Original subtitles

So now let's talk about

brand values.

So you've probably already heard about them

but.

Don't skip this paper just

to hear my personal take on them.

And

don't forget to get a copy of your brains worksheets they

full of along.

So a lot

of while I know today was self self-taught.

When I was growing up.

As must young boys do

I was always tinkering with thinks.

Taking them apart

and putting them

back together again.

This is how I prefer to learn about things.

And it seems of taking this approach to learning into my adult

life as well.

When I was just starting out as a

as a young designer

and I was doing

lowest for clients.

Muslim my friends.

I find it very difficult to come up with ideas as he surely does.

Very

little strategy involved.

I quickly realized that it's a lot easier to my creative and design decisions.

If you just have some tools

and a clear direction.

So what I'm actually started doing

to help visualize my client business

as a person.

I would speculate what character traits that would have.

Such as.

Always having time for you.

Being action oriented.

The passionate

quirky and so on.

Once I got the point when I.

Could

clean visualize this brands the person

and how they would go about providing the service.

Applied found that the whole lot easier to focus my creative decisions.

That's because I could always reference the traits

and make sure that my creative direction supported them

and make sure that whatever

creating has purpose and meaning behind it.

So

he is one of my very early August created.

More than a decade the Gulf of friend of mine

and he's real estate business.

Don't judge.

The characteristics assigned.

To this particular long up when Alice creating.

What things like.

This number one fall

for the guy customer.

Outshining the competition.

And we make diamonds from rocks.

So these are the things that I've come up with based on

my discussions with

my my friend my customer.

And things that

I.

Kind of got up from

the key

characteristics.

When

discussing.

The business with with my friend.

Those

characteristics inform my decisions in the log making process.

For example the circle.

Represents the focus on the customer.

And we've got the rays of lots were present

shining diamonds

and those are trying to competition.

So little did I know I was unknowingly using the power

brand that is.

So rewind than fifty years ahead

and I pretty much still make use of this technique for any brand the working with.

The brand valleys.

Your brain anxious that differentiate your brand from your competitors.

They show the world what the stand for and the

really give the customer something to relate to.

Something that goes beyond your logo

on your business name or your website.

Your brain.

Really needs to leave and breathe.

These for your behavior is your actions interactions with customers.

It's all.

So

let's remind ourselves while make believe blueprint for a second.

So we've got the the five.

Definitions of rent

the who what.

And.

How and why.

Of our brain.

We can see that way up providers of connections and relationships.

We have resources

available information online.

Passion for people's well-being health.

And

building opposite communities online.

Releasing

specific clients'

needs.

And we do this by networking with global specialist the provide extensive isn't

services.

And.

The omission causes the power people to take care of the hell.

So returning to.

Our brand that is.

The.

Process but the finding the

I

can be different.

Depending on the size of the business.

Top answer.

The whole theme of keep

thankfulness can get involved in the process.

If you're

a designer

you can also help validate

steer the decisions of for despite the this workshop.

But you can also come up with this

just

by talking to one one of your customers or.

Even.

Trying to really understand your brand in the worship of cabinet

trying to.

Educate them on the that is.

Tried to keep the valleys.

Unique.

Relevant.

Meaningful.

Clear and defined

and actionable.

Also avoid the reflects terms like reliable trustworthy your friendly these sorts

might be positive but I was that they won't make you stand out.

Think about the valleys

the

differentiate you from existing brands in the market the industry.

Based now make believe brand

the violence that I have a sign up.

Build awareness around health.

Create meaningful connection

purpose.

In power customers to make healthy choices.

Create opportunities for better health.

And be resourceful and share resources with people.

So once you to find your.

Brand valleys

your

business and he must operate in the line with

studies.

Demonstrating them

daily actions

and messaging communications.

The on the voice of use.

Also the way that the selling and.

Packaging products.

Your programs campaigns and services and since on.

You can also think about this as characteristics.

Well as if your brand was a.

Person.

And think about how you want the customers

is copy a brand.

So by defining the valleys and clearly

I think colliding with standpoints brand.

The way that it

really helps your brand is.

You can stop attracted by the customers and

employees who shape but the.

Now speaking of customers.

Let's talk about how we can create a better brand.

That connects people.

And.