All language subtitles for 10.03 - Find and brief a designer

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These are the user uploaded subtitles that are being translated: 1 00:00:03,059 --> 00:00:05,440 Welcome to the second video on the topic 2 00:00:05,440 --> 00:00:05,900 of branding. 3 00:00:06,300 --> 00:00:08,500 This one is all about creating a solid 4 00:00:08,500 --> 00:00:10,960 brief for your designer that ensures your logo 5 00:00:10,960 --> 00:00:13,220 and branded design elements will fit with your 6 00:00:13,220 --> 00:00:14,200 business and goals. 7 00:00:14,660 --> 00:00:17,380 At this point you may be wondering, can 8 00:00:17,380 --> 00:00:20,500 I design my logo and website and everything 9 00:00:20,500 --> 00:00:21,300 else myself? 10 00:00:21,840 --> 00:00:24,240 Well, would you tell a graphic designer that 11 00:00:24,240 --> 00:00:25,480 they can shoot a wedding themselves? 12 00:00:26,220 --> 00:00:29,280 It's unlikely, but possible, that you are good 13 00:00:29,280 --> 00:00:30,760 at photography and graphic design. 14 00:00:31,119 --> 00:00:32,900 If so, congratulations. 15 00:00:33,740 --> 00:00:34,740 You're a unicorn. 16 00:00:37,670 --> 00:00:39,350 For the rest of you, you'll want to 17 00:00:39,350 --> 00:00:41,090 find a graphic designer you can work with 18 00:00:41,090 --> 00:00:43,290 so that your visual brand design lives up 19 00:00:43,290 --> 00:00:44,570 to all the work you did with your 20 00:00:44,570 --> 00:00:45,230 brand strategy. 21 00:00:45,630 --> 00:00:47,550 Does this mean you have to spend a 22 00:00:47,550 --> 00:00:48,970 lot of money on a designer? 23 00:00:49,430 --> 00:00:50,170 Well, maybe not. 24 00:00:50,610 --> 00:00:52,450 If you know one or get introduced to 25 00:00:52,450 --> 00:00:54,530 one, try suggesting a trade. 26 00:00:54,970 --> 00:00:58,370 Designers need photographers, especially to document their work, 27 00:00:58,750 --> 00:01:00,890 and possibly you can find one willing to 28 00:01:00,890 --> 00:01:01,830 exchange services. 29 00:01:01,830 --> 00:01:04,870 That being said, good design has value. 30 00:01:05,430 --> 00:01:07,250 You invest in the best camera equipment. 31 00:01:07,710 --> 00:01:09,710 Why not also invest in a solid design 32 00:01:09,710 --> 00:01:11,050 foundation for your business? 33 00:01:11,550 --> 00:01:13,870 Hiring a designer leaves more of your time 34 00:01:13,870 --> 00:01:16,410 to do what you do best, run a 35 00:01:16,410 --> 00:01:19,050 photography business, and create amazing photos. 36 00:01:19,630 --> 00:01:21,970 So, what do you need designed? 37 00:01:22,570 --> 00:01:25,230 Initially, you'll probably need a logo and three 38 00:01:25,230 --> 00:01:27,570 to five branded design items to demonstrate the 39 00:01:27,570 --> 00:01:27,890 brand. 40 00:01:28,470 --> 00:01:31,630 These items could include your business card, Instagram 41 00:01:31,630 --> 00:01:34,670 ad, price sheet, maybe a demonstration of your 42 00:01:34,670 --> 00:01:35,550 homepage hero. 43 00:01:36,330 --> 00:01:37,990 You can decide on the items that are 44 00:01:37,990 --> 00:01:39,030 most important to you. 45 00:01:39,650 --> 00:01:41,770 This will be a foundation that makes designing 46 00:01:41,770 --> 00:01:44,730 new items easier because you have some reference. 47 00:01:45,410 --> 00:01:47,210 You'll have to pass your wish list on 48 00:01:47,210 --> 00:01:48,970 to the designer so they can give you 49 00:01:48,970 --> 00:01:50,970 an estimate on the work, and you can 50 00:01:50,970 --> 00:01:52,230 decide if you can afford them. 51 00:01:52,590 --> 00:01:55,030 How do you know if a good choice? 52 00:01:55,530 --> 00:01:57,390 The first step would be to look at 53 00:01:57,390 --> 00:01:59,010 examples of their branding design work. 54 00:01:59,470 --> 00:02:00,350 Do you like what you see? 55 00:02:01,050 --> 00:02:03,350 If so, you can get an estimate and 56 00:02:03,350 --> 00:02:04,330 see if you can afford them. 57 00:02:04,770 --> 00:02:06,970 If that checks out, then you can move 58 00:02:06,970 --> 00:02:09,110 on to the next test, which is telling 59 00:02:09,110 --> 00:02:11,090 them what you want help with, and then 60 00:02:11,090 --> 00:02:13,770 asking them what information they need to know 61 00:02:13,770 --> 00:02:14,550 before starting. 62 00:02:15,470 --> 00:02:17,610 Don't just tell them everything up front. 63 00:02:18,210 --> 00:02:20,410 Asking them what they need to know will 64 00:02:20,410 --> 00:02:22,690 reveal whether the designer has a good process 65 00:02:22,690 --> 00:02:25,270 or whether they just rush into design work 66 00:02:25,270 --> 00:02:26,530 without considering goals. 67 00:02:27,210 --> 00:02:29,250 Would you trust a wedding photographer that doesn't 68 00:02:29,250 --> 00:02:31,030 have any questions for the couple? 69 00:02:31,510 --> 00:02:32,390 Probably not. 70 00:02:33,010 --> 00:02:35,150 Before working on your visual brand, a designer 71 00:02:35,150 --> 00:02:36,650 should ask you about these things. 72 00:02:37,070 --> 00:02:39,150 Your brand strategy, which we reviewed in the 73 00:02:39,150 --> 00:02:42,510 previous video, your target audience, your competitors and 74 00:02:42,510 --> 00:02:45,790 peers, what's working and what isn't about your 75 00:02:45,790 --> 00:02:49,010 current visual brand, and examples of visual brands 76 00:02:49,010 --> 00:02:50,350 that you feel are a good fit. 77 00:02:51,570 --> 00:02:53,790 Different designers might use different words for some 78 00:02:53,790 --> 00:02:54,290 of these items. 79 00:02:54,670 --> 00:02:55,130 That's fine. 80 00:02:55,710 --> 00:02:56,890 As long as they touch on the main 81 00:02:56,890 --> 00:02:57,830 points, you're good. 82 00:02:58,670 --> 00:03:01,310 In simpler terms, the list is why your 83 00:03:01,310 --> 00:03:03,750 company exists and what it does, who your 84 00:03:03,750 --> 00:03:06,830 clients are, who your competitors are, what your 85 00:03:06,830 --> 00:03:09,230 current brand is like, and what look and 86 00:03:09,230 --> 00:03:09,950 feel are you after. 87 00:03:10,530 --> 00:03:12,130 As long as they ask most of these 88 00:03:12,130 --> 00:03:13,970 questions, you should be in good hands. 89 00:03:14,710 --> 00:03:16,870 When you put all this information together, it 90 00:03:16,870 --> 00:03:17,830 forms a brief. 91 00:03:18,530 --> 00:03:21,030 A high-quality brief can make the difference 92 00:03:21,030 --> 00:03:23,250 between getting what you need from your designer 93 00:03:23,250 --> 00:03:25,110 and spinning your wheels getting nowhere. 94 00:03:25,770 --> 00:03:28,090 Now, let's go through these one at a 95 00:03:28,090 --> 00:03:30,670 time and help you pull the information together. 96 00:03:31,490 --> 00:03:33,950 Brand strategy, we've already covered in the previous 97 00:03:33,950 --> 00:03:34,330 video. 98 00:03:34,490 --> 00:03:36,950 That brings us to your target audience. 99 00:03:37,610 --> 00:03:39,790 Who are your current and ideal clients? 100 00:03:40,390 --> 00:03:44,310 Think about demographic information like gender, age, relationship 101 00:03:44,310 --> 00:03:47,130 status, income, location. 102 00:03:47,850 --> 00:03:50,150 Also think about the problems they need solved 103 00:03:50,150 --> 00:03:51,750 as it relates to your services. 104 00:03:52,450 --> 00:03:53,890 If you need to break up your target 105 00:03:53,890 --> 00:03:56,390 audience into more than one type, that's totally 106 00:03:56,390 --> 00:03:56,710 fine. 107 00:03:57,430 --> 00:03:58,870 This step is important. 108 00:03:59,390 --> 00:04:01,110 If you don't know who you're talking to, 109 00:04:01,510 --> 00:04:02,990 how do you know what you want to 110 00:04:02,990 --> 00:04:03,250 say? 111 00:04:03,610 --> 00:04:05,710 Here is a description of two men's target 112 00:04:05,710 --> 00:04:06,150 audience. 113 00:04:06,430 --> 00:04:08,310 I won't read it out to you, but 114 00:04:08,310 --> 00:04:10,070 feel free to pause the video and read 115 00:04:10,070 --> 00:04:11,770 it yourself, or check it out in the 116 00:04:11,770 --> 00:04:12,110 worksheet. 117 00:04:12,650 --> 00:04:15,029 It's worth pointing out that when they first 118 00:04:15,029 --> 00:04:17,089 started out, this was not two men's target 119 00:04:17,089 --> 00:04:17,550 audience. 120 00:04:17,750 --> 00:04:18,950 They had to work up to that. 121 00:04:19,490 --> 00:04:21,890 So just like some other brand strategy elements, 122 00:04:22,170 --> 00:04:24,990 your target audience needs to be revisited regularly 123 00:04:24,990 --> 00:04:28,110 to ensure it's still relevant and aiming just 124 00:04:28,110 --> 00:04:29,610 a bit higher than your punching weight. 125 00:04:30,410 --> 00:04:32,750 Next, we need to define who your competitors 126 00:04:32,750 --> 00:04:35,010 are and what they are doing with their 127 00:04:35,010 --> 00:04:35,710 visual brands. 128 00:04:36,030 --> 00:04:38,090 Once you've done this, you'll know what your 129 00:04:38,090 --> 00:04:40,070 brand needs in order to fit in enough 130 00:04:40,070 --> 00:04:41,350 and stand out enough. 131 00:04:41,770 --> 00:04:43,390 Here's how you can do it in four 132 00:04:43,390 --> 00:04:43,750 steps. 133 00:04:44,410 --> 00:04:46,930 First, create a list of known competitors. 134 00:04:47,590 --> 00:04:49,870 This is important for you to do as 135 00:04:49,870 --> 00:04:52,510 you understand who your competitors are, and a 136 00:04:52,510 --> 00:04:53,190 designer won't. 137 00:04:53,350 --> 00:04:55,570 These are businesses working in the same space 138 00:04:55,570 --> 00:04:56,930 at the same level as you. 139 00:04:57,390 --> 00:04:59,930 Next, research more competitors online. 140 00:05:00,370 --> 00:05:02,830 This can include more well-known brands that 141 00:05:02,830 --> 00:05:04,830 you aspire to compete with someday. 142 00:05:05,550 --> 00:05:07,470 Your goal is not to be exhaustive, but 143 00:05:07,470 --> 00:05:09,550 to identify the top five or so examples 144 00:05:09,550 --> 00:05:12,230 for local, national, and international levels. 145 00:05:12,630 --> 00:05:14,450 Then, organize screenshots. 146 00:05:15,010 --> 00:05:17,930 Take screenshots of all your competitors' logos and 147 00:05:17,930 --> 00:05:21,310 website homepages and assemble them all together, organized 148 00:05:21,310 --> 00:05:23,950 by local, national, and international categories. 149 00:05:24,790 --> 00:05:27,350 Lastly, observe and note insights. 150 00:05:28,310 --> 00:05:30,150 What do we need in order to fit 151 00:05:30,150 --> 00:05:30,390 in? 152 00:05:30,810 --> 00:05:32,410 What do we need in order to stand 153 00:05:32,410 --> 00:05:32,670 out? 154 00:05:33,230 --> 00:05:34,150 What should we avoid? 155 00:05:34,730 --> 00:05:36,430 Your designer should be able to help with 156 00:05:36,430 --> 00:05:36,850 this part. 157 00:05:36,850 --> 00:05:39,970 For example, maybe you've noticed that many of 158 00:05:39,970 --> 00:05:42,510 your competitors use the same color or use 159 00:05:42,510 --> 00:05:43,310 the same font. 160 00:05:43,870 --> 00:05:45,810 Note these insights so you can take advantage 161 00:05:45,810 --> 00:05:47,910 of them when working on the visual design 162 00:05:47,910 --> 00:05:48,550 for your brand. 163 00:05:49,770 --> 00:05:52,870 Now, let's figure out what's working and what 164 00:05:52,870 --> 00:05:54,890 isn't about your current visual brand. 165 00:05:55,290 --> 00:05:57,230 Have a look at your brand strategy work. 166 00:05:57,750 --> 00:06:00,030 Write out your brand strategy attributes in big 167 00:06:00,030 --> 00:06:02,150 letters on a piece of paper to keep 168 00:06:02,150 --> 00:06:02,970 them top of mind. 169 00:06:03,130 --> 00:06:05,070 Then, look at your current visual brand and 170 00:06:05,070 --> 00:06:06,070 marketing materials. 171 00:06:06,950 --> 00:06:08,010 Does it seem like a fit? 172 00:06:08,650 --> 00:06:10,690 Does it need a tweak or does it 173 00:06:10,690 --> 00:06:11,430 need an overhaul? 174 00:06:11,930 --> 00:06:13,490 Be sure to also compare them to your 175 00:06:13,490 --> 00:06:13,870 competitors. 176 00:06:14,410 --> 00:06:16,410 Do you blend in too much or does 177 00:06:16,410 --> 00:06:18,150 your brand stick out in a bad way? 178 00:06:18,910 --> 00:06:21,070 You need to share these kinds of insights 179 00:06:21,070 --> 00:06:21,890 with your designer. 180 00:06:22,490 --> 00:06:24,690 We've finally arrived at the last item you'll 181 00:06:24,690 --> 00:06:25,470 need for your brief. 182 00:06:25,870 --> 00:06:28,170 Examples of visual brands that you feel are 183 00:06:28,170 --> 00:06:30,090 a good fit with your brand strategy. 184 00:06:31,030 --> 00:06:33,150 Usually, designers call this a mood board. 185 00:06:33,150 --> 00:06:35,850 Just like you did with your competitive analysis, 186 00:06:36,630 --> 00:06:39,350 you're going to take screenshots of logos, websites 187 00:06:39,350 --> 00:06:41,770 or any other collateral that you find appealing 188 00:06:41,770 --> 00:06:44,450 and that you think is an appropriate direction 189 00:06:44,450 --> 00:06:45,150 for your brand. 190 00:06:45,750 --> 00:06:47,810 Put all these images in one place so 191 00:06:47,810 --> 00:06:48,930 you can see them all together. 192 00:06:49,630 --> 00:06:52,050 There can be multiple directions on a mood 193 00:06:52,050 --> 00:06:52,310 board. 194 00:06:53,010 --> 00:06:55,230 Typically, they are broken into sections by theme. 195 00:06:55,930 --> 00:06:57,630 Examples do not have to be from the 196 00:06:57,630 --> 00:06:58,610 same industry as you. 197 00:06:58,790 --> 00:07:01,430 Your designer should absolutely be finding and placing 198 00:07:01,430 --> 00:07:03,170 examples on the mood board as well. 199 00:07:04,070 --> 00:07:06,170 When complete, the mood board is a set 200 00:07:06,170 --> 00:07:09,350 of directional possibilities for the visual brand and 201 00:07:09,350 --> 00:07:12,370 ensures that you and your designer understand which 202 00:07:12,370 --> 00:07:14,310 directions are desirable to pursue. 203 00:07:15,150 --> 00:07:17,610 It also provides a reference for the designer 204 00:07:17,610 --> 00:07:19,150 when working on next steps. 205 00:07:19,750 --> 00:07:22,230 The point here is not to plagiarize or 206 00:07:22,230 --> 00:07:24,290 copy other brands but rather to set the 207 00:07:24,290 --> 00:07:26,230 visual tone that you're going for. 208 00:07:27,130 --> 00:07:29,610 So, that's the entire list of things to 209 00:07:29,610 --> 00:07:30,570 include in your brief. 210 00:07:30,990 --> 00:07:32,830 I recommend you take a break from video 211 00:07:32,830 --> 00:07:35,510 watching and create your brief before moving on 212 00:07:35,510 --> 00:07:36,190 to the next one. 213 00:07:36,750 --> 00:07:39,110 Once you've finished it, the toughest part of 214 00:07:39,110 --> 00:07:40,250 your branding work is done. 215 00:07:40,870 --> 00:07:43,390 And next, you'll get to design your visual 216 00:07:43,390 --> 00:07:44,810 brand, which is the fun part. 217 00:07:45,330 --> 00:07:45,970 Thanks for watching. 15199

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