00:00Essentials of Brand Strategy
00:02Let's play out a scenario.
00:05You've been hired to design a logo for a client.
00:08However, the client's business is in trouble.
00:12And they don't know why.
00:14They think a new logo will freshen up the look and solve the problems.
00:19Unfortunately, it won't.
00:21If the product is to par, or the company is in the midst of a scandal,
00:26a new logo is like putting lipstick on a pig.
00:29You could proceed with designing the logo and taking the money.
00:33But that approach is neither ethical nor beneficial for the client.
00:37It won't result in a long-term working relationship either.
00:41Your goal should be to help define and communicate the brand,
00:44identifying any issues you see,
00:47and aiding the client in achieving success.
00:50To do this effectively, you need comprehensive information.
00:54While Wikipedia is a convenient tool,
00:57However, it won't answer the specific questions you have.
01:01You need to engage directly with people, including the head of the organization,
01:06your primary contact, the client's employees, existing customers,
01:10and any others who interact with the brand.
01:13Though, it may seem daunting when we're used to working behind a computer.
01:18This approach will always lead to a better solution.
01:22Most people enjoy having their opinions heard.
01:25First, find out the current brand's strategy, if there is one.
01:29What works and why what doesn't work?
01:32Remember, your questions should focus on the message, not the visuals.
01:36Most importantly, what does the client believe they are communicating?
01:42Next, understand the audience.
01:44Who is the current audience and who do they want it to be?
01:48Avoid broad answers.
01:50Like everyone, there is likely a primary audience.
01:54Who should the audience be now?
01:56Is the message reaching them?
01:58Who should it be in five years?
02:00Will that audience remain with the brand?
02:03Or is it time to start cultivating a new audience?
02:06Every client has competition.
02:09Identify who the client's competition is.
02:11Is there anyone else doing exactly the same thing?
02:15Are they more successful or gaining ground?
02:18Who is the competition's audience?
02:20Is it the same as your clients now?
02:22Or will it be in the future?
02:24And what is their brand message?
02:27Think beyond the obvious.
02:29For instance, there was a client who had a non-profit library foundation.
02:33While the apparent competition was bookstores and online books.
02:39But other cultural institutions and museums were also encroaching on the client's audience.
02:46When discussing values in branding, we aren't referring to political issues unless your client is a politician.
02:52Values refer to the fundamental beliefs the organization adheres to.
02:58These often stem from the company's beginnings.
03:01For example, when Dapp opened its first store in 1969, the founders emphasized creativity, delivering results, doing what's right.
03:11And always thinking of the customer first.
03:14These principles continue to guide their products, interactions with employees and customers, and the messages they communicate.
03:22If the values had been make cheap clothes and money fast, the quality, customer interaction, and message would be entirely different and likely unsuccessful.
03:32Determining the correct core audience and establishing.
03:37A clear set of values is like an archaeological project.
03:41You may need to dig deeper and spend time sifting through information to find the right answer.
03:47Always remember to collaborate with the client.
03:50They may not be the best at filtering the information.
03:53But that's where you come in.
03:56What's happening right now?
03:57What's happening?
03:58What's happening right now?
04:22No.
