TF
What is Branding? A deep dive with Marty Neumeier
@ The Futur
12/18/19
Takeaways
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Marty Neumeier
12/18/19
@ The Futur
To effectively communicate the value of design, you need to understand how it connects to business outcomes and be able to articulate that to clients.
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Marty Neumeier
12/18/19
@ The Futur
Branding is the area where designers and businesses can connect, making creative skills more valuable when aligned with branding principles.
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Marty Neumeier
12/18/19
@ The Futur
A brand is a customer's gut feeling about a product, service, or company; it's their perception and reputation, not just a logo or promise.
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Marty Neumeier
12/18/19
@ The Futur
Branding is not just about creating a logo or identity; it's about shaping the overall perception and reputation of a company in the minds of customers.
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Marty Neumeier
12/18/19
@ The Futur
Understanding branding allows designers to better position their work and communicate its value, leading to more opportunities and higher compensation.
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Marty Neumeier
12/18/19
@ The Futur
Specializing in a specific area, like high-tech design, can significantly increase your value and income as a designer.
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Marty Neumeier
12/18/19
@ The Futur
When you specialize, you can dominate a niche market, making it easier for clients to refer you and increasing your visibility and demand.
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Marty Neumeier
12/18/19
@ The Futur
The brand ladder measures how customers perceive a company, moving from satisfaction to delight, engagement, and ultimately empowerment.
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Marty Neumeier
12/18/19
@ The Futur
To succeed in branding, you must learn to speak the language of business and connect your creative work to business goals.
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Marty Neumeier
12/18/19
@ The Futur
The effectiveness of branding can be measured through customer engagement, satisfaction, and loyalty, which ultimately leads to higher profits.
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Marty Neumeier
12/18/19
@ The Futur
To empower our community, we focus on five key areas: personal growth, emotional support, business success, social status, and fulfillment.
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Marty Neumeier
12/18/19
@ The Futur
A brand is a person's gut feeling about a product, service, or company; it's not just a logo or a promise.
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Marty Neumeier
12/18/19
@ The Futur
Your brand isn’t what you say it is; it’s what they say it is.
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Marty Neumeier
12/18/19
@ The Futur
Collecting measurable results from past projects helps prove the value of design to clients, making it easier to justify higher fees.
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Marty Neumeier
12/18/19
@ The Futur
The bigger the market, the more you need to specialize; specialization helps you compete effectively.
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Marty Neumeier
12/18/19
@ The Futur
When you specialize, you can charge significantly more for your services, as demonstrated by my experience in software packaging.
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Marty Neumeier
12/18/19
@ The Futur
The first step to improving your branding skills is to read and understand the foundational books on branding, such as 'The Brand Gap' and 'Zag'.
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Marty Neumeier
12/18/19
@ The Futur
In branding, the key question is: what is your brand the only one of? This high bar is essential for differentiation.
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Marty Neumeier
12/18/19
@ The Futur
My latest book, 'Scramble', is a narrative that teaches branding principles through a story, making it accessible and engaging.
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Marty Neumeier
12/18/19
@ The Futur
Teaching branding concepts solidifies your understanding; once you teach it, you know it cold.