The Problem of Branding—Differentiate or Die

What is branding? What is the art of differentiation? How can you apply what branding expert David Brier has learned to the design work that you do? Is it enough to just meet your client's expectations? Hear from author David Brier as he shares insights on creating and telling stories that impact people.

Award-winning veteran (recipient of over 330 international industry recognitions) in branding, rebrands, design and brand strategy, David has designed and transformed global brands, regional and local brands, and brands for startups and even cities.

📙 Brand Intervention Book (please review)

📌Rising Above The Noise
@DavidBrier (Twitter/IG)

YouTube channel:

53:20 dichotomies and expectations
56:20 I’m a solopreneur or branding shop of 1 to 5 people. What can I do? For the client, list what’s expected of us. Then list what will amplify us.

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[thefutur]

Hi guys. First off, during the livestream, I goofed and sent a link to the e-book instead of the poster. As soon as I found out, I had to delete the file. It's David Brier's intellectual property. I was sent the book so I can read it ahead of the call. It was a mistake and I take full responsibility for it.

I would like to ask you (our fans) who were on the stream to delete a copy if you don't already own the book or plan on purchasing the book.

We'll sort out how to get you a copy of the 22 rules of branding poster at another time. Thank you so much for being amazing!

[Risingabovethenoise]

At 1:15, Chris asked me about the difference between "what a brand sells" vs. "what the customer buys" and below is a better explanation to help viewers, taken straight from the book:

"Your brand is not what you
do or make. It’s what your
customer gets that changes
their lives for the better.

"Every brand must be 100%
clear on the difference
between what it makes
(and sells) versus what its
customer buys.

"Porsche makes a car. But
customers buy status in
the passing lane. Häagen-
Dazs makes ice cream yet
people buy the ultimate adult
indulgence. Chanel makes
a formula. Yet women buy
feeling beautiful.

"Once you know what you’re
selling, please clarify what
your customer is buying."

[ajeabisola]

you're very correct about developing countries not paying attention to customer experience. sales is more transactional. its a bit egocentric because many times the competition is not any better. not my brands in my country pay attention to brand strategy with respect to creating awesome customer experience. on the Brightside though, i see a trend shift because we now live in a World of more options than before and sometimes your completion may not even be in your country. Am in Nigeria btw and i really love brand strategy... your show is Harvard Grade in excellence.

[negative]

Not sure where I saw this but love this quote to:
"We create lipstick, sell beauty and the customer buys confidence"

[neuemage]

This is what I've used for years to explain these concepts to my clients

Brand Identity: How the COMPANY describes itself
Branding: How the AUDIENCE perceives the company
Brand Recognition: How the BRAND differentiates from competition (I think chris called this "the X factor")

Every time I watch your long videos I wish it never ends.
You’re not defined by your past, The future is what you make. Made me cry every time.

[charleyarrigo]

Loved how you showed all your fans at 1:09 💙

[KaneSanMiguel]

The amount of value I gained from the discussion on dichotomies and (later on) expectations that begins around 53:20 struck a serious chord with me. I feel like I found a power-up or ate a Senzu Bean and now I'm just revitalized as a strategist and designer 😁 DEFINITELY buying this book!

[funkidesign]

The timing on this is perfect, I'm in the middle of a rebrand project for our in-house design team and this is so helpful. Thank you guys!

[rebeccacheinemann]

I love his thoughts on the post sale and the little lifestyle booklet included in the bag he purchased for his wife and how this is the beginning of the relationship with the brand. It has me thinking what can I do for my clients once we wrap up that would be wonderful and unexpected? Hmmmm... Quite the spark for me. Love it.

[JamesWelbes]

9:35 to skip the stuff that doesn't apply to use viewers from the Future =]

[joaquinlovero]

Hi guys! Just wanted to say, you are doing a great job with The Futur. I have not studied graphic design at an academic level, but this channel has taught me so much! Keep it up, people needs this content!!!

[maryanne.]

this was great — thanks so much for sharing. I soak up something new (and useful) every time I tune in to David.

[anchorpoint]

Brilliant. Seriously, one of the most entertaining and informative Futur shows I've watched. Thanks guys!

[LovelyDeb-dd]

I couldn't catch this live but, I'm enjoying today! Glad you brought up U&LC, it is still so inspirational I recently did a search for a trip down memory lane. Thanks Chris and David.

[tomhilado]

This is golden! Am ramping up in a few months this definitely gets my game hat on. Hopefully I get to jump in the Pro group in a few months

[nurtured-channel]

This was soo good 🔥🔥🔥by the way the best definition of Branding I ever heard.

[UniquedesignzNetHMKGroup]

The guy and son buying the car scenario is a great way to show how important it is to understand your audience!

[JamesWelbes]

I can't even with the mouse cursor on David's website.

[mdrahatkhan]

all time your starting promo video & music make me nostalgic. it's awesome man