Branding Bootcamp: Crafting a Brand Identity + Brand Strategy | Arnold Trinh | Skillshare
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Branding Bootcamp: Crafting a Brand Identity + Brand Strategy

teacher avatar Arnold Trinh, Marketing Director, Artist, Designer

Watch this class and thousands more

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

Watch this class and thousands more

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

Lessons in This Class

    • 1.

      Intro to Branding Bootcamp

      1:03

    • 2.

      What is brand strategy?

      1:21

    • 3.

      Why is branding important

      6:11

    • 4.

      Crafting the Brand

      5:13

    • 5.

      Ideal Audience

      5:03

    • 6.

      Ikigai (生き甲斐)

      4:05

    • 7.

      Defining Brand Image

      4:50

    • 8.

      Social Media Audit (Nike Sportswear)

      21:02

    • 9.

      Big Brands VS Little Brands (Ads)

      17:40

    • 10.

      Final Video

      0:29

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About This Class

Welcome to BRANDING BOOTCAMP:

Learn how to do branding so that the advertisements you put out make the most impact. 

Good advertisement is about touch and speaking the language of your audience. We’re going to learn how to craft and define your brand. 

We’re going to learn how:

- Defining your WHO & WHY

-Examing your audience

-Brand Strategy

-Advertising Psychology

-Marketing Theory

Learn all the fundamentals to branding in this bootcamp!

(Worksheets inside. )

Meet Your Teacher

Teacher Profile Image

Arnold Trinh

Marketing Director, Artist, Designer

Top Teacher

I'm Arnold, a lifelong creative and have been a solopreneur for the last 7 years.

My goal is to empower your creativity and craft your skillset for the AI revolution.

With over a decade of experience in creative marketing, I've had the privilege of shaping stories and working on creative direction for fortune 500 companies to small independent brands, learning every step of the way that the most powerful content comes from a place of authenticity and shared insight.

Over the last year I've spent considerable time experimenting with and pushing the boundaries of AI in professional creative work. This exploration has not only transformed how I approach projects but also opened up new avenues for creativity that were previously unimaginable.
See full profile

Level: All Levels

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Transcripts

1. Intro to Branding Bootcamp: Hey, welcome to branding bootcamp this course we're going to talk about how to do your branding concisely like a big brand or as a small, medium-sized business. Now, my background is in running ads for brands. And one of my last projects I've worked with the school to build a seven figure business profit gain in the year that L is there. So in this course, we're going to discuss how to be clear and concise about your branding, how the language, how to look, how to feel how the story should be. And this is very important whether you're a huge player or a small, medium-sized business, because you'd want to be as clear and concise in your branding as you can be for a class project, we're gonna be going through different steps by step questions that help you be razor targeted to where your brain has to be so that when your customer sees it and interacts with your brand, they understand where you're coming from and know that you're a genuine, real brand that they want to support. So if you're ready to be in the branding bootcamp, I'll see you on the next video. 2. What is brand strategy?: Today, we're discussing brand strategy. Brand strategy. Brand strategy is essentially your forward facing look to everybody that is coming across your brain Senior Brand and interacting with your rent. So ultimately it's everything that goes on behind the scenes and in front of the scenes because it's what people see and think about when they see your brand. So brand strategy is very important because it's one of the pillars of what goes into decision-making when someone interacts with your brand and every brand has its own different identity, its own story, its own value proposition. What this does is that it can help communicate with your audience what they want and what they are expecting from your brand. So it's very important to get your brand strategy in place so that when you have your one chance or few chances that you interact with any target customer that they are able to be hit spot on and to understand what your product is, or at least feel what you want them to feel when they interact and see your product. So we're gonna go and discuss how to work on brand strategy, how to strategize as whole thing so that when you are done with this course, you have a clear, concise grand strategy for your brand. 3. Why is branding important: Alright, so let's talk about the importance of branding. Branding is also important, especially in this day and age, with so much social media attention going on everywhere. You're constantly fighting for attention. If not, that. You're also fighting to make a statement with people like you need to make an impression. Otherwise, they're just going to see your stuff and scroll past it. So branding is very important and we're going to talk about a few reasons why. The first reason, more people will recognize your business, because branding is setting up for an expectation. When people see that whatever your brand is, like, colors that make your brand stand out, certain fonts and make your brand stand out. If you think about McDonald's, for example, McDonald's has the red and yellow golden arches. Like for probably most Americans. They feel comfortable at McDonald's because it's something that they've all grown up with. And McDonald's has advertised itself as a family restaurant. More people will recognize your brand that way versus a business that doesn't have any of this. The fact that they can see your colors and your designs and recognize that it's you. They're gonna be so much more comfortable to choose you whenever they have a need, then someone else that doesn't have cohesive branding. And the second thing is branding can help build trust. Trust is one of the most foundational part of a relationship. You as a business, are you as someone that's representing someone needs to communicate with whoever is looking at yourself, that you are somebody they can trust. And branding is something that can do that because branding shows that you understand a person, like when you look at certain restaurants in the city, it's a popular thing to take out the vowels. Maybe you just keep the first vowel if it starts with a vowel and then take out the other vowels. Like Urban would be URV, end, or foundation would be Fn, dtn, or even FDN. If you had to choose businesses based on how they look. Somebody that's from an urban city with C, businesses with those fonts and the way that the words written and be like, Oh, this business understands who I am and relates to me. I actually like me. And the third thing, advertisement, this goes hand in hand with advertisement. Have you noticed that when you go to a bank, there is a certain look that banks have. There's this clear cut look that they have that shows there an established, trustworthy institution. Now whether that's true or not, their branding gives off that feeling. Okay, So Wells Fargo, one of the well, I'm not even sure if this is true, but Wells Fargo was branded itself as the American bank. That it has this very old time, Grandpa, cozy, feeling, comfortable feeling that you can trust them. They use colors that make you feel kinda neutral and comfortable. And in America, and they have figures that represent their brand like the stage coach that is very old time American. So they establish themselves as a brand that you can trust and feel comfortable around with the fact that you're bringing in this element of branding like a uniform look or expectation throughout your advertisement, they're gonna take note of your brain that far easier because they remember it. It's also great for building a culture when you have this established Look structure to it, There's a certain type of expectation and understanding that things will go that way. And having a team and having a core group of supporters see where your mission is headed. This creates a feeling of bond, of unity, of taking this ship forward together. And branding plays a big part in that because when they, when anybody sees this brand and structure, they have this feeling like humans, we love organization, we need it, otherwise, there's too much things going on at the same time that our minds can't process it. So to have organization and structure, people are going to appreciate it if you can bring people together and motivate them through a brand that is amazing. It's beautiful and good brand work also creates the most loyal customers. Customers that have the crazy fanbase that know exactly what you're doing, what you're like, what your, what your releases are gonna be like by the hour. We can talk about the parallax channel on YouTube, for example. That when you go on their page and you watch their videos, there's a certain expectation and uniform structure to it that creates a connection with the audience. If you watch him use effects like the swishes and the animated references. All of this go into play on creating this connection with the audience so that when there's a branch structure around it, there's like these elements that people are able to connect to feel more comfortable. And in many ways, you're appealing to their emotions through branding. And it helps you build the relations with your audience. So that eventually with all these amazing interactions and experiences that you're taking them on, they become loyal customers. So this is why branding is important. 4. Crafting the Brand: So ultimately, when you craft your brand, people want to know who you are, where you come from, what inspires you to be this brand? What is the philosophy behind this company and why you do what you do? Because when somebody buys something from you, it's kind of a value transfer. They want something and they're going to pay you in money or pay you in any type of currency so that you can transfer some value over to them. Now, the thing is you have to be able to understand what value you provide and how to communicate that with your target audience. We're gonna go through a brand questionnaire. What this brand questionnaire? You sit down and you write down some thoughts about your brand so that we can help brainstorm eventually what your brand should look like. Okay, here we have the branding questionnaire, so let's get started with it. The first part is brand name. Again, write down your brand name. And the question here is, this brand specializes in. So you have to think about what your brand specializes in, what is known for. For example, certain makeup brands are certain in our brands have their own niche in the market. So the first thing that comes to mind is worry Parker, which is a direct-to-consumer eyeglass manufacturer. Unfortunately, I'm not wearing weren't Parker now, but I have been for years. And their wholesale was that they skip the middleman and the sold directly to their consumers. And the reason for this is because when there were middleman selling and marketing up prices of these glasses, they would mark it up artificially high. So brands like Ray Ban and Polo, Ralph Lauren, and all these other big brands were under this one umbrella company that managed and made all the glasses and meet them all super expensive. Warby Parker decides to come in and do a direct-to-consumer approach, that it skips a whole middleman and sells you glasses at a much more affordable price. Now, I think he did a great job at their marketing. So that these days it's probably been a decade since they've been released. Their product is still going strong and they even have multiple storefronts. Now, went back in the day, it was just an online business. This is where your brand specializes in and then think about what your brain does, fill it in here and then it will go on to the next part. What is the brand story? So the story is why you are starting your brand. For example, we just shared about Warby Parker. Their story is that they were tired of glasses being marked up so high and that they wanted to be the change to the glasses industry. So they went and found manufacturers and they went and talked to people, got the funding and built this business up. You'd have to think about your story and why it appeals to the customers that you are working with and why they want to buy with you. Ultimately, your story plays a big part in communicating to your customer who you are. And so that when they can understand who you are, it actually ends up being a lot more helpful for them to know and feel comfortable with your business and to eventually buy from your business because It's a Interaction of money and they want to be able to trust you and they want to know that you do the right job for them. What problem does the brand soft? Now, this one is pretty important to me because I think every brand has to solve a problem. And even if it is just a brand that makes a product, there is actually a problem that is being solved. So for example, we can talk about Rolex watches, which is a big brand. But Rolex does this thing that, you know, besides telling time like that, That's obvious one, there are other way of solving problems is that they solve the problem of looking port. So people who buy Rolex is I want to look rich and the fact that you're wearing a $10 thousand and watch in a way similar as is that you have some money to spend in a way kind of like driving it a luxury car that we drive a luxury car around. People expect that you have a bit of money. That's why people always, it's kind of funny that people always buy BMW's once they have a little bit of money. Not Brandon. Brandon BMWs are great, but the older ones are the ones that aren't the aggregate. Once people get a little money, they're like, Oh, I can afford a BMW. So they buy an old BMW that has insane maintenance costs. And then they realized that biome and old BMW is not the right move. I know people who've done it, so I'm not hating on BMW, but I'm just saying that certain brands solve certain problems for people. And sometimes the problem is having an image that they are trying to promote out. So for example, luxury brands. So think about what problem you're ran salves. And sometimes it doesn't have to be a visual problem. It can literally be a problem of correcting your vision. Glasses have that ran clear, precise problem that they're solving and you need to communicate that with your consumers. Okay, So this is it for the worksheet. We'll go on to the next section. 5. Ideal Audience: Okay, so let's go through the worksheets to define the audience for your brand. So here's the ideal audience worksheet, and we'll start by going through the different parts of it. The first part, brand name, write down your brand name and we'll start with who has brought from this brand or who has bought from this brand. Ultimately, you want to look through your old customers, people who are supporters of your brand, and think about who they are. It's nice to have names of who they are or different organizations, or just a certain type of people that if you haven't sold to anyone yet, It's good to think of certain types of peoples who would buy your brands. So for example, if you're making a product that you would buy, then maybe you could put yourself in here. Next is, why do they come back? So when you're thinking about this, think about why these customers come back and get your products. Like, why are you different? Why are you special? For example, when I was doing my media company, I was very open to suggestions. And the way that I handled things was very friendly, very casual, and very collaborative. So a lot of people liked coming back to work with me because I would take their ideas into consideration. I would give my ideas and then we would try to come up with the best possible solution to get their marketing successful. So that's why people came back from me. You need to think about what makes your brand special, why people buy and then they're like, Hey, I liked this so much, I'm gonna come back, or even better yet, why they refer your brand to other people? So another question is, how old are they like? How old are these people? What type of target demographic is this? Is it like 18301845? The more specific you are, the better because every different generation, every different demographic has its own different type of culture on how they buy and how they work as a market, a whole. And ultimately you want to be as precise as possible, because if you can narrow down a B precise as possible and you can build your core audience. And when he had your core audience built, it only gets bigger from there. Because if you understand your main audience and you could speak to them very well and you can deliver a great, great Greek product to them. They're going to want to tell their friends, whoever is there interacting with that is trying to get to know this certain product. Okay, So next is where do they live? Again, this is trying to be as specific and on the dot as possible on who these people are that are buying your products. Like maybe they live in the artsy part of town. And the RC part of town has a different feel and design and how the buildings are colored. All of this going into consideration when you're doing branding because you want to speak the language that these people are speaking. Now for example, if you're in the northeast part of LA is very different from the Arts District part of LA, even though they're both very artistic communities to Northeast, parts of LA has a bigger minority population. So people like me and a lot of my friends would end up being there because we a group with people who were around that area a lot. So we understand, or at least we translate our culture into the arts and the style of that area. Whereas in the Arts District of LA, it's right next to a design school. And a lot of the students there are international or from different places in America and they all meet there. The culture is more so similar to the art school that is there, I think as architecture school actually. But it's similar to that culture that is there. And ultimately it's the population around or wherever is active in this scene are nice day you're at. That defines the style. Next is what is your brand culture like? So some brands are very much into a certain sport or into a certain kosher. And ultimately you need to define who you are and what your culture is like. Understand what your brand represents and what your ideas are so that when you are advertising to your customers, you can speak to them in a way that they're like, Hey, I get it. This guy in me or this brand and I are in a similar culture. Finally, it, where do you beat your competition? Like know where you're better than everyone else and sell on that point. Like for different businesses, maybe it's their customers report, maybe it's the way they view their packaging. So think about all the little things in your brand that makes it stand out from all the other brands like this is ultimately what is going to set you apart from other competition. And when you understand why you'd beat everyone, then you can push that with your marketing efforts and make the most out of your advertising. 6. Ikigai (生き甲斐): Okay, Another cool concept to look into is the Japanese concept of icky guy. And ultimately Iike guy is how to communicate what you're passionate and good about and bringing that to your audience. So there's a little chart that's very popular when people would talk about EGI. So let's go and look at that and then we're gonna go through every part of it. Okay, now we're going to talk about this PKI. So here's Iike guy, the Japanese concept, meaning a reason for being. And ultimately it's combining things that you love, things the world needs, what you're good at, and what you can be paid for. Now this is very important because that's what makes for a business. So as we look through this, this is going to help us plan out what our brand strategy is going to look like. On the top part, we have love, passion and mission. Where these intersect is with the light, fairness and we don't have is the wealth. So you need to figure out what is the perfect center. Then we'll also move on to what you love, what you're good at, and you are able to be paid for. Now this leads you to satisfaction. But a fueling of uselessness because the world doesn't need what you do particularly. Then finally, well not finally, there's a third one. What you are good at, what you can be paid for, and what the world needs. Now, this is a good way to live a life, but the thing is you're unhappy. So we need to find something that fulfills it all. This. Next fourth way to live is you can be paid for what the world needs and what you love. This is kind of like a regular day job. Like many people do something like this. But the thing is, they are sometimes potentially not very good at it. You know, like people are just going to work and they love it. And maybe it's just like a medium okay job, they're just doing it. Or for example, if it's just a drop shipping brand that people are just not passionate about. This is, this is that ultimately though, we need to find something that you love, something that you're good at, something the world needs, and something that you can be paid for. Because once you have all of these in-control or all of these intersecting, you're able to provide something that is very powerful, something that you're passionate about, something that you could make money from, something that you're good at. So when your customer and audience sees that and sees your brand and representing something that is so genuine, they're gonna see and understand it and know it. Because there's something about being authentic on brands and social media that if you look at it, you can just tell, like for example, when someone's inauthentic, you can tell like they give off some Vive or they speak in a way where you're like, hey, something, it does not seem bright. And that's just the same thing with brands as well. Because as a brand, you're essentially an entity that is talking to an audience. And that audience is taking into consideration so many different factors like how you look, how you present yourself, the voice as Andrew copyrighting the images that you use, the videos that you use, the vive that you give off, all of this go into play as they make their decision on whether to work with you to support your brand and, or to buy your products. So icky guy is an important concept to keep in mind when we're looking at branding. 7. Defining Brand Image: All right, In this section we're gonna talk about how to define the image of your brand. Now, to start off with that, we're going to talk about big brands and how they do it. So big brands, the thing they got going for them is that they have an established product, a history of people who are already using the product, and nearly infinite amount of budget for advertising. Their approach is a little different from ours if we're a smaller, medium-sized business. But the approach and the idea behind advertising is very much in a similar vein. So what we're looking at for big brands is that because they have already established product, ultimately what they really need to do is provide views, which is impressions for other social media people are the people who are doing digital marketing. Ultimately, they want to provide impressions and to create an emotional response. What I mean by that is that when you go and see movies, for example, driving out LA, there's tons of billboards everywhere. And the reason behind this is that they want to create an impression. Like a lot of times these people on the billboard already established movie stars are established artists that know what they're doing, are good at what they're doing. And for the most part, if you buy into whatever they're selling, it's gonna be a pretty good product like at least well-done, well-made, well produced in LA for example, there's plenty of billboards that showcase upcoming shows, upcoming movies, upcoming music series, different things that are going on around in the media world. And if you know LA and Hollywood, you know that a lot of media is coming out of there. And even YouTube media, a lot of YouTube media is coming out of West LA and also Tiktok stuff too. So a lot of media is centered in LA. And for the most part, all the stuff that is being advertised in LA is for a big budget production. Once they get the impression to you, ultimately, they want you to feel that when this topic comes to mind their video is, or their video, they're filmed, their movie, their entertainment product is the first thing that comes to mind. So the way they do that is by creating an emotional response within you. When they have an ad come out for an action movie MIP ton of people looking strong and powerful. And so that when you have where you're having conversations with your friends or people in your circle. The first thing that you talked about when you think about like strong action movie is that movie or when you're doing, when you're talking about funny movies with your friends. And there's like little Dickey pops up because that was also a big thing when I was in LA a few months ago, was seen a lot of these little Dickey ads for his show, his TV show, that's familiar, but just seeing those ads out there and seeing how they work in process, it is very interesting because these are ads that people spend tens of thousands of dollars, if not millions of dollars on. Because when I was running the campaigns for the school I was working for, we were spending tens of thousands of dollars and we were a relatively small player. These brands are huge, multi-million dollar brands. And I mean not to say that our school wasn't a multi-million dollar business, but these are some of the biggest brands in television and media. So I would expect them to spend a lot more money. Also when I worked with immediate buy-in for Walmart and just CEDAW and stuff. They were spending millions of dollars on their campaigns. This is probably how much they're spending on these billboards and adds that you're seeing around the city. So they're not to be taken lightly, but the concept is ultimately the same for your brand as well. Like when you publish and post about your brand, you want people to get an impression because they say it takes seven impressions for people to finally notice your brand and to buy ran different impressions, whether through influencers, whether it's through ads or pose, we have to keep in mind the image that your brand is portraying. Because when people are looking for a certain product, they're gonna look for that certain image, that feeling that they get. And then they're gonna go, okay, I'm gonna buy that product because I feel that way. I feel like I can trust this product will deliver the good for me. This product will make me feel happy. This product will make me laugh because I'm looking for accommodating movie. Or this product will make me feel rich because it's a Rolex watch. So many different things go into consideration when somebody goes and buys. But ultimately for you as a branding person, you need to think of the image for the brand and also get the impressions. 8. Social Media Audit (Nike Sportswear): So Nike sportswear is its brand. Extension of Nike wear. Sportswear is more so the lifestyle aspect behind at Nike. Nike is all sports but sportswear. I know it's kinda confusing, right? But there's sportswear line is more focused on street where lifestyle, just like casual everyday stuff but also various sports centered. So today we're going to look at their website, their social medias, and go through a couple of things. Three things that we're looking to are the way that it's branding itself, the aesthetics that it has, the message that it's trying to convey. And do that, we're going to look at their colors, some of the words that they're using, and some of the imagery that they're using. So it's very exciting because Nike is one of the biggest brands out there. And obviously this stuff is millions of dollars in R&D and making sure that the message is conveyed to the best that it can be to appeal to their demographic. So as we're looking through this site, I'm on nike.com slash sports where we get to see a couple of different models. Alright, this extra very interesting how they laid this out with three images where the first one is a shot of the product, the second one is a lifestyle shot. Finally, the third one is kinda like a shot with a person in this studio, a very composed shot. And everything here is kinda just like a framing of both sides, censoring, focusing on that lifestyle shot in the middle and in the middle lifestyle shot, we can see it. You see things in here where one, she's a rock star and playing guitar. Two, there's a bunch of amplifiers in here, kinda showing a very lively scene full of energy. There's also a laptop falling on the floor, shoes up, everything, everything is flying around. Things are going wild and here. And this might have to do with their Air Max image. That is that there's so much air going on that things are just flying around in the future is in the air. Okay, cool. So yeah, definitely ties hand in hand with this message to future is in the air along with Air Max. And if you notice they actually do something very interesting here is that this is kinda reminiscent of 19 nineties, early nineties, late eighties style adverts with the small font, the logo in the corner. Usually back in the day there would be some light text on the bottom or something. But I think the interesting thing in this is that Nike sportswear right now is branding itself to speak to a certain type audience. And that certain type of audience might be millennials right now. In fact, I'd say they're mostly millennials right now, because Millennials have money, they tend to be around 25 to 40. And those are typically the people that have money who can spend on shoes. The shoes are a $100 or something. They're not like cheap shoes at a high-school or it can go out and just buy. So as we walk down on this website, we get to see another section to okay, this is just an image. This is the latest Air Force Ones. Blazer, which is the shoe silhouette, yours to be worn. And the best of Air Max's, I wonder what happens when you press this. Okay. I guess it takes you to a collection of Air Max is the other ones, I guess takes you to a collection of those shoes. I, these are blazers. This one is Air Force 1s are very popular shoes that are that you see all the time these days. So as we go down to there's some probably articles I guess featured. Well, maybe they're not hard. They're just featuring the shoot. Okay, So go waffle. So these are called, these are very classic Nike silhouette. Like if you didn't know, the waffle sole was one of his first innovations. So I guess that's why it says Forever brilliant here, which is very, very on-brand. And also we see this one right here, tech pack design for city explorers. Now I love this a lot because it is very inclusive. On the right you see an Asian person and on the left you see a lactose. And this is very interesting to think about because as Nike is targeting millennials, a lot of the millennial tastemakers are from urban cities. And urban cities have a lot of diversity and minority culture influencing how the aesthetic and how are looking. And with those urban centers being the tastemakers of fashion for street where lifestyle, where that spreads out to everyone else. So the fact that they're very inclusive break here, at least in this photo. Actually it seemed like they were pretty inclusive to there's an Asian Latino ligand model here, another black person here. And there's a lot of people of color here. So it's a good move on their part because they're speaking to an urban demographic and look even more Asian model. So that's, that's great. So they're speaking to this urban demographic. That is tastemakers that are able to spread out their message. Now the thing. Also very interesting too, is that I think Asian people spend a lot of money on this. At least where I grew up, a lot of my friends spent a lot of money on Nike and other type of street where stuff so good, good, move on their part. Now we go down a bit and this is just a men, women, kids section. We can see that it's pretty bright on the coloring as opposed to all these other stuff right here, which is worth a film like tone. So I guess this doesn't fit in as much as the other stuff, but in a way it does fit in that it's just splitting out the different sections in showing people what to look for. We'll go down. These are just the footer or website stuff. Cool. So this is basically the Nike sportswear a site right now. There's not too much other graphics stuff. I guess if you use click on these shopping sections, I will just take you to shoes. But essentially it does the job of the branding just from these first few images. So the next part we're gonna go to is to check their social media. Now, my favorite. So we're gonna go and check Instagram first and see what they have on its rant. Okay, so 208 million followers, that's a lot with only a 1425, but you gotta be doing something, right, right, to have 280 million followers. First part we're going to look at is the highlights because this is the first thing that pops out. Actually the first thing that pops out is the profile. So spotlighting athlete and stories, Black Lives Matter and stop agent, hey, this might be why they've been using a lot of black and Asian models on their website because they are pushing the fact that they support black lives and that they support Asian people. So no stories. But we can look at their highlights and see what they got. So this one is a Keaton. Let's be a racist. Okay, So this is telling some stories of what's going on with Nike's like communities. So this is, I guess like a running crew in Japan or somewhere in Asia. So this is more stories, 6 million football. Cool. All right, now this one, Mr. YouTube, the king of the light feet. Great. I like that they tag the photographer artist as well. Okay, cool. Sharing the story about Mr. YouTube talks about his story here in dance. Show some moves. If dances your outlet to, okay, cool sharing about dancing at this engaging thing here. I can't use this on the desktop, but on mobile, he would play with that. And then a quote, nice, these are very easy to share. Broadway street. Cool. So that lets me know that he's in LA. Okay, another story here at a stoma. You're Burge. Okay. She's a footballer. Yeah. So let's say they're sharing a lot of stories on their highlights. Some more stories here. Awesome. Yeah, that's a really cool. Because when they share their stories like this, it connects their audience to the message that they're ultimately pushing, which is wishes many different layers to it. But the ultimate message of Nike is that it's a sports focused company and dad, it's trying to push sports forward. So a lot of this highlights that they have on here are very sports centric and it very much for athletes. And also the other narrative that they're pushing our supporting is that they are supporting minorities and people of color in a lot of these initiatives, stories that they're sharing. So see, we just had an Asian person and other black person. I'm here. And yeah, a lot of diversity. So also we noticed to the way that they frame these, these stories is very clean and well-framed. So if you notice, it's like a bit of texts, a framed up photo, and maybe some credits on the bottom. Same with her bit of texts photo and then credit on the bottom. It's just done so well that it looks clean. So we keep moving. Very similar format, nice use of good font choice that's very moderate these days I keep sans-serif fonts and also a serif font while it's in contexts. So the thing with these fonts is Sans-Serif. Amazing for actually both sans-serif serif fonts are a very amazing for modern-day branding, but how this one is chosen, this fits a lot like this type was on Sarah with a bit of roundedness, kinda fits very well with current contemporary design. So, yeah, So cylinder with this very modern-looking font. Next also some modern-looking font, framed photo and some credits on the bottom. And then a video. And yeah, ultimately they're just sharing three stories. Let's move on to the next highlight section. The next one is o, because we went through all of them. Okay, cool. So we can just go down and see what else they have on here too. So here are some of their athletes, I'm guessing, is sharing the stories from their athletes. Here is a note from 50 years ago. So yeah, I guess this is just a piece of Nike history that they want to share. 670 over 0.5 million likes. Amazing how many shares they got. Here. They are sharing more photos. Something interesting to know is that a lot of these photos use a film like styles. So like for example, this one has a film like style, is tiger Woods, has a filmic style as well. It also has that like late 80s, early 90s live with a small logo and the font, like the minimal small font. But yeah, this is their aesthetic. I guess they're doing the kind of vintage feeling to it. Maybe film like I want to say this is stop there because the people that they're appealing to millennials grew up with a lot of film and this type of color palette. So that when they see this, they get a bit nostalgic and they feel like this brand sneaks and connects them like their whole life growing up. And personally, I really liked the color of film looking. Color palettes. Very nice work. This one's cool too. How they use this giant texts to center this video title. And then they started having smart texts to highlight the video like maybe caption the video. I'm not listening to it right now, but I'm guessing either be an English or a good translation if it's in another language. This is talking about the diversity within Tokyo's growing women's skating. So yeah, it could be in Japanese. These are very cool. So let's move up and see what other things they have on their Instagram, which is the guide section. And I can certainly doing one thing for the guidance section, making moves to 0 real. Okay, so I guess they're talking about the shoe production and how it has very little carbon footprint. And this is like the whole process behind it. Sharing their mission to save millions of shoes. Cool. Seems like it's kind of a basic guide. Not too much effort has been put on the guidance yet. So I'm guessing guides haven't been that good on return, on views or impressions. So we can check some of the real is just to see the aesthetic. See more of the film tone. Again, refund captures the behind the scenes of this athlete. This one to also captures the behind the scenes of the athlete goes with the narrative of storytelling. So that's very cool. This one also going with the storytelling narrative. Some film like look cool. So it looks like Nike's social media on Instagram does a lot with storytelling. Like they want to tell stories. And ultimately I think that it makes sense because telling the stories of athletes really connect the brand message of just pushing the sport and also shows the lifestyle behind these athletes, which is ultimately pushing the Nike sportswear narrative of being a lifestyle company. So let's get off Instagram. You can also check their tagged photos do but depends on whether or not they curated for some brands to take some photos off. But yeah, I suppose it's a bunch of people wearing Nike stuff, very on-brand. Outside of Instagram though, we got Twitter. So Twitter, same thing. They have the Black Lives Matter and the stock Asian hate hashtags highlighted on their profile. And we go down, we see everything we do is to unleash the potential of every athlete rate. So that is the narrative to unleash the potential of athletes and help them do things you didn't even know you could do. So. Perfect, Perfect. Highlight, photo or pinned tweet. When you go on their Twitter, you go down the sink. They haven't texted for a few days. But they are sharing a quote from Janice a. And this is a color format. Also, if you notice again, and it has the film like vibe to it, which like I said, I think speaks to millennials. Quotes on this, very easy to share. So it's got 55 retweets, which I think is pretty good. Oh, this one is doing even better. I was 200 retweets. And this one is very slightly. If you look at the first few seconds, Let's turn the sound up. If you look at the first few seconds, it's got a very nineties vibe to it, with a flickering, the colors, the neon colors. And the word is coming in. Definitely has the 90s by that DVD signing who's been using DVDs these days. So here's that, That's really cool. Definitely very shared worthy. And then here's a piece of history from last time. This has almost 2 thousand retweets. Amazing. Here's a logo they're sharing. Awesome. Another quote Video, only 61. So I guess they're both videos are to do and as well as some of their other stuff. This one is also exciting. It's a Nike has acquired artifact, which is a few studio, and this is their NFT project that they're sharing. And this has a thousand retweets. So that's actually really cool because if these are its own separate community and the fact that Nike is getting involved in it and pushing the technology. Very good, very odd brand with the fact that a lot of these people that are consuming Nike are from urban cities. And urban cities tend to be very into tech. So there might be a match between the NFV world of cryptocurrency and the lifestyle aspect of Nike. Right here we see Nike crypto cakes. So yeah, they're definitely doing something with okay, more quotes. Looks like the quotes get around 53 tweets. Yeah, 5069, crazy, but still amazing. Okay, here's this one, short film with school boy. Q. 12 thousand retweets. This is amazing, right? Like it has the vintage vibe. As usual. It has a lifestyle, the storytelling. I guess he's also very good entertainer. He is like a world-famous wrapper. So more storytelling, Tiger Woods in there. And it isn't just about God, it's thoughts, it's sitting against all odds. Tiger has never done amazing. So fate, they hear the craft is one, a very engaging, inspirational Tweet message that leads up until you watching this film on Tiger Woods. And on top of that, they have schoolboy Q hosting it and having this very engaging piece of content, so ends up being retweeted 12 thousand times. A lot. More of this, I'll just put three got over it that 1.5 thousand, this is one, one's good. The other ones didn't do as well. So yeah, this is their Twitter. And finally we will take a peek at their YouTube. Youtube, as I see one day, two days. So they post every few days. And I guess they're pretty long videos too. There's some shorts, but there's also like these ones, which are like stories. Okay, cool. So this is very on-brand with YouTube as well, which is doing long story type format things. Nike definitely did very well with this some film like kind of vibe as we expected or as we've been seeing some storytelling. Cool. So this very nice to be able to reuse this content for like Twitter. Maybe that's why it's getting such low engagement is that some of these people have already seen these quotes on the videos already. So here's some quotes. They probably just take a screenshot of this and just posted on or like a snippet of this and just posted on Twitter. And hope to get some repairs. There's plenty of quotes in here. Sure. Plenty of clips where they can just add some words to it. So really cool. Alright, so take a peek at their Facebook just to see what's going on. But personally, I don't think marketing on Facebook is the place to go these days, but we'll see. It seems like we haven't posted since 2017. So like I said, Facebook that I've been doing too hot. But here's our analysis of Nike. We looked through the colorways that it's using, which is a vintage color ways, the message that it's trying to convey that sports and being inclusive. And finally, some of the imagery, how they brand themselves. Definitely very late 80s, early 90s. Vive, very throwback. He really appealing to the millennial demographic that is advertising too. So I'll see you in the next video. 9. Big Brands VS Little Brands (Ads): The first thing you got to know is, what do we shine? What does this business, what is this business about? And where do you lie in the whole atmosphere of this? So for example, if you're providing a service to somebody, do you know where clients are, what your clients value, and what is this whole scene? So for example, I know a brand that does sunblock and skincare products. And when I met with them and I talked to them, their founders were very much in this scene that they were going to sell to. So when they finally launched and had their products and stores, these stores were actually, for the most part friends with them already. They actually went on a poor from Southern California all the way to Northern California, stopping by every surf shop and talking about the sourdough is actually really, really interesting and cool. But ultimately, do you know where your credit lies in the grand scheme of beings because they were competing against some of these huge brands. Because when you are looking for sunblock are typically go for the hearing friends at already well-known like I know, for example, my parents would and up until recently, I would probably have done the same just because it's so familiar for you to go to these brands that are, have been around for decades and decades that you hear all the time. So when a new brand comes into place, It's very important for you to do something that sticks out and stands out. Since you understand where your profit is, what you need to do next is understand what people value, especially in the industry that you're selling to justice brand speak the right language for the people that you're selling to. What kind of brands are succeeding in this space. Colors they use, what fonts you use, what their design website is, the way that you present yourself, very much similar to what these brands that are doing very well have. We're gonna go in and look at that. Let's look at the brand bands and what they're doing with this face. We went on Google and we're looking, and actually these are classic advanced silhouettes. I actually like how these look a lot. I'm currently in Vietnam, so some of these are in Vietnamese. But if you look at these veins, this is the tried and true collection stuff that, you know, for the most part people are going to light. These are actually different advertisements though it's not from the vans itself. So let's go on bands off the wall. Since 1966, vans brands itself as like an old-school company that everybody that's in skate or for me serve really know and understand. This one talks about how it has a rich history of being adopted by people with a rebellious spirit, becoming a staple amongst street skaters in the nineties and go through for hardcore punk legends as a symbol of creative defiance that this is so well-written like when you read this. This itself is an ad, even though it's just a description for a shoe like the way that it's put together. This is amazing. And vance been around for 40 years, so definitely has some of the top tier talents right in there stuff. Okay. This one's, there's skate high, which is also like a popular veins shoes at one of the classics. And here it says it's the second shoe to feature the iconic bands sides stripe. And it is an emblem of the off the wall closer yet definitely this is something that is a emblem of like bands as whole success. If people look at dance, they're gonna know this silhouette. So we'll go down, we'll look. There's another very interesting thing to notice too, is that the mono that they have here had these cropped pants and my opinion on them as we look pretty good, it's trending right now. But the thing with this is it's symbolizing that they're in the know with what the community is doing right now. Seeing this person fold up their pants like that cool little crop. Not bad, not bad. And also as we're going down, we're looking through their site to notice how there is like a texture in the background here. That's actually a very well put together. It really, it brings out the issues and gives it that gritty kind of feeling, which is perfect for the rand. And then as we go down, Let's see more of this. Here's a rock band. Here's a couple guys getting, I think they're sitting on a skateboard. This guy's eye rolling on a skateboard. Kid with a grinding bar, someone with their feet on a skateboard, like all of this stuff is, for the most part, outdoorsy and skate light. Like these people are out and about. And this is what the whole brand is selling. It's like being out and about is important and rebelling against. Be it inside ultimately like this is the brand for veins. As we go up, we can even see two. It's divided from other sneakers and then there's I guess classics where their classrooms models and then skateboarding. Like they really want to highlight that they are in the skateboarding scene. And if we look at it, we'll see these cool little designs. This is actually very well-made. Just the yellow font. And the film like look amazing. Advance is one of the biggest companies. So as we were looking at them, make sure we're taking note of what they're doing. Because this is important as we live through this brand and we see how they defined the aesthetic of this whole genre, like everything's skateboarding, advanced puts out people are going to be, we're going to look at this and be like Yo vans is doing it. I'm gonna do it to like veins is a cultural icon. Go down, we look at more of this stuff, just more escaped stuff, very lifestyle core states stuff. And this is their escape team, which in some way this is showing that they have all these pro scarcity is very good skaters on their team. Sure, we click on what are their names. It's gonna be someone that is rip in at the skateboard. Here is little biography about the scatter and what they're doing. Okay, I guess they're in different brains too. Which is also very important because the fact that this skater skates for other big known brands to show that this person is legitimate. Other brands are paying this person and having him or her on their team. This totally goes in line with how Evan's advertisers and brands itself. Now let's skip onto a smaller company and see how advanced style speaks. Very much like this smaller company. Okay, So this is a local brand, scape slash CRF grant in San Diego, California. And some of their stuff, if you look at it, is also very well-made and has the same vibe as veins does. Ultimately what they're selling is the Southern California outdoors lifestyle, which is very sexy to people that are not until the California. And even for me being from Southern California isn't cool lifestyle. So as we go on and we looked at their website, we can see that their branding in a way that is similar to veins in that they are showing the lifestyle of people who wear this brand. So weevil, a vacay. So there's surfboards. There's other different shirts and stuff that they have. And also you'll notice that it has that similar like Grady film like five that advances doing to all these photos like this one's black and white and has that film look to it to we could even open it up and see. Watch this now. Yes, like straight up film shot on Super eight, which is super in these days. And if you're selling something in this world, Super eight actually makes sense because it fits in with the vibe and it shows the people that you're selling to you that you understand what is cooling appealing. So we keep scrolling just to see what else they have to have more grungy kind of raw designs. And then here's a journal which shows their blog. Is your blogging. Seeing this. If you look at it, It's also very similar with the film like the Super Eights. And ultimately this is very much similar to veins. What they don't have for them is like 50 years of history. But what they do have for them is that they're selling that similar lifestyle of instead of scale, they are more surf oriented. See on the right we also noticed team writers, which is just like what advances. They're not as well detailed. I guess it is. I guess still could click on this one doesn't work, but you click on some of their writers names and may lead to their Instagrams like this guys surfing here, doing a hanging ten right here. Pretty good. Like it's not, not easy to do stuff like that. So when you see someone showing that there are real surfer, cool, This shows that this brand understands their market and understands that they are real surface. So we can also go and check out their stock is slipped list here and see a bunch of surf shops. The fact that they're stopped at surf shops show that they are part of the community. You're ready and that they are in the know with things that are very much disclosure. Now we're gonna go on to this next company, softer, which sells the sunscreen that I was talking about. And they are branded in a very much similar way to like if you look at it, it's filmy hazard yellow color that we saw in bands, has some states stuff surf stuff, netscape, but just surf stuff, more beach stuff here. And it's just raw. It's cool. You know, like this is the vibe like these days based on what fans is doing. And we saw them do it with the raw film, like love the film, videos and stuff. This is what's in right now. Like this grungy kind of thing. You can see the texture in this photo with the textured wall. The big bold fonts, their webpage that you really like, contemporary. Here's even this word, get to know these cuz it's kinda funny. Cuz is a term that describes people who are new in surfing. The fact that the threw that in there shows that they understand what their market is about and is light. And here we can check their Instagram too, just to know what their page, those sites. Very similar. Here's one of the classic name than the industry. But yeah, very much Silver Surfer people from more serfs and more surface serve. It's just like a mix of surf lifestyle and what they're doing with their brand right now. And see how these texts posts are also really fun to. It adds to the whole vibe and environment of it. And this kinda looks like a collage. Seeing them and seeing what they're doing. This is definitely a good idea to do if you're a small brand is to be able to look at a big brand, understand that you're selling through a similar audience and then in some ways, emulate what they're doing into your own brands flavor. You might be wondering, all right, Great, That's all branding and I'll get to it. But where are the real ads? Now for me personally, I think everything that is put out to be forward facing to the consumer is an advertisement. But we can go into their paid ads, which is what they're pushing out onto their audience. So let's dive in with veins. What they're doing is let's see. This kind of stuff just like we saw on the website. Very much grungy has that kind of film like look like I can picture this having some film grain on it. And actually photo itself actually does have some grain on it. So very much like film and then big bold font. We go down, this is the authentic classic, so it looks like they push their classic collection a lot. And again, we have the film like colors on this. Parachutes are like that. Shot right there. More craft paints that we talked about as outdoor shots are in here. More corrupt pants. Some more of that grungy, filmy look. This is what fans is putting out onto the public's either paid advertisements, which means this works because we look here, they are a page with 19 million likes That's insane in 19 million. Now let's hop onto this other relatively smaller brand which has 18 thousand likes. They're significantly smaller. But let's see what they do because it's very similar to what fans is doing since they are selling to a similar demographic. We scroll down and we can see that these are also very much similar colors like this is that film look why it's not playing. But yeah, there's this film look here. And very much the same colors as the other one. This shows some outdoor shots with product that they have gone down just more lifestyle stuff, film colors. Inside. This one they're minimal product shot to say to vans shoes ones. But yeah, if you look at it, you can see that these two brands, although probably huge difference in budget, are pushing the very same similar looking stuff just because they're in this similar they are in a similar market like selling to people who are living the Southern California lifestyle. Okay, so to recap, one, make sure you understand the product, where you're at, where you're placed in, what kind of people you're trying to sell to you. It's very important to understand your target demographic just so you can know how to speak and present yourself to them. And to make sure you look good when you present yourself to them, like half the right branding color thoughts, make sure it's in a way that is like when they see it, they're like, I get this brand. This brand is neither brand is speaking to me. Nowadays we see a lot of influencers working with brands that they like. And this is because the whole culture has changed. An advertisement where a lot of people are getting the opportunity to work and choose brands that they like to work with. Because that's also one of the ways that brands are able to sell better is when they work with influencers that are selling to a product market that is the right fit for their brand than they're able to sell. Like better products are better volume, just because the audience of these influencers are in the same market like they understand This brand is and what this brand is about. And now that there is a role model they have, they're gonna follow this role model. Finally, even if you don't have the bright budget, like a huge brand might have, make sure everything that you do fit and is the proper lifting way to sell your product. Like if you don't have tons of money to run instagram campaigns, you don't have to do a big giant Instagram campaign instead, you can just have a small feed with nine photos and just have a page that when people go under View up they have something to see. I see a lot of brands think that they have to do Instagram and then push themselves to do Instagram and put up these really bad content that while they are putting out content, it's actually detrimental to their brand. Because when people go on to their brand and looked at it, it's like this very amateur looking thing. It doesn't look like a real business. It looks like don't take themselves seriously and it's just not worth it. It's not the best use of your time. You're making bad content and you're not getting the right recognition for it. 10. Final Video: Congratulations on finishing the course. Now if you could do me a big favor and spend 30 seconds to write me a review about what you thought was helpful so that I can continue doing more content like that. That would be so, so, so helpful and also helping this course be seen by other people as well. And if you enjoyed the topic, I do have many other courses that cover a similar discussion. So I'll see you in the next course.