0:08
The brand discovery is a major component in the branding process. It acts as the catalyst for everything you do from the concepts and ideas to the overall look and feel you can use this refined Google dot to create a blueprint for your brand's entire identity. Let's review together. I'm going to go ahead and jump into my computer now. This is probably my favorite part of the branding process. It's a great exercise.
0:30
And essentially this doc will become vital when launching your brand. So a brand discovery is a strategy session. It's basically a company brainstorm. We use tablets a solid image that's consistent across the board in all mediums and communications including your tone your competition your logo concepts and your unique selling proposition. So it's used to create a baseline for you or your designer to work from.
0:56
So if you're the designer that's going to be doing your brand refresh or your logo update. You know this is a great document for you to be able to leverage or if you're hiring a designer on set up work or 99 designs to say great doc to give them to make sure that their logo and design is consistent with what you're looking for. So let's go ahead and jump into what we're going to get into it in real time.
1:19
So essentially you click into the tool dock. This is the dock that you all have access to which has all the links. And then just go to brand discovery. I'm actually going to highlight this and some light green. So it's easy for you to find and when you find it. This is what you'll see. So just a Google dot. But essentially you're going to fill out this document. So you're going to provide or you are out your email, your contact name and roles. And this is just going to help record all the information you'll need when you do your brand refresh.
1:48
You'll have phone number mailing address what services your company provides a little bit about your business overall your vision right. What you see in the future for your business is going to create and then talk about your core values. You know do you provide kindness to do social good work some of the values are at the core your business that sets you apart. Also your company tone. She talked about right.
2:11
Maybe you're witty funny or maybe you take a more serious tone to what you're doing then talk about what are the top brands that you love. Maybe there's some brands out there that you really have an affinity towards. Maybe they do a great job at design. For example, Apple has a fairly really great and minimalistic design with high quality products so maybe apple is product that you like I suggest describing it, and then talking about what you like or dislike about them.
2:38
Then talk about main competitors who is in your space doing really, really well. You want to make sure you add these competitors here because this is going to be a great way to review with your designer. I'm actually going to zoom this in a little bit so you can see it better. There you go. And then talk about your USP. This is important. Your unique selling proposition is what differentiates you from every other e-commerce store. So make sure me write it here.
3:00
So your designer or you have a physical representation of what your USP is then talk a little bit about your target audience is a 20 to 30-year-old many millennials. Is it TikTok users. Is it whiskey drinkers really describe your audience here and create a definitive document that has that and then talk about the factors in your business environment you need to overcome to succeed.
3:25
What are some of the things you need to get over. What are some of the humps you need to get over then talk specifically about the business objective you would like your marketing program to achieve. Now after you've entered these preliminary questions that help with general branding let's hop up a little bit about logo design. So let's say you started your e-commerce store you maybe have a simple logo up just to hold you until you get started but now you're like well I need these logos I need a more definitive logo to be reflective of my brand.
3:57
As we grow. So this is a great brief that you can send to a designer or that you can use to design yourself. So what I've done is I created a document that says click here and I've included about 50 to 60 just random logos. So what I ask clients to do is I say hey what which logos do you like the most. And so they click these and they can kind of pinpoint the ones that they like.
4:18
Now the main reason we're doing this is to have a benchmark to kind of get an idea of what type of logo that they're looking for the league so they can write the name down 13 18 you know whatever logos they like. And now as I give this brief to the designer kind of what to look for sorry. There's also logo inspiration. You can go to logo mousse dot.com and pick some logos from there as well. This will give your designers from general ideas of what to look for.
4:42
Some of these ideas we actually took from 9 9 designs as well because they do a good job of vetting someone before they go for a logo brief. So it gives them all the information they need. Secondly, I asked the style of the design should our designers explore classic modern you know playful sophisticated so how to fill this out as well or you fill this out which logo type do you prefer. We talked about this right.
5:04
Specifically there are more global types that go into design. You might have an abstract mark or classic or a logo type. So here's an example of an abstract mark which is usually just like a symbol and then followed by the text right. And then you have classic. So you can add all these things are open that you can access. Just show this to the there's a designer so they can get an idea of the type of logo you're looking for.
5:29
Then talk about font style when it comes to font style. Again we talked about these specifically right. You have serif we have sans there and you have a script. So we usually follow one of these three criteria to really come up with these ideas and concepts in regards to the logo and the kind of font and typography we're going to use to lay that logo out. So here that looks right here and then we talk about what attributes or emotions do you want to be associated with your brand that might help with the colors.
5:56
What name Would you like in your logo what's the specific logo name. What's your slogan. So common questions oh and then also I miss this one colors to explore. So a lot of times, you want to be able to give the client an open ended question and say, hey, what color should we explore what colors do you like. You can literally use this document just duplicate it and use it. So when this brand discovery template is done, you'll have all the information you need to do your brand guidelines to your logo rebrand the send this to a designer.
6:26
You can literally take this document when it's done. Tell the designer hey, this is what I'm looking for and this is the low without looking to get created. And your job is to watch and manage the project. So this does a great job of putting you in that position. So I hope this helped. I'm going to jump into module 3. Let's go.
