime":315.104,"endTime":318.554,"body":"across the world to find their"},{"startTime":315.104,"endTime":318.554,"body":"unique style and purpose and"},{"startTime":318.554,"endTime":319.994,"body":"share their talents with others."},{"startTime":320.444,"endTime":323.654,"body":"We're known for high level"},{"startTime":320.444,"endTime":323.654,"body":"teaching, voice science knowledge"},{"startTime":323.804,"endTime":327.584,"body":"and the ability to make complex"},{"startTime":323.804,"endTime":327.584,"body":"concepts simple and understandable."},{"startTime":328.184,"endTime":332.654,"body":"We're a cross between serious"},{"startTime":328.184,"endTime":332.654,"body":"science, teaching, expert performance"},{"startTime":332.659,"endTime":334.574,"body":"coaching and a quirky sense of humor."},{"startTime":334.664,"endTime":338.564,"body":"Mm-hmm . We combine cutting edge"},{"startTime":334.664,"endTime":338.564,"body":"education with voice science and"},{"startTime":338.564,"endTime":340.304,"body":"feel good performance techniques."},{"startTime":340.814,"endTime":344.024,"body":"Our goal is to coach professional"},{"startTime":340.814,"endTime":344.024,"body":"performers to find their best"},{"startTime":344.384,"endTime":346.724,"body":"and to raise the standard of"},{"startTime":344.384,"endTime":346.724,"body":"voice training internationally."},{"startTime":347.234,"endTime":349.634,"body":"We encourage collaboration"},{"startTime":347.234,"endTime":349.634,"body":"between voice professionals"},{"startTime":349.874,"endTime":351.014,"body":"and we don't take any bullshit."},{"startTime":351.124,"endTime":353.944,"body":"Mm-hmm . We believe in lifelong learning."},{"startTime":354.004,"endTime":357.334,"body":"We are a mom and pop company with"},{"startTime":354.004,"endTime":357.334,"body":"a worldwide reputation and multiple"},{"startTime":357.334,"endTime":358.774,"body":"bestselling books on voice training."},{"startTime":359.434,"endTime":361.264,"body":"We're both well known"},{"startTime":359.434,"endTime":361.264,"body":"experts in our field."},{"startTime":361.264,"endTime":363.964,"body":"We're in our sixties now,"},{"startTime":361.264,"endTime":363.964,"body":"but with young brains."},{"startTime":365.014,"endTime":365.944,"body":"Speak for yourself."},{"startTime":365.974,"endTime":366.214,"body":"Yeah."},{"startTime":366.574,"endTime":370.774,"body":"Our target audience is professional"},{"startTime":366.574,"endTime":370.774,"body":"singers, actors, performers, and singing"},{"startTime":370.804,"endTime":372.454,"body":"teachers seeking further training."},{"startTime":372.814,"endTime":377.014,"body":"Caring, inclusive, responsible,"},{"startTime":372.814,"endTime":377.014,"body":"intelligent, talented"},{"startTime":377.014,"endTime":378.814,"body":"people who ask questions."},{"startTime":379.444,"endTime":380.254,"body":"That's who we're aiming."},{"startTime":380.634,"endTime":383.964,"body":"You did such a great job on that."},{"startTime":383.964,"endTime":387.814,"body":"Trust me, that was not the first"},{"startTime":383.964,"endTime":387.814,"body":"version it took days didn't it?"},{"startTime":387.834,"endTime":388.254,"body":"It took days."},{"startTime":388.254,"endTime":388.456,"body":"It took days."},{"startTime":388.764,"endTime":388.914,"body":"Yes."},{"startTime":388.944,"endTime":389.124,"body":"Yeah."},{"startTime":389.994,"endTime":394.494,"body":"So we sent that brief off to, um,"},{"startTime":389.994,"endTime":394.494,"body":"and it's actually a site called 99"},{"startTime":394.494,"endTime":399.204,"body":"designs and they run a competition"},{"startTime":394.494,"endTime":399.204,"body":"with hundreds of designers and you"},{"startTime":399.204,"endTime":403.584,"body":"put up the money and you put up the"},{"startTime":399.204,"endTime":403.584,"body":"brief and basically people then pitch."},{"startTime":403.914,"endTime":407.454,"body":"And the way that they pitch is they"},{"startTime":403.914,"endTime":407.454,"body":"send their first design to you."},{"startTime":408.114,"endTime":411.324,"body":"Didn't we give them as a"},{"startTime":408.114,"endTime":411.324,"body":"guide, the original logo?"},{"startTime":411.384,"endTime":414.444,"body":"We gave them the original logo"},{"startTime":411.384,"endTime":414.444,"body":"as a guide simply to say, you"},{"startTime":414.444,"endTime":416.514,"body":"know, this is, this is the VP."},{"startTime":416.514,"endTime":418.254,"body":"This is the, the Vocal Process logo."},{"startTime":418.284,"endTime":419.094,"body":"You can use it."},{"startTime":419.154,"endTime":420.354,"body":"You don't have to use it."},{"startTime":420.354,"endTime":421.824,"body":"We're happy to go with a word."},{"startTime":422.034,"endTime":423.794,"body":"We're happy to go with a"},{"startTime":422.034,"endTime":423.794,"body":"completely different design."},{"startTime":423.794,"endTime":425.424,"body":"It's just this is what we've been using."},{"startTime":425.794,"endTime":429.024,"body":"I, I think what it gave, some"},{"startTime":425.794,"endTime":429.024,"body":"of them was a sense of shape."},{"startTime":429.114,"endTime":429.624,"body":"Yes."},{"startTime":430.084,"endTime":433.444,"body":"And obviously the designers can choose"},{"startTime":430.084,"endTime":433.444,"body":"whether they're going to submit or not."},{"startTime":433.744,"endTime":437.974,"body":"Where we ended up was 353 designs."},{"startTime":437.974,"endTime":440.309,"body":"Which is quite extraordinary."},{"startTime":440.789,"endTime":443.939,"body":"Uh, and they were coming in"},{"startTime":440.789,"endTime":443.939,"body":"over a period of about 10 days."},{"startTime":443.939,"endTime":446.179,"body":"Talk about decision overload."},{"startTime":446.429,"endTime":449.939,"body":"It was really fascinating because there"},{"startTime":446.429,"endTime":449.939,"body":"are various ways that you can do this,"},{"startTime":449.939,"endTime":453.119,"body":"but where, because you had so many,"},{"startTime":449.939,"endTime":453.119,"body":"there were various that we just went."},{"startTime":453.119,"endTime":454.659,"body":"No, no, no, no."},{"startTime":455.009,"endTime":455.729,"body":"That's interesting."},{"startTime":456.059,"endTime":458.189,"body":"And you ended up yeah, don't"},{"startTime":456.059,"endTime":458.189,"body":"just send me a crochet."},{"startTime":458.789,"endTime":460.799,"body":"No, no, really not"},{"startTime":458.789,"endTime":460.799,"body":"interested in a crochet."},{"startTime":460.799,"endTime":461.429,"body":"Thank you."},{"startTime":461.694,"endTime":462.724,"body":"Don't want a treble clef."},{"startTime":462.744,"endTime":463.314,"body":"Thank you."},{"startTime":463.794,"endTime":466.914,"body":"Um, so lots of people just saw the"},{"startTime":463.794,"endTime":466.914,"body":"music thing and, and came up with all"},{"startTime":466.914,"endTime":469.674,"body":"sorts of music, things, which were"},{"startTime":466.914,"endTime":469.674,"body":"just, you know, instantly dismissed."},{"startTime":469.974,"endTime":474.204,"body":"But it was very interesting"},{"startTime":469.974,"endTime":474.204,"body":"because where we ended up was a"},{"startTime":474.204,"endTime":478.284,"body":"short list of six possibles and"},{"startTime":474.204,"endTime":478.284,"body":"they were all very different."},{"startTime":478.854,"endTime":483.824,"body":"Uh, the, the style at the moment for logos"},{"startTime":478.854,"endTime":483.824,"body":"is line drawings and I love line drawings."},{"startTime":484.254,"endTime":485.524,"body":"We both do don't we?"},{"startTime":485.524,"endTime":488.964,"body":"It's basically flat, fairly"},{"startTime":485.524,"endTime":488.964,"body":"simple, fairly straightforward."},{"startTime":489.144,"endTime":492.484,"body":"So that was, I gave them a hint about,"},{"startTime":489.144,"endTime":492.484,"body":"that's what we we'd like to go with."},{"startTime":492.994,"endTime":496.834,"body":"Uh, so we came up with six and"},{"startTime":492.994,"endTime":496.834,"body":"we sent them to three of our"},{"startTime":496.834,"endTime":499.954,"body":"trusted colleagues to, to find"},{"startTime":496.834,"endTime":499.954,"body":"out what they thought about it."},{"startTime":501.384,"endTime":502.614,"body":"They all liked different ones."},{"startTime":502.674,"endTime":503.874,"body":"They all liked different ones."},{"startTime":504.354,"endTime":505.674,"body":"And that was quite interesting."},{"startTime":505.674,"endTime":508.494,"body":"So we went, okay, well, there's no"},{"startTime":505.674,"endTime":508.494,"body":"decision we can make no help at all then."},{"startTime":508.494,"endTime":508.734,"body":"Nope."},{"startTime":509.424,"endTime":511.914,"body":"Um, but they did come up with some"},{"startTime":509.424,"endTime":511.914,"body":"interesting comments and that was"},{"startTime":511.914,"endTime":515.664,"body":"great because again, the comments"},{"startTime":511.914,"endTime":515.664,"body":"that people make help us to move"},{"startTime":515.664,"endTime":518.844,"body":"and maneuver towards something"},{"startTime":515.664,"endTime":518.844,"body":"that we think is gonna work better."},{"startTime":519.174,"endTime":519.654,"body":"So then."},{"startTime":520.369,"endTime":523.129,"body":"we opened it to out to some of"},{"startTime":520.369,"endTime":523.129,"body":"the people who have worked with"},{"startTime":523.129,"endTime":524.389,"body":"us for more than three days."},{"startTime":524.389,"endTime":527.539,"body":"So they know our work mm-hmm , uh,"},{"startTime":524.389,"endTime":527.539,"body":"we went on one of our Facebook groups"},{"startTime":527.569,"endTime":532.039,"body":"and, uh, put them up and said, there's"},{"startTime":527.569,"endTime":532.039,"body":"basically, there's a poll here, please"},{"startTime":532.219,"endTime":537.409,"body":"choose of, of these six, just give us"},{"startTime":532.219,"endTime":537.409,"body":"comments and stars on every one of them."},{"startTime":537.499,"endTime":542.639,"body":"And, uh, also what I said to them was, I"},{"startTime":537.499,"endTime":542.639,"body":"want you to think about someone trawling"},{"startTime":542.659,"endTime":545.509,"body":"the internet and you have two seconds."},{"startTime":546.489,"endTime":549.129,"body":"Because apparently that's all"},{"startTime":546.489,"endTime":549.129,"body":"the attention that, you know,"},{"startTime":549.159,"endTime":551.109,"body":"your logo is likely to get."},{"startTime":551.169,"endTime":551.709,"body":"Yes."},{"startTime":552.459,"endTime":554.289,"body":"So think about those two seconds."},{"startTime":554.289,"endTime":558.039,"body":"And what would attract you,"},{"startTime":554.289,"endTime":558.039,"body":"given that, you know us."},{"startTime":558.279,"endTime":560.949,"body":"My word, you did not hold back."},{"startTime":560.949,"endTime":562.579,"body":"Oh, no, you did not."},{"startTime":562.579,"endTime":563.099,"body":"Hold back."},{"startTime":563.529,"endTime":567.069,"body":"We are now gonna read out some of"},{"startTime":563.529,"endTime":567.069,"body":"these comments and we did have a laugh."},{"startTime":567.129,"endTime":569.589,"body":"Ah, we had a laugh and then"},{"startTime":567.129,"endTime":569.589,"body":"we, we got even more confused."},{"startTime":569.649,"endTime":569.859,"body":"Yes."},{"startTime":569.859,"endTime":570.239,"body":"Okay."},{"startTime":570.239,"endTime":571.549,"body":"Logo 1."},{"startTime":571.549,"endTime":573.429,"body":"Flowers, nothing to do with voice."},{"startTime":573.789,"endTime":574.869,"body":"Children's charity."},{"startTime":575.319,"endTime":578.139,"body":"Looks like a yoga fitness"},{"startTime":575.319,"endTime":578.139,"body":"center for the elderly."},{"startTime":578.679,"endTime":579.669,"body":"Hold up my hand."},{"startTime":581.499,"endTime":582.489,"body":"that made me laugh a lot."},{"startTime":582.939,"endTime":583.749,"body":"Um, okay."},{"startTime":583.749,"endTime":586.209,"body":"Logo two Warner brothers, cold."},{"startTime":586.689,"endTime":590.109,"body":"Hotel, fussy two corporate"},{"startTime":586.689,"endTime":590.109,"body":"looks like it's for posh people."},{"startTime":590.114,"endTime":591.009,"body":"I'm not posh."},{"startTime":591.219,"endTime":592.299,"body":"We loved the posh one."},{"startTime":592.299,"endTime":592.689,"body":"Didn't we?"},{"startTime":593.019,"endTime":593.139,"body":"Yeah."},{"startTime":593.144,"endTime":596.319,"body":"Mm-hmm  school logo, school,"},{"startTime":593.144,"endTime":596.319,"body":"badge, car emblem, car brand."},{"startTime":596.379,"endTime":597.579,"body":"That was actually our favorite one."},{"startTime":599.079,"endTime":602.049,"body":"number three Warner brothers again,"},{"startTime":599.079,"endTime":602.049,"body":"and that was mentioned twice."},{"startTime":602.139,"endTime":603.309,"body":"Mm-hmm  Too solid."},{"startTime":603.309,"endTime":603.919,"body":"Unflowing."},{"startTime":603.939,"endTime":605.019,"body":"A bit like a fingerprint."},{"startTime":605.079,"endTime":605.949,"body":"School blazer."},{"startTime":606.009,"endTime":606.909,"body":"Football strip."},{"startTime":607.059,"endTime":608.709,"body":"Hotel again, car badge."},{"startTime":609.069,"endTime":610.779,"body":"Looks like an antivirus product."},{"startTime":611.624,"endTime":617.899,"body":"Lapel pin school, that car thing"},{"startTime":611.624,"endTime":617.899,"body":"again, logo four women's health."},{"startTime":618.924,"endTime":620.594,"body":"Expensive dental practice."},{"startTime":620.934,"endTime":622.824,"body":"I can't even remember which one that was."},{"startTime":622.944,"endTime":623.514,"body":"No."},{"startTime":625.824,"endTime":627.024,"body":"One word comment."},{"startTime":627.204,"endTime":627.924,"body":"No."},{"startTime":628.884,"endTime":634.374,"body":"Jewelry store logo, Indian restaurant,"},{"startTime":628.884,"endTime":634.374,"body":"video game console, luxury warehouse."},{"startTime":634.794,"endTime":636.744,"body":"It's like you guys are so creative."},{"startTime":636.744,"endTime":637.974,"body":"You could be a luxury warehouse."},{"startTime":638.064,"endTime":638.964,"body":"I mean, look at this!"},{"startTime":638.964,"endTime":641.064,"body":"The people who are listening"},{"startTime":638.964,"endTime":641.064,"body":"on the podcast, I am actually"},{"startTime":641.064,"endTime":642.644,"body":"wearing the waistcoat that I made."},{"startTime":642.659,"endTime":643.794,"body":"Which is a Liberty print."},{"startTime":643.794,"endTime":644.634,"body":"It's a Liberty print."},{"startTime":644.634,"endTime":645.334,"body":"It's very flowery."},{"startTime":645.909,"endTime":648.519,"body":"Uh, number five women's health logo."},{"startTime":648.669,"endTime":649.179,"body":"Nope."},{"startTime":650.369,"endTime":650.659,"body":"Wine."},{"startTime":651.369,"endTime":651.699,"body":"No."},{"startTime":652.399,"endTime":653.109,"body":"Choral conductor."},{"startTime":653.109,"endTime":653.739,"body":"What's wrong with wine?"},{"startTime":653.859,"endTime":654.659,"body":"No idea."},{"startTime":655.299,"endTime":655.929,"body":"No idea."},{"startTime":656.229,"endTime":657.579,"body":"Lacking in movement and energy."},{"startTime":657.579,"endTime":659.349,"body":"Looks like a sign in another language."},{"startTime":659.349,"endTime":662.949,"body":"And there was a positive one in there,"},{"startTime":659.349,"endTime":662.949,"body":"which is the VP is strong in this one."},{"startTime":663.699,"endTime":664.839,"body":"And then flower pot."},{"startTime":664.839,"endTime":665.799,"body":"It's the flower pot."},{"startTime":665.919,"endTime":666.279,"body":"Yes."},{"startTime":666.449,"endTime":667.329,"body":"I remember the flower pot."},{"startTime":667.389,"endTime":672.299,"body":"Um, and then design number six, lighter"},{"startTime":667.389,"endTime":672.299,"body":"flame, yoga, touchy-feely-girly."},{"startTime":672.879,"endTime":674.619,"body":"Logo for a fire heating service."},{"startTime":675.309,"endTime":675.969,"body":"Too techy."},{"startTime":676.059,"endTime":677.529,"body":"Mm-hmm  how can it be a?"},{"startTime":677.649,"endTime":679.779,"body":"Well, yeah, touchy-feely-girly"},{"startTime":677.649,"endTime":679.779,"body":"and too techy."},{"startTime":679.809,"endTime":680.019,"body":"Yeah."},{"startTime":680.049,"endTime":683.889,"body":"Isn't it interesting how people respond"},{"startTime":680.049,"endTime":683.889,"body":"so differently to the same image?"},{"startTime":684.249,"endTime":687.699,"body":"Too close to the META color palette, which"},{"startTime":684.249,"endTime":687.699,"body":"I thought was a very interesting comment."},{"startTime":687.999,"endTime":689.649,"body":"A spa alternative health product."},{"startTime":690.239,"endTime":693.539,"body":"Indian restaurant, middle"},{"startTime":690.239,"endTime":693.539,"body":"Eastern hotel or airways logo."},{"startTime":693.569,"endTime":697.169,"body":"And my absolute favorite, you look"},{"startTime":693.569,"endTime":697.169,"body":"like you're selling air freshener."},{"startTime":699.359,"endTime":702.239,"body":"And it's like, you absolutely"},{"startTime":699.359,"endTime":702.239,"body":"did not hold back, but wow are"},{"startTime":702.244,"endTime":703.799,"body":"you creative with your comments!"},{"startTime":703.919,"endTime":704.819,"body":"Thank you very much."},{"startTime":704.824,"endTime":710.969,"body":"So we actually part of the process"},{"startTime":704.824,"endTime":710.969,"body":"that's it was actually quite horrible"},{"startTime":710.969,"endTime":714.599,"body":"to go through because every time a good"},{"startTime":710.969,"endTime":714.599,"body":"comment came in, another comment would"},{"startTime":714.599,"endTime":716.729,"body":"come in would be exactly the opposite."},{"startTime":717.089,"endTime":718.919,"body":"And we had a logo that had five stars."},{"startTime":718.919,"endTime":719.459,"body":"Perfect."},{"startTime":720.069,"endTime":722.829,"body":"Zero stars wouldn't even"},{"startTime":720.069,"endTime":722.829,"body":"give this the time of day."},{"startTime":724.239,"endTime":727.149,"body":"We genuinely could not see"},{"startTime":724.239,"endTime":727.149,"body":"a pattern in any of them."},{"startTime":727.539,"endTime":728.709,"body":"It was really weird."},{"startTime":728.709,"endTime":729.099,"body":"Wasn't it?"},{"startTime":729.109,"endTime":729.339,"body":"It was weird."},{"startTime":729.639,"endTime":734.979,"body":"So I then had a bright spark"},{"startTime":729.639,"endTime":734.979,"body":"idea that we could ask the, um,"},{"startTime":735.009,"endTime":739.059,"body":"SECO community, the speakeasy"},{"startTime":735.009,"endTime":739.059,"body":"cooperative group that we belong to."},{"startTime":739.059,"endTime":740.919,"body":"And we've been members of for a while."},{"startTime":740.979,"endTime":741.069,"body":"Yes."},{"startTime":741.729,"endTime":745.869,"body":"Because, um, all of these"},{"startTime":741.729,"endTime":745.869,"body":"people run their own businesses."},{"startTime":745.919,"endTime":751.589,"body":"Very often independent voice studios or,"},{"startTime":745.919,"endTime":751.589,"body":"um, multiple teacher, voice studios, choir"},{"startTime":751.589,"endTime":758.459,"body":"leaders, um, you know, they're people"},{"startTime":751.589,"endTime":758.459,"body":"like us and of those people actually"},{"startTime":758.459,"endTime":760.849,"body":"only one person has worked with us."},{"startTime":761.549,"endTime":764.399,"body":"They're, you know, they know us,"},{"startTime":761.549,"endTime":764.399,"body":"they've listened to our podcasts."},{"startTime":764.399,"endTime":767.429,"body":"Maybe they've bought, you know, they've"},{"startTime":764.399,"endTime":767.429,"body":"been in the Learning Lounge, but"},{"startTime":767.429,"endTime":769.349,"body":"they've not worked personally with us."},{"startTime":769.349,"endTime":771.239,"body":"So I wanted to know what they thought."},{"startTime":771.269,"endTime":774.809,"body":"Yes, we had the same problem."},{"startTime":774.869,"endTime":775.199,"body":"Yes."},{"startTime":776.504,"endTime":779.414,"body":"Very useful feedback from"},{"startTime":776.504,"endTime":779.414,"body":"people as business owners."},{"startTime":779.419,"endTime":780.134,"body":"And that was great."},{"startTime":780.134,"endTime":786.434,"body":"Thank you very much SECO community, but"},{"startTime":780.134,"endTime":786.434,"body":"again, there was no consensus and, um,"},{"startTime":786.439,"endTime":791.594,"body":"which was very, I mean, we expected at"},{"startTime":786.439,"endTime":791.594,"body":"least two of the logos to come up and"},{"startTime":791.599,"endTime":795.044,"body":"be, you know, we like these, you know,"},{"startTime":791.599,"endTime":795.044,"body":"why don't you choose between these or why"},{"startTime":795.044,"endTime":799.994,"body":"don't you incorporate them together or,"},{"startTime":795.044,"endTime":799.994,"body":"you know, anything, but no, not a thing."},{"startTime":799.994,"endTime":802.694,"body":"Literally zero stars to five"},{"startTime":799.994,"endTime":802.694,"body":"stars for every one of them."},{"startTime":804.087,"endTime":805.077,"body":"Absolutely weird."},{"startTime":805.407,"endTime":809.457,"body":"So before we talk about that, um,"},{"startTime":805.407,"endTime":809.457,"body":"lovely bit of feedback that we had on"},{"startTime":809.457,"endTime":811.497,"body":"SECO that helped us turn the corner."},{"startTime":811.527,"endTime":816.207,"body":"Mm-hmm  our next stage at"},{"startTime":811.527,"endTime":816.207,"body":"that point was, oh my Lord."},{"startTime":816.207,"endTime":817.227,"body":"What are we going to do?"},{"startTime":817.227,"endTime":819.507,"body":"The two second thing has not worked."},{"startTime":819.627,"endTime":819.957,"body":"Yes."},{"startTime":820.312,"endTime":824.062,"body":"And what had happened with, um,"},{"startTime":820.312,"endTime":824.062,"body":"particularly some of the SECO people"},{"startTime":824.062,"endTime":829.252,"body":"they had said, I see you as, and"},{"startTime":824.062,"endTime":829.252,"body":"I thought, okay, that's helpful."},{"startTime":829.312,"endTime":829.792,"body":"Yes."},{"startTime":830.056,"endTime":833.236,"body":"So we went back to our"},{"startTime":830.056,"endTime":833.236,"body":"own Facebook community."},{"startTime":833.266,"endTime":833.386,"body":"Yep."},{"startTime":833.446,"endTime":834.916,"body":"The Singing and the Actor Facebook group."},{"startTime":834.946,"endTime":837.346,"body":"And we said, Okay."},{"startTime":837.496,"endTime":842.616,"body":"Thinking of your experience of working"},{"startTime":837.496,"endTime":842.616,"body":"with us, what three words would you use?"},{"startTime":843.286,"endTime":845.086,"body":"Can I, can I just digress for a moment?"},{"startTime":845.086,"endTime":846.166,"body":"The What Three Words thing."},{"startTime":846.826,"endTime":846.856,"body":"Mm."},{"startTime":846.861,"endTime":847.816,"body":"What Three Words comes for."},{"startTime":847.816,"endTime":849.496,"body":"It's what dot three dot words."},{"startTime":849.496,"endTime":854.596,"body":"And it comes from a mapping program, which"},{"startTime":849.496,"endTime":854.596,"body":"is mapped every square meter of the earth."},{"startTime":854.836,"endTime":858.136,"body":"And given it a name, which is"},{"startTime":854.836,"endTime":858.136,"body":"three different words, and you"},{"startTime":858.136,"endTime":859.456,"body":"can go on, it's free to use."},{"startTime":859.456,"endTime":861.916,"body":"You can go on what three words"},{"startTime":859.456,"endTime":861.916,"body":"and find out where your house is."},{"startTime":861.916,"endTime":863.656,"body":"And in fact, you find out"},{"startTime":861.916,"endTime":863.656,"body":"where your front door is."},{"startTime":863.656,"endTime":864.826,"body":"It's that precise."},{"startTime":865.576,"endTime":866.956,"body":"It's particularly useful."},{"startTime":866.956,"endTime":870.376,"body":"If for instance, you have a"},{"startTime":866.956,"endTime":870.376,"body":"difficult address to send mail to."},{"startTime":870.526,"endTime":874.306,"body":"So you can actually give the"},{"startTime":870.526,"endTime":874.306,"body":"postman the what three words square"},{"startTime":874.311,"endTime":876.406,"body":"meter that your post box lives in."},{"startTime":876.706,"endTime":880.516,"body":"And if you are out in the wilderness"},{"startTime":876.706,"endTime":880.516,"body":"somewhere and you have an emergency,"},{"startTime":880.516,"endTime":882.256,"body":"you can find the what three words."},{"startTime":882.756,"endTime":885.696,"body":"Space that you are in until the"},{"startTime":882.756,"endTime":885.696,"body":"emergency services where you are, and"},{"startTime":885.696,"endTime":887.466,"body":"they know exactly how to get to you."},{"startTime":887.471,"endTime":889.296,"body":"Mm-hmm, it's a very powerful program."},{"startTime":889.446,"endTime":891.456,"body":"And I loved the what, three words, things."},{"startTime":891.456,"endTime":894.096,"body":"So we sort of expanded it a"},{"startTime":891.456,"endTime":894.096,"body":"bit and said, what three words"},{"startTime":894.096,"endTime":895.326,"body":"would you use to describe us?"},{"startTime":895.746,"endTime":895.866,"body":"Mm."},{"startTime":895.926,"endTime":901.146,"body":"And I said, uh, hold us and your"},{"startTime":895.926,"endTime":901.146,"body":"experience in your mind and off you go."},{"startTime":901.206,"endTime":901.776,"body":"Yes."},{"startTime":902.346,"endTime":902.886,"body":"So here we go."},{"startTime":903.682,"endTime":905.182,"body":"Um, I love this one."},{"startTime":906.242,"endTime":909.752,"body":"Professional, light bulb, home."},{"startTime":909.842,"endTime":912.812,"body":"As in finding the voice home"},{"startTime":909.842,"endTime":912.812,"body":"I've been seeking for decades."},{"startTime":913.412,"endTime":914.222,"body":"That's a lovely one."},{"startTime":914.252,"endTime":914.792,"body":"Thank you."},{"startTime":915.002,"endTime":918.182,"body":"Uh, empowering,"},{"startTime":915.002,"endTime":918.182,"body":"encouraging, context driven."},{"startTime":918.482,"endTime":921.602,"body":"So glad somebody mentioned context,"},{"startTime":918.482,"endTime":921.602,"body":"cuz it's so important for me."},{"startTime":922.322,"endTime":922.502,"body":"Mmm."},{"startTime":922.652,"endTime":925.252,"body":"Um, transformative nurturing, authentic."},{"startTime":926.252,"endTime":928.802,"body":"Warm, insightful confidence boost."},{"startTime":929.782,"endTime":932.872,"body":"We had quite a lot of empowering"},{"startTime":929.782,"endTime":932.872,"body":"didn't we, we did inspiring"},{"startTime":932.872,"endTime":935.152,"body":"empowering that came up, uh, a lot."},{"startTime":935.152,"endTime":935.932,"body":"That was lovely."},{"startTime":935.992,"endTime":936.172,"body":"Yeah."},{"startTime":936.532,"endTime":937.672,"body":"Uh, here's a nice one."},{"startTime":938.182,"endTime":941.692,"body":"Safe, accurate, playful, love that."},{"startTime":941.697,"endTime":945.952,"body":"It's an aspect of, of our work that"},{"startTime":941.697,"endTime":945.952,"body":"sometimes people don't really see."},{"startTime":946.537,"endTime":947.317,"body":"But it's definitely there."},{"startTime":947.317,"endTime":951.217,"body":"And then we had to learn a few new words."},{"startTime":951.607,"endTime":952.657,"body":"How about this one?"},{"startTime":952.807,"endTime":955.477,"body":"Concise, accurate Sedulous."},{"startTime":955.717,"endTime":958.927,"body":"Now both of us have had to"},{"startTime":955.717,"endTime":958.927,"body":"look up what sedulous means."},{"startTime":958.927,"endTime":963.097,"body":"And it means dedicated and diligent."},{"startTime":963.877,"endTime":964.117,"body":"Yeah."},{"startTime":964.117,"endTime":967.807,"body":"Involving or accomplished"},{"startTime":964.117,"endTime":967.807,"body":"with careful perseverance."},{"startTime":968.447,"endTime":968.957,"body":"I love that."},{"startTime":969.077,"endTime":972.017,"body":"I do think that sounds like us"},{"startTime":969.077,"endTime":972.017,"body":"careful in using a lot of effort."},{"startTime":972.087,"endTime":973.097,"body":"Yeah, yeah, yeah, yeah."},{"startTime":973.167,"endTime":973.457,"body":"Yeah."},{"startTime":973.462,"endTime":975.137,"body":"Diligent in applicational pursuit."},{"startTime":975.137,"endTime":976.037,"body":"Love that."},{"startTime":976.037,"endTime":977.027,"body":"So yes, we go with that."},{"startTime":977.057,"endTime":977.447,"body":"Yeah."},{"startTime":977.452,"endTime":980.177,"body":"Clarity came up, joy and fun came up."},{"startTime":980.207,"endTime":980.387,"body":"Yeah."},{"startTime":980.717,"endTime":982.697,"body":"Welcoming, validating."},{"startTime":982.967,"endTime":983.267,"body":"Yes."},{"startTime":983.267,"endTime":984.257,"body":"Supportive."},{"startTime":984.947,"endTime":988.937,"body":"And then another word to which I had"},{"startTime":984.947,"endTime":988.937,"body":"heard, but I wasn't completely sure"},{"startTime":988.937,"endTime":991.697,"body":"of the meaning, which was liminal."},{"startTime":991.997,"endTime":992.837,"body":"Liminal."},{"startTime":992.837,"endTime":995.147,"body":"Again, both of us had to look"},{"startTime":992.837,"endTime":995.147,"body":"this up and this was about,"},{"startTime":995.147,"endTime":996.727,"body":"this was about the experience."},{"startTime":997.699,"endTime":1000.999,"body":"Liminal means sitting on the threshold."},{"startTime":1001.569,"endTime":1003.219,"body":"And this is very, very interesting."},{"startTime":1003.219,"endTime":1007.299,"body":"It's the quality of ambiguity or"},{"startTime":1003.219,"endTime":1007.299,"body":"disorientation that occurs in the"},{"startTime":1007.299,"endTime":1009.549,"body":"middle stage of a Rite of passage."},{"startTime":1009.699,"endTime":1012.819,"body":"So it's almost like you are the"},{"startTime":1009.699,"endTime":1012.819,"body":"gateway in the middle of a Rite of"},{"startTime":1012.819,"endTime":1015.189,"body":"passage and it's such a powerful word."},{"startTime":1016.329,"endTime":1017.949,"body":"So yeah, we'll take that as well."},{"startTime":1017.949,"endTime":1021.069,"body":"So, I mean, just quoting a"},{"startTime":1017.949,"endTime":1021.069,"body":"little bit from this person."},{"startTime":1021.099,"endTime":1025.539,"body":"Um, who's recently completed our"},{"startTime":1021.099,"endTime":1025.539,"body":"12 month uh, teacher accreditation."},{"startTime":1026.424,"endTime":1031.734,"body":"Liminal experiences can be scary, but"},{"startTime":1026.424,"endTime":1031.734,"body":"essential for growth and managing the"},{"startTime":1031.734,"endTime":1034.374,"body":"ever changing reality of the present."},{"startTime":1035.634,"endTime":1036.234,"body":"So powerful."},{"startTime":1036.234,"endTime":1037.044,"body":"Very deep."},{"startTime":1037.134,"endTime":1037.584,"body":"Yes."},{"startTime":1037.614,"endTime":1038.754,"body":"Very deep person."},{"startTime":1038.754,"endTime":1039.624,"body":"Thank you for that."},{"startTime":1039.804,"endTime":1040.404,"body":"Yes."},{"startTime":1041.244,"endTime":1043.104,"body":"So, I mean, we could go on with this."},{"startTime":1043.104,"endTime":1043.344,"body":"Yeah."},{"startTime":1044.454,"endTime":1048.934,"body":"But actually that really did help"},{"startTime":1044.454,"endTime":1048.934,"body":"because we began to get a flavor"},{"startTime":1049.254,"endTime":1054.969,"body":"of how it is that the people who've"},{"startTime":1049.254,"endTime":1054.969,"body":"worked with us already see us and"},{"startTime":1054.969,"endTime":1057.159,"body":"what their experience is with us."},{"startTime":1057.219,"endTime":1058.019,"body":"It was very powerful."},{"startTime":1058.019,"endTime":1062.049,"body":"because when you get that sort of"},{"startTime":1058.019,"endTime":1062.049,"body":"confirmation, um, you go back to your"},{"startTime":1062.049,"endTime":1065.109,"body":"own instincts mm-hmm and you go, okay."},{"startTime":1065.109,"endTime":1070.509,"body":"You know, it has been very educational"},{"startTime":1065.109,"endTime":1070.509,"body":"and eyeopening to get all of the"},{"startTime":1070.509,"endTime":1072.579,"body":"feedback from various people."},{"startTime":1072.909,"endTime":1078.459,"body":"Uh, nevertheless, we've still gotta"},{"startTime":1072.909,"endTime":1078.459,"body":"go back to what we want to achieve and"},{"startTime":1078.459,"endTime":1080.529,"body":"what we want to show and demonstrate."},{"startTime":1080.559,"endTime":1081.159,"body":"Yes."},{"startTime":1081.159,"endTime":1083.979,"body":"And, um, of course it was lovely"},{"startTime":1081.159,"endTime":1083.979,"body":"to have all those three words made"},{"startTime":1083.979,"endTime":1087.849,"body":"us feel very warm and fuzzy, but"},{"startTime":1083.979,"endTime":1087.849,"body":"we still had a decision to make."},{"startTime":1088.239,"endTime":1094.599,"body":"And then what happened was that I checked"},{"startTime":1088.239,"endTime":1094.599,"body":"back into the SECO Facebook group and I"},{"startTime":1094.599,"endTime":1101.228,"body":"saw that, Michelle Markwart Deveaux who,"},{"startTime":1094.599,"endTime":1101.228,"body":"um, runs the group, had put a comment in."},{"startTime":1101.397,"endTime":1105.617,"body":"And this is shared from the Seco"},{"startTime":1101.397,"endTime":1105.617,"body":"group with permission from Michelle"},{"startTime":1107.097,"endTime":1108.597,"body":"and it helped us turn the corner."},{"startTime":1109.947,"endTime":1115.497,"body":"I see you as a strong, trustworthy"},{"startTime":1109.947,"endTime":1115.497,"body":"brand, scholarly, dark blues, silver,"},{"startTime":1115.617,"endTime":1117.867,"body":"black, dark greens, that kind of thing."},{"startTime":1119.127,"endTime":1120.987,"body":"Mixed with a roundish logo."},{"startTime":1121.017,"endTime":1124.387,"body":"I think you can blend the softness"},{"startTime":1121.017,"endTime":1124.387,"body":"of your hearts with the strength"},{"startTime":1124.407,"endTime":1129.987,"body":"of your scholarship and a reminder"},{"startTime":1124.407,"endTime":1129.987,"body":"that our color is what we want"},{"startTime":1130.107,"endTime":1131.457,"body":"our client to know about us."},{"startTime":1131.457,"endTime":1134.067,"body":"Not necessarily what they"},{"startTime":1131.457,"endTime":1134.067,"body":"think they know about us."},{"startTime":1134.177,"endTime":1134.457,"body":"Yeah."},{"startTime":1135.807,"endTime":1139.707,"body":"Oh, thank you so much for that,"},{"startTime":1135.807,"endTime":1139.707,"body":"Michelle, because it took us back"},{"startTime":1140.337,"endTime":1144.417,"body":"to our instinct where we'd ended"},{"startTime":1140.337,"endTime":1144.417,"body":"up from asking for reworking of the"},{"startTime":1144.417,"endTime":1149.367,"body":"designs, took us to the colors that"},{"startTime":1144.417,"endTime":1149.367,"body":"we felt both represented us best."},{"startTime":1149.397,"endTime":1149.427,"body":"Mm."},{"startTime":1150.372,"endTime":1151.182,"body":"It was very interesting."},{"startTime":1151.182,"endTime":1155.052,"body":"And so we went with one of the designs"},{"startTime":1151.182,"endTime":1155.052,"body":"and it was actually the one in a way"},{"startTime":1155.052,"endTime":1158.442,"body":"that was the least popular mm-hmm,"},{"startTime":1155.052,"endTime":1158.442,"body":"but it was the one that potentially"},{"startTime":1158.442,"endTime":1160.752,"body":"had the most growth to work with."},{"startTime":1161.292,"endTime":1163.212,"body":"And we went back and"},{"startTime":1161.292,"endTime":1163.212,"body":"forth with the designer."},{"startTime":1163.212,"endTime":1167.292,"body":"And I think he ended up doing 35"},{"startTime":1163.212,"endTime":1167.292,"body":"different versions, which was amazing."},{"startTime":1167.922,"endTime":1171.072,"body":"And we came up with, he came up"},{"startTime":1167.922,"endTime":1171.072,"body":"with one that we both looked at"},{"startTime":1171.072,"endTime":1173.322,"body":"and we went, yes, that works."},{"startTime":1173.652,"endTime":1179.477,"body":"And why we like this one, um, by the way,"},{"startTime":1173.652,"endTime":1179.477,"body":"we're going to put it up in the show image"},{"startTime":1179.567,"endTime":1184.427,"body":"on the podcast and, uh, we'll, we will put"},{"startTime":1179.567,"endTime":1184.427,"body":"it up in, uh, YouTube, but you also you'll"},{"startTime":1184.427,"endTime":1187.547,"body":"see it on, uh, our stuff from now on."},{"startTime":1188.177,"endTime":1189.167,"body":"The one that we came up with,"},{"startTime":1189.227,"endTime":1195.617,"body":"uh, when you first look at it, it looks"},{"startTime":1189.227,"endTime":1195.617,"body":"like, um, an angel with ups swept wings."},{"startTime":1196.667,"endTime":1199.517,"body":"You can see the V in the general shape."},{"startTime":1199.517,"endTime":1201.497,"body":"It's a sort of V with curved top."},{"startTime":1202.407,"endTime":1203.907,"body":"But then you start to look closer."},{"startTime":1203.912,"endTime":1205.317,"body":"There's a little flame in there."},{"startTime":1205.317,"endTime":1206.867,"body":"It looks like a, a person."},{"startTime":1207.567,"endTime":1211.497,"body":"Uh, there's actually, what I love about"},{"startTime":1207.567,"endTime":1211.497,"body":"this is the use of negative space."},{"startTime":1211.677,"endTime":1216.117,"body":"So you see the V quite clearly, but then"},{"startTime":1211.677,"endTime":1216.117,"body":"as you look closer, the P is hidden."},{"startTime":1216.357,"endTime":1220.467,"body":"The P is actually in there, but it's"},{"startTime":1216.357,"endTime":1220.467,"body":"demonstrated by all the lines around it."},{"startTime":1220.647,"endTime":1222.627,"body":"Not actually by the P itself."},{"startTime":1222.657,"endTime":1223.857,"body":"That's the liminal space."},{"startTime":1223.857,"endTime":1224.487,"body":"Yes."},{"startTime":1224.997,"endTime":1225.507,"body":"So we love that."},{"startTime":1225.507,"endTime":1229.382,"body":"And also we've gone with two quite"},{"startTime":1225.507,"endTime":1229.382,"body":"close and complimentary colors."},{"startTime":1229.382,"endTime":1234.212,"body":"One is a, almost an ink blue, quite"},{"startTime":1229.382,"endTime":1234.212,"body":"a dark blue or slightly purple."},{"startTime":1234.212,"endTime":1236.042,"body":"And the other is a very dark teal."},{"startTime":1237.002,"endTime":1241.382,"body":"And actually because of, um, well, two"},{"startTime":1237.002,"endTime":1241.382,"body":"books, actually, this is a voice, uh,"},{"startTime":1241.412,"endTime":1245.402,"body":"which was a teal color and also the"},{"startTime":1241.412,"endTime":1245.402,"body":"there's a tealish color on the title of"},{"startTime":1245.402,"endTime":1247.422,"body":"my book, why do I need a Vocal coach."},{"startTime":1247.752,"endTime":1251.592,"body":"And it's, and, and on the app,"},{"startTime":1247.752,"endTime":1251.592,"body":"in fact, um, the, uh, one minute"},{"startTime":1251.592,"endTime":1254.952,"body":"voice warmup app, and it started to"},{"startTime":1251.592,"endTime":1254.952,"body":"be one of the colors that we use."},{"startTime":1255.162,"endTime":1258.312,"body":"So we went with a very dark version"},{"startTime":1255.162,"endTime":1258.312,"body":"so all of those can stand out."},{"startTime":1258.312,"endTime":1258.372,"body":"Yeah."},{"startTime":1258.882,"endTime":1263.392,"body":"Can I say a little bit more about this,"},{"startTime":1258.882,"endTime":1263.392,"body":"um, which is that we've got strong,"},{"startTime":1264.072,"endTime":1266.442,"body":"quite definite lines there, haven't we?"},{"startTime":1266.442,"endTime":1266.922,"body":"Yes."},{"startTime":1267.432,"endTime":1272.472,"body":"And we've got these deep colors and we"},{"startTime":1267.432,"endTime":1272.472,"body":"feel that that represents the solidity."},{"startTime":1272.697,"endTime":1278.217,"body":"Yeah, that we offer solidity in, um,"},{"startTime":1272.697,"endTime":1278.217,"body":"our knowledge and also our own personal"},{"startTime":1278.217,"endTime":1280.887,"body":"thirst for updating our knowledge."},{"startTime":1281.067,"endTime":1283.947,"body":"And there's also white space, which"},{"startTime":1281.067,"endTime":1283.947,"body":"means there's space for other people."},{"startTime":1284.097,"endTime":1285.057,"body":"Absolutely."},{"startTime":1285.387,"endTime":1289.377,"body":"And we've got this shape, which"},{"startTime":1285.387,"endTime":1289.377,"body":"is still based on the larynx."},{"startTime":1289.437,"endTime":1290.727,"body":"It's still based on the larynx logo."},{"startTime":1290.727,"endTime":1290.817,"body":"Yeah."},{"startTime":1291.342,"endTime":1293.082,"body":"but it's a holding space."},{"startTime":1293.112,"endTime":1293.172,"body":"Yeah."},{"startTime":1293.172,"endTime":1297.012,"body":"And that's something that people talk"},{"startTime":1293.172,"endTime":1297.012,"body":"about a lot, um, on courses that we"},{"startTime":1297.012,"endTime":1298.962,"body":"hold the space for their learning."},{"startTime":1299.262,"endTime":1299.352,"body":"Yep."},{"startTime":1299.562,"endTime":1301.752,"body":"We do that in the best way that we can."},{"startTime":1302.262,"endTime":1304.662,"body":"And then the P is kind"},{"startTime":1302.262,"endTime":1304.662,"body":"of leaning, isn't it?"},{"startTime":1304.932,"endTime":1305.052,"body":"Yes."},{"startTime":1305.052,"endTime":1309.942,"body":"I mean, you know, you've gotta be curious"},{"startTime":1305.052,"endTime":1309.942,"body":"to find out that there's a P there and"},{"startTime":1310.032,"endTime":1312.552,"body":"love what I like is that there's a flame."},{"startTime":1312.552,"endTime":1316.242,"body":"And so for me, that represents"},{"startTime":1312.552,"endTime":1316.242,"body":"the light bulb moments."},{"startTime":1316.272,"endTime":1316.482,"body":"Yes."},{"startTime":1316.482,"endTime":1319.422,"body":"The flame of knowledge,"},{"startTime":1316.482,"endTime":1319.422,"body":"the flame of understanding."},{"startTime":1319.482,"endTime":1320.712,"body":"Reigniting your passion."},{"startTime":1321.267,"endTime":1321.897,"body":"Yes."},{"startTime":1322.197,"endTime":1325.467,"body":"Inspiration, reigniting"},{"startTime":1322.197,"endTime":1325.467,"body":"your passion for teaching."},{"startTime":1325.467,"endTime":1325.917,"body":"Yes."},{"startTime":1326.607,"endTime":1330.747,"body":"And, um, those of you who are sharp-eyed"},{"startTime":1326.607,"endTime":1330.747,"body":"will also notice that the, the, the"},{"startTime":1330.747,"endTime":1334.077,"body":"title of the company Vocal Process has"},{"startTime":1330.747,"endTime":1334.077,"body":"now become one word mm-hmm  we've been"},{"startTime":1334.077,"endTime":1338.507,"body":"using it interchangeably as two words"},{"startTime":1334.077,"endTime":1338.507,"body":"in one word, um, up until very recently."},{"startTime":1339.237,"endTime":1342.117,"body":"And finally, we got it registered."},{"startTime":1342.122,"endTime":1345.927,"body":"So we are now a registered trademark"},{"startTime":1342.122,"endTime":1345.927,"body":"and it's VocalProcess, all one word."},{"startTime":1346.497,"endTime":1349.377,"body":"And one of the things that came up"},{"startTime":1346.497,"endTime":1349.377,"body":"in the feedback and people were."},{"startTime":1350.192,"endTime":1353.162,"body":"You know, I like the, I like what you've"},{"startTime":1350.192,"endTime":1353.162,"body":"done, but I'm not gonna give it five stars"},{"startTime":1353.162,"endTime":1359.432,"body":"because I think those, the designers had"},{"startTime":1353.162,"endTime":1359.432,"body":"bolded the Vocal of VocalProcess and left"},{"startTime":1359.432,"endTime":1362.852,"body":"the process less, ordinary, standard."},{"startTime":1363.152,"endTime":1365.642,"body":"And they said it should be the other"},{"startTime":1363.152,"endTime":1365.642,"body":"way around that the process, this of"},{"startTime":1365.642,"endTime":1368.762,"body":"the way we work because of the way we"},{"startTime":1365.642,"endTime":1368.762,"body":"work, the process should be bolded."},{"startTime":1368.852,"endTime":1373.082,"body":"And that was lovely, cuz that, that"},{"startTime":1368.852,"endTime":1373.082,"body":"basically matched where we were going."},{"startTime":1373.382,"endTime":1376.352,"body":"So you'll see the, the Vocal as"},{"startTime":1373.382,"endTime":1376.352,"body":"standard text and the process"},{"startTime":1376.357,"endTime":1377.942,"body":"is bolded and it's all one word."},{"startTime":1378.912,"endTime":1381.372,"body":"So there's quite a lot going on"},{"startTime":1378.912,"endTime":1381.372,"body":"in that rebrand, even though at"},{"startTime":1381.372,"endTime":1382.872,"body":"first glance, it looks very simple."},{"startTime":1383.112,"endTime":1384.762,"body":"Mm-hmm um."},{"startTime":1384.822,"endTime":1386.772,"body":"So we've, we've got the"},{"startTime":1384.822,"endTime":1386.772,"body":"logo reg, not the logo."},{"startTime":1386.802,"endTime":1388.572,"body":"We've got the, uh, the name registered."},{"startTime":1388.602,"endTime":1391.692,"body":"Um, we're gonna be changing all"},{"startTime":1388.602,"endTime":1391.692,"body":"of that on our paperwork as well."},{"startTime":1391.692,"endTime":1393.882,"body":"And we are about to"},{"startTime":1391.692,"endTime":1393.882,"body":"commission the website."},{"startTime":1393.887,"endTime":1397.692,"body":"We have our web designer lined up mm-hmm"},{"startTime":1393.887,"endTime":1397.692,"body":"um, but of course, with the web design,"},{"startTime":1397.692,"endTime":1399.852,"body":"there's a whole other brief now to go on."},{"startTime":1399.852,"endTime":1400.632,"body":"So no, but."},{"startTime":1400.912,"endTime":1402.772,"body":"The branding really helps."},{"startTime":1403.162,"endTime":1403.642,"body":"It does."},{"startTime":1403.702,"endTime":1406.402,"body":"It'll allow us to make the"},{"startTime":1403.702,"endTime":1406.402,"body":"website more simple, which is"},{"startTime":1406.402,"endTime":1408.112,"body":"what people expect in nowadays."},{"startTime":1408.172,"endTime":1408.562,"body":"It does."},{"startTime":1409.582,"endTime":1411.622,"body":"So it's gonna be an"},{"startTime":1409.582,"endTime":1411.622,"body":"it's an ongoing process."},{"startTime":1411.622,"endTime":1415.342,"body":"We're not gonna flick a switch or click"},{"startTime":1411.622,"endTime":1415.342,"body":"our fingers and everything will change."},{"startTime":1415.347,"endTime":1417.472,"body":"It's an ongoing process over"},{"startTime":1415.347,"endTime":1417.472,"body":"the next several months."},{"startTime":1417.592,"endTime":1421.067,"body":"But expect to see this new logo yes."},{"startTime":1421.247,"endTime":1422.387,"body":"In relation to us."},{"startTime":1422.417,"endTime":1422.837,"body":"Yes."},{"startTime":1423.287,"endTime":1427.217,"body":"It's a very good process to go"},{"startTime":1423.287,"endTime":1427.217,"body":"through, even though it was quite"},{"startTime":1427.217,"endTime":1431.177,"body":"scary and very frustrating at times,"},{"startTime":1427.217,"endTime":1431.177,"body":"it's a good process to go through"},{"startTime":1431.182,"endTime":1433.037,"body":"because it's about clarification."},{"startTime":1433.037,"endTime":1436.547,"body":"You clarify, when you are having"},{"startTime":1433.037,"endTime":1436.547,"body":"people design for you that"},{"startTime":1436.547,"endTime":1438.027,"body":"don't know your work at all."},{"startTime":1438.852,"endTime":1442.572,"body":"It's really fascinating to be"},{"startTime":1438.852,"endTime":1442.572,"body":"able to describe what you do."},{"startTime":1442.572,"endTime":1446.202,"body":"And we do a whole load of different"},{"startTime":1442.572,"endTime":1446.202,"body":"things, but to be able to describe"},{"startTime":1446.232,"endTime":1449.772,"body":"the feel and the emotion, and"},{"startTime":1446.232,"endTime":1449.772,"body":"also how you want people to"},{"startTime":1449.772,"endTime":1451.512,"body":"feel when they work with you."},{"startTime":1451.512,"endTime":1452.562,"body":"That's very powerful."},{"startTime":1453.822,"endTime":1457.272,"body":"So that was today's podcast."},{"startTime":1457.272,"endTime":1457.932,"body":"All about us."},{"startTime":1458.462,"endTime":1462.152,"body":"But actually for those of you who do run"},{"startTime":1458.462,"endTime":1462.152,"body":"your own businesses and are maybe thinking"},{"startTime":1462.152,"endTime":1466.412,"body":"of branding and thinking of choosing"},{"startTime":1462.152,"endTime":1466.412,"body":"colors and thinking of choosing logos"},{"startTime":1466.417,"endTime":1470.942,"body":"that represent you, maybe you'll find"},{"startTime":1466.417,"endTime":1470.942,"body":"us sharing our process helpful to you."},{"startTime":1470.972,"endTime":1471.482,"body":"Yes."},{"startTime":1471.752,"endTime":1475.112,"body":"And we'll put all the links that,"},{"startTime":1471.752,"endTime":1475.112,"body":"uh, we used in the show notes and"},{"startTime":1475.112,"endTime":1476.462,"body":"also in the YouTube description."},{"startTime":1476.492,"endTime":1480.362,"body":"So, uh, have a look and go and"},{"startTime":1476.492,"endTime":1480.362,"body":"visit and say, say, you're from us."},{"startTime":1480.422,"endTime":1484.232,"body":"We're not affiliated to anybody at the"},{"startTime":1480.422,"endTime":1484.232,"body":"moment, but just say hi from us, because"},{"startTime":1484.412,"endTime":1487.982,"body":"we actually had very good experiences with"},{"startTime":1484.412,"endTime":1487.982,"body":"all the people that we are going to list."},{"startTime":1488.672,"endTime":1490.652,"body":"So we will see you next time."},{"startTime":1491.302,"endTime":1491.522,"body":"Bye."},{"startTime":1505.142,"endTime":1508.562,"body":"This is a voice, a podcast with Dr."},{"startTime":1508.562,"endTime":1510.672,"body":"Gillyanne Kayes and Jeremy Fisher"}]}