bbs lecture
TRANSCRIPT
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Branding f0r startups
@benmumbycroft
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1. Define what we mean by the B-word
2. Introduce you to two key concepts – Positioning & differentiation
3. Understand why branding matters
4. Introduce you to some tricks of the trade
Today’s session
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A little bit
About me
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Enterprise education Marketing
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Will be talk about branding for food.
@oneltd
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“Products are created in the factory, but brands are created in the mind.”
Walter Landor
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What you stand for in the mind of your customers (and potential customers)
A brand is…
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It’s NOT a logo…
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“A brand is the most valuable piece of real estate in the world: a corner of someone’s mind”
John Hegarty
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The process of finding a simple idea that
separates you from your competitors
Branding =
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For example…
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Safety
For example…
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Safety Luxury
For example…
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Safety Luxury Performance
For example…
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Reliability???
For example…
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“In a world where everyone is after your
business you must supply your customers with a
compelling reason to buy you instead of your
competitor.”
Jack Trout
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What compelling reason might make people want to
buy this new sports car?
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Or, to put it another way…
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You need to Make your cow different from all the other cows in the
field…
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From this…
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To this!
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Successful brands stand for something
in the minds of target customers
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At their core is A differentiating idea that marks them out
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it might be all about
speed
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it might be all about
originality
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it might be all about
design
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it might be all about
choice
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it might be all about
ethics
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it might be all about
safety
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It might even be all about
badass-ness
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“If you don’t supply a compelling reason, then you better have a very
good price.”
Jack Trout
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Beware The
commodity price trap!!!
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Branding is all about finding a competitive mental angle & owning a piece of this
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question
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Why did BMW call the Mini a Mini and not a BMW 1-Series?
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Question…
Why did NEW Coke flop?
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What stops Apple introducing a range of no frills, budget
workstations?
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WHAT STOPS Disney producING a hard-hitting, gritty drama about
sexually active teenagers?
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Brands go bad when they don’t deliver
what they promise…
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No, it’s much worse!!!
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Mind the brand gap!!!
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Everything you do to communicate your brand to potential
customers
Brand identity =
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Logo Tagline Visual language
Tone of voice
Name
People experience behaviour story
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BMW High Performance, German
engineering
Logo
Tagline
Experience
People
Visual style
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Good design is key to performance!
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Take away lessons…
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• Your brand is what you stand for in the mind of the customer
• The goal of branding is to find a simple idea, or position, that differentiates you from the competition
• Being different is very important
• The way you communicate this is through your brand identity
Take away lessons
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question
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Why does being different matter so
much?
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“today we live in an over-communicated society. Every year we send out more but receive less.”
Jack Trout
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Circa 1979
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today!
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“Today’s real competition doesn’t come from direct or even indirect competitors. It comes from the extreme clutter of the marketplace.” Marty Neumeier
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What is a brand?
The human mind deals with clutter the best way it can
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What is a brand?
by blocking it out!
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What is a brand?
To build a brand in the mind of your customer you need to cut
through the clutter…
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You need A sharp focus!
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Remember: Branding is all about finding a competitive mental angle
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Be BOLD
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Be specific
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Why has branding become so
important ?
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“In today’s world, people want to buy the product (or service) that says the right ting about them.”
John Hegarty
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As consumers we use brands to communicate
& reinforce our self image…
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Self image =
I’m cool I’m wealthy I’m healthy I’m a geek I’m single
I’m religious I’m a rebel I’m a hippy I’m liked I’m bright
I’m ethical I don’t care I’m thrifty I’m young I’m serious
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And generate peer group approval!
!
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“Our lives are increasingly driven by fashion and style, not just the clothes we wear, but how our homes are styled, the food we eat, and the car we drive”
John Hegarty
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“How is your brand building a bridge between who your consumers are and who they want to be?”
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Take away lessons…
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• We live in an over-communicated society
• Today’s real competition is the extreme clutter of the marketplace
• In order to cut through, an effective branding programme needs a sharp focus and simple message
• Customers buy brands to help build and reinforce their self image
• And belong to the right tribe
Take away lessons
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creating your own brand
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Step one
name
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Types of name
Types For example
Playful >> Yahoo, Monster, yelp, google, FCUK
Origin >> Ford, Rolls Royce, The north face
Invented >> Kodak, vimto, viagra
Descriptive >> Volkswagon, holiday inn, sofa.com
Technical >> Panasonic, Xerox
Conjoined >> Fedex, microsoft
Acronym >> Bmw, bbc, nhs, ibm
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• Is your first impression of the name strong
• Is it easy to read/pronounce
• Is it satisfying to say
• Is it short & memorable
• Does it sound credible
• Is it registerable and protectable
Key naming criteria
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Naming inspiration…
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www.panabee.com
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www.leandomainsearch.com
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www.domai.nr
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Name availability…
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www.123-reg.co.uk
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www.canva.com
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www.patent.gov.uk
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www.gov.uk/get-information-about-a-company
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Here’s one I did earlier…
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Step two
only…
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1. CATEGORY: The ONLY motorcycle manufacturer 2. USP: that makes big, loud motorcycles 3. CUSTOMER: for macho guys (macho “wannabees”) 4. NEED: who want to join a gang of cowboys 5. MARKET: mostly in the United States 6. TREND: in an era of decreasing personal freedom
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We are the ONLY:
That:
For:
Who:
In:
In an era when:
What makes you the only?
![Page 113: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/113.jpg)
Step three
story
![Page 114: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/114.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
![Page 115: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/115.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
![Page 116: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/116.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
![Page 117: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/117.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
![Page 118: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/118.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
![Page 119: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/119.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
![Page 120: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/120.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
Describe how the
customer will
learn about your
brand
![Page 121: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/121.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the features that set
you apart
![Page 122: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/122.jpg)
Brand storyboard Once upon a time… He/she always… But always had a problem… He/she tried to solve it…
But he/she wished that… Until one day… Unlike his/her solution, this… His/her wish came true: to…
Who is the main
character in your
story?
Describe some of the main tasks this person regularly
undertakes
Describe the main problem stopping them from fulfillment
How is the
customer managing
to partially solve
their problem
Outline the flaws in the solutions the customer is
currently using
Describe how the
customer will
learn about your
brand
List some of the features that set
you apart
Clearly define the aspiration your brand fulfills
![Page 123: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/123.jpg)
Step four
logo
![Page 124: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/124.jpg)
• Wordmarks
• Letterforms
• Pictorial
• Abstract marks
• Emblems
• Characters
Types of logo
![Page 125: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/125.jpg)
Image Association Technology
!!!!
cooking
conversation
exploration
Logo symbolism
![Page 126: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/126.jpg)
Image Association Brand id cooking
!!!!
conversation
exploration
technology
symbolism
![Page 127: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/127.jpg)
Sector language
![Page 128: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/128.jpg)
![Page 129: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/129.jpg)
www.designmatic.com
![Page 130: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/130.jpg)
www.fiverr.com
![Page 131: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/131.jpg)
www.99designs.co.uk
![Page 132: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/132.jpg)
Here’s one we did earlier…
![Page 133: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/133.jpg)
![Page 134: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/134.jpg)
Step five
tagline
![Page 135: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/135.jpg)
![Page 136: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/136.jpg)
![Page 137: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/137.jpg)
![Page 138: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/138.jpg)
![Page 139: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/139.jpg)
![Page 140: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/140.jpg)
![Page 141: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/141.jpg)
![Page 142: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/142.jpg)
Step six
design
![Page 143: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/143.jpg)
Picking the right colour
![Page 144: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/144.jpg)
![Page 145: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/145.jpg)
Think about colour
![Page 146: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/146.jpg)
Colour communicates value
![Page 147: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/147.jpg)
For example
![Page 148: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/148.jpg)
Formal VS Informal SERIF TYPEFACE SANS SERIF TYPEFACE
Think about typography
![Page 149: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/149.jpg)
Think about typography
![Page 150: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/150.jpg)
www.dafont.com
![Page 151: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/151.jpg)
Cool design tools…
![Page 152: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/152.jpg)
www.canva.com
![Page 153: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/153.jpg)
www.piktochart.com
![Page 154: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/154.jpg)
www.picmonkey.com
![Page 155: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/155.jpg)
www.stockpholio.com
![Page 156: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/156.jpg)
www.photopin.com
![Page 157: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/157.jpg)
www.wordswag.co
![Page 158: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/158.jpg)
![Page 159: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/159.jpg)
• What’s your position?
• How are you different?
• How obvious is this to you customers (or target customers)?
• How are you making design decisions to bring your brand to life?
Final comments
![Page 160: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/160.jpg)
Questions
![Page 161: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/161.jpg)
Thank you!!!
![Page 162: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/162.jpg)
Buy these books…
![Page 163: Bbs lecture](https://reader031.vdocuments.site/reader031/viewer/2022021420/586e125a1a28ab8a588b5a89/html5/thumbnails/163.jpg)