Building Strong Brands: How to Define and Deliver a Powerful Brand Identity
Art+Science with Kevin Hartman
[{'start': '0.800', 'end': '4.720', 'text': "If you don't actively define your\xa0\nbrand, the market will do it for you,"}, {'start': '4.720', 'end': '12.320', 'text': 'and the version they create, it might be vague\xa0\nor generic or completely wrong. In this video,'}, {'start': '12.320', 'end': '16.560', 'text': 'we will show you how to take back\xa0\nthat narrative, how to build a brand'}, {'start': '16.560', 'end': '22.018', 'text': "identity that's clear, motivating, and\xa0\nbuilt to last, today on Art+Science."}, {'start': '22.018', 'end': '28.160', 'text': '[Art+Science theme song]'}, {'start': '28.160', 'end': '31.760', 'text': "Hey there, I'm Kevin Hartman, Associate Professor\xa0\nat the University of Notre Dame and founder of"}, {'start': '31.760', 'end': '36.560', 'text': 'the Art+Science Analytics Institute, where our\xa0\nmission is to make you a better data analyst.'}, {'start': '36.560', 'end': '41.040', 'text': "In our last video, we discussed the basics\xa0\nof branding. Now we're going to explore how"}, {'start': '41.040', 'end': '47.360', 'text': 'to define a brand identity that both\xa0\ninspires and stands the test of time.'}, {'start': '47.360', 'end': '52.560', 'text': "We'll explain what brand identity\xa0\ntruly entails, why it's crucial,"}, {'start': '52.560', 'end': '58.400', 'text': 'and provide you with a step-by-step guide to\xa0\ndeveloping your own captivating brand identity.'}, {'start': '58.400', 'end': '61.840', 'text': "Let's start with the basics of brand\xa0\nidentity. Brand identity is not just"}, {'start': '61.840', 'end': '66.880', 'text': "about visuals. It's about the unique\xa0\nset of associations that you, as a"}, {'start': '66.880', 'end': '70.880', 'text': 'brand strategist, deliberately create and uphold.'}, {'start': '70.880', 'end': '74.480', 'text': "It's about shaping the essence\xa0\nof your brand and determining"}, {'start': '74.480', 'end': '79.840', 'text': 'how you want your audience to see it.\xa0\nThis core essence drives your brand'}, {'start': '79.840', 'end': '84.880', 'text': 'identity. A strong brand identity lays the\xa0\ngroundwork for all your marketing efforts.'}, {'start': '84.880', 'end': '92.000', 'text': 'It offers direction and purpose, ensuring that\xa0\nevery message you broadcast consistently reflects'}, {'start': '92.000', 'end': '99.440', 'text': "your brand's intended image. Without it, standing\xa0\nout, building trust, and establishing lasting"}, {'start': '99.440', 'end': '106.720', 'text': "loyalty becomes much more challenging. To deepen\xa0\nour understanding, consider David Aaker's brand"}, {'start': '106.720', 'end': '112.800', 'text': 'identity planning model, which breaks down\xa0\nbrand identity into four distinct perspectives.'}, {'start': '112.800', 'end': '118.320', 'text': "Let's use a university as an example for\xa0\nclarity. The first aspect of Aaker's brand"}, {'start': '118.320', 'end': '125.280', 'text': "identity planning model is brand as product.\xa0\nThis focuses on your product's features,"}, {'start': '125.280', 'end': '131.840', 'text': 'benefits, quality, user base, even its origin,\xa0\nall those aspects associated with your product.'}, {'start': '131.840', 'end': '136.960', 'text': 'For a university, this could include its\xa0\nacademic programs, research offerings,'}, {'start': '136.960', 'end': '143.840', 'text': 'and campus facilities. Aaker emphasizes the\xa0\nimportance of being a leader rather than just'}, {'start': '143.840', 'end': '149.040', 'text': 'another option in the sea of choices. The\xa0\nsecond aspect is brand as organization.'}, {'start': '149.040', 'end': '155.920', 'text': 'This angle shifts focus to the organization behind\xa0\nthe brand, its culture, its values, innovation,'}, {'start': '155.920', 'end': '161.680', 'text': 'and reliability. In the context of a university,\xa0\nthis would include things like its history,'}, {'start': '161.680', 'end': '166.960', 'text': 'the expertise of its faculty, and its historical\xa0\ncommitment to students. Third aspect is brand'}, {'start': '166.960', 'end': '172.640', 'text': 'as person by applying this perspective,\xa0\nyou imbue your brand with personality,'}, {'start': '172.640', 'end': '178.080', 'text': 'qualities like authenticity, excitement,\xa0\nor sophistication that make it relatable.'}, {'start': '178.080', 'end': '182.080', 'text': 'For a university, this might manifest\xa0\nin its communication style, the type'}, {'start': '182.080', 'end': '187.200', 'text': "of students it attracts, its overall general\xa0\nvibe. And the final aspect of Aaker's brand"}, {'start': '187.200', 'end': '192.000', 'text': 'identity planning model is brand as symbol.\xa0\nThis is about the visual elements, name,'}, {'start': '192.000', 'end': '196.400', 'text': 'logo, colors, heritage, which\xa0\nare essential for recognition.'}, {'start': '196.400', 'end': '201.120', 'text': "It's in a university's case, it might\xa0\ninvolve its crest, its official colors,"}, {'start': '201.120', 'end': '206.080', 'text': 'its mascot. By addressing all four\xa0\naspects, you build a comprehensive brand'}, {'start': '206.080', 'end': '211.280', 'text': "identity that goes far beyond what you\xa0\nsell. It's about your values, personality,"}, {'start': '211.280', 'end': '216.880', 'text': 'the symbolism behind your brand, which helps\xa0\nyou forge deeper connections with your audience.'}, {'start': '216.880', 'end': '223.360', 'text': "Now, how do you build a powerful brand identity?\xa0\nIt's a process, and there are some key steps. It"}, {'start': '223.360', 'end': '228.320', 'text': 'begins with a strategic brand analysis. Start by\xa0\ndoing your research, understand your customers,'}, {'start': '228.320', 'end': '232.880', 'text': 'analyze your competitors, and take\xa0\na critical look at your own brand.'}, {'start': '232.880', 'end': '236.880', 'text': 'What motivates your customers?\xa0\nWhat challenges do they face?'}, {'start': '236.880', 'end': '243.040', 'text': 'What core values and strengths define\xa0\nyour brand? Identify the real benefits'}, {'start': '243.040', 'end': '248.880', 'text': 'that you provide. Next is define your\xa0\ncore identity. Use the insights that'}, {'start': '248.880', 'end': '254.400', 'text': 'your research has revealed to pinpoint the\xa0\ntimeless essence of your brand, usually'}, {'start': '254.400', 'end': '261.120', 'text': 'encapsulated in two to four key dimensions,\xa0\nor even a single inspiring brand essence.'}, {'start': '261.120', 'end': '267.520', 'text': 'Next, develop the extended identity. Add\xa0\ndepth to your foundation by incorporating'}, {'start': '267.520', 'end': '271.280', 'text': 'product features, organizational\xa0\nattributes, personality traits,'}, {'start': '271.280', 'end': '276.880', 'text': 'and visual symbols. This creates a robust,\xa0\nmultifaceted profile of your brand.'}, {'start': '276.880', 'end': '283.440', 'text': 'The next step is to articulate your brand\xa0\nvision. Link your brand identity to a grander,'}, {'start': '283.440', 'end': '289.840', 'text': "aspirational vision that guides everything\xa0\nyou do. This becomes your brand's North Star."}, {'start': '289.840', 'end': '295.440', 'text': 'Finally, communicate and embed. This\xa0\nstep is crucial. Share your brand'}, {'start': '295.440', 'end': '298.400', 'text': 'identity, both internally and externally.'}, {'start': '298.400', 'end': '304.080', 'text': "Both are very, very important. Ensure that\xa0\nyour employees live your brand's value,"}, {'start': '304.080', 'end': '309.360', 'text': 'and that your messaging remains consistent\xa0\nacross all channels. When you execute these'}, {'start': '309.360', 'end': '314.560', 'text': 'steps effectively, you clarify who you are,\xa0\nwhat you represent, and why you matter.'}, {'start': '314.560', 'end': '320.640', 'text': 'It provides your team with a shared language and\xa0\ngives your audience a compelling reason to care,'}, {'start': '320.640', 'end': '326.320', 'text': 'guiding every decision that you make.\xa0\nBecause when your brand truly knows itself,'}, {'start': '326.320', 'end': '330.000', 'text': 'everything becomes much more\xa0\nsimple. Now, a quick heads up,'}, {'start': '330.000', 'end': '334.320', 'text': 'it is easy to fall into some\xa0\ncommon brand identity pitfalls.'}, {'start': '334.320', 'end': '339.360', 'text': 'Those include things like focusing\xa0\nsolely on product attributes without'}, {'start': '339.360', 'end': '342.720', 'text': 'capturing their deeper meaning. Creating an'}, {'start': '342.720', 'end': '348.320', 'text': 'identity in an internal bubble without\xa0\nconsidering external customer perceptions.'}, {'start': '348.320', 'end': '354.320', 'text': "It's something that you form that feels really\xa0\ngood to you, but there isn't a market for it."}, {'start': '354.320', 'end': '359.120', 'text': "There aren't customers who are asking for this\xa0\nthing you're building. There is a threat of not"}, {'start': '359.120', 'end': '364.880', 'text': 'differentiating yourself enough from competitors.\xa0\nTake a very thorough view of your market.'}, {'start': '364.880', 'end': '371.280', 'text': 'Find the gaps, find opportunities where you\xa0\ncan position a brand that is differentiated and'}, {'start': '371.280', 'end': '376.960', 'text': 'different from the other things that are offered\xa0\nto customers in your market. And then when it'}, {'start': '376.960', 'end': '385.120', 'text': "comes to implementation, there's a big challenge\xa0\nin maintaining consistency between what you say"}, {'start': '385.120', 'end': '394.000', 'text': 'and what you do. Failing to deliver on your brand\xa0\npromise is a sure way to sink any brand at all.'}, {'start': '394.000', 'end': '398.880', 'text': 'Avoid these traps by staying true\xa0\nto your identity and having the'}, {'start': '398.880', 'end': '403.600', 'text': "discipline to turn down elements that\xa0\njust don't fit. Remember, creating your"}, {'start': '403.600', 'end': '407.840', 'text': "identity is only the beginning. It's also\xa0\nessential to measure its effectiveness."}, {'start': '407.840', 'end': '414.640', 'text': 'Measurement provides feedback that allows you to\xa0\nrefine and keep your identity relevant. Common'}, {'start': '414.640', 'end': '420.800', 'text': 'measurement methods include brand tracking\xa0\nstudies, regular surveys to gauge awareness,'}, {'start': '420.800', 'end': '425.440', 'text': 'associations, and overall perceptions\xa0\nof your brand. Social media monitoring,'}, {'start': '425.440', 'end': '430.160', 'text': 'analyzing online conversations to see\xa0\nhow people talk about your brand and if'}, {'start': '430.160', 'end': '435.440', 'text': 'the messaging that you are delivering\xa0\nis breaking through and resonating.'}, {'start': '435.440', 'end': '439.120', 'text': 'Customer feedback, paying close\xa0\nattention to reviews, comments,'}, {'start': '439.120', 'end': '443.760', 'text': 'and of course, complaints coming from your\xa0\ncustomers. Website analytics is another'}, {'start': '443.760', 'end': '448.640', 'text': 'big part of brand measurement. Checking\xa0\ntraffic and engagement to understand how'}, {'start': '448.640', 'end': '452.560', 'text': "users interact with your site, what it\xa0\nis they're reacting to, what they like,"}, {'start': '452.560', 'end': '456.960', 'text': "and what they don't seem to care much\xa0\nfor or what doesn't spark their interest."}, {'start': '456.960', 'end': '463.200', 'text': 'And of course, because your internal employees\xa0\nare so vitally important to the way your brand'}, {'start': '463.200', 'end': '470.480', 'text': 'is presented, employee surveys, ensuring that\xa0\nyour team recognizes and aligns with your brand'}, {'start': '470.480', 'end': '475.600', 'text': "identity. Tools like these offer\xa0\na 360-degree view of your brand's"}, {'start': '475.600', 'end': '481.760', 'text': "performance. It's not about perfection,\xa0\nbut it's more about staying aligned."}, {'start': '481.760', 'end': '486.000', 'text': 'Regular measurement and adaptation helps keep your'}, {'start': '486.000', 'end': '490.960', 'text': 'identity strong. Keep in mind that your brand\xa0\nis a reflection of your values, promises,'}, {'start': '490.960', 'end': '497.440', 'text': "and what people can expect from you. This isn't\xa0\njust about marketing, it is about leadership."}, {'start': '497.440', 'end': '503.120', 'text': 'Continually ask yourself, what are we known\xa0\nfor? What do we aspire to be known for? Are'}, {'start': '503.120', 'end': '508.720', 'text': 'we bridging that gap or is it widening? Every\xa0\ninteraction with your brand sends out a message,'}, {'start': '508.720', 'end': '516.000', 'text': "so ensure that it's one worth paying attention to.\xa0\nYour brand isn't your logo. It's not your tagline."}, {'start': '516.000', 'end': '521.520', 'text': "It's the reputation you earn and the\xa0\nmeaning people carry with them after"}, {'start': '521.520', 'end': '525.520', 'text': 'every interaction. And if you want\xa0\nthat meaning to stick, to resonate,'}, {'start': '525.520', 'end': '529.840', 'text': 'to lead, then you need more than\xa0\ngood design. You need a clear'}, {'start': '529.840', 'end': '535.760', 'text': 'identity shared across your team, felt by\xa0\nyour customers, and reinforced over time.'}, {'start': '535.760', 'end': '541.760', 'text': 'So define it, embed it, measure it, and most\xa0\nimportantly, live it. Because in a noisy world,'}, {'start': '541.760', 'end': '546.880', 'text': "the brands that win aren't the ones\xa0\nthat shout the loudest. They're the"}, {'start': '546.880', 'end': '552.320', 'text': 'ones that know exactly who they are\xa0\nand show up that way every single time.'}, {'start': '552.320', 'end': '555.520', 'text': 'In our next video, we are gonna cover\xa0\nthe topic of brand architecture,'}, {'start': '555.520', 'end': '561.760', 'text': 'its strategic importance, and\xa0\nhow brands design for growth.'}, {'start': '561.760', 'end': '565.280', 'text': "Thanks so much for watching. If you haven't\xa0\nalready, take a moment and subscribe to this"}, {'start': '565.280', 'end': '568.960', 'text': 'channel, like this video, and share it\xa0\nwith anyone who you think is interested'}, {'start': '568.960', 'end': '573.600', 'text': 'in data analytics. Every single week, we are\xa0\nbringing new, exciting, and important videos'}, {'start': '573.600', 'end': '578.400', 'text': 'on data analytics to this channel, and we would\xa0\nlove to have you there for the journey. Also,'}, {'start': '578.400', 'end': '583.520', 'text': 'be sure to check out the links in the description\xa0\nfor additional Art+Science resources and sign'}, {'start': '583.520', 'end': '589.680', 'text': 'up for our newsletter to get exclusive tips,\xa0\ncourse updates, and more directly to your inbox.'}, {'start': '589.680', 'end': '606.640', 'text': "Thanks again for watching.\xa0\nWe'll see you in the next video."}]