Brand Strategy Bootcamp™ - Build an Actionable Strategic Plan for Any Brand (Course 1) | Scott Adam Lancaster | Skillshare

Playback Speed

  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x

Brand Strategy Bootcamp™ - Build an Actionable Strategic Plan for Any Brand (Course 1)

teacher avatar Scott Adam Lancaster, Branding Expert, Fiverr Pro & Coach

Watch this class and thousands more

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

Watch this class and thousands more

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

Lessons in This Class

    • 1.

      An Introduction To Brand Strategy


    • 2.

      The Brand Building Framework


    • 3.

      Branding 101


    • 4.

      The 5 Laws Of Brand Building


    • 5.

      The Successful Founder's Mindset


    • 6.

      The Scientific Reason Why Brands Grow


    • 7.

      Verifying Your Business Idea


    • 8.

      Work with me: Validating Your Idea (Bonus Lesson)


    • 9.

      Understanding Brand Positioning


    • 10.

      Creating Your Target Customer Persona


    • 11.

      Work with me: Creating Your Customer Persona (Bonus Lesson)


    • 12.

      Competitor Analysis To Find Strategic Opportunities


    • 13.

      Work with me: Competitor Analysis (Bonus Lesson)


    • 14.

      Choosing Your Brand Archetype


    • 15.

      Work with me: Choosing your brand archetype (Bonus Lesson)


    • 16.

      Developing Your Internal Branding - Purpose, Vision, Mission, Values & Tagline


    • 17.

      Work with me: Developing your internal branding & brand positioning (Bonus Lesson)


    • 18.

      Confirming Your Brand Positioning & Your Project


  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.





About This Class

So you want to develop a successful brand strategy?

If you're an ambitious founder & entrepreneur, you'll likely want to do things right.

But starting a brand can be complex.

There are so many moving pieces.

And so much to think about.


How do you know your strategy will work?

Well what if I could guarantee your brand's strategic success?

And all you need to do is follow our step-by-step process.


This is my guarantee to you.

If you're not 110% confident that your brand strategy is perfect by the end of this course, I'll support you and help you finish it personally.

I can make this promise because I've been using the exact methods in this course for over a decade now.

And my proven framework to help any entrepreneur create a successful brand strategy has helped create, develop and launch thousands of brands over the years.

Many generating millions in revenue and often being out of stock due to overwhelming demand.


You're going to learn:

  • How to clearly communicate your brand's purpose, vision, mission, values & tagline.
  • A proven scientific formula to grow your brand successfully.
  • How to build insightful customer personas to communicate with your target customer effectively.
  • How to strategically out-think other brands & competition.
  • The 5 definitive laws of brand building.
  • How to develop a founder's mindset needed to build a successful brand.
  • How to verify your business idea and position it perfectly in the marketplace.
  • Which brand archetype if ideal for your brand, to give it character and personality.


This course will teach you how to develop a brand strategy that actually works.

And best of all, this course is the first of our 5 course Brand Builder Pro 2.0 Program to help you build a successful & desirable brand from scratch.

The program has been developed to guide you step-by step through every stage of creating your brand.


Other courses in the Brand Builder Pro 2.0 Program include:

Visual Brand Expression (Course 2 *Now Live*)

Digital Presence & Website Development (Course 3 *Editing*)

Strategic Marketing (Course 4 *Editing*)

& Brand Management (Course 5 *Editing*)

Don't worry. We will guide you every set of the way.

So just sit back, relax and enjoy our proven process.


I look forward to seeing you very soon.

Scott Lancaster, Founder of Clementine House Branding Agency


Improve your Brand's Website with HotJar:

Build A Fully-Branded Website with Webflow:

Meet Your Teacher

Teacher Profile Image

Scott Adam Lancaster

Branding Expert, Fiverr Pro & Coach


Our mission is simple.

To make world-class design & brand education accessible to everyone.

All revenue made from our courses will be reinvested into creating new educational content, courses & resources to help you.

Any questions should be sent to

See full profile

Level: Beginner

Class Ratings

Expectations Met?
  • 0%
  • Yes
  • 0%
  • Somewhat
  • 0%
  • Not really
  • 0%

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.


1. An Introduction To Brand Strategy: The difference between a successful brand and a brand that fails miserably is simple. The brand with the best strategy wins every single time. Before you start worrying about logo design and colors and brand naming, you need to first understand what your strategy is and how you're going to win. Do you know that feeling when you see a brand for the first time and for some reason everything just feels right. Well, this isn't by accident. And the reason that you feel so much trust and desire towards this brand is simply because you feel like the brand is speaking directly to you. This Strategic Branding course is the first of five courses within our brand building program. Which covers everything that you need to know to start, manage, market, and develop an incredible brand. Both myself and my team at Clementine House Branding Agency have worked with thousands of founders, just like you, to help them build the perfect brand strategy for the company. I've also been lucky enough to teach over 20,000 students the art of strategic branding through my online school, the Lancaster Academy of Design and Brand. And everything that I've learned over the past ten years of working with founders, just like you to build successful brands that can compete effectively in the marketplace. I'm going to share with you in this course. I'm Squat Lancaster and welcome to my Strategic Branding masterclass. 2. The Brand Building Framework: And so what will you learn in this course? Well, first and foremost, you'll learn I have a terrible sense of humor, but you'll also have more knowledge and an understanding of branding. Better than 99% of other founders around the world today, which as I'm sure you can appreciate, isn't a bad advantage to have now, I've been a branding consultant for over a decade now, and I've worked with companies of all shapes and sizes, including Fortune 500 companies. And ambitious start ups with founders just like you, who are looking to build a brand from the ground up. Well, the strategic frameworks that I'm about to teach you have been used to build thousands of brands over the past decade. But why does having a brand strategy make it more likely that the company is going to be successful? Well, it all comes down to communication because we like to buy from companies and businesses and brands that we feel connected to and that we feel understand us. And this is a result of brand simply understanding who we are and what we want. We'll dig a little bit deeper later on, but what I need you to understand is anybody anywhere can build a brand that can connect directly with their customers. But only if they follow the proven strategic process to build a brand that can communicate effectively. Now please don't worry, we're going to cover every single step of building your strategic brand over the next few lessons. And I've broken things down in a way to make it super easy to follow. But before we get started, make sure you download your Lancaster Academy Brand Guidelines so that you can fill it out throughout the course. Because within the Strategic Branding course and all the other courses to follow, we need to make sure that we fill in specific pages in a certain way. And I'll be going through this with you very carefully with in H lesson. So please do not worry. Now, this course focuses solely on brand strategy. Which is the most important part of the brand building process. Now, before we actually start developing your brand strategy, we need to cover some very important topics. So we'll be covering things just to make sure we're completely on the same page. Such as what branding actually is, the five laws of brand building, the scientific reason brands grow whilst others do not. We'll define brand positioning and we'll finish off with some common mindset traits that all successful founders of brand share. Now once we're all on the same page, we'll start to develop your customer persona. This will help us develop the perfect representation of what your target customer looks like, allowing you to communicate more effectively with it through your branding and marketing in future. Next we'll dive into competitor analysis, where we'll essentially look at the strengths and weaknesses of each of your competitors. To spot opportunities where you can compete more effectively and steal valuable market share. Which will lead us on nicely to choosing your brand archetype, which is the foundation of any strong strategic brand. And once we have your brand archetype in place, we'll then move on to developing your brand purpose vision statements, mission statements, values, and finally your tag line. By following these steps, it will allow us to confirm an effective positioning strategy for your brand. To allow you to connect better with your target audience and to compete better with your competitors in your marketplace. And also give your brand a reason to exist beyond just financial gain. And once we've confirmed your positioning strategy, you'll have everything that you need to move on to the next stage of the brand development process, which is ultimately going to be things like your logo, your type face, your color palette, and all that good stuff. Now, as I'm sure you're fully aware already, we have plenty to get through. So let's get started and I'll see you in the next lesson. 3. Branding 101: And so what is brand? Now, I know people think they know what brand is. But it's a little like me saying that I understand my wife. I mean, I think I know, but in reality, I have absolutely no idea. I guess what I'm trying to say is branding is a little more complicated than people think. There's a simple answer and then there's a slightly more complicated one. Now let's cover both, because if you're going to build a successful company, you need to understand what branding truly is. So let's start super simple. Branding is a subjective feeling someone experiences regarding your brand or products. So when someone talks about branding or building a brand, what they're actually saying is they're building a perception or a feeling around their business or company. So that when a customer thinks about a brand, they perceive and feel a certain way about the company. Take this advert from Nike, for example. This is one of the first marketing campaigns that they launched in 1977. The idea was simple, connect with people who loved running and who felt that run us high on a regular basis. Which you can see from the ad copy that Nike used. Now notice, the picture used in the advert doesn't even clearly show the product that Nike is selling. But instead, it focuses on the emotion that Nike wants you to feel and associate with the brand and their products. Marketing's job is to get somebody to buy something from you. Branding's job is to get someone to feel a certain wear whilst they do it. But how do we create these feelings and also, why do we feel a certain wear about specific brands? Well, this moves on to the less simple answer and the scientific reason why humans neurologically develop emotions and connect them, brands that they buy from. Now we'll actually dive into the science a little deeper later on in the course. But ultimately it all comes down to simple physics. Because think about it this way. In order for a brand to create a profit, they need to get you to buy something. And in order to sell you something, they need to sell you something that you need or desire. Or they need to provide some sort of value to you. And for you to desire a product, I see it as valuable. You need to trust that the product that you're about to buy will meet your expectation. And if we take a step back and think about what building trust actually is, it's essentially lots of little positive associations built up over time. And this creation of emotion and feeling and this building of trust is something that you can achieve with your company if you follow the proven frameworks in this course. So by following the frameworks we're about to go through from start to finish, you're not only going to know how to build a successful brand, but you're also going to know why it's working. For example, think about someone that you trust in your life. It could be friends, family, or just someone that you know. Now, the reason that you trust that person is because over a period of time, whether it be longer or shorter, depending on how much you actually trust them, they have exceeded or met your expectations more often than not. And this generates this reassurance and trust that you can depend on that person if you ever need to. And these positive associations that come together to help us build the trust for this person or company are all generated through our five senses. Those being sight, hearing, smell, taste, and touch, for example. From a branding standpoint, Mcdonald's is probably the brand that does this best. For example, think about why they developed the Happy Meal product. The Happy meal was strategically created to give children a reason to want to come to Mcdonald's, therefore forcing the parents to take them there so they can build up positive associations with the food, with the smell, with the experience, and most importantly with the toys. These little doma, main hits that the children get when they actually go to Mcdonald's. Still there later on in life when they're adults and they have more disposable income. These positive associations and memories all come into play when you're peckish and you just want something fast and easy. Why not get a Macdonald's? Because you know for a fact that they're always going to meet your expectation. All the memories and thoughts that you have towards certain companies have been strategically engineered by the brand itself to build that perception so that you actually think about the company in a certain way. Brands will develop aesthetically pleasing photography to appeal to our eyes and sight. They'll peer millions to be able to play popular music in their stores to make you feel happy and joyful as you're shopping. They'll even use clever tactics to get you to touch their products whilst in store to give you a sense of ownership. Also, have you ever wondered why supermarkets always put bakeries at the front of their store so that the smell of freshly baked bread and cookies is wften under our nose as we're just about to start shopping. This isn't by accident, which is why my wife uses this as an excuse to buy every single snack possible during a shopping trip. Which if she's watching this, I know I eat them, but it's not okay. Give me a cookie. Last week, it was amazing. Do not encourage her. Anyway, we'll learn more about how you can grow your brand using the different senses later on in the course. But right now, even just covering these first few lessons, you know more about branding than most people on the planet. And the best part is we're just getting started babies. So I will see you in the next lesson. 4. The 5 Laws Of Brand Building: The 22 Immutable Laws of Branding. One of the most famous books on branding still today. But let's be honest for a second, the 22 laws are great, but they're not really actionable for someone just signing out a brand at the very beginning of their journey. And most of these laws are only actually useful for established companies. So it's kind of like me finding the ring for my wife before I've ever met my wife. But you already have a wife. I know. I'm aware of that. And you already give her a ring. Okay. Thank you. Yeah, but the ring you got her has a tiny diamond. I think she'd like something a little bit bigger. Well, it's a great shame she didn't marry you than, isn't it Romeo? As I was saying, you're an entrepreneur just starting your brand building journey. So it's super important to keep things as simple as possible at this moment in time. So I carefully selected the five most important lessons for you personally that I would focus on. And these are the five that I've personally implemented into my own businesses. Because in the 21st century it is super hard to stand out from the noise. The customers that you're trying to sell to have never had more options. So it's even more important for your brand to stand out. And that's why it's never been more important to have one product focus. Nike started just selling rudning shoes. Apple with personal computers, Amazon with books, and Mcdonald started just selling burgers and fries. Chicken filler still limits the amount of items that they sell on their menu because they understand the power of the one product focused approach. The list of brands that started this war is endless, and this is why you should too. First, the one product focused approach allows you to get really great at selling just one single thing. This allows you to cut costs, channel all of your resources and energy into one single product, and therefore become as profitable as possible, as soon as possible. This cuts down all unnecessary costs and waste and allows you to focus on just selling one single product. And become known for being the best in the market for that one single product category. It also allows you to channel your energy and resources far more effectively. And by doing those things, it's going to allow you to get new customers far cheaper and easier. Which ultimately allows you to be more profitable, far quicker. It's almost always better to be the best at one thing than to be just average at lots of things. Which takes us on to the next brand building rule of either being the first in a category or creating your new product category. Now, Airb and B was the first to create the concept of renting your spiral room out to strangers. And at the time, this was a revolutionary way of booking accommodation. And this meant Airb and B had essentially a blue ocean, which means that they had no competition to compete with within the marketplace, being because nobody else was offering the same type of product. Red Bull, the energy drink, which I'm sure you're fully aware of already, is another example of how a founder took an idea and created a new product category in Europe before others joined the party. The founder discovered Red Bull whilst on a trip in Asia, and he brought it back to Europe because he knew that there was nothing on the market within Europe at that time. So it's not a case of revolutionizing a market or creating something completely new. But you can just do something slightly different, which gives you an edge and a reason for customers to buy from you because there's nobody else offering the exact same thing. For example, you could be a jewelry company selling jewelry inspired by something super niche, like storcism, for example. If you can create something just a little bit different that nobody can get anywhere else in the market, then this is going to be a massive advantage when you sell to customers. Now later on in the course, we're going to be developing your brand purpose, vision, mission statements, values and tag line. And these are all things which can work together to help you come up with the word that you want to be associated with your company. Think of any huge brand out there. And then think about a word that actually describes that particular company. The reason that you think of that particular word and associated with that company is because you've been exposed time and time again by the brand themselves. Of them actually building an association between their company, what they stand for, and what that actual word means. For example, think about Apple and innovation and creativity. Or it could be even Starbucks and coffee and warmth, and maybe Amazon with the words everything. And customer service. Now don't worry, we'll get a chance to find your word for your brand a little bit later on. But I just wanted to mention again that it's super important that as we go through this brand building journey, we strategically clarify everything about your brand so your communications are really clear and precise. And that is why the colors that you use for your brand are super important too. For example, if I show you this blue, which brand comes to mind? Now, this isn't an accident, Tiffany. And have been using this blue since 18, 37. And this is the power of pioneering just one color for such a long period of time. It gradually becomes associated with your brand and company. Now your brand colors are more about brand expression. And this course is more focused around your communications as a brand and your strategic internal branding. But the last laws of brand building, which I think are just as important as any that we've mentioned so far, are the laws of singularity and consistency. Now, none of these laws work if you just do them once. And I'm sure you're fully aware by now that if you don't do anything in marketing or branding consistently, you're not going to be able to build those positive associations and trust over time. But before you're consistent, you need to make sure that you're communicating everything effectively and that everything that your brand says and does is crystal clear. And your brand's purpose, your tag line, your vision statement, your logo, your typography, your brand color palette, your website, your photography on the website, everything has to align perfectly to make sure that you are communicating that single message and reason for existing beyond financial gain. So that customers are going to emotionally connect to you as a brand and then ultimately buy from you and trust you by getting all of those things in place, working perfectly together, and doing their job in the right way. This is going to give you that feeling where everything just feels just right. And this is the exact same chemical release in our brain when we meet a person that we really connect with and maybe love. Or when we achieve something super challenging, or even when we've been super hungry for a long time and we finally get that slice of cheesecake. Anyway, without further delay, let's move on to the next lesson and let's talk a little bit less about cheesecake this time. 5. The Successful Founder's Mindset: Think about the founders that have brought their vision to life. People who we both know, that have built brands that are loved around the world. Think Steve Jobs, Saba Blakeley, Elon Musk, Ariana Huffington and Howard Schultz, for example. Now these founders all had a very specific mindset as they were building their companies. And we all know that not everybody possesses that type of mindset. But the secret is that this mindset can be taught and learned, and that is exactly what we'll be learning in this very lesson. And the person who we're going to be studying and learning it from in this very lesson. Bernard al no, the owner of the LVMH group and one of the richest men in the entire world now, over the past decade of working with thousands of different founders, I've learned which common traits are generally in the minds of the founders that are most likely to succeed. And these are the three common traits that I found in the minds of founders that have went on to have incredible successes with their brands. And if you want to be successful, you're going to have to adopt these three common traits too. And the first of those traits is patients. Now Bernard's patience is something that helps him tremendously when building luxury brands. Now when he tried to buy Tiffany and Cohen 2018, he took a very patient and systematic approach. Which essentially ended up delaying the entire process and causing an awful lot of pain to Tiffany and their employees and directors. So even though he could have literally got the deal done in no time at all, he delayed it and made things go extremely slow so he could get the brand for a cheaper price. This caused Tiffany and Co an awful amount of pain and financial loss. Now it's said that negotiations are often won by the person who cares least. And even though Bernard Lna really wanted Tiffany and Core as part of his strategy, never let them know how eager he really was. He played a long patient game And let Tiffany and Co struggle and suffer until they were ready to sell to him at the lower price. Now you could use this exact same approach with suppliers, for example, on a slightly smaller scale, obviously by essentially playing two supplies up against each other and letting them know that you are not set on just using them. Which is ultimately going to allow you to negotiate a better price per unit for your product or whatever you're buying from them. Which takes me on to the next commentary that I found with founders that are extremely successful, which is having a long term vision. Bernard knows that as he built his portfolio of brands for LVMH, he needs to think big. He needs to diversify and select brands that are not only located in different geographical locations, but also brands that sell different types of products. Tiffany and Co was the first brand that Bernard bought that was based in the US. So they had a strong US customer base already. And they were also the first brand that he bought that was focused on high quality jewelry. Now this was something that none of the LVMH brands were producing or selling at the time. And slowly but surely, he is essentially building a diversified portfolio of brands and products that he can sell at luxury profit margins where he can basically just reap the rewards of knowing that he owns the ultimate option in every single category no matter what you're buying in the luxury sector. And lastly, one of the things which I'm sure you're already fully aware of, which Bernard definitely does very well, is to think multiple steps ahead. Now, the key to Bernard's success has always been to have a really solid strategy, which we're going to be building for you in this very course, very, very soon. But then one thing that Bernard does really well and better than most is he actually executes on that strategy perfectly. And Bernard has stated many times that his job at LVMH is to think 20 years into the future. Unlike most CEOs, he isn't worried about the public share price or quarterly sales figures. All he focuses on is creating the best quality and creative products that he can sell at luxury price points. So it's really important to always think multiple steps ahead. Now if you're looking to build a brand, then you likely have an idea which you want to bring to life. And then the very next lesson, we're going to validate that idea before we start building out your brand strategy. Don't worry, it's super simple. And I'll be with you every step of the way. So I'll see you very soon. 6. The Scientific Reason Why Brands Grow: You know, the brands that you just can't stop buying. Do you know why that is? Well, in my wife's case, she just likes buying stuff with my credit card because it makes it more bearable to steer with me, apparently. But what if I told you you could use a highly effective strategy for your brand to get people to buy from you constantly and it's free. And on top of that strategy is going to allow you to essentially brainwash your potential customers into seeing your brand as being the most desirable option every single time they need your product or service. Well, as we covered briefly before, every single purchase you've made in your entire life has followed the exact same process. Basically, you had a desire or a need for a particular product or solution. That desire or need was created through your memories, preferences and thoughts. And those memories and thoughts have been generated through your senses being sight, hearing, taste, touch and smell. And in some way shape or form the signal that your senses picked up on to create that memory or thought was strategically generated by the brand that you ended up buying from. You see, in order for us to buy from a brand, we first need to understand and know that the brand exists. And we're also more likely to buy from a brand that we trust and that we see as a less risky option. And as I said before, trust is essentially just a string of positive associations which have built up over time to give the feeling of reliability, safety, and ease. So if every thought and memory that we have about a brand has been generated by one of our five senses, this is where things get super interesting for you as a founder, because memories and thoughts can generate energy which ultimately result in sales and profit. And this is why brands try to appeal to as many of our senses as possible. So what does this mean for you as you're trying to build your brand? And how can you use these strategies to help your brand grow and be successful and Well, if you want to use the same strategy, you need to make sure that throughout everything that your brand does, you need to keep in mind that you should be appealing to as many of the person senses as possible. This could be tiny little things, like maybe making sure that the packaging feels nice when the person picks it up in their fingers. Or maybe there's a little bore wrapped around it. Or maybe you spray a little bit of perfume inside the box if you're in a commerce company to let a waft of beautiful fragrance escape from the box when the person opens their package. Little things like this, little details like this make all the difference. And these little positive associations build up over time to make sure that the customer always thinks of you when they need your product or service in future. And the more signals you can put out to your customers, the more memories and thoughts you can generate in their mind, which results into energy, and then ultimately ends up in purchases and profit. And by putting out the correct signals to your customers and putting out more and more over time, you can generate more memories, more thoughts which ultimately ends up in generating energy which then results in seals and then profit. Now, how do you know which signals to use to create the right memories in your customer's mind? Well, this all begins with developing your brand strategy, which we'll be getting to in the very next let 2 seconds. Okay. Hello. Yeah, this is Scott. Who's this Scotland caster. The bank, but 55,000 pounds in debt. Listen, I think there's been some sort of mistake. I've never even bought a Louis Vuitton bag or a cardi. Your necklace. Hello, wait a second. Yeah, I do remember, actually. Hi, darling. Yeah, never mind. Thank you. Thank you for letting me know. Bye bye. That's a lovely handbag of necklace, darling. Anyway, I've got something I need to sort out. I'll see you in the next lesson. 7. Verifying Your Business Idea: Now before you invest all your energy and money into building your brand, let's validate your idea. First, we'll cover this in two steps. The first step being, what problem do you solve? This is why product market fit is so important. Because the brand that is selling something that someone needs is always going to be more successful than the brand selling something that someone just wants. Let's take data apps for example. Most people hear them including me. So why do people still use them to meet strangers? Well, the truth is, dating apps solve some really big problems, like, for example, social anxiety when meeting new people, not having time to meet new people. Maybe you're limited to a small network of friends, or maybe you're just not really that confident, you're quite shy when you first meet somebody. Dating apps take away all of these pinpoints and offer a solution to help you connect with new people easily, whether it be romantically or whether it be just finding someone for an adult sleep over on a lonely Friday night. These dating apps allow anyone to connect with new people anytime, anywhere, seven days per week. Another great example is mail kit delivery services. Because think about it. Most people and most families especially, are short on time. They're short on energy. And the last thing they want to do after a long day at work is come home and have to prep an entire meal from scratch. People don't want to spend all their spare time cooking, so that's why mail kit delivery services are a great solution. They make sure you have all the ingredients you need in the right quantities, delivered, prepped, and ready to go. And this makes cooking really painless and saves so much wasted time, energy, and waste. Essentially because you get exactly how much food you need for the recipe, for the amount of people that you're trying to feed. The question that we need to ask ourselves is, what problem does your product solve? Because writing this down in your official Lancaster Academy Brand guidelines document is the first step to build in your strategic brand. On this page of the document you'll find attached to this course, fill in what the problem is that your product or offering will solve in the box next to it, which is the second part of this lesson. Make sure you write down how you're going to solve that problem. For example, if Airb and B is going to fill in those two sections, it would look a little something like this. We solve the problem of finding short term lodging and accommodation in a flexible and more affordable manner. We solve this problem by finding diverse and affordable lodging options by operating an online platform that connects travelers with hosts offering a wide range of accommodations. Now take your time doing this because it's super important that we set the direction properly in the beginning. I know it may seem a little bit trickier first, but trust me, it'll be worth every second. Because once you have these two sentences crystallized in your mind, it will make it so much easier to make decisions going forward. It's a little like when you have a completely useless employee and you're considering firing them. What? Who's getting fired? Really though. I'll see you in the next lesson. 8. Work with me: Validating Your Idea (Bonus Lesson): Welcome to the first of bonus video where I'm going to be working through the brand guidelines with you to actually help you complete yours to the best of your ability. Now don't worry, it's going to be super simple and I'm going to be with you every step of the way, so do not worry. Okay, let's dive into my computer, which basically has the exact same slide as you for the idea validation phase. Now, the problem that we are trying to solve, as I'm sure you've already watched in the previous video, is simply what positive impact we're trying to have on the world. Okay, now for me personally, I have always wanted to create a jewelry brand. And I actually really like Stoicism. I think that I am going to create a brand ad Stoic philosophy. Stoic philosophy is something which I personally have always been drawn to. I've always thought that it has held quite a significant place in my heart. And it's really helped me to mold my values and move forward in life really effectively, especially when times are being hard. I think that's what I'm going to do. I think my brand is going to be stoic philosophy related. I think it's going to be based around jewelry. Primarily, we're going to have a single product focus on necklaces. I think necklaces are going to be the easiest to ship, to manufacture. And also as well, it's one size fits all. For example, with a ring, you would need lots of different sizes and lots of different skews, right? So I want to make sure that my business is as simple as possible and as efficient as possible in the very beginning. So I'm going to go with stoic related jewelry which sells necklaces. Okay, so let's start with that. What does storcism actually mean to me? And what impact that I want to make in the world? Let me think the problem you're trying to solve. If I think about my personal problem and how Stim helped me, I think that Stim helped me to be calm, to find peace of mind and to ultimately be a better person. This is the approach that I'm going to take here. I want to help people to be the best of themselves, to find calm, peace of mind, and happiness in life should be aspired to be the inspired to reach their highest potential. And be, I can't say the same thing twice, right? Highest potential. And treat others how the wish to be treated. Okay? So that is the problem that we are trying to solve. We are ultimately going to be inspiring people to be the best version of themselves, which is pretty nice. I like that. But how are we going to solve that problem if the problem that we are trying to solve is to ultimately help people to be the best version of themselves, to find calm, peace of mind and happiness in life. How are we going to do that with Stoic jewelry? Well, I think that a good way to start may be to take Stoic quotes that are very popular, and then design jewelry based around those quotes. If that's even possible, let's try that. We will design and create unique jewelry. Stoic jewelry, which reminds people of the Stoic values. This can inspire and keep the person on the right track. Helping them to make better decisions and lead a more stoic and balanced life. Not letting their emotions get in the way of their progress and connections with others. I quite like that. Okay, so just to summarize everything, we have our idea validation phase of being the problem. That is to help people with the best version of themselves, to help them find calm, peace, and happiness in life. They should be inspired to reach the highest potential and treat others how they wish to be treated. I like that. That is the problem that we're trying to solve. We're trying to help people to become the best version of themselves. How do we do it? We design and create unique Stoic jewelry, which reminds people of their Stoic values. This can inspire and keep the person on the right track, Helping them to become better, make better decisions and lead a more stoic and balanced life. Each piece is limited addition that inspired by a popular stoic quote, that's it, we're done. Awesome. So that is the finished article for me, personally, for the idea validation phase. I guess that's pretty much it. I look forward to seeing you in the next bonus lesson when we'll be working through the next slide in your brand guidelines. I'll see you there. 9. Understanding Brand Positioning: Do you ever wonder why brands use tag lines? Like to the point where you literally research every single tag line and brand positioning strategy since 1910. No, just me. All righty then. So a brands tag line is essentially a brands positioning in the simplest form possible. Kinda think about some of the tag lines that top brands use. We've got Nike and just do it Apple. And think different, we've got Disney with where dreams come true. But what do these tag lines actually do for the brand? Well, they help the company capture valuable real estate in the mind of their target audience. Ultimately, you have to own one word or phrase. And the reason for this is when someone thinks about your brand or company, you have to have an associated word or phrase that instantly comes to their mind as well. So that they have a reason to actually choose you as their option when looking for your service or product. So for example, if we wanted to take the three brands that we've just mentioned, Nike, Apple, and Disney, and boil everything that that brand stands for into one single word. What would those words be? You could argue that Nikes would be motivating apples, could be innovation, Disney's could be dream. Now, the question you're may be asking yourself right now is, okay, Scott, I understand that Apple, Nike and Disney have their words, but what about me? How can you find the perfect word or phrase to associate it with your brand? And well, there are two ways that you can go about finding it now. The first way requires 362 precisely cut pieces of paper in which you basically go through the dictionary and write random words on every single one of them. Put them all into a massive fish bowl, fish around a little bit. Pick one out, and then you have it. You have your word. Now that could work. But the second option of going through our systems and frameworks to ultimately find perfect word and phrase to pair with your brand to make sure that it symbolizes everything that you stand for perfectly is most likely going to be the best option. But just to clarify, that's what we're looking for. We're looking for a word or a phrase that can stick in the customer's mind that's different to everything else going on out there in your market, in other markets to make sure that the customer remembers your brand for what you want to be remembered for. Tesla, for example, have really did a great job of linking themselves with the term sustainability, as have Amazon. With basically being the everything store linking to the word everything. Whereas Coca Cola, as went for linking with the word happiness. And Red Bull seems to be literally the word on everyone's lips when you think about energy. Now, can you see how these words and the brand names link together perfectly when they're paired together? Now this is simply because the brand has carefully selected that particular word based on their target audience, based on their competition, and based on their reason for existing beyond financial gain. And if you're not sure about what makes your brand special or what your word or your phrase is, just yet, do not worry. We're going to cover everything, the next couple of lessons as we start to build out your brand strategy. And what better way to start than learning how to develop the perfect customer persona so you can learn how to communicate more effectively with your target audience. And connect with them so they desire your brand more. And best of all, we're going to be learning from one of the founders who built a $48,000,000,000 brand. A brand that took 7.2% market share of one of the most competitive industries on the planet in a very short space of time, I wonder if you can guess which brand I'm talking about, but let me give you a clue. Yoga. 10. Creating Your Target Customer Persona: Now if you haven't guests already, we're going to be taking a page out of Lulu Lemon's book because they, as a brand, understand their target audience better than anyone. Now apart from that, why would I choose Lulu Lemon as the example to show you how to create a target persona? Well, out of every brand out there, Lulu Lemon stands tall as one of the best examples as they understood exactly who they were trying to sell to from the very beginning. And this is one of the two key things that helped Lulu Lemon grow so fast. And the second thing is they had single product focus. So they only sold one type of product, which were the super tight yoga pants, which really enhanced the ladies. So where do we start when we're trying to craft your customer persona? Well, first, we need to know who we're trying to target. Now at the moment, we've already confirmed what problem you're trying to solve, and we also know how you're going to solve that problem. So the question we have to ask ourselves now is, who has that problem and who needs that particular solution more than anybody else? Now notice who I said more than anybody else. And this is where so many brands go wrong. Now, while this is leaning a little bit more into marketing, which is a little bit later on in the brand building process, we need to touch on it briefly because we need to understand what we're doing. You may have heard the term before. If you market to everyone, then you market to no one. The first step, before you even try to understand who you're trying to sell to, you need to make sure that you have it drilled into your mind that you only need to learn how to sell to one specific type of person. I know it sounds counterproductive, but if you take one thing from this entire course, let it be this. Narrow your scope down to one single type of person and learn how to expertly communicate with that target demographic. This is what all smart brands do. They target the person that is going to either desire their product most or is going to essentially give their product the most awareness and the most exposure. And then they pinpoint all of their efforts and resources. Targeting and communicating to that type of person. Now don't get me wrong, other types of people will end up buying your product and services. This is called the spillover effect in marketing. And the spillover effect is essentially a compound in effect, where you have one positive association or you put one positive effort forward and you get a benefit from that particular effort or association. For example, if Lulu Lemon targets women who are successful, independent, have disposable income, who are sexy, who are fit and healthy, and who own their own condo. Then other women who aren't quite up to that standard or have that level of freedom and that standard of life, we'll desire to have the same products as a woman who is in that position. So what does this mean for you? And I'm going to sound like a broken record here, but number one, sell only one product, I cannot stress that enough. And number two, sell to the most desirable person. Okay, cool. Now we've got that out of the way, let's start actually building your customer persona. And just so you have some additional guidance and support in regards to actually building your customer persona, I'm going to add an additional lesson after this one which is completely unedited, which is simply me actually building a customer persona in real time. I just want to make sure you have all the support you need. But without further ado, let's start covering section within the customer persona sheet now. Remember, we've already covered what problem you want to solve. So the first step is to actually understand who needs that problem solving. So we need to imagine what type of person would actually have that problem. And then we can start with the really simple stuff. So if we're creating this character, we need to give them a name. We need to think how old they might be, what is their status? Are they married, divorced, single? You? Are they dating? Do they have any kids? Do they have a dog? Where do they live? You know, why do they live there? What type of home do they have? Do they have a condo, a house? Do they live with their parents? All of these things, which are already structured out in the sheet that we've gave you, is going to help you to really start to craft an idea in regards to what type of person we're trying to sell to. And this in turn, will give you a little bit of an idea and insight in regards to how that person spends their time. And once we have the basics in place, we can then start to craft a story around this person. This is why we really have to put ourselves in that person's shoes. And this section should essentially cover things like what does their A look like? What are their habits? How do they actually spend their day? What types of things do they do in their spare time? What is their feelings like throughout their Y? Do they like their job? Do they not like their job? Do they feel like they're underappreciated at work? All of these things go through a regular person's mind on a day to day basis. We need to pick up on that, we need to get into the mind of the customer and then write it down as clearly as possible. And you need to ask yourself questions in regards to what that person's data might look like. Are they busy or do they have a lot of time on their hands? Are they quite impatient or do they, you know, not really care about getting things very fast or very quickly. All these little things are going to really help you to kind of create a character almost. So that you can then understand the type of person that we are going to be communicating with a little bit later on. Because we all know the more you know about somebody. The better you can connect with them. And a really great way that I find to research people and try to get a really good idea of what type of character might be interested in the problem that I'm trying to solve is look at things like social media. Think of people that you know. Think of people that you may have came across that fits the criteria that you will want to sell to in future. Use your experience. Even go one step further and go out and actually speak to people about the problem that you're trying to solve and ask them their opinion. You're going to get a lot of answers and the more clarity that you have at this point, the better. It's also pretty important to think about the pinpoints that the person that you're trying to sell to has that's going to force them to buy your product. Well, I shouldn't say a force, encourage them to buy your product. Now think of this story as kind of like an insight into their day to day life, their every day decisions and habits. For example, as I said before, do they like expensive coffee or inexpensive coffee? Do they talk to people generally when they come to work? Or do they just keep themselves to themselves? Are the introverted, extroverted? All these things, just get it down on paper and write down as much as possible. Really start to create this character in your mind. Now the next step, once you finish the story, is to find four logos from brands that this person would be associated with. So for example, if you can see that person using an apple computer, then the apple symbol there, If you can see them drinking a Starbucks as opposed to a cheaper coffee, then put a Starbucks symbol there. You're essentially collecting a couple of brands that you feel that that person would already be interested in. Next, you need to take a little bit of time to summarize this person up in just four words. Now, this could take a little while, but take some time to assess the person themselves, their story, the brands that they are associated with, what's important to them. And then write down four words to describe them. No more, no less, just four simple words to describe that person in the simplest way possible. You are they smart, elegant, stylish, caring, loving, innovative, all these things. Just pick four words and stick with them. Once you're happy with them, we're ready to move on to the next stage. So last, but by no means least once, we have the four brands in place, we have the four words in place, the story, and the basic info. The last step is to decide where this person is spending their time on social media. Unfortunately, we do spend a lot of time on social media. Even if we don't like the platform, we are kind of addicted to it at this point. So figure out where this person spends most of their time. Do they spend more time on Instagram? Do they spend more time on Pinterest, Youtube, Tiktok. Depending on their age, their interests, et cetera, et cetera. You're going to know this better than anybody else. So choose two or three platforms, or even just one, if you feel they're only going to be interested in one and put that icon which is already in the document ready to go for you on their customer persona. Now, if you've been following along in this lesson, then your customer persona should be coming together quite nicely. And by now you should have a much clearer idea in regards to the type of person you're going to be wanting to sell to connect with and ultimately what their Pin points are, so you can sell to them more effectively later on down the line. Trust me, this is going to be absolute gold for you when you get to the stage of building your visual expression, your marketing, your product development, and your brand management, which is later on in the brand building process. But now we have your customer persona in place. The next step is to analyze your competitors and find their strengths, and most importantly, their weaknesses, so we can find opportunities to beat them. I'll see you in the next lesson. 11. Work with me: Creating Your Customer Persona (Bonus Lesson): He just another bonus video with me so I can help you work through your brand guidelines and get the best possible result. In this video, we're going to be focusing on your target customer, Psaona. This is the type of person that we want to appeal to with our brand within our brand strategy. Let's dive right in in regards to our target Psa. We are basically looking to appeal to a very specific type of person. We've already confirmed that we want to connect with someone who is really going to be able to get behind the problem that we're trying to solve, also is going to be interested in jewelry and storcism. When I'm thinking about a target persona, the first thing I think about is, am I going to be appealing to both genders? Or just males or females? Who am I going to be trying to speak to? I always think that it's easier to appeal to one single gender. Because ultimately, for example, if I ever want to do a photo shoot, which is the brand expression stage, I will have to pay for two models. As a start up, you don't really want to be paying for anything more than what you need to think that I want to just check actually. And again, this is just real time. I'm just kind of figuring this out as I go. Jewelry sales are mostly males or females who buys more jewelry, Most purchasly done by men because as what's engagement rings? Okay, Okay, so what about necklaces? What about necklaces? Necklaces. Who buys more necklaces? It's going to be women, right? I'm assuming. I probably shouldn't assume, but I think women are more inclined to buy earrings. Okay. So there's some statistics here. I've actually been on this page before to do some research, but I can't remember what the stats were. There's got to be some graphs or something, right? Because I'm not reading all of this. There's so much stuff here, okay? Okay. Jewry. Here we go. 64% 64% are necklaces but mostly earrings. Earrings are one size fits all, but I'm want to stick with necklaces for this particular circumstance, it seems to be quite heavily women. Right. Okay. So the demographic is 25, 34, which is good, and it seems to be based in America, but also as well marriage, Julie buyers by gender. But the thing is that article that we just mentioned before did say that most of the male purchases were engagement rings for the women. Do we go with women or men? Listen, let's go with women because I have a lot of faith in the fact that if we go for women, we're going to be able to knock this out of the park and create a really elegant, feminine brand. Let's do that. We are going to call our target persona, Julia. This is Julia. Julia is 34 years old. No, no, she's 33 years old. 33 years old, She's a female. Okay. Status? Julia. She's 33 years old. I think she is engaged. So, she's engaged. She's had a long term boyfriend. She's engaged. She wants kids, but does not have location. She's from New York. Why not? Because if anyone needs docs, it's people in New York, right? They need to be very balanced, right? There's a lot going over there. She works in marketing, works in marketing. She loves marketing. And her income is 40-50 ker a year, actually. That's nowhere near enough in New York, right? 70 to 80 year. She works in a nice marketing firm and she does very well activities. She loves yoga, for peace of mind. She likes traveling and coffee dates. Perfect. Okay, so let's look a little bit deeper into Julia and what she's about. Julia is a creative mind and has a great deal of self awareness. She likes the outdoors because she is always busy. She's always busy at work. So long walks and greenery calm her down and make her feel at peace. Awesome. Come out, just popped in there. Let's. Research. I want to see Mr. Graham. Okay, Let's go to try and find page Stoic philosophy, The Daily Stoic. Okay, that looks good. Then let's try and find a woman that's commented. I don't think we're can actually check followers, so many, but let's just see this here. Okay. Are there any women who have commented? It doesn't seem to be any on there. Okay, let's go to the next one. Oh, that's one here. Okay, cool. We got it, Anna. Okay, so she obviously like she likes socism. She's commented on his post. What did she comment actually, what did she comments? I've lost it. Oh no, I've lost it. How did I lose it? Can I go back? Lost it. Okay. We can find another one. Let's find another one. Okay. This one here. Practice living in the shadows and you won't be afraid of the dog. Okay, So this one is Sarah. Okay. Tell me a little bit about Sarah recovery addiction. So maybe the target audience could be someone who's actually struggled with, you know, peace of mind and mental health in the past, right? Maybe that could be it. Solutions. Julia has struggled with mental the past and she is recovering from depression and anxiety. Okay. Content. What type of content do they consume? Self help and Stoic. Stoic related. I was just about to try and spell philosophy, but I don't think my brain has had enough coffee today to execute that well. Stoic philosophy, Stoic related content, and also fashion and travel. She also loves music ruling Copley including Colplay and 1975. I don't know why pinpoint and fears. Julia is fearful of falling back into depression and not being able to be her usual happy self goals. Julia would like to get back to health. Julia would like to get back to. Julia would like to get back to For health and eventually start a family with her partner. Josh. Seems good. Okay. So then we start to think, okay, how can we basically describe Julia in for words? So I think she's very caring. She's very caring because she obviously cares about Josh. She cares about, you know, people from the fact that obviously she eventually wants kids. She's had mental health, so maybe she she thinks she over thinks I think she I think I want to change caring a loving. She's obviously had a long term boyfriend or partner and she's obviously very committed. She is creative, she works in marketing, she's creative. And she is also self aware. That just looks lovely. Okay, so she's self aware. We're going to add a profile picture. Let's find a profile picture of Julia. Now there's a really great, this person does not exist. If you haven't seen this, this is basically a picture that is developed by I. Julia. Julia, She does not exist. I'm not using anyone's picture apart from this. I generated person here, There we go. I cannot get wrong for anything. Okay. Second. Let's just think. Okay, then that's the smaller perfect. Doesn't that look cool? Perfect. Now let's look at some logos that Julia would be interested in. She does yoga. I think Lulu Lemon is going to be, oh God, I love my computer. Does that look this I love Lululemon is a brand. I'm going to do some insightful breakdowns for one of the sections, this course, just to basically dive into the brand. Just my own curiosity, to be honest. I just love them. I think that's super interesting in how Chip Wilson build a brand is just phenomenal, okay? She like, what else does she like naheacec when she's outdoors? So let's do that. I am all over the place today. This is what happens when Scott doesn't have enough coffee, basically. Okay? As you can see here, this doesn't take a great deal of time. I know I do these types of things all the time for clients, but it shouldn't take you too long to do this. Just think organically, be authentic, and should be okay. What else does she like? She likes coffee. She likes coffee, but she doesn't like Starbucks. Doesn't like Starbucks. Let's have a look at New York Coffee brands. Coffee brands s coffee. I actually remember when I visited, when I visited New York a couple of years ago, that was an amazing coffee place that I went to. I used to go there pretty much every single day when I was there. Amass coffee merchant, A coffee shop. Is that a coffee shop? I don't think that is. It's a machine man. Okay. New York Cafe. Okay. Where are we going? We've got to go to Juniors. Juniors, if anyone has ever been to New York and they haven't tried Juniors, cheesecake. Oh my God. It's literally the best cheesecake I've ever had in my entire entire life. It was amazing. Oh my God. That is a story, which I cannot tell anybody because it's a little bit naughty. But I enjoyed myself. It was a very interesting cheesecake, was so good. And what is the other brand? What's the other brand? What's the other brand that does pizza? Famous New York pizza place. What is it? What's that place that has the best New York slice? John's Prince famous. Oh, I can't even remember what it is, but it was amazing. Ah, this is so annoying. I'm going to literally remember it as soon as I finish next to near Times Square Famous Pizza near Times Square. Joe's Pizza. Okay, perfect. There we go. You remember Joe's Pizza logo? There we go. She loves pizza. She loves cheesecake. Julia is ultimately my soul met, but she's married and married, so that cannot happen. Okay. Dive into this. George's Pizza. Awesome. So we've got that. We've got this. Julian loves food. She loves food. Yoga and the outdoors. She is Ke she's on Instagram. I think. She's on Youtube. Who is on Youtube? She isn't really retic girl. She's a little bit too old for Snapchat, she's on X, but she doesn't really use it, just reads it. She's not only, she is not on Discord, she is on linked in, she's not on Tumbler, does have a Tiktok, but doesn't really use it. She does have a Facebook, but she doesn't really use it as well. So I'm going to put these over here because those are not her primary sources of information. Right. It's Instagram linked in as well. Can go over here, but it's, it's basically mostly Instagram and Youtube. At this point, once we have this target persona finished, we can then start to think about how we can analyze our competitors to compete more effectively. But the most important thing is that we now understand who our target audience is. There's no right or wrong answer here. Now the reality is that we don't know if J is actually going to want our product. We have a feeling that she might, and it's an educated guess, but ultimately we have no idea. Maybe they will just completely reject it and she won't care. But we have to try. At least we know who we're targeting, so we have some focus. In the next bonus lesson, I will be essentially looking at competitor analysis. So we can really look into how we can analyze our competitors. Develop an assessment in regards to how we can approach them and ultimately compete more effectively without any further delay. I will see you in the next lesson. 12. Competitor Analysis To Find Strategic Opportunities: The battlefield of business is not for the fainthearted, but the beautiful thing about the Internet and modern day business is there's never been a better time for the small guy to beat the big guy. It's not just a case of who's the biggest and strongest anymore. David very often beats Goliath. If the strategy is right, what do I mean? Well, let's take a step back and think about what strategy actually is. So the definition of strategy is to allocate resources in a very specific way to achieve some sort of objective or goal. And this means in the world of business, in order to win the war, sometimes you have to focus on winning smaller battles. First, take the Dollar Sheaf Club, for example, who cut into the razor blade market. Pardon the pun. I know it was terrible by simply making some incredibly funny marketing. And also offering a subscription based model, which had never been seen before in that particular industry. Now the Dollar Schaff Club knew that they didn't want to go to a tour with these huge corporations, because let's face it, they'd lose. Now there's a great quote based around war, and battles, and competition, which I'd love to share with you, which is super relevant to what we're learning right now. Strategy without tactics, the slowest way to victory. But tactics without strategy is the noise before defeat. In simple terms, if you try to compete without an effective strategy in place, first, it's kind of like going into a gunfight with a spoon. So how do we actually find out where your brand can compete better? Well, this actually comes in two simple steps. The first step is to analyze your competition. Now just a quick note, I'm going to fully assess a competitor myself. And add this as a separate bonus lesson straight after this one, so that you can see me in real time with no edits. Go through the entire process of how to assess a competitor properly. This is going to give you all the insight you need to do it yourself. But I'm going to just run over the overview of how to assess a competitor in this particular lesson to respect your time. So the first step is to understand who your top competitors actually are. Now, there's no magic number of how many you need to find, but generally, I like to have around three to five just to be safe. Now, ultimately, the more you have, the better. And this is going to become super important later on, but just do how many you're comfortable with. Now the first thing to check is all the basic stuff. So how big is the business? What is their revenue? What geographical locations do they sell within, and what do they sell? And then the next step is to focus on the brand's positioning. Now as we've already learned before, the brand's positioning is ultimately the real estate that that brand owns. In the customer's mind. What do they do or say to make them special? Why would a customer choose them? So ask yourself the question, how does this particular brand, when you're analyzing them, how does this particular brand want to be seen by us, the customer? This is going to be super important because one of the key roles to positioning is to make sure that we don't copy of somebody who already holds a very strong position in the market. We need to do something different like the Dollar Shave Club, for example, where everybody else has been super serious and really prestige. The Donna Shave Club went in the exact opposite direction. I'm sorry, that was an accident. Now, once we've made some notes in regards to how each of the brands are positioned, and we've assessed that, the next step is to really get honest and understand what these brands do so well so we can learn as much as possible from them. You know, this could be their logo, their color palette. It could be the words that they use or how they present themselves. It could be their website, the usability of their website, the pictures on their website, the photography, You know, the way that the brand makes you feel. You need to focus on what they do well so that we can take as much info as possible and use it for your brand. More insights and the more points that you can get, the better. And you may have already guessed, the next step is to spot the weaknesses of each brand. So these are essentially the opportunities that we can do better than them to stand out and give customers a reason to choose us. So maybe their logo isn't that great, maybe they aren't selling their products as well as they potentially could. Maybe their images on their website are pixelated, so it doesn't look very professional. There are tons of different things and opportunities there. Trust me, there's been lots and lots of huge brands that do make mistakes and get a little bit big for their boots, so to speak. So they feel like they are doing everything right where in a lot of cases they aren't quite maximizing that potential. Now, once you have all the information, the strengths, the weaknesses, the brand positioning and the basic info immigrants to each brand. It's now time to create your action plan. This is where we take all that information and see what we can learn and what we can action to build a brand which is going to be able to compete effectively within the marketplace. This is what I meant by picking your battle strategically. Instead of just running in there and just hoping for the best, we're taking a step back. And we're strategically planning how we are going to compete with each competitor so that we can ultimately win the war over the long term. Now it's likely that you have less resources, less people, and less money, your competition. So we have to attack our competition where they are weak. So how do we create the best action plan based on these opportunities which we've just highlighted from our research. Now, one of the best ways that I love to spot opportunities like this is to look at the company's website and review specifically to see what people actually think of the brand and the experience that they provide. For example, one client, a couple of years ago that I was working with directly found an amazing opportunity with us in regards to packaging, where we essentially researched all of their competition. And there wasn't a single competitor that didn't have reviews that were complaining essentially about how poor the packaging was in regards to quality and presentation. There were customers that were actually saying that they had bought the jewelry from the brand, but then they had to go out and actually buy a separate box, a separate packaging to present the jewelry to the loved one that they were given it to. This was a massive opportunity that we spotted and we ended up implementing on that and creating some incredible bespoke packaging for the brand, which ultimately allow them to sell out their entire collection in just a few days. So be sure to check out reviews, all social media platforms for each of the brands. And also Amazon reviews as well. They're generally the most honest because Amazon is a third party, so people are generally pretty brutal on there. So take some time to really dig in and get as much information as possible. For example, are you in a similar position to the Dollar Sev Club where all the brands that you're actually competing with are super serious and super professional. This could be a huge opportunity for you to stand out. And by following this framework step by step, you're going to be able to spot the best opportunities, then prioritize them in regards to how you should allocate your resources when you're going into battle with your competitors. This is going to allow you to essentially acquire customers more easily, grow quicker, and ultimately become more profitable. And this is also going to allow you to actually serve customers in a far more effective way which the other competitors cannot compete with. Remember, if you do need some extra support, I am going to be arranging an additional bonus lesson which is going to dive into every single step that I go into when assessing a brand in real time so that you can see how I do it for my personal clients. But now if we take a step back, we're actually in a super strong position. We understand who our target audiences, we understand who our competitors are. We also understand what their strengths are, so where not to do battle with them. And we also know where their weaknesses are, so where are their opportunities for us to beat them. And now we have all that information. We're in the best position possible to move on to choose our brand archetype. And this stage is where we actually start to create and craft our internal branding. And I cannot wait to get started with you. So I will see you in the next lesson. 13. Work with me: Competitor Analysis (Bonus Lesson): So we've completed your idea validation slide and now your target persona slide. Next we need to jump into competitor analysis. Now competitor analysis is all about research. And basically digging into what our competitors are best at and what they are weak at. And this will help us to spot opportunities to help us beat them in the market in particular areas. Now obviously you can research as many competitors as you like. In this particular video. I'm going to research one just to respect your time now, if you just don't have time to do 3-5 or maybe you just don't want to, then at least do one in depth. That is the most important thing, really understanding the market as much as possible. And ultimately, the more information you have, the better educated your decisions can be in future. And more opportunities you will be aware of so you can take them and win in the market. So let's dive into my computer and as you can see before, we have already completed the idea of validation and also the target persona slide. So this is all complete. This is already, you could potentially have done more target personas if you really wanted to. But my personal opinion, as a startup, you should be focusing on just targeting one single type of person and one single target audience. This is because we do not want to make things super complicated. We need to keep things simple in order to stay focused. The first step of conducting your competitor research is to actually find your competition. Okay, We are obviously competing in the Stoic jewelry space. Let's go to Google and look for Stoic jewelry. Okay? There's quite a few here to choose from. Let's go to this one here, this one here, and this one here. And all I'm doing here is just seeing what else is out there in the market. What am I competing with? And how can I sort of position my brand to be a little bit different to give the customer a reason to choose me. So let's dive into this to start, just get through all these. Okay. So they do rings, they do necklaces. They do. Is that a pendant? Oh, that's kind of okay. I thought I thought that was $5,000 there, but it's in Ti Bats, so that's around, like, I don't know, maybe $100 or something roughly. Okay. So they do rings, Let's check out their actual products. So apparel, so they do apparel as well. Okay. So they do T shirts and stuff. Okay. So let's check out that product. So we're checking out apparel now. This seems like, and again, I don't want to, you know, assume, but this seems more like a male brand because it's kind of, it, it's very black, it's very kind of dingy. It's, it doesn't really have much elegance to it. Chains, Chains. Okay. So these guys don't really do pendant like they do pendants, but they've got one. I want to learn a little bit more about it. Evil eye pendant, okay? I mean, in all fairness, like this is the thing that I'm looking at when I'm looking at websites like this. Like I'm looking at the product photos and they are really terrible. Like super, super terrible. Like for example, you've got this here. You can see the guy in the actual background. This looks really bad. This is all pixilated. You can see him in the background here. And this one, you can literally see his face taking a picture with a phone, I think so. I think this product photos took with a phone, so yeah, really, really terrible quality. This is just a Cad render. So I mean, I think what this guy is doing and you know this person is doing, is they've wanted to start a brand, but they're kind of doing the bare minimum. They're doing the bare minimum just to kind of get a website up. And you can see that this is very evident. So to be honest, in regards to competition, I'm just going to completely disregard those guys. So this website looks a lot better, and I'll show you why in a second. But this is by Ryan Holiday, The Daily Stick. And he obviously sells, you know, tons of stoic related books. And he is selling jewelry as well, which is pretty cool. So let's have a look. Okay, can you see how great the product photography is here? And I know this course isn't about product photography, but I want to talk about things like the brand expression. Because when you're building a brand strategy, you need to make sure that you are not just competing with everyone, but you're competing with the guys at the very top, right. People like the brand that we just looked at before who had, you know, like pictures of him in the actual product photography by accident, it was super low quality. But if we look at this type of product photography, this looks beautiful, right? Like this is really nice. Super nice. You can see here, it's got a nice background. It's really on brand like look at this, right? This is the type of stuff that you want. You want to really have this type of professional feel. This well designed product photography which really looks gul, look at this, this looks beautiful, awesome. Looks really good, amazing. Okay, so basically when I'm looking at the jewelry, I'm going to look at this. This is the only necklace that they actually have. So let me check this out. Okay, so it's very male oriented and the way that I know that, and I can say that with confidence, is every single product picture is of a guy. I mean, could you see a woman wearing something like this? I personally, and again, this is just my humble opinion. But I think that women like jewelry. From what I've seen, that's a little bit more elegant and simple, right? Like a little bit more minimal. I think this is a little bit too much for an actual, for most women to see as desirable. And you sell some other stuff as well, but that is pretty much. He's got another one here, I think. Or is it the same one? It's the same, but it's a guy, again, holding it again, very masculine hands so that this brand is targeting men specifically. Which is probably just down to the fact that most of the readers of The Daily Stoic is probably meal. And Ryan Holiday has a huge social media following. So maybe he just says that, okay, the vast majority of my following is meal. So I'm just going to go 100% meal with my targeting for product photography and products. But let's look at this one as well. The mindful stoic. This here. Okay, interesting. Okay, so we've got something like this. Well, okay, so this guy is basically selling. So he's an affiliate. So he's an affiliate and he will direct people to links on, you know, Amazon and other websites. And then basically get, you know, a cut of that particular sale which is interesting. Okay. Okay. Now one thing that I've found is that all of the stork related jewelry that we found is predominantly meal Right. So what I'm thinking is I think that I was right by focusing on women for the targeting because there doesn't seem to be anything else out there. Really, there doesn't seem to be anything else out there focused around storcism and stork philosophy and stork quotes, that is elegant enough for a woman to wear. Again, just speaking my own humble opinion. But I think that it's going to be a case of just learning as much as we can from these guys. But looking at the fact that we target women as, you know, one of our competitive advantages, I think that it is a competitive advantage because you know, these guys, you can't tell me that a woman's going to come to this particular page and see, you know, like Supermanly hands and you know, like this sort of manly hand and then think, oh, that's the perfect necklace for me. You know, I just don't see it. And I think that the design overall is just extremely, you know. How many women are going to be walking around with ear? You know, some women may wear this, but how many women do you think are going to want to wear ear? You know, a necklace with a skull on it. It's just not. The majority of women are going to look at this and think, okay, this is a man's necklace. Okay? So I'm going to basically take the Stoic Store. Okay, Stoic Store logo. Hopefully I can find it. The Stoic Store, isn't it? That's not the same logo, right? Okay, screw it. I'm just going to do this. So I'm just going to our Daily Stoic store. That's why. Okay. Daily. Okay. Right. Okay. Stoic Store. Here we go. Right. New Year Challenge. Right. Okay. Let's just take this and we are going to be very happy. Okay? So let's just do that. Perfect. Put this inside here. Life's good and gone. There we go. I mean, we can even make this a little bit bigger because the background is white, so. Okay, perfect. We've got this here we should do lytic store location. Where is this store located? I believe powered by shop. One on one. Where does Ryan? I think, well, where Joes Ryan live. Oh, Jesus. I love it when my computer does that, I genuinely love it when my computer does that. Hopefully you can sense the sarcasm in my voice. Where does he live? He lives in Bastrop. Bastrop, Texas. Right. Cool. No problem. So Texas annual revenue, I mean, this isn't super important. The annual revenue isn't super important. It's more important when you're kind of, you know, further up the ranks and you really trying to kind of steel market share and look super analytical at the things but at the moment we're just looking to get a product to market, okay? We don't want to be digging too deep into the numbers because we're essentially just trying to find product market fit, which is the first stage. And then we can start to really get analytical later on when we get to the brand management stage, which is later on in the five step program. Okay, So I don't know how much does Ryan Holiday make a year? I've got no idea about this. You've got a net worth of 6.5 billion. 6.5 million, sorry. So I don't know like let's just put 1 million, right? It's not really that important right now. Main product, books actually sell books mostly and Stoic products. And Stoic products, you're established. When, when did that start? What's going to check? Revenue, dear historic revenue, less than 5 million. Okay, So let's just put that then. And again, this literally changes nothing about how we're approaching things. But I just wanted to make sure that I got that in there. Mm. As yor store, historic store, revenue Ytoric Store. Yeah. Established. Okay. When are the Daily Storic start? 2016. Okay. So it's been around 2016? 2016. Perfect. Okay. 2000 well 21,067 Okay. Plenty hell. Okay. 2016. So we've got the first section done now. We've already did a little bit of research and seen that the target audience that they are targeting, mostly men who are interested in stocism marketing channels. I mean, Ryan Holiday is literally everywhere. But I mean, we can double check this and just look at the bottom, but they're on Twitter. Well, not Twitter anymore, but Facebook, Instagram, Youtube. Okay. So, I mean, in all fairness, what we should be doing here is just using these, this is going to be far easier. Facebook, Youtube, Instagram, straight up, there we go. Or, and the reason that I wanted to do these kind of unedited lessons is just so you can see how I actually do it, how I would do it for a client, how I think everyone should do their competitive research. Because otherwise you're just competing. You don't know where you can win and you don't have any confidence in your strategy either. Which, which is definitely not good. Top three profiles. So we basically just need to look at the profile. So let's just open these all up. Excuse me, I'm not actually very active on Twitter, but this has a half, 1,000,870 this has 2.8 million, and this has 1.5 million. It's basically Twitter isn't as, X isn't as popular, but Facebook has 870, so let's 870 here. Let me just zoom in actually, because I don't think you're going to be able to see that we go 870 here. There's going to be a reason why we're doing this. And the reason for this is, for example, if we know that these guys have a advantage on the likes of Instagram, because they've got 2.8 million. I think we're probably not going to choose Instagram as our marketing channel. We're going to choose a channel where they are weakest. Right? Because that makes more sense. Much like if you're going into battle with, you know, an army, right? You're not going to hit them where they're strongest. You're going to hit them where they're weakest. So that we can, you know, become the primary. 2.8 follower. 2.8 million followers. Okay. Bloody hell, 2.8 and then million, there we go, Let's just put a small N. And then we're looking at Youtube which is 1.61 0.51 0.6 doesn't really matter. 1.6 million. Let's just round it up. Okay. So we now have competitive research. We have our demographic. You know, we understand, you know, who they are, we understand their target audience, we understand their marketing channels, and we also understand the 3 million profiles that they have. The 3 million channels that they're using to drive sales, right? So if we're looking at this here, you know there are two things that are going through in my mind. When I'm looking at these channels, I'm looking at number one, which out of these channels is the most likely to be able to grow organically. So you know, we're basically looking at Tip for that because Facebook is a little bit dead. You have to basically pay to advertise on Facebook these days and also Instagram as well. So I think Instagram is definitely out. I think Facebook is. If Facebook was better to grow organically on, then maybe. But the fact of the matter is, it isn't it? It's a little bit of a nightmare. So unless you can, you know, grow community, that's potential benefit. But I honestly think Youtube in this particular case is probably going to be our best bet. This is something that we're going to cover in the market section of the five stage program. When we go through the market stages and actually start understanding how to market strategically and effectively, much like what we're doing here, it's going to put everything into perspective and help you find clarity in regards to how you should be investing your efforts, money and resources. Bro, let me just get some coffee because my brain is hurting. Bran positioning there. Okay. So brand positioning. So are they a low priced, are they high priced and are the meal or are the female oriented? Now, for factor one and factor two, you can add whatever you want. You could add something like safe and innovative. Or you could add something like, you know, rebellious or professional. You can add anything. But the one thing that you shouldn't change is low or high price. Because we need to kind of understand if they're a premium brand or if they're a more affordable brand. And in this case, I put male and female because that was the thing that was kind of the most different from what I'm trying to do, what they actually do. So in regards to their brand positioning, we could see they were very meal focused. Obviously from the product photography and from the pricing. I think, I mean $26 for a coin. How much are their necklaces? $245 for a necklace, Jesus, this is crazy. $245 for a necklace, that's crazy, right? Ah, okay. I do not know any man who's gonna spend $245 on a stoic necklace. That's crazy. That's, listen, if they're selling those necklaces, that is insane. So what I'm gonna do is I'm going to put them as, I mean, that's pretty premium. That's like premium pricing, Right. Okay. Pricing strategy. $245 for a meal necklace. That's nuts. Yeah, I mean, it's premium pricing. Premium premium pricing. Okay. So their strengths, they have a strong brand, as Ryan has been around a long time. Credibility can't spell credibility. Obviously, pricing suggests quality crazy. Okay. Now what I want to do is I just want to look at Amazon. Amazon, basically. Now what I want to do is I want to look at Amazon. Now I'm looking at this and it says 24 in sterling silver chain brass center emblem. So it's not like expensive material for $245 That's quite a lot of money. And it doesn't have any reviews. There's zero reviews on there. Let me look on Amazon and put dearly stick necklace. Do they sell them on Amazon? Okay. So they don't sell them on Amazon, but there are? Definitely. Stoic necklaces on Amazon. But as you can see here, like this necklace is just super, I mean, again, everything that I'm seeing is just my humble opinion. But this necklace is pretty ugly, right? Like there's not many people who are going to be walking around with, you know, and I'm sorry if you're one of the three people that's bought this necklace, by the way, that would be really awkward, but you know, like it's got a skull on the front. It's just a little bit. You can see this one here is a little bit ugly. It's kind of got a nice rose on there, so you can see why many people have bought it. This one's more abstract, right? So that's what's kind of standing out to me now. I'm trying to learn what the market wants. This one's a little bit more abstract so you can see how, you know, it's connected to obviously the moon and you know, celestial lunar reminder torgan, whatever that means. This is very popular. You know, 254 reviews and almost five stars. That's pretty great. Okay, so as soon as we've got our competitor research in place, and obviously again you can do as many as you like, we should then start looking at our strategic action plan. So again, once we've researched and assessed as many of our competitors as possible, we can start to see certain weaknesses that we can potentially target. So no female focused targeting bad packaging or no packaging experience, poor product photography, no reviews. Okay, that's enough. We can go on and on, but that was enough for me. How can we make the works? Means better. Again, just snowballing on from that. Better packaging designs. Designs, design direct, dark, right? Because there was like skulls and it just didn't look very nice. Needs to be more abstract because that was the type of design that was actually really working. And minimal simplistic, better opening experience because there was literally no opening experience. It was just, you know, they didn't even show the packaging. How can we improve the product? Minimal and elegant. Elegant. I love spell, check. That's what happens when you try and type two. Fast, more minimal and elegant. Simple, well designed. Not directly focusing on stoic philosophy. I had no chance to spell on that philosophy. And being more focused on the meaning and the design, being more appealing to the masses as opposed to died Stoic fans. Why would the customer choose above the competition? Because our target audience are females who love elegant design and simple design. Let's just take care of that, because otherwise that'll annoy me until the end of time. Products that are too dark and direct skulls and other death related designs. Okay, the chains should also be more suited to females and not to manly. Okay, so we've highlighted the strengths that all of the other stoic related jewelry brands have out there. And we've spotted a really good opportunity for targeting women who want elegant, simplistic, a minimal jewelry that looks beautiful, but also has kind of a deeper meaning behind it. And I also know that from my previous research that I did with that client that I mentioned in the competitor analysis video, that not a lot of jewelry companies actually have really high end premium packaging. And this is a big issue, this is a huge opportunity for me. So I am going to move forward to the next stage, which is the brand archetype stage. Which I'll see you in a little while, but yeah, I'm super excited and I cannot wait to see how things come together. I'll see you soon. 14. Choosing Your Brand Archetype: Now a quick thing about brand archetypes. A few brand strategists that I've spoken to in the past have thought that choosing the perfect brand archetype is going to allow customers to fall in love with your brand and then buy from you forever. But the truth is, this is obviously absolute nonsense. But what isn't nonsense is when you choose the right brand archetype for your brand's DNA, it can really give you the best chance of success. But what do I mean by brand DNA? Well, let me explain the 12 brand archetypes that are used across the world every day. Now, for brands, books, and movies, were actually based around Karl Young's personality types back in 1919. And the reason that brand archetypes are so popular, and they're used across the world every single day for brands in different mediums, is that people thought that using brand archetypes as characters can help others if viewers or customers fall in love with that character and then essentially befriend them and want to spend more time with them. They tried to use brand archetypes to provoke a sense of loyalty when the data says that people don't actually see brands as friends at all. And the only loyalty that anyone has towards a brand or company, or anybody, is to meet their needs and requirements. For example, let's say that you've been going to the same restaurant every two weeks for the last three years. Enjoy your favorite dish, which you love daily. But one day you go to enjoy your favorite dish and the chef has moved to a different restaurant and the menu has completely changed. Now you're there already, so you try a different dish, but it just isn't the same. Now, question, Would you still go to that restaurant just because you've been going there for three years if you couldn't get your favorite dish and the reason that you were going to that restaurant in the first place? Well, I didn't think so. So does this mean that we should completely ignore brand archotypes? Well, not quite. And this is because brand archotypes are the perfect foundation to lay your brand communications and brand expression. Let me explain what I mean, using something really simple. Like fonts, for example, if your brand archetype was the outlaw, then the font that you're going to use is going to be something which is quite bold, quite strong, and a little bit rugged. And you're definitely not going to choose a font which is very curvy and very approachable. If you chose a font which didn't fit with the rest of the pieces of your brand's jigsaw, then it's going to look a little bit weird and it's going to turn people off because something just subconsciously doesn't make sense to them. Let's look at another example with the lover archetype. You would want to select a type face which has a little bit of flare, that's a little bit seductive, and is also super attractive. Which means you wouldn't go for a font which is a little bit ugly and unbalanced and not attractive. Now hopefully this has shown you that choosing the right brand archetype isn't the life or death of your business. To be honest, there's no right or wrong answer. You can do any brand archetype if it's executed correctly. But the most important thing is to choose a brand archotype, which you can build out as part of your jigsaw to communicate the character of your brand and what your brand stands for. Essentially everything just has to make sense. Now within the downloadable file which we've attached to this course, you can find the Brand archotype section, where you can essentially just select whichever one makes more sense to you. If you've already completed the previous two steps of this course, you'll have already completed your customer persona sheet and also your competition analysis. This is going to help you make a far better decision in regards to which brand archetype is perfect for you. Now, when your brand archetype, there are two things that should always be at the front of your mind. The first is which brand archetypes are already being used by a competition. Gillette, for example, in the razor blade market, chose the ruler archetype because they were essentially paying athletes millions and millions of dollars, like Tier On Re Tiger Woods and Roger Federer to promote and advertise their products in campaigns. But the Dollar Shave Club saw this and they thought, okay, I'm not going to go to of those guys, those guys have so much more money than us. Let's go in the opposite direction so that we make sure that we stand out as a brand. So they went in the exact opposite direction and chose the jester archetype. They crack jokes, they made tongue and cheek commercials, and they sold their raisers at hilariously low prices. Make sure you highlight which brand archetypes your competitors are using, and then exclude them from your selection so that you don't copy of them and potentially get yourself into a little bit of trouble. This is why I previously said to analyze as many competitors as possible. So once you've excluded all the brand archetypes that you feel your competitors are already using, it's now time to look at your customer, Persaona, and decide which of the remaining archetypes connects best with who they are as a person and a character look at their personality and the type of person that they are. Which type of brand archetype do you feel fits their character best? And this is why previously we got you to sum up the customer in just four words. This should help you to summarize everything about that person in a so you can easily link it to the brand archetype which makes the most sense. So try connecting different brand archetypes with your customer persona and see what fits best. And as I said before, your brand archetype is essentially the foundation for everything in regards to your brand expression and brand strategy. So it's a little bit like the character of your brand. So for example, if I was a brand archetype, I'd probably be a jester. Oh, thanks man. Why? Because I'm funny. No, because nobody takes you seriously. Okay, we're going to have a little word after this anyway. We're really giving some momentum in regards to building your brand strategy. So I'll see you in the next lesson. 15. Work with me: Choosing your brand archetype (Bonus Lesson): Okay, so we've just finished our strategic plan and now we are starting to look at which brand archetype is going to be best for us. Now the best thing about our program in this course is that we've already arranged all of the slides for the brand archetypes for you. So all you need to do is select which one suits your particular brand best. So if you look on your brand guidelines, you will have 12 different brand archetypes that you can choose from. And ultimately, the best way to find the brand archetype, which is best for you, is through the process of elimination. So let's work through the brand archetypes for the stoic brand that we've been building within this course. At least in the lessons that I've been working through with you. And I can show you how I would eliminate the brand archetypes which just don't make sense for this particular brand. So let's start at the very top. So the caregiver, Pampers Johnson's and Tom's caring, warmth, reassuring, supportive. Now I do think that the stoic brand is going to be very supportive. Reassuring. Kind of warm, but not so much. Not so much. I don't think that this properly represents the brand that we're trying to build. So I'm going to delete this slide here. Okay, perfect, one down, ten to go. So let's look at the brand archetype, the ruler. So Louis Ton Rolex, Rose Royce, commanding. Refined, articulate and strong. I think that the brand strong, 100% I think it's going to be refined and maybe articulate but commanding. I don't think commanding is the first priority. I don't think that is going to really fit what we're trying to build, especially seems as though we're trying to connect with, you know, a very feminine target audience who, you know, ultimately being, you know, super commanding and being, you know, super powerful. It isn't really our priority. What we want to focus on is elegance and you know, and beauty and meaning. Those are the things that I wanted to try and convey within this particular brand. You know, not to say that, you know, everyone can't be powerful and you know, all that sort of stuff. But I just want to focus on communicating a message of elegance, simplicity, and almost minimalism. But I also want some meaning in there as well. So that's going to take a little bit of refinement, okay? Outlaw rebellious, disruptive, combative. Not really, you know, this definitely isn't something that we're looking for. So I delete that, explorer. So these are very much outdoor brands. Again, this is very obvious. I'm just going to delete that. The magician. Interesting, informed, mysterious, captivating, interesting. But I just don't think it reflects what we're trying to do. I just don't think it is the best representation of what we're trying to achieve. So I'm going to delete this one as well. The hero, honest, candid, brave, determined. This has a lot of potential. Because I think that if we think about Julia and go back to her targa persona, Julia has struggled with mental health in the past and she's recovering from depression, Anxiety. I think Julia could be a hero for herself. You know, she's growing, she's developing, she's got courage. She she's not cowardly, she, she's had a downfall. But, you know, she, she's, you know, dragged herself back up. She's competent because she's actually, you know, overcame all those hurdles. So I think hero could be there. I think hero could be it. But let's keep hero for the meantime. But let's work through the others to see if there's any better fits the lover. Sensible, empathetic, loving, soothing love is a really good option as well. We've got Chanel, I don't even know what that is. We've got Diva Honor. That's Victoria Secrets, right? Victoria Secrets. So, yeah, I've never bought anything from Victoria Secrets, which is very apparent because I've never recognize that logo before, and I built this actual brand guidelines. So, yeah, that's very interesting. But intimacy, I don't know if intimacy is as relevant as mastery where there's a will. There's a way I still like here better. I'm going to keep the lover archetype in there, but I still not in the back of my mind that the hero archetype is the betefit. I know that 100% just from my own intuition, the jester. 100% No, because it's loving, playful, optimistic, happy. It's not really the right fit, it doesn't really feel great to me. One thing just to remember as well when you're kind of working through these brand archetypes is go with your gut. Okay? You're going to feel a certain way about particular archetypes and just certain decisions within your business while you're building your brand, go with your gut. Because ultimately as a founder, you are building your brand based on your own intuition and on your own experiences. So make sure that you take that and use it, utilize it as much as possible, because it's super powerful and really, really important that you use that to the maximum that you can. The creator, inspirational, daring, brave, proactive creation, originality, self expression, vision. It's kind of relevant, it's kind of relevant. But I'm going to delete it because I know. That the lover archetype, and also the hero archetype is just a better fit. So I'm still jostling between those two, and I think the hero is going to win. But let's see what happens. The innocent archetype, optimistic, pure, humble, honest happiness, Morality simpler. It's not digging it for me. It's not digging it for me. And the reason that I'm going to get rid of this one is because I think it lacks that kind of that meaning. I think it lacks that meaning and that kind of sexiness that we're trying to achieve with the brand. That feminine sexiness, which is going to be down to the elegance of the jewelry, to the, you know, the minimalism, the elegance of it. I think it needs that little bit of sort of edge. The sage knowledgeable, assured, wise, guiding wisdom. The sage is good as well. The sage is good as well. Because it's kind of like, you know, it's kind of like the guiding light, right? Like storcisms, like the guiding light. It's like the support that you need when you're actually trying to get out of, you know, any kind of depressed state or, you know, you know, a root of anxiety. I think this could be a really good option as well. That's great. The every man friendly, humble, authentic, organic, you know, we're definitely trying to go for something that's authentic, but I don't think it really connects with what we're trying to do. So bye bye. So we've got hero, the lover, the sage, each of them great options. And each of them could work. So how are we going to select the one which works best? Well, ultimately, if you watch the previous video, which is all about how to select your brand archetype, you need to start looking at what your other competitors are positioning themselves as, as well. So basically the question comes down to which one is most suited to, you know, the feminine customer persona that we're trying to attract. And that makes me feel like the sage isn't going to be the best option. And I'll explain why the sage to me is very similar to how the daily stoic is positioned themselves. It's kind of like, you know, I know it all. We know it all. It's all knowledge focused. So I'm going to get rid of the sage because I think that that is not going to appeal to Julia, who's the target audience that we are focusing on appealing to. And I also feel like, although Julia is extremely intelligent, as we've already mentioned, I'm very creative and self aware and loving. But I don't think that we can compete with the daily stoic in regards to that particular area. And I think they already have that brand archetype all tied up. So we need to look at a different angle. So we've got the hero and we've got the lover. Now, either of these could work. I think either of those could appeal to Julia. But it all depends on how we want to build the rest of the brand. Because as we start moving into the brand expression stage, which is the next course in this five step program, if we choose the hero, it's going to be very different. The brand is going to look very different if we choose the lover archetype. The lover archetype, if you look at the logos for example here, they're a lot more sexy, they're a lot more intimate, they're a lot more sort of sensual. Whereas the Hebrew archetype has logos that have a lot more kind of standard and a lot more bold, and a lot of, well, none as sexy, I think because of a very important quote and overall message that I learned from Martin Neumeyer's book on branding called Zag. Because I know that Hebrew is the safe option and I know that we're targeting women who, you know, enjoy feeling sexy and enjoy, you know, they're like affection. I think we need to go for the lover archetype because my heart is telling me that both could work, but my brain is telling me that when everyone else is doing one thing, we need to do as opposite as possible. So I think being a little bit more sensual and riskier and loving as well, you know, like it's Julie is very loving, she's very committed to her boyfriend and she is obviously a very loving person. I think we go with the lover. I think we risk it all for a chocolate biscuit and go for the lover. So perfect. So I'm going to delete this. We are ready to rock and roll, baby. We are ready to get into our internal communications and really get the ball started. So I am going to continue in the next lesson with your internal communication. So I will see you there, but I am super excited guys. I'll see you soon. 16. Developing Your Internal Branding - Purpose, Vision, Mission, Values & Tagline: Why does it seem that every brand these days has a brand purpose mission, mission statement, and 1 million values to abide by? Is it really important to have a brand purpose in modern times? Or is it a little bit like reading the book, The Secret, and just sitting on your couch and imagining how rich you're going to be the next day. Or can a properly developed internal brand strategy actually help your brand become successful? Well, I guess we should start with explaining why internal branding really matters. So the technical definition via a trustee Google for internal branding is to align everybody within the company, including employees, with the business goals and objectives. Basically meaning that you align the culture of everyone within the business to point towards a certain direction. Now there is some truth to that, but in my humble opinion, it isn't entirely accurate. And if we break down all the elements of what actually goes into developing an internal brand strategy, we can understand why some people have been super successful when implementing it and why others have just failed. For example, your brand purpose is your forever statement. It's your reason for existing beyond just financial gain. Your vision statement, however, is focused on one day. So one day I want to create this type of world. I have a vision to fulfill my brand purpose. And this is what the world would look like if that was actually achieved. Now your mission statement is essentially everything that you're going to do to make your brand vision, so the future that you want to create one day a reality. And then your brand values are habits and principles that you're going to live out every single day to make sure that you achieve your mission statement. Which will then lead to you creating the future that you want to create in fulfilling your purpose. Now, a tag line is a little bit different because it is ultimately everything from those four elements summed up into just three to four words. Now, listen, I know that sounds tricky, but we're going to show you how to do it and it's super easy, I promise. Just wait now for me. The only reason to have a brand purpose, brand vision statement, brand mission statement and values and tag line to give a brand a sense of direction. And it's this direction and guiding light which makes every single decision within the business 100 times easier. Let me show you what I mean before we actually start crafting your brand purpose vision statements, values and mission statement, and then we can actually understand exactly how other brands use their internal branding to move forward effectively. Let's look at the brand Dove for example. Now Dove's internal branding can be defined as believing beauty should be a source of confidence and not anxiety. So ultimately, everything that they do within their business, within their brand, and everything that they do in regards to market efforts, and all their energy is focused on helping women have a better and more positive relationship with how they look. And if you read that purpose, it says that we believe beauty should be a source of confidence and not anxiety. That's why we are here to help women everywhere develop a positive relationship with the way they look. Helping them raise their self esteem and realize their full potential. Now, can you remember when I said that the tag line was just the brand's positioning and its simplest form? Well, if you look at Dove's tagline, beauty is for everyone. You can see that it's basically just a direct and more concise version of their brand purpose. And in fact, if you take all of Dove's internal brand strategy, like their purpose, mission statement, values and vision statement, and also their Tigeline two, you can see that it's all basically saying the exact same thing, just in a different way, same message, different delivery. Now I could go through 50 other brands that follow this exact same framework. But I know you're eager to get started with your own brand strategy. So I'll add an additional lesson after this one as a little bonus to go through some other case studies to show you that this exact same framework works every time, no matter what industry or market. Now, it might seem counterproductive, but the most effective way to start building your internal brand strategy is to start with your mission statement, because it's the easiest to find out of all five. And once we find the mission statement, we'll then be able to develop your vision statement, your purpose, your values, and finally your tag line. The way you find your mission statement is by asking these two simple questions. Firstly, what value or impact does your company want to have on the world? And then secondly, simply state how your company or brand is going to achieve it. Let's look at Df's mission statement again to see if it fits this framework. The value that they want to provide is that they want to help women everywhere develop a positive relationship with the way they look. And they're going to do this by raising self esteem and encouraging them to realize their full potential. Still not convinced. Well, let's take Walmart's mission statement and see if that fits inside our proven framework. Walmart's mission statement is, we save people money. What they do for customers to help them live better, the overall value that they want to provide. And just one more example, just for good measure, Tesla shares that their mission statement is to create the most compelling car company of the 21st century. What they want to provide to customers by driving the world's transition to electric vehicles. The impact and the value that they want to have on the world. So now you know how to develop your mission statement and it's super easy. Now let's move on to your vision statement, purpose and values. Now if your mission is what you're going to do to day, your values are what you're going to do every day. For example, Starbucks mission statement is to inspire and nurture the human spirit. One person, one cup in one neighborhood at a time. And their values fit this mission statement perfectly to set habits to help them achieve that mission every single day. And I want you to think of a mission statement and values a little bit like this. If a mission statement is a person's daily schedule, then your values are the daily habits and principles that help you to have a successful dear every day. Now in regards to values, try to keep this between three or four as more isn't always necessarily better. And remember, the purpose of having an internal brand strategy is to make things clearer and have more clarity, not to add more confusion, which leads us on to creating your brand's vision statement. This can be done by taking your mission statement which we just developed, and thinking about the world and how it would change, be impacted if your mission statement is successful. For example, Google's mission statement is to organize the world's information and make it accessible to the universe. Which then merges perfectly with their vision statement, which is to make the world's information accessible to anyone. In just one click, they're taking the exact same message and they're just crafting it in a way to say that we want to create a world where in just one click you can get the information that you need. And once you have your vision statement in place, we now have to craft your brand purpose. And this, to be honest, is probably the easiest of all. And the reason for that is your brand's purpose is essentially your brand's vision statement. Just worded in a way where it is set as an objective or goal, which is ultimately unattainable. Ultimately, all you have to do is take your vision statement, which you should have by now, and then create an objective, which basically means that your vision statement has been successful. But worded in a way where the goal that is set or the objective that needs to be reached is literally impossible. For example, Dove wants to convince every woman across the planet that beauty should be a source of confidence and not anxiety. Obviously, we know that convincing every single woman that beauty is about confidence is not going to happen. But that's what makes a brand purpose so valuable. It gives you a never ending goal so that everybody within the company and also outside the company, can continue to help you strive towards making that objective a reality. But the truth is that objective is never going to be reached. So there's just this constant drive of motivation to help you move forward. And even more importantly, now that you have those elements in place for your internal branding, you now have this one common direction which is going to help you so so much to make decisions and make those decisions far easier because you can always relate back to reason for existing and your vision for the future. For example, Amazon's purpose is to provide customers with incredible service, convenience, and affordability in their online and physical stores. So when it comes to Amazon's brand purpose, everything is focused around affordability. Offering the best range of products and also convenience. Every decision that they make in regards to improving their website or the experience in their store, it's all focused around providing the best possible experience. Because customers care about affordability, they care about having a great product range and they also care about convenience. Your brand's purpose is your customer focused reason for existing. And it should literally dictate every single you make for your business going forward. And it should make those decisions super easy to, which then takes us on to your brand's tag line, which is to be honest, just as easy as finding your brand's purpose. Now you already should have your brand purpose and vision statement. And the way to find your tag line is to essentially look at your purpose and vision statement and find a way to communicate the same message in 3-5 words. Amazon's tag line, for example, is everything from Z. It takes their vision statement and their brand purpose and it very concisely communicates that. At Amazon, you can find everything that you need from ear to Z. Nike takes the exact same approach as their brand purpose is focused around inspiring every athlete with their tag line, Just do it. And lastly, there's Apple who use the tag line to think different, which marries perfectly with the brand purpose of essentially wanting to create innovative hardware, software, and services. Now, if you ever wondered what the difference is between a tag line and a slogan, then remember this. Your tag line is a Sterman which sticks with your brand throughout the lifetime of the company. Whereas a slogan, on the other hand, is used for temporary marketing campaigns. Now, I can help you create an effective marketing strategy for your brand later on in the program, in module four, if you want to join me for that. But now it's just great that we've got all your internal branding tied up so we can move on to the next stage of the process. I'll see you very soon. 17. Work with me: Developing your internal branding & brand positioning (Bonus Lesson): Okay, so in the last lesson where we worked together, we selected our brand archetype and we did a pretty good job. And now it's time to start developing our internal brand communications. Now if you've watched the previous video, you'll know that internal brand communications have so many benefits Now, do you need to have internal brand communications to start a brand No, you don't, to be completely brutally honest, But are they going to give you a distinctive advantage when making decisions over the long term for your brand and business? 100% So at this stage, if we look at what we have, we have our target persona, we have our competitive research, we have a strategic action plan to define where we are going to win on the battlefield and where we are likely to lose on the battlefield. And then we start looking at our brand archetype, which we selected. Obviously we've been through that whole process and now it's time to start looking at our internal communications and our brand positioning. Now you already know that having a brand strategy is brilliant. But I think you already know that in order to build a successful brand, or even help a client to build a successful brand for them, it does require a little bit more than just having a brand strategy and a logo. So everything needs to fit together perfectly, which I've already mentioned many times in the course. But I just want to really drive that home. Because if you can learn how to think more holistically about the brand building process, your results are going to be far better. It's as simple as that. So if we take a look at the internal communication slide, that's 1.6 and we look at the five sections that we need to fill in, we can see that each of them have a distinctive reason for existing. So, for example, our brand purpose is our forever statement. Our brand vision is one deal. We are going to achieve this. Our brand mission is to deal. We are going to be doing this and our values is basically every deal, we're going to be doing this. And then our tag line ties everything up nicely. The first thing that we should be looking to do is to look for our brand mission statement, because that is ultimately the easiest one to find, as I mentioned in the previous video. Now as I mentioned in the previous video, getting your mission statement can be done by simply stating the impact that you want to have in the world and how you're going to do it now, coincidentally we've already completed that. In the idea validation phase, if we basically take this section of text, we want to help people to become the best version of themselves, then we just copy and paste that in here. And then how we're going to do it is to design and inspire them to remind them to be their best selves. Okay, this is a little bit big, so I'm just going to move those down. I'm going to refine this with you anyway. But I just want to give you a little bit of an insight in regards to how to do this as quickly as possible. And that's what I mean by everything linking together, right? Like your idea of validation links together with your mission statement. Then all of those linked together, ultimately, that's how you get your jigsaw to have that bigger picture feeling where everything just makes sense to the customer. And it gives you that really wholesome feel. Our mission statement, the impact that we want to have to help people to be the best version of themselves, to help women, because we obviously are targeting women to be the best version of themselves. And we will do that by designing, by designing, by creating unique. Let's just, yeah, let's keep Stoic in there. Actually Stoic jewelry to remind them of the values mission statement. Okay, so now we're moving on to the vision statement. The mission statement is like this. The vision statement is ultimately the world that we want to try and a, and bring to life. Okay, the vision is to inspire every woman to become confident, happy, and assured in her life. Our vision is to inspire every woman to be confident, happy, and I don't really like how that sounds happy and live her life to the fullest. There we go, to create a world. Where every woman is confident, confident, happy lives her life to the fullest. Pretty cool. Pretty cool. Okay. Okay. And then the purpose is essentially just the exact same as the vision statement, just obviously worded a little bit differently. Purpose is our purpose is to inspire women to get the of life stoic philosophy. Okay, thank God for spell. Check again. Okay, so we've got those pretty much done. So we've got the brand purpose, we've got the vision statement, we got the mission statement. Values are going to come next. We're going to need a few lines for that. I'm going to do three values. So believe in strong values. Trust in yourself. No, I don't like that. Trust in your own experiences. Always strive to be better, okay? I like that. So we've got values, mission, vision, value. Okay? So we've got values, mission, vision, purpose. Then the tag line is just basically everything captured together. So how do we do that? Well, vision. Uh, oh by me, inspiration, inspiration. There's two ways that we could do this, inspiration through meaning. There's a few ways that we could do it, inspiring stoic philosophy, storcism. I don't really want to stick to storism. I want the pieces to be inspired by statism. But I don't want it to be too connected to statism. I want it to be a little bit distant from it. Inspiration through meaning. It's good, but it's not that good, is it? Let's, let's think, thinks, what are we doing? Okay, What about this? Because there's quite a lot of stuff that we're trying to intertwined into the tag line. So what if we do this? Happiness May another one that does that. Happiness. Happiness inspiration. I don't like happiness because I think happiness is a little bit too broad. It's like all over the place. Confidence, purpose, inspiration as a tag line that embodies everything that we are trying to do within three words. Three to five words is key, but I think that is actually a pretty good overall internal communication strategy. Okay, and as I've said before in the previous lesson, your internal communication strategy is key for one main reason. If I'm making a decision based on, okay, what type of social media content should I start creating for this particular brand? Well, I always go to the brand purpose. Does it achieve the brand purpose? And that's the power of having an internal communication strategy. Because if you have one of these in place, you can always refer back to it and ask yourself, okay, yes or no, does this help us move closer to our brand purpose? And if you do that, you can never be wrong. If you put in the work now to really get this direction in place, then this is going to make every decision in future easier for you, every single one. And this is why I literally insist on brands and clients that I work with to go through this process. Because he takes a little bit of extra time and it's not as sexy as designing the logo and doing the brown colors and all that lovely stuff. But it makes that stage a lot easier because then you can say, okay, this is what we exist for, This is our purpose, this is our reason for existing beyond just selling stuff and making money. Does this logo communicate who we are? Does it reflect, does it reflect our brand archetype of being the lover archetype? Is it going to appeal to Julia? Does it stand out from our competitors? So this is all kind of tied together, and that's what I mean about having the jigsaw all in place and getting that bigger picture. This is the exact process that 99% of brands will never do and the process that you're actually doing. So if you're not excited already, you most certainly should be. And obviously if you need any further support, anything, please feel free to reach out. I'm here to support you. So we've got this in place now. We should now look to check out our brand positioning. Now obviously to respect your time, I didn't do a great deal of competitor research. I just did one, and I did one kind of more in depth. Sorry, there's just a dog outside. I love dogs, but I'm not a fan of them barking when I'm trying to record stuff. Okay, Okay, so we have our internal communications in place, which is great. Now we need to move on to our brand positioning. In regards to brand positioning, as I said before, we are going to be more male and female oriented. And if you remember, I only did one competitor within the competitor research phase just because I didn't want it to be an hour and a half long, right? That one was already long enough so I didn't want to disrespect your time. So if we look at this particular brand here, we can see that it was very male oriented and it was super high priced, right? So we're going to probably put this up here somewhere. Now, there may be another brand. Let's actually get some other brands just to kind of put it into perspective. So let's think of another brand, not stoic related, but another brand which is out there. We could even look at, even look at, you know, another. So daily Stoic. We've already done that. This wasn't really, so this is Stark Collection. Let's look at this Stoic store. Let's have a look at this. Okay. So these guys are, so these are about $119 These look as well, like very, very, very masculine. So let's just get these guys and we'll pull that in here. Okay? So again, not as highly priced as those guys, but it is still very much a Masculine brand, right? Very masculine. Now we'll go to this brand, and these are a little bit more feminine from what I can see, Right? A little bit more feminine. They're not much more feminine. But at least it doesn't have a man on the actual, I mean, this is kind of a man's T shirt as well, right? So it's off putting in the packaging looks really, really crap as well. Okay, let's look at this here. Let's just grab that logo. So just copy and paste it. We'll put it in here. So these are, I mean, this is literally one of the most, one of the worst logos I've ever seen in my life. But let's put this like here, because it isn't meal. It isn't female, but it's kind of meal, right? But how much were they're charging? They weren't charging very much. They're only charging about $40 Okay. Or 40 pounds even. Okay. So they're lower priced and they're about there. Now. There's probably going to be other competitors out there, but I can see that there is a ton of opportunity down here. And that's what we're looking at. We're looking at this space down here. We're looking at this space. There's opportunity here. There's some opportunity here. There's also some opportunity up here. But then we need to ask ourselves, okay, what is going to make the most sense for us? We're going to be targeting Julia, who's a female. We're going to be getting rid of those now. We just need to focus on if we want to go high end or if we want to go more low end. Now the thing about high end jewelry is if I'm going to be spending $200 on a necklace or $300 or even more. I think that if I was buying something for my wife, I would probably buy something. Unless you just really like Storysm and she really loved a particular design, I'd probably be looking at a brand which is more well known, right. As a start up. It's going to make a lot more sense, at least from my experience, to sell a higher quantity of product and then to basically build on that afterwards. Okay? You know, pretty much every single high end brand started off that way. They started off by selling one particular product at a higher quantity. And then slowly but surely, you know, working that way up to a premium brand. Louis Viton, for example, started off just selling suitcases, right? And, you know, like packaging, like actual travel, essential like Louis Viton for example. The guy who started that, you know, in France a long, long time ago, was essentially making travel suitcases, right? He was just selling lots and lots and lots to, you know, kind of medium to high end clientele. And then he started to, you know, obviously become quite well known with the royal family, I think. And that's when he started to make a name for himself and that's when he had the credibility to really start up in his prices. I don't think we should go super low end. I think we should work here. I think we should go around this spectrum here. I think that our brand needs to be around this spectrum because it's very female, it's very feminine. But it is also a brand which is not going to be super, super high end. We just take these down, but it is going to be, so I don't think it's going to be a brand that's going to be super high end, but it's going to be a brand that, at least for the moment, is going to be very feminine and it's going to be kind of in the middle. So we're going to be selling, obviously, we don't know this yet because we haven't actually done the product development. So we don't know how much our cost is to actually make the necklace, But I think that if we play it safe and looking around kind of, you know, $90 roughly for the necklace, or maybe we could go here like around 70 roughly. I think we're onto a winner. I think it's good. I think we're onto a winner. I think that's good. I'm really happy with that. We've got lots of space between us and the other. We've got lots of space between us and the other competitors. And it's a really nice little niche which no one else is currently taking advantage of. So I'm happy with that. I think we have done a great job. I think we have an incredible start to our brand guidelines, and then obviously we move on to brand expression in the next course. Obviously, if you want to join me for that, where I'll be looking at, you know, your brand voice, your brand name and domain, your brand's logo system, your brand color palette, your brand font selection, brand codes, brand model photography, lots of interesting stuff. So yeah, I look forward to seeing you there, hopefully. But if not, then I hope you've enjoyed your time working with me directly, and I look forward to seeing you soon. Take care. 18. Confirming Your Brand Positioning & Your Project: Okay, so we've developed your customer persona. We found the best ways to win against your competition. We've developed your brand's purpose, your brand vision statement, your band mission statement, your brand values, and your tag line. Now everything seems to be coming together quite nicely. And hopefully this process has really helped clarify what your brand's about, what you stand for, and also how you can communicate better as a company. If somebody asked you, you should be able to tell them what makes your brand special, who your target audience is, why you're actually targeting them, what problem you solve, and also how you are strategically going to compete and win in your marketplace. Now, finishing and confirming everything in this course is ultimately your brand's positioning. But it is just the first step of your brand building journey. And the next step of the brand building journey is to bring everything that you've done so far to life visually. This includes things like designing the perfect logo, creating your brand name, trademarking both of them. Successfully building an amazing website, choosing your color palette, finding the perfect fonts, writing in your unique brands, voice, choosing the perfect photography style. And so, so much more. Now, as we mentioned earlier on in the course, to get that feeling when you see a brand and everything just feels just right, you need to make sure that all of the pieces within your brand jigsaw fit together effortlessly. And this feeling is generated when we trust the brand. Because everything is so consistent and everything makes so much sense. Every single piece of your brand jigsaw has to work together in order to showcase the bigger picture. And some of the most important pieces within your brand are going to be found and developed in the brand expression stage. Now the next module, module two, brand expression is available. Now if you'd like to enroll and continue your brand building journey with us now. Before we move on to module two, brand expression, we need to make sure that everything in regards to your brand strategy is perfectly presented in your Lancaster Academy of Design and Brand Guidelines and booklet. Remember, this should be downloaded and you should complete each page as you go through the courses. And by the end of finishing all modules, you're going to have the perfect brand guidelines to cover your brand strategy, your brand visual expression, your product development, your brand's marketing, and also your brands management. Now, if you've already been completing your guidelines as you move through the course, then that's incredible and I would really appreciate it if you could share what you have so far as a project in this particular course, so I can give you constructive feedback and help you to refine things even further. Now, the booklet should not be finished just yet because we still have four modules to go. But it's going to give you the best start possible in regards to starting your brand and getting off on the right foot. And I literally am so excited to see the ideas that you come up with. And see the different unique brand positionings that all of the students that take this course are going to create. It is literally going to be so, so fulfilling to see how many students and how many entrepreneurs, just like you, are helped and supported with this course. As I said before, the next module that we should be going to is brand expression. Now obviously you don't have to take all the modules, but just take a look at them and see which ones are going to be the most valuable to you personally and your unique journey. And to be honest, even by just completing this module, you're already 1 million steps ahead of 99.9% of people who are trying to start a brand themselves. And to be completely honest, if you do all five modules, you're going to be unstoppable. Thank you so much, by the way, for giving me your time and trusting me to guide you through this process. I know how much it means to you to build a brand that is going to be super successful. And I hope to see you in the next module, module two for brand expression. But if you could take just 2 seconds, just as a thank you, to leave a positive review on this course. It's going to allow this course to reach more entrepreneurs, just like you, to help more people build the best brand possible. Which is ultimately going to help you because we're going to be able to reinvest everything that we make from the courses and the resources that we sell through the Lancaster Academy of Design and Brand to make more courses and more resources and more tools to help you build the best brand possible. So yeah, taking 2 seconds out of leave review will be amazing. But apart from that, thank you so much for your time again and I hope to see you again soon.