Brand Authority: Stand Out from Competition & Be Remembered - (Newbie Friendly) | Chase Jacobs | Skillshare

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Brand Authority: Stand Out from Competition & Be Remembered - (Newbie Friendly)

teacher avatar Chase Jacobs, Helping You Be Successful Online

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

10 Lessons (58m)
    • 1. OFFLINE LESSONS TO BUILD YOUR ONLINE BRAND

      4:49
    • 2. WHAT YOUR BRAND SAYS ABOUT YOUR BUSINESS

      9:47
    • 3. WHAT MAKES A GOOD BRAND

      2:58
    • 4. A DIFFERENT BRAND FOR EACH PRODUCT TYPE OR ONE FOR ALL?

      6:58
    • 5. BUILDING A GOOD BRAND FOR COMPANIES

      4:55
    • 6. BUILDING A GOOD BRAND FOR INDIVIDUALS

      7:37
    • 7. THE BRAND BECOMES THE PRODUCT

      3:41
    • 8. OTHER BRANDS

      7:48
    • 9. SOME BRANDS ARE REMBERED LONG AFTER THE COMPANY HAS GONE

      4:45
    • 10. PROTECTING YOUR BRAND

      5:02
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About This Class

To succeed online or in business generally for that matter, you need a brand. It's not enough to simply start spamming the web with content; you need to ensure that you have thought about who you want to be, how you are going to gradually raise awareness of your company, how you are going to introduce a gradually increasing number of potential customers to your products and services and how you are going to cement the loyalty of those who come across you.

Here we will look at how you should go about doing this by creating a strong brand and then growing it to the point where you will be recognizable by your logo alone. 

We'll go through why you need a brand if you're running an online business, we'll look at the basics of what a brand is and we'll look at all the tools and techniques you'll need to create a brand that works for you in a highly effective manner. Enroll Now!

Meet Your Teacher

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Chase Jacobs

Helping You Be Successful Online

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My goal is to help you establish and grow your online business in order to reach financial freedom.

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Transcripts

1. OFFLINE LESSONS TO BUILD YOUR ONLINE BRAND: welcome to offline lessons to build your online brand. In this video, Siri's I wanna show You some examples from the offline world that you can adapt and use to build your online brand. Branding offline has been going on pretty much since time immemorial. Onda Branding off Lyon has become quite a big business. There are brand agency is brand managers on offline companies. Build and guard their brands in a very big way, and you can take these lessons and these examples and use it in your own business to pelt, build your own brand and to make your own brand successful online, because the principles are pretty much the same. And of course, the question that lots of people want to know is, well, why were brands invented in the first place? I suppose there are lots of different reasons, but one was to be able to tell one manufacturer's product from another Andi. By the year 12 66 bakers in England were required to put a unique mark on their bread, so if there was a problem with it, it could be traced back. And so that's probably the first reads of having a brand is a type of quality control. Another reason that brands were established was to prove ownership on this could be ownership of an object. Or it could be ownership off a product on idea or a concept. And we can see some branding literally being done here in this picture that was taken in Western Canada in 1912. On this, I suppose, is where the name branding comes from because ranchers would literally put their brand on cattle to be able to tell it. Apart from the other Rogers cattle out on the open Range. Now many Japanese companies are over 200 years old. On their mourn or seal can be considered an early form of brand or trademark on, we can see a couple of examples here and in the West shattered A grain has been producing wines under its own brand since around the year 1000. D. And is considered to be the third oldest commercial enterprise in the world. And again that goes back to quality control. You know where the wind comes from because the winery have got their brand, their logo on the bottle, and of course, this leads into the next reason why brands reinvented on that was to make a product instantly recognizable. And you could do that through the package design You think about the iconic Coca Cola bottle, for example, on it can be done through a logo as well. On a logo is, of course, a very, very important part of your brand. And in societies where people couldn't read or write or where goods were exported to another country where they spoke, another language, then having recognisable logo was particularly important. And here's a good example. This is one of my favorite logos, and it's the logo for the bass brewery on it is the oldest registered trademark in the UK and one of the oldest in the world on Originally, it was just the Red Triangle. They added the word bass underneath later on. But it's so simple, and it's easily recognizable that it really is one of the best logos that there are around . I talk a bit more about logos in a later video, but it's so instantly recognizable. I just want to show you something here. Now this is a famous French Impressionist painting. It's a bar at the Folies Bergere by Edward Manet, But do you notice something right there on the bar? There are two bottles of bass beer, and even though this picture was painted over 130 years ago, you can still instantly recognize that brand. You can still instantly recognize that particular beer that's on the bar there is bass beer , and so that advertising is still doing its job 130 years later. Okay, in the next video, I'll talk through what your brand says about your business, because getting it right is very important. 2. WHAT YOUR BRAND SAYS ABOUT YOUR BUSINESS: in this video. I want to talk through what your brand says about your business. Basically, your brand is your mission statement in bite size form Andi. What it does is it instantly conveys to your customers or your potential customers information about your business about what your business stands for, you know, is your business cutting edge or traditional? If you're a tech company, then obviously you want to have a different type of branding than if you are running Ah, long established gentleman's outfitters. Is it caring or is it aggressive? Ah, you know, if you're running a nursing home, then obviously your branding is going to be different from if you're running a security company. What sort of market are you aiming at? Is it at market? Is it middle market? Is it del Marcato? All three have their place, and all three are markets to be marketed to, and course colors play a very important role in your brand. On a while back, the good people at Entrepreneur Magazine looked into all this on this is what they discovered with red. It's associate ID with the intensity of blood and fire. It makes you feel active emotional, passionate trust, love and intensity on examples off branding that includes read things like YouTube and Red Bull, which is an energy drink. Then there's blue on blue is associate ID with the depth and stability off the sky and sea . And was it make you feel? Well, comfort, faith, conservative understanding, clarity and trust and examples include Samsung on the Ford Motor Company. Yellow is associative with the energy and joy of sunshine, and it makes you feel joy alive, energetic and fresh on. Examples include Ferrari and McDonald's. Green is associated with the harmony of nature, and it makes you feel calm. Relaxed trust and peaceful on examples include Google, Android and Starbucks. Purple is associated with the luxury of royalty, and it makes you feel glamorous, powerful, nostalgic, romantic and introspective on examples of this include Yahoo and FedEx. Then there's orange Andi. This is associated with the happiness of sunshine on the tropics, and it makes you feel enthusiastic, creative, determined on it stimulates mental activity on examples of this in actually include the logos for Firefox on the branding for Fanta, which is a brand off soft drink. Then we've got black, which is associated with formality and the mystery of the night, and it makes you feel bold, serious and luxurious. And examples include BlackBerry and Tiffany and Co. And there's pink Andi that's associated with feminine traits, and it makes you feel love. Sweet, warm sexuality and nurtured on examples include Barbie Door, made by Mattel on LG Electron. ICS and finally we have brown on Brown is associated with the nurturing trait of Mother Earth. Andi. It makes you feel reliability, support and dependability on examples of this in use include ups that their logo is brown there, vans of painted brown and so on on Eminem's The Candy. Something else that your brand says about your business is consistency once people start to get a particular type of experience and hopefully that's gonna be a positive experience from your business, and they begin to associate your brand with that consistency. With that experience, it's very easy to then roll that out across other platforms and across other locations, particularly if you're offline on. People will know exactly what sort of experience they are going to get from your brand from purchasing your brand from visiting your premises or from visiting your website on. I just want to show you to companies that do this very, very well. In my opinion, the 1st 1 is 7 11 now, I very explained, If you're watching this video in a market where 7 11 doesn't operate, 7 11 is a franchised chain off grocery stores of convenience stores on they were originally founded in Dallas, Texas, in the United States. Andi, they've now been expanded all around the world, mainly in North America, Europe and Asia on the company is now called 7 11 But originally it was called The Southland Corporation from the brand is actually a very simple one, and the best brands are, of course, always the simplest. The name of the brand comes from the original opening hours off the stores. They were originally open from seven AM until 11 PM, and they've got a logo that is colorful. Andi instantly recognizable, and you can see it here. And, um, of course, we've just been talking about the different colors that go into it on. That again sums up a lot of things about 7 11 On the other thing, about 7 11 is that their sign Egx on the way that they lay out all the stores is very, very similar and instantly recognizable. And if you look at the photographs on the left hand side off the frame here, if we go round clockwise from the upper left, you see there's a 7 11 in Canada on this one has a filling station attached to it. There's one in Norway, which is on the corner of an older building below that there is one in the Philippines, which is on the street level off a newer building on. Then there's one in Indonesia, which is in a shopping center or shopping mall. That's away like that, and you can tell immediately by looking at them that each store is a 7 11 You're not going to mistake it for any other type of store. The logo is prominent. The branding is the same. The stripes around the outside of the building are identical in each market, where operates and if you were to go inside, you would find that the layout of the store is very similar. You'll find that the packaging is very similar. Obviously there will be some differences in language on the products will very slightly, depending on the market. But all in all, there's going to be a consistency in design across the board. Let me show you another example on That's Bonds and Noble and Barnes and Noble is a chain of bookstores, mainly in North America, and you can see we were talking about the colors earlier. Ron, there's the colors in their logos. Then you logo, and it's very simple on its very easy to recognize. And if we look at the pictures on the left again, you can see that in the upper left hand corner there, that is their flagship store in New York City. On That's got their old logo over the door, but the one next to it that's in a mall in California and you could see that's got their new logo. But the color schemes are very similar on down below. Thes two photographs were taken by the same photographer, but they are actually at different locations in Virginia. On your noticed that the layout of the stores are similar, one store has carpet on the floor. Another has tiles, but they're the same color, the bookshelves of the same. The layout is consistent the ceilings of the same. If you notice the way that the lights are in the ceiling in the lower pictures. And if you look at the one in the mall in California, you can just about make out that the lighting is the same. So you have this consistency across the brand. So when somebody goes into a Barnes and Noble bookstore, they know that they're in a Barnes and Noble bookstore. They know that they're not in a different type of bookstore. They know what the product range is going to be. They know what the quality is going to be on. They know that's going to be consistent in every Barnes and Noble bookstore on Do you see that Barnes and Noble carries this over to their online presence as well? This is the Barnes and Noble website at Barnes and noble dot com, and you can see that is got their logo. It's got their branding. It's got their color scheme and lay out on. You can see how the offline, branding that bonds and Noble have ties in with the online branding that they have as part of their website 3. WHAT MAKES A GOOD BRAND: so exactly what makes a good brand? Well, there are lots of things first on foremost, in order to establish a good brand, you need to know your audience. You need to know who they are. You need to know what they need, and you need to know how you can meet that need and your brand then meets that need. It's that simple. Find what people want and give it to him. Andi, The brand should reflect your passion, and it should meet the customer's needs so well that they purchased from you and not the competition on the best brands are unique. You know, your audience isn't going to confuse your brand with another one, and that means getting the logo right. And it means presenting the brand in a clear and unambiguous way on. Brand quality is consistent. You people know what they're getting when they visit your website when they visit your store on when they purchased your product. On this is delivered over and over again in the same way, and you get plenty of exposure. Your brand gets lots of exposure. People see it so often that they associate it with the product type on your brand, then becomes seared into their subconscious so that purchasing it well, it becomes a no brainer, and your brand keeps out the competition. You know your brand performs so well, but it's a barrier to entry for potential competitors, and it forces existing competitors toe raise their game on door, rethink their strategy on that, reduces their profitability because instead of simply being able to trade over and over again now, they've got to devote some of their effort into keeping out your brand. So they're gonna have to now start to change the way that they operate on. That's gonna take time. That's gonna take money that's gonna distract them from the main focus off their business. And so, therefore, your brand helps you simplify, helps you sell and helps you succeed. And finally, your brand strategy has synergy. All the elements of your brand fit together. They fit together offline. They fit together online, like we're showing in the last video where bonds are noble, work together with their offline on their online presence. It works on social media, and of course, it works on sponsorship as well. Knuckles. If you have more than one item that you sell. A key question that you have to ask yourself is. Do you have one brand for everything, or do you have a different brand for each different product on? We'll cover that in the next video. 4. A DIFFERENT BRAND FOR EACH PRODUCT TYPE OR ONE FOR ALL?: So should you have a different brand for each type of product that you sell? Or should you have one brand that covers the mall? Well, let's look at some of the pros and cons of each approach. Now, if you have one brand for all of your products, the pros are well, first of all, consistency. People can associate your brand with all of your products, and so therefore, if people have bought one of your products and they like it and they like the quality and it does what they want, then when you launch another product, they're more likely to go ahead and buy it off the back of their experience of hand Board your first product. And, of course, it will establish you as a market leader because people will see your brand over and over again. And this is particularly important if you trade in one particular niche because people will associate your brand with a particular type of product, and your brand and your company can be one and the same. So you don't have toe have different types of advertising. It can't all be the same. On the downside, it can be restricted If you try toe branch out into another type of business into another niche, then you might find that people associate your brand with another type of product. And secondly, if the brand becomes toxic, it can bring your entire business down. So what about having a different brand for each type of product? Well, the pros are that, of course, you could have a different brand for different markets. I know that's more difficult online when you're trying to access a global market but off line where you might be trying to sell to different markets individually. This gives you a lot more flexibility. Another thing And this is, I think, a reason why a lot of big corporations have different brand. Street Prototype is that you can sell the brand on without having to sell the company, and also you can drop the brand if it becomes talk. Is that if there is a problem with one of your products? Ah, and it does manage to take the brand, you can just simply discontinue it, but you can still carry on selling your other products without any interference at all. Well, what about the cons? Festival is expensive you have to develop each new brand from scratch every time you introduce a different type of product under a different band, you have to start all over again with building the brand with marketing it with getting it into people's memory with getting people to notice it. And you have to establish brand loyalty for each new brand. You can't trade off off Ah, your existing brand. Like I was just saying, You have to start or over again, And that means you have to duplicate things. You had to duplicate advertising, for example, because you have to have to advertising budgets one for your existing brand and one for your new brand every time introduced one on a course that costs can mount up, especially when you're just starting out. Let me give you a couple of examples of corporations who take each type of approach. The 1st 1 I show you is sewn either Sony Corporation on they market everything under the Sony brand on Do you can see they operate in all sorts of different niches. Video recording, audio recording or doing coding, optical storage and so on. Three sort of core areas. Consumer electron, ICS computer equipment on also things like entertainment. They also have Sony Financial Services, but that's what it is. Apparently the biggest grossing part. The company. It only really operates in a very small market, mainly in Japan on the Far East. It's not very well known outside of that particular area, but you can see all the other things. You know, if you bought a Sony camera is going to say, Sony, if you're buying Sony video editing software is going to say Sony, Sony Pictures Entertainment again It's Sony Sony Music again It's Sony. So everything carries the Sony Brad Andi. But you works for them because they can build up on their existing well off goodwill from customers who bought another. Certainly product on. The other example is Unilever, and Unilever is an Anglo Dutch conglomerate on they mainly work in the foods, beverages, cleaning agents and personal care products niches and Unilever own Ah, lot of different brands, Andi, I'll just show you the website here that list quite a few of them and you can see here a list of all the different brands that Unilever have you've got, um, things that you're probably familiar with, things like Ben and Jerry's ice cream, and I can't believe it's not butter red Rose T You've got scored on a bit further the different ice cream brands, which operate in different countries. For example, in the UK there under the walls brand. But they're different brands in different countries as well. Um, cornetto, Magnum and so on, and you've got all the other things here. Laundry detergents, your life boy soap, Ah, surf laundry detergent, Brut cologne, CIF cleaning products. Um, Persil washing powder, Pond's cold cream. All these different things and they're all owned by Unilever Now the thing is, what's happened in lots of cases is that Unilever have acquired these breaths, have actually bought the brand, and they bought the manufacturing and they bought the distribution infrastructure from other companies. On. There have been cases as well, where Unilever has sold on a brand to another company, Andi. They able to do that that able to keep trading as Unilever. But they're also able to buy and sell the brands without affecting their core business, and that is a course and on the big advantage off having a different brand for each product 5. BUILDING A GOOD BRAND FOR COMPANIES: in this video. I want to show you some examples off companies who have built a good brand very successfully. And I've selected three companies that I think present their brands very well. The 1st 1 is apple, and you can see here. Their website at apple dot com on Apple started life in the 19 seventies making personal computers on. They soon gained a reputation for quality. Their computers were considered to be very good, but on the downside, they were also considered to be very expensive. And there was only a limited amount of software that you could get to run on them. Ah, so they sort of lost out in the home computer market. Ah, to some of the PC models that ran software by Microsoft. But, of course, they reinvented themselves years later. Ah, with these very high tech gadgets, things like the iPod, the iPhone, the iPad, they've got the eye watch on. What they really do is Dave now position themselves as a premium brand. They are an aspirational brand there, a brand that you buy because you can afford it. Andi. That means that they are now one of the world's most successful companies. They also have Ah ah very healthy balance sheet, which probably wasn't the case when they were trying to compete one on one with lots of other, um, computer companies in the home computer market. Next I want to show you is Coca Cola and Coca Cola has become an aspirational brand. It's gone on from being just a refreshing soft drink that you drink because you're thirsty and it tastes nice. They've actually gone on to position themselves as being part of a lifestyle. As you can see from their current slogan, Open Happiness, you've got the iconic Coca Cola logo, which I'll talk a bit more about. In another video, you've got their unique shaped bottle, which is also part of their branding. Andi, you've got the fact that Coca Cola has had become something that people drink because they want to is something that people drink because they feel that fits in with their lifestyle is not, as I was saying earlier, something that you drink just because you're thirsty. Andi. This is all down to the way that they've positioned their brand. It's all down to their advertising campaigns. It's all down to the fact that they make sure that their sign, Ege is seen in supermarkets in trendy cafes. It's seen by the roadside. It's seen on store fronts on it seems, all over the world, all the different regions where they operate on the fact that you're they've been going for a long time on the fact that they've been able to sort of have a lot of saturation advertising so that, Ah, Coca Cola becomes the go to brand in this particular niche. One of the one that will show you is Lan drove. Ah, and Land Rover started out life as a division off the Rover Car Company, which later on when not become part of the now defunct British Leyland group on the original Land Rover, was a cheap and easy to maintain four wheel drive vehicle, which was popular with farmers and with the British Army. These days, of course, Land Rover is a brand in its own right. Andi, It's like Coca Cola is an aspirational brand, and you can see the sort of things here that they do tend to scroll down a bit further and you can see the sort of vehicles that they have on its now positioning itself as a premier type of vehicle. It's something that you cost a lot of money. It's something that is reliable. It's something that is that it says here, the pinnacle of refined capability. Andi. It's something that people will aspire to. It's another premium brand on a lot of that is down to their brand. Positioning is down to their advertising is down to the fact that people want to associate themselves with the sort of lifestyle that having a Land Rover represents. Andi. So that's something to think about. When you're trying to position your brand as Teoh, do you want it to become an aspirational breath? Do you want people to think about the sort of lifestyle that having your product associating themselves with your brand is going to bring them on? That is the secret to a lot of success when it comes to branding 6. BUILDING A GOOD BRAND FOR INDIVIDUALS: in the last video, I gave you some examples of companies that have built very successful brands in this video . I want to tell you about some individuals who have built very successful personal brands, and I picked out three current individuals to show you as a good example of how you can make the most out of your personal brand. On the 1st 1 is Marie for L O Andi. You can read all about her at her website here. Marie fellow dot com Amory Fellow is an American life coach. A motivational speaker, Unauthorized Onda Web television host. She's the owner of Marie Fiorello International, Be School and Marie TV, and she's done lots of different things off the back of her blawg here. Ah, she wrote a book in 2008 that's been republished in 11 different languages. She's founded a business coaching practice, which focuses on small business and personal development training for entrepreneurs. She speaks to young entrepreneurs. She mentors young entrepreneurs with the help of people like Sir Richard Branson. Andi, you. She's spoken that life is beautiful. Conference in 2014 and she's on lost on lots of different things, all in the same sort of niche, but all off the back off her blawg here. Fast. Scroll down. You can see some of the things that she talks about. Here. You've got, um, some of her entries here on a blogger mental exercise, that concern which is into reality. Who influences who else, If it is your customers? Ah, very what you do or must watch for artists and creators and so on. And she's got all this information here on her block, and her success really has been built off the back off her website and off the back off her blawg. Next when I want to show you is Taylor Swift the singer. And you can read all about her at her website here, which is taylor swift dot com on at the time that I am making this video, she's promoting her 1989 world tour. And in addition to being an award winning singer on having sold multimillion numbers of albums and so on, she also makes a lot of money by combining her own personal brand or trading off her own personal brand in association with other companies or lending herself her own personal brand to other companies in a win win situation. So, for example, she's been the face of the Verizon Wireless mobile music campaign. She has launched a sundress, ranger war marches, designed American Greetings cards and Jack specific Doles. She became a spokesperson for the NHL's Natural Predators and Sony Cyber Shot digital cameras. Um, she performed in a commercial for the Band Hero video game as she released a special edition of her album Through Target. Her album speak now that there was a special addition. But you could only get through Target, which is a big retail it in the US She's become a covergirl spokesmodel. She's launched to Elizabeth Arden Fragrances on Do you know? She's done lots of different things in addition to being a singer. So she's trading on her personal brand in association with other companies who want to be associated with her to sell their merchandise. And it becomes a win win situation for everybody. Another one I'll show you here is Roger Federer, which is roger Federer dot com. Onda. Roger Federer is, of course, a very famous tennis player, but he also makes a lot of money by trading off his own personal brand on. He does this in association with some of his sponsors people like Wilson, tennis rackets, Nike footwear and apparel. On also some Swiss companies, like National Sui's Credit Squeeze, Rolex Lindt Andi. He also has deals with companies like Mercedes Benz on UM, Gillette, Meow ish and on Andi. He was previously an ambassador for NetJets Andi. He also has other things that he does as well. For example, you've got the Roger Federer shop you can see here, which find, Look here, you can see you can buy things in the Roger Federer shop that have his logo on them. You can buy T shirts and caps and autographed items office equipment, leather goods. Each purchase from here goes to support the Roger Federer Foundation, which empowers underprivileged Children. And you can see if I scroll down a bit that ah, that they help underprivileged Children, mainly in sub Saharan Africa. You can see in places like Zambia and Botswana, Namibia, South Africa and so on. And so he's using his own personal brand as a way off, helping others and a way of empowering people who cannot impound themselves. And, of course, another thing about your own personal Brad is it can live on after you on. And a good example of this is the late Fred Terry. Show you Fred Perry here on Fred Perry won three consecutive Wimbledon championships in the 19 thirties. You wanted in 1934 1935 and 1936. But these days he's probably better known for this. Ah, the Fred Perry line of sportswear. It all began in the late 19 forties when Perry was approached by Tibby Vagana, an Austrian football player who'd invented an antiperspirant device worn around the wrist on Perry made a few changes and created the first sweatband, which, of course, now just about every athlete physically every tennis player wears on vagueness. Next idea was to produce a sport shirt, and it was launched. A Wimbledon in 1952 on the Fred Perry tennis shirt was an immediate success on, Just like with the brands we're talking about in the last video, like Coca Cola on like Land Rover, this became an aspirational brand. It became a brand that was associated with a lifestyle, Andi, even though Fred Perry died 20 years ago, Ah, the brand still lives on Andi still continues to this day. You can still buy it from the website here. Fred perry dot com. So when you're building your personal brand, you want to bear in mind that once you've got established, you can then go on to do other things because other brands will want to be associated with you. And, of course, your brand can live on after you're gone. So just a few things to bear in mind when you're building your personal brand. 7. THE BRAND BECOMES THE PRODUCT: Sometimes a brand can become so successful that it becomes synonymous with the product itself. For example, what do you call this? Well, in the UK, most British people would refer to it as our Hoover, even if it isn't actually made by Hoover. In fact, this particular drawing here looks especially like an Electrolux vacuum cleaner. But ah, lot of people would actually call it a Hoover Andi. That's because when vacuum cleaners were first introduced, the most popular brand was a Hoover on. You can see his rather ancient looking Hoover vacuum cleaner, but that was where the origin came from. You can see here that it now had its own entry in dictionary dot com is used as both a noun and a verb. People will say I'm goingto Hoover the carpet, even if they're not actually using ah Hoover branded vacuum cleaner, let me give you another example. Or do you call this piece of office equipment? Well, if you're watching this in North America, chances are you'll refer to it as a Xerox machine, even if it isn't really made by zeros. And this one, I believe, is actually a canon photocopier. And he is actually one that's made by Xerox. And once again, it also has now its own entry into the dictionary. Xerox a scab use as a trademark. It's a brand name for a photo coffee machine is a noun, a copy made on a zero graphic coffee machine. It could be called Yo, here we have a Xerox off. Whatever. Andi, just like with whoever, it can also be used as a verb via I'm just going to Xerox. This document for you on a more modern example from the online world is, well, this one what you do when you want to look something up online chances are you Google it and again, a cause. Google now has its own dictionary entry as well. You Google has become both down the trademark and a verb like it says. Here we googled the new applicant to check her background on. It can also be used as a verb with an object as well. Yeah, we can google something for you, you know. So Google has now become synonymous with doing a search for something on the Internet. And all this can be a double edged sword. On the plus side, your brand has become so embedded in public consciousness that it's what people think off when they look for your product type. You know, you have now got to the forefront of their memory. So when somebody wants to look up something on the Internet, for example, the first thing they're gonna do is in a go to Google and look it up on the downside. Will this camp place your brand and your trademark if you have one in danger of being declared a generic word by the courts? And I know that Xerox are particularly concerned about this happening to the point where they've actually taken out the big advertising campaign to try and stop people using the word Xerox as a verb. Okay, in the next video, I'm a talking through some off the most successful logos ever invented. 8. OTHER BRANDS: what makes a logo successful? Well, in this video, I'm gonna show you some of my personal favorites on. I'm gonna explain why I think they worked the best. Now I'm basing this on several different criteria. First and foremost, I believe that the most successful type of logo must be instantly recognizable. It doesn't need any explaining. You must see it and know exactly what the product is that this logo is for. Secondly, it must have stood the test of time on That means that it must largely be unchanged since it was introduced. Now, the 1st 1 is Coca Cola. And I know we talked about Coca Cola in an earlier video, but you can see here it is actually very simple. It is the two words that are two of the main ingredients in the beverage. Coca Cola Andi. It's written in a fancy script font Ah, which was originally hand rison. But it makes an impact so that the shape and the outline off the way that it's written are instantly recognizable. So even if you don't speak English, you can read that on you can recognize the brand. The company was founded in 18 86. The logo was first introduced in 18 87 on the latest version was updated in 2009 but it was just sort of minor tweaks to it, really. On the designer off, the latest version was turned a duck worth. The next one is Shell Shell Oil and Royal Dutch Shell to associated companies. Andi. Once again, you can see exactly what it is when you're driving on the highway and you see a sign, you know that you're passing a shell service station. You're you're passing a shelf filling station. When you see one of their tankers, you know that it's from shell on. It's instantly recognizable, and it's very, very simple. The company was founded in 1907 and that's when they introduced the logo on the latest version was updated in 1999 But again, just like the Coca Cola, it was a minor tweak. Before then, it used ratchets a shell underneath. But now the logo has become so recognizable that they've been able to do away with the legend Shell Andi have just simply gone for a stylized version of the clamshell Onda, the designer of the status version was Raymond Loewy on. Then we have a saying in an earlier video, My favorite logo. Bass the bass beer on Do I like it for its simplicity? It is very, very simple. It is very, very recognizable, and it stood the test of time. Like I was saying in the first video, where you have the picture of about the Folly Bergier, you can instantly recognize that it's a bottle of bass beer by this very simple logo. And so if you're going past AH pub or bar or hotel where they sell this particular type of beer, you instantly know what it is that they sell. Andi. It's one of the oldest logos in existence. The company was founded in 17 77. The logo was introduced in 18 75 Onda. As far as I'm aware, the data's version was in 18 76. The story goes that the brewery wanted to have the first registered trademark in the UK on the Trademarks Act came in on the first of January 18 76. Onda. They had some poor guy who slept out on New Year's Eve 18 75 outside the office where they need to register this so that he could be first in line the next day and could get this down as the first registered trademark on DSO. The latest version comes from 18 76 but they had designed it the previous year on. The designer is unknown at this time. Then we have Ferrari. Ah, the famous prancing horse logo from the Ferrari Motor cars. The company was founded in 1929. Andi. That's when the latest version Waas designed and it is designed by Enzo Ferrari or under his direction. Andi. I like it for its simplicity and the fact that it is instantly memorable. You've got the prancing horse logo, and if you do a search on the Internet for Ferrari logo, there's quite a long story behind how they chose the prancing calls. It comes from a fighter plane in World War. Um, it's quite a long story, so I won't go into it in this video. But there is a lot of information out there about how they came to choose the prancing course logo. You've got the three color strikes from the Italian flag, so you know instantly that it's an Italian car on do you have the name Ferrari in a very easy to read, although it is, um, stylized script there. So you could instantly recognize that that is from a Ferrari car and my favorite one out of all the lot, which is Nike. And this is really, in my view, an icon of design. It is very, very simple. It's just a swoosh or a tick mark Andi. It fits onto the side of the running shoes on, and it is easily recognizable on everything that they do. Andi. It would just sort of one stroke of the pen. You can create an iconic logo. The company was founded in 1964 and the introduced this logo in 1971. The latest version was introduced in 1995 On. Before that, it said Nike above the swoosh. But the swoosh has been so associate it with Nike that they decided that they didn't need to actually have the company name in anymore, because again this had become so successful it would become imprinted in the public consciousness so that people instantly recognized that that tick mark meant Nike. And the designer of the latest version was Carolyn Davidson, Andi. I think this is going to be a design that is going to be long remembered. And there are some other brands that are long remembered even after the company that made them has long since gone out of business, and I'll talk you through some of them in the next video. 9. SOME BRANDS ARE REMBERED LONG AFTER THE COMPANY HAS GONE: some brands become so famous that they're remembered. Long art of the company has gone and I'm gonna talk you through three off. Perhaps the best examples of this in this video. Now, the 1st 1 is probably a product that nobody watching this video has ever bought on that is OK, is willing to knife polish. Andi Okies. Wait. A knife polish was very popular. You know, 100 years ago, when most domestic knives were made out of carbon steel rather than stainless deal and needed to be polished, Andi Okies was one off the top selling brands on. The reason that it's still remembered is because Okies had quite an extensive advertising campaign. They would have their name and their logo, which is again, a very simple hand written logo all over the place. You would see it on buses. You would see it on train stations. You would see in newspapers you would see everywhere on if you look at photographs, particularly old photographs of London, where you see ah horse drawn Barcelo on old bus or tram, chances are that there's going to be an advertisement for Okies knife polish on it, somewhere so much so that we look in this photograph here, you can see his a restored horse drawn bus. Ah, this photograph was taken at a rally in London in 2014. But to add authenticity to the bus, you can see that the current owners have painted an advertisement for Okies knife polish on the side. I'm sure this past probably carried all sorts of different advertisements during its working life, but in order to make it authentic in order to, you know, make it appear correct in people's minds. The current owners have painted and diverse mint for Okies knife polish onto the side on DSO. It's remembered, even though probably nobody looking at that bus has ever even seen a tin of Okies knife polish. Another one is compact computers. Compaq Waas, one of the first big computer companies who made PCs for both home and office use on I'm sure many people watching this video will have had a Compaq computer as their first computer, or maybe have had a Compaq computer at their first job, and you can see a new example of one of their later models here. Andi, um, is a very early laptop, made by Compaq. The company was started in 1982 but they went out of business many years ago. They were taken over by another company that retired the brand. But there's still a lot of nostalgia for this particular brand off computer Onda. Another brand that's gone but not forgotten is Studebaker Studebaker Waas, a manufacturer of motor vehicles based in South Bend, Indiana, in the United States. But they also exported Studebaker cars all over the world. They had right hand drive versions that were exported to countries like the U. K and Australia. On there were all sorts of different student baker cars to the baker trucks to the back of buses and so on. And here is a couple examples. Ah, from the 1914 19 fifties, and they were a worldwide brand. These photographs, this one on this one, were both taken at a car show in Sweden, and you'll still see them at car shows. Andi, if you're very lucky on a nice summer's afternoon, you might perhaps see one being driven by its very proud owner, Onda. Of course, if you talk to people of a certain age, they will no doubt reflect fondly on having or driving or seeing a Studebaker car, even though the company actually went out of business in the 19 sixties. So they go. Here are just three examples of brands that people continue to remember long after the company that made them has gone under. Okay, in the next video, I'll talk you through how you can go about protecting your brand on to making sure that nobody else can use it. 10. PROTECTING YOUR BRAND: in this final video of the Siri's I want to talk you through Hagen. Go about protecting or brand on. This is usually done by means of a trademark on a trademark, and it could be all run together. It can be two separate words, Or it could be hyphenated is a recognizable sign, a design or expression which identifies products or services of a particular source from those of others. On a trademark owner can be an individual, a business organization or any legal entity on a trademark may be located on the package a label, a voucher or on the product itself and for the sake of corporate identity. Trademarks are also being displayed on company buildings. Now a trademark is typically a name or word, a phrase, a logo, a symbol, a design, an image or a combination of all of these elements. And there's also a range of non conventional trademarks, comprising marks who did not fall into those standard categories, such as those based on color, smell or sound like jingles here, like the jingle, you hear a the end of the Intel advert and trademarks. Also, Soto identify a particular business as a source off those goods or services on the use of a trademark In this way is knows. Trademark use on certain exclusive rights attached to a registered trademark on trademarks are used to claim exclusive properties of products or services. The usage of trademarks bites Owner can cause legal issues. If this usage makes them guilty of force advertising or if the trademark is offensive, trademarks could be owned, but they can also be licensed on the unauthorised usage of trademarks by producing and trading Counterfeit consumer goods is known as brand piracy. On there are several different types off trademark, So we're different types of legal ways of having a trademark. Exactly how you define your trademark was that he how your trademark is shown on the letters that go after it will be dependent on a number of different factors. For example, if you have the letters T M after trademark, that means that it's an unregistered trademark on simply a mark used to promote or brand goods. If there's an SM little sm in superscript after the name or logo, then that means it's an unrated service mark on this is a mark used to promote or brand services. And if you have the R in a circle, that means it's a registered trademark. And that means that the trade mark has been registered with the registration authorities in the particular country in which it originates or in which it is being sold. Now the trademark registration process varies from country to country. On DSO, you would need to look into hell to register a trademark in the country where you live or in the country where you intend to sell your product or service more. More. Countries, though, are allowing you to register your trademark online in the United States, you need to go to U. S. P. T o DOT got off on DFO the instructions there about how you can file a trademark in the UK you go to www dot Gove dot UK forward slash register hyphen a haIf and trademark. In Australia, you go to www dot i p Australia dot gov dot au. Nichols. You can always do a search in Google on how to register a trademark in, and then it simply put your country in here. I'm using India as an example here, and then you'll find lots of information online. If you don't want to do it all yourself, Ah, you'll find that there are lots of agencies and lawyers and other people who you can hire to do this for you. But it's well worth registering your trademark because then you are covered. If somebody tries to, ah, copy your product or tries to make a knock off of it or tries to were basically steal your idea or steal your brand. And so getting protection for your brand in this way is very important. Well, I hope you found this video. Siri's useful. Andi. I hope it's inspired you to take some of these lessons that of people use in the offline world and to apply them to your online brand, and I wish you every success.