 Good morning. Okay. I'm really nervous now. I expect I like 20 people Okay First of all forgive me my voice is really bad. It apparently happens every time I have to give a talk I'll try not to cough but it's hmm. I can relatively control it. You know where we are Um, let's just since you're so many. Let's just do a show of hands How many designers? How many developers? How many marketers? Okay, good. Good. Um, hello This is what I do which looks like a lot of stuff, but I've been doing it for a long time, so it I actually do all of it and You'll gonna understand this better at the end of this workshop. These are the three logos that characterize the three different areas that I Communicate with Let's give a hand right now. So we get them ready for my TAs Uh Bohana So today we're going to do a whole bunch of things the first thing that I'm going to Convey to you is something that it's a huge peeve of mine a brand is Something and is not something else and there's a big misconception. So that's the first thing that I want to go through with you We're gonna briefly see how the concept of branding has evolved To get to what it means today, I will then give you my recipe to create and build a brand I Would also share with you some tips and tools and then we're going to take a break And Then we are going to put this into practice and to do this The the lovely assistants that you've just met are going to Represent six different clients. You're going to get grouped So you're gonna be agencies for an hour and a half You're gonna have clients That will explain to you and you're going to come up with a branding strategy for them There's going to be three personal brands and three business brands That clear you like Should we go? Okay, so that's point one That's usually what I get after that slide and What I mean with that is that a brand is not a logo a logo is not a brand the they're not synonyms and You shouldn't use the synonyms a brand designer is not a logo designer and a logo designer is not a brand designer and I'm going to explain what I mean with that What is this? Nike, right? This is Nike This is Nike's mission from their logo from their website. I'm sorry Okay Okay, this is Nike's logo. This is Nike This is Nike's logo. This is Nike Okay The logo is a symbol. It's something that when I see I think I recognize Nike But the brand is all the feelings I get when I think of Nike Good bad, it's irrelevant. It's the emotion is the anti non tangible part of it Another example for those of you who know what this is. Don't say it Who knows what this is raise your hands Okay What is this? Everyone knows this, right? So this is the old black's logo But This is the old blacks brand Okay, so when I see this I see an icon for this Okay, and that is what the logo is the logo is an icon It's a representation a two-dimensional representation of a set of intangible values Which are called brand equity So the brand is that set of alibos So when you're brand designers or when you're working on your brand You're not working on your logo Your logo is part of your brand, but it's not your brand and we'll see that in the steps So to borrow from hand-handling who borrowed from Z Frank the brand is the emotional Aftertaste that comes after an experience with a product or service or a company or person or an entity Okay, you you meet someone a product or Or a person or you read about it and you get feelings And that thing Is the intangible value So the logo is a two-dimensional icon the brand is a multi-dimensional experience And I'm sure that if you look at any of this you get it You know, you see something you go. Oh, I hate them You know, oh, I love that. Okay that thing. That's it. That's the brand Now if you've thought oh, I hate them. They're not really doing a good job, but that's their problem So How did we get here? Okay, because things got complicated over the years So the first thing the first concept of branding Is related to ownership And that was because people had things and they had to distinguish, you know my cattle from your cattle my sheep from your ship and so You know they that we have documentation from The lasco caves, which is some of the oldest that we have it's 50,000 Years ago that the picked marked cattle and experts believe that cattle was marked with Paint or tar or some some things that would not that was not very permanent And egyptians did that and since the non-permissive was a bit of an issue They then about two to three thousand bc They figured that Burning it onto the thing Was a little more permanent And they liked that better not not the things that got burned, but the owners And in fact Brand and brander comes from all north and it means to burn So a little later on about two three thousand bc Um branding started taking on A different meaning That was a um ownership Meaning meaning i made that Um, and this was widespread. So makers of goods Would put stamps or brand in some way their products to say I made that And also sometimes um What the product was for or what material it was made with? um And archaeologists have identified about a thousand different unique potters marks That were in use during the first three centuries of the roman empire So there were about like, you know, 300 brands of pottery and you can imagine like Old romans going, oh, you know, I just got this vase from, you know Marius Potters, you know, and he's like really like the hottest guy at the moment um, so Middle ages um guilds Began using marks to their to distinguish their products so paper related guilds meaning printer or Paper makers use watermarks and stone masons used, um Marks to identify their products the caves that were coming from And the quarries. I'm sorry that were coming from and there's actually They made this like really elaborate system that history historians Documented not me. I just found that out when I was doing research Renaissance, um Artists always kind of marked their work, but usually with symbols in the renaissance um Artists started saying I don't want to put a mark on it. I want to put my name on it So people can come and know that I did that And so this is Michelangelo's that that's the What you're seeing it's a detail of this like ribbon that's going across Mary's chest And it says, you know, Michelangelo's Buonarrotis So this was also kind of like the first Uh concept of authorship No, I made that not only as as an artisan Uh, but as a as an artist The third Is the third need solved by branding Since the industrial revolution is identification Because when the industrial revolution happened, everyone started producing goods And say they made jars glass jars But they were all the same So people needed producers needed to identify their products from the rest Of the people so the first thing was again branding was burning their names and their logos in the crates that products were shipped in And that led to packaging So these are some of the first packaging product packaging Which by the way in some cases look better than the current ones, but we're not going to get into that as well Um, so We're fast-forwarding to a moment a legal moment that actually kind of kind of Was a very important in branding history Because the trademarks registration act of 1875 Established legal rights to a trademark And also established that a trademark And thus a brand was a property and could be sold it became a product in itself Or a company asset So okay, so we all are making our jars and we are all You know distinguishing our jars from their jars But then I need to convince people That my jars are actually really better and they should buy my jars and not their jars And that's when advertising comes up And these Gentlemen, mr. J. Wilter Thompson was one of the first Advertising man with a vision And he was also the first creative age the first advertising agency with a creative department That would design content for his clients And he he also wrote two books that were guides for Companies and producers In which he kind of explained How good could advertising be for them and you need to Make an exercise because we live drenched in advertising But imagine yourself being At a time where there was no advertising And someone was coming up to you and say, well, you know, you really should advertise your product And people are like, why? Because you know, if you advertise the people are gonna buy it. I don't know, you know convince me So he wrote these two books He wasn't a great copywriter because they're called the red and blue books of advertising Which is not really catchy but So advertising Obviously advertising relies on media if I don't have Media to the you know to Distribute my message. There is no advertising And so advertising goes hand in hand with Technological development. So between the 20s and the 40s advertising was on print and radio And in the 40s Oh someone invented television and It was a game changer a big game changer not in the 40s in the 50s, but Um, you know, we know about this guy. We we all know about What what was going on in the 60s with advertising because we've watched madman at least most of us But by The 50s and 60s Every household had a television And the message went from usp, which is a unique selling proposition That's like You really need toothpaste because you should really brush your teeth To An emotional selling proposition that is like, well, you know, if you brush your teeth with my toothpaste You'll have a wider smile better breath Um, you know, you get laid more often. I don't know, you know, you have emotional reasons not So you first establish that you got to watch it, you know brush your teeth But once everyone's brushing your teeth their teeth Then they You know You need how I need to convince you to buy my Toothpaste Because of emotional reasons because the practical reason is sold already so in the 70s and 80s televisions were everywhere Every household had even more than one television products, you know Just companies just had big budgets and spent big budgets and just bombarded people with spots and and advertising and In the 80s and 90s brands The concept of branding started shifting from the product to the producer Uh, and that if you think about it, it's pretty obvious. Okay. Everyone knows my product Nutella But they know the product if I shift Into convincing them that yeah, the walkman is great But I am sony And I am great Then the next product I'm going to go out I'm going to start with a leverage because that we have established that I am a producer of cool products Rather than marketing each single product So then comes the internet and this really Turned everything like Not 360 not 720 what 720 in a 1080 something like that So in uh About a little over 20 years Um all these guys There is one guy in particular of a music No, oh What did I do? Oh, this this is it this guy. We know this guy, right? this one here This changed totally okay, so Because the communication changed actually these two guys really changed things. Well, he changed thing for all of us here This guy changed things for Our social relations this guy changed for how we do business We sell things and this guy here Really changed things because it took What was happening in on our desktop at home and put it in a pocket And that's actually a huge change something that we're also conveniently used to But it's really really recent. How many of you struggled when they you arrived here? How many of you that are not Serbian You know and had no internet Yeah, like i'm not going out because if I get lost I'm gonna be able to geolocalize myself and you know and I and I can't really ask anybody because I don't speak the language And we're used to it. This is what? 10 years ago so so this For branding had has had two huge implications The first one is that there's nowhere to hide Okay, we all know about Reading in the news. I don't know people being dragged out of airplanes in the united states With other people filming and going to twitter saying I don't think you know Mr. United Airlines, you really shouldn't be dragging people off the planes You know like if you screw up it's like okay five minutes later you get a twitter Hey big fail Brand whatever, you know This is not working. This is not this is not how you do things, right? This was unconceivable to 10 years ago I mean you could write a letter You could do like megan marco and get really annoyed and write a letter like to You know the first lady and the president of unilever and they would read it but It wasn't like daily The second thing is that we are all brands now and that's mostly due to social media Which means that We can all become influencers and very famous people and have lots of people coming at your workshops that you didn't expect to come but we can also get hassled and bullied and attacked That's not my case. So please don't do that You know online, so we're all exposed We're all naked and we all need to be aware of this and manage this You know before like paparazzi's were like a vip person problem like i'm nobody No one's gonna be lurking outside of my house taking pictures of me Now we all potentially Could be but On a less dramatic From a less dramatic angle The fact that we are all brands now Means that we all have to a be aware of it be manage it see use it A lot of us are professionals are this, you know freelancers or do things Or entrepreneurs That we all do things that Needs this And I guess that's why you're here if I come to think about so branding ownership Origin and quality identification differentiation Company asset status symbol reputation Today Your brand is your kept promise to your customer That's true if you are Nutella That's true if you are Apple that's true if you are Rafael lesidori telling you hey come to my workshop. I'm gonna You know try and teach you something if I don't do that Yes, you will have the slides. Yeah So So Keeping your promise also because if you don't Remember united air you should have that in your mind, you know the guy being dragged and people feel me and going No, no, no, no. Okay. So so they catch you. You know, you're lying if someone goes to twitter and say, you know Rafael is there is lying we went to her workshop and it's And she talked about everything, but what she had promised to talk about that's gonna be really bad for me So don't do it. Don't do it. I shouldn't give you ideas, but anyway And I think Jeff Bezos put it really well Your brand is what other people say about you when you're not in the room. So Cool What do we do about this? You know, I was like, okay established that we need to do now. You're all very anxious You know last time I gave these talk two people left going. Oh my god. I have to go home and like look at my website Because there's a whole bunch of things that are wrong. It's okay. It's okay um rule number one know yourself And know yourself means know your product If it's you if you're a freelancer and you have to market yourself and you have to build your personal brand Then you have to know yourself not meaning Who am I like after a trip, but What do I do? You know, what do I do? What do I offer? What is the value I provide? You know, why should people buy me? And that's true if you're a product if you're a person, you know, why should people give me money for something? Know your customer. So once you know what you're selling or what you're offering or what value you're providing You have to figure out who that value Is valuable for and you have to figure out where these interactions are happening So i'm a freelance designer Uh, I design websites for um small businesses Okay, I got that down right and who's my client? Well small businesses but then This is true for a lot of web designer designing websites for small businesses. So what's my market? If I live in belgrade Well first That's my that's my primary market, right? I'm going to try and sell my trade locally to the people that Speak my language Have my culture that I can help better Rather than thinking oh, I'm going to move to Barcelona and do it in catalan and You know and be very lonely in a corner because No one knows you The others are your competitors And your competitors are not necessarily evil And you're like you don't have to know them so you can wait for them at night and eliminate them You have to know them because there could be value In that There could be value first of all because you have to know if you're all saying hey, I make very good websites for belgrade and Serbia And I make them With a very good, you know price quality related, you know ratio There's a few of you That can say that so If you know what your others Are selling and what your others are doing, maybe you can find A little different angle Or maybe you can even find that hey, how about We get together and do this Because maybe i'm really really good at one aspect, you know, maybe i'm a really good I'm better at designing And maybe you're better at developing And instead of like fighting each other, maybe we can kind of like get a synergy going So the others are not always evil. Yeah, sometimes they are so, you know, you have to kind of like Know them and then decide Okay This is actually life lesson, okay If you if you do mindfulness or or or you know oriental studies you get to a point where it's like Oh my god, that's so true If you don't know where you're going you ain't gonna get there I mean, you're not you think you're going but you're like sort of like Wandering out, you know around life like So focus Is really fundamental to get there faster without focus you get there maybe but certainly Not as speedily as you could Remember united airlines that put the person getting dragged and blah blah blah and people tweeting there. Okay We are thankfully evolving into A society with a little more little but to start attention to value And and I mean moral value ethical values And we gotta have them. I mean we can't just be like, you know, the biggest bass bastard in town Because there's twitter someone's gonna go and say, you know, hey And also because we shouldn't you know, we should be human beings before everything else obvious but You have to have a plan Just like you have to have a vision Just like, you know, you have to have like focus like what do I want to achieve? You gotta have a plan um metaphor You decide I've always wanted to do that never got around to do it because life um, I've always wanted to like get in the car with just some clothes and money and my phone and internet connection And drive You know, just drive. I don't know where I'm going. I'll be back in a week I'm just gonna start driving and then You know And that's like it's it's on my bucket list of the things that I want to do And it's like a week certainly full of experiences and fun But with no plans of getting anywhere If I want to go to Belgrade I need To make a plan Okay, I need to figure out how can I go to Belgrade? I need an airplane because from Milan walking is not And at first I actually said, well, I'm gonna drive to Belgrade This sounds cool. I'm gonna do one of those, you know, almost, you know cool trips on my bucket list and then I was like Let's have a strategy here I'm going to take my car and drive for like 12 hours in a country. I don't know And I didn't even consider that I would not have internet So, you know in retrospect, you know And and after evaluating my strategy, I said It's a really bad idea. I'm gonna take a plane It's cheaper faster and gets me there so So your brand is not it's not gonna come out of I mean it could come like my The trip on my bucket list, but if you have a plan it works better Really It's hard. This is one of the hardest things. You'll see it because that's what you're gonna do after the break um Your brand is A virtual persona It has to have a personality And it has to be appropriate I mean you could be Tattooed all over Like bank lawyer, you you could be you can be there are I mean I've done research But it's you're not gonna be what people expect And if you show up with like the biggest bank in your nation And you know you have a client because you might be getting them as a client And you arrive looking like a hails angels You're not gonna get at the client. You're not they're gonna look and they say excuse me. Who are you? We're waiting for you know Mr. So-and-so Because you have to work with people's Expectations and bias So how do you convey your brand's personality? First thing is graphic design. This is one we think logo until now We just know that we need a logo, but we need to do all that stuff before So that when we get here We have all the elements that we need to make a logo red or blue square or round or with little flowers or like You know awesome or looking like the acdc, you know logo, whatever, but we have gotten there by going through steps One through eight. I think or one through seven. I forgot Now once I have My logo and my colors The key is consistency If I have a different logo every year People are gonna think I'm someone new every year every year And it's good if I want them to think I'm someone new every year But if I want to build credibility People have to be able to recognize me. So consistency is one of the key things to build your brand The second thing is and that's why I need to know my target Is the tone of voice and the type of language If I am building Skateboards For skateboarding teenagers I'm going to have A look a tone of voice I'm going to speak to them in a way That it's very different that if I'm branding earring aids For senior citizens Okay So and that's why I need to know who I am And who I'm talking to Because that is going to have a huge impact on What I say and how I say it And again coherence, you know, if like one day I'm all friendly the next day I'm like super serious, you know, people are gonna think Either that I am a psychopath or that I'm two different people Two different companies It's they may not Realize it, but they get a cognitive dissonance things don't Make sense at an instinctive level When people at an instinctive level Get a bad feeling they will go away. You lose points because people are like, I don't know But when I don't know I'll just move over The third thing is how I Talk to my clients how I relate If I'm a freelancer And every time my client has a problem. I'm too busy or on vacation Or yeah, I'll call you in five minutes and I call them three days later They ain't gonna like it You know, you're gonna lose that client If if How many of you That's a stupid question. How many you you have a WordPress website on and have plugins On them and use them all of you, right? so How are your feelings Toward a plugin or a theme When you have an issue And you contact support And you get Uh, yeah, go to the forum and ask your question there or someone maybe is gonna answer you Or you get someone saying, hey, I'm gonna look into this and get back to you With an answer and they actually do I mean you love the second ones And you're kind of like you kind of hate the first ones and if you can you dump them And if you can't because they're only they're the only one providing the service you kind of stay there like Wait until I can dump you Okay So service, you know, how you treat people it matters Then Okay, so you've done all your work. You've done it your strategy. It's so clear you've made this You know, you ask your friend designer to help you make this really cool logo and really cool, you know Visual interface And then you have to communicate Because no one knows you exist. Let me accept your friends and family So you gotta let them know now Here why is the key competence? Because communicating Is not as easy as it sounds So you either get competent by Studying, you know by by Getting informed and reading and coming to workshops where you learned all this stuff Or you get someone to help you and maybe you pay them something How do you communicate in the 21st century? There's three types of communication And they generally get this, you know divided in paid owned and earned Paid media is what you pay for that's advertising any form traditional digital Owned media is the media you own. That's your website That's your facebook page your Twitter accounts But also the email you sent your customers. So everything that you control And the third is earned media And that's what you get from other people And what you get from other people is good stuff if you're done good stuff And like fail twitter tweets If you do bad We'll get back to that Uh I know this is obvious It's like Oh, but I don't have money. I know, you know, I don't have money None of us do You know, and if we do you we do other things with money like buy stupid things we don't need But this is not spending This is investing This is something that is you So you want to do everything that it's necessary to have The best possible results with what you have This is this is a design principle actually, you know, you work hard. You stay at it. You check often You stay consistent if something is not working you look at it you change it You, you know fine-tune it Being mindful doesn't mean being a nice person means being aware of what's going on You know Something bad happens and you come up with a like this literally stupid Inopportune tweet No, okay, so you all of us live in a context And we cannot remove ourselves with that from that context. We need to be aware of what's going on around us That's also where we get a lot of information And value from by listening by being mindful Now if your brand is a personal brand Steps one through seven are the same Rules nine ten eleven are the same Uh You are Your personal brand So if you are The Tattooed all over lawyer Don't hide it. I mean hide it as much as you need to You know like wear a suit when you're going to yeah, don't get tattooed on your face. I mean, you know, that's that's hard you know, but you can go to your Big meeting with the bank client you want to take home kind of like covering up and trying to look Not as menacing, okay But be yourself, okay, we know these guys, right everyone knows who these guys are Yes, no Elon Musk and gary viner check They have their style You know, that's it. That's that's me. You don't like me. Don't follow me. Don't come listen to me. Don't buy my tesla Don't come work for me um You know, it's it's okay. It's okay to be who we are any any one of us You know, there's value in any of us. We don't need to conform in fact our value As personal brands is the fact that we are we We don't have to be liked by everybody. We have to be liked by the people that will Be in tune with us We you know and and that's the people that are going to work with us So who cares if someone that has nothing to do with me and that I would never want to work with doesn't like me I don't like you either So, you know, you have to curb Yourself, you know, because you because it's it's public, but it's you You are a value so Value yourself So see you just cover up So quickly I'm doing okay First it tools communication So offline paid media Okay, remember we talked about paid media. That's the stuff that you dish out money for The the way you can get paid media offline is advertising like on television, but I don't think none of us have the budget But maybe on trade magazines Maybe on local magazines If say we our activity is a brick and mortar activity I can you know, maybe take out a page On like a tourist guide magazine for tourists so they can come to my Artisan shop in belgrade I can sponsor and that you see a lot here Okay, that's that's a very good way to make your brand Raise your brand awareness And you know, like how many pizza places and flyers You do you have at home, you know, that's that's print direct marketing the stuff you get in your mailbox online paid media Display or banner advertising Search advertising that's Adwords to for example Social media advertising that's paid You know paid tweets or sponsored tweets or paid facebook advertising um digital direct marketing email Marketing and influencers marketing Because some of the people that got really famous online They can actually get paid to tweet about your product um offline on the media If you have a brick and mortar activity your store And your windows display and what you do, you know the sign That you put on your store the the information you share with in your store your visual merchandising The brochures the flyers The the printed institutional material you give your client where you live with your client the folder the offers The the the slides that you go and you know do your pitch with And promotional material swag Your online owned media is your website Your blog if you have one And your official social media pages and or accounts Let's discuss this You got to have a website In in 2018 you have to have a website People are going to look they're going to look for you online I mean unless you sell like bread and you only want to sell it to your neighbors But still You got to have it as nice curated and coherent With your you as a brand as possible Okay, if i'm a designer or a web agency And I tell you how Cool and detailed oriented and professional I am and you get on my website And my website looks like from 99 Got typos in it And had like the like Crappiest, you know usability You're gonna come you're not gonna hire me to make your website And if you are it's probably because i'm asking you 100 euros for it, but it's Yeah, it's it's a bad movie Okay Very often today it used to be the business cards the first thing that people saw of you Today most likely the first thing they see about you is your website And either they're gonna say wow or they say what? You don't want to say what? That's not good A digital present That's your brand need an app If so Make sure that it works Make sure that it's nice Make sure that it's something that people will want to download and keep on their phone If not don't We're not at a stage where I gotta have an app by all means You are a blog you produce content Make sure you provide value How many of you read Every day how many of you read things that Don't Give a damn. I'm sorry. I have to like Curb myself because I don't generally talk like this. I talk like a truck driver and some I have to think So how many of you read things that you like you read the first one? You're like, I don't know. I don't gear crap about this None that you do Yeah, you first one and then you're like, I got better things to do I mean unless it's something your client is sending you and you have to read it Or it's your homework and you have to read it or it's the homework you gave your students to do And you have to read it and you're like, why do I give them homework? They're so bad. I do that every year. I like, you know, I'm trying to get like to a no homework stage because I It's painful reading them seo Uh, you gotta know what seo is seo is your friend use it None of us is gonna show up first on Google ever unless they google our name In which case if we don't come up first, we have a big problem But in all the other cases we don't want them to We don't want to come up first in google for whatever but if I make very cool websites in belgrade with, you know, that are Very well done and reasonably priced and someone says, you know, web agency in belgrade It'd be nice if I show up, you know On first page or second maybe otherwise. I ain't gonna get any clients seo works seo helps Um, and you gotta be coherent again, you know I make a really cool web design. I come to your website design and it's horrible And like sloppy with typos in it. Yeah, the die Social media presence that's another Uh, very important tool for building a brand um You should be on social media Meaning you should have a presence on social media You think facebook is a place where people Just waste their time then don't go to facebook and waste your time but Be on facebook Okay, so having an account on facebook and staying two hours watching what your friends are doing There are two different concepts Okay, you can have a profile because you need a profile to make a page That you communicate If you want to take your phone on the in the you know toilet with you and see what they're doing That's a different story and that's your choice Want to waste hours doing that you want to get into flames discussing like The least important things in the world with people you don't know you can do that But it's your fault not social media. Okay, there are two different things um How many of you are not on linkedin? Okay, you should be you should be because When someone is looking for you To hire you they're going to come And look for you on linkedin. You're not on linkedin You kind of don't exist And you do exist, but you kind of don't exist And you should be there Um, and you should be there Well So you should be here you should be there not with a picture from like last night's party where you're like total idea You know, let's do selfies drunk. Okay, you don't put that as your profile picture um You don't like really expose your your like ultras soccer You know passions on linkedin, you know or your very racist bigot thoughts Okay, you don't want to do that because you're this is professional. Okay, so you want people That may want to hire you To come there and have all the important information the work you do the school you've done your projects Okay More and more people are going to go there before they even look at your cv So use it. It's free So facebook linkedin twitter Instagram Pinterest You here we're You know, these are social networks that you May or may not want to be on It depends who's your audience You know who you're trying to reach So these three you should be there at least have an account These others It depends are you making um Is your target like young millennials? Then get yourself, you know an instagram account and put like pictures of things that are going to Be interesting for your audience even if you despise them um and then There are trades And ecosystem things for example WordPress So if you are in the WordPress community, you should have a WordPress dot org account And you might seriously consider Being on the international slack and your local slack or all the slack channels that you could be interested in Because that's where people like you are interacting earned media offline mentions in trade press It's pretty obvious right ratings reviews you know if you're in the travel hotel industry, you know your reviews on trip advisors They they matter People read them and they're like, yeah, no one wants to go there. Let's not go there And word of mouth referrals so you want to try to have this and have it good and If you're managing the communication for a restaurant or hotel and People give bad reviews Two things you don't do with bad reviews first thing you don't get online and say you are an idiot Even if they were You know, you don't because the people are gonna read the review and give it So so wait And then they're gonna read the way you answer to that review and they're gonna judge you on that Okay, so if you go if you go online, it's like you're an idiot you and your friends. You should all die really bad No, no points Right So those are to be managed you find a nice way to deal with it. It's customer service word of mouth referrals Online online you get mentioned in trade blogs You get referred, you know word of mouth online word of mouth, you know, I think it Might have happened to all of you like oh, I'm going to London next week. Can you suggest a really good restaurants that I can go to? Okay, that's online referral mentions in social media Get in the practice. This is actually it's really nice if you get into this sort of a loop where you support Your, you know, your your followers and and you interact with them Uh, and again, you have your ratings and reviews And that's the point I just made. Okay online media needs to be monitored Because it can go sour really fast Actions physical presence so You're all here. So you kind of know that already but go to trade shows and conferences That are related to your business Go to local meetups or events Or where people You know get together Go if you if you're a small web agency go to the A commercial association, you know, like there's every city has like, you know an association of merchants or Shops or whatever Go to them. Yeah. Do you guys need a website? You know Volunteering or mentoring or offering workshops on what you know how to do For free to people so that they Understand better what you do. These are all ways to get yourself known And build your brand um, you can interact online And you can be a mentor or ask to be mentored online And you can produce content But please make it good Remember that question how many of you read the first two lines and you know, like if you gotta read If you gotta write something crappy don't no one's gonna read it really like not even your mom It's just oh, oh, yeah, I read it. It's beautiful um If you know how to do something write tutorials Maybe if you if you speak a language that it's not very Well-spoken, you know, that's not very popular write them in your language There's plenty of tutorials written in English, but maybe there aren't that many written in Serbian And and serpents are going to be really happy if they can Follow a tutorial that they can understand a hundred percent and not 70 percent um Shareable valuable content. Okay, mem is we share that right cat things Um, it's that's not very valuable. That's just fun. But if it's shareable and valuable it gets shared a lot more This is easy It's do all the things that I just told you to do Basically You know have a strategy work at it stay consistent Be present be aware um Monitor what's going on and there There You know speak up um Ask to speak at me, you know at meetups um Don't be afraid to expose yourself You know sometimes we're like, yeah, but I don't want to seem arrogant. You want to be arrogant arrogant in in a nice not in an arrogant way, but you know You can't build your brand by being shy in a corner. It's it's a contradiction, you know You you can't build a brand and be transparent There's no one's going to see you So this is what a brand is a brand is an organic living breathing being it's a baby Okay You you make this baby and then you gotta care for this baby Do you remember the tamagotchi? thing Okay, they die They die if you I also your cats and dogs and children die if you don't feed them and care for them But that's kind of like they come to you and say, you know I used to have fish. I had just one like a fish tank and then They would die all the time because I would forget The it's horrible, but you know, it's me remember be be true So I only have cats and dogs because if I forget about them they kind of come like, uh food You know like hello, you know or like, uh You know, they'll poo outside their litter and it's like clean it so You gotta love it. It's it's you know, you have to think of it that it's not an optional. It's it's you It's you in the year 2020 Okay, it's you can't hide anymore And we all do Okay, we we'll all occasionally step on a poo Send out the wrong twitter hell send out the wrong What's up message? Like a couple of months ago and I it's a friend, but I swear to you it's not my story because I've learned that lesson before So this friend client of mine Writes me and he calls me at like 11 o'clock at night and she said oh my god. I just sent Uh, what's up message that I meant to send to you And it wasn't a nice. What's up message To the person I was bad mouthing and it had their name in it And so I was like well lesson number one. You don't do that You don't do that remember values. You know just be nice, but you know and then she was like I don't know how I did that. Okay, so Yeah, the attention has to be kept up and when you step on a poo Okay, so I did something stupid it happens She didn't do this. She couldn't she just lied She's like, I don't know. I just got that and I thought I should share it with you Because it was it was not like she could not have said I didn't really mean the horrible things I wrote about you in that message So she had to come up with an excuse but in general You know you screw up. We all screw up And if someone judges they're not going to judge you because you screwed up It's like the it's like how you answer to reviews People are not going to judge you on the fact that you made a mistake They're going to judge you on how you deal with your mess up And learn it. Yeah, don't do it again. You know that's yeah So we'll take a break and then we'll put it in practice Thank you. I am Indira