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These are the user uploaded subtitles that are being translated: 1 00:00:01,740 --> 00:00:03,149 So now let's talk about 2 00:00:03,420 --> 00:00:04,420 brand values. 3 00:00:05,250 --> 00:00:06,930 So you've probably already heard about them 4 00:00:07,110 --> 00:00:07,350 but. 5 00:00:07,830 --> 00:00:09,210 Don't skip this paper just 6 00:00:09,360 --> 00:00:10,830 to hear my personal take on them. 7 00:00:12,180 --> 00:00:12,540 And 8 00:00:12,661 --> 00:00:14,910 don't forget to get a copy of your brains worksheets they 9 00:00:15,104 --> 00:00:16,104 full of along. 10 00:00:17,580 --> 00:00:18,210 So a lot 11 00:00:18,360 --> 00:00:20,490 of while I know today was self self-taught. 12 00:00:21,240 --> 00:00:22,290 When I was growing up. 13 00:00:22,680 --> 00:00:24,120 As must young boys do 14 00:00:24,360 --> 00:00:26,040 I was always tinkering with thinks. 15 00:00:26,580 --> 00:00:27,580 Taking them apart 16 00:00:27,930 --> 00:00:28,620 and putting them 17 00:00:28,740 --> 00:00:29,740 back together again. 18 00:00:30,360 --> 00:00:32,610 This is how I prefer to learn about things. 19 00:00:33,120 --> 00:00:35,910 And it seems of taking this approach to learning into my adult 20 00:00:36,030 --> 00:00:37,030 life as well. 21 00:00:38,640 --> 00:00:39,930 When I was just starting out as a 22 00:00:40,140 --> 00:00:41,140 as a young designer 23 00:00:41,310 --> 00:00:41,908 and I was doing 24 00:00:42,030 --> 00:00:43,080 lowest for clients. 25 00:00:43,710 --> 00:00:44,820 Muslim my friends. 26 00:00:45,330 --> 00:00:48,720 I find it very difficult to come up with ideas as he surely does. 27 00:00:49,080 --> 00:00:49,470 Very 28 00:00:49,770 --> 00:00:51,060 little strategy involved. 29 00:00:52,200 --> 00:00:56,010 I quickly realized that it's a lot easier to my creative and design decisions. 30 00:00:56,340 --> 00:00:57,630 If you just have some tools 31 00:00:57,750 --> 00:00:58,750 and a clear direction. 32 00:00:59,760 --> 00:01:01,140 So what I'm actually started doing 33 00:01:01,440 --> 00:01:03,390 to help visualize my client business 34 00:01:03,690 --> 00:01:04,690 as a person. 35 00:01:05,250 --> 00:01:07,530 I would speculate what character traits that would have. 36 00:01:08,790 --> 00:01:09,790 Such as. 37 00:01:09,991 --> 00:01:11,400 Always having time for you. 38 00:01:11,820 --> 00:01:13,200 Being action oriented. 39 00:01:13,681 --> 00:01:14,520 The passionate 40 00:01:14,640 --> 00:01:15,720 quirky and so on. 41 00:01:16,890 --> 00:01:18,510 Once I got the point when I. 42 00:01:19,080 --> 00:01:19,380 Could 43 00:01:19,500 --> 00:01:21,450 clean visualize this brands the person 44 00:01:21,900 --> 00:01:24,150 and how they would go about providing the service. 45 00:01:24,601 --> 00:01:28,200 Applied found that the whole lot easier to focus my creative decisions. 46 00:01:29,040 --> 00:01:31,290 That's because I could always reference the traits 47 00:01:31,440 --> 00:01:34,080 and make sure that my creative direction supported them 48 00:01:34,530 --> 00:01:35,670 and make sure that whatever 49 00:01:35,850 --> 00:01:37,920 creating has purpose and meaning behind it. 50 00:01:39,087 --> 00:01:39,405 So 51 00:01:39,597 --> 00:01:42,450 he is one of my very early August created. 52 00:01:42,900 --> 00:01:44,970 More than a decade the Gulf of friend of mine 53 00:01:45,360 --> 00:01:46,680 and he's real estate business. 54 00:01:47,100 --> 00:01:48,100 Don't judge. 55 00:01:48,720 --> 00:01:50,280 The characteristics assigned. 56 00:01:50,820 --> 00:01:53,045 To this particular long up when Alice creating. 57 00:01:53,520 --> 00:01:54,520 What things like. 58 00:01:54,933 --> 00:01:55,980 This number one fall 59 00:01:56,247 --> 00:01:57,247 for the guy customer. 60 00:01:57,840 --> 00:01:59,280 Outshining the competition. 61 00:01:59,970 --> 00:02:02,100 And we make diamonds from rocks. 62 00:02:03,301 --> 00:02:05,580 So these are the things that I've come up with based on 63 00:02:05,704 --> 00:02:06,704 my discussions with 64 00:02:06,777 --> 00:02:08,460 my my friend my customer. 65 00:02:08,970 --> 00:02:09,970 And things that 66 00:02:10,022 --> 00:02:11,022 I. 67 00:02:11,460 --> 00:02:12,750 Kind of got up from 68 00:02:13,020 --> 00:02:13,710 the key 69 00:02:13,830 --> 00:02:14,830 characteristics. 70 00:02:15,119 --> 00:02:15,300 When 71 00:02:15,450 --> 00:02:15,990 discussing. 72 00:02:16,440 --> 00:02:17,720 The business with with my friend. 73 00:02:18,750 --> 00:02:19,080 Those 74 00:02:19,200 --> 00:02:22,290 characteristics inform my decisions in the log making process. 75 00:02:23,340 --> 00:02:24,480 For example the circle. 76 00:02:25,110 --> 00:02:27,000 Represents the focus on the customer. 77 00:02:28,080 --> 00:02:29,880 And we've got the rays of lots were present 78 00:02:30,120 --> 00:02:31,120 shining diamonds 79 00:02:31,198 --> 00:02:32,640 and those are trying to competition. 80 00:02:33,540 --> 00:02:36,399 So little did I know I was unknowingly using the power 81 00:02:36,510 --> 00:02:37,510 brand that is. 82 00:02:38,280 --> 00:02:40,350 So rewind than fifty years ahead 83 00:02:40,770 --> 00:02:44,400 and I pretty much still make use of this technique for any brand the working with. 84 00:02:44,906 --> 00:02:45,906 The brand valleys. 85 00:02:46,110 --> 00:02:49,620 Your brain anxious that differentiate your brand from your competitors. 86 00:02:50,310 --> 00:02:52,470 They show the world what the stand for and the 87 00:02:52,650 --> 00:02:54,569 really give the customer something to relate to. 88 00:02:55,080 --> 00:02:57,360 Something that goes beyond your logo 89 00:02:57,600 --> 00:02:59,670 on your business name or your website. 90 00:03:01,050 --> 00:03:02,050 Your brain. 91 00:03:02,490 --> 00:03:04,260 Really needs to leave and breathe. 92 00:03:04,620 --> 00:03:07,800 These for your behavior is your actions interactions with customers. 93 00:03:08,431 --> 00:03:09,431 It's all. 94 00:03:09,720 --> 00:03:10,080 So 95 00:03:10,350 --> 00:03:12,910 let's remind ourselves while make believe blueprint for a second. 96 00:03:16,440 --> 00:03:17,880 So we've got the the five. 97 00:03:18,420 --> 00:03:19,680 Definitions of rent 98 00:03:19,860 --> 00:03:20,860 the who what. 99 00:03:21,360 --> 00:03:21,870 And. 100 00:03:22,230 --> 00:03:23,230 How and why. 101 00:03:23,520 --> 00:03:24,520 Of our brain. 102 00:03:25,080 --> 00:03:28,020 We can see that way up providers of connections and relationships. 103 00:03:28,770 --> 00:03:29,770 We have resources 104 00:03:29,827 --> 00:03:31,050 available information online. 105 00:03:31,470 --> 00:03:33,120 Passion for people's well-being health. 106 00:03:33,660 --> 00:03:33,961 And 107 00:03:34,080 --> 00:03:35,640 building opposite communities online. 108 00:03:36,240 --> 00:03:36,690 Releasing 109 00:03:36,814 --> 00:03:37,680 specific clients' 110 00:03:37,680 --> 00:03:38,680 needs. 111 00:03:39,120 --> 00:03:42,989 And we do this by networking with global specialist the provide extensive isn't 112 00:03:42,989 --> 00:03:43,989 services. 113 00:03:44,162 --> 00:03:44,401 And. 114 00:03:44,791 --> 00:03:48,150 The omission causes the power people to take care of the hell. 115 00:03:49,950 --> 00:03:51,089 So returning to. 116 00:03:51,570 --> 00:03:52,570 Our brand that is. 117 00:03:52,890 --> 00:03:53,400 The. 118 00:03:53,880 --> 00:03:54,960 Process but the finding the 119 00:03:55,140 --> 00:03:55,230 I 120 00:03:55,426 --> 00:03:56,460 can be different. 121 00:03:56,790 --> 00:03:58,270 Depending on the size of the business. 122 00:03:58,710 --> 00:03:59,710 Top answer. 123 00:04:00,269 --> 00:04:01,269 The whole theme of keep 124 00:04:01,354 --> 00:04:03,360 thankfulness can get involved in the process. 125 00:04:04,110 --> 00:04:04,646 If you're 126 00:04:04,830 --> 00:04:05,458 a designer 127 00:04:05,610 --> 00:04:06,945 you can also help validate 128 00:04:07,071 --> 00:04:09,360 steer the decisions of for despite the this workshop. 129 00:04:10,200 --> 00:04:11,910 But you can also come up with this 130 00:04:12,179 --> 00:04:12,450 just 131 00:04:12,660 --> 00:04:15,030 by talking to one one of your customers or. 132 00:04:15,420 --> 00:04:16,420 Even. 133 00:04:16,500 --> 00:04:19,170 Trying to really understand your brand in the worship of cabinet 134 00:04:19,320 --> 00:04:19,860 trying to. 135 00:04:20,340 --> 00:04:21,690 Educate them on the that is. 136 00:04:22,830 --> 00:04:23,910 Tried to keep the valleys. 137 00:04:24,390 --> 00:04:24,900 Unique. 138 00:04:25,290 --> 00:04:26,290 Relevant. 139 00:04:27,000 --> 00:04:28,000 Meaningful. 140 00:04:28,380 --> 00:04:29,380 Clear and defined 141 00:04:29,580 --> 00:04:30,580 and actionable. 142 00:04:30,930 --> 00:04:35,700 Also avoid the reflects terms like reliable trustworthy your friendly these sorts 143 00:04:35,700 --> 00:04:38,670 might be positive but I was that they won't make you stand out. 144 00:04:39,420 --> 00:04:40,500 Think about the valleys 145 00:04:40,755 --> 00:04:41,095 the 146 00:04:41,240 --> 00:04:44,340 differentiate you from existing brands in the market the industry. 147 00:04:45,000 --> 00:04:46,320 Based now make believe brand 148 00:04:46,530 --> 00:04:48,000 the violence that I have a sign up. 149 00:04:49,080 --> 00:04:50,580 Build awareness around health. 150 00:04:51,630 --> 00:04:52,980 Create meaningful connection 151 00:04:53,177 --> 00:04:54,177 purpose. 152 00:04:54,420 --> 00:04:56,640 In power customers to make healthy choices. 153 00:04:57,360 --> 00:04:59,130 Create opportunities for better health. 154 00:04:59,700 --> 00:05:02,610 And be resourceful and share resources with people. 155 00:05:04,170 --> 00:05:05,170 So once you to find your. 156 00:05:05,400 --> 00:05:06,120 Brand valleys 157 00:05:06,240 --> 00:05:06,407 your 158 00:05:06,676 --> 00:05:08,632 business and he must operate in the line with 159 00:05:08,941 --> 00:05:09,941 studies. 160 00:05:10,050 --> 00:05:11,050 Demonstrating them 161 00:05:11,080 --> 00:05:12,080 daily actions 162 00:05:12,270 --> 00:05:13,860 and messaging communications. 163 00:05:14,398 --> 00:05:15,900 The on the voice of use. 164 00:05:16,649 --> 00:05:18,450 Also the way that the selling and. 165 00:05:18,960 --> 00:05:19,960 Packaging products. 166 00:05:20,610 --> 00:05:22,980 Your programs campaigns and services and since on. 167 00:05:24,810 --> 00:05:26,940 You can also think about this as characteristics. 168 00:05:27,632 --> 00:05:28,753 Well as if your brand was a. 169 00:05:29,220 --> 00:05:30,220 Person. 170 00:05:30,480 --> 00:05:32,409 And think about how you want the customers 171 00:05:32,534 --> 00:05:33,534 is copy a brand. 172 00:05:35,040 --> 00:05:36,990 So by defining the valleys and clearly 173 00:05:37,159 --> 00:05:39,090 I think colliding with standpoints brand. 174 00:05:40,350 --> 00:05:41,130 The way that it 175 00:05:41,340 --> 00:05:42,720 really helps your brand is. 176 00:05:43,080 --> 00:05:45,120 You can stop attracted by the customers and 177 00:05:45,360 --> 00:05:46,740 employees who shape but the. 178 00:05:47,190 --> 00:05:48,510 Now speaking of customers. 179 00:05:49,170 --> 00:05:51,750 Let's talk about how we can create a better brand. 180 00:05:52,140 --> 00:05:53,397 That connects people. 181 00:05:54,480 --> 00:05:55,980 And. 12261

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