Small Business | Big Insights

You’re busy. We know! We cut through the BS and give you straight talk advice whether you're a seasoned entrepreneur or just starting out. Small Business | Big Insights dives straight to the point on key topics and features interviews with industry experts and successful small business owners who share their deep insights. Tune in each month to gain new ideas and inspiration for your own business.

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Small Business | Big Insights

From Obscurity to Icon: Unveiling Secrets to Crafting a Memorable Small Business Brand (With Robert Smith from Greenmelon)

May 15, 2024 • Eric Saumure

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What are the key attributes of a polished brand? To tackle this question, Eric invites Robert Smith for an insightful conversation on branding. Robert, a branding expert, Adjunct Professor, author, and Chief Creative Ofﬁcer at Greenmelon Inc, has a wealth of experience in crafting successful brand identities. Having worked with numerous major companies in Canada, Robert prioritizes frequency, consistency, and quality in his approach. He shares invaluable tips and advice tailored for small businesses venturing into brand building. Throughout their discussion, they delve into topics such as logos, timelines, competition, creativity, and AI.

0:00 Intro

1:00 Conversation begins

3:40 Remove “like"

5:00 Frequency, consistency, quality

10:44 Outsourcing branding and consulting

13:45 Budget and commitment

16:35 The issue with AI

21:00 When to invest in branding

25:18 Lasting logos

27:40 Competition, disruption, colors

30:30 Value of branding

36:40 Stop Looking For Zebras