What branding isn't

Branding is the sum of all the impressions that a company makes on an audience

Branding is a result

Introduction

Brands represent all the things that pop into our minds when we think about a company or its products

How we relate to brands

What is Your Brand?

Why branding is important?

Phase 1 — Brand Strategy

Phase 2 — Brand Story

Phase 3 — Brand Identity

Conclusion

People will forgive a strong brand if it makes a mistake

What is the secret of a strong brand?

Brands are Experiential

Can you put a monetary value on a brand?

How to protect and nurture a brand

Be Different

Who Owns a Brand?

Recap

How to keep your brand healthy

Intro

Check out the competition

Market research

Establish your brand personality

Create a brand positioning statement

Choose the right business name

Design a professional logo

Craft a catchy slogan

Define your visual language

Build a brand voice

Apply your brand consistently

Wrap up

How did Marty Neumeier end up at art center

How Marty Neumeier became so articulate and concise in his writing

The advice Marty Neumeier has for young people to communicate what branding means for companies

What is branding? What branding is not. The definition from the brand master himself Marty Neumeier

What advice would Marty Neumeier give to point someone in the right direction?

What Marty Neumeier did to get brand new business in the beginning of his career

How Marty Neumeier became a business man

What Marty Neumeier has to say on specializing and niching down

How does Marty Neumeier measure ROI of branding?

How Marty Neumeier presents to a clients. Give the business people what they want to hear.

how Marty Neumeier did a deal for $500k with Apple

The results of specializing

Marty Neumeier’s pitch when he was first starting out (You’re going to watch this over and over)

What got Marty Neumeier to write The Brand Gap

Marty Neumeier’s new book “Scramble”

The 5 levels of branding from Marty Neumeier

What is branding?

Why do certain brands become great brands?

Magic of branding

Who is a brand?

What is branding?

What is brand identity?

What is branding?

Why is branding so important?

Brand Strategy vs Brand Identity

The 9 Pillars Of A Successful Brand

Pillar 1. Brand DNA

Pillar 2. Target Audience

Pillar 3. Positioning Strategy

Pillar 4. Brand Personality

Pillar 5. Verbal Identity

Pillar 6. Brand Messaging

Pillar 7. Brand Story

Pillar 8. Brand Name & Tagline

Pillar 9. Visual Identity

The Branding Process: From Concept to Launch

Intro

BS Continuum

Information Asymmetry (example from Rory Sutherland's book "Alchemy")

Emotional Alchemy (example from Rory Sutherland's book "Alchemy")

Tropical Storm: Visual Signaling

Seller Reputation & Trustworthiness (Sephora example and some other packaging examples from Rory Sutherland's book "Alchemy")

Category 1: The Debt of Kindness (Reciprocity as described in Cialdini's book "Influence". Envelope example is from Sutherland's book "Alchemy")

Category 2: Follow the Herd (Social Proof as described in Cialdini's book "Influence")

Ekster

Category 3: Obey Authority (Credibility as described in Cialdini's book "Influence")

Category 4: The Deception of Exclusivity (Scarcity as described in Cialdini's book "Influence")

Category 5: Misguided Loyalty (Unity as described in Cialdini's book "Influence")

Brutally Honest Manipulation

Creating Meaning

Education vs Manipulation

What's the Most Manipulative Brand?

What is branding? How to build a brand

How to research target audiences and competitors.

How to pick a focus and business personality

How to choose a business name

How to write a slogan

How to choose a look and feel for the brand (colors and font)

How to design a logo

Learn Brand Strategy In 17 Minutes (2023 Crash Course)

What Is Brand Strategy?

Brand Strategy Answers Important Questions

Why Do You Need A Brand Strategy?

Why Is Brand Strategy So Important?

What Is A Brand Strategist & What Do They Do?

Brand Strategy Elements & Deliverables

Brand Strategy Framework

1 Uncover Your Core

2 Develop Your Buyer Personas

3 Weigh Up The Competitive Brands

4 Forge your differentiation Strategy

5 Define your strategic market position

6 Align your brand archetype

7 Shape your brand personality strategy

8 Find your brand voice and tone

9 Define your brand messaging framework

10 Craft your brand storytelling framework

11 Design your brand identity system

12 Define your marketing plan

Beyond the brand strategy framework

3 A's of Brand Growth

Awareness

Adoption

Advocacy