Branding Isn't Everything: business for creative types | David Sunnock | Skillshare

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Branding Isn't Everything: business for creative types

teacher avatar David Sunnock, Designer | Marketer

Watch this class and thousands more

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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.



    • 2.

      Your Product


    • 3.

      Mission & Vision Statement


    • 4.

      SWOT Analysis


    • 5.

      Target Market


    • 6.

      Basic Accounting


    • 7.

      Basic Marketing


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About This Class

A branding guide is important but so is a business plan. In this class, I will go over basic business marketing, geared towards creative types, in a way that isn't boring. So, if you are a freelance designer, photographer, or want to open a business, this is the class for you.

Meet Your Teacher

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David Sunnock

Designer | Marketer


II am a business marketer with a background in graphic design. My passion is to help creatives achieve their dreams by teaching them general business/marketing.
Your ideas are great, it's time you got paid for them!

Special thanks to Caleb Minear. Without him and his filming skills, this project would have never happened. Check out his work on Instagram @calebminear.

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1. Introduction: Hi, I'm David Sonic. I'm a business marketing major. I've read a lot of books, read some case studies, and I'm gonna teach you business marketing. But this whole series is going to be geared towards creative types. So I had a creative guy shoot this video in the most creative way possible. I let him have free reign to make sure this isn't boring. So you're a freelance photographer. Freelance. Really? Anything You want to open up your own boutique or start your own business is gonna be the skill share for you. We're going to go over your product, your mission and vision statement, your competitive analysis, your SWAT analysis, your target market and marketing. Also, we're throwing a little accounting, but that's gonna be quick. So have a cup of coffee. Let's dive in. I'm happy with that. That's great. It's kind of hard to let go over the whole thing, But I will not. It's got okay. Keep you away. What is this? Treating people? I did that completely wrong. Look at it. It is just Does it matter now? Okay, It stopped 2. Your Product: you have your product, you ever business? What you need to figure out is what is the purple cow? This is what differentiates you from the rest. Purple cow is a term from Seth Godin's boat, but pretty much it's wow factor, the thing that separates you from everyone. So when the iPhone first came out, that was the first smartphone that was the purple cow. But the same a purple cows is they don't last forever. Now smart phones are a common thing. Samsung Android Tons of smartphones. It's no longer a purple cow. Whatever business field you're in, you need to make sure you have a purple cow or you're just can't get thrown to the wayside because you're doing that wow factor. So if your photographer, what service do you provide that no else provides? Or what personal touch do you use? If you're a boutique? Cool. Write a handwritten note. Anyone that orders your step because now people are doing that, that's going to separate you from the rest of the herd. That's pretty much what the purple cow is meant to do, something that's never been thought of or something that not everyone does. Islam is a separates you from the rest. That is the sole purpose. However, keep in mind, they don't last forever. If you have something, someone's gonna catch on and start doing it too. So make sure you have another purple cow in mind. Or in so many years you start thinking of something new and reinventing your brand. So get out piece of paper. Write down some ideas that make you stand out from the rest. If you need help, tweet me. I'm pretty good at responding to twins. Tweets. Twitters? Yes. So what you want is that wild factor right down? That's a homework assignment and then we'll move on the next class. 3. Mission & Vision Statement : Next is your mission and vision statement. This is pretty much the what and the how. So if you want to do something, how you gonna do it? We'll catch phrase. You can google Google's. It's a good one. And so pretty much. If you are a farmer, your mission statement is to grow great vegetables. Your vision statement is through hard work and diligence, so this is kind of way for a person to understand your company and its core values and what's all about. It's very important and can help make decisions for your company. Write down your problems right in the discussion below Tweet me. 4. SWOT Analysis: Now we're gonna talk about what's called a SWAT analysis. It's an acronym for strengths, weaknesses, opportunities and threatens. So the 1st 1 your strength is the things you're good at. The witnesses are the weaknesses within your own company. Opportunities are up trees you have for your company to go and pursue. And threats are threats not from other competitors, but mawr within your own business, your own brand, your own organization. So an easy way to understand all of these is we like a story problem. Let's say your coffee shop and you're new to the block and you are gonna roast your own coffee. Your strength is the fact that you roast your own coffee. It helps you have a stronger brand. It lowers your overhead so you could make more money. So that's a good strength. Your weakness, let's say, is you're short staffed and you don't have a lot of great baristas. So you're still in that training toe like do great coffee, so that would be a weakness. Opportunity would be something like their storefronts open around the area. For you to make a second location. That's an opportunity. Let's say there's up tree to go and get into the tea market and make your own teas and sell them those air your opportunities that you want a list. Where can I go in face to and all that? So your threats would almost be, let's say, a lie. Your Breece says this isn't a career job for them. So overnight you could lose a lot of people because they might just be a no call, no show and just quit. So that's a threat. Another threat would be a cultural threat of coffee just might not be trendy anymore, and no one wants to drink coffee. That would be a threat. So one making this. It's real important that you're not thinking a threat is another company, but cultural threats or internal threats. So make a list, write it down or download the document below. And if you have questions, just tweet me and take your swan houses and posted in the discussion below, and we'll talk it over 5. Target Market: Now we're gonna talk about your target market now with a target mark, you won't be very, very specific. So what it is is the group that's going to buy your product. So if you look at Starbucks there, target market is not truckers that Roko drinking speedway coffee. And if you look at all of their advertisement, it's true. You see a lot of trendy people until their target market is That's a roughly 16 toe, 50 years old. Professionals or people that, like nice things that were trendy clothes. So So ask yourself what is target market for my product? Who's gonna buy? And you want to be real with yourself? You don't want to say I have a product for everyone. That and I want everyone to buy it because that means no one's gonna buy. You want to be very, very specific, specific. And so what you want to do is make a list right down the age gender where they grew up about it. Serena video. Uh, like business marketing. Yeah. What? No, no, no, no. I'm four college student trying to make money. So what you want Dio, if you have a product that you think? Oh, everyone's gonna use this product. You have a practice no one's gonna buy and no one's gonna use. So you want to be very specific. So you wanna make a list right down the age, the gender, the culture, anything that you can get like a profile on This is the person I expect to buy my product. That way, when you do advertising, when you do branding, when you do anything, you know I'm gonna keep this person in mind. So I'm not going to deviate from this. So if you have a product that's meant for young people, let's say kids, kids aren't going to buy that product. Parents are so if you look at H and M, their marketing more towards parents and not kids. So that's something to keep in mind. Sometimes that that's so direct. Sometimes you get a little creative on how you're thinking. If you're a coffee shop, your target market lives within so many miles of that coffee shop, and that's what something went. Determine what is the average distance someone's willing to drive to purchase blank. So fill that in. If you need any help, tweet me posted in the discussion. I'll see you on the next lesson 6. Basic Accounting: you need to start doing some basic accounting, I can get around it. There's just something has to happen. First, we're gonna start off with How much does your product cost you as a person, and how much do you want to charge? So to find out how much you should be charging, you gotta figure out how long does it take start to finish to deliver the product or service? If you're making something from the time you sit down to the time that it's done and ready to ship and shipped, how long did that take you? You write that down now. How does it take you, or how much does it take? You toe? Make it so let's say it costs you $50 and materials, or you're spending gas money or whatever, fear how much that's costing you to make that product or to deliver that service. So write that down. Now. How much do you want to make an hour? Not gonna be the best starting off, but have a rest estimate of I want to make minimum wage or $15 or I want to make $50 an hour. That's super cool. Be ambitious. Write that down now. You're a total everything up. How much? You won't get paid per hour Times how long it takes you plus the cost of materials. That's how much you're gonna charge. If it seems like a lot and you can't compete, find some work arounds. You're gonna need to get creative, like, OK, I can't do this because it takes me too long and I don't know big enough facility, you know, put on the backburner for later, but find ways to cut time. Maybe not quality. I suggest not quality, but find workarounds. Find out you can get that number down with still making decent wage. Now that we got that done, you have on what your product has to cost you when you deliver that product. That profit you made is not all awesome money that you can spend on anything. You gotta start dividing that up. And it's gonna suck because it seems like a little bit at times. So first you're gonna pay yourself. How long did it take you? How much did you promise yourself in our How many hours did it take? You take that. Put it to the side. The other thing you need to do is called a cruel depreciation. That is, all your equipment that goes into making this product is gonna break. How long is it gonna take for that to break? How long does it take for your camera to go out of date? And you're gonna need to buy a new one. So how you do this is you take your camera, you say this is worth $2000 and in six years, I'm gonna need to buy a new one. And I can only sell it for 500. So you need to come up with $1500 by the time that comes around, like, six years. So figure that out. How many jobs are you getting for a year? Divided out? It's pretty easy. Once you write that, write it all down. It's pretty much basic math, But you don't want to figure out for all your stuff for your Mac book, for your camera, for your wakame tablet, for your sewing machine. For anything that goes into your business, that's gonna break. If you have a truck, a delivery truck, you're gonna need to put that on there. So this profit is going to start being divided out, then you take a part of it and you put it back into investing in your business. So this goes into new gear, new anything new building, office space, whatever you need that goes into that. So that's some basic accounting to divvy up where stuff is going. You also have to remember if you're self employed, you're gonna pay out 30% in taxes. So keep that in mind to your have to take each profit and each job and take out that much to pay for tax up in the year so it doesn't come up and bite you in the butt. So, to recap, how much does it cost to make each product? How long does it take you? How much do you won't get paid? What do you have that put it aside? How much is all my gear take or cost me to get new? How long until it's obsolete? Divided out? Start saving a portion of each profits and put it in there. You can do basic bookkeeping. If you're doing tons of mileage, make sure you're kicking mileage down because you can do tax write offs. With mileage, you can do tax write offs with equipment you have to buy. You have to do. You can even do tax write offs with coffee that you buy when you meet with a person, or even just Gabi that you buy when you work on stuff. That's all stuff that you can write off on your taxes, and I highly just starting. Keep track of that. Keep track of receipts. Super basic. See, that wasn't that bad. Basic accounting. If you have more questions, just tweet me on the next one. 7. Basic Marketing: the final thing. It's an easy one. We're talk about marketing just basic marketing. Now. What this is is advertising as well as how do you market your brand? So if you're a photographer, you don't just take photos, you capture moments forever. That's how you want to market yourself. Now the advertising side of this is How do you tell people that where did aing out What's the best avenue to reach people Now? Seth Godin's Purple Cow book talks about how mass marketing is dead. So TV advertisement, radio advertisement, billboards, all bad ways to market yourself, which is good for most of the people watching this video because I can't really afford it. So what you want to do is what's called micro marketing. This is where you take Facebook and market toe. Only the people that you know are going to buy or purchase your service. So if your photographer and you want to do just weddings you can add, you can make it so. Facebook only advertises two people that have changed their staffs to engaged from 0 to 6 months, 03 months, and so that way you're Onley advertising to people that you know that you want to reach thus no wasted ad dollars, as they say. So you're not just wasted money advertising people that aren't even interested? Another thing you can dio to reach people is why I like to call personal marketing. This is where you focus more attention towards your customers rather than potential customers. So if you are making something, put a personal letter in it, say thank you. Include just some little trick it like a button or a sticker for free. There's gonna meet a lot to the people that are purchasing your product or purchasing your service. And what your hopes are from doing this is that they tell their friends about it. So that's a great way to reach people. Is focused so much on making everything personal and making every transaction meaningful, and with hopes that someone is going to be so in love with it that they review your place well that they talk about their place with their friends and then that picks up more customers. It's a great way, and a lot of people and businesses are leaning towards that way of marketing, so it's something to think about, find out what works for you. If you need help, tweet me. But when you come up with a marketing strategy of how you want to reach people, putting the discussion below and we'll talk about it, that's all for the skill share. Thank you so much for watching it. Share it with your friends. Like it. Tell me how I did. Never really done one of these before. So hopefully there'll be more in the future. And I hope I helped you out. Thank you. Have a nice day. Perfect. I love it. We're done. Uh huh. There's years.