How To Get More Clients + Sell More Creative Work - The Power of Brand Strategy

hello hello hello everyone happy Friday as always I'm going to check my feed on youtube and then I'm going to exit Firefox to make sure everything is

work

ing and if you guys who are here waiting so patiently for it to appear, that's awesome hey peter , hey, hello, okay, I'm going to finish, let's leave that, okay, so guys, it looks like my video is coming in, I just wanted to make sure that my audio is coming in every time everything is okay. Hi Daniel, good to see you, um, give me a thumbs up, Sonia, awesome to see you too, uh, give me a quick, uh, everything's fine in the chat, if you can, to make sure that all my, all my, all is coming.

Well, it's a pleasure to see you all and thanks for showing up on such short notice. I decided around 11 o'clock this morning that I wanted to go live and thought I'd pop in and share some ideas with you. in terms of client

work

, how to get

more

clients

, how to get better

clients

, how to improve and expand the jobs that you get with clients and how to up your game a little bit, so that's what we're going to do. Speaking of today Hi Nancy, good to see you too. Where do they all come from? I know a couple of you and where you're from, but if other people want to come in and just say who's here, that would be awesome.

So sorry, hit the mic, a couple of housekeeping things number one if you don't know about my private Facebook group, it's a private Facebook group, it's free, but you just have to fill out a quick application to get in. It's in Facebook. com groups

brand

design masters is a facebook group of

brand

design masters and it is incredibly fun uh group of

creative

professionals and entrepreneurs who have met on facebook and share their achievements, their challenges, share resources, ideas and comments with each other to improve in What they do to improve their design capabilities prove to improve their business capabilities to network with each other to expand their meaningful networks and simply level up their game, so if you are not part of the Facebook group, facebook.com groups the brand design masters as you can. see on the screen, head there and fill the application form very quickly.

You must share your email address to enter. If you don't share your email address, you won't get in. Many people still believe they can enter. without doing that, but that's the deal, so head over there and check it out and another quick thing if you're a graphic designer and you work with Adobe products, Adobe Photoshop Premiere Illustrator and you want to up your Adobe game. I highly recommend Daniel Scott. a company called bring your own laptop and he is one of the leading Adobe trainers in the industry. He spoke at the Adobe Max conference. He is a certified Adobe trainer.

He's also a super fun and nice guy, and he's a great teacher. He has a great vibe. for him i am an affiliate of uh of daniels we have a relationship between us he appeared in my videos before my trending videos and uh daniel um if you use my affiliate link byol dot me slash philip as you see on the screen i get a little commission as an affiliate, you don't pay anything else and you don't know, unfortunately you don't get a discount, but their subscription fees are incredibly low, it's like 12 or 15 dollars a month for access to their entire video library. worth it, are you crazy not to subscribe to that byol, give me a slash, philip and check out daniel scott's adobe training courses in one last little promo.

It's just that I use a plugin, it's a YouTube, it's a plugin, a YouTube plugin. -My name is tubebuddy and if you go to tubebuddy.com philip van dusen, that again is another affiliate link and uh tubebuddy has allowed me to grow my channel faster than I could have on my own, it has an incredible amount. of functionality, from comments, canned comments that you can easily write and return to people. There are all kinds of analytics and information about your channel and other people's channels that are completely invisible to you unless you have this plugin and you get With it you also get all kinds of free stuff, you get this gigantic library of half a million songs from stock music you can use all kinds of templates and things that come with tubebuddy, it's the main plugin for YouTube and the only thing it does.

What makes things easier are cards, those things that appear in the corner of your screen when you're watching a video and you can click on a link and get a top magazine or go to someone's website, they're called cards and there is also a thing called annotations, those things are very labor intensive to add to a youtube video, it takes a lot of time and if you have to do it every time you post, it takes forever and the good thing about tubebuddy is that it gives you templates to do it . you can create a template and you can apply it to each video, save yourself, you will save hours of time every month using this functionality, so check out tubebuddy and mr miro, welcome jason michael naresh uh, voice so good, haggis blast, mate, you are here, julie nancy, it's great to see you guys, from Poland, from Baton Rouge, Louisiana, Talis, Texas, amazing West Village, USA, representing the east coast.

Um, hot Chicago, yeah, it's a little hot and steamy here right now, to tell you the truth, here on the east coast too. in wonderful, fragrant new jersey, minneapolis is in the house, that's great, good to see you julie, and what do you say, let's just go in for a little bit. I want to tell you a little bit about how to get

more

clients and how to expand the work that you're currently doing with your clients, so you have to do a little click here real quick, here we go, how to get more clients and

sell

more work, are you ready to this? um, oh, something else.

I wanted to mention that if you have a question as I go, I'll move this. If you have a question as I go, type the word question in capital letters and put it in the chat because then when I'm done with the presentation. I can scroll back and if there are any questions that you've had that have been moved up in the chat, I'll be able to find them very easily and come back and answer them, so if you have any questions please. write the question in capital letters, so let's do it, how to get more clients and

sell

more work.

I have three questions and I'll give you a hint. The answer for all of them is exactly the same. As? get more work with clients, how to get a greater number of projects from the clients you have? That's the first question and that's one of the things I'm going to share with you all kinds of really awesome ideas today, another one is how do you get clients to approve your work? We all know how difficult it is when you present a job to a client and he tells you that he doesn't like blue or that he personally doesn't like that font or that his wife thinks she looks like it. like a fish or whatever, I wrote that in an email recently and I'll tell you the story of what it is, but they're giving all kinds of subjective feedback and your work gets rejected and you have to go back and do a bunch of rounds of revisions and other things in order to get your work done, so how do you get your client's work approved and then also how do you get your clients to value strategic work and pay you for doing strategic work?

I'm going to talk today about Claudia from the United Kingdom. Great, it's great to see you. Claudia um Yamin from Bangladesh. Great, okay, great. Everyone, like I said, has the same answer and part of that answer is the difference between aesthetic design and strategic design. and how much you know the difference between those two and can articulate the difference between those two and teach your client the difference between those two is the difference between your work being rejected or receiving rounds and rounds of revisions of your work, also makes what difference in terms of how much work you're going to get from that client and the likelihood that they'll recommend you to other people, okay, so I'm talking about stuff here aesthetic design, let's talk a little bit about the difference between aesthetic design and theme. or strategic design, aesthetic design is based on what people like, okay, you're going to show a design to a client, he's going to say wow, I really like turquoise or I really hate purple or I don't like it. like that font or not I don't like sans serif fonts, I only like script fonts, whatever they say they personally like or don't like, it's an aesthetic response, it's a subjective response, it's based on a taste or personal dislike and when it comes down to it, doing professional design work work for businesses subjective feedback doesn't help, it has to be linked to the

strategy

and if all the feedback you get is basically based on aesthetics from the point of view aesthetic of the client, then when it comes to discussion whether the design is good or bad or whether the design is approved or not the client always wins the client will always win because the client pays the bills and the client is the one who has the right opinions and so on If we get stuck in presenting our work only aesthetically, talking about our work only aesthetically, seeking feedback that is only aesthetic feedback, we are going to lose, we are going to lose all the criticism and it will come. down to the personal whim and aesthetic preferences of the client, so understanding what the difference is between aesthetic design and strategic design is essential if we operate only in an aesthetic world.

Aesthetic design is reduced to being a beauty contest. It's how beautiful. That design is passed on to the other design in the client's own opinion. It is a beauty contest. There is nothing else that makes a difference in how well the design is chosen and as I said, the client is going to be the one who is going to win because I am paying the bills. and I just said that, so I jumped ahead without

strategy

. Design is a beauty contest. Aesthetic design because everything is based on aesthetics. Ignore everything. Why design exists. Why purple was chosen.

Why did you choose the sans serif font. you chose that particular motion graphic why use that substrate in that package why you use that particular shape or form factor in that package all those decisions when you're making decisions just on aesthetics ignore the why which one is okay let's talk about what is it click click there we go strategic design on the other hand focuses on the need focuses on the strategy focuses on the business need the competitive landscape the customer's need the expectations and prejudices that the customer has what they expect to see when they come to a product in that particular category, the strategic design is based on the expectations of need and want of the customer, okay and everything is based on the business strategy, the brand strategy, and that is basically the difference between those two things that strategic design ignores. personal preferences, you take your personal preferences, your likes and dislikes out of the equation, you take it out of the whim of your customers and put it in a more objective place where you can make decisions about semiotics, data, feedback and specific categories, all of this.

I'm going to go in, I know I'm repeating those things, but I'm going to talk in more detail about them in a second and the aesthetic should be driven by the brand strategy, the aesthetic, the color decisions, the fun, the design, everything related to the package. substrate, all of that has to be driven by the brand strategy and the business strategy and the wants and needs of the clients, so teaching clients the difference between aesthetic design and subjective design is how the work is approved. Okay, I'm thinking here for a second. when you set your presentation of the work how you are verbalizing what the work is doing why you are presenting the creativity you are presenting why you made the decisions you made in developing that work why you chose that image why you chose that source that covers that style of design, if you ground everything about the way you present and talk about the work in strategic terms, it puts it in the objective decision-making category and takes it out of the subjective category, which is the client's whims, wants, and needs. . and what you like and what you don't like, so teaching clients the difference between strategic design and aesthetic design is really important because you want to be able to communicate with them by asking them if they just personally like this design or if they want this design works. in the market, do you want this design to actually do what you want it to do and achieve what you wanted to achieve?

It's okay and a lot of times they will say yes, I want to like it and I want to do the thing, but by basing how you present the work and how you talk about it, how you verbalize it, that will move it into the subjective realm where you have much more control, you have much more

power

to drive, position and move the client in the direction you want. I want them to be there and understand why you made the decisions you made. What you are doing is creating a funnel, you are creating a funnel of all these designs and the strategic criteria to decide which is the best and The most critical and effective design will be and by describing the strategy criteria, it will narrow down all the options of design to the one that comes out from below and the one that comes out from below will be the one thatYou want them to choose, not the one they personally like, aesthetically strategic criteria when it comes to making design decisions are based on many things, but I'm only going to talk about a few of them.

One is semiotics. Semiotics is basically the study of images, color and shape, and how that affects human beings. Well, I'll give you some examples. of how semiotics affects things in the design industry, but if you think about the emotional color wheel, different colors have different emotional feelings that they provoke in humans, it's been studied scientifically forever. certain colors of pink that are very relaxing and make you feel very calm there are certain colors of pink that irritate you a lot there are a kind of colors of green that can move you their colors are red that can make you feel very intense or very angry and then the color it has a psychology in its sources and funny personalities also have psychology in them and those things when combined with each other are called semiotics and semiotics is language, visual language and how it affects what humans do.

Think about it, you also want to think about it in terms of the customer's needs, so when you think about the end customer, that customer is a truck driver, is that customer, a soccer mom is that customer, someone who is looking to exercise and lose weight. that every client has a need and that need must be met and must be shared the fact that your design communicates something to them some type of solution to that need that has to be attractive to them they have to be receptive to it they have to be receptive to it semiotics have to be receptive to tone of voice and copy the type of images used the client's needs will dictate the aesthetics in the design the competitive landscape also dictates the aesthetics and design what the competition is doing What is the category of business in which this company is located?

Are they in the aerospace sector? Are they in technology? Are they in natural foods? Are they in road transport? Are they in machinery manufacturing? The competitive landscape How many com who are in that category and what? what they are doing affects what your customer should be doing, how they are going to differentiate themselves from their competition, you need to be very aware of what the other competition is doing, what the visual language of the category is, what most of the competitors do. competitors, how much of that you want to adopt and fit in to feel part of that category how much you want to do that is completely different how you want to differentiate yourself how you want to stand out from that competition there There are also market realities that affect the design, for example, a lot of packaging in stores of groceries.

If you're doing packaging design, a lot of packaging in grocery stores, the bottom about an inch of each package is almost dead space, why is there a lip on each shelf that covers it, so if your package it's at the end of the shelf and some of those lips are very, very big in the case of bags of chips and things like that, the edge has to be big so that the bag of chips doesn't fall off the shelf there are market realities and display realities and packaging and shipping realities um in the digital space there are realities in terms of um you know uh aspect ratio is long and narrow is tall and square is has to be a slideshow, what's the speed of frames?

Will it be seen on the mobile? Will it be that big. Will it be displayed on the desktop? Will it be displayed? You know, in Times Square, on some gigantic thing, what's the resolution? those types of things have to be taken into account when doing the design and those things affect the aesthetic decisions correctly and finally and not finally I want to say there are a million of these things, but the brand positioning what is the brand strategy what It is your position in the market, who as a customer is addressing what problem are you solving what is your product or service that you are bringing to the market why are they better than your competitors and why are they different from your competitors establishing that type of strategy tenants? brand All of those things affect aesthetic decisions and as you describe your work and as you develop and design your work, you need to think in these terms because that's how you're going to present it and that's how you're going to argue it.

Because by arguing through subjective terms of the realities of the semiotic market, the client needs to brand positioning and talk about their work of that type and take it out of the realm of personal subjective aesthetic likes and dislikes, you are taking control of the process of presentation that is taking control of the presentation of the work and you are leading your clients to the decision that you want them to make, okay, very, very important, you guys stay with me, I have been talking for a long time, I want to give myself the thumbs up or a Yes, or something like that in the chat, make sure you follow up with me on the brand strategy and talk about design in this kind of business language and using this business strategic vocabulary, the kind of vocabulary that I've been using in this presentation .

Talking about your work that way shows your expertise, it shows that you are more than just a designer, you are more than just a mouse, you are more than just a color picker or an image curator, you are a thinking business partner and you say: well everyone julie yay min curious habit michael thanks mario great james amazing um thank you very much guys I want to follow up on your t-shirt with me um this is how you demonstrate your expertise this is how you take control of the conversation this is how Take control away from your client and put it in your hands so that you can direct the conversation and you can direct where they go and what they choose in terms of what they choose aesthetically well and that is a very important change that is something that I want enormously. you stay I want you to listen to me if you're double multitasking here for a second just come back to me for a second talking about your work in strategic terminology business terminology semiotic terminology is how you get the job you want approved This is how you avoid going around in circles and rebounds on decisions that are based on some type of subjective taste or need.

Describe work in objective terms that are based on business realities and meet business criteria to spark movement. the action the customer's choice toward the work the business owner wants right the reason design exists commercial design of any kind

creative

of any kind is to get a customer to do something is a communication platform is a communication vehicle that is supposed to provoke a response and therefore every decision we make in aesthetics, every decision we make in terms of a font, a color, a movement, a transition, an image, any illustration, an icon, an experience of user experience, whatever it is, what we design, is leading the way. towards a consumer who is going to make a decision, yes or no, if you win or lose, if I choose that package off the shelf, if I click on that button, if I go to that store, everything you do is based on getting them to do what you want them to do and if you talk about it this way and you talk about it in terms of your client and you say you want them to take this action correctly, you want this surfer to pick up this particular shortboard, you want this soccer mom pick this particular seat cover, whatever it is, and if you talk about your work that way and frame the decisions that you make, the aesthetic decisions that you make around those objective goals of getting the consumer to do what you want. what to do the customer can't say no, they can't say I don't like purple if you frame it and say your customer expects purple your category is full of purple and purple conveys the emotion you want and you know it is what This customer expects and wants from you, that is what generally triggers purchasing habits in them, how do they say I don't like purple?

They can't be right. This is just one example of how you start doing this and how you start talking about it this way, so one of the things I hear a lot is graphic designers and creative professionals saying that I hate having to teach my clients, I hate having to explain things to them, I just want to show them the work. They say yes and pay me money, but it doesn't work that way, does it? You don't really need to educate your clients and this is what happens when you educate your clients, you're teaching them what you want them to know, okay? teaching them how to make a decision, that's the decision you want them to make, taking responsibility for the educational process, you're doing a number of things, you're establishing yourself as a leader, you're establishing yourself as an expert.

In your space, you are establishing yourself as a thinker, as a business partner and as someone who knows what they are doing and has the clients best interest, the client at heart, the client's business is what you want to have. success and So, teaching your clients is what will get you there. Teaching your clients is your job. You want to teach them the difference between aesthetic design and strategic design, and to do that, you have to teach them about things like semiotics, about things like brand strategy. like brand positioning, things like competitive audits, and how you view the competition across a wide range of criteria to make the decisions you should make around your business, you also want to teach your clients about return on investment. , strategy ROI, how a great brand strategy informs everything you do, from your products, your services, your advertising, your communications, your writing, your website, your customer journey, everything you They do their business internally, with their own employees, externally, with all the contractors and service personnel they use.

Brand strategy affects all of these things, right, you have to teach them about the ROI of the strategy and the positive return of what the strategy does, because if you don't, because if you don't teach them these things, they won't listen to you. . When it's time to deliver it and when it's time to describe the work in those kinds of terms, teaching them about it is what prepares them to understand how you're going to present the work and also want to teach. If you don't have these brand strategy tenants, these things about your business codified in some way, teaching them how strategy is created, how it's captured, and how it's communicated within an organization will help you. and create an instance to solidify and consolidate yourself as a business partner, which gives you much more

power

in the decision-making process and in the presentation process.

This is the part that requires the most work when you elevate your conversation to speak in a more strategic way and presenting your creative work in a more strategic way, look, that's what you're walking through the door as a designer, you're walking through the doors of creative, but what you're doing is hitting them over the top and impressing them. that you are more than just a creative person who thinks in terms of business, you think in terms of deliverables and performance and what you are getting the client to do and how the client doing that will positively affect the elevation of your clients' business. your level of conversation and speaking in terms of strategy around your creative work will sell more work, why?

Because when you start to drill down into what a customer understands or doesn't understand, or has or doesn't have in terms of brand strategy, that exposes a huge range of opportunities for you to sell a broader range of products and services, more products say that you're coming in and you're having a conversation about a website, but then as you dive into the strategic conversation, you realize that all your social media channels are all over the place and there's no consistency or your YouTube videos they're everywhere, so the aesthetic of your YouTube videos doesn't relate to the aesthetic of your podcast or you know a lot of these things. they're using different fonts in their presentation graphics and so by digging into that and realizing and having them understand the ROI of having a great brand strategy, they're exposing huge opportunities to sell on more work and say Hi, I can help you with that or I have partners that can help you with that, this is something that we need to tie into the work that we are doing right now, the website will refer to your social channels that we want to make sure that when they access those channels, those channels look the same, act the same, talk the same as your website, think right in a very holistic brand ecosystem and communicate that way, communicating that way.

The path to your clients is what will expand your ability to suggest that they work with you more. Well, I saw a thumbs up, I saw that appear on my screen. Strategic experience. Strategic conversation that frames the work you present strategically. This way will really impress your clients because ninety percent of designers don't operate that way. If we take into account the hundreds of thousands and millions of designers in this world, I would say that probablyten percent of them are present. their work in truly strategic terms and they don't defend their work or describe their work and the reason why they did the things that they did in their work that way and in the sense that they are handcuffing themselves to the subjective tastes of their clients and they want around aesthetics and if you can learn that kind of terminology, learn that kind of way of talking about your work and presenting it in that way that takes it out of aesthetics and into strategic terms.

You will get more work approved. You will have fewer revisions. You will have fewer rounds. You'll have a greater opportunity to sell more work and you'll get more referrals from this client to other clients because of it. It's okay, I guarantee it. So what should you do now? You know, I told you all the things you really should be. do and the knowledge that you need to have and the actions that you need to take and some of you may be saying hey, yeah, that's great, except I don't have that kind of experience, I don't have that kind of basic knowledge of how to communicate. or talk about brand strategy, well I have very good news for you, it's time to up your game, if anything is a buzzword in the creative industry, it's brand strategy now, everyone talks about strategy now, no Everyone can be a brand strategist like their name, but that doesn't mean that as a creative you can't learn and adopt some of the aspects of strategic practices into what you do in your creative business and it doesn't mean that doing so won't have an impact. impact incredibly positive effect on your business, your creative business, right, you don't have to like stop going to college, go to business school, get a master's degree, get a degree in marketing and suddenly feel like you You will feel comfortable talking about brand strategy.

It doesn't have to be that hard, I guarantee you there are people in this chat right now that I know who took my basic brand strategy course and started implementing it in their businesses and it transformed them, so how do you start learning? and sales strategy or how you can start learning and selling your creative work in strategic terms. I have good news for you and there are two things, one is I will be doing a webinar on the day and date so I hope you can see them here on your screen but August 31st next week there is no week after next 1 and 2 September I'll give a seventh sorry August 31 September 1 September 2 September 7 sorry, I'm giving a master class free master class on three secrets to selling bigger creative projects something I talked about today is there, but there are some details real about some of those earlier conversations when you have discovery calls and introductory calls with your clients that are going to set this up for you in a really great way. this webinar, so if you go to philippvandusen.comwebinar, it will take you to a site where you can choose one of those three dates and sign up and register for this webinar for this master class where I will teach you three types of really solid, very specific Instructions about how to have some early conversations with your client to put what I just said into practice in your business.

Okay, it will be very useful for you, so I really encourage you to sign up. for that math class I'll go back to the slide, but it's the philip vandewson.com webinar and if someone would like to write that in the chat that would be great, but in that webinar until the end of that webinar I'll be Presenting my exclusive course strategy of branding 101 that I taught, launched and delivered brand strategy 101 earlier this year to the brand strategy 101 founders class. It's an eight-week course. I teach one lesson a week for eight weeks and then there's Q&A at the end of each week, it's taught live via zoom, okay, and that course will be launching again in just a few weeks, so if you attend the webinar you will get a lot of details about it, but if you go to this website philippfanduson.combs101 I know it's funny, like bs correct brand strategy bs 101 you will go to the sales page of the course and you can read everything in great detail about what is includes in the course and hearing from some of the people who have taken the course, what it has done for their business, they will be able to see the price, the price of all that type of stuff and if they click to buy it, they will not take it to the purchase page immediately because the sales cart is not open, you will be taken to a waiting list page and you will be able to enter your name and email address and you will be on the waiting list as soon as the cart opens. course cart and you can purchase it, it will only be open for a nine day period at the beginning of September, from August 31st to September 9th, that's when the course will be open, so if you go in and put your name on hold so As soon as that card opens, you'll get some emails about it and you'll get an alert and everything I'm telling you now in terms of strategy.

This course is designed for people who have a small amount of understanding of strategy and even people who have no understanding or strategy at all, if you are a creative professional who has heard the buzzwords around strategy and everyone is talking about it and everyone says they are strategists and everyone is starting to do strategy, if you feel like it. a little confused and a little left out and a little like eh I better figure out what the hell is going on here because it seems like I'm falling behind this is the course for you this course and I'm not going I'm crazy because this isn't a seminar website, but I wanted to share with you that this course is the basis of the brand strategy.

I have been in the creative industry for over 25 years. I have worked with large national corporations. International corporations. I worked with large global design agencies. What I teach in this course are the basic concepts, the basic tools and the basic vocabulary. The basic processes to implement the brand strategy. When you finish the other end of this course, you will understand brand strategy and how to get started. Use it in your business with your clients and get paid for it and how you can get more projects, deeper projects, get more referrals by incorporating the strategy and what it does and if anything what it does is it teaches you how to present your work in strategic terms. ways in which your work will be accepted and you will be elevated in the eyes of your clients to a completely different level than 90 of the rest of the creatives in the world, I guarantee it, and yes, there are a good number, I think three or four people in the chat right now who took this um so I wanted to introduce it to you and share it with you.

If you go to philippvandusand.combs101 you can read all about the course and if you click to buy it you won't be able to. To purchase it, you will be on a waiting list, but then in about a week, when registration for the course opens, you will receive an email and can join. It is an incredible course. The comments I received. from the first time I delivered it at the beginning of the year it was great, people loved it and then about six people from that course joined my private teacher group, the brand design teacher guild, in the last guild, which only had nine people in the guild. six of them had taken brand strategy 101 and I was able to see during those three months of the brand design masters guild how they put what they learned in brand strategy 101 into practice in their businesses and how it transformed their businesses in months, it's well, pretty surprising.

Really exciting stuff for me because I put my heart and soul into creating this course and carrying out these huge, complex strategic brand processes that I've been working with and delivering them to clients like png and johnson johnson and merck and the gap and safeway. and Honda and National Geographic for years and years and years and taking those processes and boiling them down to a level that you can understand and use and I have specific tools that I give you that you can use with your clients in this course. Well, if you're curious about the brand strategy, I'm not going to talk more about that.

If you're curious about brand strategy and what it can do for your business, read about it, just read about it on this page. branstad bs101, okay, check it out and if you want something totally free and great value, sign up for my webinar again. There are three dates: August 31, September 1 and September 7. I got it right this time, where I'm going to share three secrets of Selling Larger Creative Projects, spoiler alert, some of it has to do with strategy, but I go into some real detail about some of the first conversations you have with clients who lead to a deeper level of commitment and I think you'll really enjoy it.

And with that, that's what I was going to talk about today and I hope it was really helpful. What did you think? Did you get any ideas? Did anything come up about the antenna radar? There are already like 50 people on the waiting list for brand strategy 101 who have been joining and getting on the list in the last few months since I last took the course and since all the students, the alumni of that course They came out on the street and I started talking about this, so join me and I would love if anyone has any questions, as it says here on the screen, I will move it so you can see it.

Write the question in capital letters before your question and i. I would be happy to answer some questions if anyone has any, if any, and no, okay, I'll let you go and you can enjoy your Friday afternoon. I'm so excited that you guys came and joined me today at this last minute. little presentation I did, um, I hope you got some value out of it, so I'm just scrolling, scrolling, scrolling back, I think I saw at least one question while I was going through this stuff and now I just have to write. scroll to see if I can find it okay min asks what would you do if the client poorly executed a brand identity that you designed well that's a really good question and if you say it was poorly executed, if they screwed it up, if they did something wrong, it means you probably didn't give them all the information they needed to execute it correctly or internally someone messed with it and that's why people develop brand guidelines documents is to be idiot proof about what to do. do's and don'ts with a brand identity and it gives you all the do's and don'ts and illustrates it so that the customer, if he pays attention to the instructions, can't hurt himself, can't hurt your brand well and if it was executed poorly, either you know it was a bad print job or a bad substrate, or they, you know, screwed up the mix, you know, or something, or they put it in a terrible color scheme or a bad background. , that?

What you can do is reach out to them and suggest that maybe they want to look at the brand guidelines document that you presented because there are things that you've been looking at with their identity that won't benefit them. how you do it while communicating to them the fact that you really want the work you did together to be successful and have the positive effect on your business, which it should and will, but if not executed correctly it could be detrimental to your brand, no You don't get into the aesthetics, talk about it in terms of how the job goes when executed correctly. impact your business positively and if not executed correctly it will impact your business negatively, it will not be consistent with your products, the perceived value of your product or even your website or social media. posts, the perceived value will be reduced, people will see them as less than they know, you know they are really right, you know they are great, their products and services are great, but if they put themselves out there in a way that doesn't look as good or that it doesn't communicate the premium proposition that their products and services deserve, you feel, as a brand partner, that you need to have a conversation with them about what you think should be improved, so that's my idea. my suggestion min if you are still here i would love to know if that answered your question well mr miro says that if you can position yourself as a problem solver you will go beyond the visual point of view and end up making more money and be happier nero, drank the kool-aid, it's good for you, that's absolutely true because when you elevate yourself to being a top-level business partner with your clients, they know you're in it with them and they want you with them.

Every step of the way, there's a term we use in the agency business called brand guardian, when you establish a relationship with a big company like a big agency and you become an agency of record or a year later. You become the guardian of the brand. So much of their brand identity, creative work, execution work, that you end up knowing more about their brand than they do, you also become the repository of all the information about the brand, you become a gatekeeper of the brand and what That's what makes you consolidate. it shackles you, it ties you and your client by the arm so that you continue to do all the work because you are the person, the company or the agency that knows everything about the brand and they know nothing about your brand, you have been doing itfor years, that's the kind of relationship you want to get into and that's why you rise to this level that I'm talking about and, men, going back to your question, that's also another way of You can continue with the execution if you don't They are doing your job well.

You can say, "Look, this is an opportunity." Say this, you know it wasn't executed that well, maybe we'll take it out of your marketing department's hands and I could do it for you or I could act as your external marketing partner. . Suddenly you have a lot more work and you're not just doing the brand identity work, you're doing the execution work, the social work, the advertising work, whatever it is, you can use it as an opportunity to say, "Hey , let me take care of this to make sure it's being executed and putting you in the position that you I really want to be in the market.

Great comment, Mr. Miro. I really appreciate it. Daniel said, Sonja took two. Daniel both took brand strategy One gained a lot from the course Yes we did Julie signed up Great get on that waitlist It really is. from brand strategy Oh, I shouldn't Oh man, I fixed the webinar page up today Oh, okay, I'll tell you what if you're not on my mailing list because I'll send. a series of emails starting next week about it. Let me do this real quick. Sorry, I'm going to do this while I'm with you. guys um because I want to make sure this works like it's supposed to while I'm in this live with you and I'm going to open all of these URLs so we're going to go to um.

I can also put it in the chat. I will do that. Alright, you guys here, that's the direct URL to the webinar registration page. Well, Peter, thank you very much for the super chat. Daniel, thanks for the super chat. Thanks guys, that's the direct one. webinar registration page, so just follow that one and I'm going to check this out because I know I'm boring right, but whatever, uh, it worked for me, sorry, look, that link worked for me, this one link neither. or they won't let me use it in a private window and see if it still works.

It works. This link works. Go straight. The webinar link goes to the correct page. The webinar registration page is fine. I'm sorry. Sorry, a little trip, but that kind of thing scares me. All this tech stuff scares me when you know I have a ton of redirect links and some of which I changed today and said, "Oh, don't do that." Don't tell me that one of my technological changes didn't happen, only the first two dates appear, Sonya, yes, you have a very good point, in fact, I'm going to put that in there. Sonia said that only the first two dates appear, yes only the first two dates appear, so after the 31st the other two dates will appear, so I want everyone to come to the first two if possible.

There is a third, but the third won't appear until later, so you only have one. opportunity to choose one of those two dates right now, but if for some reason you're on vacation, you're off the grid, there's no way for you to go to the webinar, um, if that's the case, wait until the first one goes or the second. that link and you can sign up for what will be on the 7th, okay, great, okay, Daniel gave me a super chat so that Daniel's question can be answered, that's for sure, okay, um, oh, he said: write the ask before. your question daniel or peter if any of you have a question I would love to entertain it and share the answer with everyone because you guys were so awesome giving me a little tip in the tip jar for the super chat.

If any of you want to put a little tip in the tip jar for all the free content that I do here on YouTube and all the value that I try to give you for free and you've seen some. from my videos or I've been following my channel for a while, it always helps just a little five in the tip jar, a little bronzer in the tip jar, whatever it is, it can be amazing because it just gives me that little pump of You know, I'll go. I go out and have a coffee from Starbucks and carry on, keep the engine running, keep the creativity going or as Peter says, Red Bull keeps my lips moving, okay guys, ah, Sonia's on vacation all that week Well, here's the other thing, Sonia, yes. you really want to watch the replay i know you have my email so email me and i will give you the link to the replay if for some reason you can't make it oh here's what you need sign up for one of them sonia , Sign up. for one of them and if you don't, if you can't make it, you won't be able to make it, but what will happen is they'll send you an email after that with the replay link so you can go. and watch the replay, you won't be able to ask questions or see it live or anything like that, but that's one way to do it, um, the hand is completely healed, peter, yeah, if anyone knows there's a big scar on my hand in this moment, um, I had it. pretty hairy accident and I cut my finger pretty bad about eight weeks ago so it's healing and I'm doing a lot of occupational therapy for that but thanks peter for asking I appreciate that michael johnson thanks so much for the super chat man if you have one question michael that super chat answers your question ok so manjuro islam you asked your question in all caps but i understand well what software and skills are most important for a brand identity designer ok that's a very good question and with that I'm going to take this off and give me the opportunity to pimp um uh wait we have to take that turn this off oops that's what I have to take off um mongerol manjuro um bring yours laptop byol dot me forward slash philip daniel scott is a certified adobe instructor if you have to learn software for graphic design there are two adobe photoshop and adobe illustrator you can get literally everything you need to do in design among those programs maybe indesign i I am a brand identity designer.

I have an agency. I never use indesign. I do everything in Illustrator because I don't have to create hundred-page documents or print magazines or anything like that. Some people like Indesign. I don't particularly like it. do things in illustrator so adobe photoshop adobe illustrator learn those two programs and for 15 a month I think if you subscribe to daniel scott's page 15 a month you can learn everything you need to know about adobe illustrator and photoshop and those are the two programs Now, if you are struggling financially, Affinity Designer also has some programs that are free and open source web-based, but when it comes down to it, the industry standard programs are Adobe Photoshop in Illustrator, I hope that help, okay, okay, Nancy asks a question.

Nancy says. uh, would brand strategy 101 work for a website developer instead of a focused graphic designer? A brand strategist absolutely does. Being able to talk about how you are capable of being the number one website designer. You take care of customer journeys. You deal with the text. You deal with the design. Dealing in website design is almost even more important because you are facilitating split-second reactions in a website visitor and understanding the psychology of the user, the customer journey of a website and what sources, communication, copy of images, elements of the user experience, what they do.

A website visitor must deeply integrate with the expectations and needs of that visitor and what the client wants them to do, where they want them to go, what action they want them to take on the website in order to present their work. or take on a website design project and scope it appropriately and talk about it so that you move from purely aesthetic decisions to strategic decisions, that's what Brand Strategy 101 will help you with, it will equip you with a whole new vocabulary about how to talk about your work and it will also give you a lot of tools that you will know how to use and that you will be able to get your clients to pay you to execute and anything that they are missing or anything that they are not doing or they do not understand in their own business , you will learn the tools to be able to expose that through questions and conversations with your client about what they have and what they don't have, what works. with that and why that might hurt them if they don't have it and then meeting that need of theirs, those are the kinds of things that brand strategy 101 will equip you to do well, so yeah, strategic tools, strategic conversations to being able to speak in a business-driven way and then in this course there is also a whole creative side, so a whole type of translation translates all the strategic tools into images in brand personality boards in customer avatars in creative anchors or mood panels. nude landscapes how to create color mood boards how to get the creativity out of all the strategic work how to take a strategy and turn it into visual aesthetics okay, I'm going to turn this back on and I'm going to turn it off There we go, so check that out, It's okay, Michael.

I'm bringing Michael here because Michael gave me a super chat. Michael asks you. Also some tips to make your LinkedIn profile stand out to potential employers. Michael. You are not a plant. in this audience, but you couldn't have been a better plant because brand strategy 101 is my first course. My next course after teaching brand strategy 101 live, this time I'll probably go to video on demand or a shorter type of course, but my next course will be on LinkedIn for creative people. It will focus on how creative people can leverage, expand and use LinkedIn in the powerful way that it now allows people to use it and there are many tricks and types of There are backdoor ways to execute things that LinkedIn doesn't want you to be able to do, but There are few tricks you can do to get your creative work displayed on LinkedIn in ways that are really clever and not really set up.

That may be the case, but there is functionality within LinkedIn that allows you to do that, so number one, I would say how to make your profile stand out. Well, this is the easiest one. You have a banner. You have a profile picture and then you have. a banner at the top, you should look at this banner like a billboard, you can change that banner every day if you want to use it properly to communicate your design work, put some of your design work there if you have done it and know it. some copy put an advertising headline use it as a billboard for your business lowering the heat you see from your car going down the road change it every week put up a new message a new graphic if someone comes back to your profile surprise them with the fact that all the banner be new is everything, everything is different if you have a lead magnet that you are promoting if you have a course that you are promoting if you have a new design that you design for a new client a new brand identity If you have something that you want to promote or create something new on your profile, use that banner behind your name, behind your avatar profile, like a billboard, okay, it's a lot of visual space and there are so many creatives that you know or you know what they put up. some generic stock photo back there or something, you can use that as a billboard, okay, the other thing I would say is you have a bunch of characters in your descriptor under your name, it says what you do and what you don't .

I don't want to just say graphic designer because you have like I don't know how many characters I'm going to have because it just changed, but it's like two or three hundred characters where you can say graphic designer ux ui expert strategist. I can say that I help small businesses improve their websites I create the most eye-catching motion graphics you've ever seen There are all kinds of real estate copy you have there Look at the job description right under your name Description right under your name like another little billboard as a place to put search keywords because linkedin has algorithms just like youtube has algorithms just like facebook has algorithms is that you are indexed as a profile as a provider in search for what you put there so think where you're a graphic designer or a motion designer, whatever website designer, but then think about all those personas that you have available, number one, use them all, number two, look at it as kind of massive keywords that you want if you want to have.

Some aspect of what you do tied to your name, put it there. You can also set yourself apart from others by using that area as something really eye-catching, so get creative with some copywriting. Say: Is your website dead on arrival? I do not. so or I'll bring him back to life, you know, I'm writing copy on the flyer, but essentially that's what I want to say, hit him over the head with it, um, so that's two ideas and that's just two ideas of a bunch of things that I'm going to post on LinkedIn and I didn't even put under your profile avatar in your descriptor and I always gave you two huge things that you can do, um, okay, 250 yeah, Daniel says 250, there's 250characters. in his name, the job description of his profile, so right after his name there is a big copy of like 250 characters and this trick used to work.

I'm not sure if this trick still works because it did until a month ago, but they may have. I changed it if you change your profile on LinkedIn but you do it on mobile, not desktop. If you're editing your profile on mobile, you get more characters on mobile than on desktop, so check that may still be the case. now it will be the same but it used to be different, you have to get like 300 and it was like 175 online and then 300 but maybe they matched them, sorry I'm not totally up to date with these exact numbers right this second. right, the manager said the question.

I see some job postings on LinkedIn where a company needs a brand identity designer who has skills in Illustrator and Photoshop. Indesign after Effects is it really possible for anyone? One of the dirty little secrets of job descriptions is that they are written by the human resources department 90 of the time, the human resources department, not the personal hiring manager, and many times they end up cutting and pasting job descriptions from other job descriptions and that's why you see ux ui showing up in literally every administrative assistant job description these days because it's a hot term that everyone feels like they need to have it and they don't even know what it is.

So if you're looking at job descriptions on LinkedIn, look at them and take them with a grain of salt because they're going to ask for the moon, they're going to ask for someone who has a CEO level of experience or an executive creative director range of experience in terms of all applications. who they know and the type of businesses they have worked in and the experience that is required and ninety percent of the time they don't need all those things, what they want is 50, but someone who is strong and 50 of that. they'll put it in, it becomes a laundry list, it's like the kitchen sink descriptors in job descriptions, so don't freak out if there are three or four things you don't have on there, don't worry, ask for it, it's fine , here is the other one.

The secret is that no matter what you do well, I'm not going to put it that way, the online job description application system is completely broken, applying for jobs online with your resume and a cover letter is like throwing them at a black hole. It will never get you anywhere. I talk to people I coach all the time who say I've applied for 100 jobs online and I haven't gotten a single response, not one email, and it breaks my heart, it completely breaks my heart because La The only real way to get your resume portfolio cover letter to the hiring manager's desk is to do it through someone who works there, so you want to network, you want to use LinkedIn to find people who work there, send them a message me directly and see if you can. get a backdoor, get some relationship building with someone so you can get your resume to the hiring manager's desk via LinkedIn some other way than hitting send on um, actually, or something like that, you're well, um, is it possible? so that everyone knows about all those programs, yes it is, but if you don't, it's not the end of your career, I guarantee you, okay, hello, this is a general question, but what advice would you give to a person who is just starting out as a graphic designer? photoshop in illustrator and um and design design design design don't get discouraged just do a lot of work look at graphic design find out what inspires you and then and this is for practice copy it find a complete find 10 designs that you think are amazing and then recreate them using the programs that you know you learn, like in fine arts, when artists go to a museum and copy the masters correctly, they do it and copy a master's painting by copying something that you learn a lot more about. how it was put together like you would if you just stood there and looked at it for an hour.

That is why good artists copy other artists when they study how to paint how to do something how to sculpt the same thing with graphics design, I trained as a fine artist and that is why I use this analogy. I have my master's degree in painting, that's where I came from, so when I started with graphic design I started finding interesting graphic designers whose work I really like and To learn Photoshop and Illustrator and all the functionality of what I need to know, I would recreate the designs that they made and when you do it, you learn all this stuff and you're like, oh, how can I trim that thing? for that font to be squeezed like that, how can I make that photo fade like that?

And by copying, you learn a lot, so when you first start copying, a lot of people get inspired by people copying a group of people you know, and um and developing relationships and networking with other graphic designers, those are the three things that I would say to be done right, um, I hope that helps, hello, um, I keep, I keep raising my chair, this is just a fun comment, aside from the little hydraulics. Something in my office chair is starting to die, so it starts going down like a millimeter every second, you know, until I'm like three inches lower 40 minutes later and I'm wondering why I'm so short.

I have to replace it anyway Hi guys, I think I'll get there. I have to arrive in an hour. TRUE? I'm here for more than an hour. Damn, I always try to get out of here in an hour. This has been awesome if anyone has done it. any other questions I'm going to put this here for the last time oh sorry I was wrong I'm going to go back, I'm going to go forward, okay, okay, okay, if you're interested in brand strategy and If you want to know what it's about try, check out brand strategy 101 philipbanduson.com 101 read all about the course and click on one of the buy buttons and you can get on the waiting list for Whaling Mate which will be released in about a week and a half of the sales cycle will open, registration will open, so if you are interested, go to philipbindus.combs101 and check it out.

You, as always, have been incredible. Thank you very much for taking the time to be here. on a Friday with me, I had a lot of fun, you asked a ton of great questions, I really appreciate it and heads up, I'm going live three times next week about three completely different things, so I've developed three other live performances like this, um. Maybe there won't be as much back end for next week, so I'm going to be live on YouTube on Tuesday and Friday and I'm going to be live on um in the Brand Design Masters Facebook group. on Wednesday, so if you want to watch Wednesday's presentation you'll have to be a member of the Brand Design Masters Facebook group, so head over there and I'll put it here one last time.

Oops, to the Brand Design Masters Facebook group. because I'm going live there on Tuesday and Wednesday, so youtube Tuesday facebook Wednesday youtube Friday if you're on my mailing list, visit my website, join my mailing list and you'll get an alert because there will be there. There will be emails going out next week to announce that and what those lives will be about, so they'll be great, I guarantee you, so we'll turn it off and you guys are great, hashem. It's great to see you Hashem Hashem is an amazing guy um and uh peter nancy miss moreau daniel um the ape show great comment spirit walker wave jason nancy victor it's great to see you guys thank you so much for joining me here on my channel and I See you, hopefully, right here, we'll be square, next week, tuesday, so have a great weekend, continue to be safe, take care of yourselves, self-care is what it's all about right now, we're all running out of steam with this coded thing .

Well, I'm sending my love, care and appreciation to all of you and I hope you have a great weekend and I'll see you next week, okay, take care.