Original subtitles

Hi and welcome to the module

Closing

A Branded

Prodigy

So the first step in for going to do branding

Is 2 even have

The project now the thing is

Most designers don't really understand what are

Selling when they're selling brand identity

To decline

And that's why they struggle with selling because if they don't understand

What are they selling exactly in y

Where does the value rise

They find it very hard to say

So in this

Video to cover is

Make sure that everybody understands that we're all align on what is

Branding and Wise

So important to talk about what is our role as design

In the

Brandy

Process

We're going to talk about what are the actual problems that were solving

To our client

And then we're going to talk about where where the value is

Where the value is

In the server

We are

Provide

So that we can make sure that we are providing

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Mobile

So let's get started with the talking about what is brandy

Why is it so important I'm going to quote from

A book that I really like it's called the brain

And brandy

The very short easy read and it's actually available in canva slides

Slide format that you can

We're going to put this in the resource

I really encourage you to go through this is 20 take you a few minutes

But it's really really agree

So I went to a quote Marty from this book and what he says is branding is not what you say about you

It would other people say about

You and it's not the logo

It's not the colours

It's not the product it's

The website

It's actually how people feel the gut feeling

People have about

It's company

Business

Person

So

This thing this gut feeling is actually influenced by a lot of thing

Write it

Influenced by

The product quality

Or the customer service

Or the policy

And how this company

Behave

So you can have an amazing visuals and everything looks like

Buddy

The product breaks after a day and if the people talking to you on the phone you know you're not nice

You're going to hate this company new think this

The crappy brand

Incel

Visual tonight

Although marketing materials and visualise

Also informed

How you feel

So

All of these things impact

How p

Hear about Iran in the century would the brand

Will actually be

It was mine

However we are designers in in our role in this project we cannot infer

All of these things and we need to

That's right weekend

A Bad Company weekend fix a bad product or a bed

Service but the things that we can affect we can effect

The visual I don't

We can affect the messaging

Sector marketing

How the website looks

So there are a lot of things that

And it's also

Very valuable because we happens

If the different touch points

Experiences that people have with a certain brands or not

Consistent in art

In the customer field

Some kind of

Dissonance

Big feel if this is a new product and it says the best

But it the website is

Broken or it doesn't look very good

We don't

Immediately try

This come

The other way around really everything

Fantastic beer

The product is not really bad

Again there is a day

To align

These things

So

Let's talk about why

Having a brand new

Why are all these things matter why does everything

Consistent

So we are right now living in a word

Weather

Sony VR

Forever

Write 4

Different types of

Orange juice two different types of

Project management software to online learning there are

Different

Different

Options for everything everything becomes in a way

Commodity

In a brand is how different company

Create press

Sometimes

Accompany

Might

Friday

The has you

Beatrice

Beatriz eventually in the long run or very easy

To duplicate right so initially with

Apple and they had all day

IPhone in features

After enough time you know and record up the copied all the necessary

And Ali have the same features another copy from

At the end of the day you're not going to be competing

Beaches in the product but actually the story

And the brand is going to set

Preference in this is where we

Quatropi

So what is our role

Well we make sure that

I see that the interaction there

Visual inter

Actions right week

Affected

About the Whitby sea when they interact with the brain

Is in line with the values that they want

Community

And we make sure that would be

Set them

Apart from the competition remember we need to

Differential

The brain is which

Most productive venture Lee might be similar

Then the visual side of things in the brand is where we helped

Wrench

So we want to make sure that we look

From

Petition

In the brand actually helps people

What is companies all about

What they're doing and

Capri

Puzzle

Gut feeling

About the company

At the customer

Mine is so how do we do this and this is basically the process that work

Kaaba

In this course

First

We want to understand

Who are the company is what they're doing and what are they trying to become so we have two under

Right secondary we

Try to translate all of this who the company is

Into creative outputs that

In line with who they are with a wand

Become

And finally we package

Creative outlet

How to put in assets right

A logo this can be a visual

Or a website or something

To make sure that it is aligned with who they was

To become

In how they want to communicate

Let's talk about what are the actual problems that we are

Selling at solving for our clients because of the end of the day

Nobody purchase

Anything

If they don't have

A problem right of the only reason to buy something is because you have a problem and you're trying to solve

In that

The bigger the problem is

The bigger the clients are going

Be willing

Spend

To solve it if it's a big poo

So you have to understand what is actually

Problem

Right some people

Some clients come to you in

Something like I need a logo but I need a logo is not a problem you won't understand what the

Andrew

Problem

So that you can ask

How big are Prague

And the bigger it is you'll be able

Charge

So let's cover some of the problem

That clients might have

Constable

What 1st of May

I mean I have pass it on

Maybe there a new company there just starting

They don't have anything they might not have a name they might not have a logo they might

Anything at all to put out there so this is a problem in the

Sorry no prob

Another problem can be that their brand identity

Is old in out of

And so it's not a line

Who they're trying to be

You know it doesn't inspire

What's the word it just looks also that is a

Another problem is in this very common problem

The Crown brand doesn't

National it doesn't inspire

Quality in it doesn't inspire

Trust in bed

A big problem because

That hurt

Sealed so this is a very big problem and you one

If this

The current problem

You know this

Another problem

Which we just mention is we look too much like our competitors in our road

Is two different

If people confuse you with your competitor that's a bad thing

Problem

That we need to solve

Cancel that

Brent

Another problem might

People don't really

Then what we do

This might be part

How we communicate

Either visually or selling software but we look like a car

Or you know or it might be something to do with messaging word

Community

Clearly

What do we do

Reason and another big problem that people have

What you do but we don't understand why why

Choose you

The fact that you are different is nice but how are you better and you

How to communicate

Through design

Mess

Another problem might be there

They just don't have a clear

Position in the market will talk more

What position is later on

But that might be a problem

Where they're not sure how to set them

Part

From the different players in

Market

Some more

Maybe

The company is expand

We just used to sell cars but now also you know sell apartment

Our brand doesn't

That's so we need to make create a new brand that will be able

You know communicate all of our

Ring off

Another interesting

And challenging problem that cleans my hair is maybe there

So we had two different

Is two different brands

Now we are merging into one company

Which brand should it be

How should we call the camp

How should we communicate

We have two different Histories how do we combine

Into a new

Hi Gary

Also

Problem another problem might be that the business is just shift

We used to sell cars but now it's elbow

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So we need to rethink

How we look and how

Communicate

In Wilkinson

Big

Big company

They might have

Several different version

Each of them is doing

Their own thing there is no consistency or coherence in how they're using their brand identity

And they want somebody to bring it all together to make sure that the way that the company communicate

Is a lie

And Co

Sevilla vs Arsenal general

Example

No problems

Your client

Can or may be like

You have in different scenarios and understanding these problems and being able

Talk about

These problems

With you

Find is how you understand

What are you asked

To sob

With this

Project

One thing worth mentioning

No problems r create

Equal some problems are more valuable than others

Problems into you want to understand

Which are

So let's talk about

What would actually create

The Valley

How are you solving

These problems in creating value

In there are two different

One of them is Dizzee

Right you are using design to solve these problems in your using design to basic

You know demonstrate

Quality

Create emotion with a customer's in inspire

These things are quite problems as we've mentioned in the sea

They're probably

Or most likely they might be problems that your clients are having and this is one way to solve them using

The other way we help solve problems is actually by using

Strategy

By helping

The decline

Position themselves right in the market think about the right messaging

And help themselves clarify the story we have

Provide value

The visa to differ

Things

We might be able to do

Both of them some clients might

Only have problem with

There design maybe have a great strategy but they only have a problem

Communicating that strategy using site

They actually have

An ok design but the problem is there

Saying the wrong thing and they don't have a clear

Stroud

Right so some clients might have both of these

Things design and strategy

The problem some

Companies might have only one of

In some clients might not down you

Design specific your strategy I personally think that you can't win without having them both but we

Have to understand and understand for we trying to sell

Because of some clients Might Say

Strategy is not important for designers

Your role is to understand that both of these things have to happen if you were

Do you have do you want to have good design

It has to be based

Ystrad

Rights of both of

Parts are very

Now in this course were going to

YouTube oath strategy side of

In the design side of thing

But

You might figure out that you are as a person more attractive to either the strategy side of

Why did the sign say

Sound designers don't want to do both

I personally enjoy doing both of these things

But some designers find it there more

Did the design or the start

That's ok if you finish this course and understand that your passion or working with some

You want to send that your passion is just in once

That's great you can collaborate with somebody else who is going

Be a great

So you can decide you don't have to do them both you can choose to do one of them

Delegate the other

A partner with somebody else to do the other

But you need to understand that this project include

Both these aspects and you can decide whether you want to do them both

Or

You

Alright just some

This video

I want you to understand

Our role is designers is not

To create

The logo in

Colours right we help them

Based

Strategy and make sure

Visual elements

So

The way that we help our clients is by defining

Is to think straight

And design you can do them both

To do one of them

But these are the two things that are required

The song There

Problems in we're going to use

R2

As visual designer

Determine this track

Into

Tangible assets and this is what we

Threw up

The Prodigy

Alright so now that you understand

What are we actually sell

Let's move on to

Discover

What Prague

Your space