How Brands Are Built: Fabian Geyrhalter Builds and Launches Successful Brands
Release Date: May 13, 2024
Hosts: Rob Meyerson and Fabian Geyrhalter

Introduction and Guest Background

In this special episode of How Brands Are Built, host Rob Meyerson welcomes branding expert Fabian Geyrhalter for an in-depth discussion on building and launching successful brands in 2024. Fabian, the founder of Finian—a purposely small consultancy based in Los Angeles—brings a wealth of experience as the host of his own podcast Hitting the Mark and author of best-selling books like How to Launch a Brand and The Brand Therapy Book. Rob and Fabian reminisce about their previous interactions and set the stage for a comprehensive conversation on contemporary branding practices.

State of Brand Identity in 2024

The conversation kicks off with Rob discussing his role in co-authoring the sixth edition of Alina Wheeler's seminal book, Designing Brand Identity. He emphasizes the book's evolution to address the dynamic changes in the branding landscape, such as the rise of social media, AI, and cultural shifts. Fabian highlights the unprecedented fluidity in brand identities, especially with the advent of AI tools like Adobe Firefly, which allow brands to experiment more freely with their visual elements.

Rob Meyerson [04:54]: "The state of brand identity today is encapsulated in the fact that it's the sixth edition of a classic. A lot has changed since 2003, but the fundamentals still ring true."

Fabian Geyrhalter [06:54]: "Everything is more fluid. A brand's overall identity is becoming ever more fluid, constantly adjusting a little bit."

Co-authoring the Sixth Edition of Designing Brand Identity

Rob delves into his collaboration with Alina Wheeler and the challenges of co-authoring the latest edition of the book. He shares heartfelt anecdotes about Alina’s dedication and the bittersweet experience of completing the project after her passing. Fabian commends Rob's work and the collaborative effort that went into updating the book, ensuring it remains a cornerstone resource for branding professionals.

Rob Meyerson [16:16]: "It was an amazing experience and opportunity. It was overwhelming, but incredibly rewarding."

Fabian Geyrhalter [17:01]: "Alina had these boards like back in the day. That book was a room of her life. It was pretty amazing."

Launching Tone Optic: Process and Challenges

Fabian transitions to discussing his latest venture, Tone Optic—a rotating vinyl record storage solution designed to blend functionality with aesthetic appeal. He recounts the inspiration behind the product, market reception, and the unexpected challenges of running a hardware startup. From handling manufacturing logistics to managing a successful Kickstarter campaign, Fabian offers a candid look into the complexities of launching a tangible product.

Fabian Geyrhalter [28:01]: "Running a hardware startup was the most stressful thing I've ever done in my life."

Rob Meyerson [30:04]: "Design Milk is such a cool, huge interior design platform. That was awesome."

Naming Strategy for Tone Optic

The discussion shifts to the importance of naming in brand identity. Fabian explains the rationale behind the name "Tone Optic," emphasizing its timelessness and relevance to both music ("Tone") and design ("Optic"). Rob shares his insights on naming conventions, using a chart that categorizes names based on descriptiveness and word type, highlighting the balance between being abstract and descriptive.

Fabian Geyrhalter [40:28]: "Tone Optic sounds like something that could have been around in the 70s or 80s. Tone is sound, and Optic is vision."

Rob Meyerson [45:51]: "Names in terms of how descriptive or abstract they are... from the Container Store to Apple."

Advice on Building and Launching Successful Brands

As the episode nears its conclusion, Rob and Fabian share their top advice for building and launching successful brands. Fabian emphasizes the importance of understanding what you don't know and surrounding yourself with experts through advisory boards. He also advocates for flexibility in brand guidelines, allowing for organic growth and adaptation without losing the brand’s core identity.

Fabian Geyrhalter [54:00]: "Know what you don't know and surround yourself with experts."

Rob Meyerson [53:08]: "Authenticity, coherence, and flexibility are critical for strong brands."

Conclusion and Final Thoughts

In their final remarks, both hosts reflect on the evolving nature of branding and the necessity of balancing structured strategy with creative experimentation. They encourage listeners to remain adaptable, build strong networks, and maintain honesty and transparency in their branding efforts.

Rob Meyerson [55:10]: "There's a balance to strike between niching down and being broad enough to provide value across different industries."

Fabian Geyrhalter [55:53]: "Building a network and having an advisory board are crucial for navigating the complexities of brand launching."

Rob wraps up the episode by thanking Fabian for his invaluable insights and encouraging listeners to explore the newly released sixth edition of Designing Brand Identity and Fabian’s Tone Optic product.

Notable Resources Mentioned:

• Tone Optic: toneoptic.com
• Designing Brand Identity, Sixth Edition: Co-authored by Rob Meyerson and Alina Wheeler
• Toneoptic.com: Rotating vinyl record storage solution

Quotes with Timestamps:

• Rob Meyerson [04:54]: "The state of brand identity today is encapsulated in the fact that it's the sixth edition of a classic. A lot has changed since 2003, but the fundamentals still ring true."
• Fabian Geyrhalter [06:54]: "Everything is more fluid. A brand's overall identity is becoming ever more fluid, constantly adjusting a little bit."
• Rob Meyerson [16:16]: "It was an amazing experience and opportunity. It was overwhelming, but incredibly rewarding."
• Fabian Geyrhalter [17:01]: "Alina had these boards like back in the day. That book was a room of her life. It was pretty amazing."
• Fabian Geyrhalter [28:01]: "Running a hardware startup was the most stressful thing I've ever done in my life."
• Fabian Geyrhalter [40:28]: "Tone Optic sounds like something that could have been around in the 70s or 80s. Tone is sound, and Optic is vision."
• Rob Meyerson [45:51]: "Names in terms of how descriptive or abstract they are... from the Container Store to Apple."
• Fabian Geyrhalter [54:00]: "Know what you don't know and surround yourself with experts."
• Rob Meyerson [53:08]: "Authenticity, coherence, and flexibility are critical for strong brands."
• Rob Meyerson [55:10]: "There's a balance to strike between niching down and being broad enough to provide value across different industries."
• Fabian Geyrhalter [55:53]: "Building a network and having an advisory board are crucial for navigating the complexities of brand launching."

This episode offers a treasure trove of insights for branding professionals and entrepreneurs alike, blending theoretical frameworks with practical experiences to illuminate the nuanced process of building and launching brands in today’s ever-changing landscape.