043 – Simon Middleton, Brand Advisor – How to Build a British-made Brand
**Note: this episode is from 2019 and any events mentioned on the show happened in the past. Do not try to register!**
What makes a great British brand?
In this episode I chat to brand guru Simon Middleton about what makes an average brand stand out from an extraordinary one.
Simon is my go-to authority on anything to do with creating a brand and telling brand stories – he’s been voted one of the world’s Top 30 branding professionals, and his book How to Build a Brand in 30 Days is a must-read for anyone who is launching a new business.
Simon was the founder of British-mad [11:19]e clothing brand Shackleton clothing, which he launched on Kickstarter and grew into a successful business stocked in stores worldwide.
He has also advised the Harris Tweed Authority, and many other household names, on brand strategy.
In this interview we discuss what makes a great British brand, and why he has coined the phrase ‘contributive business’ when referring to organisations that operate with authentic meaning and purpose.
- Why cheap and value are not the same thing [04:46]
- How Simon built the story around the British brand Shackleton that he founded [11:19]
- Why manufacturing in the UK is not enough to make a brand story from and you need something else as well [15:42]
- Why brands should make a contribution to society [24:44]