The Brandangle.

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The following is the full transcript from the above video. 

"Hello, I've been talking to quite a few new customers recently about their websites and how to decide what goes on your website and how people will use it. So I thought rather than just send out my brand angle, which is something that I use and my customers use on clients use to make those decisions, rather than just share it with one person, I thought, why not just quickly capture it on video and I can share it with everybody.

So what I'm going to do is share my screen and show you what I'm talking about with a brand angle.

So here we are, just using my raw file in Illustrator at the moment. So a brand angle, because it's about your brand and it's a triangle. Often I will have people ask me, can I, do I do logos? And I say, yes, I do design logos. What exactly is it you need? And then they say, well, not entirely sure what I want it to look like.

So then I asked naturally the questions, well, who is it that is going to be looking at this logo that you want to attract business through? And that's where my conversations obviously.

And that's often where people get stuck because they think they need a logo, which ultimately they probably do, but they don't really, they haven't prior to that sat down and thought about what that logo is going to represent. So in my eyes, with my marketing background, your brand angle starts at the bottom is your foundation, your why and your values. So

Why are you doing this? This business? What are your core values? Who do you serve? And what do you want to do and not to do? Because your website, if it brings you customers, you need to guide them in a way that's going to suit them. But also it's got to suit you too, because if you create a machine that brings you lots of different customers, but you can't handle them in the quantities that they come in or via the channel they come in.

then that's not going to help you, that's going to hinder you. So those are questions that it's really helpful to jot down, make a note of and have a think about. And then once you know what your foundation is, then we're going to move up to the next block, which is your process, your how. So what is your approach when you work with a client? How do you work with them? What makes you different to other people?

Again, these questions are more for you to think through or actually, I haven't given this any thought before, but this could be really helpful for me and my customers. And then once you know that information, that then brings you onto, right? Okay then. So now we're talking about experience. We're talking about your what, what do you want to do? But sorry, what do you want them to feel? How should they perceive you and what's their journey with you? So

Are they just literally going to come to your website and find some information and then go off and do it themselves? Or are they going to then book a call with you? Or do you want them to meet you in person? So all of those things and how you're going to work with your customers really helps for you to then understand, right, okay then. So now also, if that's how I want to work and that's
the people that I want to work with. So now what do they look like? Who are they? And you can work out then who it is that you want to target. And that's where then I would come in. either you understand yourself, what colors you want and what the way that you want it to look, your identity and you, whether you favor traditional or modern design.

What's your tone of voice? Are you chatty? Are you formal? and what imagery, what kind of imagery do you think is going to support your message? So that top little triangle there, that is the stuff that a Graphic Designer will help you with and you can work out together, but they kind of need this, the first three steps to work out before they can then apply that. So once you know who your

targeting who you want to work with, then we can make your communications visually look appealing to those people.

Who your target audience are and your customers can be a massive subject all on its own. And it really does help if you know these first three steps to then working out who you want to, because you could work with a number of different people, but as long as they fit in with your foundation, your process and the experience that you want to deliver. all of these, these

points are good to talk through and good to have down on paper so that then when it comes to your visual identity, which really is just the top little bit, then you've got your complete brand angle and you're able to make all decisions based on that brand angle and those choices and feelings that you have about your business. I'm going to, that's pretty much what I wanted to show you.

I am going to show you my one that I've set up for myself just to emphasize the example if you've got time to watch. So we've now got innov8 graphic design brand angle. So my foundation and my why and my values are that I help people with color. I translate messages into communications, into visual communications. And I highly value, my core values are integrity, positivity, kindness and inclusivity. And then I choose to serve purpose driven businesses with a passion for helping others because it's good to help each other, and what I want to do and what I don't want to do. Well, I do want to guide and I want to educate and support people and support my clients so they feel like they're being looked after. And it's a more of a partnership than it is a one way service. Then that hopefully in the long term, through website builds, then builds a better internet, one website at a time. Because I can't do everything and I can't reach all people and neither can you. We are one, but we're ones of many. So whatever your values are, should be driving you and your business to reach the people that you want to help. Number two, my process.

So I use website health checks and help people understand how they can improve their websites. I run workshops for quick fixes. So a sort of bring and do where people can bring their laptop along, ask questions and we can do and troubleshoot while they're there. And I've got three training program pathways that people can sign up to to learn everything they want to learn about their website and how to improve it and get leads and customers through their websites.

and understanding inclusivity, inclusivity as a growth strategy is what helps me and has done for 22 years, get people's websites into the search engines and higher up in the search engines to deliver what you've got on your website for those people that are truly searching for it. And then the experience that I want them to have my what is supported, heard and relieved. So that's what I want them to feel.

I want them to perceive me and understand that I'm a professional, I'm expert with years and years under my belt of experience. I'm very understanding in how different people need to use different tools or how people work differently and have different learning styles. And then I want to take my customers on a journey from uncertainty and overwhelm to confidence and productivity.

There are so many people that in my industry that have need the services that I provide, but they've been burnt before. They've had really bad experiences, either they've not gotten what they thought they were going to get, or they were never told and understood what they were expecting in the first place for the money that they paid. And I am trying to bridge that gap and bring that simple explanation so that people can understand.

how they can improve their websites and that their websites don't have to just sit there collecting dust. They can be a tool that works for them to bring them customers. And then that leads on to, right, okay then. So visual identity, my look. Well, I'm very much of a nature lover and being outdoors. So I have a lime green, dark green and grays as my color themes. I'm very much like modern clean and crisp styles and I want this to be friendly, encouraging, and my tone of voice is very, very full of humour. If we can have a giggle along the way, that makes things so much easier. And lush green foliage in imagery, that's what helps and that's what makes me feel fresh and feel that I'm carrying through those messages. So that's pretty much the brand angle. And that's my example.

for you of it and how you can apply this to your business and the messages that you want to convey to your customers. And once you know that, you will find then that it threads through to everything that you're doing and then you can convey that to your customers and you will start attracting those customers that resonate with you, and then you're on to a winner.

I hope this has been helpful."