Podcast Summary: How Brands Are Built – The Q&A Episode

Release Date: March 10, 2025

Overview

In "The Q&A Episode" of How Brands Are Built, host Rob Meyerson delves into a variety of listener-submitted questions covering topics such as brand naming, general branding strategies, book publishing, and even a lighthearted inquiry about font design. This episode provides actionable insights and expert advice from Meyerson's extensive experience in brand strategy, making it invaluable for branding professionals and enthusiasts alike.

1. Brand Naming

a. Cultivating Client Enthusiasm for the Naming Process

Question from Nick McGraw (00:07)
Nick McGraw of McGrawson Design in Toronto asks how to inspire clients to be as enthusiastic about the brand naming process as his current client.

Key Insights:

• Process Effectiveness Over Fun: Meyerson emphasizes that client enthusiasm stems from the effectiveness of the naming process rather than making it inherently fun.

  “[00:10] Rob Meyerson: ...making it really fun was not a goal of mine. My goal always was effectiveness.”

• Client Selection: It's not necessarily about high-ticket clients but finding clients who understand the value of a structured naming process.

  “[00:25] Rob Meyerson: I think it's just about finding the right clients and there are some that'll get it and some that won't.”

• Expectation Setting: During initial consultations, presenting expertise and gauging client engagement can help in selecting clients who will appreciate the process.

b. Attracting New Clients Under NDAs

Question from Belyakov Artem (Unnamed Timestamp)
Artem Belyakov faces challenges in attracting new clients due to working under non-disclosure agreements (NDAs).

Key Insights:

• Negotiating NDA Terms: Meyerson suggests negotiating with clients to allow sharing certain aspects of the project post-launch.

  “[01:15] Rob Meyerson: You could say...maybe for five years.”

• Alternative Showcases: Utilizing redacted case studies and client testimonials can provide social proof without breaching NDAs.

  “[01:30] Rob Meyerson: You can maybe write a case study with the names redacted.”

• Leveraging Testimonials: Encouraging clients to provide reviews on platforms like Clutch can enhance credibility.

c. Comparing Naming Agencies

Question from Belyakov Artem (Unnamed Timestamp)
Artem inquires about the differences in naming methodologies between agencies like Interbrand, Cohoword Branding, and Lexicon.

Key Insights:

• Team Size and Depth: Larger agencies often involve numerous team members with limited individual input, which can dilute the quality of name generation.

  “[02:10] Rob Meyerson: Asking a huge number of people on the team...really doesn't work.”

• Smaller Agencies' Advantage: Smaller firms typically allow namers to dive deeper into projects, fostering creativity and thoroughness.

  “[02:35] Rob Meyerson: The better agencies do it with that smaller number of highly experienced namers.”

• Process Differences: Beyond name generation, agencies vary in presentation styles, client management, and strategic integration.

2. General Branding Questions

a. Brand vs. Design

Short Question from Brands Mention (Unnamed Timestamp)
Is a brand synonymous with its design?

Key Insight:

• Brand is More Than Design: Meyerson briefly affirms that a brand encompasses more than just its visual elements.

  “[03:00] Rob Meyerson: Brand is more than just design.”

b. Maintaining Visual Identity Consistency

Question from Will Hawkins (Unnamed Timestamp)
How to maintain consistency in visual identity across a large organization lacking centralized asset management.

Key Insights:

• Utilize Templates and DAM Systems: Encourage the use of digital asset management (DAM) systems and standardized templates to ensure uniformity.

  “[03:15] Rob Meyerson: Why aren't they using the templates?... better templates or easier access.”

• Employee Training: Implement comprehensive training programs to educate employees on the importance of brand consistency and proper usage of assets.

  “[03:30] Rob Meyerson: Training on how to use it... why it's so important to use it.”

• Engage Expert Agencies: Consult with specialized agencies like 1010, Monagle, and Brand Active for additional support and resources.

c. Personalizing Sales Materials

Follow-up Question from Will Hawkins (Unnamed Timestamp)
Is it advisable to change the color schemes of sales proposals to match the prospect’s brand?

Key Insights:

• Maintain Your Own Brand Identity: Meyerson advises against altering your brand's visual elements to match the client's, emphasizing the importance of showcasing your brand expertise.

  “[04:00] Rob Meyerson: Your job here sort of is to build your own brand... show off your own brand assets.”

• Logistical Challenges: Altering proposals increases the risk of inconsistencies and errors, which can damage professionalism.

  “[04:10] Rob Meyerson: Are you sure that you are really using their brand in a way that they would approve of.”

• Client-Specific Adjustments: If necessary, make minimal and approved adjustments in consultation with the client to avoid misrepresentation.

3. Book Publishing and Writing

a. Navigating the Publishing Process

Questions from Jacob Kass and Paul Bailey (Unnamed Timestamp)
Jacob Kass and Paul Bailey inquire about the steps and requirements for writing and publishing a book.

Key Insights:

• Proposal Requirements: Publishers typically require a detailed outline and sample chapters to assess writing style and commitment.

  “[05:00] Rob Meyerson: Most will want to see a chapter or two of your book... an outline of the whole book.”

• Understanding Publisher Expectations: Research each publisher’s specific submission guidelines, often available on their websites, to tailor your proposal accordingly.

  “[05:15] Rob Meyerson: They might also either instead of that or separately want to see an outline.”

• Engaging Literary Agents: Consider hiring a literary agent to bridge the gap between authors and publishers, facilitating negotiations and enhancing proposal quality.

b. Self-Publishing vs. Traditional Publishing

Key Insights:

• Self-Publishing Pros and Cons: While self-publishing offers greater control and faster turnaround, it requires authors to manage all aspects, including editing and marketing.

  “[05:45] Rob Meyerson: There's a strong argument to be made about self-publishing... logistical side of creating a font.”

• Traditional Publishing Benefits: Traditional publishers handle logistics, provide professional editing, and often have established distribution channels, though they may entail longer timelines and less creative control.

c. The Commitment of Writing a Book

Key Insights:

• Time Management: Establish a writing schedule to ensure consistent progress and meet publishing deadlines.

  “[06:20] Rob Meyerson: Give yourself a schedule... writing every Wednesday night.”

• Editing and Revisions: Prepare for multiple rounds of editing, including content refinement and obtaining permissions for included materials.

  “[06:35] Rob Meyerson: Many rounds of editing starts... getting permissions from people.”

• Publishing Timeline: Anticipate a lengthy process from manuscript completion to publication, often extending six months or more.

4. Font Design (Humorous Inquiry)

a. Creating a "Cheese" Font

Joke Question from Liev Lewitt (Unnamed Timestamp)
Liev Lewitt asks, humorously, about mass-producing a cheese-themed font injection mold.

Key Insights:

• Technical Approach: Meyerson shares his personal, non-expert experience using Glyphs Mini and Illustrator to design the cheese font.

  “[07:10] Rob Meyerson: I designed them in 2D... I do not really know what I'm doing.”

• Expert Recommendation: For comprehensive font design, consult professionals like James Edmondson of Oh No Type Co., who offers expertise in typography and font creation.

  “[07:25] Rob Meyerson: Go to James Edmondson... learn about real font design.”

• Accessibility of Design Tools: Encourages experimenting with font design software but acknowledges the complexity of producing high-quality typefaces.

5. Client Testimonials

a. Obtaining and Utilizing Testimonials

Question from Belyakov Artem (Unnamed Timestamp)
Artem seeks advice on acquiring client testimonials without revealing project specifics due to NDAs.

Key Insights:

• Simplified Requests: Use prepared emails to request testimonials, making it easy for clients to respond.

  “[07:50] Rob Meyerson: You can just edit it and don't have to recreate the wheel every time.”

• Clear Communication: Explain the importance of testimonials for business growth and ensure clients understand how their feedback will be used.

  “[08:05] Rob Meyerson: Clearly state that... Seeing that people like you have had a good experience with us goes a huge way.”

• Flexible Formats: Offer alternatives such as recorded calls where clients can speak about their experience, simplifying the testimonial process.

  “[08:20] Rob Meyerson: Just ask if you can record it and just talk about their experience.”

• Timing and Persistence: Request testimonials promptly after successful project completion and follow up respectfully without being overly persistent.

  “[08:35] Rob Meyerson: Strike while the iron is hot... don't hound them.”

6. Closing Remarks

Meyerson wraps up the episode by encouraging listeners to rate, review, and subscribe to the podcast. He also hints at future Q&A episodes and directs listeners to connect via social media or the podcast's contact page for further engagement.

Conclusion

In this comprehensive Q&A session, Rob Meyerson addresses a spectrum of branding challenges, from enhancing client engagement in the naming process to navigating the complexities of book publishing. His pragmatic advice, grounded in industry experience, offers valuable guidance for professionals aiming to build and sustain strong brands. Whether tackling the nuances of brand consistency in large organizations or exploring the potential of AI in naming, this episode serves as a rich resource for those dedicated to the art and science of brand building.