Developing Your Brand

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En provenance du cours de Berklee College of Music

Creativity And Entrepreneurship

8 notes

Berklee College of Music

Creativity And Entrepreneurship

8 notes

Creativity & Entrepreneurship will help you tap into your inner creativity and learn how to leverage it for career development or business innovation. Presented by Berklee Institute for Creative Entrepreneurship founder Panos Panay, this course features interviews with world renown entrepreneurs, innovators, songwriters, producers, creative directors, educators, performers, visual artists and chefs as they discuss parallels between the creative and entrepreneurial journeys. The course approaches entrepreneurship as a creative process, a fundamental human instinct that we all possess and can unlock. Creativity & Entrepreneurship applies concepts from the creative and musical creation process, such as observing, prototyping, iterating and embracing failure, as a means of guiding you through the concept of thinking like a startup. You will develop the basic mindset, knowledge, and insights required to pursue an entrepreneurial career, whether as the steward of your own career or as the founder of a new business in any field. Creativity & Entrepreneurship is about the side of entrepreneurship you won’t learn at a business school but, instead, in the music studio. What you'll learn: How to approach your career or startup as if learning a musical instrument Why entrepreneurship, like creativity, is something we all possess How to apply “the musician mindset” as means to collaboration and creative problem solving Why songwriting is a perfect parallel to career and product development Why there’s more to entrepreneurship than business plans and spreadsheets much like there’s more to music than scales and lead sheets

À partir de la leçon

Collaboration and Presentation

This week, we'll discuss building a strong team and establishing a culture at your "start up." You'll work to identify the types of people you want on your team and why you need them. We'll also discuss how to develop not only your product, but the brand that stands for that product. Finally, we'll work on your presenting, selling, and marketing skills to help you establish the brand you envision.

Understanding Your Customer5:46

Building a Team4:54

Developing Your Brand5:01

Selling and Marketing2:36

Rencontrer les enseignants

Panos Panay
Course Author
Berklee Online

A brand is more than just a logo,

very much like an artist is more than just a song or an album cover.

In many ways, a brand embodies

the values of the particular individual or particular company.

When you encounter a very powerful brand,

it's impossible to miss.

Think of a brand like, for example,

a BMW, or the New York Times,

or just about any one of the brands that we come into daily contact with,

or even take a band like U2 or Lady Gaga,

or even Taylor Swift.

When I say the names of these products or these people,

you don't just think of their music,

but you also think of what they stand for, who they are.

They have this intangible perception that people have about them that

is far more powerful often than even the simple songs or products that they release.

And that is what, in many ways,

we define as a brand.

A brand is a good product, service,

or a human being that speaks to an audience and for an audience.

For me, Diddy is

the consummate American success story and Diddy speaks to an evolving audience.

So when Diddy was young, Diddy hit on the hip hop clothes.

Now he's older, he's wearing the suits and ties because the brand has matured.

This brand has been brewing in me for a while now.

Part, I really did think about it,

and it was part of just like coming into

myself and as my identity as a person and as a musician.

I think it's just like, it's all about being true to your identity,

that things that you already know, like for example,

my heritage that I have incorporated into my music.

And also now to my stage presence.

And as well, actually thinking about,

what ways can we make it better?

What ways can we capture the audience?

If we're playing and somebody is talking to someone,

what will catch their attention on

their peripheral that will make them turn to you and see you again?

I look at a brand as being a friend,

as a trusted adviser.

It's somebody who understands me and who I can relate to and connect to.

I think the consumer comes first.

You're problem solving.

And that's what the beauty of design really is.

Whether you're designing for the sport industry,

whether you're designing furniture,

whether you're designing in fashion,

you're solving a problem.

You're solving a consumer benefit.

And hopefully, that benefit is real.

And so, when you're solving for those problems and those benefits,

the story comes out of that.

Just do it, never inspired a shoe.

I think about slogans a lot of time,

and marketing slogans, and they don't inspire problem solving.

Real people inspire problem solving.

A good brand is about consistency of interaction.

No matter how you interact with that brand,

whether it's an advertisement or whether it's a product or

a presentation that you see or you walk into one of their stores,

you're not surprised if you will buy what you see.

There is almost a comfort because it's familiar,

because over the years,

they build a particular trust with you.

And no matter which access point you have with that particular brand,

there's a consistency there.

I tie together brand and culture to some extent in startups,

that you're creating a vibe or a feel around what it means to do business with you.

And that that is often more compelling early

on to a customer than the actual product you're building.

Because often in a startup,

you're doing lots of iterations and

you're changing quickly and you're changing your product.

But the way in which people feel when they're interacting

with you or your product is ultimately what will keep them coming back.

And I'll always say that culture starts with one.

It's how you conduct yourself on a daily basis.

It's how you treat others both inside the business and outside the business.

It's the understanding that every single team member

is a different embodiment of what you want that brand to be.

So team and culture is two things that they

do keep me awake at night a lot and I just

strategize a lot about that and trying to keep it natural.

But at the same time, something that represents

and embodies the brand is really where the magic happens.

For me, a brand is not something that you can manufacture based on fakery.

And I think, as people,

we're able to cut through all this clutter and sort of

connect with something that is either authentic or inauthentic.

The brands out there that stand out the most or the artists

out there that were able to identify with the most,

these are people that are true to

their values and we know that whatever image they're projecting out there,

it's who they are, whether we like it or not.

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