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Branding Masterclass for AI FoundersㅣSmith & Diction
@ EO
05/09/25
Takeaways
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Mike Smith
05/09/25
@ EO
Copywriting is either the easiest job in the world or the hardest job in the world, depending on how well you do it.
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Chara Smith
05/09/25
@ EO
Every brand exists, whether you invest in it or not; it's how people perceive you, and that perception is shaped by every interaction.
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Chara Smith
05/09/25
@ EO
Branding is not a one-time purchase; it's an ongoing exercise that involves every interaction you have with your audience.
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Chara Smith
05/09/25
@ EO
A good brand is something that people want to incorporate into their lives, not just a transactional relationship.
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Mike Smith
05/09/25
@ EO
When creating brands, many people mistakenly think it's just about logo, type, and color, but there's so much more to it.
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Chara Smith
05/09/25
@ EO
A verbal identity is crucial for communicating with your external audience, setting the tone and personality of your brand.
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Chara Smith
05/09/25
@ EO
When developing a brand, it's essential to create a verbal identity that allows for creativity and personality in communication.
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Mike Smith
05/09/25
@ EO
The biggest mistake in branding is thinking that what you want people to do is what you should write; instead, you need to make them want it.
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Mike Smith
05/09/25
@ EO
In the AI space, many ads focus on efficiency, but no one desires to be more efficient for themselves; they want something that enhances their life.
MS
Mike Smith
05/09/25
@ EO
The main difference between fine copy and good copy is the emotion behind it; it's about making someone feel something.
MS
Mike Smith
05/09/25
@ EO
Copywriting should evoke emotion and connect with the audience, rather than just conveying information.
MS
Mike Smith
05/09/25
@ EO
For clients like Perplexity, the challenge is appealing to a broad audience, making it aspirational and relatable at the same time, while also transforming the AI experience from a simple question-and-answer interaction into a comprehensive knowledge portal, similar to how Google used to serve as the front page of the internet.
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EO Cast
05/09/25
@ EO
The key differentiator between Perplexity and chatbots is that while chatbots provide direct answers, Perplexity opens doors to further knowledge and discovery.
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EO Cast
05/09/25
@ EO
When branding Gamma, it's essential to identify who the product is not for, as this helps clarify the target audience and their specific needs.
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EO Cast
05/09/25
@ EO
To effectively design for educators, it's crucial to understand their daily routines and specific presentation needs, allowing for tailored communication that resonates with them.
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EO Cast
05/09/25
@ EO
In logo design, I often push concepts to extremes before simplifying them, ensuring that the final product is unique and not just another geometric design.
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EO Cast
05/09/25
@ EO
I believe that every logo should tell a story or convey an emotion, rather than just filling a space; this is fundamental to our design philosophy.
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EO Cast
05/09/25
@ EO
At our studio, we prioritize design work over meetings and administrative tasks, allowing our team to focus on their craft and improve their skills.
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EO Cast
05/09/25
@ EO
Our goal is not to scale into a large company but to remain small and focused, ensuring that every project maintains a personal touch and high design quality.
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EO Cast
05/09/25
@ EO
I embrace the idea of failing and learning in design, as the process of trying and experimenting is where true creativity and growth occur.
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EO Cast
05/09/25
@ EO
Creating something from scratch is the most beautiful aspect of design, and I find joy in the challenges that come with it.