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How To Create A Video Show For Your Brand

So, let’s say you already have a brand that is producing consistent and captivating content. Maybe you’ve build your blog up to a point where now you want to show more of what you’re about through the power of video. Video can be a very compelling way to tell your story and get your message across to the public. Taking people on bite-size journeys can pull them further into your world. Showing is always better than telling.

You see other video shows on the web and think that it looks like a lot of work. Well, it is. But it is also worth it. Putting in the work behind-the-scenes allows you to maximize the quality and minimize the frustration. Just recently, I decided to try my hand at creating video content to complement the message I send through my written content. Here are some things I’m doing with my video series.

Opening Branding

The first thing you need to do is create assets that you can import into your video editing program of choice. I use Adobe Premiere within the Adobe Creative Cloud. I knew I wanted to have the Touch of Gold logo at the start. So, I opened up Adobe Photoshop and made a new document with Video/Film settings to the proper specifications.

(Transparent .png files allow for you to overlay graphics onto whatever video or background color you want)

I placed the logo where I would want it to show up on the screen and imported the file into Premiere. I did the same for the Shypsi logo that shows up at the end. For the episode titles, I decided the font I wanted to use, my beloved Avenir, and created two titles. The first title would be for the number of the episode. The second title would be the topic or name of the episode. For all future episodes, I can simply duplicate those assets, click the copy, and change the number and topic. This ensures that the titles will be consistent in font, weight, and position.

Format

Some shows start with an elaborate opening. Some have a very simple opening. Do you want to have a “cold open”, which is starting a show with some video prior to the opening graphics? How long do you want each show to be? How many segments (if any)? Music or no music? All of these decisions are yours and in your control. Take the time to plan out the rhythm and length of your show. Once that’s locked in, you will be merely plugging in each episode’s video clips into predetermined slots. Consistency is not only good for the viewer but it takes some of the pressure off of you from episode to episode. Creating a consistent format gives you a blueprint to follow in the future.

Topics

This was actually the easiest part because I already had a collection of blog posts to pull from. One of the greatest feelings as a content creator is being able to reference your own previous writings. Already having a body of work to pull from and be inspired by helps in creating new videos. The video format gives you the opportunity for them to experience your personality and voice. You also have the ability to show them examples of what you are talking about and the behind-the-scenes of your process.

Having these in place allows you to focus more on the actual video shoot and not so much on the nuts and bolts. It’s like having food prepped as much as possible before cooking, having multiple sketches and strategy conversations before designing, knowing the play on the court before having to execute it.

Follow me on the start of my journey to create a consistently released video at youtube.com/creativebobbie and instagram.com/creativebobbie!

~b.

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The Importance of Going Native In Communication & Marketing

We humans want the path of least resistance. 

We want the maximum amount of reward for the least amount of effort. So, when creating content, take the time to understand that and allow your audience to enjoy your content where they are. You don’t want to have to traverse multiple apps on your phone to get to one piece of content. Some people may favor certain social media networks over others. If your target audience is spread across multiple platforms, it is worth it to tailor your content to each platform. Provide value and communicate in the way your audience will most readily enjoy.

Facebook, Twitter, Instagram, Snapchat, and other platforms each have their particular demographics, techniques, character & video time limits, and other rules. Telling your story effectively on each requires an investment of time and effort. The optimal image dimensions for Facebook differ from those on Twitter and Instagram. Instagram just extended their video time limit from 15 seconds to 60 seconds while the Twitter limit is 30 seconds. Snapchat videos can only be up to 10 seconds each. You need to do your best to enhance the clarity of your message through the proper use of the tools at your disposal. Being a practitioner means diving in and figuring out each platform and how it can best help you reach your goals. Hopefully, your goals include enhancing the lives of others through what you do, say, and share.

One of the first questions you need to ask before seeking followers is what value are you providing. You may want people to follow you across multiple platforms. What incentive do they have to do that if the content they get on one platform is exactly the same as the others? The value of each and every follow must be acknowledged and kept in mind when creating content. The social media platform you favor is the prism through which you choose to see and communicate with the world. You will only pay attention to those who are putting out content that reaches you first and interests you second. When trying to tell your story, you want to put it in the right package on the right platform for maximum results.

Going native means truly living on a particular platform. Gary Vaynerchuk recently wrote about Facebook and their latest push for native media consumption. Facebook wants to keep people in their ecosystem while enticing others to join it. For a platform builder, you want to provide as much native value as possible. Others want to use the tools that platform provides to enhance their standing and attract eyes. Once you’ve built a following, you then will have the power to influence. But you can’t influence until you understand where your target audience is and provide value where they are and how they want it.

~b.

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#ThePodium Spring 2016 cover I designed. Read full issue here: bit.ly/PodiumS16 #design #graphicdesign #editorial #fraternity #sorority #band #music #kkpsi #tbsigma #aea #4gr8rbands #magazine @aigaok @aigadesign #creativecloud (at Kappa Kappa Psi & Tau Beta Sigma National Headquarters)

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2 Examples of Using Video To Increase Engagement

Last week, I talked about why video is the king of content. In my experience as Publications Manager & Multimedia Designer at Kappa Kappa Psi & Tau Beta Sigma National Headquarters, I have had the opportunity to utilize video in communications with brothers and sisters across the nation. Most recently, I came up with the idea to use it to promote an open staff position for Kappa Kappa Psi.

The Chapter Field Representative position tasks 2 brothers to travel across the country visiting and helping chapters. CFRs work with students for the benefit of the fraternity, those chapters, and college bands across the nation. Rather than just give interested brothers a text description on the website, I wanted to see our current CFRs give insight through short videos. Seeing and hearing those currently in that position explaining aspects of their experiences gives potential applicants context. They feel more informed and capable. Demystifying the position’s responsibilities helps encourage interested and qualified brothers to apply. Starting each video with the official Kappa Kappa Psi branding adds a level of professionalism that makes each piece that much more official. Ending each video with the job webpage address provides an avenue to seek out more information.

These videos were used in conjunction with CFR promotional graphics, e-mails, and the national website. As people scrolled down the official Kappa Kappa Psi Facebook page, the native videos would start to play and people would watch. Brothers, who weren’t interested but liked the videos, would tag those who they thought would be interested. The videos provided another layer of shareable content. When promoting, you want to provide all necessary information to your target audience as well as content they can share with others, expanding your reach.

In the past, other video projects included the Kappa Kappa Psi & Tau Beta Sigma National Convention location announcements. These videos acted as teaser trailers in a way. Played during the final joint session, the National Convention location announcement video is a tradition that gets both delegations excited about the next event! It has been one of my favorite projects as Publications Manager. I get to play with how I want to dramatically build to the reveal of the location while previewing the branding and theme of the next National Convention.

Video is powerful and can be used in a myriad of ways to enhance your message. It is worth the investment of time to increase meaningful engagement.

~b.

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2 Crucial Reasons Why Video Is The King of Content

I am a lover of the visual medium. As a graphic designer, I enjoy seeing great visuals and designing work that others will enjoy. When you are trying to tell your story, you want to create content that attracts the right eyes and inspires the owners of those eyes to share your content. Video content is the best way to accomplish your goals.

“Any cause’s expansion has to do with the right creative in the right medium.” - Gary Vaynerchuk (The #AskGaryVee Show 196)

Movement Attracts Eyes

When you are scrolling through your feed and you see a video start, you stop. Even if it is just momentarily, your interest is piqued. Your interest is piqued because movement attracts eyes.  Video is an increasingly higher percentage of internet traffic because it is the most popular way to gain information and be entertained. When you don’t know how to do something, a lot of us (if not all) will search “How To...” on YouTube. We want to see how things are done visually and be taken through the process step by step (day by day). When there is a highly anticipated movie or television show coming soon, we salivate over every trailer. Services like Apple FaceTime and Google Hangout allow us to have conversations with friends and family while also seeing them and their mannerisms. We yearn to see, know, and experience as much as possible. Create content that provides the most comprehensive experience of you and your story in the format we crave.

Pictures Capture A Moment, Video Captures A Journey

Every video, no matter the length, takes you on a journey. Through video you can tell the history, report on the present, and provide a clear vision of the future. Much of the content I suggest for non-profits looking to fundraise and recruit surround utilizing the power of video. Instead of trying to stuff everything into one image, you can craft a video that guides and informs your target audience. The characters, the stories, and the emotions that you can weave into a video can be magnificent tools in your treasure trove. Think about the characters you immediately recognize from commercials you see a lot - Flo from Progressive, The Most Interesting Man In The World (Dos Equis). Characters like these become a part of popular culture because of the short shories they are a part of and the company’s multimedia execution. If you can get people to become invested in your journey, it makes it much easier to create ambassadors for your brand. Featuring video within your marketing strategy, gives you the best chance to engage your current audience and attract a new one.

~b.

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The power of design is not to be underestimated. 👑

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Get yours TODAY! Show your love for the land of Cheerwine, BBQ, Bojangles, COOKOUT, and more! Made by a NC native. LINK IN BIO! #design #shirt #apparel #clothing #graphicdesign #illustration #nc #northcarolina #state #usa #flag

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3 Questions You Need To Ask Before You Ask People To Follow You

Before you ask for anyone to follow you, you need to ask yourself some questions. Don’t just chase followers without thinking beyond your quest for a higher number.

What value are you providing them?

So let’s say everybody you want to follow you does. What are they going to see? How will they be made better by following your feed? You always need to be providing value. When you provide value through quality content, people will not only follow you but they will share your content with others. Sean Wes is constantly providing value available through his website, podcasts, courses, and videos. I often share his videos with friends I feel would get something out of his content. When people get something of value, they want to tell others and help them get the same value. Positive references strengthen your brand and help your message spread. However, it all starts with the value you provide.

Are you currently utilizing the platform consistently?

What are they going to see when they go to your page?

They’ve decided they want to follow you on Twitter. They go to your feed and you have tweeted a total of 5 times since 2014. They will not follow you. Why waste a follow on someone who is not using the platform consistently? Use social media well and often. People feel more confident giving you their attention when they can see you have been showing up every day putting in the work before they even got to your page. For example, you are more likely to follow a blog if you see a history of content released on a consistent basis. 

Is your target audience even on that platform?

You need to go where the eyeballs are. There is no point in attempting to get people to follow the content you post when they aren’t users of the platform to begin with. Unless you are already a social media rockstar (a la Gary Vaynerchuk), you don’t have the power to influence people to join a platform just on the strength of your recommendation. Who are you trying to target and provide value to? What platforms do they like and use regularly? If you are trying build a following on Friendster, you’re probably not going to be that successful at the moment. Pay attention and govern yourself accordingly. 

Learn how to best communicate and participate in relevant conversations. Being a practitioner allows you to gain expertise in crafting a worthwhile social media presence.

~b.

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NEW WORK: Visual brand identity + Case Study on SHYPSI.COM This Wednesday!

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6 Steps To Building A Visual Brand Identity

Great visual brand identities are some of my favorite things to see. I appreciate the thought and effort that goes into them. Organizations, companies, and personal brands that acknowledge the importance of design can maximize their own potential. I’ve touched upon going beyond just having a logo to assemble a complete brand identity and importance of having brand guidelines. 

Today, I’m going to give a few tips on how to assemble your visual brand.

Creating a visual brand identity is where you decide what the public will see when they see you. From the logo to the colors to the typography and more, you are creating a system of presentation. You are creating your own personal treasure trove of assets that you and your team can use as beacon for those already interested and those who you want to attract.

Determine Your Name & Your Values

What is the name of your company? What do you stand for? What do you provide? What is your brand personality? Answer these questions and more. Write down all the words and phrases you can think of that relate to your company or organization. All the creative has to represent you and the message you want to project. Know your brand strategy and goals. The probability of success increases (and the number of necessary revisions decrease) dramatically when design decisions are informed by a clear strategy.

Research & Understand

Research in design is crucial to understand what needs to be done for your brand within a particular market. Proper execution is only possible through understanding. You can not visualize what you do not know. Study the history of the company and the market. Know the competition as well as yourself so you can strategize. The overall brand identity must be established so that a consistent visual style can be created.

Create Your Logo

Think of your logo as the centerpiece. I love the challenge of logo design. A logo is the extraction of your brand’s essential meaning. You’re distilling your essence down to its simplest yet most recognizable form. One possible direction is to utilize any symbols or shapes that relate to your brand’s location, product, or service. For example, if you are in a music-related field, you can use elements that reference music such as notes, certain instruments, conductor’s baton, etc.

Give2Band logo including bass clef reference.

Color Theory

When I first start designing a logo, I do so without thinking about color. I focus on the shape and how well it will translate in different sizes and on different mediums. Once the logo concept is created, then I start to experiment with color. Color influences emotion as well as brand recognition. It is definitely worth your time to study color theory. Select colors that will push your message forward. Martin Christie talks at length about the importance of understanding the psychology of colors while designing an effective logo.

Typography / Font Choice

If a serious corporate brand used comic sans in all their communication, would you take that brand seriously? If a brand chooses an illegible font, it undercuts their ability to deliver their message. You can choose a font or have a font custom-built. When choosing a font, you want to take into account all the different ways you’ll use text. Header font may need to be different than the font used in the body text. Test all the fonts you may want to use by previewing them with sample text, taking readability and style into account.

Build Complementary Assets

Your visual brand needs to be versatile and applicable across many different platforms, digital and print. Most sports franchises have secondary, alternate, and wordmark logos that support the main logo. Building a comprehensive visual brand identity provides you with a playbook of marketing assets. You want to be ready with complementary visuals that flesh out your branding system. Your system may include letterhead, envelopes, business cards, and more. Everything within your visual brand system needs to work together. Each playing a particular role but designed to belong to the same team.

After you have completed and approved of your visual brand identity, you may need to write guidelines on the use of those assets. The identity system is the visual language you use to communicate. Brand style guidelines are necessary to protect the integrity of your custom language and to teach ambassadors and designers how to use it fluently.

Communication is key. Do your due diligence to create and master your visual identity for the benefit of your brand.

~b.

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3 Reasons To Position Your Non-Profit As An Authority

Last week, I talked about why content marketing is the new fundraiser and recruiter. The content you release into the wild has a powerful affect on how you are seen in the community. One of the potential effects of successful marketing is to seen as an authority when it comes to a particular area of expertise.

“The most powerful concept in marketing is owning a word in the prospect’s mind.”

Law #5 from The 22 Immutable Laws of Marketing by Al Ries & Jack Trout   

Making a powerful connection in the minds of people takes an investment. That investment will set you up for long-term success. Being seen as an authority means you’ll gain three essential elements necessary for your organization to flourish.

Trust

Would you donate your time, money, or even attention to a company or organization you did not trust? Absolutely not. Being an authority means having the trust of the public, those who you serve and those who help you serve. When they trust you, they know their money will be going to a good cause and that they will be helping a great organization. Trust comes from transparency and the showcasing the results of your work. Telling your story from an authentic place, on a consistent basis, makes prospective stakeholders gravitate towards your cause. With the trust of the people, you can easily mobilize that force for the greater good.

Relevance

Irrelevance doesn’t look good on anyone. Being an authority means you are relevant in the minds of many. They immediately tie you to the cause you are focused on. When they think of the cause or issue, it is your organization that immediately comes to mind. Relevance is important and can also be fleeting, if you are not consistent in your mission and message. Relevancy is required to have a valuable brand in any market, non-profit and otherwise.

Influence

With trust and relevance, you now have the influence to recruit more, attract bigger donors, and, most importantly, succeed in creating positive change. Your influence is what you use achieve the goal(s) of your organization. It is your influence that can affect situations, people, and policies. Your north star, your purpose, can only be reached through your work and the work of your ambassadors. Great content can change minds and inspire change, if they trust the creators and find their message relevant to their lives and/or the lives of those they want to help.

Building awareness for your cause and your organization’s work to benefit others shines a necessary light. Being an authority puts you in a position to do the most good for the most people.

~b.

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Why Content Marketing is the New Fundraiser & Recruiter

I’ve talked previously about finding out who you are and the magical formula of brand focus. Every person, company, organization, and group has a focus they must develop and devote their resources to for their goals to be achieved. Money is a big resource that is obviously important. Non-profits need money to further their cause and sustain themselves as they service the world. However, if you are not creating shareable content, you are doing yourself and your cause a disservice.

Content marketing is a crucial tool for profit and non-profit organizations. To create a lasting and sustainable impact, you have to convert people from bystanders to ambassadors. It’s about more than just asking for money. If people know nothing about who you are, what you do, why, or for whom, they have no motivation to contribute in any way. Growth comes from maintaining the investment of current donors and volunteers while adding new donors and volunteers to that number. You need to be creating content that tells a compelling story, highlighting your cause and the need you satisfy. The more you connect with people and communities, the greater your chances of achieving maximum visibility.

Your content needs to be providing value. Whether it’s in the form of entertainment, education, or information, your content should be worth the time it takes to view or read. Time is a resource more important than money. Neither should be wasted. Create content that speaks to each part of the journey from bystander to ambassador. Before we champion any cause, we are unaware or uninterested. Something we see, watch, read, or experience changes our perception and inspires us to get involved. Whether that involvement is just financial or is through volunteering, we become a new agent of positive change. Nothing creates new agents quite like quality and relevant content.

Ideas for content:

A video series sharing the stories of those you’ve helped.

Photo or video that outlines the cause and why it’s important. (NOTE: It is much easier for people to ignore a problem when they aren’t looking at it or its consequences. Show is better than tell.)

Use community generated content to highlight the great work being done.

“Thank You” videos celebrating each milestone achieved.

Utilize SnapChat to create a Story surrounding a single day in the life of your mission.

Create a short film telling the history of the organization as well as the cause.

Investing in your marketing is just as important for non-profit groups as it is for other companies, if not moreso. Many of the same techniques companies use to promote their products and further the footprint of their brand should be applied by non-profits as well. If you want to be seen as an authority in a given field, you must put together the right visual brand identity and create quality content to share.

~b.

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Feedback, The Necessary Boomerang

Dealing with feedback can be a very sobering experience. There will be times where you think you’ve created the greatest thing since sliced bread and you will get a negative response. That negative feedback could shake your confidence in your abilities. On the other hand, you could release something that you don’t think is good to rave reviews.

People can be fickle.

The Process

Since you’ve slaved over this design, you’re very close to the end product. This means that you need some outside eyes that may catch something you missed. If there is a target audience in mind, you may need to get some feedback from that community. If you are trying to improve your skills, at some point, you are going to need to allow yourself to be critiqued. You don’t have all the knowledge nor the perspective required to master your craft in isolation. Getting feedback can be a teachable moment that takes you to a new level.

When I’m designing a visual brand identity for someone, I know that there may be a lot of back and forth. Revisions upon revisions may be required. As much as I would love to go into the studio and one-take it like I’m a graphic designing Jay-Z, that most likely will not happen. That does not mean you don’t strive for the perfect first draft. You just have to prepare yourself for the possibility that the solution resides deeper within your mind.

Constructive Only

Constructive criticism / feedback helps you dig deeper for the solution. It can be a beacon of light that reveals the answer to you and your client.

Keep an open mind while being the professional. It is your expertise that brought them to the table. However, the perfect meal will not be created without the right ingredients from both you and your client.

However, know the difference between constructive and destructive criticism. Constructive criticism pushes you and the project forward by either eliminating incorrect answers or revealing new paths to investigate. Destructive criticism does not help in any way. It provides nothing. It teaches nothing. It wastes time. Disregard what doesn’t take you to a new level or offer better vision.

Whenever you show anyone your work, there is the potential for it to come back at you like a boomerang. Don’t be emotional or close minded about it. Mine the critique to help you as a designer and a person and the project as a whole. The north star is the desired solution, the goal. Everything that pushes you towards that goal is for your benefit. If you never open yourself up to criticism, you close your mind to wisdom.

~b.

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#SuperTuesday is here. If your state is a part of this legion, GO VOTE! TODAY! #design #graphicdesign #vote #PromoteTheVote #icon #ballot #election #usa #alabama #alaska #arkansas #colorado #georgia #massachusetts #minnesota #oklahoma #tennessee #texas #vermont #virginia #democratic #republican

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Why and How To Use #Hashtags

A hashtags are used on social media and microblogging services to make it easy for people to discover posts with specific subject matter. Placing the # sign before a word or phrase creates a hyperlink that shows a page, where all posts are tied together within a single topic. You would be well served to know about them and how to use them to help maximize your impact.

Creating and using a hashtag

Creating a hashtag for your event or initiative can build an avenue for engagement.

During the leadup to the event, a particular hashtag (e.g. #NEDCon2016) can be used for event marketing. You can build a catalog of excited participants, event announcements, and interested parties. If a particular hashtag or subject is mentioned a lot within a certain time frame, it will begin to trend on social media. It is all about creating buzz and encouraging conversation. People who want to know the happenings during an event can easily search the hashtag to witness the real-time interactions, photos, and videos across multiple social media platforms. You can even have a monitor somewhere at the venue that shows those interactions. After the event, you can gather photos and videos that your participants have posted by searching the hashtag. That user generated content can be used to promote in the future, creating a sense of community within your marketing.

When creating your hashtag, you need to make sure you wouldn’t be sharing it with an already popular subject being used by someone else. You also need to be aware of any other possible alternate meanings behind the hashtag. It is 2016 and you have to be aware of the different ways it can be utilized and interpreted.

Cautionary Tales - How Not To Twitter: 7 Hashtags Fails To Learn From

Creating community. Joining the conversation.

Hashtags can also be used to create conversations surrounding a certain topic or to collect questions. Gary Vaynerchuk has turned #AskGaryvee into a YouTube show, a podcast, and now an upcoming book. He invites people use the hashtag to ask him questions about entrepreneurship, marketing, and social media. He then takes some of those questions and builds the show around them, answering them and including their social media profile. Melissa Kimble, creator of My Creative Connection - a platform where African-American creatives network for the purposes of personal development and professional growth, hosts monthly #blkcreatives Twitter chats. People use the hashtag #blkcreatives to engage with one another on the pre-selected topic. It is also used as a feed (or hashtag stream) for those interacting within the community.

Watch the wave of activity on your social media platforms of choice. Search for hashtags that spark your interest or relate to your chosen career field. Participate, engage, and learn. Take full advantage of the technological era in which we live. Hashtags are yet another tool to master.

~b.

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5 Stages of New Logo Reaction

When a company or organization unveils its brand new logo, people react in a myriad of ways. My favorite part about seeing a logo reveal announced is knowing that the design community will be ready with some hot and fresh critiques. Some logos are immediately rejected by the public, some are immediately adored, and others have to grow on people. Everyone has opinions. The way these opinions manifest themselves can be a source of great entertainment or frustration, depending on your perspective. The cycle that usually occurs surrounding many reveals is something I like to call the 5 Stages of New Logo Reaction.

JUDGEMENT

This is the stage where the most visceral reactions reside. If it is something people love, the logo will be showered with praise. If it is something people don’t like or understand immediately, the floodgates of hate shall open. You’ll feel thunder of cracking knuckles as people prepare to rip into whoever is responsible for this travesty of design. (actual phrase I’ve seen)

DISCUSSION

After the initial judgement and knee-jerk reactions have begun to subside, it is time for the explanations, think pieces, Twitter chats, and more. It is in this stage where we delve deeper into why certain decisions were made and why everybody is so mad. In “Why I Hate The _______ Logo” articles, authors of various levels of expertise elaborate on their initial disgust. Articles defending the new logo try to push back against any negative wave of public or industry disapproval. We all participate in back-and-forths that may vary in productivity.

Constructive criticism is just that - constructive. Explanations and case studies help everyone learn about the design process and reasoning behind a visual identity. Evaluating and analyzing the how and why a brand presents itself a certain way can be a very healthy exercise. It can also produce a lot of yelling from people who don’t want to consider any justification. Discussion can also produce...

REMAKES

“Here’s what I would have done.”

This stage is my favorite stage. Some people are against unsolicited redesigns. I am not one of those people - clearly. And neither is Ted Goas.

I love seeing designers take their shot at designing things the way they want to. In a way, this is people putting their money where their mouth is. Putting yourself in the shoes of the designer(s) that created the logo requires you to take on some of the same challenges. If you dare show your alternative design, it puts you on a similar platform where you and your work will be judged.

REEXAMINATION

Now, we have the initial designs and the slew of remakes. We can sit back, compare, and judge as if we have a say-so in what the actual brand decides to go with. Again, positives can come from this. Craziness can (and will) result. Hot takes galore with varying degrees of substance. Only the truly dedicated and invested achieve this stage. It’s like Inception. You are two layers deep in judgement and will need a kick (or two) to get back to reality.

ACCEPTANCE

This stage can come in many different forms. Here’s a few.

We learn to like the new logo after observing it in application.

We acknowledge it is what it is and move on with life.

The brand itself recognizes its mistake and reverts back to its original logo/branding...quickly. (e.g. Gap, San Francisco 49ers)

In most cases, it’s best to embrace your power or lack thereof in that particular project and pull lessons from it for your own personal development as a brand designer, builder, or overseer.

This model is not necessarily linear. This is moreso a collation of five common experiences I’ve witnessed over years on social media and the internet in general.

Very fun stuff.

~b.

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The Importance of Research in Design & Branding

Research is important. It is crucial to understand the market you want to design and promote in. You can’t effectively sell a product or service through the visual medium if you don’t know what you’re selling. Relevant ideas are born through understanding. Knowing the market means you know what symbols, shapes, colors, and references will be immediately recognized by your target audience.

As a designer, I want to have as much strategy mapped out as possible before I even touch the Adobe Creative Cloud. While coming up with different concepts, you want to have some ideas you can sketch out, look over, and pull from. Through discovery of that particular marketplace and that particular brand’s past and present, you can better zoom in on what is necessary. The goal is to work as efficiently as possible towards the mark of success.

Knowing the market means knowing what consumers are already familiar with and expect. You can use that knowledge to make your own lane with your design while, at the same time, residing within the parameters of that market. A brand’s visuals must stand out to make an impact and build interest in the product or service. Identity the leaders of the market and evaluate their impact. Knowledge of the competition helps in developing tactics to win attention.

Designers usually have questionnaires that potential clients fill out that give the designer a snapshot of their brand, their desires, and their perceived needs. This is usually the start of a conversation that delves deeper. With each additional question and answer, both the client and designer mine and refine the essence of the brand they want to build. The goal of the designer to pull as much information and perspective from these conversations as possible to start in the right direction.

When researching, don’t limit your scope. For a small business or non-profit, don’t just look at those on the same level you currently operate on. Look to the masters. Allow for growth and put your brand in the best position possible for lasting success. When I’m designing for an event, I don’t even limit myself to similar events. For example, when I designed for the 2015 Kappa Kappa Psi & Tau Beta Sigma National Convention, I researched the branding of other fraternity and sorority conventions. However, I also researched past Super Bowl, NCAA Final Four, Kentucky Derby, and other high profile national events. There was a certain echelon I wanted to shoot for on this project. This did provide inspiration but it also provided insight on the process of creating an overall feel and theme for a large event.

Insight is important. Insight is gained through observation and research. Research and understanding fuels and directs proper execution.

~b.