– Build a famous brand – a how-to guide for small business
On air:
9 December 2014
Click to download the interview
In her book Brand Famous, Linzi Boyd provides a how-to guide for small businesses wanting to develop their brand. Having worked on the brands of larger corporations, Linzi was approached to write a brand-building methodology for small businesses. As she undertook the task, she realised that there was a genuine need for this kind of guide.
The first step in building any brand is creating a brand toolkit. “Once you have a brand DNA, you need a brand toolkit to get the message out there.” she explains.
A brand toolkit tends to consist of visual imagery and video content that helps communicate a clear and concise brand message.
In this interview Linzi also discusses her three stages of brand building. The building stage is for new ideas that need help moving from concept to reality. Brands that have already matured are usually looking to renovate or refresh their brand, depending on its current successes. Linzi’s book explains in detail how businesses can tackle each stage of brand development.
Listen to this HerBusiness interview with Linzi Boayd to learn:
- How to build a campaign using five touch points instead of one
- How to more narrowly define your target market
- How to make the most from partnerships
- How to budget for your brand development
Linzi is a regular contributor to The Huffington Post. You’ll find her articles, here.
This post was co-authored by Poppy Johnston. Poppy is currently completing a journalism internship at HerBusiness. She is studying Media and Communications at The University of Sydney.
Subscribe to the HerBusiness podcast:
For more stories of remarkable women entrepreneurs, subscribe to the HerBusiness Podcast.
Loved this episode? Help us Spread the word.
If you found value in this conversation, please share it with a fellow woman in business who’s ready to take LinkedIn more seriously – and more strategically.
About the guest(s)
Linzi Boyd
CEO of Surgery Group, The School of Brand Fame, Partner at Shirlaws Group and Author of Number One Brand Best-Seller ‘Brand Famous.’ Linzi Boyd is a successful business woman and business management speaker who has successfully launched, developed and sold a number of businesses, consistently riding at the highest peaks of the waves of consumer trends and brand popularity. Linzi Boyd left school at 15 and went from working in a clothes shop to opening one of her own by the age of 18. Linzi bought Replay and Diesel in Paris and Milan, bringing them into the UK for the first time, before selling the shop aged 20 to set up a footwear brand with a successful shoe designer. Stride sold 150,000 pairs in the first season and had 7 distribution channels on a global platform, with shoes in the design museum as design classics next to Evian bottles, and worn by Robbie Williams and the Beastie boys. Linzi sold the company to Caterpillar when she was age 24 and formed Surgery PR, which developed into Surgery Group, one of the leading communication agencies in London, with 7 different businesses focused on building, revitalising and refreshing brands. Surgery Group has worked with Marc Newson, Superdry, G-Star, Alexa Chung for Superga, Wrangler, Pringle, Urban Outfitter, Rankin, Aldo, Desigual, Lacoste, Givenchy eyewear, Tinie Tempah for Disturbing London amongst many more globally established brands and campaigns. Thereafter, Midas and the School of Brand Fame were immediately launched. Midas, a business that specialises in creating long-term value for celebrities, brands and business leaders currently works with A-list entrepreneurs and VIPs. The School of Brand Fame, which will open up its doors in October 2014 will offer on and offline courses for SMEs. Full access into the complete methodology will be taught whilst her Young Entrepreneur Scheme (Y.E.S) will run alongside Surgery Group providing an ability for school leavers who wish to gain work experience alongside some of the most recognisable brands – providing mentorship and experience, something Linzi wished she had access to when leaving school at such a young age. Linzi has appeared on several TV shows and segments, including ‘Say No To The Knife’, which she presented, and regular appearances on BBC Breakfast and Channel 4.
VIEW FULL PROFILE