Transcripts
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.