Brand Strategy Step 2: What You Need To Know Before You Start

What are biases that you need to know before doing strategy? Should you care about the Slack or Zara logos look like? What are some books that you should read? How do you engage in deeper levels of conversation?

This video is from one of our Pro Calls where Chris explains to Dimitris Lazarou, Design Director at Symbolon Branding, what you should learn before you decide to do brand strategy in order to ask better questions and pull out the right answers you need. Chris also shares the books he recommends reading and biases to become aware of.

Follow him here:
@symbolonbranding

Essential Reading for Creative Professionals: Vol. 1

Types Of Cognitive Biases You Need To Be Aware Of As A Researcher

Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:

2:03 - Recommended reading
2:20 - What you should familiarize yourself with before doing strategy
4:51 - The different types of biases

===
🚀 Futur Accelerator
The step-by-step blueprint and coaching program designed to get your creative business off the ground:

🥇 Futur Pro
The professional creative community designed to grow your personal brand, your business, and your network:

✍️ Other Courses, Templates, and Tools:

🎙 The Futur Podcast:

Recommended books, tools, music, resources, typefaces & more:

Music by Epidemic Sound:

Shorts Playlist:

We love getting your letters. Send them here:
The Futur c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404

*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
—
Host: Chris Do
Content Director: Matthew Encina
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster, Ricky Lucas, Jona Garcia
Social Team: Elle Money, Alex Burlui
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic

[EstieChoi]

Wow this reminds me that what we choose to read & listen to really does influence our way of thinking a lot.

[CelineAdobea]

I've heard so many people talk about specialized knowledge, that you have to have some form of specialized knowledge before you can bring something of value. It was really nice to hear you talk about a facilitator and having broad knowledge. It's a great reminder for me to start from where I am and who I am, and grow from here. Rather than thinking I have change and to become someone else to be of value. Thank you 💙

[shenalmendis]

"Marketing is everything. If people don't know who you are, they don't know your story, they don't attach to it you're gonna have a heck of a time trying to get any real work "

Its really beautiful when what Cris says actually aligns with what he does in the video showing us what's it like to be in the pro group. Marketing it while giving us some VALUE AND INSPIRATION. Truly beautiful. Love your content

[hharshagrawal]

One Punch Man of Creatives Association

That was amazing..

[youlikeanh]

We are in the business of client servicing and knowing how to diagnose and solve a person's problem. If you're not able to communicate and agree with clients on what kinda help they need, you need to listen to more Futur

[gdking]

Thank you so much Chris!
This is the only channel for which i have turned on my notifications!
Well deserved!

[yongcage]

Thanks for clarifying the definition of Marketing again.
Thru the research of branding and marketing due to the needs of recent job, found the deeper and more meaningful layer lies behind "terminologies", such as marketing, and branding, or graphic design, etc.
How good it is, that we improve and own the capability of using our talents, to let people know more about the brands or products that are truly valuable to them. :)

[michellesun-forbesunder]

The Compound Effect is a powerful book for anyone starting their own business, or anyone who wants to live a fulfilling life.

[FaiyazFizz]

the more i watch, the more my mind expands every video.

[MsSquarebanana]

So good. I worry about not knowing enough, so the "research" becomes my shiny object - so making sure to implement keeps me in check. Talks like these are good way to get back in check too.

[Design.Theory]

I think it's important to note that you can still learn a lot from looking at the Zara logo...things that go way beyond kerning and basic design principles. You can start to understand how they put strategy into practice, which is really important. Sure, it's probably not the best idea to go over this minutiae with clients, but that doesn't make it any less important if you're a designer.

[victoriaodunusi]

Marketing is about giving values to every products purchased by your clients. It is not enough if you don't guarantee the benefits of your products. Your logo and advertisement will be useless. Thanks for this uniqueness information.

[erroltiozon]

Everything is marketing! Mic drop! Completely agree to this. It’s all about getting known that way you won’t become the best kept secret.

[mostlymichaela]

This is so valuable, even if you're not a graphic designer. I'm a photographer and I've TRIPLED my prices since I started by watching this channel.

I tell all of my creative friends to watch The Futur, but none have so far. You guys are my best unintentionally kept secret.

[princesymenouh]

The animated logo at the beginning is 👌🏽

[nicoleschlueter]

AMEN Chris Do! It's been like this for decades. Design is expected to come with the marketing package. Don't offer just one piece of the big pie, then you lose your seat at the big table.

[HeartInChristwithCristy]

Rewatching because i lost the fire💕

These videos has fueled my freelancing grit a year ago.

[sheryllawrence]

So informative! Thanks for creating this valuable content! Transitioning my career into UX and this video speaks so much volume on gaining clarity from your client's goals.

[germainestephanieamassayen]

Thanks for this valuable content... It really helps 🙂

[ravihooda]

If you disliked this video, meet me at the highest point in Grand canyon, we shall have a sword battle at sunset. Only one of us can live.