 By the way, who has my badge? Please give it to me before tonight. I have yours, so it's safe But I mean it'd be nice if I go home, and it's not I don't take pictures of Yvette's Badge because no one's gonna believe me. So yeah I'm Raffaele Zidori. I do a whole bunch of stuff and before I start though I Want to or I want to thank the organizer for having me and I want to thank Yoast once again because they have been my sponsors on some of my War camps also known as the Zetatur and Yoast has a diversity fund that allows people that Couldn't otherwise get to war camps to be a war camps. So if there's any value today in my talk Please also be grateful for Yoast. Otherwise, I wouldn't be here Which maybe would be better, but I don't know that and tell me later So let's get going. I need to look at my slides. Otherwise. This is gonna be stand-up comedy for two hours So I want to get three points of gross to you today First thing what a brand is and what a brand is not The second thing is gonna be how we got to what today we call branding which It's you know, it's a long story and then I'm gonna share with you my recipe as a brand designer To create or to strengthen your own brands and Since we're having a hackathon and we're working with no profits. I've added a specific little bit Dedicated to that. So let's go So how many of you? few Are here Know what the term brands refers to or think they do Show hands show hands. Don't be shy. They see me. Not you. Well, not a lot of you. That's okay. That's good So according to the American Marketing Association Dictionary which we're gonna take as like the Bible a brand is a name term design symbol or any other future feature so the overall experience that identifies one seller's good or service as Distinct from those of other sellers of goods or services So what is often improperly pet peeve referred to as a brand? This is not a brand a Logo is not a brand How many of you you can fess up, you know, how many of you have used the term brand to refer to a logo or vice versa? Okay, okay be brave. Okay. So they're not a Brand is not a logo and a logo is not a brand And I'm gonna show you exactly what I mean. So what is this? But what who is this? Okay, let me rephrase that. That's Nike, right? That's Nike The attitude the vision the style This is Nike's declared mission to bring inspiration and innovation to every athlete in the word in the world And then there's an asterisk that says if you have a body you are an athlete So this is Nike's logo But this is Nike's brand Let me show you another example Who knows what this symbol? stands for Right. So this is a logo But this is the New Zealand's all-black's brand, right the Haka and the fact that you don't want to meet them pissed off at night also kind of So a logo is the representation It's an icon. It's a symbol of a set of intangible values That set a company or service or a person apart from somebody else and The brand is that set of intangible values The emotions the vibe The hate the like the dislike the what you feel So to borrow from Anne Handley who borrowed from Z Frank The brand is the emotional Aftertaste that comes after an experience with a product or a service or a company a person or an entity So you can think of the logo as the two-dimensional Representation of a multi-dimensional experience, which is the brand So every single one of these marks can evoke feelings Maybe bad ones in which case you might want to work on your brand But still, you know, they are an icon of something that is much more deeper and important and valuable So how did we get here? The first practice of branding can be traced back to 50,000 years ago Its purpose rather obviously was to establish what belonged to whom so cane paintings in the Lascaux Caves in the South of France, which are the oldest that we have found Suggests that early man might have marked cattle and utensils with symbols drawn in paint or tar So all properties that were considered precious were branded with the marking of the owner by 2700 BC owners switched to a more permanent method burning In fact, the term branding comes from the Norse the old Norse term brander, which means to burn and the oldest documented practice of Hot of hot iron branding is found in Egyptian funeral documents and monuments that date back to 5000 years ago so then We haven't established ownership now the next thing that branding did was to establish a product's origin Branding good a bit like labels Transfer the information as to who wear and to which with which material some goods were made And we can consider this The closest application to the term of what we mean today and the notion of brand as reputation This practice was worldwide spread There's traces in India Greece Rome Mesopotamia and China some of the earliest mark pottery Dates back more than 5,000 years. I thought it was oversized and ignore me and I love this archaeologists have identified about 1,000 unique potters marks that was that were used during the first three centuries of the Roman Empire which means that there was about a thousand shops and I can't imagine people going who you know, I just bought this from Marius Ficus, you know and I think he's so much better than Titus Potter's whatever and You know, this is 2,000 years ago, I mean this is quite cool So moving forward in the middle ages guilds began using marks to distinguish their products and property so paper makers and printing houses used watermarks like this and Stone masons and quarries developed an elaborate system to identify their work Artists had always used symbols to identify their work But in the renaissance artists like Michelangelo rather than use symbols started saying I want to put my name on it. I want to make sure that people know I made that and so he this is in the pietin in Rome and This act introduced a new type of branding which was authorship and the first notion of personal branding Fast forward to the 1800s and the industrial revolution mass production of generic goods meant that These products which were all basically the same needed to be distinguished Because they were all basically alike So the first attempt at doing that was through the crates that were used to transport which were odd hiring branded and They were soon followed by the personalization of the products container itself In the early 1900s in fact We start seeing the birth of what we today call packaging design and also of the mother concept of branding So by the late 1800s On a legal side companies had begun investing a lot in branding and started recognizing its intrinsic value So they demanded a way to protect those investments from competitors So in 1862 the merchandise marks act Made it a criminal offense to imitate another's trademark with intent to defraud or to enable another to defraud and In 1875 the trademark registration act allowed formal registration of trademarks in the UK So now a mark Was or a logo Became a valuable asset and a brand became something that you could sell own and sell and transfer So many new brands entering the market and so many parity products Companies needed to you know further differentiate and convince people that their product was better than their competitors That's where advertising comes in In the early 1900s advertising it was relatively new and underused But a man named James Wolter Thompson had a far-sighted vision His advertising agency was the first one to establish a creative department to design content for clients And he had a clear vision So to support that and to sell the concept of advertising to clients He wrote two books He was in a really great copywriter because he called them the red and blue Thompson books of advertising Which is not exactly you know But in them there were two guides dedicated to clients that explained the values of creating a brand In them he also introduced a concept of trade up trademark Advertising which is basically an early definition of what today we call branding Obviously advertising needs a medium to be carried by so It's evolution follows tightly that of the available communication technology so the first advertising budget were spent on newspapers ads and radio spots and Between the 40s and the 50s television became the game changer Let's see if this is gonna work runs on bull of a time Creative right so this was the first ever TV commercial aired. It lasted nine seconds. It was 1941 by 1952 TV ad revenue surpassed magazine and radio ad sales combined Bringing in you know the golden age of advertising which was made popular by madmen in the 50s and 60s Advertising evolves from a unique selling proposition to an emotional selling proposition In the 50s the product is the core differential So all advertising needs to communicate is that it exists and what you can use it for hi I'm a toothpaste you can you know brush your teeth and have nice teeth But with so many parity products The practice evolved to a Further way to differentiate which is an emotional selling proposition and So the messaging becomes emotional in an effort to give products a personality But also to pull the emotional strings of the consumer in the 70s and 80s We see the rise of mass media communication and the integration of all media in the budget So advertising is done through TV magazine radio and Billboards in the 70s TV sets are now common. They permeate society consumers have become very brand conscious brands have become a status symbol and By the 80s The formula for winning is clear a good campaign and massive spending on all available media an Example of an excellent advertising campaign is the Malburn men first conceived by Leo Burnett in 1954 as a way to popularize filtered cigarettes to men which at the time were considered feminine the campaign ran from 1954 to 1999 It is considered one of the most brilliant advertising campaigns of all times It transformed a mile ladies cigarette into a rough ultramasculine Accessory in a matter of months Malboro sales increased 300% in the two years after the ad debuted it in 1955 and The Malburn man did that through the simple insight that a person's cigarette could could speak to his or her Self-image. Now mind you please listen to what the to the copy No, it gets better It gets better You don't see many wild stallions anymore And even if he did run off three of your best mayors He's one of the last of a wild and very singular breed Tomorrow burrow country no innuendo none zero Okay, we can Okay, no, that's backward No, we're not listening to this again. Okay, so Between the 80s and the 90s Companies began to cultivate the company brand focusing on corporate identity vision and value So the company behind the product became the brand that they wanted people to become familiarized with Now in the 1920s and between the 1920s and the 2010 we witnessed the digital revolution By the end of the 1990s internet is widely available at least in Western countries And in little over two decades our entire way of communicated and interacting has completely changed In terms of branding this has had two major implication The first one is that we are all brands now We're all given a voice a look and feel a public persona Through internet and social media we can all become references and beacons we all have access to a potential instantaneous limelight But we are also open to unprecedented and unruly scrutiny and judgment and trolling and Bullying and less privacy which used to be only a famous people problem. I mean no paparazzi We're hanging out of my house, you know 30 years ago None are doing that now, you know, I had a stalker once but that's another talk So now we can all kind of you know, we're only a tweet away to become Influencers don't we all want to become influencers now? No, but many kids do I can understand why The second thing that has changed is that Information is out there people are watching and you simply can't hide anywhere Anyone of you remember an old gentleman being dragged off, you know a Delta airline a couple years ago How quickly that went around how poorly it did for the company? So blunders are bigger because the world is watching and recording and The news is instantaneous So brands need to stay alert and on top of things to avoid scandals Which are a loss of equity remember the value and They need to manage the reputation much more than they had to before So branding has evolved it went from establishing ownership To certify origin quality and authorship to distinguish one product from another To differentiate products that were alike through emotions To turning a brand into a company asset that has value to imply status and To represent reputation. So what's today? Today your brand is your kept promise to your customer It's an exercise in trust building and in clear communication and to put it with Jeff basis Your brand is what other people say about you when you're not in the room so This is great, right? This is big company marketing offices. What about us? You know freelancers small folks small companies startups. Should we care about our branding? Yes Absolutely because of all the stuff I said before So let me show you let me give you a little how-to and Mind you. This is a blueprint to a brand not a logo although some things apply First you have to know yourself It's hard to tell others. What would you do if it's not really clear to you? You need to know who your customer is and what value you provide for them You need to know which pond you're swimming in you need to know what your competition is doing and Also understand what what? differentiate you from them You need to have a vision Your goals your purpose where you want to go. It's like a map you need that you need to follow And you have to have values now more than ever Partially because the world watches and records and will remember and partially because it's really not nice if you don't You get to be like Mark Zuckerberg and you know, that's I mean it has the advantages, but You have to have a plan This is like an intentional road trip. So you can't hack it You need to give your brand an appropriate personality and it's only now in the process that you get to work on your logo and You can convey your brand personality through graphic design And now we talk logo and symbol and colors and the key here is consistency And then you can use messages the tone tone of voice and type of language and here you need to be coherent Communication how where in which way you communicate with your audience and the key here is competence Because it's not something that you just know you need to study and know about it The attitude that you have with and towards your customer and the key here it's service And while there's no need for big budgets, you do need to invest something Like all valuable stuff you need to work on it Adjusted if necessary and keep working Lastly and though it's not mandatory, but it's like the ethics thing It's nice if you can do this mindfully, you know If you're aware of you know who you are, but also who's around you and what surrounds you your people So be present and be mindful Now what if you are a personal brand? Steps one through seven are the same Rules nine through eleven are the same Look wise and look and feel wise. You are your brand. It should have your personality Be true to yourself Now since we'll be working with some nonprofits later on I thought it's used I thought it useful to share some tips on branding communicate to communication and marketing for no profits So first your nonprofit is a business If you look at it that way you will enhance and strengthen your ability to fulfill the mission of your organization Good Professional branding provides many opportunity It allows you it allows your nonprofit to stand out and look professional This helps create a sense of trust loyalty and engagement and The better you promote it the more you'll be able to help those in need that you work for so it's a virtuous circle So one treat it professionally and respect the value of branding marketing and communication To clearly define your values They are your core and they are the reasons people will support you be volunteering or donating Identify your stakeholders and your target so you can properly talk to them Tell your story be authentic and engaging But be honest stay consistent Build and enforce brand guidelines make sure that every time your logo goes out somewhere. It's done properly Make sure that if someone talks about you it has the same tone of voice and so on Exploit all opportunities you have to communicate be everywhere your audience is a Non-profit does not mean non-income so it's a business just one with a better ethos So if this works a brand is an organic living and breathing being One that needs care and nurturing So that he can grow and prosper and in a healthy way Give it your best Love it force there it care for it. It's a valuable investment And when you step on a poo because it's inevitable Own it apologize Fix it if you can and learn from it. Thank you lies will be online at some point soon