Brand Strategy Step 2: What You Need To Know Before You Start

What are biases that you need to know before doing strategy? Should you care about the Slack or Zara logos look like? What are some books that you should read? How do you engage in deeper levels of conversation?
WATCH PART 1: • What Is Brand Strategy...
This video is from one of our Pro Calls where Chris explains to Dimitris Lazarou, Design Director at Symbolon Branding, what you should learn before you decide to do brand strategy in order to ask better questions and pull out the right answers you need. Chris also shares the books he recommends reading and biases to become aware of.
Follow him here:
@symbolonbranding
Learn more about The Futur Pro Group here 👉bit.ly/2Lk5zJs
Essential Reading for Creative Professionals: Vol. 1
thefutur.com/blog/designer-bo...
Types Of Cognitive Biases You Need To Be Aware Of As A Researcher
uxdesign.cc/cognitive-biases-...
Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
thefutur.com/shop
2:03 - Recommended reading
2:20 - What you should familiarize yourself with before doing strategy
4:51 - The different types of biases
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Host: Chris Do
Content Director: Matthew Encina
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster, Ricky Lucas, Jona Garcia
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[@EstieChoi]

Wow this reminds me that what we choose to read & listen to really does influence our way of thinking a lot.

[@thefutur]

It does Estie

[@CelineAdobea]

I've heard so many people talk about specialized knowledge, that you have to have some form of specialized knowledge before you can bring something of value. It was really nice to hear you talk about a facilitator and having broad knowledge. It's a great reminder for me to start from where I am and who I am, and grow from here. Rather than thinking I have change and to become someone else to be of value. Thank you 💙

[@shenalmendis8802]

"Marketing is everything. If people don't know who you are, they don't know your story, they don't attach to it you're gonna have a heck of a time trying to get any real work " Its really beautiful when what Cris says actually aligns with what he does in the video showing us what's it like to be in the pro group. Marketing it while giving us some VALUE AND INSPIRATION. Truly beautiful. Love your content

[@thefutur]

Thank you. Some meta layers in here.

[@hharshagrawal5184]

One Punch Man of Creatives Association That was amazing..

[@gdking10]

Thank you so much Chris! This is the only channel for which i have turned on my notifications! Well deserved!

[@thefutur]

You're the best!

[@yongcage]

Thanks for clarifying the definition of Marketing again. Thru the research of branding and marketing due to the needs of recent job, found the deeper and more meaningful layer lies behind "terminologies", such as marketing, and branding, or graphic design, etc. How good it is, that we improve and own the capability of using our talents, to let people know more about the brands or products that are truly valuable to them. :)

[@youlikeanh]

We are in the business of client servicing and knowing how to diagnose and solve a person's problem. If you're not able to communicate and agree with clients on what kinda help they need, you need to listen to more Futur

[@youlikeanh]

to expand these skills, on top of what Chris suggested, KZbin Channel: "School of Life" has great tips on compassion, empathy, and communication.

[@thefutur]

Excellent recommendation

[@MsSquarebanana]

So good. I worry about not knowing enough, so the "research" becomes my shiny object - so making sure to implement keeps me in check. Talks like these are good way to get back in check too.

[@FaiyazFizz]

the more i watch, the more my mind expands every video.

[@michellesun-forbes30under38]

The Compound Effect is a powerful book for anyone starting their own business, or anyone who wants to live a fulfilling life.

[@thefutur]

excellent book.

[@erroltiozon]

I havent read this yet. This means I have to grab this book then. :)

[@d7eemo270]

In love with your mic quality

[@erroltiozon]

Everything is marketing! Mic drop! Completely agree to this. It’s all about getting known that way you won’t become the best kept secret.

[@sheryllawrence3363]

So informative! Thanks for creating this valuable content! Transitioning my career into UX and this video speaks so much volume on gaining clarity from your client's goals.

[@nicoleschlueter]

AMEN Chris Do! It's been like this for decades. Design is expected to come with the marketing package. Don't offer just one piece of the big pie, then you lose your seat at the big table.

[@AheartFixedInChrist]

Amazing 🥰 i love this..always feels like speaking to me..Noted Chris

[@germainestephanieamassayen8875]

Thanks for this valuable content... It really helps 🙂

[@streamboy15]

Reminder set

[@ThePrimeAcademyBG]

You rock guys, can't wait to see what you'll be sharing with us.

[@thefutur]

Thank you

[@AheartFixedInChrist]

Rewatching because i lost the fire💕 These videos has fueled my freelancing grit a year ago.

[@princesymenouh2949]

The animated logo at the beginning is 👌🏽

[@uncleanAlibertine1]

briliant!

[@johncart07]

Great work Chris! "You are not so smart" by David Mcraney is a decent introduction into cognitive biases. If you haven't read it already.

[@pixelnbeams2264]

amazing video... more i watch your videos my mind become more open about design business amazing content.

[@GidoGil]

Thanks for this! Click funnel its exactly what i needed to research. I generally rather put my mind to knowledge then to emotions. Good stuff

[@victoriaodunusi4546]

Marketing is about giving values to every products purchased by your clients. It is not enough if you don't guarantee the benefits of your products. Your logo and advertisement will be useless. Thanks for this uniqueness information.

[@victoriaodunusi4546]

Understanding from devil's advocates

[@arthurviktory3499]

Great videos as always!

[@thefutur]

Appreciate it

[@mostlymichaela]

This is so valuable, even if you're not a graphic designer. I'm a photographer and I've TRIPLED my prices since I started by watching this channel. I tell all of my creative friends to watch The Futur, but none have so far. You guys are my best unintentionally kept secret.

[@thefutur]

Amazing.

[@dodifferent_co]

Congrats!

[@mostlymichaela]

@@dodifferent_co Thank you!

[@travelwithgoose]

Okay I think I finally need to join the program

[@reficulgr]

Heey, blast from the past! I remember this conversation - hope you guys are well :)

[@thefutur]

Yes. Superstar.

[@MaryTanHooper]

Gold 👏 on point 👍

[@KosherLifeMir]

Waiting patiently. Lol 🙏🏽

[@zuzannamiech]

......here!

[@Design.Theory]

I think it's important to note that you can still learn a lot from looking at the Zara logo...things that go way beyond kerning and basic design principles. You can start to understand how they put strategy into practice, which is really important. Sure, it's probably not the best idea to go over this minutiae with clients, but that doesn't make it any less important if you're a designer.

[@thefutur]

Suit yourself.

[@Design.Theory]

@@thefutur Strategy is nothing without implementation.

[@ThisDesignLife]

@@Design.Theory strategy directs implementation. But judging implementation without knowing the strategy is a fruitless diagnostic.

[@Design.Theory]

@@ThisDesignLife Yes I agree to an extent. It helps to know the strategy in order to judge the success of branding. But there are other metrics, too. The most obvious one is sales numbers or influence/reach.

[@ThisDesignLife]

@@Design.Theory of course yeah. But the reference in the video was about designers obsessing over redesigned logos.

[@ravihooda3323]

If you disliked this video, meet me at the highest point in Grand canyon, we shall have a sword battle at sunset. Only one of us can live.

[@futuremontagedsgn]

What do we do to those clients that are bent on getting repay after series of retries?

[@robhanvycreative4623]

Ooo! Shiny The North Face logo @6:45

[@dodifferent_co]

🤠

[@tutorials859]

Very specific, straight to the point and short, without philosophy, I like this new series. Offtopic but just curious, how did you come up with the Blind studio name?

[@thefutur]

it's based on our design philosophy. begin without preconceptions. begin blind.

[@rajavanya]

We need to define - "how do we know someone knows what they are doing? - is it already getting results for someone once, twice, is there a success rate?, then how do we sell brand strategy as beginners? do it for free? how do we collect results then - just testimonials is enough, or do we show sales increase etc.

[@KayoCosio]

💯 you gotta get used to telling your client that they're wrong without offending them.

[@thefutur]

There’s an art to this. Ask better questions.

[@KayoCosio]

@@thefutur you mean to get them to come to the conclusion on their own?

[@KayoCosio]

love this shiz. you dope, baldy. bald asian dude = creative mastermind. 100% brah

[@thefutur]

Thank you 🙏

[@antoniu790]

Great video guys. Can someone please share a link to the article from 6:01 - How to use psychologicial Biases to sell beetr? Thank you for the help!

[@dodifferent_co]

It's in the description

[@djvintagevincenetpricks1269]

I just talk the talk.

[@3sixtydigitalmarketing580]

Will there be a part 3? I really enjoyed this series. Very helpful.

[@thefutur]

Yes.

[@thomastalksabout2870]

@@thefutur When are you guys going to drop step 3? Cheers!

[@AdvaitV]

Missed the Superbowl so that I can spare time for this

[@thefutur]

That was Sunday.

[@thedevo01]

@@thefutur WELL FYI I KEEP REFRESHING THE FUTUR YT CHANNEL LIKE IT'S MY JOB, CHRIS! 💕

[@cgmon4064]

@@thefutur lol

[@AdvaitV]

@@thefutur Intensive care units(ICU) don't have Sundays unfortunately :(

[@negative42]

Fancy intro

[@ThisDesignLife]

Great content. But again, I don’t this touches on Brand Strategy yet.

[@thefutur]

there's more to this. we are building on it.

[@ThisDesignLife]

@@thefutur looking forward to it

[@fluxfive]

Love the rant! BTW @thechrisdo You’ve never read a design book because they’re all full pictures. Lol. ;-)

[@thefutur]

very true. I have many design books. truth be told, I actually have read a few. but learning more about our craft without an understanding of what might help the client isn't wise.

[@fluxfive]

@@thefutur Couldn’t agree with you more. Biz first. Design second.

[@StarCourtesan]

CAN I SEE YOUR COGNITIVE BIAS NOTES

[@TomeyTran]

I prefer your previous curved glasses. But anw thanks for quality video :)

[@thefutur]

I have many pairs.

[@Wilson_Cool]

2:47

[@sinedits3074]

Yeah but that Zara logo....

[@thefutur]

haha

[@typoholic]

You lost me when you said that blondes could be better than redheads…

[@thefutur]

Haha.

[@alessandrobelottidev]

And that you should dig a little deeper ahhahab