Business Branding - How To Build An Extraordinary Brand EVEN On A Tight Budget | Sumner Hobart | Skillshare

Business Branding - How To Build An Extraordinary Brand EVEN On A Tight Budget

Sumner Hobart, E-Commerce Entrepreneur

Business Branding - How To Build An Extraordinary Brand EVEN On A Tight Budget

Sumner Hobart, E-Commerce Entrepreneur

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32 Lessons (3h 11m)
    • 1. Want To Build A Brand That Shines EVEN On A Tight Budget?

    • 2. What Does Branding ACTUALLY Mean?

    • 3. Where Branding Comes From

    • 4. First Most IMPORTANT Step of the Branding Process

    • 5. Get Others To Do The Research Work For You (For FREE)!

    • 6. Ethically Read The Minds Of Your Audience To Know What They Want

    • 7. Your Audience Is Screaming - Are You Listening?

    • 8. Are You A Part Of Your Customers' Conversations?

    • 9. Free & POWERFUL Audience Research Tool

    • 10. How To Answer ANY Question You Have About Your Audience!

    • 11. Quickly Identify & Exploit Your Competitors' Weak Points

    • 12. What Makes YOUR Brand Better Than Every Other Option? Find Out Now...

    • 13. What Does Your Brand Value?

    • 14. Important Difference Between "Mission" & "Vision"

    • 15. See EXACTLY Where You Should Position Your Brand In The Market

    • 16. Let This Graph Show You Where Your Brand Should Live

    • 17. Brand Positioning Statement Template

    • 18. How To Breathe Life Into Your Brand

    • 19. Brand Personality Archetypes: CONNECTION

    • 20. Brand Personality Archetypes: LEGACY

    • 21. Brand Personality Archetypes: SPIRITUALITY

    • 22. Brand Personality Archetypes: STRUCTURE

    • 23. GUARD Your Brand's Personality

    • 24. What is Your Brand's Tone?

    • 25. Bring Your Brand To Life!

    • 26. Brand Idea - The Essence Of Your Brand

    • 27. Clean, Clear Taglines That STICK

    • 28. 4 Types Of Brand Names and Which To Choose

    • 29. Make Sure Your Brand Name is Trademark-able!

    • 30. 2 Main Font Types & Which Is Best For YOUR Brand

    • 31. The Deep Psychology Of Color

    • 32. Simple, Inexpensive Logo That Can Compete With Big Brands!

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About This Class

★★★ How To Effortlessly Craft A Brand People Will RAVE About Starting TODAY, Step-by-Step. ★★★

(EVEN IF you have ZERO marketing experience or budget!)

Did you know that 50% of all small businesses fail within their first 5 years of opening?

Two of the TOP reasons that cause new businesses to fail include:

#1. Not understanding what “branding” TRULY means and why it’s VITAL for every single business that exists.

#2. Not understanding how to execute the branding process properly (in the correct order).

The problem is that most “branding experts” on Youtube, LinkedIn, marketing conferences, freelance websites, etc. all focus their efforts on the “fancy”, non-essential aspects of branding and COMPLETELY neglect the nuts & bolts that are VITAL to a successful brand and prosperous business.

As small businesses, startups, and freelancers we need branding that gets results!

We need branding that ACTUALLY helps us better connect with our customers.

We need branding that gives us an EXACT playbook we can easily refer back to for all of our marketing needs to save hours of time & stress without needlessly burning hundreds or thousands of dollars on an agency or consultant that truly doesn’t understand (or care) about our business or our customers.

Luckily for you there is a solution!

Let me introduce you to the Extraordinary Business Branding (On A Budget) Masterclass!

This course is a complete branding blueprint that will teach you how to…

  • (Ethically) read the minds of your audience to know EXACTLY what they want from your brand. (Lecture 5)

  • Branding Strategy - how to position your brand where it’s needed most. (Lecture 14)

  • Let this graph tell you EXACTLY where your brand should live. (Lecture 15)

  • Brand Personality Archetypes: Which of the 12 archetypes best represents YOUR brand? (Lecture 19 - 22)

  • Clean, clear taglines that STICK. (Lecture 27)

  • Easily invent an iconic brand name that cannot LEGALLY be copied. (Lecture 28 - 29)

  • How to select brand colors that connect with your audience on a primal level. (Lecture 32)

  • Create a logo that competes with Fortune 500 brands. (Lecture 34)

  • So much more! (You have no idea…)

Now, I’ve been blessed to work with some of the LARGEST brand’s in the world including Adidas, Amazon, and Procter & Gamble as well as starting and partnering with multiple successful startups & small businesses of my very own.

More importantly, I have been able to help literally HUNDREDS of entrepreneurs, small businesses, startups & freelancers cut through the branding BS to create brands of their very own that customers just can't get enough of!

Don’t take my word for it though.

Here are just a few raving fans created by this course...

★★★★★ “Fantastic course, by far the best course on branding that I’ve taken... I love the energy that the instructor brings to the table he’s very engaging gentlemen who kept my attention the entire time he was speaking... I really want to thank you kind sir for creating an amazing course that’s simple to understand, and that actually gave me insightful steps that I will begin practicing today as we navigate through our business and branding... Thank you so, so much, I can’t wait until you come out with another amazing course!” - Yesenia R

★★★★★ “5 stars feedback says that it is above expectations and it is absolutely right. I love it. I have a completely useless BA degree in marketing and I can admit that far away this course has more value than that 7 semester I spent on the university.” - Bence G

★★★★★ “This was my first online course and it exceeded my expectations. The instructor (Sumner) has good energy and prepared simple and powerful slides to get across his points without ever being boring. I went through a traditional MBA program 10+ years ago and this course was still very valuable, especially in presenting newer free or low-cost tools for doing research and gathering data to make informed decisions in the process of creating a brand.” - Sitsari K

★★★★★ “What an excellent, well put together course. Great examples, instructions and take away knowledge to help me get started. Now I want to explore more on this platform! Well DONE!!!” - Liz N

★★★★★ “Good course that will walk you step by step about many elements of branding you should consider. I am at the beginning of forming a company and I believe his information will help guide me as I figure out how to tackle future projects for the business. The course was direct to the point with easy actionable steps.” - Justin B

★★★★★ “I thought I knew what was involved in a brand. Now I know I really didn't . That said, Sumner goes into such detail and depth and breath that I now have a much better picture. More importantly, I now have a list of things that I can do to make my product marketing a coordinated effort. Sumner is clear and explains concepts in an actionable (is this an actual word) way. Whether I implement 25% or 100% (OK, 100% would be better), I'm sure I will do better with my business. Thank you Sumner. PS: Sumner's courses are packed with info and I am breaking personal records with the number of bookmarks I leave myself so I can find my way back to important points.” - Erbium D

★★★★★ “I gave this horse a five star review because it is a very complete course on branding in my opinion. I am a structural engineer and as a result a lot of the creative strategies don’t come natural to me but after watching this course I now have a foundation on how to move forward with the rebranding of my existing businesses. I will watch this video probably another 2 to 3 times with a notepad to take additional notes and then implement. Thank you very much for providing such an inexpensive but full value course I look forward to watching more of your videos or courses in the near future.” - John S

★★★★★ “I already did a course about branding before, but I find this course way better... The delivery of the material is engaging. and I especially like the bite-size lengths of the videos that make them straight to the point and easy to digest. Would recommend!” - Gonen T

★★★★★ “Despite working as a product designer for years, I've always struggled to understand branding - it always felt too ethereal and abstract. Sumner did a fantastic job in this course at breaking down to process of brand-building from the ground up, in a very practical, actionable way. I'd highly recommend this course to anyone who is selling a product, has a company or is even just curious about what branding is all about. You'll come away understanding the whole process and will be able to make a compelling brand for yourself. FIVE STARS!” - Nathan M

As all of these people have just said, you are going to gain access to every single tool, resource, strategy & tactic that YOU need to build a brand that STANDS OUT even if you have no marketing experience or budget.

BONUS: Along with all of this life-changing information students who enroll today will gain exclusive access to the Brand Playbook Vault which includes:

• 12 Archetypes Reference Sheet

• Core Values Worksheet

• Personality Guardrails Worksheet

• Brand Personality Template

• Perceptual Map Template

• Audience Research Checklist

• All Course Slides Available in PDF Download

You have nothing to lose and so much to gain!

ENROLL NOW and learn the secrets to creating a brand that people rave about starting right now.

P.S. this offer is only available for a limited time so act fast!

Meet Your Teacher

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Sumner Hobart

E-Commerce Entrepreneur




Hi, my name is Sumner!


I'm an e-commerce entrepreneur traveling the world on a quest to continually achieve a better life for myself and my family AND to share the life-changing knowledge I acquire in the form of affordable, detailed, & highly valuable courses here on Skillshare.


Do you want to…


Generate more income by creating & selling your own physical products on Amazon? Generate more traffic & sales to your website through Pinterest marketing? Build a brand you are proud of that stands out in your marketplace? Achieve your personal goals faster & happier than ever before?

See full profile

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1. Want To Build A Brand That Shines EVEN On A Tight Budget?: do you want to truly stand out from your competition and better connect with your audience ? Do you want to build an extraordinary brand you're proud of? Even on an extremely tight budget? Well, you've come to the right place. Hi, my name somewhere Hobart and I've had the great fortune of working with some of the world's largest brands, including Adidas, Procter and Gamble and Amazon, as well as creating and partnering with several successful small businesses and start ups on my own and even spending over $1000 on business branding courses. And I'm gonna share all of my knowledge with you right here in this course. By the end of this course, you will have a step by step guide to building an extraordinary brand you are proud of, even on an extremely tight budget. In this course, you will learn what true branding is all about, which is very different from what most people think branding is. First, we will understand who your audience is, what they need and how to better serve them than your competition. Next good. Develop a list of values in the mission statement that will help bring definition and guide your brand, then I will help you position your brand in the market place to set it up for the best chances of success humanly possible. Following that, we will breathe life and build a robust and full personality to your brand. You'll take everything that we cover and condense it down into one single statement into brand idea. We'll take all of this all of this strategy, and use this to their few what most people usually think of when I think of branding, including creating an iconic and memorable tagline, a beautiful and powerful brand name your brand typography, your brand colors, your logo and so much more, all on a tight budget. You have nothing to lose and so much to gain and roll now and stand out today. 2. What Does Branding ACTUALLY Mean?: welcome to extraordinary branding on a budget. Before we really dive into branding, I want to make a couple of very simple yet very important distinctions. So number one, uh, the difference between branding and marketing, because thes terms seem to you be used almost interchangeably. But there is a very distinctive difference. Okay, so kind of almost oversimplifying, really summarizing each again. There's a lot more that goes into this, but really, the ultimate goal of branding is to connect with your audience. The ultimate goal of marketing is to attract new and existing customers, existing customers to repeat purchase and for new customers and clients to place their first order or their first purchase with you. Okay, so you can have a phenomenal marketing strategy and you get absolutely get sales, make money and do fairly well. However, I promise you, and this is based on my own experience with my own businesses, consulting and working with other startups and freelancers and established businesses that without proper branding strategy, you will be leaving marketing dollars on the table. That is my belief, my opinion. That's what I have seen in the marketplace for myself. I absolutely believe that I have seen that time and time again. So in this course, by improving your branding, you are automatically going toe. Improve your existing marketing efforts because think about it. You keep you keep driving in the exact same number off. You know, people to your website, to your store or wherever, or whatever you're marking objectives are, and you're gonna be able to better connect with that existing audience. And it's gonna make more sense to go throughout the course. But I hope you're excited cause it has a lot of power and potential for you in your business and your brand on then. The last distinction I want to make is kind of what is branding right? What is true branding. And this is gonna make sense. Like I said, as we go throughout the course. But just to really summarize there, too. I like to think of branding as an iceberg. There's what most people see, and there's what the actual iceberg is, what draining actually is. So what most people think of when they think of branding is things like slogan, name, you know, or taglines or colors. All of these things, which are very, very important, and we're going to cover these all in detail. This one of those people think branding is because this is the most visual, okay? And the most memorable. However, all of these things are created. They can only be created a efficiently and effectively based on analytics data and proper strategy. So that hole and a little cold, data driven portion, that's kind of the bottom of the iceberg. And that's really what drives everything. This is what, in my opinion, is ultimately the most important. Because what is what drives true branding? Okay. But again, it's all, of course, very, very important. So I'm not, uh, you know, minimizing anything here. But there is what most people see, which is at the tip, the iceberg and what we see. Okay, and what we will be covering, which is everything to make better sense of this. This is what we're going to be covering in this course. And this is our plan of action. Okay, This right here what you see on the screen, the top part here kind of reversed the iceberg a little bit. The top here. This is kind of like the bottom part of the iceberg and then here at the bottom of the screen, uh, the slogan name, typography, colors, logo. That's kind of like the tip of the iceberg, what most people think of when they think of branding. Um, and here's kind of the process. Where you going? We're going to follow the number one. We're going to identify and understand your audience whether you already have an audience to better understand who that audience is. Their fears, their desires, demographic information, all that which we're going to cover in detail. So don't worry your audience and your competitors giving a very clear understanding of that . If you don't already have an audience or well defined audience, I'm going to help you with that step by step. That's the first step of the bringing process. Number two. We're going to define the values in the mission off our brand. Using this data together, we're going to figure out a strategic way to position ourselves to position your brain in your business in the market as strategically as effectively as possible. Then, from there, we're going to build out our brand personality, just like an individual has a personality, right? How I have a personality. Have you have a personality, which I'm sure is wonderful. We're going to develop a personality specific tour brand. And I have step by step strategies to help you with that. Specifically and all of this condensed down, we're going to create our brain idea. I'm going to go into more detail. About what? That is very, very important. But all this gonna be condensed down into this very concise brand idea. And from this and all of this, this data, the kind of the bottom of the iceberg is going to drive what people traditionally think of when they think of branding, which is our slogan, our brand name or typography, our colors and our logo. All of this, of course, is extremely important. I'm not diminishing their value whatsoever on. We're gonna cover all of these in detail. This the game plan this the roadmap. I'm very, very excited for you. This is gonna have this has the potential to have a huge impact on your business. Your brand. I hope you're excited. So that further do. Let's go ahead and get into the next video 3. Where Branding Comes From: in this lesson. I'm just gonna give you a brief history off, Brandon. Kind of where we were, where we are today and where we are headed. So the first kind of ever emergence of branding or anything similar to branding was the term brander zits, B r a nd are on. That was an old Norse term that we are 100 centre about. But it either meant something relating to sword or fire. Okay? And that was in 4 50 a. D kind of fast forward 15 hundreds. Ranchers and farmers began branding their livestock, and the term branding was really referred to as identifying livestock. As you know, being on a ranch on being nomadic, some of these cattle and different types of livestock. What kind of intermingle on be difficult, Teoh determined. Okay, this is these are our cows. These are your cows, right? So brainy kind of became a way of identifying and separating people's property, which in this case, was a lot of livestock. Fast forward again to the 18 twenties, companies began marking their products to signify, you know that this is our product, right? So instead of moving from livestock, actually go to physical products on with the Industrial Revolution taking place. All of that and this is a little kind of a fun story. Procter and Gamble. This is the company that creates tied Old Spice. Many other very, very iconic and well known brands, like for breeze on the actually start out creating soap, ivory soap and candles. Okay, they actually produced candles during the American Civil War, and the way that they would identify their products was with a red X so they would produce their candles, put them in these wooden crates, and they would put a red X on these crates to signify that these were Procter and Gamble quality because they had some of the best, if not be best in the union, and they would ship them down to the Ojai River through the Mississippi. They would ultimately make their way into camps of the union soldiers. And, um, yeah, this was a way of identifying this section of the first ways of identifying Procter and Gamble products was with the red X eso just kind of fun. Moving forward into the 18 seventies, the United States establishes trademark law toe where you could protect your brands or your your marks, right? Your trademarks in the 19 sixties. This is really a cultural shift really began to happen. If you recall early 19 hundreds, we have the devastation of World War One, World War Two, and that really changed culture globally. On Dhere, where I'm speaking in the United States absolutely changes well in one regard, right in regards to branding. This is where companies they kind of stopped talking about the features of their products and began speaking more about the emotions. They would tie emotions with their products instead of our product to do X, y and Z or has these ingredients, or it's made of this quality material. They started tying on, creating advertisements, tying their products and their brand to an emotional ideal, and we'll go into more detail. I'm actually show you how to leverage this for your own brand. It'll make more sense as as we go on. But a really big shift began to happen. And, of course, as we know right may be the most iconic modern brain that we can think of. Is Apple the Apple Company, not just on Apple released there. They're very innovative ad campaign in 1984. And if you are already aware that are highly recommend, you can just do it a quick YouTube search and, um, and as you can see, the line still continues. This is where branding has evolved since really 4 50 a. D. But it will continue to evolve, especially with the Internet. And, of course, as things develop and change, I will be updating this course for you. But this is where branding has been, where it is now, and let's go ahead and dive into a little bit more detail about where branding is headed. 4. First Most IMPORTANT Step of the Branding Process: So let's dive right in and talk about the future of your brand building your extraordinary brand. So as I showed you before, right? Kind of flip the iceberg around. This is the bottom of the iceberg, really The crux, right? Our first step is to understand our audience, a swell as our competitors. So you can really think of this section as the market research section for the audience research section. This is number one. This is what everything else is going to be built on. So it's extremely important, and it's also fairly easy to do and very inexpensive. Or it can be very inexpensive if you want to be expensive, just like anything in life, it can be. But let's let's try to keep everything on a budget, which we can absolutely dio. So our research goal Okay, this is Step one is we need to identify whether we're having existing audience or we want to go after a completely new audience. We need to understand who is our audience number two. What do they need? And number three, how are you going to serve them better and differently than every single option available? If you can't already answer these three questions. Great, Because I'm gonna show you how to. These are very, very important. These are vital to ask. And I'm gonna show you how to figure out who, what, on how to serve your audience better than every other option And how to build an extraordinary brand on the first kind of understanding. You know, when you when I say, you know, understand who you're serving your pride wondering What do you mean, Who? There's all these different questions. Well, I mean, both demographically and psychographic. Lee. Who are you targeting? Who? Who are your customers or who do you want your customers or clients to be? Okay, both from a demographic and psychographic perspective. If you are familiar, demographics deals more with statistics, right? The who on a statistical data around that slicker graphics, our beliefs or the reason why people do what they do to kind of summarize this. Some examples of demographics include age, ethnicity, education, gender, relationships, religion, home ownership status. These are all different demographic information. You can literally write these down if you like. Uh, and these are all very, very important questions. I would highly recommend that you you understand about your audience if you don't already, right. If you already have this great Dylan as much as you can, anything that you can't fill in don't worry. I'm gonna show you how to fill that in later. So that's demographics, psychographic some examples of common kind of psychographic data points include, you know, ah, persons and individuals or groups. Personality values, attitudes, interest, lifestyles, Right? Kind of more of the you're digging a little bit deeper. I was like to think demographics is a mile wide right where second graphics goes a mile deep. Okay, that's the way I kind of like to think about it personally, and I'm gonna show you. See, So we have all these questions right here that you need to answer to really understand who your audiences and I'm wondering. Well, Summer, how do I do this? Well, you're in luck, because in the next video we'll show you exactly how to do that step by step very tactically on a budget. So without further ado, let's go ahead and take a look 5. Get Others To Do The Research Work For You (For FREE)!: if you haven't already done so, be sure to access the audience research guide that I've provided here in the course. It should be a downloadable. Pdf. If you have any issues with that, doesn't let me know but should have any issues. It's a guide that will essentially help You know exactly what questions you should or could be asking to get a better understanding of your audience. Now, of course, there's no you know, there's no necessarily right or wrong. Some questions, maybe more impactful than others went understanding your audience so you can complete it as much or as little as you choose. But of course, the more complete the list, the more you can complete the entire sheet, the more accurate and the more robust your understanding of your audience will be and the mawr edge you will have over your competition. So I recommend to kind of fill it out as much as possible. And so you have the guide. Now you're thinking OK somewhere. How do I fill out this guy? How do I have the questions? How do I find the answers? You have two options. Number one. You could take them or expensive and time consuming route. It's actually both time consuming and expensive and do the research yourself. OK, that's not what I recommend. Where I recommend doing is utilizing secondary data. So what you realize is that, um there are likely other individuals, businesses and brands that have had the exact same questions as you have about your audience, right? So whether those air call insurance or businesses, or whoever have already spent the time and or money to answer questions for you and have given it for free online, it sounds too good to be true. But it's absolutely the case. You may not be able to find all of your answers this way, but I promise you you will be able to find a lot of highly valuable data quickly and for completely free or maybe even very, very inexpensively. But you can do so for completely free. That's why I recommend so specifically. The definition of secondary data is the summary collection and or synthesis of existing research. That's it. That's the key guys, is existing research. Okay, you want to utilize that and said, taking the time and money to do that on your own so you may be wondering, Well, Sumner, that sounds really great, that somebody else is basically already done the work for me and answered some of these questions for me. But how do I access those answers? Really simple. Google it because Google is free. It is one of the most under I I've said it so many times. If you guys are enrolled in my other courses, you know Google's one the most underutilized tools that we have, and it's one of the, if not the most powerful tool that we have. But there's something with human psychology that when something is free, we don't value it right. If Google cost more, I say this a lot. If Google costs money to use, more people would be using it. It's so powerful, guys. So I really want to stress that point. Really, Whenever you have a question and if you're using being or Yahoo or another, don't worry, it's not. It's not really much about Gulas. It is having search engines that have access to all in connect all this information together. So let's say, as an example that your proctor service it serves first time mothers. Okay, so in the questionnaire. You see, you know that I provided you'll see that What is the average age of your audience? Right. And you're running. Okay, We know that their first time, others we can kind of guess. But what is the average age really like? What? What is the average age you already kind of know or have a very good idea? You can write that down or and or what you can do is go to Google type and average age of first time mothers literally take you thought that's on your mind, turn it into keywords and type it into Google or bing or Yahoo. And likely you're gonna find some really great results and again find data that's already been completed by other market research agencies by college students by your potentially even your competitors. You know, whatever it may be, and you can find some really great data this way. This is the first step that I would recommend doing when embarking on audience research was very critical. This is the first step of the training process. So you go ahead and do that now and the next video, actually, the next few videos I'm gonna cover some other very powerful, free and very simple market research and audience research techniques. So without further ado, let's go ahead and get into it now. 6. Ethically Read The Minds Of Your Audience To Know What They Want: as you're conducting audience and market research. A very, very powerful may be the most powerful source of data that you can collect is keyword data . Now, why do I say that? Well, here's how keyword data works, and I'm going to go into a little more detail. So don't worry. I'm gonna explain everything. But basically, here's the process. Very, very simple. People have a desire. Let's say Christmas is coming up. You want to get a get for your dad, but you don't know what to give him. So you have this desire right in your mind, in your heart, wherever it is in your body. And then you turn that desire into a thought. Right? You caught you consciously think, What do I get? My dad? Where you think of ideas, you take those ideas. This is key guys. You take those ideas and you turn them into a Google search. Right? You search for them on Google with that, that's on your phone, on your desktop, your iPad. Wherever it is, you turn your ideas literally into words And guess what? Google, whether it's good or bad. Google, Bing, Yahoo. All of these search engines Facebook you know they're notorious for this, they will actually capture that data. Okay. Was powerful to us is that we can access that data and guess what we can access it for either For free on. There's also tools that are very inexpensive that can also give us data as well. But I'm gonna cover obviously B'more inexpensive options for you first. Because that's you know, that's why I recommend But essentially think about this. If we reverse engineer e like what I just said, we can literally re people's minds because we can see exactly in certain search. You know, in certain volumes, you know, people search for this this many times every month people search for this this many times every month, etcetera, etcetera, etcetera so we can see. Oh, this is more important to people than this. Or, you know, people are searching for this. Maybe they're they're not finding that option. Maybe our competitors aren't offering that option. And don't worry, guys, I'm gonna talk a little bit in this. In these next few videos, I'm going to touch on competitors a little bit, but I'm gonna have a whole section kind of really, really touching on and talking about competitors MAWR. But you'll be using some of the same processes for both audience research and competitive research. Eso You'll hear me mention that even though you're a week somewhere, I thought were going audience research, it's going to be using a lot of the same overlap. So I will be kind of talking about commuters here there, I promise you, throughout just throughout the entire course, is kind of watched through. Everything will make sense. As time goes on, things will start to click. Just one kind of call that out. But basically, like I said, reverse engineer this we can We can read people's thoughts very powerful, and we can do it for free. Okay, how do we do it? There's a tool called Google keyword planner. OK, just type in Google Cure Planner also include links to all of these tools and future tools . That reference in the course in the resource is section of this video and future videos. You just go onto Google type in Google Keyword planner. You can create a free account todo goto cure plainer signing. You'll create your account. You'll need a Gmail account to do that Once you do that on Google, ask you to enter in a specific keyword, This keyword again, this could be a, you know, a keyword relating to your audience. This could be a cured relating to your competitors, to your industry, whatever it may be. In this case, right, As I was developing this branding course, I want to know what are people's for? Kind of psychographic reasons. You know, What are people searching for? What do people want to learn? What? What do I need to make sure that I including this course to make this the best draining course on the Internet? Okay, so I type in the term branding and what Google does is it shows you and this is, of course, with whatever keyword you type in. It will show you similar related keywords to the cure that you typed in. So I typed in branding. And then Google has shown me that people better searching for bringing are also searching for business Name generator, Starbucks local brand equity, personal branding design agency house brand instagram longer I G logo private label, etcetera. Okay. Eso if the results aren't you are a little bit broad like they are here. Maybe I want to refine it. May be inside to go back. Okay, maybe I type in branding, uh, bringing for business, bringing for start ups, bringing for entrepreneurs, bringing for freelancers, things like that. So I might refine a little bit more, Making a little bit Maura specific. This just an example. Type of any keyword. Google's gonna do two things. One. Like I said before, they're going to show you a list of related keywords. So you can kind of understand all my audiences interested in X, y and Z, and it helps you understand. This is what my audience cares about. This is what they're searching for your in a way. It reading your customers minds. Super powerful. So that's number one number two. OK, is that, um, Google Lack should give you an average estimated monthly search volume. Okay. And if you actually look at the guys look really quickly, the very top of the screen shot here. Okay, you'll see on the kind of the left hand side says locations, all locations. You can look at data for specific states, cities, countries, etcetera. Right. So if you want to refine your search of either to look for the entire world. Or you can refine it down to a specific area because, prime, any of you watching this course are in a very specific geographic location. So you can do that as well, right? Whatever you like to do, you can change languages, things like that, right? And then you can find those similar related keywords a swell as the average monthly searches, right? So people are searching for the term business name generator between 100,001 million times , and there are other again paid tools out there that can give you maybe more accurate or specific estimated results. But again, being on a budget that it may not necessarily be needed if you want to, you can absolutely do that, and you can let me know. I could give you a list of some very, very powerful, inexpensive paid tools that I use. But again, we want to keep things free for now, eso very, very powerful. And once we have this data, what we can do is we can download this data into this keeper data into an Excel sheet and or Google shoot whichever one you prefer better in this case, I think I used a Google sheep pretty much like excellence on Google. Very simple. And I organized my list by search volume. So so on the left hand column. Two columns I want to call out here. Column and column B Call him A. I have specific keywords that people are typing into Google relating to business branding and call him be. I have my estimated search volume. Okay, so as we see here, people type in business branding estimated 4400 times per month, where people are typing in branding for startups 1000 times per month. So there's four times more interest in the term business branding than braiding for startups. Now your pride wonder. How does this apply to my business? Well, again, it depends on your business. Your industry and I could go through like 1000 examples, and you would still not be relevant. Maybe to your business. But this is what I've done for my course. I want to understand what you know what, What do people want to know and you look down the list. You'll see a lot of things like business branding, ideas or business bringing business names, bringing idea names, things like this business name branding, right? A lot of the word name and Brandon come up a lot. So I know that in my course I need to have a lot of content around the term, uh, naming your brand right there, developing your name for your brand in order to succeed in order to make this the best course possible. Okay, so that's my example. And again, it depends on you, but basically, it's just gonna it's gonna give you more data and insight into your audience where they searching for, What do they want? Where do they not want? Um, and this could be helpful depending on your goals. But I guess I just I recommend just getting in playing with it. That's the best way to learn. You know, you get, you gotta learn by doing that's the best way I can recommend. And of course, I'm here to help you as much as I can along the way as well. If you have questions. Okay. That's cool. Cure planner. Just a couple other quick tools that can help you maybe be even more effective or even easier. And this something you can do literally. At the end of this video, you can go ahead and just kind of play around with these tools. Um, it's actually a lot of fun if you want. It was The next tool is uber suggest it works very, very similar. Similarly, so with uber suggest it's a free tool you type in a specific domain, so this could be a competitors domain. But keep it simple. Just type in a keyword again. It relates to your audience it could relate to. Some of your argument is looking for it, really, to competitors, whatever key, Where do you want? Just type it in hit search and then, uber suggest, will give you related keywords to whatever you you typed in again with estimated search volume and some other data cost per click. That's for advertising purposes. To get an understanding of, you know, if you wanted to run Google ads, this is your estimated. How much your cost per click would cost right. But again, that's going a little bit, you know, to detailed. We don't need to cover that in this course, but we really want to focus on the key word section as well as the volume section, right? How often is it getting search? Because the more often it's being searched or the higher the volume, the more important it is to your audience. The less than it search, the less important it is overall. Okay, that's just a way of looking at it. In my opinion, third and final tool is answer the public again. Guys is another free tool. I will caution you. There is a limited number of uses per day, So don't go crazy on this because you do have a limited number of users per day before you have to start paying. But again, this is a free tool very, very powerful and answer the public. This is a really unique tool because the, uh this is what we call a reverse search engine. So usually when you use a search engine and guys by search engine, I mean Google Yahoo Bing. These are examples of search engines. When you use a search engine. What are you doing? You're trying to find answers, right? You type in a question, trying to find answers. For example, best tie for men. I want to find the best tie for men. So I type in best high for men. I want to find answers. Okay. With the reverse search engine, what you do is your You type in. You know, you go to the bar here, right, right here at the bottom kind of center of the screen. It says you addresses Xbox, fights their flights, etcetera. Here, you would type in a keyword again, whatever you want. And instead of showing you answers, it's gonna show you questions. So what? I mean, what do I mean by that? Okay, so I type in the term branding, and this is what answer the public is going to show you. So it's going to show you all right, people type branding along with the term with two is for and all these other terms propositions and in other words, right where or near, or things like that. So it's very, very powerful. Basically, this is a way of understanding. You know what questions to your customers have, where they searching for where they trying to find, you know, answers to write, and then as a brand, you can help them find those answers again. That's and I say that because you're probably against under. Wait. Are we supposed to audience researcher competitors, research or differentiation? Wait, What were we doing right now? Yes, we're focusing on the audience right now, but we're gonna use the same tool when we go in a competitive research and differentiation . So it's all gonna be very, very similar process. So that's why kind of reference it. But like I said, you type in a keyword and answer. The public is going to show you questions that people have relating to that keyword. So this is gonna help you get in the minds of your customers, understand what they want, what they need, what they're searching for. And then you as your brand can provide that again, we'll talk about how to provide that how to differentiate, how to position in future videos. But just kind of, you know, you know, wedding the palate a little bit so you can be prepared. And again, this is just a my example. With branding, you may want to type in more specific keywords again. The best way to do it just by kind of playing around with the to a little bit. And, of course, if you have any questions definite. Let me know that these are three very powerful tools that you can use. Include them in the resource is section. Go ahead. You can go ahead and start using them. Right now, there's no reason not to. And I'm gonna go and show you some or very powerful and free tools to use as well in the next videos. So let's go ahead and get into it now. 7. Your Audience Is Screaming - Are You Listening?: So I've already showed you how to use and basically read the minds of your customers in your audience using keyword data. Now I'm gonna show you how to do Ah, similar type of process. Using review data review data, in my opinion, is one of the most underutilized sources of data. It's free. It's extremely powerful, statistically significant. Yet so many business owners. Ah, freelancers entrepreneurs do not use it. And I would highly encourage you to do that. I've actually made quite a good living using review data is one of the bases of my data points when I build out my brands when I determined strategy for my brand, for my business is very, very powerful, and I'll go into a little bit of detail about this. But we've already covered some of that. Some popular review sources include Google business. So this is when you let's just say you type in a restaurant, you know, restaurants near me, right? And then Google shows you these different options, and they have, like, the ratings. This is an example of Google business, So what you can do is you can look at some of your top competitors and look at their reviews on their Google business page. You can also look at their Facebook page there. Yelp account. If you're selling products online, Amazon is a great source of reviews. I sell a lot of products to make a good amount of money selling products on Amazon. I've entire course about that very, very powerful a glass door. This is a site where employees will leave reviews about companies that they've worked for. So this could help you understand again later on for the competitive analysis piece, right? Right now we're understanding our audience. You can use this to understand your competitors. Okay, what are they doing? Well and where they not doing well. Trip Advisor If you're in that kind of space, the Better Business Bureau four square and the list goes on. These were just some examples, but basically you can read reviews from your competitors. You can look at products or services that your customers or your audience or buying online and read those reviews. So maybe they're not necessarily your direct competitors. But, you know, let's say if your business in Ohio, but if you were in California than they would be your competitive right, But it's a similar type of business you're audience would purchase from, You know, look at those reviews There some ways or some ideas of reviews, toe. Look at OK. And what you want to look for what I'd encourage you to look for Okay. Is who What? Benefits and pain points. Okay, bye. Who here's what I mean, on a very tactical level, when you're reading through reviews, right. I recommend reading through at least 100 reviews. Yes, it will take you some time to guys. This is free. If you don't have the time for this, maybe you have an employee or a friend of yours or freelancer. Do this work for you. Okay, so they're definitely other options. But again, being his budget friendly as possible. This is what this what I do personally, guys, I I do this manually myself. At the moment, I'm a higher v a to do this for me. On who? If you see if you're reading through your top competitors reviews or you know you have some of your target customers or maybe even your own reviews and you see that you know the names of the people leaving the reviews or Jennifer Tiffany. Stephanie. Kimberly. Um, Amy, you know, Claire, all of these different names. Then you can assume the people buying this product or mainly female. Right? Let's say you read through 100 reviews and 80 names out of the 100 that you could identify . You know, we're likely names of females, right? You may not be 100% sure, but again, estimates are better than nothing as you're going through. Research is a very key point Is that an estimate on estimate of data is better than no data at all. Okay, so then, you know. Okay, a large percentage, maybe a Roughly 80% of people who who are in my audience or by air by my products or services are female. So that's a really, really important kind of key point to no signal to their name. For example, I saw this product I Amazon. There's very interesting. I just, you know, for fun. I was kind of reading through the reviews, and I saw that the customers were writing for my 14 year old son for my 14 year old son. Love it. Got these for my 14 year old, etcetera. etcetera. The name 14 year old came up over and over and over again in the reviews. So you're able to find data that you wouldn't have been able to find with Cuba data or that you wouldn't even have known about now. If you're reading through your own reviews on Amazon or on Google or whatever. And it said my 14 year old loved it or loves it, then you know that your target onions our I mean, your 14 year olds. But really, they're the parents of 14 year olds actually buy the product or service for their kid so very, very powerful, who just look for different keywords and key things. Who's writing the review and and what they're writing in the review to understand who it is . And like I said, I highly recommend going through at least 100 reviews. That's really gonna help give you, ah, very statistically significant amount of data to work with. Okay, what? So what are your customers or audience buying this product or service for, like what? Is there an event and activity? Ah, holiday A, you know, just kind of very general. What are they buying for number three The benefits so kind of like we have the who the what ? Now this is the why the benefits or the why What is the end goal? What golden people have buying your product, for example, someone made by a product. You know, weight loss pills, they're going to lose weight. Their goal is to maybe increased their their their their self esteem, right, To be accepted, to be loved, that would be the ultimate benefit. Right? So that's something to think about. And you can kind of just see, you know, if people keep saying wait lost weight loss or weight loss or like love these cause I lost weight. You can kind of infer. Okay, People are losing weight in order to write, to become more appealing. Maybe I'm not, you know, saying that I'm just saying that that could be an example. Okay, but so the benefits, what's the goal with the end goal? What's the purpose of people buying certain products or services? And that really helps you understand Psychographic Lee, Who is your audience? Where this where their fears where their desires and by the way, really this is one key point that I don't share with a lot of people, but four star reviews are extremely powerful. There, there my favorite type of reviews for analysis purposes. Why? Because for when someone writes a four star of you think about it. Love the product. But X, y and Z, the product was great, except for X, y and Z. So you have happy customers. But instead of just oil of the product, it's great. Four Star reviews give you a lot more rich data. Four star and two star reviews will give you a lot more rich data than five star and one star reviews. Okay, because people really take the time to really analyze and given very specific type of rating. So that's gonna give you a lot of very rich data to work with. To really understand all of these kind of these questions and really help you collect data and really analyzing reviews, 100 seems like a lot as you get going. It really isn't too much. And again, like I said, you can always hire someone or get someone else's help on it. But really, it's a very, very important step, and I would highly recommend it. It's gonna give you some very insightful data and then, lastly, pain points. So what problems do people have with the current products and services that are being offered with the current brands, where our brands fallen short and those opportunities for you to step in again? I'm gonna talk about positioning and differentiation and competitor analysis all in future videos. But again, there's gonna help you understand your audience like they're like all that. The product was great except blank. Or I hate the product because it did this right. All those kind of questions you want, make sure you write those down and you understand this is what people struggle with with the current selection with the current brands. So these could be potentially up opportunities for your brain in the future. To really become extraordinary, really stand out and really crush your competition and serve your audience to the best ability possible. So, uh, he's just very general framework. It does not need to be complicated. It doesn't have to take a ton of time, and it doesn't cut a ton of money so very, very powerful. Here's the step by step process of how I would do it. If you have questions along the way, definitely let me know and let's go ahead and get into our next market research method. 8. Are You A Part Of Your Customers' Conversations?: So I've already shown you how to utilize keyword data and review data when understanding your audience. And I'm gonna show you a little thing called social listening. Okay? And I encourage every brand to do this both when you're starting off as well as you're growing, your brand is well in managing your brand. So what is social listening? What does that mean? The process of monitoring digital conversations toe. Understand what customers are saying about a brand and industry online. Okay, so, really, the key here is moderate conversations that are happening online again in the same way were able to capture keyword data you're able to, and this is kind of a mix between primary and secondary research. You're kind of listening to what your audience is saying about. Maybe it's your brand. Maybe it's your competitors, brands or similar brands. To really understand again who? The customer is. An answer to those questions in the sheet that I provide you. Okay, so one really grammar to kind of highlight a few of my favorite that are the most powerful . So number one, if you already have a Facebook account, you go ahead and create one very it's free to do very simple to do. And you could just utilize it for this purpose specifically. But I just want to let you know that about 78% of adults in the United States at least that have that use the Internet, have a Facebook account. Okay, So very, very powerful. A huge is by far the largest social media platform, even if you think nobody else uses it if you're younger like I am, but I actually is this pretty heavily myself. So what you can do is go to Facebook, type in a keyword that relates to your industry. So, for example, if you're in a pizzeria, maybe you type in like pizza. Okay, If you are a car wash, I don't know, maybe type in car wash, right? And you can find pages. But what I really like to find our specific groups, okay and get is definite Depends on your on your business type your brand. Some may make more sense than others, but in this case, right, let's say when I was starting off right, I offered market market research services for small businesses. So I want to understand what is small businesses want. Where do they struggle with, um, you know, maybe connect with business owners and really and be able to interview them or survey them as well if I wanted to do that. So what I do is I type in the keyword to Facebook in the search bar, like I've shown, and then click on groups and it's gonna show me all of these groups. And by the way, Facebook groups are one of the one of the most powerful, um, places not just for networking, but also for again collecting data and social listening. Okay, so we can do. Is you conjoined these relevant groups that are relevant to your brand to your audience? Okay, wherever your audiences, that's what you want, the groups you want to join, join these groups, your audiences there, listen to what they're saying just overall, Is there something consistently people are saying they're certain words they're using or tones again, depending on what questions you're trying to answer? That's what you will find, and it's going to be a great place for networking. Just be careful. These groups are not meant for spamming. Don't just go into these groups and say here's, you know, for example, here I'm a marketer. If you want marking services, let me know, right? No one's gonna reach out to you because you're spamming the group. So try even add value if you can. But really, just use this. Join these groups and see what people are talking about your brand, your competitors, brands or other brains that are similar to yours or the brand that you want to create. Okay, that's number one. That's Facebook groups number two is Read it again. If you already have a reddit account in great one, it is free. Uh, I'm not sure if you can use Reddit without an account, but you can try but just create accounts free to do again. Typing the term. Same idea, in my case, I taking small business and what you can do or join what are called subreddit again. These were kind of like Facebook groups. It's ah, it's a forum, OK, It's a place where people of a certain interest come together online and they talk about a specific topic. Okay, well, I'll say that again. It's a place where one specific type of people come together to talk about a specific topic online. So in this case, right, if I go to this, you see the first result here. Highlight box the, um it's small business. Subreddit. This is a community of small business owners, right? Or people who are interested in a topic of small business that have come together. This is a great place. Use monitor this daily, go back through past posts or what people have said and really understand what people want . Where do they need where their interests, their fears, their desires all of those types of questions could be answered Could really be the answer . Here and again, you can also contribute on, actually start to make a name for yourself. Begin. Be careful in the way that you do that because some subreddit some Facebook groups will be more receptive to that another. So I don't know. Again, this is branding, not marketing. Okay, so I just wanted to make that very clear. Read it is a great source and other great source, especially if you are in the business to business space. If you don't have a Lincoln, you better create one right now. If you're in that space, I highly recommend it. What you can do on LinkedIn, there's a couple things. I want you a cool little thing here so you can search again for a certain keyword and you can see posts that people have made on Lincoln relating to that terms. So this could be a certain you could do a certain brand a certain topic, you know, for example, small business marketing, branding topic like That's what I would use to understand. What do people want to learn about in terms of branding, what questions do they have? Etcetera, Maybe some insights that I can I can add to my course to make it even better than it is or making to improve it. I should say, Sorry S O. Or you can also use hashtags. Okay, if you're not familiar with Hashtags again, this is in a hashtag course. But hashtags are basically way of classifying and organizing information. So, for example, Twitter and instagram are really known for hashtags. So basically, when you create a content you create like a post or a video or image, you can add a hash tag to that post. And then basically, when people type in that hash tag. They confined your post. Okay, so if I type in the term hashtag branding on Lincoln, it's gonna show me relevant and popular posts that have hashtag branding somewhere in that post. Right? It's gonna help me show me. Okay, this is what people are, uh, you know, talking about about this term, right? So whatever your type in, I could just type in branding here in the search bar. But it can also type in hashtag branding. OK, this works well with Lincoln, Twitter and instagram the hashtag side. Otherwise it doesn't really matter. You can use whatever you like a big. You can kind of find specific people specific companies or is what people in general are talking about a specific brand or topic. OK, And lastly yet what you can also do is you can follow specific topics. So let's say you already have linked in on then just you want, like, check in maybe 15 minutes a day on a daily basis to understand what are people saying about the topic of branding and you want to stay on top of things. So what you can do is follow your hash tag so you get notified and see relevant content. So when people were there a popular a recent posts with the term hashtag branding in them, I will see those in my LinkedIn feed right as every day. Just quickly check in. I can see. Okay, People are talking about this posting about this. It's a great way to stay update on certain news or things happening in a specific industry or for a specific topic. Look, I can find people, as you see here, a kind of the bottom square right here at the bottom. This is an example of a post that has hashtag branding in it and I could see what people like. I can see the post agency in the comment section What are people saying about the post again? This depends on what your objectives are big. Could be a great way to kind of answer some of those questions that you may have not answered yet. This is a great a tool for doing that social listening, and again you can do. You can use hashtags on LinkedIn, twitter and instagram, and that brings me into my second to last point, which is hashtag if I so hashtag if I is essentially is like a search engine for Hashtags like Google for Hashtags type of thing, a kind of it's a free tool. They also have a paid version, but I highly recommend using the free tool at least to begin with. And again you can do is you type in a certain hashtag so again sticking with the same thing in hashtag branding. And we can see popular hashtags on Twitter relating to this. So at the top here we see how popular certain hashtag is, So we can say, you know, hashtag branding hashtag business hashtag marketing has we could see you know which one is more popular than another. You know how recent popularity, if there's trends, things like that, you could pay for the month of the full analysis if you want. But again, I recommend the free version you can see away like here in the bottom left corner, right here under the related Hashtags section, you can see again related hashtags. So remember how we did keyword research and we found related keywords? Well, we confined related hashtags. So when people are saying hashtag Brandon, what else are they looking for? Yeah, I can see half take marketing hashtag brand hashtag design hashtag business. Right? So that's actually kind of help me create the name business branding right because I saw with humor data with hashtag data that there's a high correlation between people searching . Business are sorry people typing, branding and then also business. So I know that if I put this to keep it together, I get a lot of search volume again, that that's for a different purpose. But it helps me understand what are people searching for, what people want, right? And then I give it to them. We give what people want, and we'll talk more about that later. You can also see certain influencers or certain people that type and can follow them, see what they're saying about certain topics. All of that again it can go. You can kind of go down a whole rabbit hole. You keep it as simple, as complicated as you want it to be. It's completely up to you. You can use all the tools that I have and all the methods that I that I'm going to show you or as few as you want. It's completely up to you. What works best for you may be very different for what works well for somebody else. Okay. And then, lastly, I already covered, you know, Facebook, Reddit and Lincoln as great platforms for social listening. Some other great platforms as well include Quora, which is a necessary a social media platform. But it's a it's a large. I don't know if it is the largest question answer site in the world. I believe it is at least one of the biggest. It's a great way to see literally. What questions do people have about your your brand? Your competitors brand your topic, etcetera. OK, so you can find a lot of great data there. Instagram again with Hashtags and other data and screams. Really great Twitter and then Pinterest Pinterest is for certain categories could be awesome. I use pictures a lot for market research and for social listening. Actually, what I do for I sell one of my business is like I said before, I have product based businesses, service based businesses that I'm that I own and that I'm a partner off. Uh, I'll actually look at Pinterest at what at do it yourself projects. So for example, people will post a lot of do it yourself, this or that. So I look at Oh, do it yourself. I don't know, like a do it yourself some kind of party decorations. And I think what if I created a product where people didn't have to do with their self, so use do it yourself data from Pinterest Ultimately help me inspired me to create new proximity Launch on Amazon and Shopify and other websites. Actually, that data, you know, there's gonna be demand because people are doing it themselves so I can offer an alternative again. I'm probably down a rabbit hole. I just want to give you guys kind of an example, but I really like Pinterest. I think you're gonna be hearing more about this in the news in marketing news in the very near future. But I won't go into too much detail about that on the's or some other social platforms. Great for social listening, really great tool. You can use it as much or as little as you like. I hope this was helpful. If you have questions, let me know in the Q and a section and let's go ahead and get into the next video 9. Free & POWERFUL Audience Research Tool: The final secondary data method that I wanted to cover in this module is Google Analytics. So what is Google Analytics? While Google Analytics is a free tool that essentially you create a free account and I'll include a link for you to sign up if you haven't already on basically what you do, you sign up for an account and Google is going to give you this snippet of code. You take that code. It's very simple to do on your own. There's like, you know, a couple of YouTube videos. I don't go into a town in depth in this course about it. Just want to let you be aware of it. So you can either do this yourself or hand it off to your Web designer. You take that piece of code you put in your website literally just takes a few minutes and then automatically for free. Google is going to give you data about people who visit your website. It's a lot of demographic data, so this is gonna really help you. So maybe you kind of complete your checklist, you figure out OK, this is I have a pretty good idea about my audience now, maybe some of its estimated data. Well, guess what. As you start collecting more and more data from your website, you're gonna start understanding more about who your audience is really, really specifically and be able to really drill down, which is very, very powerful. So if you don't have Google analytics, which I'm shocked by how many small businesses and startups do not utilize Google analytics , I use this for all my brands, all my businesses that I'm, you know, that I'm partnered with or work with or that I own on. I highly recommend it for you as well. This is one example of some data that it provides. There's a whole slew of data, and it's all free. That's what's so awesome about it, and it's very simple to set up. So you just go sign up for an account that give you a code. Take that code, put it into basically into your website. That's the best way I can kind of describe it. Putting your website and Google will automatically update your Google Analytics dashboard. It'll collect more and more data, and there's actually some real data that collected from my YouTube channel. If you haven't subscribed that be sure to do so. I have a lot of other great content outside of branding on the channel, you might find useful. But as we see here, just as one example I can see, you know, where are my where is my audience coming from? So this could help you make branding decisions as well as also marking decisions, right? One source of data can be used for multiple purposes, not just branding. So it can actually go outside of this course and outside of the scope of what we're talking about, which is very powerful. But I can see where people are coming from. What time of day are they accessing? That could help me understand their habits as well. Like, you know, when they're gonna interact with my brand mawr and there's a whole other data I can look a gender I can look at, You know, where, what you know, countries or what parts of the country of people accessing from in all this other really great data can't recommend it enough. I think I pretty much covered it. You can look at more tutorials online. There's a lot, but I kind of want to make you aware of it because so many like I said, business owners and entrepreneurs are not using this, so I highly recommend it. If you have any questions, definitely, let me know. I'll help you out as much as I can on without further ado, let's go ahead and get into the next video. 10. How To Answer ANY Question You Have About Your Audience!: So let's say you're going through your worksheet. You know, answering as many questions you can really, really understanding your audience from a demographic and psychographic perspective, utilizing all the things that we talked about. Keyword research and review, data and social listening and Google Analytics and all of the's great free data sources. But you still have some very important questions you want to answer. Well, in that case, this is when primary research may come in handy. So we've already talking. Spoke at length about secondary research. So what is primary research? Right? Primary data. Primary research is basically collecting data directly. So you're the one oclock the data. You don't learn about how somebody else collected data, right? You're actually out there collecting the data yourself, okay? And when people usually think of this type of method right there to, uh, primary data collection methods that come to mind and number one that survey data and number two are focus groups, right? We pricing skits on SNL or other places of focus groups right on. We're very proud. Very familiar with survey would pry all at some point in our life, taking a survey. Right. So these are two things that were very aware of surveys. And this is the way again, kind of with branding and marketing surveys and focus groups to different purposes. They're both used to collect data, but in two different ways. Survey data is really great for demographic information. Focus groups are really great for psych. A graphics against survey data. You kind of think of it as in that scenario of like, a mile wide, where focus groups are mild, deep surveys are very good for collecting a wide range of statistical data where focus groups are really great understanding why you keep asking participants Why, why y and so on. Right and we're priority familiar surveys or simply, you know, the reforms that you create. And then you send them out to your target audience. Your audience feels those out, and then you look at all of the data. Later, after everyone kind of filled out the survey Very straightforward. I think all of us kind of know what that is. Focus groups are basically where you have like a small group. This can either be one on one, actually where it's not a group, but it's, you know, you one on one more of like an interview. But it could also be groups of you know, 258 could be 12 people all in a room, talking about why they purchase that they don't purchase or their beliefs, their fears. All that kind of all the kind of psychographic questions that we discussed earlier. That's kind of more of a focus group. Those groups tend to be more expensive and much more harder to they actually much, much more expensive than surveys. And I'm definitely harder to do on your own. I would I would say surveys are much easier. Ah, and could be a lot less expensive, So I tend to use a lot of. I use a lot of survey data myself and eso touch on that a little bit. But again, hopefully you won't need to spend any money or time on this because hopefully all of the other message methods have been enough. And again you're goes in to get things perfect. You just need to get things you know. You don't need to be perfect. Okay, enough because nothing is perfect, right? So don't don't try to be a perfectionist, but if there is certain data that you really want to uncover. You know, I want to make sure you also know if this option is available to you as well. So So when completing a survey, you can actually create free surveys using Surveymonkey. So again, try to be his budget from these possible. You can create a free survey using surveymonkey and basically, you know, ask questions that you want. Whether it's multiple choice you ask people to, you know you may be right. One or two sentences, etcetera right there a lot of different types of questions. You can ask with using survey data again outside the scope of this course, but just want to let you know about that. You can create a free survey with SURVEYMONKEY, and how do you get results, or how do you get people to take your survey? Well, you can send your survey out via email. Let's say you have an email list of customers or clients. You could send down the survey to them to hope you answer some of those questions via the survey. You create Facebook ads where you target Facebook ads. Were you hire somebody to create Facebook guys to target a very specific audience with the survey and say, Hey, you know, 11 lucky winner will get $100 gift certificate for filling out the survey, but you must fill out the survey to enter. It's a one minute longer. It's two minutes long. There's a good percentage people that will fill out the survey. Social media you can. If you have your brand, already has social media accounts. You're. Or maybe let's say you can use your own personal social media accounts to promote this to your friends and family. Ideally, you want to get your target audience to fill out the survey. Obviously, Amazon Mechanical Turk. I won't go into too much detail about that, but essentially you can utilize and Amazon. Obviously, there's amazon dot com, but Amazon also has a lot of other businesses. One of them is Amazon Mechanical Turk, where you can create a project and basically compay people literally like 15 cents, 30 cents to complete each survey that you have. So you only pay per result s gonna be really, really powerful. Uh, you know, but I won't go into too much detail about that. If you have questions, let me know in the Q and A section, and also moderators were influencers. What I mean by that are you know, maybe there are people on YouTube or on instagram or the moderators of Facebook groups or sub rats or whatever that you're OK. Would you mind sharing this? A link to my survey in your group right on that could be a freeway are very inexpensive way as well. Getting results and collecting some primary data, which primary did can be is a lot more customized. It can be a lot more directed, but again it could take more time to be a little bit more expensive, which is why I kind of covered this last. But if that's you know, if that's something you want to kind of uncover and want to dig into, it could be a really great option for you. I use a lot of survey data myself, but yeah, so that's kind of primary research and specifically a little bit touching on survey data. If you have any questions about this definite, let me know. Without further ado, let's go ahead and get into the next video 11. Quickly Identify & Exploit Your Competitors' Weak Points: By this point, you should have a very clear understanding of who your audience is, both from a demographic and psychographic perspective using a variety of secondary and primary research methods. So understanding your audience is one piece of the puzzle. This second piece of the puzzle is your competition right? Understanding who your biggest competitors are, or as you enter the market and create your brand who are your biggest competitors going to be? And I promise, this section is gonna be nearly as intensive as the audience research section and wrap. You're gonna utilize a lot of the same research methods for this section, but we're gonna ask a few different questions. So here's the hear the questions that we're gonna ask on. And if you haven't you don't know what this diagram is. Or have you never seen this before? This is what's called a swat diagram or swat analysis. SWAT stands for strength, weaknesses, opportunities and threats. Okay, so we'll start with strengths. Strengths. Simply list 5 to 10 things where your brand excels. Where is your brand Excel? What does it do better than any other brand? Okay, Or your company, your business and kind of think of it is in that way as well. Where are you strong? Five and 10 points of where you were strong. Ah, weakness. Right. Where does your brand currently fall short? What could you improve upon? Okay, Because where you week, where can you improve again? Five and 10 Weaknesses that maybe your brain currently has. Okay, opportunities. So these air, where is there? Room to excel. And we're gonna talk a little bit more about that in differentiation and positioning, but and so that will be answered. That could be answered. Maybe a little bit later on. But like, we've kind of alluded to before, you know, where is their opportunity? Maybe people have you, our audience or customers. They have a certain pain point. They have an issue that isn't being solved by the current existing brands. So maybe we could step in there and help them. So again, 5 to 10 things you can do as many or as little as you want. There is No don't. You're not gonna be great on this, So don't worry. Um, strengths, weaknesses, opportunities, and lastly threats. So what are a list of threats that could hurt your brand now and in the future. Okay, So very, very important. This could be increased competition. This could be, you know, the market changing. This could be, You know, um, you know, if you're selling Pepsi and Coke and people are starting Teoh, be more health conscious. Not that I'm dissing Pepsico because I love him, but they start going another route and start drinking. Maybe more healthy options, Bickmore team, or just water drinking, Just less pop overall or less soda overall. So those are some threats? If I was peps your cooked, I would be looking into, which is why they've actually been purchasing. Their brands have been purchasing so many organic, all natural, more healthier types of beverages and other foods as well. That's a whole nother story. So it's a very These are the type of questions to ask a lot more simple, you know, can be you know, it could be as extensive as you would like it to be. And how you're gonna answer these questions is using the same methods that we did before. But first we need to understand orders to do competitive research. We need to understand who are competitors are So again, I'm telling you, guys, Google such a powerful tool, that's why reference it. It may seem like, you know, overrated, but it's very, very, very underrated tool. So what you'll do go to Google or Bing or Yahoo and type in specific keywords that relate to your brand to describe your business. Okay, for example, if you're a floral shop in Cincinnati, Ohio, what you would do is you type in floral shop, Cincinnati, Ohio. Literally, you type that in, and what's gonna happen is you're going to see the top 10 websites that appear the top 10 search results. Those air likely going to be your top 10 competitors. To write down that list, write down a list of your top 10 competitors. And again, Google is a great way to figure out who your competitors are if you don't already have a clear understanding and you may already have done this research, but maybe your research is also outdated. So maybe this would be a good opportunity for you. Do a little bit of a fresh research just as a refreshing to really see if there's any new competitors in the marketplace. That very, very simple so yeah, so, like that you Maybe I'm a personal trainer in San Francisco. I would type in personal trainer San Francisco on I would see kind of the top search results so you can write down. You know, the top 10 list names of your competitors. You can write down links to their websites. So this could be in a word document. This could be in a Google sheet are an excel file. What else you can do is also on their website. They're likely going to show some other social media platforms that they're utilizing. So could be instagram Pinterest linked in Facebook, Right? Twitter. So go ahead and you can write those down. And also, look again, you some of the tactics that we used before in terms of social listening on then analysts and data and find you know what customers like or dislike about these competitors. You know what you know What are our strength and weaknesses, but where their strength and weaknesses as well, right? What are some opportunities as well as some some threats, right? Some things that they're doing well, they could kind of threaten us as well. So kind of recap some of the again, we're gonna use the same market research tactics that we used before for audience research as we're going to do with competitors research and again, briefly recapping like I said he were data where we we look and analyze keywords that people are typing in our audiences, typing into Google and Bing and Yahoo every single month. Review data What do people like and dislike about current options? Social listening again, just listening to comments to posts that people have about certain topics or certain existing brands. Web analytics Specifically, You know, Google Analytics is a really, really great tool. It's free to use on. If that's not enough, You're conducting some primary research, collecting some primary data using surveys, using focus groups, interviews, things like that, right, which hopefully you won't have to do this. This should be sufficient, but again very similar. So if you have any question about this, let me know. But again, we're really looking for what do we excel with our strengths, where we may be a little bit weak, and then we also kind of looking at where competitors air strong in their week, which translate to, you know, opportunities because where our competitors air week, that's an opportunity where there are strong, that's a threat. So strengthen our particular strengths and weaknesses for US opportunities and strength for your competitors, using the same processes that we use before you go ahead and re watch those videos. If you need a refresher, it should be pretty straightforward. Pretty familiar. If you have questions, of course, I'm here to help as much as I can, so definitely let me know in the Q and A section, and without further ado, let's go ahead and get into the next video. 12. What Makes YOUR Brand Better Than Every Other Option? Find Out Now...: the final piece off. The first step of her branding strategy is differentiation. What do I mean by differentiation? Well, here's how I define it for our purposes. Specifically, what benefit does your brand give your audience that they cannot obtain? Anywhere else will say that one more time. What benefit do you offer that your audience, your customers, your clients, They cannot get anywhere else. Okay, this is one of the most important questions to ask yourself as a business of start up a freelancer, An entrepreneur Doesn't matter what you do. Doesn't matter if your branding, marketing whatever it may be, this is one of most important questions to ask within branding. It's gonna drive a lot of decisions, guys. And this is also one of the most important things asters overall for for a lot of different reasons. Okay, because think about it logically. If you offer very similar things in a very similar price point in very similar way to the same onions, why would they choose you? Basically, if you're really similar to somebody else, why would they choose you over them? Right. So you need to Really This is very, very important. And what's great, though, is you've already done all the work, the legwork and congratulations on that of completing your audience research as well as your competitive research. So this should be you should at this point I have a very clear understanding of how you can differentiate some ideas. And by the way, there's not just one key answer. There could be a lot of different ways, and you can differentiate yourself. You know yourself personally, your business. You are product your service in a lot of different ways. Okay, in some of those ways, again, this isn't a checklist of aligning to make sure that I am. I'm differentiated on X, Y and Z. These are just some inspiration. There are a lot more than this, but these are just some someone's that I could think of some ways that I've differentiated myself in some my brands Onda also that have consulted with So when is the quality that you have superior quality? Maybe it solves a problem faster. It lasts longer than your competitors, the design or the visuals, for example. I mean, this is a very powerful way of differentiating for any kind of clothing brands, specifically, as well as other brands. But you know your photographer, your videographer, right? Your travel videographer. This is absolutely one way to differentiate is with your maybe your video editing skills and what you're able to show if you're selling a shoe. Having a completely uniquely designed shoot for maybe a specific audience could be very powerful experience, right? So your brand your company, you have more experience, then another. You've been around longer, and that's that. It is a way that you can command a higher price point again. You can. Multiple ones of these could be points of differentiation. You don't just have to do one. I would recommend just relying everything on one, the more diversified in more ways that you're different and better like. Then you become a non option. That's a clear. That's the clear, you know, right choice or the right answer when your customers are looking to solve a problem that they have origin. So what do we mean by origin? This is especially especially true for products. I'm in the product space, so this is very important. So, for example, made in USA made in Germany instead of maybe main China made in Taiwan or things like that , right? A swell as it could even be for origin. You know, fair trade, right? There's a lot of Unfortunately, there's a lot of companies that will buy products or source rob materials from from from slaves, from from from people who have slaves from chocolate Teoh Elektronik products. Really, really unfortunate. But But yeah, origin, especially in today's age, could be very critical on crucial in terms of differentiating social awareness. Kind of kind of ties in what I said before. But, you know, choosing a cause, a social cause to stand for, for example. You know, maybe there's a There's a very large trend right now, which I'm passionate myself about, but I won't judge anybody who's who's maybe not as passionate about it with environmental consciousness of really being conscious about our environment. And this is a cause that you can put your brand behind. You can put your business behind, and this is you can do e. I mean, really ah, lot of things very similar, but then you have this differentiation. This could be very powerful for certain types of audience, but again, this is where your differentiation is going to be based on. What is your audience? Want me? Don't just force it on them. Listen to them and let them tell you, OK? Your audience is gonna tell you. Maybe not directly, but indirectly tell you what your differentiation is or what your differentiation can be. Okay, if you need help again, let me know the Q and a section you can message me on social media on. I could reach out and give you my advice assed long as it's not like, you know, hours and hours of my time. I'm more than happy to help give you some of my perspective convenience. So, again, can you offer something more conveniently than somebody else you can? Maybe you have a closer location. It's a lot easier to access your location or access your product. Then somebody else center, right? Right. Maybe you have an e book and someone get it right away instead of having to order it and wait for it in the mail. You know something like that, right? Customer service. This is how the company Zappos really differentiates themselves, is offering superior customer service. And it's so crazy. In today's day and age. I have found overall in their studies about this and how customer service, the quality of customer service, at least in the United States, has been on a steady decline. This could be very and it's actually another Amazon really, really excels at this. It really putting the customer first. I would recommend this for any business, regardless of product or service or industry. Do not care, really focusing and honing in on your customer. Um, saw their need BBs Curtis with them as possible. Really help them A such as possible, and they will help you back. Very, very simple concept, but it's becoming more and more rare. So this is a way to really stand out of the better customer service, the better you can differentiate. And again, these are just some examples. There are many more as well, but these are always that I have helped differentiate myself personally in the marketplace , businesses and brains that I've had in the marketplace, and they can differentiate and really help you stand out in truly build an extraordinary brand in your industry. S o. Take a second to really think about that. What can your customers your audience get from you that they can't get anywhere else. An extremely important question. It may take you some time to think about it, but based on all the research we've done, it should be much easier now. And, uh, you have data to kind of go back and basically give you kind of the answer to that. So go ahead and do that now. Very important to do on without further ado. Let's go ahead and get into the next video. 13. What Does Your Brand Value?: congratulations on completing the first module of the course. This section is definitely the most in depth and detail that we will get, just like building a skyscraper. You want to make sure it's actually necessary to have an extremely strong foundation. And that's exactly what we're doing. As we're building, our extraordinary brand is making sure that we have an extremely strong base, which is understanding very clearly who our customers are, what they need, what they want and how we can best serve them. So congratulations on completing the audience section, I promise. As we go on, there's gonna be this kind of snowball effect that things should continue to get easier. Easier because everything every module builds on the previous module, right? It's not just kind of stand alone. It's kind of build on each other on things should become easier as time goes on. So pat ourselves on the back for that and let's go ahead and get into the Values and Missions module. So this is where we're going to develop a set of values and mission for our brand. Okay, so extraordinary branding, values and missions and the reason we're doing this well, let me rephrase. One of the reasons we're doing this is because we as humans are wired to connect with other human beings. Okay, so if we can create our brand and I'll cover this more than personality section when we get to that But we want to make our brand as human like is possible because the more human like our brand is, the more it will literally be able to connect with other human beings, which are our customers, our audience in the more success that we could ultimately have with all of our marketing efforts, uh, and other efforts as well. And you're trying to do good in the world and all that good stuff. So this is something you know, humans have beliefs, we have values. We have a mission, right? We we definitely have the same thing for our brand is gonna help us connect. It really helped guide her brand as well. So it's very, very critical section. Some people have told me that I wasn't really important summer. It absolutely is. We're not covered otherwise. OK, so values and mission, what are our core values? What does that mean? Okay, so here's my definition of core values that actually found online. But I agree with his definition of most there the fundamental beliefs upon which your business and it's behaviors are based. Okay? Eso specifically fundamental beliefs on which your brand and its behaviors are based. So before I kind of show you how to create your own, let me give you some examples to kind of help you, uh, kind of what? Your palate? A little bit. So Number one is JP Morgan Chase. Here are their core values confined these on their website if they haven't updated also, by the way, some information I have in the course may be updated the future by certain brands. Because, like I said, the the brain ing process is always evolving. Companies are changing, so there might be some things that are may change, but again, the examples will still be relevant. Just wanna let you know that. So JP Morgan Chase exceptional client service option operational excellence, a commitment to integrity, fairness and responsibility, and a great team and winning culture Succinct. Straight to the point, these are the core values of Chase Bank. Okay, Ben and Jerry's. Our product mission drives us to make fantastic ice cream for its own sake. Our economic mission as this demand your company for sustainable financial growth and our social mission compels us to use our company and innovative ways to make the world a better place. Okay, Google these Air Google actually has more of these. Just five of them focus on the user, and all else will follow completely. Agree with that one. Personally, it's best to do one thing really, really well. Fast is better than slow democracy on the Web works, and you don't need to be at your desk. Teoh Need an answer. Okay, so, um, these are some examples. See, they're actually fairly different from each other because there are distinct, unique brands. There is no necessarily right or wrong way of doing this. But here's a way that I would go about kind of writing kind of developing your brand's core values. OK, so here's what I would do. Think about what does your brand value or what you want your brand to value okay and write down a list of values again. I just gave you some examples. You can kind of use those for references of some ideas don't copy them, but use them. Aziz, you know inspiration. What you would do is on the left hand side here, you can go ahead on it. Could be a word document, a Google doc anywhere that you like. Write down your values on the left hand side, just a set of values and then create a sentence or a statement that kind of expands upon that value. So again, going back to our example using on Google, let's say one of their they just write down some values like speed. You know, they're one of the values is speak. Another value is you. The user is most important. The user is king. Customer is always right or customer comes first. That could be a value. Okay, we're in a few different ways, you know, democracy. That's a value, right? I value Democracy is extremely important. Ethics and money are, you know, just yeah, monetary ethics, constantly improving or constant improved improvement, etcetera. Whatever your wording wants to be, and then we kind of expand on that create sentences on and then those sentences that we create really simple, straightforward has come up with values. And then for each value we kind of expand on it With that sensor statement, those could become our core values and you can choose those that really resonate with your brand the most. That's why I recommend doing really again. There's no right or wrong. This is just a kind of a simple process of doing that and hear the examples, right. The users king. So maybe we write focus on the user and oils follows right speed. We value speed. But how can we were kind of expand on that will Fast is better than slow democracy for Google specifically will Democracy on the Web works right? Democracy works money, ethics make money without doing evil, Always improve Great isn't good enough, right? I just kind of use these as an example. But go ahead and do that now. This could be a very simple exercise. You take his little or as long as you would like right down this values create sentences for each expanding upon those and I'll go ahead, go and do that now and I'll see you in the next video 14. Important Difference Between "Mission" & "Vision": Now you've created a list of values that really define your brand, and you're ready to create your brands. Mission statement. So a mission statement defines what a brand is, why it exists and its reason for being. So Think about your brand. Think about why does your brand exist? What is your brands? Reason for being. And if you're a little bit selfish, like me, your first thought, maybe well, somewhere it's I'm a for profit business. Eso Therefore, my goal is to generate profit. Did you know to make money? That is absolutely, you know, true. But what I would encourage you to do if that is the thought that's in your head, is to take that one step further and think about how you make money or how you're able to make money. Go back to the first module where we, you know, we analyzed you and define who's our audience, who are competitors. How are we going to serve them better than anybody else out there in a very specific way? Um, you know how you make your money is a lot more important. How much money you make on that is that is how we encourage you to kind of help you define your mission statement. If that's what's on your mind like think about the thing about the customers that you're serving, how you are serving them better than anybody else. And that could be your reason, right? That's just one example, Okay, and I'm gonna give us some more examples. But first I've received some questions about this. I want to clear up the difference between Mission and vision. They sound similar and they seem like they're almost similar. So what is the difference between mission? Envision well, your vision, your brands vision is this could be a very specific goal, like in 5 to 10 years. In five or 10 years. We want to be, you know, X, Y and Z. We want to be in these locations making this much revenue. We want to be serving this many customers or clients or whatever that maybe it could be very specific like that, or it could be much more kind of general and I'll show you some examples, but your brands vision, that's for the future. That's your futuristic goal. Your mission is the day to day operational side. It's what you execute on every single day in order to make that vision a reality. And the reason there's so much confusion around this and I'm actually gonna show you some examples. T really solidify this. But there are a lot of companies that kind of have their vision and their mission is the same, and it makes sense. So your brands, vision and mission could be the same again. There's no right or wrong answer here. Okay, this is ultimately up to you, and I want to help you guide you through this process as best as I can, but I don't want to force, you know, you have to do X, Y and Z, right? There is no checklist. There's no test. There's just results in success and there's not. So I'm gonna set you up for success. Asbestos humanly possible. I'm saying your vision mission statement can be the same. They can be different. You've got to think for yourself for your brand. What is the vision on that? In order to see that vision? What do you do on a day to day basis? So to help you, let me put it this way, right? Ask yourself this question. What is your brain committed to in order? Achieve your vision of the future? Right? Just restating what I've already said on some examples of this from the Alzheimer's Association. Their mission statement is the same answer vision statement, which is a world without Alzheimer's disease. That's what they execute on a day to day basis, right? Every day they're working toward a world getting closer, closer your world without Alzheimer's disease toe. Ultimately, you know, create a world without Alzheimer's disease. So their mission there their vision statement I would I would assume are are the same. This is their mission Statement on you can find this information on their website. This is Microsoft Original mission statement, and the reason is changes. We'll just rear for yourself. Ah, computer on every desk in every home when they're starting off. This is a very lofty goal and think about it now. Now, just because Microsoft but also Apple and other companies as well they've really helped a tribute to this to this going fulfilling this gold because it is almost completely true. The vast majority of Americans have some kind of computer on their desk or or in their home , but this is their mission statement. Every day they were closer toward, um having a computer on every desk in every home to bed. He didn't specify Microsoft right or a PC. Eso Semak humans like, Oh, that's a good idea. Maybe I'll do that. I'm just getting. But this is just a example for Microsoft Patagonia a little bit longer, right? But this is much more of a mission statement versus vision, which is build the best product cause no unnecessary harm use business to inspire an implement solutions for environmental crisis. So this is very clearly, you know, their mission statement what they execute on a day to day basis, where the other two previous examples may have been more of a mixed between vision and mission and mission, Patagonia's vision statement could very well be, you know, a sustainable world that could be their vision. In order to create a sustainable world, they need to execute on day to day basis, building the best product, causing no unnecessary harm, using business to inspire implement solutions for environmental crisis. Right, So that s so this is their mission on. That's just an example of how could differ from their vision. So these are just some examples again, This is completely up to you, but hope that give me some some really solid framework that you can work off of it. Actually, I have. So, um, just take a second. Even if just joining some ideas down, it does not need to be perfect. Don't try to make it perfect. Get some ideas down. Write down what you believe The mission for your brand is. You can always revisit it. You could always edit it. Don't worry about getting it perfect, But go ahead and take a second to go and write that down, and then we'll go ahead and get into the next video. 15. See EXACTLY Where You Should Position Your Brand In The Market: in this module. I'm gonna guide you through positioning your brand in the marketplace as strategically and effectively as possible and just is a brief recap. So we've already covered, you know, analyzing our audience and a competition. We've developed values that define our brand as well as a mission statement for a brand. And now we're ready to position our brand in the market place. But what exactly is positioning or what? I mean when I refer to positioning. So brand positioning is occupying a specific position in the mind of your consumer. Okay? Or customer? You've used the word interchangeably, but we want to occupy specific place in the mind of our customers. All right, you're probably Yeah, that makes sense. But how do we do that? How do we go about doing that? Well, my best recommendation of the best way that I found personally by far is using what are called perceptual maps. A perceptual map is essentially a visual representation off off what customers or consumers are thinking about certain brands. So if your brand new if you're a brand new brand, then you can use perceptual maps to figure out OK, here's where I need to hear Here is a good opportunity for me. This is This is how I could kind of define my brand personality as we kind of go on and talk about later in later modules and videos. If you're an existing brand, this could help you move or better understand the marketplace and understand. Oh, here's where we could move. Or here's where we should be versus years where we are now, okay? And I'm actually going to show you in the next section how to actually create these perceptual maps. Honestly, they're a lot easier than you may think, but just kind of briefly explain this if it doesn't make sense right away. So in the middle, we have this way of the why access on the kind of top part there. We have committed relationships, So these are dating APS, and we're kind of rating them on, you know, Are these dating app, cement firm or committed relationships or more uncommitted relationships? So that's one access and the number two we have on the left there on the X axis, we have niche. And on the right, we have general. So are these. We have two criteria here. OK, we have you know, we have a particular dating app, a particular brand of dating out. Is that dating out met for more of a general public, just for general people in general? Or is it meant for specific niches? For example, Christians, Muslims, Jews, farmers, right, for married people, for homosexuals, for heterosexual, whatever it may be, you know? Is it more niche or is it more general? And the number two is the APP designed more for a committed relationship or an uncommitted relationship, right? When people use the app, what are they using it for? So if I was going to create a new dating app based on this data, and you know you can create more than one perceptual maps, which again I'll talk about in the next section. But if I was going to create a new dating app, where would I How would I want to position myself in the minds of my customers? How would I want to brand myself okay and brand my app? Well, as you can see here for APS for very, for specific niches and committed relationships, it looks like it's pretty heavy, right? There's also I think it's ah, Muslim mingle dot com. I want to see your blinders. Blacks only dot com s. So there's a lot of niche specific APS available for committed relationships already, so maybe I wouldn't go there. Then I look at What about niche dating apps for uncommitted relationships. Again, there's still looks like there's some players there. There's some brands that really dominating that space. Okay, what about, you know, for more general uncommitted relationships where there's kind of bumble which is there in the middle? Then there's tender, which is right there in the center. But then when we look at you know, if I'm a consumer and I'm more of a general public, maybe I'm not Christian or Jewish or I'm in our farmer are not black. You know, I'm more of a general kind of population again, just for this example. Guys, I Hopefully, I'm not offending anybody but more general, and I'm looking for a nap for a committed relationship. What are my options based on this graph? Tell me what my options are, Maybe Bumble, but it's not really that great. I don't really have any options, so this is an opportunity. This is an opportunity. Position your brand because there's a whole There's an opportunity here in the market. 20 feet kind of position yourself. So that's just one example. Let me give you another example of something that maybe a little bit more familiar. Okay, so we have, um you know, of right of soft drinks. Maybe some of us have drink these before, but we have, you know, on the middle here, the y axis fun. So how fun had these brand's position themselves versus how serious On also. How sweet versus unsweetened. Okay. And again, your pride. Wondering will some How do you even get this data, or how do you get this? I'm gonna show you how to do that in the next section. Just kind of trying to explain what this is, how this kind of works, how you can kind of read perceptual maps. But if I were to create a soft drink, which would be very, very, very hard and expensive to do because very competitive market. But if I were to create a soft drink, um, should I create a more fun, sweet, soft drink or more fun and unsweetened, often based on the data here, right in customers mind when they think of you know, when you think of, like, where somewhere some fun soft drinks, Right? Sprite, Fanta, Um, you know are two that definitely come to mind and more sweet Pepsi Mountain Dew And they're still kind of position themselves. It's fun. And, by the way, the idea of fun and serious you're probably What the heck does that mean? This will make more sense. We talked about brand personality, Okay, so just bear with me and kind of, you know, take it for what it is. But so for more serious unsweetened drinks, there's Diet Coke for more fun and sweet drinks. There's Fanta there, Sprite. There's even Pepsi and Mountain Dew. And for sweet and kind of serious, there's kind of cool is there. Maybe there's some opportunity there, but there is absolutely opportunity in Mork kind of unsweetened beverage that positions themselves as a fun brand. Okay, again, this is just one example. When you're creating perceptual maps later, you can. This is just one data point. It's always great to have multiple perceptual maps, so maybe I can have, you know, three year, even nine right there a brain that will have, you know, the bigger brains will have many, many, many perceptual maps. But something anywhere from like 3 to 9 perceptual maps. Usually what I like Teoh utilize and work with. So I can kind of you cross reference and see him. I just want to look at one. Maybe I want to look at multiple and kind of use all the data together. Okay. On this, just kind of an example. And then lastly, let's say you want to open up a coffee shop in Seattle. Washington. What type of coffee shops here to be? How should you position your brand and your offering? Well, in the middle, we have, you know, mawr sit down and more comfortable. Time of establishments versus more fast and convenient. And they're on the X axis from left to right. We have, you know, cafes that have a little bit more variety versus more limited. So for sit down comfortable places with with, you know, more limited selection. We have plenty of options there. It looks like the markets already served. Their people already have an idea in their mind. Yet I go to Starbucks and I gotto books and bruise. When maybe, you know, maybe I want to sit down for a little bit. I don't really care. Just get a cup of coffee and get some work done. That's where I go for people who wants a little bit quicker and convenient. And they're like, Hey, I really I just want a cup of coffee and care who makes it or what it is. Just give me a cup of coffee. I'm busy. I'm on my way to work. Those type of customers are likely going to goto threat or McDonald's. Okay, if I'm mispronouncing any of these, you know, I'm not from Seattle. I'm just uses as an example. And then here on the left, you know, for you know, if you're looking for a cafe with a lot more variety in a very comfortable atmosphere of much more of an experience, your first thought maybe Cafe Nero. But here's the thing. What about people who, on a little bit more variety? Yeah, I like Starbucks and Pratt, but I wish there was a little bit more variety on, but also, you know, I like Cafe near. I like that, a variety and all that, but It's just so slow for me to get a cup of coffee. They just take so long. So can you. You Can you create a coffee brand a calf, a brand that is a little bit faster and more convenient than Cafe Narrow? Aziz? Well, as offers more variety than Starbucks and prep right, that's a way of kind of thinking about it. Very, very strategic. And these are very helpful. I've used these. I use these very often on. That's just a way of kind of. These are what perceptual maps are. Here's how to kind of read them or interpret them. I think it's very, very straightforward if you have. If you have any questions about this, definitely let me know in the Q and a section below do my best kind of maybe expand on this a little bit more. But hopefully things will make sense in the next section will actually cover how to create these on your own, which is super powerful. Bear excited for that. So without further ado, let's go ahead and get into the next video 16. Let This Graph Show You Where Your Brand Should Live: in this section, I'm gonna show you how to create your very own perceptual maps based on actual data. So if you're a freelancer consultant, this is a very, very powerful skill set to learn on. If you're branding for yourself for your own company, this is obviously equally powerful for you, and it's one of my favorite kind of processes. For first, we need to understand the difference between knowing and guessing. So we know that there's a difference, right? Knowing and guessing. What I find is that for this process of creating perceptual maps, which is a very key element of positioning your brand, what a lot of brain in consultant or quote unquote branding experts will do is they will essentially create a perceptual map, and they will kind of drag each of the logos or each of the logos that you know that represents you should the different brands of each of the different companies. So where they believe they should go instead of relying on actual data. So what does that do? What if you have a graph? You have all these logos and just kind of put them where you think they should go All that does is reinforces biases that you have. So what I in that processor that way of doing in create perceptual maps is better than not doing it at all. However, what is significantly better, right is knowing having riel hard data that actually drives and basically almost kind of creates the map for you instead of you trying to just gas and create yourself. OK, so I just want to let you know. You know, there's two options here on, and I'm letting you know which one is. Is my canon, uh, far, far, far superior in Better. Okay, so I think I kind of hit that one on the head. Choosing a software so first and where to create a perceptual map, you'll need to create a survey. What's great is there are a lot of survey options that have free trials, so you can actually either for very, very inexpensively or completely 100% free. You can use one of these tools so some of my favorites include Qualtrics, surveymonkey, tight form, wiser and survey gizmo. Things can change in the future, so to make this content is evergreen is possible. What? I recommend that you dio is go ahead and just take a look at a few. Some that would recommend would be surveymonkey and type form. Those were the two that I would recommend looking at first and just look to see if they have a free trial. And many of them do. If they do great, just go ahead and use them. The survey software does not matter nearly as much as how you use it, which I'll cover actually, right now. So once you go ahead and sign up for a free account with one of these tools or even pay for just one month for using this and what you want to do is create two questions in each of these questions, you want to create a matrix table. So most people, when they think of surveys, think of multiple choice. You know, for example, um, you know you know what's the right answer A, B, C or D right? Then pick a bichir, do you write? So we think multiple choice. However, for this example, we want to choose a matrix table. What the heck is a matrix table? Well, this is an example of a matrix table. OK, and you may very well see it before. You just didn't know that's what it was called. So this is an example of a blank matrix table where we have, you know, on the top click to write scale 0.1 scale point to scale 0.0.3, right? And then we had the statements on the left hand side kind of going vertically, right? So to make a little bit more sense of this, here are two examples of matrix tables. You're kind of like nested multiple choice questions. That's the way you can think about it. Maybe that I actually over complicates things. So this is just what it is. Very, very simple. I guarantee you pricing this before at some point in your life. So number. Question number one we have. How would you rate the amount of coffee selection offered by each of the following Coffee shops, slash restaurants right? Very limited, limited average selection, wide selection or very wide selection, or is also very important when you're creating surveys. Always create an option of don't know slash unsure because if you're asking people about their experience about McDonald's and they've never been to MacDonalds. But you don't have an option for like they have to select one of the options that is gonna randomly select. And that's going to dirty your data. You're gonna have slightly, you know, mawr. Inaccurate data. It can still be, you know, useful. But you want to minimize, um, any anything like that dirtying of your data assed much as possible. Make it is clean and as accurate as humanly possible. So you want to make sure this is a little side note? If you're creating a survey, you want to make sure that you include that option don't know, slash unsure. Always, always give them a way out. And so how would you rate the following for the amount of coffee selection? Very limited. All the way up to very wide. And we have Starbucks, Pratt Coffee, McDonald's, Cafe Narrow and Books and Bruise Cafe. Okay, so then each participant will rate based on on the following criteria. Okay. And I'll show you how this plays in later. And then we have number two. So when you're creating a perceptual map, you you will want to have at least two questions I'd recommend to a minimum of two. I would say Really at least three questions. That's really good number to start with, You could have Maura's well, but really you have. You have to have at least two, and I'll show you why in a second. But really, I choose for three or more personally again, depending what your objectives are as well. So just keep that in mind. It really depends on what your goals are. That's question over one. Another example really quickly, really question number two. But for some reason it's cute. It's questioning before. How would you rate the price of coffee provided by each of the following coffee shops? Restaurants? Again, we're trying to understand their thought process. We're asking how expensive are they Know how much you think they are that you remember them being because we're trying to understand their perception, right? This is a perceptual map. We want to know what their perceptions are of each of the following options. So we have, you know, very expensive, inexpensive average price or sorry, very inexpensive, inexpensive average pricing. Expensive, very expensive, right? So where recommend is having you can have either a five point scale. As you can see here, we have 1234 or five or you can have a 10 point scale, right? 10 points go, maybe a little bit harder. You could just include the numbers at that point, but I really like a five point scale. Better. I actually feel that. I collect better data this way. I rarely include a 10 point scale. So that's what I would recommend doing. And again, it's, you know, you have to kind of determined, basically think about what criteria do you want to look for. And then you'll make one question for each piece of criteria. This example. We're trying to figure out Price. That's what we want to understand. We want understand what people think about price for the following brands. We're for a first question. We wanted to know what people think about coffee selection. So what you want to do before you set this up is think about, you know, And I want to show you this. So you kind of understand better. Ah, instead of just you know you won't understand. But first identify What do you want to know? What criteria do you want to know? Basically, what do you want to read? about people's minds and what do you want to know in their mind? And then you can basically extract that using survey data. So think about that. First, you may think, Oh well, what's really important to our brand, Right? Maybe our, you know, our differentiation where we want a position ourselves based on our audience research on a competitive analysis. Here are three things that say its price convenience and then a coffee selection variety of coffee selection. Those are the three things we want to know. Then you'll create three questions. One is about coffee selection. One is about price, and one is about convenience about the you know, the convenient location. Okay, that's how you would go about it. So that's that's kind of how you would create the questions on. Then, once you create the questions that you can wear them something like this, I would recommend, including probably no more than seven competitors. Once you get to like 10 it just gets too overwhelming for people taking the survey. I think a maximum of seven total brands and my brains, I mean, you know, Starbucks prepped coffee, McDonald's half a narrow books, and Bruce anywhere from 5 to 7 is usually the range that I that I use not to overwhelm. I survey participants eso going back to the the last question. You know, the rate the price of coffee from very inexpensive, too expensive. You know, you have the options again on the left hand side, and people can select. Okay, so in this case, we're gonna keep this very, very simple. We're gonna create this very simple survey, just two questions really straightforward on maybe we offer, you know, Hey, if you complete the survey, you get a $5 or sorry, a $50 gift card or $50 visa gift card, something like that. Or maybe you give, like, one or two box for everyone that completes the survey. It's really, really short. You could actually probably 50 cents with certain sites, but anyway, that's getting a little bit too much in the weeds. Create the survey, You send it out, and then you collect the results. Okay, so I like to structure my results like this, keeping it really clean and simple. I create a table and in the left, very simple. I These are the brands that included in my survey. So remember I, you know, in the previous we have Starbucks coffee, McDonald's having Euro books and Bruce, this is these are the questions that we ask. We ask people, What do you think about these places? So you want to make sure those line up correctly on and then what we do is so for our first question, remember what we did. We asked about the selection. How would you rate the coffee selection? Here are their responses. On average, people rated Starbucks 3.5 out of five. McDonald's was one. And if I for selection, Nero was 4.5 out of five, prep was 3.5 and Brooks and Brew was two out of five. OK, that's the responsive people gave. You know, when you aggregate all the data and where I recommend doing is serving at least 100 participants. Hundreds kind of that magic number of having some statistical significance. But you can't. You could do less. I would just try. The more data that you collect, the more accurate is going to be just in general is a very general rule of thumb, of course. So basically what you do you send out the survey, you get the data back, you average it together. So the average of Starbucks of 3.5 average of technologists, one average of nearest for about five and so on. And then you do the same thing for Price. We asked how expensive it again. I'm making up this data, so bear with me. But, you know, Starbucks was four out of five for expensive McDonald's was one. Because because very inexpensive narrow is 4.5 pet cafes, five books and bruised is three out of five. OK, so kind of more middle in the middle price range. All right, so pretty straightforward. If you have questions, let me know. But, you know, that should be pretty simple. And then what we're going to do is create a perceptual map grids. So then one access, you know, meeting one of these lines, we're gonna have price. So for the y axis, I have price high and then price low. And then, for the x axis, you can see I have limited selection too wide selection. Okay, so it's kind of like the game battleship. If you've ever played, we're going to take these brands, and we're going to place them based on their coordinates. What does that mean? We'll show you? OK, so we create that we create the graph. There's just just too long. Just really simple Two arrows. Um, on then and then we have four total criteria, right? Price, high and low selection limited and wide. Another example could be convenience. We could have very convenient. Very inconvenient. For example, are you know there are many, many things? It's unlimited in terms of what you can ask me. Just make sure it lines up with the survey data that you've collected. Um, So what you want to do is number two create, you know, numbers one through five that these are gonna line up with your survey. So, for example, limited selection was a ranking of one. Wide selection is 53 is in the middle, so they have 12345 Right, So that's kind of I go one. I put the five threes in the middle and then twos in between one and three fours in between three and five. Very simple, right? You do the same for price. So you simply number and set up the numbers. Okay. And then we look at our table and what I like to do first, this is how I do. You go about it first I look at OK, so selection for McDonald's was one. Ah, selection for Nero was 4.5 for Starbucks and Predators, 3.5 and then four books and bruise. It was two. And again, I'm just making this up. But let's just say, um so so that's for selection. So I put them there first, and then Then I move them. So you see, I just place them Boom, I just place the logo. I just Basically what I did here tactically is I went on Google found I type in the term Starbucks logo, PNG Cafe Nero logo P and G. Generally, PNG Leary the letters p and then end. And then G. That's a type of image file that is transparent. So if you want to make this look a little bit pretty, you can kind of use a PNG file. You know, usually has a white background or a transparent background big. It really doesn't matter. You can just google the the logos. You could literally create circles and then write the names. For example, instead of having these logos, I could just write a circle and then write the names. For example, Circle Cafe, Nero Circle, Starbucks Circle, Pratt Circle you know em or McDonald's Circle books and bruised right so I could just do that or just type the name you can make. It is pretty years, ugly as you want. What really matters here is the visualizations, that data that we're going to be able to kind of visualize from this. So step one, people rated McDonald's one for a limited selection or one for selection and captain year for five and all these others on. Then once we place it there, then we move them. Teoh Price. So Starbucks Waas. You know, 3.5 for selection. And it was four for Price that we move it up to four for Price, right? Pratt was 3.5 for selection, but was five for price. We move that up to five for the price, right? And so on. Pretty straightforward. If you have questions again, let me know. And the last final step that recommend doing is removing the numbers to make it look a little pretty, but you don't have to on. Then remove the numbers, makes it look a little cleaner and then create, You know, as many perceptual maps as a zoo. Like as you have data for. And then you yourself with your employees, your team, your your client can go through this together and look at opportunity to kind of highlight in circle some opportunities for positioning. Okay, for example, in this case, and I specifically designed it this way. If we want to open up a new coffee shop, or maybe we want to reposition ourselves, a really great opportunity would be creating a coffee shop or cafe with a decent amount of variety right above average variety with relatively low price. OK, that could be one example. Another would be here in the, um, maybe a little bit more limited selection. Well, that would make sense in this actually into the example. Now, remember, if you see it in the quadrant, there's like two empty spaces that is the one that I've circled, and there's just other one in the top left where you see, you know, high price with limited selection. This is where you need to think logically. And actually, I almost skipped myself going through this myself. Think about it. Do you want to create a coffee shop that has high price and limited selection? Um, maybe if you also do some other things, right? But if that's one of your main points of positioning or kind of differentiating prime, you know, people are going to be like, Oh, yeah, We should definitely go to Summers coffee shop because they have really high prices and not a lot of selection. Oh, yeah, definitely. You know? Probably not. But again, it could work if you have other positioning. OK, but that would be your main point of positioning. Okay, You don't want to say Hey, everybody, we're the calf. The cafe with high prices and not much selection, you should come here, right? So just use kind of common sense and thinking about where some good opportunities to to position yourself. You may find that your graphs or a lot more busy than these graphs have a lot more kind of crowded, crowded options in here. So it will definitely depend on your industry on your competitors and the amount of data that you collected all of that. But this is just an overview of how to create your own perceptual maps. I was almost considering not adding it, cause I know it is kind of a lot of no. It's a lot of like, step by step kind of processes, but again, it's a very powerful skill to learn on your own. You can definitely have someone help you out with this. And, of course, if you have any questions about sending this up, I try to make this a step by step. It's possible definitely. Let me know in the Q and A section, and I'll help you as much as I can. With that being said, if you want to put your perception, go ahead and get started, create your survey. Now set it up should only take a few minutes. It'll take a little bit to get familiar with it, but shouldn't take too long, and we'll go ahead and get into the next video. 17. Brand Positioning Statement Template: you may have just watched through the perceptual map section and thought yourself, that's way too much. I don't really know if we want to go through all that to really kind of position our brand . I think we're good where we are again. You're the boss. This is completely up to you, and I just want to provide as much data to help you as possible. But if this if building a perceptual map for yourself doesn't make sense or doesn't make sense to you, you can kind of skip that section income directly here to where we're gonna build our positioning statement using the following template. Now, if you have gone ahead and created perceptual maps and you will be using that to help you position your brain, which again is very, very powerful, then you will kind of use the data that you gain, and you garner from those off from the perceptual maps creating those grabs to help you create this template. Okay, so that's why I kind of put it here. But again, you don't have to create perceptual maps. It's completely up to you. I just want to let you know of that. So the next step after that, whether you take it or not is to create a position statement. This really helps us in our own minds and then put it down onto paper. Really understand, in really state exactly how we're going to position our brand. Okay, so here's just a template that I use very powerful and actually used this text in some my websites for social media and things like that as well. So you can kind of use this and other places as well. But this is more meant for internally again, everything that we're covering right now, if we go back to our analogy, this is all under the iceberg. Quote unquote right. We'll be going above kind of looking at the tip of the iceberg later on this kind of that internal side, the underneath side. This is for your you specifically so positioning statement, We help blank target audience who have certain pain points to achieve certain benefits. Unlike your top competitors, our solution is to you know, and then you're differentiation so really straightforward. We help blank who have you know, these pain points achieved blank. Unlike blank. Our solution is to do X y and Z really, really straightforward screenshot. This, um you can write this down and I'll give you just a little example of a position template in action again could be as simple as you want it to be. But here, here's maybe a positioning temple that I would create for this course specifically, since we're all in this course, wouldn't kind of all relate. So we help small my brand, the brand of this course. We help small business owners start ups and freelancers. That's what we help, who struggled to strategically stand out in their industry to build an extraordinary brand they're proud of on a tight budget. Unlike other uni courses who are our competitors, our solution is to cut out the needless fluff and use practical data driven step by step processes. Soon's can use the same day to build an extraordinary brand again. This isn't my exact position statement. This is what this is an example of what I could use. But again, this is just kind of what? How you can kind of structure. It could be as long winded or a short as you like it to be. This is really helps clarify and when you put things on paper, there's something really interesting that happens that it kind of shows you some things that you may not found it before, and they have forced you to think about things that you would have for gotten otherwise. So it is a very important step, even though it's it's fairly simple. So I encourage you to go ahead and do that. Now, again referring to the following template, we help blank target audience who struggle with blank pain points to achieve this blank benefit. Unlike your top competitors, our solution is to do X, y and Z, which is your differentiation. So go ahead. Just jot some notes down. It doesn't need to be perfect. Go ahead and get down on paper. Do that now and then. I'll see you in the next video 18. How To Breathe Life Into Your Brand: Now you have analyzed you understand who your audiences, who your competitors are. You defined a set of solid values and a mission statement for your brand and developed a strategy to position herself effectively in the marketplace. And you're now prepared to develop a personality for your brain, which is what we're going to cover in the brand personality module. So what is brain personality and why is it so important? So here's the the underlying reason human beings are wired to interact with other human beings. Right? That's our wired were born this way. So if your brand can become more human like and gain more of a human personality, other human beings, I e. Your customers right your clients will be will be better able to connect with your brand opposed to other brands. Especially today's day and age, where with the Internet and social media, your customers and clients came literally text you. They can send you messages on social media. They can share your content taken like your content comment, basically treat your brand very much like they may treat a friend or family member, so this is very, very important, especially today's day and age again, branding is always evolving, so I want to make sure that this course is, as you know, on top and up to date as possible. But we connect with brands like we connect with people. Just keep that in mind. It's and a little exercise. You could go ahead and think about what your your favorite brands are, and then look at their instagram and Twitter accounts, see how they post and how they interact. And I can bet that you'll find that they interact and act very much like a human being. Okay, I'm not all the time, but, uh, but it's very common. So how are we going to develop our brain personality, right? Like, how do we do this or what's the right way? The way that I developed my own brands and I've helped other businesses develop their brands are using this framework of archetypes. OK, bear with me. It'll make sense more as we go on because I know if you're already familiar with archetypes , so essentially archetypes air. This idea has been around since Plato right from like 304 100 BC, um, and really kind of started with Carl Young however, the really the term archetype and Carly Unquoted, we all have the same instinctive and unconscious understanding of behavioral patterns. Essentially, we all have these unconscious or these subconscious ideas in our minds that help us understand who like who not to like, where to go, where to stay away from, essentially help us survive and then ultimately thrive. The specific definition of an archetype is a recurrent symbol or motif in literature, art, war mythology. So it's a recurring symbol. Okay, so essentially we have these kind of pre built ideas of people and ultimately brands in our heads, and we unconsciously assign different individuals with these archetypes in our mind without even maybe knowing it right? And as we kind of get dig a little bit deeper, hopefully this makes a little bit more sense, cause I know it could be a little bit confusing, but these are the 12 archetypes. And if you do your own research, which I would absolutely encourage you to do, you will find that each of the names of these archetypes will change slightly. Um, for example, uh, the one here. We have artists here in the kind of light blue uh, this will often also be known as the creator as well. So these are the 12 archetypes we're going to kind of cover each in detail and essentially what we're going to do in this module kind of the action item out of this module is you will identify which of these archetypes you believe best would best resonate and connect with your audience. And it is in line with the values in the mission statement that you've created your brand positioning everything else that we've done to this point you're gonna basically choose whichever that you feel would best resonate with your audience on this will make more sense . Like I said, as we get into it in the future videos, that's exactly what we'll do. But it has a brief overview. These are the 12 archetypes. So we have the innocent, the sage, the explorer, the outlaw, the magician, the hero, the lover, the jester, the every man, the caregiver, the ruler. And as I said before the artist. So we're gonna go into each of these in detail as you're watching through again. I encourage you to kind of watch through the entire module. I'll try to be as brief and concise as possible, as well as provide as much detail to really kind of solidify this, this idea of archetypes as possible and what you will do on your end. It's kind of take some notes down and think from which of these archetypes best describes, you know, would best represent my brand and ultimately, which will connect. Not necessary is your brand, but would connect best with your audience because that's that's your ultimate goal, right is to connect, to make that connection just kind of like a human connection. So without further ado, let's go ahead and get into the first section of archetypes. 19. Brand Personality Archetypes: CONNECTION: In this section, we will be covering the three archetypes who desire connection above all else. So these three architect include the lover. The jester in the every man will begin with a lover archetype, the lovers characterized by their motto that you're the only one for me. They desire intimacy and experience above all else. Their ultimate fear is being alone, being unwanted and unloved. Their strategy is to become more physically and emotion attractive in order to avoid their greatest fear and gain other greatest desire. Brands that really represent the lover archetype well include Chanel, Victoria's Secret and Alfa Romeo. The gesture, the gesture archetype, is characterized by their motto. You only live once. Also, YOLO. The greatest desire is to live fully and enjoy every single moment. The greatest fear is being bored or being boring to others, and their strategy is to make jokes and play brains that really represent the jester archetype. Well include Comedy Central, Old Spice and Dollar Shave Club. If you have not yet seen the Dollar Shave Club original advertisement are highly recommended. That would probably clue you in a little bit more to why included that this example of your Comedy Central. Have you seen anything on Comedy Central? Then you would know, even from the name itself. This brain really represents the gesture architect well on with recent advertising campaigns by Old Spice. They've really kind of position their brand more in alignment with the jester architect as well, which again I would encourage you to view for yourself. And finally the every man. The every man is characterized by their model that all men and women are created equal. The desire is to connect with others. That's that's their ultimate goal. Their greatest fear is to be left out or to stand out, and their strategy is to use common sense and think down to earth, right? They don't want to be left out yet they don't want to stand out. Brands that really represent the Everyman include Kia, Target and Volkswagen. And Volkswagen in English would roughly translate to the people's car, literally the car for Everyman. So this kind of concludes the three archetypes that represent and really desire connection above all else again takes notes. See how well these do or do not line up with your brand and will continue to the final section and we'll go ahead and get there now 20. Brand Personality Archetypes: LEGACY: in this section will be covering the three archetypes that have an ultimate goal and desire to leave a mark on the world. And these three archetypes are the outlaw, the magician in the hero. So we begin with the outlaw, the character of the outlaw. Their motto is that rules are made to be broken. Their ultimate desire is revenge or revolution. Their greatest fear is to be powerless, and their strategy is to shock, disrupt or even destroy in order to achieve their goals. Some brains that really represent the outlaw brand well include Virgin Diesel jeans and the Harley Davidson Motor Company. And I would say in this example, the Harley Davidson Motor Company really best represents the outlaw brand. Next, the magician, the magician is characterized by their motto that anything is possible. Their greatest desire is to make dreams come true. Their greatest fear is becoming manipulative with their power, and their strategy is to develop a vision and live by that vision day in and day out. A few brains that really represent the magician archetype include the Coca Cola company, Disney and Xbox. And I would say out of these examples, Disney really best represents the magician brand, literally stating, You know, we we exist to make dreams come true, right with their resorts and movies and all of their kind of franchise really, really basis around that. Next, The hero archetype the hero is characterized by their motto that where there's a will, there's a way there's it's always possible. Their desire is to prove one's worth through action. The greatest fear is weakness and vulnerability, and their strategy is to become stronger and improve every single day. A few brands that really embody the hero archetype include Adidas, FedEx and United States Army. And I had said the United States Army last because I feel like once you put that in there as a brand, you know, it makes FedEx and Adidas look much less hero ish. But these are all really great brains that really represent, obviously for different reasons. In U. S. Army's case, quite literally, historically has been, ah, hero for many people, so that that would likely be, you know, the best example. But this concludes the three archetypes again, all characterized by their ultimate goal. To leave a mark on the world to leave a legacy so again, jot down. If any of these feel would represent your brand well on would connect with your audience. Maybe not on either case. Let's go ahead and keep moving forward. 21. Brand Personality Archetypes: SPIRITUALITY: in this section, we're gonna briefly cover the three archetypes that are representative of the spiritual journey. And, yes, I know that may sound a little bit strangers, some of you, but I promise just bear with me, this will all make sense so that three archetypes that represent a spiritual journey are the innocent, the sage and the explorer. So we'll go and get into this now and also I'll be including a link to a It's an online quiz is a frequent that you can take and essentially you fill out a questionnaire and the results will kind of help you understand which archetype you align with the most. So again, this is met more for individuals. However, as you're going through the quiz, you can I'm specifically, you know, feel questions out as if you were your brand, okay? And that kind of help you in determining. So So I won't go into a ton of detail on each of these archetypes just to give you a kind of a general overall perspective and understanding. And, of course, if you have any questions, definitely let me know throughout, so we'll go ahead and get into the first archetype, which is the innocent, the archetype of the innocent. So characteristics that define the innocent archetype. Their motto is free to be you free to be me. Their ultimate desire is to be happy, right? They just want to be happy. Their greatest fear is punishment for wrongdoing and their strategy is to do things right. So never to get in trouble on just kind of keep the peace some innocent brand there. Some brands that represent the innocent archetype are Aveeno. Dove is well, I was literally innocent, which is they've actually taken the archetype of the innocent archetype and made it their own brand, which is pretty powerful. The next archetype is the sage, the SAGES characterized by their motto. The truth will set you free. Their ultimate desire is to know truth, to see truth, to know, truth, to know Ah, knowledge. Their greatest fear is being misled or ignorant being unaware and their strategy is to continually seek out knowledge, seek out truth because that is what is most important to this archetype. Some brains that represent the sage archetype include Google Bridge bought Broadcasting Corporation, BBC and Harvard University Final archetype in this section is the explorer, and this is actually personally the architect that I individually identify with the most. So the explorer archetype is defined by their motto. Don't fence Me in their ultimate desire is freedom to find who they are through exploration , right? They they love to explore, which I absolutely dio. Their greatest fear is being trapped, and their strategy is to seek an experience. New adventures Some brands that have really adopted the explorer archetype include the North Face Jeep in Patagonia. So these are the three this concludes kind of the three archetypes that represent this spiritual journey. And like I said, once we kind of cover all the archetypes. All of this will make more sense, but just kind of take some notes for maybe one of these. Maybe none of these you felt really represented your brand or you do not feel that either, either Felt did not feel that one of these architect would really connect to resonate with your audience. There's encourage you can take some notes down but washed through the rest of video. So, without further ado, let's go ahead and get into the next section. 22. Brand Personality Archetypes: STRUCTURE: the final three archetypes that we will be covering are the archetypes, the desire and want to create structure. These three archetypes are the caregiver, the ruler and the artist. We'll begin with the caregiver archetype, so the caregivers characterized better motto to love your neighbor as yourself. Their desire is to protect and care for others. Their greatest fear is selfishness and ingratitude. While it sounds a lot like me, right, I'm just getting and their strategy is to act in the service of others. Some great examples of brands it really characterized. The caregiver archetype include WWF Cochlea and the Wounded Warrior Project the ruler. The rule archetype is characterized by their motto, which is power is everything. Their ultimate desire is control. The greatest fear is chaos, and more importantly, the greatest fear is being replaced. Their strategy is to exit exercise power every day and grow their power. Brands that really well represent the ruler archetype include Mercedes Benz, Rolex and Louis Vuitton, and even just kind of see from the from the logos themselves. Just how powerful are the how power is present within each of these logos as well? Finally, the artist, also known as the creator. So the ours air, the Creator archetype is characterized better motto of turning imagination into reality. Their desire is to innovate. Their greatest fear is mediocrity, mediocre vision or execution. And their strategy is to inspire our unlock their own imagination or the imagination of others. Some brands that really well represent the artist archetype include Adobe, which I use actually used for this presentation Lego and Apple and apple products. So these this kind of concludes our section off archetypes. Go ahead and look back through your notes. You go ahead and feel free to walk back through the videos that so I try to make them assigned concise as possible. And just you can also take the quiz that I have attached in the resource is section of this video in case you haven't already, and this should absolutely help you kind of define and developing archetype for your brand and kind of once you have an idea of which archetype you believe best represents and we're best connect with your audience. You can kind of run through those characteristics and those characteristics you can kind of utilize within your own brand or you can kind of change which will talk about. I'm here in the next section, so go ahead and do that now and let's go and get into the next video. 23. GUARD Your Brand's Personality: in this section. We're going to develop guard rails for your brand personality, right? And these air, ultimately the goal of this exercise, which is very simple. There's gonna help you distinct and differentiate yourself from other brands, because if you think about it right at this point, you've probably chosen archetype. If you have an idea of an archetype that you believe represent your brain well and connects well with your audience, However, if everyone's choosing, you know similar archetypes, you may be thinking, Well, what We have a very similar brain personality. You know, how are we gonna kind of differentiate our personality on become distinct? And that is with this exercise, which is the personality guardrails again? The archetype example of exercise can really kind of help you identify some characteristics or help you define your brand on based on some very solid a psychological theory, and this is going to help you differentiate or really refined yourself, make your brand personality more distinct so that the purpose, of course, if you have any questions, let me know in the Q and A section, and we'll go ahead and get into it so very simple. We like Ugo, go ahead and jot down our to kind of columns so that we are column and that we are not. This could be in a Google doc or a word document or excel, or anywhere that you want a piece of paper. So essentially, what we're doing here is we want to identify and really develop some characteristics, you know, words that represent our brand of who we are. But then also who we are not. That's where the guardrails come in. And that's what really helped shape and define our our brand personality. So here's some examples, right? And here's kind of a way that you would want to go about this red recommend kind of going about this. So the left section right, we have We are intelligent, we are ruthless and we are caring now in that middle example, Ruthless sounds kind of, you know, kind of intimidating, kind of kind of scary, right? Well, that's why we have both of these here, right? So we have the we are calm that we have that we are not academic, heartless or naive. Kind of put two and two together, right? We are intelligent, but we're not academic. We are ruthless, but we're not heartless, right? So that changes the entire kind of feeling of of the word ruthless now, right? We're caring, but we're not naive. So this, I mean again, I just kind of put these together as an example. But if you really kind of put this together into a brand, this would be a very, very interesting brand. One a very distinct on very, you know, maybe extraordinary brand. So these were some examples again, But that's what I would like you to do. What some people have done or what some students have done in the past, which is life kind of re made. This video is, they have They will use opposites. So, for example, we are intelligent, but we're not stupid or naive. You know, we are caring. Were not, uh we're not selfish, you know? That doesn't help you refine and define your brand. So don't For this exercise, I'll ask that you don't use opposites. Find kind of similar words or words may be described, for example, ruthless and heartless or usually used together. So when someone says I'm you know, as a brand, we are ruthless because Perhaps you're ruthless in your persistence for, you know, innovating. Maybe you are a an organization fighting cancer, your ruthless to remove cancer from the face of the earth until it is gone. But you're not heartless, right? So kind helps you define your brain. And that's why having multiple together really helped define your brand. I really love this example or this on this exercise. It could be fun, and it can really you know, it could be very, very helpful and really defining your brand. So go ahead and do that. Now again, these are just some examples. It's completely up to you. I like to have. I usually have to at least three, usually around five, just in case you're kind of looking, for example. But again, this is your brand. It's completely up to you. So what you can do is take the characterised, so identify which architect best represents your brand. Connect with your audience fine. You know, look, this characteristic that I've covered that kind of define and describe that archetypes you can kind of use some of those characteristics over here in the left hand section, for example, you know we are caring right, the caregiver. Right, So we're caring. But we're not naive where the caregiver archetype may sometimes be naive or sometimes may you know, their weaknesses to be taken advantage of. So this can kind of help you, you know, differentiate yourself from other students or from other brands that are also utilizing archetype structure on really help make your brain distinctive. So I think I cover that enough detail. If you have any questions at all, please let me know and go and do that now and then we'll proceed to the next video. 24. What is Your Brand's Tone?: in this video, we will briefly touch on brand tone and developing a tone for your brand. So, first, what exactly is the brand tone? So your brand has a voice which you've now been developing as you developed your brands. Characteristics right really helps define multiple dimensions of the personality of your brand, right? So his brain voice, then brand tone is essentially just the way that you use your voice. So, for example, I have you know, my voice. It is what it is. But I can change and develop my tone, which is the way that I'm using my voice quite literally here with this presentation. So thistle very similar and very simple exercise as we've done before. You kind of want to have guardrails, right? For your for your your brands. Verbal tone. Okay, so is your brand more aggressive or more soft? Is it more refined or more rough, corporate or more casual, intimidating or seductive, Edgy or comforting? Right. And these are just a few examples what I like. You know, what I like to do personally is jot down 3 to 5, maybe even seven different characteristics that define the way that I use my brands voice and again, I've just laid out some examples here on what you do is simply unpick some that say, Oh, my brand is soft, it's refined, it's corporate, its seductive and it's edgy. I don't know if those would all work together, but you get the point. You kind of just choose. You know, anywhere from 3 to 7 is what I like to do and kind of defining my brands tone right the way that I use my voice and that's gonna help you round out your personality. I think everything's going to come together in the next video, so go ahead and work on this short exercise quickly, and then we'll go ahead and get into the next video. 25. Bring Your Brand To Life!: by this point, we have developed characteristics, align ourselves with an archetype, develops, um, guard rails and even defined the tone off our brands Voice. And the kind of final piece is developing a visual persona for your brand, right? Because when you think about it right to this point, we can essentially really describe our brand well, right, if someone asked us about our brand or if we're going to write an article describing our brand, we could probably do a very good job of doing that. But that's only kind of one side of things, right? Is the verbal or the written side right? It's a really kind of complete and finalize ir brown our brand persona. We want to create a visual persona. Okay, so we have both the written and the visual elements as well. I I really enjoy the stuff. I'm a very visual learner, like the majority of human beings are. So it's a very important step, and this is kind of this is used for internal purposes where essentially what we're going to do is find an image online. Very simple, finding image online that we believe and we feel really helps define our brand that if our brand basically was a human being, what would our brand look like? You can kind of think of it in that sense. And this is used for internal purposes, to where we can really understand and really kind of visualize. And all these elements to really define well, our brand and I promising that's gonna be much more defined. And probably many, many of your competitors. So one place I like to go when kind of, you know, looking for an image or visual representation of my branded. Those go simply to Google images and use some of these characteristics that you've developed up to this point in the course. Okay, so look at some of the characteristics of your brand on kind of type. Those in right is your brand more of a man masculine or more feminine? Right. So and you can kind of understand. Maybe your audience tends to be more feminine or tends to be more masculine. That kind of help you, but not all the time. Well, your brand kind of take on this same persona as your audience because you ultimately want to be complimentary, right? So maybe your audience is mostly female, and then your brand is more feminine. However, maybe your audiences more female, but your brain is more masculine. Eso just kind of keep that in mind, but that just kind of one way thinking about it. So take some of your characteristics somewhat. We already worked on the course and just start just doing a little bit a few Google searches for images on just kind of scroll through until you find maybe a few images that really represent your brand. Well, just again thinking that if your brand was a human being, what would they look like? And then Also, another great source outside of Google images is Pinterest. I talked to the same keywords hearing Pinterest, and again, What you can do is kind of take a few photos that you, like, created pictures account, create what's called a board, and they just kind of put everything there in that board. That's just one example working. Just download these, but ultimately you're really, ultimately looking for maybe even just one image. One image that you feel really represented expresses your brand well, and once you have that image, along with everything else that we've done to this point, you're gonna have an extremely well developed, robust, defined brand personality and brand persona. Eso go ahead and do that now. And it can actually be kind of fun, eh? So go ahead and do a quick Google or Pinterest search. Find that and we'll go ahead and get into the next video. 26. Brand Idea - The Essence Of Your Brand: in this module, we're gonna cover the final piece of what I've coined as the bottom of the branding iceberg . This is kind of finally completing all of the internal side of branding, and then we'll get to kind of maybe some of the more fun stuff, like what most people think of a branding of slogan, name, typography, colors and logo. So the final piece is developing your brand idea. So welcome to the brand idea module. This will be a shorter module. It's very, very simple. Yet some of you it will take you a little bit more time to develop, even though this is a very basically short phrase which we'll talk about in a second. But for some, things will take longer for others, not as long. But the idea is very simple and always cover it here now. So what is a brand idea, Right? It's simply an idea captured in a simple, meaningful phrase that expresses the essence of a particular brand. So what is the essence of your brand? Whatever the essence of your brand is, that is what your brained idea is. Very, very simple. But I'm gonna give you some examples toe. Hopefully, you know kind of get the juices flowing a little bit before I do. So there is a common misconception between brand idea and then a brand tagline. Okay, here's the big distinction brand idea that is internal. That's for you and your team tagline. That's external! That's what the customers are your clients will see now. Sometimes brands will use whatever their brand idea is. They will use this that same idea for their tagline. Okay, so it will be the same on that's absolutely could be the case for you. However, it is not automatically the same whatsoever, and many brands do not have the same on brained idea or tagline again. Brand idea. That's the essence of your brand. Used internally. It's kind of really describe and understand what your you know your brand is and is about. Your tagline is more external okay, in client facing, so here's an example. So we have company on the left brand idea in the middle, and then their tagline toe hopefully help differentiate and show you some really examples again. These are purely examples, So first we have the Volvo company. Let's say their brand idea is safety. Their tagline could be Volvo for life. Okay, so you see how their brand idea is one word. So it could be a simple is after your brain. It could be one word again. This is the essence. Were distilling as you can kind of if you reference back to the pyramid, right or sort of like a pyramid. This is the essence, kind of that that that that final triangular piece of your brains will be very, very simple. But of all those brained idea So this is internally, basically, they want to be known for safety. That's their idea. That's the essence of their brand right now. The work to be known for safety, they maybe can't go out and say, Hey, everybody were the safest brand out there. We're safe, right? People may kind of think, Well, if you're safe, and why do you have to say it so maybe so internally, they know that they're all about safety, but externally to the public. You know their tagline for examples Volvo for life. And of course, this is their tagline goes along with a lot of other variables as well, right? It's not just the tagline There's also, you know, they have their website and social platforms, their brand voice and the imagery. They use it. All of that, you know, s available for life. This will make more sense, will be gone. Ben and Jerry's brand idea linked prosperity. Tagline. Peace, love and ice cream. This one syncs up a little bit more. It's a little bit easier to kind of see the similarity. Their idea right is linked. Prosperity that were prosperous together and their tagline piece love and ice cream. You know, a little bit more similar, but you can see that there's a difference between their idea and their tagline for Starbucks reward everyday moments. So they so with this with Starbucks, right? Starbucks wants to be known that when someone wants to reward themselves, they want kind of reward themselves on a daily basis. Maybe not a big reward, like, Hey, I want to go on vacation, right? But in terms of like a little daily reward, they want customers to think of them. They want to dominate that position in the customer's mind, but they won't say that right there was a a reward. Your everyday moments like imagine of Starbucks went out and said, Reward everyday moments with Starbucks and people would be like I don't really maybe not like it's to sales he writes to. It's too gimmicky and almost seems like in my opinion, so their tagline instead of reward everyday moments that's internally, externally, their tagline is inspire and nurture the human spirit. Okay, so you know, in my opinion, pretty distinct difference here. However, I'm sure this tagline will really and we're going to cover tagline. More detail. Actually, that's the next module we're going to be covering on once we kind of cover and go into more detail about taglines. I think it's gonna really help you show why there's such a difference here. But I'm a lot more likely to probably maybe by from Starbucks, when I see the tagline inspire and nurture the human spirit. Then if I were to see a tag line that says reward your everyday moments at Starbucks, I'm saying you have a question about this. Definitely let me know. I know it could be a little bit confusing, but again, our goal is just to capture what's the essence of our brand internally. Okay, finally, we have the Campbell's company, their brain idea. Comfort food. So when people think comfort food, Campbell's wants to be at the top of mind. That's that's Campbell's goal. Okay, when something's cover food, camels comes to mind. But they won't say that, right? Don't say hey, comfort food. That's kind of a weird tagline, right? Like we're camels Were comfort food like That's kind of what we are. It's like, OK, not a big deal. Their tagline, which is actually very, very old Tagline, I think from the 19 thirties, I want to say, But don't quote me on That is good, right? Which has been a very successful powerful tagline on you can see the similarity, right, The comfort food and good right about taste about feeling comfortable, comforted. Um, so, yeah, this is kind of the distinction between brain idea and tagline again captured the essence of your brand. If it still doesn't make sense, we'll go ahead and get into the tagline module. This is kind of that this is a kind of an interesting period because this is where we're kind of breaking above the water in a sense, right where we're going from the bottom of the iceberg to the tip of the iceberg, right? It's kind of transition, period. So that's where things get a little bit, kind of maybe a little bit messy or could seem that way. However, I think once we cover the tagline module, this will make a little bit more sense. But hopefully this was helpful. If you have any questions, let me know and go ahead and just drop down. Idea. Just think about what is your brand idea? What is the essence? What is your brand about? Right? As simply as possible could literally be one word. Two words. Three words. Just go ahead and jot that down. Doesn't need to be right, and we'll go ahead and get into the next module. 27. Clean, Clear Taglines That STICK: in this module. We're going to build an extraordinary tagline for your brand. And this is a very exciting module because this is where we break from what I've called, you know, under the iceberg, right? The bottom part of the iceberg of branding and we break through the water and we're now dealing with the tip of the iceberg or what people commonly associate branding with which includes the tagline name, typography, colors and logo eso in this module, we're gonna be covering the tagline. So first, what is a tagline? Very simple. It's a phrase that summarizes the key benefits of your brand. That's it. The key benefits of your brand summarized into one sentence. Okay. And we're gonna cover some examples of taglines here in a second. The kind of help you develop yours, but first, really quickly. This is a common misconception. Tagline versus slogan. Okay, People think it's maybe it's synonymous, you know, it's the same. It's basically the same meaning, um, sometimes people reverse the meeting. So just to set the record straight, a tagline is for your brand. A slogan is for specific campaign, sir. So if you have an advertising campaign, you could use your company's tagline as a slogan, or you could create a new slogan that's just brand new and specific to that campaign. Okay, so that's the big difference is, and that's supposed to be a billboard here on the right. I don't really know what it looks like, but so, yeah, tagline That's for your brand last a little bit longer. It could be used in campaigns. Maybe it's not using campaigns, but it's for your brand slogan. That's just a specific campaign is going to use that kind of slogan. And because certain campaigns air so successful brands will actually update their taglines with that campaign slogan, right so they can kind of interchange. And that's why there's some confusion cause they're so you know they can change so frequently. Are there interchange so frequently just kind of help you make that differentiation in your mind? So we're gonna go through some examples of some slogans that I have personally found and I really, really like it. I think really work well for these brands. So we have headspace. This is an app that I use. It kind of helps me with meditation. I would highly recommend it again. I'm not trying toe promote them, but really, really like them. And their tagline is treat your head right. Just basically creating some head space, right? Creating some relief for your mind It helps me a lot Dollar shave, club shaped time shaved money you know, plays again. We referenced this as the jester archetype, right? The dollar shave club in this really plays on right. Uses those characteristics shaving time and shave time and shave money The plan words there with same time save money. And I really like this this tagline. Quite a bit one. My favorites for sure. Subway, eat fresh. This is one of the most iconic again Maybe not the most iconic, but definitely one of those iconic that when you think subway immediately Whenever I think of the term subway And this is statistically true for many others, Subway fresh immediately comes in your mind, but very succinct Exactly. I mean, it's it's summarizes again. The key benefits, right? Eat fresh. Okay. And with fresh that comes, you know, usually that feels so good. Feel good, right? There's a lot of feeling that is connotation with the word fashion eating fresh really well summarizes the key benefits of subway McDonald's. I'm loving it, right? We all kind of know this one, right? Very common apple. Think different. Another one of my absolute favorite, along with pretty much every other person on the earth on. Then lastly, of course, the most famous tagline. Just do it by Nike. Okay, so these are just some examples of taglines you can use for inspiration, but let's go ahead and actually develop your tag line. So for this exercise, this is the way that I go about developing taglines for myself and for companies that I work with her brands that I work with. Okay, so we have a few different columns each of the top kind of row of each column. We have benefits or just list of benefit. A key benefit, right? You go back to you all the way back to again. This is why we do. We complete this section at this point chronologically, you go back through your research back to your audience, research and identify you know, what were the key benefits or what are the key benefits that your brain offers that maybe nobody else does? Or even if others do you know, just listen key benefits. And then what you will do is write a similar words, right? So basically synonyms underneath each right. So, as an example, you know, let's say complete. You know, this is just a very general example, but for referees are blind, our brand. One of the benefits is it's complete. There's complete something so full, total, whole, entire. These are all synonyms of the word complete. Then we head over to convenient you easy, handy, useful at hand, right? And just essentially is it could be a longer short, as you would like it to be. I recommend doing a little bit longer a little bit more, just kind of as many as you can think of and kind of go through each benefit, list out some synonyms for each benefit, and then once you have a fairly complete list of benefits and synonyms, go ahead and select those benefits that best represent your brain and best to find your brand. So in this case, we've selected keywords including convenient, total, useful and so on, and what we will do is take these keywords and put them on what's called a short list just kind of put them on their own separate category. And what we're gonna do is take either each of those keywords individually or we can group keywords, you know, two cures together or three key words together. Okay, And then we will write a sentence that defines and expresses those keywords. Really? Those benefits best, right? So take a keyword, write a sentence about it. Take another key would write another sentence about it. Then you can begin taking maybe two key words together. Write a sentence about that. Take three were curious to get reticence about that. On this way, we're kind of reverse engineering the tagline process because we're identifying your brands benefits based on actual data you've collected. We're finding the best of the best benefits that your brand offers and selecting those into our short list and then building our tagline from that. So this is actually very data driven and analytical way of developing your tag line, which a lot of people don't really see. And again, of course, there's that absolutely that creative element here. I've actually develop in writing this, and for some of you, it may click right away for some of you, it will maybe take a little bit longer. So just keep that in mind. We can always again. You can always change in the future again. That's not necessarily deal to constantly be changing your your mission or your tag line or other elements of your brand. But you absolutely can. There's they don't rules here, right? There's no rules that you have to follow just general kind of guidelines and ways to kind of help. So So go ahead and do this. Now, take you Follow steps that I've outlined in this module and go ahead and take these keywords expand on it with a sentence and again you'll get better as you go on. So you just got to kind of take a stab at it to begin with. And, um, yeah, go ahead and do that. Now you have any questions? Definite. Let me know. And once you have something down on paper, let's go ahead and get into the next video 28. 4 Types Of Brand Names and Which To Choose: just as anybody that we know and love has a name, we will want to develop a name for your brand. So there are a few different types of names and I'm looking at this from or of a legal standpoint and by legal, What I mean is what a lot of Brandon consultants or quote unquote experts will dio is they will give you all these kind of pie in this guy utopian ideas of brand names. However, when the client or the company goes Teoh actually register this brand name infringes on a trademark. So what I'm gonna help you to do specifically is developed a beautiful, incredible, uh, lasting name for your brand that is also trademark herbal. Okay. And I have a whole section on that, so we'll cover that in more detail later. But that's kind of my reasoning for breaking down. There are infinite types, quote unquote types of names available. The vast is kind of my reasoning for how I divided these up. So the four types of names that we're gonna cover are descriptive names, suggestive, arbitrary and fanciful names. Okay. And we'll go into each and more details, so descriptive names describe the goods or services being offered to write their name and describe the good or service being offered by that brand. These include companies and brains, including General Motors, Toys R Us, best by Bank of America and E Trade Right E Trade saying for electronic trading. Toys R Us, Right, like toys R A R E r us. So we are toys. Bank of America. Very straightforward. It's a bank in America, so descriptive names very, very straightforward. Suggestive names suggest the quality or nature of the brain without specifically describing it. So, for example, Greyhound bus Greyhound dogs were known for their speed and agility on then Greyhound bus that you want to kind of, you know, commentate that with speed. Okay, Kitchen aid doesn't directly describe, but again, it kind of your kitchen aid products help you with, you know, different tasks within the kitchen. So it's kind of a mixed, more suggestive quick stop right could almost be descriptive, but you know it is a place to get gas. Maybe get something at the convenience store. You know, in speed is obviously there as well. Airbus. One thing about a bus just for the sky right Airbus, which is an airline and then Coppertone for sun screen. So again suggesting, without specifically describing the brain itself. Number three, we have arbitrary names. These are names that have common meeting. So meaning that we all understand that we know. But they're unrelated to the brand. Okay, these are very actually, there's a very interesting examples. So number 1 may be the most iconic is Apple Right now, we don't really think anything of it. But imagine when Apple was starting Officer. Oh, yeah, I saw you know, I was name of your brand Apple. I imagine they start out with, like, pear. It's like, OK, eso, But of course, as you shows, it's grown into this brand. And there's a very specific reason. I think Steve Jobs and the Apple brand has been successful and used this as their logo. So Apple Subway. This one's funny because when I was young on, I was living in Toronto, we actually my dad and I, we went to ah subway restaurant, and I completely thought that was an actual subway, you know, like a underground train. So that's what I was thinking that we walk in their sandwiches and also confused. So, you know, subway meaning underground. But then, for whatever reason, they named it subway. I'm not sure the whole history of that, but I'm sure it makes sense. Comet, you think about a comet shooting in the sky kayak? You know, kayak is a I believe hotels, and it's a travel search site. But an actual kayak is a you know, it's a it's a watercraft, right? It's kind of like a boat that you you man yourself on the water, Pandora. So, like Pandora's box, Um, you know, it was a believe a Greek god or a Greek titan you're paying to our radio. So these air names that have common meeting and they're also unrelated to the brand. And then lastly, we have fanciful names and I want to call this one out specifically because again, this is after me speaking with my legal attorney again for any legal advice. Be sure to contact illegal professional first. Of course, with that being said, I was recently speaking with my, uh, and I've spoken with her multiple times but my trademark attorney, and she highly recommends for new brands and emerging brands. If you really want the best chance of trademarking your brand to develop fanciful names. And again, I'm gonna have a whole video on this but fanciful names, our names that are made up, OK, and I use that kind of quotation there knew their brand new. Their made up there was that you just kind of create okay, and because they're created from nothing kind of created from scratch, it's gonna be difficult for anyone to file a trademark complaint against you, because how can it infringed on their trademark when it's when it's made up? But again, I'm gonna have a whole section on that. So we're going a little bit more detail, but just a little kind of tip for you. Some examples of fanciful names include Nikon Fiber, Cure Egg, Pepsi and Clorox. If you think about like you know what's a fiver, it's like I have no idea what that is. You know, Pepsi. These are all just kind of made up. Nikon made up words specifically for the brand name on again. I absolutely believe that you can create a name and it's an absolutely, you know, build value from that. It's not, I would say the success of your brand is not dependent. It can be influenced by your name, but it's not 100% dependent on your name. OK, I just want to kind of keep keep that in mind and reassure you with that. There are some people who disagree with me and say the name is the most important part of branding. I completely disagree. It's very, very important, but your success is not dependent on it. It's influenced heavily by not dependent. Okay, so I hope I made that clear and to help you develop your name. This is similar to what we saw in the tagline exercise. But go ahead and write down some key words. These could be benefits where other keywords or characteristics that really describe your brand. So go ahead and write those keywords in, and then you'll find synonyms for each of those keywords again. Here's the example we've used before. Eso we have Maybe our brand represents fun travel, etcetera. So for fun, we have synonyms include enjoy, amuse, entertain and pleasure for travel which you have journey, voyage, move, tour, etcetera, etcetera, etcetera And once we have a fairly complete list, what we can do is go ahead and highlight and select certain keywords that we believe best describe our brand best represent our brand. Put those into what we call a shortlist, just kind of put those together on. Then from there, take each of those highlighting keywords like 1/2 year set that as your primary key word, you're gonna create what's called a mind map. Okay, Very, very simple. Really simple process. You can get a little bit messy, but it's fun, and it's very, very helpful. I when I wouldn't be tell you this if it wasn't actually helpful. So you kind of place your keyword in the middle of the page and these kind of draw lines that go to secondary keywords, right? So you know, that could be synonyms, cures that relates to that keyword that aren't necessarily synonyms. And then, from there you create a tertiary keywords, you know? So basically, you know, secondary keywords of the secondary keywords and kind of right, those who just kind of really each of these viewers that you really selected that you really liked that you felt really resonated with your brand. You take those and really expand on those to really drill and dive in to really see what are the best keywords that really describe my brand on this may help you find cures that you would have thought of otherwise. And once you kind of take this, you can take those keywords and use those to inspire your brand name. And again, there's no there's no formula to this, you know, if there was, everyone would have the same brand names, right? So I can't give you an exact formula, but I will help you give you some criteria may be to follow, but again, you have to be creative here, and this is this whole kind of module. This above the iceberg, if you will, section really deals with with more of a creative element, so there's less kind of step by step things I can show you. That's good, because it will help you create distinctive, unique brand names. So some naming criteria to keep in mind make sure it's easy to spell. So when people go toe to type in your website, on their phone or on their desktop, that you're you know, they remember it correctly, they're not going to somebody else's website um, you know, Cash e right to it. It sounds good. It's memorable, right? Meaningful. There's some kind of meaning associated with it. It's not just completely strange and arbitrary, its unique. Of course you have to do that. If it's not unique, get sued in certain ways, right? But making it unique, enduring. Just think about, you know, is this Maybe it sounds really good right now. Is this gonna sound good? 50 years from now, 100 years from now, Right? How long you want your brand to live on? So just think about that and creating a local a a brand name that can endure the test of time on Also, just make sure, in general I mean, it sounds good, right? This just sound. And that's the best way I can describe. It doesn't just sound good, right? You tell us other people on the right who that's cool. That's interesting. That's cool. Or they like Oh, yeah, nice, right? If people, if your friends or family colic Oh, okay, Yeah, I guess that makes sense. Maybe need to rethink your name. But if they're like, Oh, that's cool. I like that on the use words like that and maybe that's it. That's a good sign. But again, it's completely up to you on, then. Lastly, just some ideas for when you're developing your name. So you have these keywords here. What do you do with these keywords? Right. You have shown me how to select the security like Sandra. What the heck do I do with these keywords? What you can do is you know, you some of the following methods again. There are a lot more than this. These were some of my favorites personally, and I've used these with a lot of success. So number one is rhyming. So maybe you use one of these keywords with another key word and kind of, you know, to that rhyme together on it makes sense for your brand. That could be a new option for you. An example of this is mensch on a bench. This is a toy for Jewish Children, for Hanukkah, and I actually I'm friends with the founder of Mensch on a bench. You may know him. His name's Neal Hoffman. He was He appeared on Shark Tank and he basically pitched this idea. He got investment from two of the sharks for his product idea, which is mensch on a bench so that that brand name is the most eyes the most talked about brand name on social media of all of the shark tank products. If you're not from the shark tanking, just do a quick Google shirts. It's basically a TV show where entrepreneurs come on pitch their ideas to investors and investors. Either investor, they don't invest in that product or that service being offered. OK, so in this case, no. Hoffman came on with the idea of mensch on a bench Got investment and all of the shark tank products. It doesn't make the most money, but out of all the shark tank products, it's the most spoken the most. Um, retweeted, you know, you know, repent all that brand name of all of the shark tank products of pretty powerful rhyming. And that's, you know, there's this whole data behind hip hop and rap, uh, behind a lot of different your poetry. There's something powerful, very, very, very powerful when you rhyme words together in the human psyche that a lot of people don't really know why, exactly. But it's very, very powerful. So that's why I'm actually listed as number one again. If you're a brand name, doesn't rhyme will be successful. Here's Here's My Here's My response to you. Look at the top Fortune 500 companies in some of the top brains in the world. Do they rhyme yes or no? Some of them may. A lot of them don't so there just something to keep in mind. But But I personally and some my brands actually have rhyming names, just showing you some of the power behind that. That's number one. Number two objects to think of like objects that may be represents some of the key words that you've developed. So these could be animals. Nature right, like trees or flowers or mountains or formations or whatever it may be. Mythology, Greek mythology, Egyptian mythology, Norse mythology Depends on you know again, you may be thinking hot. That doesn't make any sense for my brand. Again. Complete depends on your brand and what you've done up to this point. Number three other languages. This includes may be dead languages or old languages. Um, so you know, you could be Greek or Latin or Celtic or Cherokee. They're all different kinds of very interesting languages, some that air deadline, which is some that are still living that can really give you a um, you know, that's where you can really kind of help develop your brain story. For example, there's a company called Oros Oros in Greek, I believe means peak either means top or peak or mountain. Something like that in the Oros Company is basically they create gear for people who are hiking, you know, mountains and things like that, like super very cold. Very, very cold temperatures, Right? So and then one of the founders also has like Greek ethnicity, so it kind of worked. It worked its way in to their to their name, but they utilize. So instead of calling it peak, they they took the word peak and they translated into other languages, and they saw it translated into Greek. It sounded or of sound. Very nice is very distinctive, and they went along with that, so that was kind of an idea. Just going to get the juices flowing. There's no again. There's no right or wrong answer here. Emerging didn't take two key words you have and merge them together and create a new word. So again, this would go into that kind of fanciful naming category. Find two words that you really like that really describe your brand well, merged them together to create a new word on that could be your brand name. That's a very effective technique as well. And that could also be very trademark herbal and lastly, double on Chandra. For example, if you're unfamiliar with Elon Musk Elon Musk owns. He's a multi billionaire, has many different companies. I individual that I really admire personally and one of his companies is the boring company , which is very funny. So double entendres, right? Kind of two meetings so boring. What private first thing most people think of is, I'm bored, right? I'm I don't have anything to do. I'm not happy. I'm not playful. I'm just on board, right? But boring is also when you when you bore a hole into the ground, when you dig a hole into the ground, you're boring into the ground. So this company, what they do is literally what he's doing at the moment is digging holes in parking lots in L. A. They're trying develop this underground system for transportation to really toe like, basically get rid of traffic in major cities worldwide so that that's the ultimate mission . The ultimate vision of the brand. Kind of. It's an interesting brand, but so, so boring company, you know, Double Aunt Sandra. You're boring into the ground. And then also it's boring, right? So which is kind of funny? Kind of plays on that gesture archetype, which I think Elon Musk you almost is very interesting individual. I would look him up if you haven't, if you're unfamiliar with him. But anyway, these are just a few ideas. So go ahead right now to start jotting down some key words go through the process that I kind of showed you this kid honestly, Seriously, I don't know. Maybe I'm the only one. This is a really, really fun process for me. I like it a lot and again, you can always engage your audience, your existing customers or clients in this process as well get their take on it, get their opinions on. It could be a great option as well. But again, use that with caution as well. But go ahead and get started on the process that have laid out here and I'll go ahead and see you in the next video 29. Make Sure Your Brand Name is Trademark-able!: in this section. I just want to take a couple of minutes to cover. Trademarking. This is something that I almost don't hear at all in the brain in community. Yet it is so important for small businesses, entrepreneurs, freelancers, all of us to really understand and know and again, just as a word of kind of a disclaimer. Word of caution. I'm not illegal, expert or professional. I'm just someone who has gone through this process multiple times of trademarking and branding, different products, services and business is to wear. You know, I'm fairly knowledge when I have spoken with with attorneys about this, so I just wanted to caution you for any legal advice. Be sure to consult a legal professional, which is not me, before making decisions for your business. So that's it. Then we'll go ahead and share some of my findings with you. Okay, so when developing your brand name, you need to make sure that your brand name does not. It's not the same or sound similar to existing trademarks in your industry, and I'll say that again. Make sure that your brand name does not. It's not the exact same spelling, or it also doesn't sound similar to existing trademarked names in your industry, and I'm gonna show you how to find this out. But a lot of people get tripped up by this. They think, Oh, as long as I you know, maybe if I changed the spelling up a little bit, then I can you know, I can use this and I can get away with you getting this trademark not infringed on their trademark, And that's not a good idea. So what you want to do is look at your top competitors, so type in your brand name idea and also type in other versions of your brand name into Google s a different kind of spellings or common, and try and try to find if there are any other companies or brands in your industry. Okay, the same in your industry that have similar name. If this is the case, I would recommend personally what I would do personally get out as a professional opinion is stay away from those names because there might be some trademarking issues are some infringement issues, and you don't want to create something that you you immediately have to change and do all the work again, and by the way, there's not. There's never just one perfect brand name. I promise you there are multiple brand names out there that you could select for your business for your brand that will work wonderfully. They'll have incredible success for you. There's not just one. So you see, I know a lot of, you know, intramurals. They'll find one brain, and I love this name and then they find out for whatever reason, I know I can't use it in the other, like devastated, you know. But I really wanted that. There are many options out there. There's actually unlimited options. You could be successful with multiple different brand names. I just want to reassure you there on also caution you to make sure you do this research, which a lot of people don't talk about, which is very, very important. So you type in your brand name or something similar, and I would recommend doing this process after you've already completed the naming process and you have some ideas written down because this will kind of stifle your creativity if you kind of do this at the same time. So I recommend doing just use your raw creativity. Come up with some ah variety of different names or ideas and then of your favorites. You know, one by one, start looking up for your first favorite idea that you want to use. Do some research first, make sure it's good to go. And if it is great, if not, well, then look at your second and so on and so on, Right just to make sure there aren't any issues. So that's one way you kind of like a step one. Something else we can do that's very important is go to godaddy dot com, type in your brand name and then followed by dot com to see if it's taken. If it's taken, that's a good sign that, you know, even if it's not trademarked. If someone's taken the domain name, we'll think about. If you want to design a website that with your domain name and somebody already taking it, you have to buy it from them, which it can be fairly inexpensive. But usually it's pretty expensive upwards of hundreds of thousands, even tens of thousands of dollars, depending on the brand name that I found in my own experience. So there's something good to do, just a word of caution. You know, all of this data is stored, so don't be surprised if you type in. For example, it's a Sumner brand dot com. I've taken the term senator brand dot com to go Daddy. And by the way, if I didn't really say this, go Daddy is a is a domain website. You can buy domains here very, very inexpensive on. And if you already have a brand name idea that you want, you want to take out, go ahead by a domain. They're very cheap. So sorry. I meant to backtrack. They're a little bit, but you go to go, Daddy, let's say type of the name Sumner brands dot com, and I see Oh, it's not taken great. Then I checked two days later, and I type in summer brains dot com, and I see somebody has bought it because somebody saw that somebody collected data that I type this in, and I'm searching for this brand name that shows that maybe I'm interested in buying it. So they went ahead and bought the brand name. It started the domain name with my Brandon it on. Now I have to pay them if I want that name. But maybe they could also lose their registrations. You just kind of a word of caution to use a Google an incognito window or to use some kind of ah VPN or something to wear you some kind of tool where it's not your same browser you're using twice. But just so you can do here, you can also just google it as well on and see if the domains not taken or not. So you just go straight to Google. Type in, you know, senator brains dot com If that's the name that I that I'm interested in and see if it see if it's already taken or not. Okay, so, yeah, just a little tip there and lastly, your pride wondering will some How do I know it's something I can tell if a domain is taken or not, or if there's already a competitor that has a brand name out there on Google? But how do I know if there's a really actual trademark for a specific brand name or a similar brand name? Well, what you can do is go to a place called trademark AEA his trademark AEA dot com. Go to their search bar and go ahead and type in your trademark name or and also similar variations to your trademark name. So, for example, I might have been some Interbrand Sumner brands, summer brands, all these different variations to make sure that none of them are trademarks or going to infringe on a trademark. And if I don't see any results appear, that's a good sign. And then the last thing I kind of wanted Teoh to point out is that, um, what you're looking for here. If you see, for example, let's say that the term Sumner Brands has already taken on. It's a restaurant chain, and I want to create a software right, like a software product called Sumner Brands of Software. There's no guarantee to anything OK, but there's a good likelihood that I can trademark my name because I'm not in the same industry. Okay, so what you really want to look for in terms of trademarking and other company names is, is the brand name that you want to choose. Is that already being used by competitors in your industry? Okay, that's that's a really key here. Ideally it be great if it's not being used at all or any variations being used at all? But a great example of this is the Pepsi company Pepsi. Actually, I forget how long ago this was, but they try to sue a trucking company. Why the trucking companies name Waas? Pepsi Trucking Company? So that Pepsi, I guess Pepsi Cola Company tried to sue them. And they lost because the trucking company is in a completely different industry than the beverages industry. So they were able to maintain their separate. They were both had the name Pepsi in their brand name and in their legal name. They're able to both actually have the trademark, despite the fact that they had very similar names, right, because they're in separate industries. So that's just kind of the just kind of an overview. I know it could be maybe a little bit complicated, but guys, the ultimate goal of trademarking here is basically the U. S. Government doesn't want people to be confused consumers to be confused when they're buying something because think about it. Let's say Coca Cola is successful. They create their product and then I come along. Oh, I also have Coca Cola and somebody was like, Oh, yeah, me too. And then everyone has Coca Cola. Guess what? Nobody knows the true Coco or the rial Coca Cola because there's a bunch that exists. And then nobody vice Coca Cola because they're all different quality and they're all different. No one knows who to trust. So trademarking is, honestly, he'd be a pain in the butt, but it's ultimately very, very good thing and could be a good thing for you. And I would highly recommend, you know, getting a domain for your brand name once you've selected it. Uh, you know, trademarking your name as soon as possible. All those steps to really help secure your brand. That's again. That's more legal information. I can't get to legal here legally, I'm not allowed to, but I did want to provide my perspective on this. If you have any questions about this, you could let me know. But the best way to go about this would be contacting illegal professional. Specifically, I hope this was helpful, insightful to you, and with all this being said, let's go ahead and get into the next video 30. 2 Main Font Types & Which Is Best For YOUR Brand: in this module, we will be developing typography for your brand and in order to understand kind of typography or develop a type form for your brand, we need to understand fund. So the definition of fun is simply a collection of characters with a similar design and make sense more of this. There really four main font types. You've likely know what font is. You just haven't. You didn't know it was called fund. OK, so the four main font types are serif sans serif script and decorative font, and really, of these four, the first to both serif and sans serif font are by far the most common and will likely be used within your branding, so to go into a little bit more detail. This is an example of Sarah Font, characterized by the kind of, you know, for lack of a better word, the lines here at the end of the at the edge of the tea, which I've highlighted here with kind of this white circle. Sarah fonts are very traditional. They're very common in print because they're much easier to reading print. You'll find that a lot of books and newspapers will use San serif fonts because they're easier to read on the very classic, very traditional. Now some examples of Sarah Fonz include did up Courier, Lucida, Grande Rockwell in times New Roman. And yes, people will pronounce things differently, so I may be pronouncing it differently than you may think. These were some very common examples. And go ahead and write these down on. Essentially, as we go through these different font types, we recommend that you do for your brand. Just keep things very simple is to choose to font types. You'll choose a main font type, and then you also choose a ah, secondary font type. OK, and this typography you could be used throughout your website, your social media, your emails, your proposals or your other client or customer documents, receipts, things like this, right? It doesn't have to be for everything, but keeping that kind of consistency will absolutely help define and characterize your brand. So that's why I recommend you kind of go through. Maybe try to identify some phones that that may work well for your brand, both as a main font type in a secondary found type and actually talk about that in just a second. Some examples of brands that utilize serif font types include Google, Airbnb, Spotify, Pinterest, Microsoft, Uber, eBay and Burberry on specifically, as you can see, actually, each of these brands has utilized different font types. And it actually, if you've noticed that there is a trend, especially if you notice many of these are, you know, I have a better word. Their online companies like digital companies and they have moved more towards San Serif, which we'll talk about in second. But these are some examples of of specific, actually, you know, logos that are using serif font types. All right, Next we have Sand Saref. Okay, so is French, and ultimate has Latin roots for without or no. So Sansa Afonso basically fonts without the additional kind of lines that additional, um, those additional nodes at the end of each letter. So San Serif fonts are much more clean, modern, and they're very easy to read on digital so that you find that more digital companies or tending to move toward more San serif fonts. It's very company. So if you do have more of a startup for additional company, you will find that maybe many of your competitors are using sansei refunds within their within their branding, so some examples are very common. Examples include Aerial, Avenir, Geneva, Helvetica and Tahoma. So if you've noticed with Threat this presentation, I've used to main font types. My two main font types include Avenir Heavy as well as Avenir Book. So Avenir Heavy is kind of my main font type. That's kind of her headings for titles on the Avenir book I used for MAWR for longer blocks of text on describing certain things. It is my secondary kind of form. So that's what I use personally actually uses Sancerre Fund. It's Avenir Heavy, and then Avenir book specifically just kind of give you an example within this course and for some more examples, as we kind of showed me for of Sancerre funds being used, you see Google, Airbnb, Spotify, Pinterest, Microsoft uber, eBay and Burberry. And, as you can see again, the majority excluding really Burberry, the majority of these air kind of online or digital brands digital companies, and you can see the transition from moving from a san serif font to more. Sarah are sorry sorry from or Sarah Font to um or sans serif font types, right? And I have definitely seen this trend, especially within tech companies. But other other places as well. As you can see with Burberry, there's kind of something to keep in mind. I've seen this is increasing popularity, But again, you have to think about what works best for your brand. And maybe if everyone else is doing something, you don't want to follow what they're doing. You want a kind of maybe go the other direction. But again, just some food for thought. So those are the two main bond types, which is why I kind of separate those out. And that's likely what you will be choosing for your main and secondary ah font types for your brand. And finally we have both script and decorative fonts, which kind of lumped together. These are more creative. That can be classic. They could also not be classic, playful, unique. They're also very hard to read, and that's the reason why they're not as popular, not as common, to be used on my kind of lump them together. So some examples of some script font. As you can see here we have Brush script and seven Savoy L e T sign painter and Snell round hand. Now it's familiar with response. I just kind of I looked up some examples to show you, because again, I just don't use these as much. But depending on your brand, this could make sense. I've seen certain restaurants or certain, like boutique design agencies and things like that used these fonts and there could be their logo or in some of their typography, so it could absolutely make sense for your brain. I'm not. You're dissing that whatsoever. I'm just kind of letting you know it's not as popular. And lastly, here's some examples of decorative font type, so we have Herculaneum, which I may be pressed incorrectly. I've never used it before, but I just want to give you, provide some examples of some ideas, noteworthy phosphate and try to tell. Oh, again, I've seen some of these font types being used in restaurants and some other, maybe more, for lack of a better word, more fancy brand types. But again, these can be a little bit hard to read, but they can also be more creative and making more distinctive. So again, you think about what works best for your brand. And there's just a few examples. There are many, many, many more font types in their artists and designers who, specifically their life's work is to create new font types. So there are literally infinite numbers of fonts that you can use for your brands. But you don't need to go down this huge rabbit hole, just kind of, you know, you look at all maybe I want to, you know, go more of a serif versus a sand Sarah for out on, then looking, there's some examples online or or you partner with a designer, you know exactly kind of what to ask of them, you know, exactly kind of what to request eso. It can either help you if you If you hire designer your partner with the designer, you have an employee designing. Or, you know, if you want to do this yourself in your research process that it doesn't need to be too difficult. But again, he can take his much as little time as you ultimately choose. So this concludes the typography section. If you have any questions, absolutely. Let me know. But yeah, just to summarize, just pick a main font type and then a sub font tight. It could be the exact same. And, you know, just like for example, in my case, Avenir, I have ah, more bold, heavy Avenir for my main and then Avenir book for my secondary font type. So it's really up to you. You can mix Saref with San Serif. It's completely up to you and your brand. And of course, if you have any questions, let me know. And without further ado, let's go ahead and get into the next video. 31. The Deep Psychology Of Color: in this module, we're going to develop a color palette for your brand. This could be a very fun process and is also very important process for your brand. Because you know, each color has a very different emotion that it evokes and will completely change the feeling that your brand has, depending on the color. So it is very, very important. But again doesn't need to be, doesn't need to be painful. And cash should be a very fun process is actually one of my more favorite processes in an order kind of choose your colors red recommend doing is kind of thinking as we go through, I'm gonna explain the psychology of each color kind of the positive and negative connotations associated with each just very general on. Then what you can do is just jot down some notes and maybe think of one or two colors. Okay, one or two colors that you would like that you would think about incorporating with your brand or maybe reevaluating about your existing brand. All right, so we'll go ahead and get started with red. So some positive emotions that are evoked from human being seeing the color red include power, passion, energy, fearlessness and excitement. And this is a fun fact. Red cars are the most commonly stolen cars of any other car type. Maybe because they they exhibit this this emotion of power, of energy. Fearlessness, Right? So it's actually kind of you can find this statistically right that that, you know, insurance companies tend to have higher rates for for the owners of red cars, then some more neutral tone cars. So just kind a little fun fact and something else. I want to add the most common colors used for Fortune 500 companies. Again, I would highly recommend you look this up for yourself. Most. The two most common colors for Fortune 500 companies are red and blue Now. This doesn't mean they should just go ahead and use red and blue in your brand. It completely depends on your brand, and maybe it actually shows you that maybe you shouldn't use another color to help you try to stand out right. And to really differentiate yourself pledgers something another kind of data point I wanted to share with you. I thought it's very interesting and going back on topic negative emotions when human beings kind of visualized the color red include anger, danger, warning, defiance, aggression and pain. Some examples of logos that utilize the color red. And again, it doesn't just necessarily mean that they only utilize the color red, but this is one of their main or one of their primary colors include Door Dash, Canon, Chick fil A, Netflix and Coca Cola. It's very common for many fast food in other restaurant chains to use the color red in their branding. Next, we have orange positive. Emotions evoked from the color orange include courage, confidence, warmth, innovation, friendliness and energy. Negative emotions include anger, deprivation, frustration in maturity, ignorance and sluggishness. Examples of brands that utilize orange in their logos include Harley Davidson, Fanta, Soundcloud, Home Depot in kayak for yellow. Positive emotions include optimism, warmth, happiness, creativity, intellect, an extra version. Negative emotions include irrationality, fear, caution, anxiety, frustration and cowardice. Now you may have recognised yellow being used throughout this presentation. Actually, the two main colors that I have used for this presentation or yellow on black and actually it's not purely black. It's kind of an off black color, but that's going a little bit too much detail. Um, and other brands or some logos that utilize yellow include best by sprint, Lipton tea ups and McDonald's again not only yellow but incorporates that within their branding. Green green is a symbol of health, hope, freshness, nature, growth and prosperity. Negative connotations with green include boredom, stagnation like a swamp envy. Bland, debilitating examples of green logo's include BP Lacoste, John Deere, WhatsApp. In Starbucks, the Color Blue evokes emotions of trust, loyalty, dependability, logic, serenity and security. Much like as we look at, you know, the Blue Ocean or we look up at the sky. These are constants on DATs, where kind of these emotions may come from negative. Emotions accommodated with blue include coldness, emotionless, nous, unfriendliness and unappetizing Primor, describing the image that I use for the slide logos that utilize the color blue are Chase, Procter and Gamble, Intel Core processing, Ford and Facebook. And it's and there's a whole slew because, like I said before, many Fortune 505 Fortune 500 brands utilize red and blue in their branding. Purple, Purple represents wisdom, wealth, spirituality, imaginative nous and sophistication. Negative connotations of purple include reflection, suppression, access, moodiness and decadence. logos that utilize purple include Cadbury Purple. So the purple mattress. You see these examples before, but actually the mattress company actually uses the color in their logos, similar to the innocent brand, using the innocent architect as their brand on twitch, yahoo and raku magenta. Maybe with something it's less commonly spoke about. But positive emotions commentated with magenta include imaginative nous, passion, caring, creativeness, innovation and maybe even some quirkiness. Negative emotions derived from magenta include outrage, rebelliousness, flippancy and impulsiveness. Logos that utilize magenta, which I find are a little bit fewer and far between, include Gland Media T Mobile, Taco Bell Again talk about utilizes more than just magenta in their logo links. And then also, you know, my personal favorite bar B. I'm just kidding about that last one. But those are some examples. Those were some of the more colorful blamed brands, but in terms of, you know, some non typical colors. We're gonna look at black and white. Okay, so black evokes sophistication, security, power, elegance, authority and substance. Negative connotations of black which surprised, surprised they're negative connotations to black include oppression, coldness, menacing heaviness, evil and morning. Okay. Very powerful color I would say red and black or two of the most powerful colors that you can use in branding. Logos that utilize black include Nike, the New York Times, Apple, Puma and Amazon. Again Amazon. Many people think of the orange smile. They also utilized blacks again, a combination of both on and, as you can see within this presentation and utilize a lot of more black kind of a charcoal color with with a gold yellow. Those are my two kind of main main colors they used for this presentation. You'll find that many locals that utilize black also naturally utilized white as well. So there's gonna be some overlap here, but I'm white represents innocents, purity, cleanliness, simplistic, pristine right, you think about like a mountain or a meadow just covered in this beautiful, freezing cold snow, which is happening right now outside of my outside the window where I'm recording this so negative connotations with white include sterile, empty plane, cautious, you know, avalanche and distant. Some locals that utilize white include the WWF for Sochi, Gucci, Wikipedia and Apple, again utilizing kind of both black and white together, it's very, very common for brands to kind of use these together, but much more minimalist. And yeah, so these this kind of concludes the psychology of color. But I recommend that you do now is an action item. Go ahead and just think in your mind is choose kind of two colors together and you kind of have multiple options that you feel best represent your brand based on the psychology of these colors. And the reality is just kind of visually tested out. You kind of have to mix things together. And it could be a very fun process, especially if you're more of a visual learner like I am. So go ahead and kind of mix colors together. Uh, you can look up examples online. Just go ahead and start typing and things like, You know, if you want to utilize red look up red logos or red with green logos, for example, if you think you would like to use those two colors together, but again, also be cautious when using colors. This is just a very overall general psychology, depending on where you are operating. So, for example, if you're operating in China versus United States, there are gonna be cultural differences also, like I just said, You know, orange and black right when you mix those two together versus have used orange and blue or orange and yellow or other colors, orange and black people may think of Halloween. You mix green with red. People may think Christmas. Just keep these. They're going to other connotations in mind that people may think, and again, it's just there's no definitive guide to this. It's gonna completely depend. Just keep those things in mind. And, of course, if you have any questions, let me know. Go ahead and do this. This could be a very fun process. It is. It is for me. Go ahead and get some ideas together, and then we'll go ahead and get into the next video. 32. Simple, Inexpensive Logo That Can Compete With Big Brands!: congratulations to making it to this point. The course. By now you've analyzed and defined your audience. You know who your audience is, what they desire, what they fear and how to serve them better than your competitors. You developed a list of defined values and a mission statement that helps guide your brand . You've developed a strategy for positioning your brain in the marketplace to set it up for the best chances of success possible. You create a personality based on archetypal data and guidelines that breathe life to your brand. And you've convinced all of this down into the essence off the brained idea, which you have used to fuel your brands. Tagline, name, typography, colors and finally, your brand's logo. This is perhaps the first thing that people think of when they think of branding, and this is the last topic that we will cover in the course for a very specific reason. Because, like I said, we're going to use everything that we've covered thus far in the course to create our extraordinary brand logo. So welcome to the last and final module, the logo module of the course. So I'm sure we all have an idea of what a logo is but just defined. So we're on the same page here. A. Did. The definition of a logo is a graphic representation or symbol representing your brand. Very straightforward. And before we get into kind of designing your logo again, this is not a graphic design course. Honestly, I have some graphic design experience. However, I won't even feel comfortable enough to design my own logo. So for this step specifically again, I've tried to keep. This entire course is budget friendly as possible. And guess what? You still very budget friendly, which we'll talk about in a second. But I really recommend hiring a professional designer. Whether that's an employee could be a friend or family member or, you know, a professional designer on some sites that'll cover with you here at the end of the video. That's why I really, really recommend if you don't already have graphic design skills. But if you do, of course, you know by all means please feel free to use this. You'll use the same processes to develop this on your own. But this is the one section that that's that's what I would that I would I would recommend that you do. But just for some inspiration and a little bit of fun, I want you to guess how much each of these logo's cost their companies okay or cost the brand. So we have the Twitter logo here on the left and the BP logo on the right. So just take a second. Think about how much do you think the Twitter logo cost, and how much do you think that BP local cost? I'll give you a second to think about that. Go ahead, positivity, if you'd like. All right. If you thought of an answer. Okay, here are the results. So Twitter Twitter logo cost a whopping $15. That's not a typo. $15. BP's logo cost them $211 million. Okay, you can get a phenomenal logo, and some people will argue. Yes, the BP logo may be nicer than the Twitter logo. Some people would argue the other way, but there's no refuting the fact that Twitter's logo is absolutely worth significantly more than the $15 they paid for or B P. It's a little bored, debatable, right, so you can get an incredible No an extraordinary logo for very, very inexpensively. So I just want to kind of reassure you that again. I want to be again. I you know, my focus is completely budget friendly. Branding is possible. And of course, you know anything that I do personally, I'm going to share with you one war. Just a little quick kind of fun quiz again. How much do you think the Nike logo cost? Nike. How much do you think that BBC logo cost? BBC. I'll give you just one second to think about that. Have an idea in your head? Okay, well, Nike, their Nike swish extremely iconic, one of the most iconic on extraordinary logos that exists cost him a whopping $35. The BBC cost them $1.8 million in so many would argue that the Nike swish is much more iconic, even a better longer than BBC, and is they spent almost nothing compared to what BBC did so again, just of inspiration, you absolutely have a phenomenal extraordinary logo without praying or paying a extraordinary price. Okay, so the first step that I would recommend doing when whether your designer or whether you are not desire price. Like most of you watching this video, what I would do is create a Pinterest account. Okay, Pinterest is not a social media platform. A lot of people have this misconception. They kind of brand themselves that way. However, Pinterest is the largest visual search engine or one of the largest visual search engines in the world. That's what it is. It's a visual search engine that that zits kind of Google, but for images. So that's why it's very good for visual research. Eso eso creative free pinchers account. Once you create your account, you'll see a section that says Create a new board so you can see with the arrow down there to go ahead and create a new board. And you can call it logos that I like or logo inspiration. Something like this. It's This is only for you. For your internal purposes. You go ahead and create a board. Next read. Recommend doing is try to think of some words, like trying to get some logos that you would be interested in, right? Maybe you want a word logo Are a letter logo or a box or circle logo, a minimalist logo, a classic logo. You know, all these different kind of you were just thinking about again. You have this whole and that's why we're doing this. Last is you have this whole repository of data on strategy that we've been collecting up into this point. They could easily just quickly go back in reference. Look at your brand personality, your values, your mission. You know your audience. Look at all these different data point that we've collected and your typography, all of this, and you should have pretty easily come up with some ideas for logos to type. So in this case, I typed colorful minimalist logos. So I want something more minimalist, but I don't want it to be black and white. I want to be more colorful. So and this just for inspiration purposes. So that's what I would type in and again you can you can use. This is you can just keep testing and typing in different things to see different results. So I take that and I see these results, and what I'm gonna do is I'm gonna go to these results, and I'm gonna save them. So I'm just gonna pin them. I'm gonna save them to that board that I just created in step one. Okay, so the board that I created called logos that I like, and now I've taken pins, basically search results, and I've saved them to this board, so I can literally go click on my board. And now I have this entire, very nicely organized. I have this entire list of logos. Um, that I like, right? So if I'm designer myself, I could easily kind of look for commonalities and get inspiration from this Also, What I can do in what many of you can do is take this board. You take screenshots, you can share the sport on and share this with your graphic designer. Okay? And this is going to really help them in the creative process. And I would also recommend with your designer you can give them all of the work that we've done up to this point without overwhelming them. Right. Um, you've already chosen. You said I would like to use, you know, these colors, these colors that I'm thinking about using for the brand. And you can ask them for their opinion on that as well. Your typography that you've chosen all of that. And again, you could use a designer for that for all of those topics as well. But yeah. So this will really help your designer out immensely, or it can help you out. If you do want to take a stab at trying to design your logo yourself again, it does not need to be expensive. And on that vein of thought are actually lastly, as you're designing your logo, uh, you're just some basic criteria. You want to kind of keep in mind. You want simple, distinct, memorable strategic. And you want to ask the question, Does this appeal to my audience? Okay, go back to you know, module one, right? And I find a lot of business owners, a lot of startups, a lot of freelancers. We'll make this mistake of the design a logo that they like and that they want versus what their audience wants or their audience likes. Okay, um, and again, there will absolutely be overlap. And you should, you know, you should think that your logo is ugly, right? Likely, if your audience likes it, then you will, too. But a lot of people again, they always kind of think about themselves and what they want versus what the audience wants. So I just want to keep that in mind. But again, there can be absolutely 100% overlap toe where your favorite logos also your audiences Favorite logo. You may be thinking, well, somewhere. How do I figure out what my audience likes on their certain sites that you can use, but also referencing back Teoh earlier videos we spoke about using survey data of some very tactical examples. If you already have an email list of clients or customers, if you have, you know Instagram, you know Facebook, following all these kind of things. What you can do is reach out to your audience to say, Hey, we're going through rebranding. We would love to know your opinion. We have these two logos. Would you? Do you like this logo option better Or this one right? We're really stuck in between two. We love your thoughts or your opinions, or here's you know, so you can use that with caution, right? It depends on your brand, your audience, all that. It could be a really great, basically free ah source of market research. It's a great way to engage and create content for your audience. Yeah, it's a freeway to figure out what people want, and they feel they feel special. You know, you're connecting them with your brand through this process. So it's something that I love. I personally do this myself. I love involving my audience on every step of the process. We have very transparent brands across, You know, many different businesses that I'm involved with, so that's just a little idea. But again, it's completely up to you, and you don't need a stressor or freak out about this. It's like I said, you can. You can design incredible logo and have incredible success without a large amount of budget or even spending a ton of time on this. So you know your private Okay, great. Somebody's all sounds great, but where the heck do I get a local if I can't design it myself? Where should I go? Here are four places I would highly recommend that you look into you could ultimately determine which you would like. Generally, you know, this is kind of in terms of price point are you know, not exactly, but fiver and hatch wise, These are two very inexpensive places for logo. They could get logos. Specifically, There's also up work and free up. These air to other places upward and free up tend to be more expensive than five Orrin Hatch wise. These are all sites where they're freelancers that will basically designed your design, your logo along with other projects in case you have other products. You'd like to, you know, find a freelancer for yes, so they tend to be a little bit more expensive. However, along with that, the quality does tend to be better. So it's really up to you and up to your budget. But again, still, even with up work and free up, which tend to be the tomb or kind of expensive options out of the four again and still have a phenomenal extraordinary logo on a budget white right, which is the whole kind of purpose of this course bringing on a budget. So, yeah, that's kind of where you know what a logo is. Ah, some inspiration for you, how to maybe go about, you know, developing or creating your logo. It's not an exact process, and it shouldn't be right, cause this is a very, very creative process. So I can't give you a step by step, you know, analytical process for developing your logo. That's a good thing. Because then it's gonna help you really differentiate and really use, um, your creative juices, but shouldn't be too difficult up to this point with all the research that we've already done and strategy that we've already done. So go ahead and start creating Pinterest. Start pinning some ideas, start looking at some ideas that could be a really, really fun. I really love this step of the process, and I hope you do too. And, yeah, go out and make an extraordinary logo for yourself.