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Welcome to the second video on the topic
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of branding.
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This one is all about creating a solid
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brief for your designer that ensures your logo
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and branded design elements will fit with your
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business and goals.
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At this point you may be wondering, can
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I design my logo and website and everything
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else myself?
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Well, would you tell a graphic designer that
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they can shoot a wedding themselves?
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It's unlikely, but possible, that you are good
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at photography and graphic design.
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If so, congratulations.
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You're a unicorn.
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For the rest of you, you'll want to
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find a graphic designer you can work with
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so that your visual brand design lives up
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to all the work you did with your
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brand strategy.
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Does this mean you have to spend a
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lot of money on a designer?
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Well, maybe not.
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If you know one or get introduced to
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one, try suggesting a trade.
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Designers need photographers, especially to document their work,
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and possibly you can find one willing to
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exchange services.
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That being said, good design has value.
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You invest in the best camera equipment.
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Why not also invest in a solid design
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foundation for your business?
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Hiring a designer leaves more of your time
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to do what you do best, run a
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photography business, and create amazing photos.
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So, what do you need designed?
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Initially, you'll probably need a logo and three
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to five branded design items to demonstrate the
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brand.
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These items could include your business card, Instagram
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ad, price sheet, maybe a demonstration of your
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homepage hero.
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You can decide on the items that are
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most important to you.
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This will be a foundation that makes designing
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new items easier because you have some reference.
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You'll have to pass your wish list on
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to the designer so they can give you
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an estimate on the work, and you can
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decide if you can afford them.
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How do you know if a good choice?
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The first step would be to look at
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examples of their branding design work.
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Do you like what you see?
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If so, you can get an estimate and
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see if you can afford them.
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If that checks out, then you can move
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on to the next test, which is telling
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them what you want help with, and then
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asking them what information they need to know
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before starting.
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Don't just tell them everything up front.
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Asking them what they need to know will
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reveal whether the designer has a good process
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or whether they just rush into design work
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without considering goals.
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Would you trust a wedding photographer that doesn't
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have any questions for the couple?
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Probably not.
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Before working on your visual brand, a designer
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should ask you about these things.
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Your brand strategy, which we reviewed in the
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previous video, your target audience, your competitors and
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peers, what's working and what isn't about your
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current visual brand, and examples of visual brands
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that you feel are a good fit.
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Different designers might use different words for some
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of these items.
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That's fine.
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As long as they touch on the main
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points, you're good.
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In simpler terms, the list is why your
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company exists and what it does, who your
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clients are, who your competitors are, what your
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current brand is like, and what look and
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feel are you after.
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As long as they ask most of these
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questions, you should be in good hands.
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When you put all this information together, it
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forms a brief.
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A high-quality brief can make the difference
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between getting what you need from your designer
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and spinning your wheels getting nowhere.
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Now, let's go through these one at a
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time and help you pull the information together.
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Brand strategy, we've already covered in the previous
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video.
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That brings us to your target audience.
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Who are your current and ideal clients?
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Think about demographic information like gender, age, relationship
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status, income, location.
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Also think about the problems they need solved
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as it relates to your services.
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If you need to break up your target
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audience into more than one type, that's totally
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fine.
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This step is important.
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If you don't know who you're talking to,
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how do you know what you want to
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say?
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Here is a description of two men's target
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audience.
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I won't read it out to you, but
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feel free to pause the video and read
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it yourself, or check it out in the
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worksheet.
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It's worth pointing out that when they first
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started out, this was not two men's target
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audience.
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They had to work up to that.
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So just like some other brand strategy elements,
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your target audience needs to be revisited regularly
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to ensure it's still relevant and aiming just
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a bit higher than your punching weight.
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Next, we need to define who your competitors
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are and what they are doing with their
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visual brands.
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Once you've done this, you'll know what your
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brand needs in order to fit in enough
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and stand out enough.
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Here's how you can do it in four
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steps.
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First, create a list of known competitors.
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This is important for you to do as
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you understand who your competitors are, and a
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designer won't.
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These are businesses working in the same space
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at the same level as you.
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Next, research more competitors online.
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This can include more well-known brands that
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you aspire to compete with someday.
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Your goal is not to be exhaustive, but
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to identify the top five or so examples
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for local, national, and international levels.
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Then, organize screenshots.
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Take screenshots of all your competitors' logos and
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website homepages and assemble them all together, organized
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by local, national, and international categories.
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Lastly, observe and note insights.
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What do we need in order to fit
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in?
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What do we need in order to stand
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out?
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What should we avoid?
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Your designer should be able to help with
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this part.
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For example, maybe you've noticed that many of
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your competitors use the same color or use
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the same font.
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Note these insights so you can take advantage
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of them when working on the visual design
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for your brand.
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Now, let's figure out what's working and what
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isn't about your current visual brand.
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Have a look at your brand strategy work.
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Write out your brand strategy attributes in big
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letters on a piece of paper to keep
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them top of mind.
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Then, look at your current visual brand and
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marketing materials.
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Does it seem like a fit?
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Does it need a tweak or does it
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need an overhaul?
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Be sure to also compare them to your
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competitors.
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Do you blend in too much or does
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your brand stick out in a bad way?
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You need to share these kinds of insights
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with your designer.
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We've finally arrived at the last item you'll
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need for your brief.
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Examples of visual brands that you feel are
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a good fit with your brand strategy.
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Usually, designers call this a mood board.
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Just like you did with your competitive analysis,
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you're going to take screenshots of logos, websites
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or any other collateral that you find appealing
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and that you think is an appropriate direction
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for your brand.
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Put all these images in one place so
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you can see them all together.
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There can be multiple directions on a mood
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board.
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Typically, they are broken into sections by theme.
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Examples do not have to be from the
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same industry as you.
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Your designer should absolutely be finding and placing
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examples on the mood board as well.
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When complete, the mood board is a set
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of directional possibilities for the visual brand and
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ensures that you and your designer understand which
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directions are desirable to pursue.
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It also provides a reference for the designer
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when working on next steps.
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The point here is not to plagiarize or
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copy other brands but rather to set the
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visual tone that you're going for.
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So, that's the entire list of things to
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include in your brief.
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I recommend you take a break from video
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watching and create your brief before moving on
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to the next one.
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Once you've finished it, the toughest part of
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your branding work is done.
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And next, you'll get to design your visual
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brand, which is the fun part.
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Thanks for watching.
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