Branding for Beginners

1. Introduction: You've heard this term thrown and kicked around as many times as a ball in the backyard. It could mean designing a new logo, coming up with a new look, choosing a name, or introducing a product to the market. This concept of branding. What a brand is, what a brand strategy needs to be, and is it the same as marketing? It's all connected and branding for businesses needs to be done effectively if it's gonna be done at all. Good. I I'm Frank. I worked with businesses here in Australia and around the world to identify who they are, what they stand for, how they're going to connect with their consumers. And do so by captivating their consumers. Attention to be a brand is thought of. And it's done with this thing we call a brand, bridges the gap between consumer and the business to become a vital and valuable asset for short and long term success. Welcome to a branding for beginners course that is made better for creatives and business owners to be better at branding for better business success. Bit of branding, better business. 2. What is a Brand?: What is a brand? So a little over a century ago, a brand was what a farmer did to their livestock to identify astray from the hood. It was theirs and it could not be removed. Of course, this is barbaric by modern standards. But this is where a brand and the act of creating one branding has come from. In the past century or more. A brand has become a thing based on the commercialism of business, where businesses have consumers and an offering to give them. Let's break all this down. Businesses, they come in all shapes and sizes. Large corporations of thousands, teams of 20 or even single owner operators. They can even be people, and people can be a brand in their own right. A consumer is anyone buying into what the business or person has to offer. And consumers can be clients, customers, patients, and even your audience because they are consuming what you are giving them. Your offering is a product, service, event, or some form of entertainment like social media content. Where a brand fits into this equation, is that it's the tangible or intangible puzzle piece between a business and a consumer. To me, a brand is a captivating moment of connection. Now there are many other definitions of what a brand is, a promise. What someone says about you when you're not in the room or a person's gut feeling. I didn't have a problem with these definitions. But if you have a brand, I believe it needs to do these three things. Be captivating. If your brand can gain the attention of a consumer over other competitors. That's the first step. It could be color, imagery, video sound, a Logo packaging, signage, or a social media post that captivates attention. This is why advertising is your go-to ace card up your sleeve when it comes to getting a consumer's attention. But why do we want this attention to create a moment in time where a consumer either seize your brand for the first time or recognises it. Again, we're a first impression is then imprinted on them to occupy a few tiny brain cells. In other words, this moment in time is what reminds them to think of you. They need or want what you have to offer. This moment contributes to brand salience, which then leads us to a connection. This is what a consumer feels about a business person, event or offering. It's what a consumer experiences and the touchpoints a brand can have to connect with the consumer for good or bad. It's why consumers pick one brand over the other. They have options, and most consumers have a preference. So a brand is what leads this emotional connection, bit irrational or rational, that ties them to a brand as they go to choice. E.g. I'm often captivated by the McDonald's golden arches logo. It makes me think back to a moment in time. I can distinctly remember. That was my sixth birthday party. It was at a McDonald's in Sydney during a terrible bushfire season that half of my classmates couldn't get to because of those bushfires. I'm pulling back in that moment of experiencing McDonald's, that connection I have with it as it is become a brand of choice over Burger King known as Hungry Jacks here in Australia, KFC and other alternatives. When I think of fast comfort food, which is why I take my kids to get an ice cream every so often from there, which I'm sure they'll look back on those moments the same way I have because of an histologic brand moment. Now, this isn't to say a brand doesn't exist if it's not achieving each of these three things well. But to be better at branding for better business success, Let's start slouch here. Am I right? A bit like a brand mark on a cow. Your brand needs to be imprinted in the minds of your consumers by continually creating, captivating moments of connection. 3. What is Branding?: A brand can be inherent or intentional. What I mean by inherent Is that a brand can be what it is without any deliberate action to create a captivating moment of connection. So a brand can be inherently who you are as a business, as a team, or as a person, by how you instinctively operate and show up for consumers. And it can also be how your consumers inherently see or feel about your brand instinctively when engaging with your brand. On the flip side, a brand can be intentional, engineered to create a precise, captivating moment of connection. This is a deliberate set of choices you make to elicit a captivating moment of connection with a consumer. This could be choosing colors and a visual style that stands out from the rest of your industry you compete with. Or establishing a level of service that is unexpected by consumers that they could only dream of experiencing. In the last module, I established that I see a brand as a captivating moment of connection. To answer what is branding? I add to that definition of a brand by saying that branding is creating a captivating moment of connection from clarity. In doing so, it defines an intentional act of creating a brand by achieving clarity of what makes the brand exists and how it continually manages that prisons. So what do I mean by clarity? Clarity is understanding who your brand is made for, which is all the different segments of consumers you can potentially target. Clarity is positioning your brand to be thought of first over competitors. And clarity is nurturing a team culture that knows the direction everyone is working towards and supports growth within your team to create greater confidence. The best part about clarity is that it's going to influence all touchpoints, all of your brand to consistently and confidently create captivating moments of connection with consumers. With that, Brandon can include the strategy, development and maintenance of your brand, your brand name, an updated message, keeping your visuals consistent across touch points. Updating your logo, constantly improving the consumer experience. Re-positioning your brand in the minds of your consumers. Updating signage, or refreshing the menu of products and services you have. You'll notice that branding is not just a set and forget. It requires constant brand management. But by having clarity, branding as a constant activity in business becomes more purposeful. Being objective to gain clarity that will help you achieve captivating moments of connection with consumers. Rather than only being subjective of what you like, the look or sound off. With better branding comes better business. 4. The difference between Branding & Marketing: Truth be told, there isn't much difference between branding and marketing. Each can somewhat be easily interchanged for one another in a conversation. The reason for this is that branding and marketing work towards the same goal to see the brand, when to win as a brand, it means more consumers consistently thinking of and choosing your brand over others to win in business is to remain profitable. These two goals are linked by cause and effect, without consistent consumers choosing your brand and buying what you have to offer as a business, revenue and profits obviously can't be achieved. So if branding is creating a captivating moment of connection from clarity, marketing is establishing who the moments are for and making those moments possible. If we looked at branding and marketing like a cricket game, branding is the team on the field. Captivated great moments of connection that consumers want to see and catch the ball in the stands. While marketing is the team manager. Establishing the playing field brand to play on, managing the team and getting the message out there. By advertising content and touchpoint experiences to attract consumers to visit your playing field and bias seat to the game. So analogies aside, branding is responsible for the name and identity of a brand, the internal culture, and the external experiences and touchpoints consumers engage with. Marketing is responsible for targeting the right consumers, positioning your brand, pricing you're offering, placing in the right spot, promoting the brand and its offerings, even nurturing the consumer experience to maintain consumer retention. Interestingly, that can be an overlap in their functions, which is why I said at the start of this module that one could be interchanged for the other. To give you some examples. A target market can be influenced by the identity of a brand or vice-versa. Pricing can influence the identity or vice versa. And placement can influence the external experiences or vice versa. Meaning that a branding person can identify a target market and guide pricing. While a marketer can also identify the external experiences, touchpoints, and how the brain communicates. Another objective difference between the two is that marketing can typically be measured both quantifiable and qualitatively. While branding is typically measured qualitatively, quantifiable data means measurable statistics and key performance indicators that identify things like market share, lifetime value of a consumer, profit and loss, consumer acquisition cost or customer acquisition cost, churn and engagement analytics. These ensure that the brand is performing when and where it needs to. This data then helps make decisions to either amplify what is working or look at a change of strategy. Qualitative data measures consumer happiness and preferences by way of research, focus groups, interviews, or observational studies. This helps define the consumer experience psychologically in both water consumers says, and what they actually do when making a purchasing decision. Now one of the big misconceptions I often hear is that marketing is the short-term and branding is the long term. This is total hogwash as the actions of both complement each other in the short and long term to help the brand when? To learn more about this, look into Benet and fields the long and short of it to find out more on this approach to brand success without branding, marketing falls flat. Without marketing. Branding reaches note one. While marketers can do branding and branding, people can do marketing. This is about better branding to create better business success. 5. What is a Brand Strategy?: In the last module, my take on branding and marketing was that they can be somewhat interchangeable. In my view, the same goes for brand strategy and marketing strategy. Now, it's not my opinion, it's the approach marketing professor Mark Ritz and takes to these practice that I agree with as he believes they are the same thing. It just depends on whether you're talking to a marketer or a branding person. Because the same steps can be taken to address the branding and marketing of a brand. And then it's ultimately about working towards a goal to see the brand when. It's also quite similar to business strategy, which focuses on business operations, profits, and product development. The two can and should influence one another. While there is also some overlap in both approaches to developing a strategy. H context, let's call it brand strategy for now. And let's also say that strategy, in a broad sense, is not a plan to win. The best definition of strategy I've heard comes from Roger Martin. He's an author and former School of Management, Dane, University of Toronto. He says that a strategy is an integrated set of choices that positions you on a playing field of your choice in a way that you, when a strategy is a theory you have, as Roger Martin says, that is both coherent and doable. Now in the last module, I've established what winning can be for a business and for our brand, as well as where branding and marketing fit. If we looked at it like a game of cricket. If we continue that analogy, a strategy for the business and the brand is deciding to play your own version of cricket, not the game. Competitors are playing. A game that attracts the same, if not similar consumers. So let's say every other competitor is playing five-day test match cricket and one day cricket. Your theory is to play a game of cricket that is reduced to 20 overs per side. Your strategy is deciding that what you offer is still cricket. But the way it's achieved is that it's your own brand of cricket that changes the experience for what you believe a consumer wants so that your brand wins. It's not to say that consumers don't still like test match and one day cricket. Or if your brand of cricket wasn't available, that they wouldn't consume these other options. The strategy is to present your brand of cricket as the preferred option for many reasons, allowing you to then execute the strategy by brand naming it t 20, adding light up, flushing stumps, colorful competitions, and marketed as an action-packed brand of cricket that is positioned for all the family to experience cricket within an accessible for hours, not four to five days to see an exciting result. Now if I put this into a business context, a good example is AirBnB. The business strategy is deciding we don't want to compete as another global hotel chain like Hilton, Marriott or a core. And we can elevate the concept of quite bed and breakfasts to make it easily accessible and bigger than any single hotel chain. Our theory is that we can do so without owning a single room, building or pool. That we can share our technology and profits with everyday people, own rooms and properties around the world to grow our capabilities to host people are defined by the amount of hosts we can attract. The brand strategy is deciding that we aren't a hotel chain where bigger, we're everywhere and we're just like home. Our theory is that we can be a home away from home. And we can be where our consumers want to be anywhere in the world. And thus calling it Airbnb. To grow, our message needs to reach more people around the world to realize this experience is waiting for them. Now, I have no idea if this was Airbnb strategy from the outset. But if it was in somewhat the same ballpark, Could we say Airbnb strategy is helped their brand when? Well, in an article from The Guardian, Airbnb site listed more than 6 million rooms, flats, and houses in more than 81,000 cities across the globe. In just over a decade, amounting to an average of 2 million people resting their heads in an Airbnb property. H naught. This amounts to half 1 billion people, 2008-2019. Let's compare that to Marriott, the world's largest hotel chain, which has over 1.38 million rooms as of 2019. So that's 1.38 million rooms versus AirBnB 6 million rooms. I think it's safe to say that the strategies in general, if this is what they were close to, have been tremendously successful. Now, to action a brand strategy, much like branding, it should also not be set and forget shore some strategies can prolonged. But brand strategy, much like business strategy, should guide you in your day-to-day activities and be periodically revisited to ensure optimal performance is being achieved. This is what makes branch strategy and integral part of effective brand management. This is crucial to a brand because as we've established, brand strategy is a theory. Theories don't have guarantees. So what if the theory proves ineffective and doesn't work? Well, your brand strategy isn't set and forget, is it. You're not locked in. You have the opportunity to pivot your strategy when you periodically address it, be at every 612 or 24 months. Now if things go positively and the theory proves to be correct, then you can decide to double down on that strategy by doing the same or more of the above to grow your brand. So to engage in effective periodic brand strategy is to follow eight simple steps. Start by reviewing where you are now, where if you're starting out looking into market orientation, that can then lead to researching segmentation, targeting, positioning, setting objectives, then tactics, and making sure you have a budget that makes all of this achievable. Now I'm not going to go into each of these steps as I'll save that for maybe another course. Meanwhile, there are also a few other practices to brand strategy based on the brand needs, like brand architecture that can also be added to this process. But these fundamentals, in short, a strategy is able to be extracted somewhere in-between research, targeting, and positioning. Because we want your brand to establish in one sentence that this is what we're going to be for these specific consumers in relation to our competitors within this next period of time. By doing so, the aim is to have consumers think of your brand first when needed. How you're gonna do that is by following the plan part of this brand strategy process, specifically, the prioritized objectives and tactics that need to be achievable with the budget you have to play with. This is your plan of action to execute your strategy. Now I feel there is a misconception as well about brand strategy in that many are developing an internal brand identity direction and calling this the brand strategy. For the most part, it's focusing its attention on developing a purpose, mission, vision, values, personality, and sometimes messaging as well. While each of very important to establish the problem with this being the basis for your strategy is that these facets of a brand are unlikely to change. Instead, I believed that these facets, the core of your brand's identity. Sure, they can evolve over time, but they also need not change in many cases. So for those that see this as branch strategy to them, a brand identity as a result, is only what you see. The colors, logo, and visual elements. This is something I also don't agree with. Why I believe this delineation in terminology and practices important is that if you compare a brand identity with your own identity as a person, surely you are only defined by how you look. As individuals. We have an identity that is comprised of a realized or unrealized purpose of vision of who we want to be, a long-term mission goal of what we want to achieve in life, values that we morally live up to. And a personality that is inherently who we are and can be shaped by our life experiences. If you throw this into a business brand context, sure. This can definitely be intentionally crafted in a strategic manner in an effort to attract the right team to the business or the right target market if it influences the external identity as it should. But this is still identity. So this approach to brand strategy that others take is not so much an adaptive strategy to win, but an objective or tactical requirement to have an identity developed or refreshed with clarity. The kicker in all this is that a brand strategy can be executed without the need to change the identity of a brand. If I could give you the best visual example of how brand or marketing strategy, whichever you want to call it, functions. If we start at where the brand beach is, we're just keeping to the pretty END bit and ignoring the whole journey that comes before it. Instead, we need to make sure we're being strategic and objective in our execution rather than subjective. In other words, wanting just a logo designed becomes a less valuable exercise in time and money. To clearly define a brand strategy, strategic thinking can be hard, but if a process is followed, the end result can be simple to be understood and executed. Yes, coherent and doable. So if we were to follow this strategy process, are presenting, we can ensure better branding is creating better business. 6. What is a Brand Identity?: How do we remember and recognize the global tech company, Apple? Is it for the iPhone? Is it for connecting with loved ones on a FaceTime call? Is it the computer that you look at every day to do your job? Maybe it's the white earphones. An airport that just about everybody on a public bus has in their ears? Or is it the identity that you're captivated by? Two overtime connect with subconsciously making. You choose Apple and it's inescapable ecosystem of products and services over others. It could be the iconic apple shaped logo, the style of their products, the unboxing experience, the aesthetic of their digital and physical stores, the messaging you read in here, or the team culture that you can feel in your customer service experience. It's all of these things and more where a brand identity fits amongst all of this, is that it becomes the core part of what guides your brand image externally and your internal team culture. So there are two sides of an identity, the internal and the external identity. And we can break it down into three to four parts. Your internal brand direction, your message, your visual, and you're audible. Your internal direction is, as I covered in the last module, what many see as your brand strategy, call it what you will. But I call this a brand direction because it informs what your team is working towards every day until the end of days potentially. And it becomes the bedrock from what you built up from. It informs the personality of your brand, which can be inherent based on the people behind the brand or intentional, to collectively bring together a great group of people who can work together to share a common day-to-day purpose to measure the impact beyond making money. Values that can influence team culture. A common personality to feel unified by a mission and vision to know what success can look like for the brand long and the short term, if appropriate and if needed. This foundation of an identity may seem arbitrary or at least obvious. But if you looked at like an iceberg, it's what you don't see below the surface that makes an iceberg what it is above the surface. And what many don't see is the impact it makes on your team if used correctly. Helping you not only attract the right people, but measuring the impact meaningfully while establishing a positive culture that you can hire or maybe even fire by. So when it comes to what is above the surface in what your consumer experiences being of message, visual and audible identity. They are all made from the same block of ice as your internal direction and strategy to go along with it. So much so that if you proceed in a linear fashion, starting from a brand strategy to a brand direction, to your brand messaging, then to a visual identity, and if needed, an audible or as it's also known as sonic identity. Each step influences the preceding step. This creates cohesion. Your brand identity becomes a clear and consistent reflection of who you are, who you are for, why you do what you do, what you do every day, your personality, voice, what you're working towards, what you have to say and how you look and sound to cover what can be included in each step that pokes its head above the surface. One is brand messaging. It's your tone of voice, your story, your tagline, slogan, selling and value propositions, call to actions and more. The second is a visual identity. This is your colors, fonts, typography, logos, symbols, icons, graphic elements, imagery, mascots and law. And the third is a sonic identity that can be cell logos, things, jingles, music, and sound effects. Each of these three to four identity pillars, if you will, then fundamentally carry through to the touch points, brand experiences and marketing your brand communicates externally, many of which become the distinctive assets your brand will be recognized and remembered for. It can influence the style of your packaging, the price of your offering, the look of your shop filled out, or clothing, the design and function of your website, and maintain a consistent brand image. If followed with a clear set of guidelines, known as a brand guidelines document, a brand identity carries tremendous value, and then it can help determine a brand's value. Now it is brand equity. E.g. in 1971, Nike Swoosh logo was first designed for $35. Today that swoosh is valued at $35 billion. Not because the logo is a technical masterpiece by today's standards, given any designer is capable of designing it. But because of everything Nike has done to elevate its brand identity based on all aspects of its branding, marketing, business, and consumer experience. In other words, a logo is not great because it looks great. It's great because of the impact and success that the business has had from getting their business marketing experience and branding, right? So where there's a brand identity fit in amongst the definition of branding as a captivating moment of connection from clarity, your visual identity is likely to be the first captivating piece of your brand. For those with visual or audible impairments, your messaging or sonic identity are the likely draw cards to captivate attention over competitors and recognize when experienced again, how you can connect with the consumer is by the voice and words you use to emotionally connect with your consumer to elicit a feeling of by now, to admire your mission, to align with your values. See the benefit. Feel seen by your value proposition that you are for them, or simply just make them smile by the tone of your voice. While clarity is achieved for your team to know how they need to consistently communicate and show up as a unified team that represent the brand. For consumers. And identity can make them feel like the brand was clearly made for them. And they understand what is being offered and by whom. The ideal outcome. And personally a brand identity is the part of branding I enjoy specializing in as it becomes an influential part of how the team and the consumer experience the brand in a way that breeds confidence in many unique ways. 7. What is Brand Image?: At the beginning of this course, I mentioned that there were many definitions for what a brand is. One I brought up was a quote from the chairman and original founder of Amazon, Jeff Bezos, who said a brand is what people say about you when you're not in the room. I see that as a half truth. When it comes to brand management, you can control the execution of your brand strategy and the brand identity who present. What you can't control is the image your consumers have of your brand. So I believe your brand is what you inherently or intentionally make it. But it's also going to mean whatever a consumer sees he's or feels about it, be it positive or negative. The challenge with a brand image is that while you can't control it, you can of course, influence it for the betterment of your brand or even to your detriment. But so can external forces, shifts in consumer expectations, societal attitudes, and cultural or environmental evolutions can happen gradually or quickly. So to ensure your brand remains relevant, thought of attractive and valuable, your brand image needs to be considered thoughtfully. One example of this is the growing shift away from single use plastic packaging. Mars has recently done this with their confectionery. So many brands and needing to live up to their consumers expectations by focusing their brands attention towards a commitment to sustainable and alternative deliveries for their product. A similar example of this is BP. In 2001, BP infamously re-branded from British Petroleum Beyond Petroleum. In doing so, they pledged to hold emissions constant and to be a steward to the planet. But after a major oil spill in 2006 and again in 2010, with the biggest oil spill ever recorded in the Deepwater Horizon oil rig explosion. This detrimental effect on their brand image was immense. Bp lost $44 billion of market value in the space of three months. And no one was filling up their cars with the petrol, leading them to quietly rescind this solar and wind power efforts. Essentially moving away from their re-brand. That was until 2020 when the image emerged from a long duct spill of negativity. Re-computing their pledge to reduce its oil and gas production in substitute for more renewable energy investments. Now, to influence a positive brand image that is memorable, recognizable, and thought of first, we want your brand to occupy at least a few brain cells in your consumer's minds. I learned this concept from marketing professor Mark Richardson, occupying three brain cells as a way of positioning your brand. I've since introduce this into my own branding process with clients. The idea behind it is to lean into three facets of your brand that you believe a consumer will likely remember you for all that you want them to remember you for. These three things can be the distinctive assets your brand can be identified by like color, packaging, mascots, logos, shop fit out, or even a tagline. It can also be values, Personality, and the people that are the face of the brand. If we think about Tesla or hear their name, their three things could be their people, which for Tesla would easily be Elon Musk, their main product category, fast automated driving electric cars. And then logo, the elongated T-shape. If it was the Olympics as an event brand, their iconic five rings logo would be the first, followed by sport, dating back to ancient Greece, followed by all nations from around the globe. If it was Starbucks, it had no doubt be the coffee, the green mermaid logo. And they're trendy cafes people tend to work in. So leaning into these three facets can ensure your brand remains clean and simple in your branding efforts. And for your consumers to keep your brand Top of Mind with a more positive than negative brand image. Which means that if better brand and keeps you top of mind to be chosen over, others, were creating better business success. 8. Why is Branding needed?: If it hasn't been evident throughout this course, branding, along with marketing, is an integral part to business success. I always say that if you can at least think of one brand in a category that you think of first and maybe also by like Kleenex for facial tissues or toilet paper. How did they do that? Do you think they didn't get there without branding and marketing, to invest huge sums of money over the years globally to become so ubiquitous. That instead of saying a tissue, many Americans call them a Kleenex. Same goes for Google or Uber, where they become a noun rather than just a brand name. Branding is what can set you apart. And if that can be achieved, it means more business is coming your way rather than to a competitor. So let's say you're competing with a cafe that is five shops down from your cafe. This is fun, newer has attractive, engaging staff and a clean, modern fit-out. Yours, on the other hand, is a little dated, loved whites regulars, but new customers are gravitating towards that cafe that has a more captivating appeal based on first and maybe even lasting impressions. We're vein creatures. And usually if it looks and sounds good, we expect it to be good. It's the classic judging a book by its cover, which is why the first hurdle of branding is to captivate. If you can do that, then you have the opportunity to connect with consumers to provide your level of brand experience that sets you apart. This becomes trickier when a competitor is just as captivating as you. But if you're able to connect with your consumers or if you're offering is communicated better. These become the next level of criteria a consumer is looking for to make the decision. So if all things are equal and you need to find your competitive advantages, branding can help you do so in so many ways beyond just how your brand looks. I also touched on this throughout the course, but branding is part of what attracts great talent. If you want to grow into a bigger business, each team member not only wants to be valued, but they'd no doubt want to share the same values, feel part of what shapes the team culture and be supported by having a clear identity to communicate with confidence when engaging with consumers. Because if they're not on the same page as each other and proud of what they're getting out of bed to do. Then how can you expect your consumers to have a positive brand experience? Where this leads to, is having consumers that want to come back for more and talk about your brand with others to spread the word positively. As a negative experience is more likely to spread wider than a good experience. This means you need to have your brand experience dialed in and managed effectively to see the benefits which might be in the short and long term. If you think branding is not needed, YOU any different to any of those brands you could think of first, in any category, who did believe it was needed to succeed. 9. Exercise: 3 Braincells: In module seven, I talked about these three brain cells concept I learned from marketing professor Mark Richardson. It's such a valuable facet of clarity and branding as it simplifies the three things you're gonna be easily able to park in each brain cell. As an exercise for this course, I want you to do the following. The first is to draw three circles on a page. Next in each circle, right, one thing your brand can be easily remembered for. And lastly, add context of what the brand or business is and does. Just so that I can see what kind of business is behind this brand. You can either do this for your own brand or business, or you can think of a past or ideal future client if you're a branding person. But think of the most identifiable and or core parts of what makes your brand what it is in three rudimentary but significant parts. You can then submit your three things in a PDF or a photo if you've written them down, spend no more than 20 min on this. Because if it takes longer than this for your business, you need to give me a call to help you find that clarity. And I look forward to reading them. 10. Conclusion: Well, thank you for coming and experiencing this branding for beginners course. Now, I'm not the one who said this as it'd be exceptionally biased, but the editor-in-chief of Forbes magazine, Steve Forbes did. And he said, branding is the single most important investment you can make in your business. I'm not going to argue with that because I know the impact it has. I see it on my business. I see it on my wife's business. I see it on my clients businesses. And I see it on every successful business around the world that we know and buy from. I'll say throughout every one of my courses with better branding comes better business. Because there's going to be a time where investing in your brand or helping a business take that leap with your services will be for the better in the short and long-term in many different ways. So I hope this course captivated your attention, became a moment in time that you can refer back to the foundational theory principles for how I approach branding has connected with you to inspire better branding, better business.