04 | STT.ai

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Thank you.

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All right, welcome back.

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So you guys just took a break.

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We're working on your character diamonds.

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Just a reminder that,

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what was I going to say?

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Oh, there is a live chat button on the top right corner of your screen.

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If you're watching this live and have questions,

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please feel free to go in there.

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Adriana will route those questions to me and we can ask them of Ryan.

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Until then,

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I'm going to send it back over to Ryan so we can get started on part four.

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Nice.

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So was that,

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did you do the snaps?

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Yeah, you know,

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from our meetings.

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It's very jazzy.

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Pretty jazzy of you.

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I like that.

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Okay, cool.

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So we are at this point essentially

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done.

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We've gone through the core components of branding.

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The only thing I'm not going to talk about is design.

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And it's because...

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I suck at that.

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I am not the person to share with you how to design

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a great logo or how to turn that into a style guy.

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But you know what?

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There are lots of people who are phenomenally great at that.

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And if you were to engage,

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because we have a creative design agency to

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work with you to coming up with your brand platform and profile and how

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to deal with this, they would have you walk through many of the steps that I've just had you walk

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through. They'd want to know,

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what is your unique perspective?

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well talk about the character of your of your company what do you think are you more you

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know you more gray are you more green like and they want to walk you through all this stuff it's so much

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easier if you just go this is who we are here's our character diamond this is our mission this is our vision this

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is what we believe this is what we're all about um here's some of the the things that we do some of the absolutes

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that we hold to they can create you got the right group they can create

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a pretty phenomenal logo and branding and design scheme around everything that we've done

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So, where we really are at this point is we're ready to audit

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and optimize your brand.

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Now, obviously, that is not going to happen right now in here.

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You've got some work to do.

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You absolutely,

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positively have some work to do.

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So, before I show you the audit,

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I just want to go back to the brand blueprint template

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itself.

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So,

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again, here we have the brand blueprint.

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Carry this with me.

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You have the cover page.

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What do we do?

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Feel free to reformat this,

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make it prettier to match your brand and your style guide.

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Don't overthink it.

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Just say what it does.

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This is so that if anybody at your company or if you're hiring an outside

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design group,

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they get a general sense of what is it that you do.

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This is not a sales pitch.

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This is not an elevator.

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This is not a,

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you know, we help so -and -so do this and this.

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Just what the heck is it?

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Is it software?

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Is it a service?

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What is it?

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All right.

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Just say what it is.

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Why do you do it?

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Remember,

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the vision,

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why do you exist?

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You've got a spot here to write your company's vision,

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some of those core beliefs.

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Mission,

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what must you do?

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What is that mission?

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And then your values.

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And I recommend that you write core values here.

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Core values.

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We don't need to write the permission to play values.

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Definitely don't write the accidental ones.

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If you have some aspirational ones,

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that's fine, but denote them as such.

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You do not want somebody in your organization calling you out on,

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that ain't us.

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All right.

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I love putting it in aspirational.

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That's there as well.

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Who do we serve?

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And we didn't talk about characters.

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We didn't talk about the target audiences here.

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At Digital Marketer,

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we have done a lot of work on how to do market research,

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how to do customer avatars.

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There are resources galore,

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so I didn't want to spend a lot of time here.

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Also, you'll find target audiences will change over time.

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As your brand grows,

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hopefully your target audience gets bigger and bigger and bigger.

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Now, many of you say,

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my product,

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my service, it can work for anybody.

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It'll work for anybody.

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That's fine,

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but that doesn't mean that's where you should start.

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Never forget that Facebook started off just at Harvard.

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Then it moved to Ivy League.

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Then it moved to universities.

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Then it moved to high school and college.

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And then finally,

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it was everybody.

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Walmart started in a small town in Arkansas,

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and then eventually began to scale out.

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So just because it can serve everybody doesn't mean that's the ideal place for you to

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start.

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So there's a lot of different ways to display

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your persona,

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your avatar.

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We've got a very,

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very simple one here.

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We get into the demographics of that,

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gender, age,

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occupation, role,

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company size.

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Some of these,

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if you're B2B,

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are going to make sense.

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If you're B2C,

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they're not.

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Okay, so if you're in more of a consumer type market the

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company size in the industry probably irrelevant Similarly,

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if you're more b2b if you're in more of a business to business gender tends

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to not matter that much in the b2b space

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We found whether we're talking to boy marketers or girl marketers,

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a marketer is kind of a marketer.

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Everybody buys the same.

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We don't have to talk to people differently.

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It's like, what do you know?

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You're just all professionals.

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Or not.

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Frustrations and fears.

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So that's when we get into if you've

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Completed a before and after grid,

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again, something we've talked about and taught a lot at Digital Marketer.

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If this is your first workshop that you're taking with us and you have no idea,

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when I use the phrase before and after grid,

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if you have no idea what that is,

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Google it.

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We've got some free videos.

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We also have some resources inside the elite community we can get you access to.

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But the frustrations and fears,

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that's going to be that less desirable before state,

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describing their worst day,

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a change in status.

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It says for the better.

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I'm sorry, this should be for the worse.

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Make sure we update that.

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Known problems and challenges,

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spoken or unspoken concerns.

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Same deal, wants and aspirations.

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What's that desired after state?

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What's their best day?

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So just begin to document.

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What are their frustration and fears and their wants and aspirations?

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So their before and then their desired after.

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And then the key,

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purchasing drivers.

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So what are the things that really drive this particular target audience's

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purchase?

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Are there some critical features?

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Are there design and usability considerations?

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Integrations,

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if it's software,

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those kind of things.

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Just go ahead and list those here.

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Just helpful to have.

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Is it specifically relevant to the branding?

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Not as much,

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but if I'm doing any,

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this is a good document for internal training.

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It's also a good document to give creative groups.

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It's helpful for them to know who you're going to be targeting.

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So that's why we've included it.

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here as well i just wanted to reference it because we didn't really touch on it as part of this workshop

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because that's again table stakes you probably already have that i have some examples here

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for praxio our main avatars small business

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owners and executives with teams digital agencies as well

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as hr executives okay so you can just see how those break down then

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we get in the next session who we are this

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is where you're going to list those authority amplifiers

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Okay, so those authority amplifiers.

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What is your step -by -step plan?

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Put that up here.

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What are some of the absolutes you maintain?

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What are those core beliefs?

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If you're going to do this in bullet point form,

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that primary belief,

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that primary belief that we saw going back,

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where are you?

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Over here?

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That primary core belief that was in your vision?

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This is where we're going to expand

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upon that here.

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Now,

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you may find that you don't have room to put all of them.

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I mean, obviously,

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you saw digital marketers,

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we believes.

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That would have gone on to multiple pages.

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So if that's the case,

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give it an additional slide.

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Maybe break that out into its own slide.

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So what are some specific and tactical questions that you have the answer to?

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This can be very helpful if you're working with content teams,

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for them to know what type of content should they be producing.

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Great start.

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And then any rites and rituals.

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That's very helpful for your community team.

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It's very helpful for your social team.

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It's also something that can be good for your customer success teams to be looking

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for.

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Do these things happen organically?

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Are there folks that are out there doing stuff that you should ritualize?

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So the concept of hashtag I'm new here,

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that is that somebody just started doing that.

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We didn't ask people to do that.

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We saw folks do it.

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Other folks began to do it.

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Then we ritualized it.

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When you're a new member,

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here's what you do.

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When you first join Digital Marketer Lab,

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go into our community,

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ask a question,

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here's a list of them,

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write hashtag I'm new here.

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So the stated rites and rituals are things for your team to look for.

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Again,

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this is primarily an internal training document.

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Then we have the character diamond.

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Then we have the character diamond.

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This is a really good thing if you are working with a

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creative agency and designing a new brand from scratch.

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Having this figured out before you

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decide on color scheme,

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before you decide on things like font.

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You know you would never see a digital marketer be weird if we had a serif font a

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very formal font to be weird We're joyful goofy and irreverent I think that'd be weird Forrest

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Gump doesn't write serif so at the same time

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comic sans would maybe be a bit too much Yeah

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papyrus oh And

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then the last section is for your style guide and again you can see optional Because

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I just do not believe that a style guide in a brand of the same thing

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So you may want to have these as two separate documents.

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Or you may say,

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no, we're going to produce a brand book.

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If you Google brand book,

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you'll find a lot of examples of those.

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This could be the start of your brand book.

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And generally,

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the style guide is going to focus in on that.

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But this is the creation.

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This is the foundation of.

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your particular brand,

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what you're beginning to create.

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So this is your homework.

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This is what we're going to look to create during this execution cycle.

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I would look for you to create and to finalize one of these brand blueprints

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for your brand.

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At least,

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at bare minimum,

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let's try to lock down the character diamond,

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the authority amplifier.

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That's something that I'm going to be looking at as well.

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And then when we get to the why we do what we do,

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I'm most interested in your vision and your values,

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because mission is something that can change.

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What are your values?

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And the thing to be leery of there is do you just have a bunch of permission to play

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values as core values?

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Or do your values distinguish?

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If you go back to our values

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at Digital Marketer,

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you will see those come up again and again and again in our beliefs.

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I could,

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I'm not going to do it,

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but I could,

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and I've done this before,

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played the We Believe video and pointed at

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the different corners of the character diamond to show this statement of belief

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references this particular character trait.

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And you'll see it.

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It goes in and again.

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So oftentimes you'll come up with some beliefs.

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That will inform your character diamond.

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You'll clarify your character diamond.

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You'll come back and that'll inform additional beliefs.

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It'll be this back and forth.

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So what I want you to know is this is a living document.

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Your focus over the next 10 days during this execution cycle is going to be to create this,

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but you're not done.

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It's going to keep growing and expanding and becoming richer and richer.

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But don't allow just anyone to change this.

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Got it?

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Don't allow just anyone to change it,

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and any new person who enters your company,

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teach them this during the onboarding.

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Okay?

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When you've gotten

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a good handhold on,

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a good hold on that,

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a good start,

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The audit is going to be your friend as you progress through so I have a six

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-point brand on it for you So you can get a sense of am I generally on the right track?

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So when it comes to your why right company has a clear mission and

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vision and the mission and vision is shared regularly to the team as well as customers

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and prospects Compare that to one that needs improvement.

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That's a two company has a general mission and vision most of the Most people

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on the team know don't know what it is or how it applies to their work

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So if you hired some consultant in the past to come in and help you with your company

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vision statement,

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and it's like on a plaque in the wall somewhere or like in

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a book, that ain't it.

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All right?

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That's not really going to influence that.

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Then we have our core values.

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Core values are known to everyone in the organization.

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S… Speaker 1 (04)

They're used to inform every action,

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S… Speaker 1 (04)

internal or external,

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that the company takes.

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S… Speaker 1 (04)

Right internal external that the company takes compare that to again looking at a two because

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S… Speaker 1 (04)

basically if you're a one It's that god dang it.

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S… Speaker 1 (04)

You don't have this at all or it just sucks out loud So a

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S… Speaker 1 (04)

two company has core values,

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but most of the company don't know what they are or they don't take them seriously If

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anybody gets interviewed at digital marketer,

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you're going to have the core values explained to you

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To the point of almost being obnoxious during the interview process gonna come up again and again again We've got

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S… Speaker 1 (04)

boards around the office We'll bring them in and say you remember that right like

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here's who we are.

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These are our values We ain't changing them you

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good with you got to be good with these or you probably shouldn't come here

13:08

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Got to be good with these,

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or you probably should not come into this building.

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So that's how we use the values.

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We also,

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as an aspect of our review period,

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when we do employee reviews,

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S… Speaker 1 (04)

we review people based on those values.

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On a score of one through four,

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how are you performing to these values?

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We require that our certified partners also adhere

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to those values.

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So if you want to be an agency partner,

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you need to adhere to those values as well.

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S… Speaker 1 (04)

Core beliefs.

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The company has a clear perspective on the world,

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S… Speaker 1 (04)

and they hold to their convictions,

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even if it means losing a customer or a client who does not align with those beliefs.

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S… Speaker 1 (04)

Remember,

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S… Speaker 1 (04)

Southwest Airlines,

13:46

S… Speaker 1 (04)

we will miss you.

13:46

S… Speaker 2 (04)

We will miss you.

13:49

S… Speaker 2 (04)

Are you willing to say that,

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S… Speaker 1 (04)

even if it means losing some money?

13:51

S… Speaker 1 (04)

Score of three

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is the company has a unique perspective,

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S… Speaker 1 (04)

but they're unwilling to plant a flag and make their beliefs known to the broader marketplace.

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I'm scared.

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S… Speaker 1 (04)

I don't want to offend.

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I don't want to offend anybody.

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S… Speaker 1 (04)

I don't want anybody to not like me.

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S… Speaker 1 (04)

We have them.

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S… Speaker 1 (04)

We talk about them internally.

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We don't really want to share them because I'm afraid that if people knew what we really believe,

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S… Speaker 1 (04)

they wouldn't want to do business with us.

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S… Speaker 1 (04)

Needs improvement leaders in the company have some beliefs and opinions,

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S… Speaker 1 (04)

but they haven't been shared publicly or even with the internal team members.

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S… Speaker 1 (04)

One is you ain't got no beliefs.

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S… Speaker 1 (04)

You believe in nothing.

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S… Speaker 1 (04)

Authority.

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S… Speaker 1 (04)

The company is a clear category leader and maintains top of mind standing

14:30

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in their field.

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They boast a large and growing community of advocates and true believers who

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regularly promote the brand even when they aren't incentivized to do so.

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S… Speaker 1 (04)

they licking your brand are you changing their

14:42

S… Speaker 1 (04)

habits are they talking about you even when you don't ask yep

14:47

S… Speaker 1 (04)

yeah you

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S… Speaker 1 (04)

heard it character the company has

14:56

S… Speaker 1 (04)

clearly codified their character you now have a tool do that called the character

15:00

S… Speaker 1 (04)

The company has clearly codified their character and their brand voice is communicated authentically

15:04

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and consistently across all media.

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That's an important one.

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S… Speaker 1 (04)

They've codified it and their brand voice is communicated authentically and consistently

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across all media.

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If you work at Digital Marketer,

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S… Speaker 1 (04)

you can work here if you don't align with our character,

15:18

S… Speaker 2 (04)

Diamond. You can.

15:19

S… Speaker 1 (04)

We just won't put you in front of a camera.

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S… Speaker 1 (04)

We just won't let you write email copy.

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S… Speaker 1 (04)

I'll give you an example of that.

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We had our director of communications for a number of

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years. She went off and started her own PR company now.

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But while she was with us,

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S… Speaker 1 (04)

I never,

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S… Speaker 2 (04)

ever,

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ever let her on camera.

15:40

S… Speaker 1 (04)

I wouldn't let her go anywhere near a camera.

15:42

S… Speaker 1 (04)

Now you might be like,

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S… Speaker 1 (04)

that's mean.

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S… Speaker 1 (04)

It's especially mean when you consider that prior to coming to us,

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she was a news anchor,

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a quite well -known news anchor.

15:52

S… Speaker 1 (04)

Here in the Austin area,

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S… Speaker 1 (04)

went off to San Diego,

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S… Speaker 1 (04)

was a news anchor there.

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I mean, you're talking about somebody who is made for television.

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S… Speaker 1 (04)

Somebody who has more media training than anybody else I know combined.

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S… Speaker 1 (04)

She is perfect.

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S… Speaker 2 (04)

Perfect.

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S… Speaker 2 (04)

Too perfect.

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S… Speaker 1 (04)

Not gumpy enough.

16:08

S… Speaker 2 (04)

Now,

16:09

S… Speaker 1 (04)

she was silly as all get out.

16:10

S… Speaker 1 (04)

Fun as hell.

16:11

S… Speaker 2 (04)

Get around here,

16:12

S… Speaker 1 (04)

she's able to cut up,

16:13

S… Speaker 1 (04)

have a great time.

16:13

S… Speaker 1 (04)

You put her on camera,

16:14

S… Speaker 2 (04)

she goes into news mode.

16:17

S… Speaker 2 (04)

I mean,

16:18

S… Speaker 1 (04)

it's the, like,

16:19

S… Speaker 1 (04)

just boom, like that.

16:20

S… Speaker 2 (04)

I was like,

16:21

S… Speaker 1 (04)

Christine, I love you.

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S… Speaker 1 (04)

I'm never going to let you on camera.

16:23

S… Speaker 1 (04)

We had her intro us at,

16:26

S… Speaker 1 (04)

she opened up TNC,

16:27

S… Speaker 1 (04)

an intro at our MC one year.

16:28

S… Speaker 1 (04)

And I was like,

16:29

S… Speaker 2 (04)

the hell was that?

16:31

S… Speaker 1 (04)

She had it memorized.

16:34

S… Speaker 1 (04)

It was perfect.

16:36

S… Speaker 2 (04)

Too perfect.

16:38

S… Speaker 1 (04)

So it doesn't mean she has an amazingly great at her job.

16:41

S… Speaker 1 (04)

She was the one that produced the Weebly video and all this stuff.

16:44

S… Speaker 1 (04)

She's fantastic at her job.

16:45

S… Speaker 1 (04)

I just won't let her in front of the camera.

16:48

S… Speaker 2 (04)

And she understood.

16:48

S… Speaker 1 (04)

She got it.

16:49

S… Speaker 1 (04)

She's like, totally get it.

16:50

S… Speaker 1 (04)

I've been in front of the camera plenty of times.

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S… Speaker 1 (04)

I'm over it.

16:53

S… Speaker 2 (04)

She wasn't offended,

16:54

S… Speaker 1 (04)

and we were clear from the get -go.

16:55

S… Speaker 1 (04)

Because you're too perfect.

16:56

S… Speaker 1 (04)

If you want to screw up a little bit more,

16:58

S… Speaker 1 (04)

fine.

16:58

S… Speaker 2 (04)

Fine.

17:00

S… Speaker 1 (04)

But you're not.

17:01

S… Speaker 1 (04)

You don't even know how.

17:03

S… Speaker 2 (04)

Right?

17:04

S… Speaker 1 (04)

So when we're interviewing and we're looking at the company,

17:07

S… Speaker 1 (04)

once we've identified the character,

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S… Speaker 1 (04)

You can work there if you don't directly align.

17:11

S… Speaker 1 (04)

We have people here who are phenomenal members of the team and they don't align with our character diamond,

17:15

S… Speaker 1 (04)

but they can't be offended by that character.

17:18

S… Speaker 1 (04)

They can't find that character that we are repulsive.

17:20

S… Speaker 1 (04)

If somebody just hates Forrest Gump and thinks they're obnoxious,

17:23

S… Speaker 1 (04)

probably not the best place to work because you've got a bunch of Gumps walking around.

17:27

S… Speaker 1 (04)

And then lastly,

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S… Speaker 1 (04)

design.

17:28

S… Speaker 1 (04)

The company's overall style and design are professional and perfectly aligned with the values and

17:32

S… Speaker 1 (04)

character of the brand.

17:33

S… Speaker 1 (04)

Note that when we talk about design,

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S… Speaker 1 (04)

we are not emphasizing the quality of the design because that's inherently subjective.

17:38

S… Speaker 1 (04)

What we are looking at here is congruency.

17:41

S… Speaker 1 (04)

Come down to needs improvement.

17:44

S… Speaker 1 (04)

The company has a professional style guide,

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S… Speaker 1 (04)

but the design is incongruent or contrary to the values or character of

17:50

S… Speaker 1 (04)

the brand.

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S… Speaker 1 (04)

You're fondest and serif and you're a gump.

17:54

S… Speaker 2 (04)

That ain't working.

17:57

S… Speaker 1 (04)

You got like some New York Times -y kind of font.

17:59

S… Speaker 1 (04)

What's going on there?

17:59

S… Speaker 2 (04)

Got me?

18:01

S… Speaker 1 (04)

So that is six -point brand audit.

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S… Speaker 1 (04)

I would keep that in mind as you progress through.

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S… Speaker 1 (04)

And when it comes to next steps and action items,

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S… Speaker 1 (04)

your action items are one,

18:14

S… Speaker 1 (04)

clarify your company's vision,

18:15

S… Speaker 1 (04)

mission, and values.

18:17

S… Speaker 1 (04)

No soul,

04

सारांशः

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