 This is my first visit, but it's so nerve-racking that I can't wait to come back. And this is where the Spanish ends. So, let me start with you. You heard about me a little bit. Let me have an idea. How many of you here are developers? Not me. Okay, how many designers? Oh, cool. And how many marketers? Cool. Well, hello, friends. Because you do know you're all friends today. We are all friends today. I've been introduced already. This is what I do. It sounds like a lot, but I actually really do all that stuff. And this is the pretty representations of me that I use. And you will understand what I mean by that in a little while. So we're going to talk about three things today. The first thing is going to be what a brand is and what is not. Because there's a lot of misconception about that. Second, I'm going to briefly show you how the concept of branding is born and has evolved. And then I'm going to give you my recipe to create and build your brand. So let's start. Usually, when people see this slide, they kind of go like this. And what I mean with this slide is that how many of you use the term brand and logo as synonyms? Thank you. The courageous only again. Because I know you all do. We all do. But it's wrong. A brand is not a logo. And a logo is not a brand. Let me show you. What is this? Nike brand. This is Nike, right? This is Nike. This is the attitude, the style. This is their mission. This is their state of mission on their website. So you see, this is Nike's logo. But this is Nike's brand. Okay. Let me give you another example. And those of you who recognize this, don't say it out loud. Who knows what this is? Okay. So this is a logo, by all means. But this is the word. Okay. This is the logo of the New Zealand all brand with all blacks. We've had our brand. But this is the old one. The old one. The haka. The way they play it today. The way they make you feel. Not if you need them at night. But they give you another thing. So the point is that the logo is the representation of a set of intangible values. That set a company for a product apart from the rest. So the brand is that set of intangible values. To borrow from Anne Hanley and Zee Price, the brand is the emotional aftertaste that comes after an experience with a product, or service, or company, or person, or entity. Think of my computer slowly going down on the floor. No, don't think about that. So the logo has a two-dimensional item that represents a multi-dimensional experience, the brand. So if you look at any of these, I'm sure you recognize some of these companies or products, and you would get feelings. They could be good feelings, or bad feelings, but you get feelings. So the logo is what represents those feelings, but it's not those feelings. So how did we get here? Rending has evolved, and we will see in what a huge way. So the first practice of branding can be traced back to 50,000 years ago, and it was used for ownership. The purpose was to establish what belonged to whom. And we have a cruise in the cake painting. These are from the Lescaux Caves that date about 50,000 years ago. There's pictures of Mark Cowell. You see there? And there's more. I just didn't know all the pictures were there. All properties considered precious were marked, were branded with the owner's mark. By 2000 BC, owners switched to a more permanent network, and that is Burma. Egyptian funeral documents and monuments depict branded cattle, cattle being branded. And this is the tools that they're used. And in fact, the word branding comes from the old Norse brand, which means to burn. The second purpose that branding solved was to establish a product's origin. Along with transferring information as to whom or where a good was produced. Kind of like a label today would do. In fact, this was spread worldwide. And writings were found with from China, India, Greece, Rome, Mesopotamia. Some of the earliest known marked pottery, this is from China, dates back more than 5,000 years. And archaeologists have identified over a thousand unique potters marks that were used during the first three centuries in the Roman Empire. This means that in the three centuries in the Roman Empire, there were a thousand different brands, shops of potters, and they all signed their work. And we could assume, you know, people would be like, oh, you know, I got this from Antitus, which is a lot cooler than modernists. Or maybe not really, we only do this today. Moving, Middle Ages, guilds began to want to distinguish their product. So paper makers and printing houses used watermarks. And stone mazes and quarries developed an elaborate system of marks. There's a whole story about this, which is really, really fascinating to identify their work. In the Renaissance, artists like Michelangelo started actually signing their names before they only used little symbols. To sign their work. And this is a detail of their part of the piazza. This introduced a new type of brand, authorship, and the notion of brand as reputation. That's over to the 1800s. The industrial revolution implied mass production. But all goods were created equal, like people. So products needed to be distinguished, you know, from one factory to the other. So companies started running first the containers, their goods were shipped in. And then they started running the singular package. And this is, you know, the beginning of packaging design. And in some ways, you also wonder how come some of our packaging today is so ugly compared to, you know, 150 years ago. But that's, again, another talk, some other time. So obviously companies put in a lot of effort and money in this practice. So they start saying, hey, lawmakers, we need to defend all the work that we put into branding our products. And in 1875, the Trademarks Registration Act provided that protection. It also meant that a brand now became an asset for the company. And a brand could be owned, could be sold, and have economic value. Now, with so many brands that are entering the market and so many products that were alive, companies needed to further differentiate and also try to outsell the other ones that were just like them. Here comes advertising. So advertising was a very little non-practice until a gentleman by the name of James Walter Thompson realized that there was something extremely valuable in this trade. And he was very parceled. The agency was the first one to establish a creative department to produce content for its clients. But he went further than that. He wrote two books, the Thompson, Red and Blue books of advertising. It wasn't really a great copywriter, but they were guides to advertising opportunities in all markets. And these opened up a whole world. As you can imagine, advertising requires media that is widely spread. So the first mediums of advertising were TV, I'm sorry, were print and radio. So that's where the first budgets went. And then television was a huge game changer. In 1941, Boulevard Fox released the first ever TV commercial. By 1952, so 10 years later, ad revenue surpassed magazine and radio combined. And this ushered in what is known as the Golden Age of Advertising, which is also known as the Man of America. In the 50s and the 60s, advertising evolved. You know, it actually was now about 30, 40-year-old and had the time to evolve. And it went from the unique selling proposition, meaning, hey, I exist, buying you. You really need me, buying you, to emotional selling proposition. Because companies realized that just putting a logo or product and saying it exists wasn't sufficient anymore. So the communication had to be emotional in an effort to give the product's personality. In the 70s, television sets were common. They were everywhere, every household at least one. Consumers became very brand conscious, and by the 80s, brand had become status signals. And the formula was very clear. Good commercial, massive spending, and visit, your brand became really popular and really fast. In the 80s and 90s, companies began to understand that they had to cultivate their company brand, not so much so than their product's brand. And they started focusing on corporate identity and advertising the company as a source, establishing as a good source for their products. But it is between the 90s and the 2010s that things once again totally changed. The digital revolution made it so that by the end of the 1990s, internet was widely available, at least in western countries. And in over two decades, our entire way of communicating and interacting with each other and with the brand has completely changed. In terms of branding, this has had two major implications. The first one is that there's nowhere to hide. Information is out there. People are watching, people are recording. And so, long years are bigger, and companies need to be very careful. They need to stay alert, and they need to avoid scandals, because scandals equal loss of equity. Remember that value that the act gave to brands? So do you remember about a year ago of a Japanese passenger being dragged off an airplane, a United Airlines airplane? Whenever something like that happens, the first thing that happens is the company stopped plummets. So whenever companies screw up, they get hit financially right away. So they have to be careful. The second implication is that with internet, blogs, and social media, we are all brands now. And we can all access potential instantiation, instantaneous line of life, and become who the name is, but we can also get trollied and abused online. So we need to learn to stay in this environment. Nonetheless, we can all become very popular potentially, and we can become influencers, which is what kids want to do now. When I was young, kids wanted to either be soccer players or models, or wanted to be models. Now these are like, that's work. I just didn't want to hang out and do videos and have people watch my videos and get rich from it. So here's some kids who did very well. You all know Chiara Fagani? You've heard of her? Yes? No? Show of hands? Okay, one. Yeah. I really know two. Well, Chiara Fagani in 2016 had a net worth of $12 million. She started fashion blogging in Italy. When she started, meant that she would get dressed up and take pictures of herself and publish them, and someone cared. Not me, but other people cared. Anyway, she's doing a lot better now. Now, Chiara I relate to. Grumpy Cat is someone I adore. I use Grumpy Cat with my students. I show them that. My students, the first day we have lessons, I show a picture of Grumpy Cat and Helen. If you get an email from me with a big picture of Grumpy Cat, you're in trouble. So make sure they don't see that. And the third example is like, Lucy. Lucy, who I know, who she was, has, these are data from December 2017. So it's rather recent. She has a total of 247 million people. Okay. She has 73 million followers on YouTube. She does these videos. And I guess, you know, 247 million people find them funny. I don't, but who am I? But she's 28. I guess not 29. Again, there's something wrong in how I see things, but I don't. Let's get back to the point. So, branding. From ownership to origin equality, to identification, to differentiation, to company assets, to status symbol, to reputation. Today, your brand is your kept promise to your customer. Or to put it with just basis, your brand is what other people say about you when you're not in the room. But what about us? I mean, we don't have people, you know, built million. Should we build or manage our personal business brand? The answer is yes, you should. How? Let me show you. I'm going to run. Rule number one, know yourself and your products of service. It's hard to tell other people what you do if it's not really clear to you. Know your customer. Who is not everyone is going to want you or your product. Not because they don't like you, just they don't want you. So, you need to know who needs you. Whose life you can make better and talk to them. Know your market. Know which pond you're swimming in. What else is there? Know your competition. Have a clear vision. You need to know it's like when you're taking a road trip. Even if it's only, you know, a general direction, you need to know where you go in order to get there. You have to have values and you need to stand by them. Remember United Airlines. Keep your promises. People will know if you don't. Have a plan. Again, road trip. You can't just like get up in the morning and go, I'm going to do this. You know, it's, it's strategic. You have to get your strategy together and then apply it. Not the other way around. Now, only now, at this point where you need to give your brand the appropriate personality is when you get to work on your logo. Your logo does not appear up until now. And the way you can convey your brand's personality is your graphic design and the key is consistency. The tone of voice and the key is convenience. Communication, how we are and in which way you communicate with your audience and the key is confidence because it's not that easy to. Fourth is how you treat your customers. How you talk to them, how you answer them, how you support them. The key is service. Back to the main desk, don't skip. I mean, you don't have to have a huge budget. You can't expect this to be done for free by itself. Work hard, stay consistent, chat often. Like all valuable things, it's going to take effort. Lastly, this is not mandatory, but I highly recommend it. Be aware of yourself, of your surroundings, of the people that you interact with. Be present, be mindful. And if your brand is a personal brand, steps one through seven apply to the same. Rules 9 and 11 apply to the same. Rule number eight, you are different. It should have your personality, opportunity, but it has to be true to yourself. A brand is an organic, living, breathing, being. It's alive. It needs care and nurturing to grow and prosper. You need to give it your best. You need to learn and foster it and care for it. And if you step on a move and only all do and not once, only apologize, fix it as best as you can, and mostly learn from it. Thank you. At any time if you have questions, you can hunt me down. I will do it. And here are the slides if you want me to. Okay. Well, you can ask questions in Spanish, and we'll get the translator and mind the answer. Here's a question there. Hi, thank you for your talk. I'm sorry, too long on this beginning. I'm sorry to not thank you. The question is, when you are, you have a brand of a company, you have to design their website. Yes. Which is your best gear with that? Which is the most important, most difficult thing to manage with when you are designing or you are translating the brand to the website? Well, you can place the website in point eight after you have identified your logo and your tone of voice and what your message is, because if you don't have all those information, it's hard to put, you know, you get to the website, but okay, what do I put here? So that's why I can't stress enough how important it is to have a plan, because once you are clearly identified, okay, I'm Rafaela and I'm a designer, and so as a designer, who is my target client that we design? What would they be looking for? First, certainly they're going to want to see my portfolio, then they're certainly going to want to know, you know, who I am, what's my story, and thirdly, though they're not going to look for it, they're going to feel coherence. So if I'm a designer, and I have like a really sloppy looking, ugly portfolio, you know, if I'm a copywriter and I have typos, you know, and horrible, you know, language, you know, the fewer of us out of it. So it's really important that we see our logo and our website as translated into a digital experience and that what we sell, we have to do first for ourselves, you know, because otherwise we're going to be like, ah, yeah, if you don't mind, do you know us? Next. Is that Rafaela? Thank you. You're welcome. Thank you for your speech, and also I want to thank you if those tips for our new brand are also to take in the beginning and how does it work that way? Well, whether you do a brand, a new brand or a rebranding, the process is really the same. It's really important that you start with that strategy, points one through seven. You know, what is this brand about? I'm going to use me, you know, I, but I mean me the brand, me the thing that I need to create a brand for. So what do I do? What do I do? And who do I do it for? Are the key information? If it's not clear what you do and if it's not clear who you're selling it to and who you want to talk to, it's going to be very difficult for the communication to be effective because if you're trying to, that's one thing that's usually very hard with clients because it's like, you know, who's your target? Well, everybody. Well, no. You know, everybody is known as target. I mean, not even Coca-Cola is as everybody as a target because there's people that don't drink sodas, you know, and so my target, the most accurate work is on target that needs to be done because the more I pinpoint who I'm talking to, the more I can be accurate with the style, with the tone of voice, with how I communicate. You know, if I'm selling skateboards, I'm going to have a certain look, a certain attitude, a certain style. If I'm selling ear and aids, I'm going to have a different tone of voice, a different way to, you know, a different look because my audience is, you know, teenagers or, you know, if there's 17, I speak to them in a way, if there's 17, I speak to them in a different way. And if that's not clear, then your communication gets all marked because people think, well, I would like that. And who keeps cuckooing? You know, it's not you. That's the other thing that we all have to be careful. You know, that says design results also. You know, we are not necessarily our targets. So we need to put a little buffer, a little distance between what we would like and what our audience needs to like. Does that help you? We go? Do you try with me? Okay, so we need to go, but I'm sorry, I need to be rude, but I'll be outside and I need to answer all the questions. Okay? Thank you.