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Branding 101

Lesson 3 from: Brand Strategy Bootcamp

Scott Lancaster

Branding 101

Lesson 3 from: Brand Strategy Bootcamp

Scott Lancaster

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Lesson Info

3. Branding 101

<b><p dir="ltr">Let's start with understanding what branding actually is...<br><br>Many people 'think' they understand branding. But the truth is, very few do.&#160;</p><p dir="ltr">In this lesson, we'll learn what branding really means and how you can build a brand of substance which customers can love and buy from time and time again.</p><div><br></div></b>

Lesson Info

Branding 101

1 (bright cheerful music) 2 So what is brand? 3 Now, I know people think they know what brand is, 4 but it's a little like me saying that I understand my wife. 5 I mean, I think I know but in reality, 6 I have absolutely no idea. 7 I guess what I'm trying to say 8 is branding is a little more complicated than people think. 9 There's a simple answer. 10 And then, there's a slightly more complicated one. 11 Now, let's cover both, 12 because if you are going to build a successful company, 13 you need to understand what branding truly is. 14 So let's start super simple. 15 Branding is a subjective feeling someone experiences 16 regarding your brand or products. 17 So when someone talks about branding or building a brand, 18 what they're actually saying 19 is they're building a perception or a feeling 20 around their business or company 21 so that when a customer thinks about a brand, 22 they perceive and feel a certain way about the company. 23 Take this advert from Nike, for example. 24...

This is one of the first marketing campaigns 25 that they launched in 1977. 26 The idea was simple: 27 connect with people who loved running 28 and who felt that runner's high on a regular basis, 29 which you can see from the ad copy that Nike used. 30 Now, notice the picture used in the advert 31 doesn't even clearly show 32 the product that Nike is selling. 33 But instead, it focuses on the emotion 34 that Nike wants you to feel and associate 35 with the brand and their products. 36 Marketing's job is to get somebody 37 to buy something from you. 38 Branding's job is to get someone 39 to feel a certain way whilst they do it. 40 But how do we create these feelings? 41 And also why do we feel a certain way 42 about specific brands? 43 Well, this moves on to the less simple answer 44 and the scientific reason why humans 45 neurologically develop emotions and connect them 46 to the brands that they buy from. 47 Now, we'll actually dive into the science a little deeper 48 later on in the course. 49 But ultimately, it all comes down to simple physics 50 because think about it this way. 51 In order for a brand to create a profit, 52 they need to get you to buy something. 53 And in order to sell you something, 54 they need to sell you something that you need or desire 55 or they need to provide some sort of value to you. 56 And for you to desire a product or see it as valuable, 57 you need to trust that the product that you're about to buy 58 will meet your expectation. 59 And if we take a step back 60 and think about what building trust actually is, 61 it's essentially lots of little positive associations 62 built up over time. 63 And this creation of emotion and feeling 64 and this building of trust 65 is something that you can achieve with your company 66 if you follow the proven frameworks in this course. 67 So by following the frameworks 68 we're about to go through from start to finish, 69 you're not only going to know 70 how to build a successful brand, 71 but you're also gonna know why it's working. 72 For example, think about someone 73 that you trust in your life. 74 It could be friends, family, or just someone that you know. 75 Now the reason that you trust that person 76 is because over a period of time, 77 whether it be longer or shorter 78 depending how much you actually trust them, 79 they have exceeded or met your expectations 80 more often than not 81 and this generates this reassurance 82 and trust that you can depend on that person 83 if you ever need to. 84 And these positive associations that come together 85 to help us build the trust for this person or company 86 are all generated through our five senses, 87 those being sight, hearing, 88 smell, taste, and touch. 89 For example, from a branding standpoint, 90 McDonald's is probably the brand that does this best. 91 For example, think about why they developed 92 the Happy Meal product. 93 The Happy Meal was strategically created to give children 94 a reason to want to come to McDonald's, 95 therefore forcing the parents to take them there 96 so they can build up positive associations 97 with the food, with the smell, with the experience, 98 and most importantly, with the toys. 99 These little dopamine hits that the children get 100 when they actually go to McDonald's 101 are still there later on in life 102 when they're adults and they have more disposable income. 103 These positive associations and memories all come into play 104 when you're peckish 105 and you just want something fast and easy. 106 Why not get a McDonald's? 107 Because you know for a fact 108 that they're always going to meet your expectation. 109 All the memories and thoughts 110 that you have towards certain companies 111 have been strategically engineered by the brand itself 112 to build that perception 113 so that you actually think about the company 114 in a certain way. 115 Brands will develop aesthetically pleasing photography 116 to appeal to our eyes and sight. 117 They'll pay millions to be able 118 to play popular music in their stores 119 to make you feel happy and joyful as you're shopping. 120 They'll even use clever tactics 121 to get you to touch their products whilst in store 122 to give you a sense of ownership. 123 Also, have you ever wondered why supermarkets 124 always put bakeries at the front of their store 125 so that the smell of freshly baked bread and cookies 126 is wafted through our nose 127 as we are just about to start shopping? 128 This isn't by accident, 129 which is why my wife uses this as an excuse 130 to buy every single snack possible during a shopping trip, 131 which if she's watching this, 132 I know I eat them, 133 but it's not okay. 134 She gave me a cookie last week. 135 It was amazing. 136 Do not encourage her. 137 Anyway, we'll learn more about how you can grow your brand 138 using the different senses later on in the course. 139 But right now, even just covering these first few lessons, 140 you know more about branding than most people on the planet, 141 and the best part is we are just getting started, baby. 142 So I will see you in the next lesson.

Class Materials

Bonus Materials

Brand_Guidelines_Template_(Powerpoint)_(Brand_Builder_Pro).pptx
Scott_Lancaster_-_Brand_Strategy_Bootcamp_-_Bonus_Material.pdf

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