Chris Do sits downs with Founder and Creative Director, Yo Santosa for her perspective and insights into building brands with personality. It's a special late night edition of Unfiltered taped live in front of a studio audience.
This is a must watch episode if you are a graphic designer and want to understand the secrets behind building powerful brands.
Watch Yo's talk at AIGA Hecho en LA talk here:
5:22 What is branding and what isn't?
8:15 How to go from being just a designer to becoming a Brander? Become a Matchmaker.
10:00 How do you learn about who your customers are and turn that into messaging, colors fonts look and feel? Start with Words.
13:09 What is a Beautiful Word?
15:32 How to get a client to rebrand?
18:50 Why pay somebody if you're not going to listen to them? Credibility.
22:44 Whats the secret? How do you give brands personality? Start with a Name.
28:08 Work for a big company or have your own design studio? Freedom of the Struggle.
31:00 How did you come up with Ferroconcrete as the name of your design studio?
33:38 Is it hard being a leader?
35:06 Did you pursue any further education after design? What do you know about business, management, marketing?
36:58 Do you have any tips or advice for leading a meeting with a client?
40:54 Could you extend your principles on branding a business, to branding yourself?
43:06 Do you approach running your business like a designer or a CEO?
Ferro Concrete Design:
http://ferroconcrete.com
Want to learn more about #Branding? Read #TheBrandGap by Marty Neumeier. Here's the digital version:
http://ptgmedia.pearsoncmg.com/images/0321348109/goodies/The_Brand_Gap.pdf
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