Creating Value for a Brand
(light music) (camera click)
I wanna tell you about going the extra mile, and going beyond what is required. So I have a client who needs new wall art for their office. They're a big corporate company, and I know that it's the little things that'll get them on board with my prints. So what's required from me is that I send them a folder with photos and just patiently wait for them to make selects, but I wanna make a difference. I wanna go the extra mile, so what I did is made an online gallery that each of the people working at the company can sign up to and make their own favorites on their back end. So then I'm seeing all these favorites being populated on the back end, and I went ahead and had these printed, as 8 by 10's with different papers and different sizes, and I had them shipped to the office. I sign one of them just for fun, put a little note, hope this helps you, had it shipped to them. I'm using this as an example of all the opportunities you think you're doing your best...
, but you actually aren't. So even if the sale doesn't go through, you know you did all you could to get it. So the point is don't only think social. Social media's huge, it's changed a lot of lives including mine, but there's so much more mediums, and as a story teller you wanna focus on all the mediums, not just social. You wanna be able to talk different languages. You wanna be able to approach a magazine with a story. Diversify the outlets for your work. So expand your network, reach out to magazines internationally, YouTube accounts, online TVs, because you're solving a bigger problem. And the bigger the problem you solve, the bigger the reward you get. And it's not only money, it's feeling that you made a difference in that brand's story. I wanna talk about having a different perspective, and seeing things from the brand's perspective. You're approaching them with your idea. Do they see the value in your work? Is it clear what they're getting out of that? If it's not clear, there just not gonna buy it. I wanna talk about perceived value. I often hear people tell me, hey I reached out to this brand, and I told them about my story, and what I wanna do, and they didn't seem excited. They didn't want to buy it, and that mostly happens because they didn't see the value in your work, or they didn't need it. Most of the times it's value. So how do you get the brand to perceive value? You can provide value in many ways. Either by being entertaining, or making something beautiful, or educational teaching things, but you gotta give something to the brand, to that audience of the brand. And if that's not clear to you, it's even more unclear to the brand. So make sure you're providing value. (upbeat music)