Brand Strategy For Designers: How to Get Started (Part 1)

Summary

The speaker emphasizes the importance of understanding the true essence of branding, which extends far beyond the creation of a logo. They share personal experiences and insights from their journey into brand strategy, highlighting the significance of customer perception and the cumulative impact of every interaction on a brand's image. The talk underscores the role of a brand strategist in shaping a company's reputation and creating meaningful experiences for customers. The speaker also discusses the influence of social media on brand perception and the importance of authenticity in branding. They touch upon the role of various elements, including visual and audio principles, in creating a brand's identity and the critical nature of aligning with customer expectations. The transcript concludes with a promotional offer for Teachable, a platform utilized by the speaker's company to deliver their courses and templates.

Takeaways

• 🏭 Products are made in factories, but brands are built in the hearts and minds of people through shared experiences and reputation.
• 👥 As a designer moving into brand strategy, one must consider nurturing and influencing the relationship with the audience to shape the company's image.
• 🎓 Studying and understanding the strategic part of branding is crucial, even if the background is in design and production.
• 🚀 Branding is more than just a logo; it's about shaping the entire customer experience from start to finish.
• 🤝 Collaborating with copywriters and understanding user profiles can significantly influence the design process and outcome.
• 🌟 A brand is defined by a person's gut feeling about a product, service, or organization, which includes the promises made and the ability to deliver on those promises.
• 📈 The role of a brand strategist is to shape the company's identity by influencing how it is perceived by its audience.
• 💡 Branding involves the application of principles that translate feelings into visuals, audio, and other sensory experiences.
• 📊 Measuring branding versus marketing is essential to understand the impact of every interaction on the brand's perception.
• 📝 Copywriting is a vital part of branding, requiring simplicity and clarity to effectively communicate the brand's message.
• 🌐 In the age of social media, the control of brand perception has shifted from companies to consumers, making authenticity in branding more important than ever.

Q & A

What is the primary difference between a product and a brand according to the speaker?

The speaker suggests that while products are made in factories, brands are built in the hearts and minds of people through shared experiences, reputation, and expectations.

Why do people want to be brand strategists?

People want to be brand strategists because it allows them to do something important by shaping the company's identity and influencing its relationship with its customers.

What platform is mentioned in the script that has helped creators grow their online businesses?

The platform mentioned is Teachable, which the speaker's team has used for hosting courses, managing affiliates, and processing payments.

What was the speaker's initial reaction to seeing Yo Santosa's branding work?

The speaker was intrigued and somewhat envious, wanting to understand how she was able to do strategic branding work that was different from the design production work he was familiar with.

What was the name of the company that the speaker mentions as an example of effective branding?

The company mentioned is Pinkberry, a frozen fro yo place, for which Yo Santosa did some branding work.

What is the CORE framework that the speaker discusses?

The CORE framework is a tool for understanding branding and user experience design. It focuses on the intersection between the brand, the user, and the business goals to create a cohesive strategy.

How did the speaker's perspective on web design change after meeting Jose?

The speaker realized that designing for a specific user profile is crucial and that understanding the user's needs and goals shapes the design process. This led to a shift from designing websites as digital brochures to creating experiences.

What was the name of the IT expense management company the speaker worked with?

The company's name was Tango, and they help large corporations manage their IT expenses.

What are the two key insights the speaker identified during the brand strategy workshop with Tango?

The first insight was that Tango's service saves people money, which is a significant value proposition. The second insight was that Tango viewed their customers with disdain, which shifted to recognizing them as heroes of 21st-century businesses.

What is the importance of being transparent and acknowledging what you don't know when working with clients?

Transparency and acknowledging what you don't know helps build trust with clients, opens up communication, and allows for a more effective problem-solving process. It also prevents misunderstandings and misrepresentations of the client's business.

How does the speaker define 'branding' in the context of the script?

The speaker defines 'branding' as the process of influencing or shaping the feelings, promises, character, values, and expectations that make up a brand. It involves the visual and audio application of these principles to create a tangible representation of the brand.