@luckmanco

luckman.co

Where did the inspiration come from? / What's your story?

Myself – I was set on becoming an independent designer, I've always made my own way through life as a self-taught designer and I've made my own opportunities against the path of what others have told me to follow. I feel like I can now support others who want to take on the challenge of creating something new for themselves.

What makes your product unique?

Luckman builds forward-looking identities, we create brands that are holistic. We're driven by versatility and multi-disciplinary design skills to bring together graphics, illustration and motion. We put blood, sweat and soul to create quality that exceeds expectations.

How does your product fill a void in the marketplace?

We offer strategic branding to companies who can't afford big consultancies. We're flexible enough to work closely with clients, so that we ensure we create business value and deeply resonate with the customers we want to connect with.

We support brands who don't have much, with a small team—we can work on projects that are both big and small and can give smaller businesses opportunities to lift their branding.

Luckman.co - image 1 - student project

My audience

Ambitious brands who want to make their own luck. Brands who care about crafted designs with a hand-made touch.

My personal brand audience

The designer's designer, the self-taught learners who have ambition to learn the craft of design. 22-30years old, they're freelancers, artisans and designers.

Skillshare Notes

A brand is an experience or elicited feeling created by a company

Nike evokes a feeling of strength of power, that you can "just do it". Chanel is classic timelessness, trust and chic luxury. And synonymous with particular locations, in this case France.
Your brand is the imprint that you want to have on the world in some shape or form, and how that is realised as a product or experience.

Finding your story: the core of your business, your reason and your why. This is the DNA of your brand and cements why you create your brand and the whole backstory of why you came to be.

Your brand's story helps keep your brand focused and consistent, in addition to being compelling to your audience. It dictates everything that communicates out of your brand.
A clear brand story articulates your brand's identity to customers even before they interact with your brand at all.
A brand story is a tool. While it should be authentic, it can just be something you see a need for. Every story needs to have a why that comes from the heart.

Knowing your audience: who is speaking, knowing where they are and how are you sure the voice you're using resonates with your customer.

Demographics: How old are they? where are they? Where do they work? What's their income bracket?
Where do they shop? How do they spend their free time? What are they willing to spend on their products? How do they like to engage with products?
Look at the brands that they love and how they're reaching their customer. A target audience doesn't need to be specific. You want your audience to be large, but share a similar capacity.

Downtown New York Woman, always on the and always a little bit overwhelmed and always looking for an experience to offset some of that stress.

Developing your voice: your voice is your copy, your communication channel.

To land on your voice, you need to have a good understanding of who you're speaking to

For us, it's like this cool big sister who has a lot of knowledge but gives it to you straight—that's the Chillhouse voice
Evoke a feeling: Think about what feelings your brand voice should inspire in your customer. Or you might want to focus on data or science-driven research instead if that's important to your customer.
Think about the brand voices that are most iconic to you and why they feel unique. (e.g. Serious vs. Playful).
A name sets the tone for your brand brand voice, as does a tagline that is a "what" of your brand, and a slogan as the "why".

Growing engagement and your audience: Content, should be created not just to sell things, but also help people be inspired and feel things that directly influence them. Speak towards different topics like the self-care category that is authentic and create a community. With no agenda or anything like that. 80% of it is creating content that serves the basic needs of people.

Consistency is key when developing content as culture is constantly evolving.
Engagement can mean different things, determine your conversion metrics, whether that's sales or follows or people appreciating what you provide. Your content should be measured up against that but you should have some authenticity and deep rooted connection between that content and the other side.
Come up with a series of (e.g. The Chill times) and post consistently at the same time each week so that people can expect what's to come and get excited.

Partnering Strategically: Find a partner that is likeminded and tap into their audience that you can convert over.

Seek out partnerships brands that are non-competitive, but have a similar audience.
In-kind Partnerships don't involve money - instead they include mutual promotion, exchange of services, etc. There are partnerships that won't create sales but is great for brand sponsorship.
Partnerships where you can exchange things that aren't funds like giveaways are great ways to collaborate that are easy.
Co-branded content is bringing two brands into one core mission, activity or visual identity/voice. It can be tricky, ask if they have a brand bible to reference. From a high-level make sure you understand each other's goals and that brands desired outcome. (e.g. Brand recognition or product sales). That will help shape that project better and what that project structure should be.
Don't write a long email, keep it short and concise, and show you're a fan of their brand.

Personal brand: Most entrepreneurs forget to work on their personal brand. Your personal brand is another tool in your toolbox for marketing to a wider audience.

Always be working on your personal brand.

It can highlight all the amazing things you're doing in your worklife. It helps to build brand trust and brand loyalty—and how you engage with your own brand is a symbol to others.
Becoming a new channel for brand collaborations, you can become another reason that people want to collaborate with you. You can get speaking gigs at events and conferences which will get your brand out to new audiences.
Your interests and hobbies make you interesting to your audience. Don't just limit yourself to your type of content, because people want to know more about the person behind the brand. And of course it all goes back to authenticity. Start slow when you're building your personal brand, being vulnerable online takes time.

John Luckman

Designer & Illustrator

19

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