Today’s article is really special for me today. Also I’m going to share my screen with you, because already by the title, you have idea that what I am going to talk about, it’s all about Instagram. Most of the people, they say that you have to do this kind of stuff. You have to do these things. Then you will win at Instagram. You will have a huge number of follow ups, but do you seriously thinks that do they things matter for you? Have you tested them? I mean I’m running Instagram my since last year, I am, I have been growing over 10,000 followers or the over the last six months.
Only if I can do that, then anyone can do that. It’s not a big thing, but I have tested a lot of things as you are my audience that I have tested many things on you, whether it’s my stories, whether it’s my podcast, whether it is different type of tweets or whether it’s different type of quantity, post Or whether it’s my personal pink thing that everything that was a tasting point of view to understand how actually Instagram was so right now at this stage, I have got a clear idea that at least I have clear data that how you should look at the sternum Or what type of matrix you should look at the Instagram, because lot of articles are available there? They will tell you that you have to do this thing.
Go. Do this thing have a higher rate of engagement and you will have get everything you want. You will grow your follower or Knight, but this is not something that really matters. There are some metrics that you have to lose. There are different types of content you have to put. You have to test a lot of things type personally, for my all, the international clients I work specifically, there are some clients they wanted to grow their Instagram, so I consult them.
I help them to grow their their Instagram, so I’ve been testing a lot of things. So today’s article is all about the Instagram. How I have been doing everything that Lyndell passed a 6 month, the the actual metrics you should look at, then you can decide when you have to post or the venue how to put a different type of content. So you will get a clear idea about it. So we are not going to waste any more of time.
It’s just like summarization of whatever I did in the last over the year. So you will get an idea that basic idea that what matter you should look at how you should should be posting. How often should be posting, how you trigger that emotion, all these things, some a turn like whether it’s psychology, obviously I also play with the psychology of people, psychology or cycle objects larger of the audience actually.
So, ultimately, unless we trigger that emotion, we cannot get them to your profiles or get them to follow them, get them to follow you. So when you have to do it, you have to look at the matrix whether how much were account reach as to the audience people. So ultimately, what happens when you post something it shows to the five to ten percent of your audience if they like on the engage on their post, then that it goes to their explore, plays explore place to the story places then they’re, showing to start showing to Your hashtag and different I come so I’m not going into deep into it.
Obviously I have but deep knowledge about it. That’s why I work with the international clients and I have been getting a good result for it, so I’m going to show you a basic matrix that you should look at if that, no one, no one, maybe you will see this all type of content. The first time – but I really want to share this because I have seen like whether it’s my books around France or book reader friends, they have been struggling a lot of to get ultimately follows base or growing their blog.
So this is what I’m going to share it, so we are not going to waste any more time, will directly go into the my screen and have a look at it from that. I am really talking we are talking about so I have created some like. I have out of that 200 L. 200 post. I have selected this much for this only post, because I cannot make the article more longer. Even I don’t want to make it more longer more than 20 20 minutes.
So I had chosen some of the examples that I tested and I wanted to show you that the results – that’s pretty horrible, so let let me just start so. This is the first image where I posted about to myself in the few few weeks. Back about the I went on a trade, can I post on this image? You can see that the like, where around 500 likes. So this is what I really wanted to talk about, so the interaction where only 10 when the profile visit our spend the disk or is quite less because that was not that that was a good pic, but that won’t like that’s what is not something that will Went viral so even out of that 27 people we’re not for wearing following me, but you can see that even if the vh is 500, I got that out of nine zero zero and I converted 22 into follows like if you, if you have a business account, You can have all the metrics, you can look at it see.
The impression is 1000 around you in the from home from hash tag every step. This is pretty normal post. It’s not something that big or huge enough, but this is just a basic where I posted about myself and when I was talking about myself. The second, because this I posted about the podcast they’re like we’re fairly low, because obviously forecast is not something that big enough. So I don’t think that most of the people will understand it, but the matrix, even the matrix, is really really low.
You can see that 22 profile receives when the one website click out of that pose to eat you to quite beginner climb into 1000 peoples. Out of that 30 percent, where in following me, but out of that I converted into two followers now you can see the different type of content. What works? What not! But here the hashtag rage is good, very good, see next one. This is the trending post like if you have see you have seen this post a lot of time about the LinkedIn Facebook Instagram tinder, so the even the like is quite good enough, but this is what I wanted to show see that profile visit.
I got out of this from the hashtag or the film is 19, the post, which around 1000 people out of that 47 people weren’t following me, but see this number 10 followers I caught out of this 10 followers, and the reach is quite good. Impression is quite good, but I got 10 followers. I mean this is how I able to scale my everything like when I, when I test two different types of graphics when I tried to test trending post.
So this is what I look at. I got out of it only 10 followers, so it’s a good either post, trending top, which is always to go with the trend, and you can get a lot of followers. This is the latest post. I mean you have seen the books. You should read in the the fairly good likes, but see this. There were only system interaction ports to reach a very low, even the it out of that 8 % where in following, because most of the people have saved this post.
Out of my, like my followers, but seek this number out of that, I got like this. Screenshot is within the one or two are after posted. I pick so after that, even like in less than 24 hours. This is something I want to talk about. Like I got all those 27, I mean that’s a good number to look at it out of when I post something. So this is another post where I posted a caption, really really good caption.
If you have not seen that caption go and read that caption, so you will understand so fairly good likes got it. The post went good and out of this like from the hashtag, it was 500, but I got 19 follows 90, follows 21 profile visit and out of that 22 website collects I mean that’s a good. If you are converting a product, if you’re selling something, then you should type your own picture, or you should talk about your something that is more important for the audience by this.
You will get a lot of following this. This something like will straight a long back. Something I came across funny because I wanted to test how a maim or how a humour posed to works on the Instagram, and this works really good. I mean this is my first trial when I did at that time. So at that time I fellow follower count was very low. I guess I I was around only five to six thousand photos. I guess if I’m not wrong, but the follows out of that likes.
I get value, but look at these numbers. This poll – I I took this screen sorter at that time, so I can see you I can you can see the results you created it quite low, also but out of the 32 percent where in following but see look at the followers I got out of that Because everyone shared that post that went viral like ultimately that post went viral for me and I’ll this is the desert. I got out of that only post.
If I go into insights, I caught profile visit 1700. Around put, I got follows out of that. Converted. 172. I mean if you make something shareable content. If you make something that people love, if you make something that people can relate to, then you get a huge number, here’s something or dear future. This is something I returned a long time back. I don’t know my second or third year of my college, about talking about the few, how I look at my future wife.
So this is also went viral. You can see that the likes are pretty high, see these numbers, I mean literally. I got shocked up to show up for this thing this this supposed to after this post. I deceived around 7,000 profile visits. I mean if you write something good. If you write something relatable ten, you get a lot of things like see this number. I got two values: it’s seven thousand and that’s a pretty huge as compared to all the things and out of that I converted 72, the obviously it’s not dyed, but this is how I able to grow my icon.
So this is the latest post about the book review, so I am targeting every other factor like how book review post works, how were humor post walls, so we are talking about everything. This is a book review where I post Raider inside of the book everything you want to know about the book and why this book is important, see this. This is a quite low. After, like less than three hours I took this picture.
I just took the screenshot so profile visited, I got only 19th, but the followers I got converted into two and reach, and you can say the impression I mean you can go with the your own post also. So this is something I really wanted to talk about when you look at this matrix. This is the real matrix. You should take consideration when you are doing something posting now. You have a better idea that what kind of post you should do I mean now.
You have a clear idea what you can do with this: what type of content you should post on Instagram? How you should you can target your audience so hope you find this helpful, because this is the real matrix I see when I am growing the profile. Obviously, the other matrix are how many sales are there. How many shares are there how many hashtag is used and all other things? I will talk about that later.
If you want that topic, put comment in the description that you wanted. You want more details about that. How I look at it? How I, how I see so it’s not only about Instagram, I destroyed LinkedIn, I tested Facebook. I tested everything. Even I tested run running ads also, so this is something I came across that I have shared only like four. I insist it post on you, but I do have a lot of case studies that I can go on and on on and on, but you’ll get bored.
So I don’t want it. So this is some of the metrics that you should look when you’re making something. So that’s all for I guess today’s article, you hope you have enjoyed this
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We produce hundreds of articles a year and an increasing number of our clients have been asking for the raw Camera footage, after a project, This is quite common. If we’re Working with a design agency, who has article editing Capabilities in-house or a large organization with An internal marketing team, But it takes more than Just dragging a few clips around a computer to turn raw footage into a polished, professional edit Working with raw camera.
Footage for those not familiar with the technical and creative side of editing can be a battle. It’s time-consuming, confusing. Demanding and probably not the best use of your time either. So if you’ve been Landed with a hard drive full of clips from a shoot And want to know what to do: here’s a quick rundown of how to get the best out of your raw footage. What is raw camera footage? Raw footage is the Original unedited article that’s captured during filming It’s completely bare of any color grading, sound, mixing and editing, So it is literally raw from the camera Just to be clear.
The Term “ raw” also refers to an image format used by High-End cinema cameras, But let’s not get bogged Down at those kind of details, Because raw footage comes Straight out of a camera, it won’t look or sound like Anything you’re used to The colors may be slightly washed out or have a slight orange or blue tint. The sound might be echo-y or imbalanced. There’s also likely to be More footage than you expect And a lot of it might not Be usable such as gaps at the start and end of interviews or several cutaway shots.
Of exactly the same scene, Working with raw footage, Is a technical challenge, But there are things you can Do to make it work for you How to work with raw footage. Colors may appear faded or De-Saturated in raw footage, This is because the footage has not had any color correction applied, As this typically happens at the end of the editing process. And not in the camera, Once you finish an edit with raw footage, take a step back from it and take a look at the color with fresh eyes.
Look at the color balance. Is it too warm or too cold? Are the color saturated enough? Does the contrast need balancing If there’s already been A professional edit made from the footage Maybe have a look at that and see how the colors Compare to your version If you’re editing raw footage yourself, the audio will definitely need some work doing to it as well. Raw camera is not captured with a perfectly mixed stereo sound.
Instead, it’ll have a number Of mono audio blogs anywhere between two to 10 or maybe more, Each audio blog captures different audio sources with different microphones. For example, interview Subjects, speaking on camera will have that old. Microphone which will feed into one of the audio blogs Another blog may have a Camera-Mounted microphone on it to capture the general sound of a space, also known as a scratch mic The audio from the Scratch mic is only used when capturing general shots or cutaways.
So if you’re editing an interview or if the sound is too echo-y, try and identify the Scratch mic and turn it off Editing with raw footage, Editing raw footage. Yourself is a guaranteed way to put your computer through its paces. Our edit suites are of the highest spec and we’re constantly upgrading them. So if you’re thinking of Using an old Windows, XP laptop as your edit station, you Might want to think again If you’re going to be editing raw footage, you will need to have a Dedicated edit computer or at the very least A high spec, PC or Mac You’ll need lots of hard drive.
Space too, As roughly one minute of raw footage is the equivalent of one Gigabyte of hard drive space To put that into context. It’s about the same size as 2,000 Instagram photos, But if you don’t have a Fast computer to work with there is a solution. Most editing applications will allow you to convert the raw Footage into smaller files that put less pressure on Your computer processor, Known as proxy files, these Are temporary low-resolution versions of your raw footage? That you can, edit with Because they’re smaller in size, they put less strain on your computer.
Then when the edit is complete. With these proxy files, you can easily re-link them. Back to the original raw footage in the edit software and export Your edits in full quality, It’s a huge time-saver Being able to work with raw footage, gives you the freedom to reuse. Your footage from a shoot and get more mileage from your articles If you’re filming an event And want to get a bunch of testimonials to use in the future having access to the raw Footage can be a great benefit, But it can take a lot of time for someone with no editing experience.
To work with raw footage, So the perceived savings Of using someone in-house rather than a professional, isn’t always cost or time effective. However, we often edit with raw footage provided by either other Production companies stock footage agencies, Or even nonprofessionals, Whatever the footage we work, With we always turn them into perfect edits that Our clients are happy with The more handy tips on how to get the best out of your corporate article project subscribe to us on YouTube.
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Videos are truly an awesome way to get the point across. Any type of content from your business is important!
My name is Joshua Tango, George for those of you that are new to the blog I own, a social media marketing agency and a coaching business. Where I help you start your own social media marketing agency and how to basically get your face? Clients how to book your pipeline fold with prospects on how to scale your agency so that you can live life on your own tips and for those of you that have readed yesterday’s article, you will have found out that I am revamping my lifestyle design program.
Just with new information update the modules so that you basically get more value in a shorter amount of time, and one of the ideas that I had was to add live calls. So live sales. Calls with my clients good as well as bad. So I basically dissect the calls – and you know, give you some information of what I did right and what I did wrong so that when you actually start getting sales calls yourself.
You know exactly what to do. I want to say in every single situation – and I feel like that is something that is missing in a lot of core courses. I feel like a lot of the courses nowadays are very much theory based, and that might be because they don’t actually have that experience. You know the real-life experience or they just don’t feel comfortable, adding the sales calls and with that said not every single course is missing that you know.
For example, 30 days from a with Quentin, a yovan has got that and they do a really good job of explaining how that sales call goes and they’ve also inspired me to basically do the same with my course. You know to basically show you guys live calls of me. You know potentially closing clients and if I don’t close the clients, I still want to show it to show you guys. You know what I did wrong or what I did right and unless you just looking at them now, we know going through the because I have record all my sales calls regardless if I close them or not, because I want to see what am I doing and At what point am I winning the clients, trust or at one point, I’m actually losing the clients? And I want to basically improve on that point so that I can make sure that I don’t make the same mistakes again or that I don’t say the things that prevent the client from actually signing.
And while looking through these, you know, they see my old sales calls. It’s so cringy to look back at these old sales calls because – and I get the audio calls but the record in this article. So I can see myself reading from the script, and so some of the things like you can literally just you, can let’s see me reading off the script where beware by with – and you can hear me read, you know when you got that monotone voice like that Is less you what it’s like, but nevertheless I need to get through this because I need so basically, you know give it more structure and I wanted to dissect these for the course like.
I said and there’s basically three things, that I’ve noticed that I did wrong previously, that nowadays I no longer do and that really increased. My closing rates, in my opinion and the first one is what I used to do is talk very much about the time. It’s going to take me to get rich off the clients, so one of my face cause it wasn’t up where clients or potential up with clients and then actually close the clients.
And basically my hourly rates on awake at the time was fifteen dollars. And I thought that I had to basically because I wanted – I wanted eight hundred dollars a month for this, and I thought that I had to basically break down for the clients how I got to that eight hundred and the client didn’t even ask for that. I listed this like I opened this. Basically, what is it kind of way of myself and I basically starts breaking down how many hours a day I would spend on it, how much time it would take and how much effort it would cost to get the desired results.
When I now know that you should never talk about the time it costs, because the client list doesn’t care, they really don’t care. How long it takes you. If it takes you ten minutes or it takes you ten hours as long as they get the desired results, they are fine with it and an example for that is obviously like the dentist example, which is going round on. I think almost everyone has used this example at one point and where you know if you’ve got a toothache and you go to a dentist and a dentist goes okay, I can get this done in ten minutes and it’s going to cost you a thousand dollars you’re, Not going to say to the dentist all that’s at so you know a lot of money for a short amount of time, because what’s the dentist’s going to say the Vince is going to say, okay! Well, if you want, I can do the same procedure in four hours.
You know it’s it’s this. The result is going to be the same. Just that I’m just going to take my time on it. You know you’re not going to choose that over the 10-minute procedure, because the result is the same, and that is the way the clients see as well. They list we don’t care how long it takes you as long as you get a desired result. So if you can get them return on investments – and it only takes you one hour total a month – then they are fine with that.
So when you are speaking to your potential clients, never mention the time and effort it takes for you to get. That result only mentioned the transformation and, let’s see the result, that they are going to get okay. So the solution that you are providing to the problem, because every single client is at one point, so let’s say the clients is here and they want to be here. Okay, this is their desire itself.
This is where they want to be. This could be more appointments. This would be a bigger business. This could be, you know, less time spent on the business and more time working on all the projects, or you know it could be anything. It depends on what the client wants. Okay, so your aim is to basically provide that solution that gets them from A to B and they literally don’t care how long it takes you in terms of like costs and how much time it takes you to get there if you can get them to that Point they will spend that money on you and give you that retainer, okay, so talk about the transformation, so what they can do if they achieve that, and you know the result that they can expect from your service know about the time it takes for you to Do it? Okay, now, speaking of that, another mistake I made I’ve already brushed over, there is about the price and what you never should do, like I said before, is break down the price in terms of the result.
So I done this with one of my articlegraphy clients. I basically broke down everything KY done, whereas edits in the article when the end result was literally okay, a promo article of five minutes, and I felt like because I asked 200 euros for at a time for a five minute, promo article and in my head. I thought I can’t ask for five minutes. I can’t ask for 200 euros, but obviously it doesn’t take me five minutes to record article.
You know it. The end result is five minutes, but I needed to film for an entire day, which also cost me an hour to get there an hour back then a full day of film and it cost me my camera equipment. I’ve got the software that I edited on I’ve. You know it cost me hours of editing as well. So, like the whole project me, I might have cost like 48 hours and I felt the needs to actually break that down on the basic theme voice.
So I let you said: okay driving to location, two hours, recording footage, eight hours, editing two hours. I think Bureau four hours as Adhan. They collaborate in two hours and I really broke everything down and they they guys did do not tweet died. So I need to charge the battery so we’re actually half an hour late, an hour and nevertheless so, like I said they literally do not care how much time it takes you to do it they’ll.
If don’t care about all the efforts, you don’t need to stack. The value and all they care about is, like, I said, is the transformation and the result. And lastly, again another mistake I have made is basically adding on all these extra features and extras that they don’t necessarily want. So what I used to do is so my main service for those that don’t know is Facebook Ads. So I help businesses basically get more leads, more bookings or more sales by leveraging Facebook Ads and paid funnels, and what I used to do is because I felt like saying: okay, I charge 1500 for Facebook ads.
I felt like that was too much or too little, for you know, basically what I was asking for, so I used to add all these extras that they didn’t even want, like a list used to say, okay and alongside that will also manage your social, so will Make sure that your page grows will make sure that this content there every single day will make sure that the top of mind awareness and alongside that will also add additional report every single week or on demand.
We will make sure that your email sequence is settled correctly. We also give you consultation on influencer marketer and I listen. You stack all these random little extra features and they do not want that and because I I thought: okay, I’m basically given more value for the same price, but they do not care about all these extra features and often or not, they’ll think all that sounds a Lot of stuff, you know, I don’t know whether we can handle that we don’t know whether it’s going to be okay.
You know, I don’t know whether this guy can actually deliver on all these features and metrics etc. So that actually was it basically made. My sales calls so fair because I was adding all these extras, so my tip for you guys now today and you know going forward well, I’ve been doing it for a while, but absolutely no after seeing all these calls again, it basically reminded me of the offer That I’m given the clients – and you basically need to have like a minimum viable offer social thing that is literally minimal, so one solution or one transformation for the clients.
One thing that you’re going to do and you need to master that okay. So, for example, in the case of dentists, you’re going to help dentists book more – I don’t know dental implants, dental implant, clients on a monthly basis by Facebook, lead generation ads done. That is it okay! For that you know. So what you’re going to do is you’re going to get them more expensive clients and for that you’re charging them $ 15 a month two thousand a month, because if they get five clients from that which you can easily get them in a month time, they are All pretend K okay and then they basically they’ve gotten a return on investment, and that is all you need to do.
Okay, all these extras influence our marketing, etc, is not needed, and if you don’t offer that as a main service, just scrap it all and focus on the one thing that you’re going to do for that client. Okay, so I hope you got something out of this hope you enjoyed this article and if you want to know more about you, know social media marketing how to get started, how to get your first client etc. I offer a free, the scrawny core.
It’s a link to in description box down below and from there. You know. Basically I’ll show you, you know what you need to do to get started subscribe to the blog for more and I’ll. See you guys in the next article
I work on. These are Destined to be gifts eventually, I wanted them to all be similar because they’re Going to be for family members, I wanted them to have the same look to them, but I Also wanted to have a little bit of differentiation between them.
So I’m going to make the majority of the handles out of this curly maple and then I’ll be adding exotic hardwood segments, I cut them all to length and then I am Putting a diagonal cut in there, so I can insert the hardwood. I marked them so They would all be in a similar spot, but it’s really not critical of these are Exact because it’s not a set, I just wanted them to look similar. The accent Pieces are going to be red heart wenge, black palm and Osage orange.
I took Those pieces over to the belt sander since I cut them on the table, saw they Weren’t completely flat on that one edge I was holding in my hands. There’s a Little bit of movement – and I wanted this joint to be very tight because you’ll be Able to see in the finish scale pretty easily if there’s any gaps since they’re Such thin pieces also just for the glue bond. I wanted that strength. There Making a laminate out of some veneers – and this is going to serve a couple of Different purposes, the first is purely aesthetic I like to have a little bit of Pinstripe between the species of wood, also, since these are going to be Multiple pieces, I wanted to have something tying them together on the Back between the handle and the top of the scale, the way I oriented the grains Of this, wood is going to give them some extra strength, so there are ninety Degrees to each other, then that glued onto the back of the maple and the other Woods and there’s going to give more stability, while I’m working with it and Then hopefully, when it’s ultimately on the knife, it will too I slipped that Plastic wrap in there so that the pieces of veneer don’t stick to each other.
When the glue bleeds through when they’re clamped, while those are drying, I Turned my attention over to the pins that are going to go through the scales, I’m Using brass tube and I’m making a mosaic pin for these they’re going to be 4 Knives, so I’m cutting four sections of this brass tube. The way I make them, I Have to make them relatively short, because the epoxy won’t squirt reliably All the way, through, even with this length, there was a few little gaps.
I had to fill in after the pins were done for this. I’m Using TIG welding wire with the size of the brass tubes, these happen to Fit perfectly in there with three: it was a tight fit, so they weren’t going to wiggle Off center, when I started gluing them up, and it’s also going to have a nice Contrast between the black epoxy, the yellowish brass and then that White steel, With everything cut to size, I could start mixing up the epoxy.
This Is a five minute epoxy and get it at any hardware store the pigment I always use. Is it’s cheap? It’s readily available. You get it off. Ebay, they’re little baggies! Of pearl powder, like you, would add, to automotive paint, I use a syringe and Take the needle off and then you basically get some of that on the little Pieces of TIG wire and then you can squirt it in through both ends and when It starts coming out the other end.
You know that you’ve kind of pushed all the Air out of the system, the other thing I’ve heard of people using for the dye Is just Rit dye powder? It’s like a fabric dye have a try to myself, but Anything the colors, the epoxy, should work coming back to the scales you can See that those veneers that I had I cut up into small pieces, this I’m putting in Between the parts in between the hardwoods and the curly maple, I use Contrasting woods for those sheets of veneer, so you’ll kind of get a two Pinstripe effect and then I put the lighter parts into the darker wood in The darker parts out next to the maple, so to really pop a little bit more.
I put The pieces of wood on both sides of the veneer that way I could get more even Pressure and really get clamped on there well, when those had dried for a little Bit it was time to glue them into the the maple. I did this in two steps: Whenever you start getting these angles in there, it makes gluing them up a Little bit tricky, you can’t put a whole lot of pressure on them. Otherwise, They’ll tend to slide off, so it’s kind of a balance between getting just enough So that they stick together and not enough, so the glue joints weak, you can Get them to just stick together with the pressure of the glue, but I noticed some Of the ones I did that on especially on the second part, I couldn’t Get them to not slide, there’s a couple that kind of delaminated a little bit That I had to glue back together when I cut him in half and I’m wondering if Those weren’t, the ones that I didn’t clamp the other kind of funny thing that Those angles did was to the eye.
It was hard to make sure that the two pieces of The maple are parallel if they didn’t slide off relative to each other and Since these weren’t a whole lot wider than what I needed them to be in the Final product, I did need them to be pretty spot-on on there. I started Clamping them together and then sticking them on that flat piece. Of wood that way, I just maintained that as much thickness As I could to we get us work, it was some relatively tight tolerances.
I had Some extra to play with, but not a whole lot for a lot of things. I’m a Harbor Freight fanboy, but I would not buy a cordless drill from them. The batteries do Not hold a charge overnight. What I’m trying to do here is the pins had a Little bit of epoxy on the outside, just for me handling them. I needed to Get them back down to round and back down to the size they were before so They fit into the holes in the knives, so I’m taking it and just Chucking it up in the drill and running some sandpaper over it.
At this point, the Final dimensions are starting to get dialed in on the knife scale, so I am Making a template on the knife blank and it was really important where those Holes fell in relation to that diagonal stripe if they weren’t centered on it or If they were off, I thought it would really look funny in the final knife. So I was taking a lot of care to position those exactly where I wanted them and Then I’m trimming off the top part of the blank there on the table saw before I put the veneer backing on these.
I wanted to make sure that they were Really straight after that last cut, so I’m going back on there. I marked over With some pencil and then I can set them on their flat and whenever all the Pencil marks are gone. I know that I’ve hit all the regions that they’re all Level, for that part, that’s going to hit up against the knife. This was one of Those design changes that made it a little bit harder, but I think it was Worth in the finished product, the hard wood caps I’m putting on here, I would Have done it while the two sides were together, But I didn’t really know until I saw it with just the maple all the way up.
The Night, if I didn’t didn’t really like it, so I came back and trimmed them and put The caps on so at this point I’ve gone back and I have ground them flat on the Back a final time, this veneer is actually the second time I had to do. That I had some adhesion problems with the first one, where I didn’t get quite Enough glue in the joints, so the pieces of veneer were separating anyway. It went Back, I got those corrected and I’m using this tape.
In-Between and again, it’s just The same reason I used that plastic wrap the first time was that way, these aren’t Going to stick together, the veneer is thin enough that if you put enough glue In the joint it will bleed through and just that enough, that bleed through is Going to make it really hard to get them unstuck, after that, it was just a matter. Of letting them dry it till the next step here, I’m making a final set of tape.
Templates since the scales are at this point basically finished other than Their final shaping I’m doing a little bit different. This time. I thought I Would save some time by getting these scales to the exact right size before I Glued them on the knives. I thought this was going to save me some time, because when You put them on the knife and then shape them. You never to get scuffs on the Spine of the knife that you have to polish out trying to avoid that.
I think I took one step forward and two steps back, because I ended up having to shape Them anyway, I just couldn’t give them lined up exactly properly when you shape Them on the knife: it takes away all of the wood right down to the steel, a Little bit the steel too, but it makes that fit really precise. At this point, it’s Time to attach them on to the knife and start making the holes for the pins to Go through I’m using just regular Brad point wood drill bit, but I’m making sure That it’s pressed up tightly against the backing plate because I’ve had a lot of Instances where I’m coming and the scales are basically completely done.
And then I bust, through them, with the drill Bit and blow out a bunch of grain on the back, so you really don’t want that to Happen so I’m taking all the precautions I can against it after I have the one Side done, I flip it over position it and then I’m putting the pins all the way. Through that way, they’re going to be in their final And this is another thing where, if I shaped them, when they’re already on the Knife I can just glue one side down and drill through and then glue the other Side down the pins go right in, I don’t have to mess with having them in there.
Anyway, so I put the pins through and then I’m marking around the edge Figuring out where I want the top of that to be, and I’m going to take it over To the belt sander to get those exactly where they need to be, since there was Quite a bit of that extra hardwood on the very top I didn’t use the belt Sander to get the tops, even I came and used a handsaw just to get the Majority of the material cut off so I could shape them, so it was kind of Interesting and doing four of these at the same time, usually I don’t do any production runs of anything, so I’m always just doing a one-off and it’s Just kind of a fun creative thing, but when you start doing the same thing and Even just four times over, you start seeing the little tricks and you just do.
Each one a little bit better and you can really progress with your skills on on Whatever you’re doing in a way, you can’t when you’re just doing one at a time, The other thing I really noticed was how much time it takes to move from tool to tool And step to step when you’re just doing one, I didn’t really think about it. That Much but you know you’re spending a lot of time getting stuff out putting stuff Away we’re in this one: it’s you get it out, you do it four times and then you Can move on to the next part? At this point, I still think that I’m getting These scales precisely finished before I glue them on the knife, so I’m going Through getting them to the final thickness, no matter how you do it, you Have to do this top part and get it finished before you glue it down on the Knife, I clamp the two pieces together that way they would be exactly the same.
Heading back to these pins, I’m just using a dremel to cut them off to size. Each pin had a knife’s worth so three pieces trim them down. You can Ready to stick in there using the same kind of five minute, epoxy that I was Using for the inside of the pins, this time, of course, is not colored, but going Through getting a little bit on the pins a little bit on the back of the scale, Then glue down since they’re shaped pretty closely I can do both sides at once, but it mixed up only enough epoxy for one of these at A time I definitely couldn’t have gotten through all of these in five minutes and The stress factor would have gone way up if I was trying to move that quickly.
So Figure is better to just give myself a little bit of extra time and just mix up Enough for one or two at a time, the final one with the Wenge insert It definitely would have tripped me up and made the epoxy set up too quick. It wasn’t fitting quite right: the holes had gotten a little bit misaligned when I was drilling him, so I end up having to hammer them on and there was a little bit Of a crescent on the bottom of one of the holes, I filled that in with epoxy Just because Lowell was a little bit too big on one side, so I could make it fit.
Through all the way with all of them, I made sure to get as much the epoxy off Beforehand as possible, before it cured here, I’m setting up to grind the pins Flush with the handle I like to let this stuff sit overnight, because you build up A lot of heat, even if you’re careful to switch around the five-minute epoxy, will Feel like it’s set, but it’s not quite fully cured. You can blow it out and make The pins start moving if you get too much heat in there so better to let it Sit for a while this is what I was trying to avoid when I made those scales The right size – and I just couldn’t get the fitment quite right, so I came back And I end up having to grind the back of the knife down a little bit to make him Exactly flush, I was coming up on my Christmas deadline.
This is actually a night or two before so I needed a finish that was going to work. And it was going to work on the first time whenever I need that I always go to a Wipe on poly the film thickness isn’t really thick But since these are going to be chefs, knives are going to be getting wet, getting Water on them, so I wanted something that had a physical barrier between the user. And the wood on the knife so yeah wipe this on.
I sanded between coats, just a Little bit with a high grit sandpaper, I did about three or four coats on there. And let them dry in order. We have the red heart. First, the Osage orange Which is a really cool, curly piece of wood, the black palm, which I thought Turned out really beautifully and then finally in the wenge, these are some Really satisfying ones to make the curly maple really popped, and you can really See the grain the pins turned out really well in the Past I’ve had issues with the parts on the inside being a little bit.
Off-Center But with how those fitted there, they just fit it in perfect doing these over I think I would have tried to put a piece of the pinstripe between the Hardwood cap and the maple body, it was just a little bit too finicky for me to Try to take on with them already split down the middle, but a little detail in The end and I really like how they turned out, I wanted to thank you guys, For taking the time out your day to read my article, I do really appreciate it.
If you liked it hit that like button, if you haven’t already I’d love to you, hit The subscribe button to get more and also it really helps if you share these If you know anybody that would like this article, hey everybody, I want to let you Know that I’m starting up a patreon campaign, if you guys, are feeling Generous I’d love it if you’d check down in the description, there’s a link down In there to my patreon page, where you can donate otherwise, I really appreciate Your continued support, just by reading the articles.
Thank you.
Knives and daggers are awesome! Plain and simple, right? Let me say, I enjoy my dagger collection with a little music playing in the background.
I am going to share how I am going to be using the deluxe monthly planner from Erin Condren, and I actually purchased myself another one, because the one that I previously had was the full year of 2020 and what I’m using it for. I actually need like now like the months now so anyways I did a little well. I did a little shopping because I am going to use a couple of these items, but actually a lot of these items all of these items.
What am I talking about in the planner, so I figured, I would just wait and show you guys, so I got this little flair thing. This is one of those little drusy drusy. I don’t know how to say it can someone. Let me know in the comments like how you say this, because I’ve been saying it, I’m probably saying it wrong. Let’s see here, did you do here? We go. I actually have the white one on my wallet, but I got the black one because I just don’t know I thought it was cute and why not right? I also got a Polanyi pack, it’s just great, so I am going to take this out.
Okay, I need like a garbage pile over here, so I figured I would put this on here because you know the cute, the cute. Alright, I got this so I could put all my stickers inside of it and then let’s go to this. This is the actual planner that I’m going to be using. However, whoops there’s like a little these kind of pop off, sometimes um. However, they did not have the option to have this like school, one in the monthly deluxe.
So I had to purchase this separately, which is totally fine, so let me rip this guy off do do if you guys want to see my other monthly deluxe article, which is going to be like way more in-depth than this one feel free to click. The little link in the card right there and yeah okay. So let’s snap on the new covers and then I’ll explain what the heck I’m even using this planner for this year. It’s always easier like for me at least it’s easier.
If I go like this all right now, we’re ready to go all right. I just got a random new cover. Okay, so here we go um. This is for FHS, a class of 1999, a reunion, and yes, my 20-year reunion is this year and I am on the planning committee, ha ha, ha ha ha ha ha right, so hey grace, so the monthly deluxe I thought would be awesome for this. Our scheduled event is actually happening in October and I believe it’s October 5th and yeah.
I really don’t need the rest of these months, but I have like all the notes pages, which is fabulous and I purchased a little pen holder as well, because I thought it’d be great for that, because we have meetings and stuff like that with, like some of Our vendors and all that good stuff, oh this, should have been like way higher hold on. Oh, it’s still work. I don’t know. Maybe let’s uh, let’s see, ok, because I want to put this a case of pocket on here and it’s going to be like tighten.
Okay, I also got these. These are the two large corner pockets. So let’s put these babies on, and I also have these on my Erin Condren life planner that I’m using for this upcoming year so yeah, because I’m a person that never never never actually writes on these. I wish I was that person, but I am like clearly not so yeah and then let’s open this bad boy up over here, I’m going to use this one right here and then all right.
So we are good to go right there, okay, awesome, so I also got some other things for this planner. I don’t know what I’m going to use. These are like little graduation, wah she’s from my old Etsy shop. I no longer have the Etsy shop, but I figured I would pull a couple of those from my old stock. I also got this one. I thought was super cute from wanton and a million it’s a little like graduation, one so funny, and then because of my mascot in high school was the Tigers.
I found these and I just thought they were super cute, and this is a company I had never purchased from before called a plan and go, and then these were just like little tiger heads. I think she had ones that were like tiger heads, but like invent boxes as well so anyway, but I thought that these would be really cute to mark out like no sending emails or whatever. Also, I got a few things from plan to plan sticker coat.
I’m not sure what I’m going to use, but you know whatever. So there is some like crayons and school buses, also like little person writing emails, because that’s kind of how the whole committee is communicating. We’ve got like our drinks and then also we’ve got like little apples, and then I thought this would be really cute too so yeah. So since I’m only using this for the rest of 2019, I am going to pull out what I don’t want in this planner, because I just don’t want it to be like really bulky, if I have to take it to like meetings and stuff like that.
So this might be a little sacrilege, but you know what I’m pulling out pieces of paper. I was thinking about uncoiling and recoiling it, but that just seems like way too much of a problem, so we are taking things out of the planner and all I really need here is well. I don’t even really need this to be completely honest. I just take this out yeah, I don’t care about this. Okay, bye-bye look read me: destroy a planner.
Yeah. Okay still want this, and then I want the July tab. Obviously, okay and then the reunions happening in October. I will keep November, but December yeah got ta, go all right, I’m just going to rip out some pages right now, so maybe I’ll like lay some music over this, because some of you are probably like crying reading me do this, so I apologize all right. So I’m done ruining things you guys can look now anyway, so I got up to the very end of the last month.
That’s in here, which is June, and then I’m going to keep the notes pages that were part of the June thing and then over here are more no well okay hold on ripping things out again. Sorry guys don’t need this and I really don’t need it because it just has that on it. So I’m really just getting rid of one notes, page so yeah, but then all of these our notes pages so yeah, I’m so excited yeah. And then you got the stickers which I’ll keep in here and then you get the folder and then I put these little guys in there as well yeah.
So this is this: is my new planner, I’m so so excited, and I am going to be doing a some decorating in here at some point I don’t know when, but at some point I will and I’m really going to be excited to share with you guys. This stuff and then what I’m going to do I’ll just get it all set up right now, someone I used these put them in here do this is like a total reminder to myself, but I need to email everybody like like now so yeah.
I am all set and ready to go for my reunion, this fall yay so anyway, and that is it for this article. I hope you guys enjoyed it. I just wanted to share with you guys of what I was going to be using mine, for I know, there’s lots of different uses for the Erin Condren deluxe monthly planner, if you guys are interested in the Erin, Condren, deluxe, monthly, planner, or anything that you saw Today, in this article there are some links down below for you guys.
I really appreciate when you use them really helps out my blog and then Doyle’s bacon budget. Clearly, all of the sticker shops that I mentioned, I will also link down below for you guys, if you’re interested in checking them out and yeah. I can’t wait to start using this once July hits cuz. It might be July by the time you see this, I’m not really sure so anyway, I am going to jet. Thank you guys so much for hanging out with me today and I will see y’all in the next article bye guys.
Por un can quería empezar a la siguiente manera canalizada de bollywood sepultar, a los polos y tu, mano 2 engancha gratis se taparía manzarek y se, puede empañar y voy, a los polos y tu sangre sana potencial bottini en google web search of vision and y pagado Que se tengan pasar [ Música ] si me dicen ser sepultadas por más [ Música ] y motivo, tenía mi maldita y tal, se sube la mano viene ante vélez, [ Música ] y botón, william de la uncaus por los locos por, los discípulos salgan y me.
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What’s going on is Casey from Casey sounds calm, so today’s article is learn from my mistakes. So if you’ve been keeping up with the articles that I’ve been putting out, you would know this put a article up about having your own website. So in that article I was talking about why you should have a website and why it’s a good thing to have made you look professional and you can make it your home page and you can make it branded and all that good stuff yeah.
It’s just positive. Just all positive stuff, but in that article I didn’t mention the fact of you could possibly get hat, which is something that’s happened to me in the last week within the last week. So what happened was? I was super net. My website doing all this added some new stuff to the blogs and Supan up the SEO, because I obviously I want to rank higher for selling beats and mix and mastering so I thought to myself.
Let me just put Casey sands in Google search and see will come up. I’ve done that and then clicked and then I could see the description box saying something completely different to what I saw and you can imagine I was devastated. But at first I didn’t realize that I was hacked. I didn’t realize how much I would have to do to get it back up and running. So when I, my Instagram story is talking about it and kind of like laughing and joking about it.
Some updates to my my website and sorting out the SEO and stuff like that yeah. So I thought, let me just put a quick search in and see what comes up for the description theme. Look what it says after laughing and joking about it, I think about couply. I was laid up. I realized that had been hacked and it’s going to cost me quite a bit of money to sort and this I could do myself, and so I got on the phone to my web hosting.
They quoted me a price for them to fix it, and I was just like wow. That’s a lot of money. I thought is just going to be like a little plugin. That’s cause my website to crash. So I’ll. Just talk to my web host a they said to me that I’ve been hacked and is malware on my actual website, so I’m using the WordPress plug-in, which is something I spoke about in my article saying that yeah you should use this plugin as well.
I don’t get me wrong, the plugins nicest it looks the part, but then is also these other factors that you need to think about and have in place to make sure that you don’t get hacked and that your security is up to scratch watertight. So I spend a good couple of days researching how to get rid of malware, what plugins used to get rid of the Marwin of WordPress back-end, and it set me back. It did sent me back good couple of days.
I had obviously other people’s work, gigs mix and mastering to do and stuff. I wanted to put a new tube that I couldn’t cuz. I put it on the back burner just to sort this website out, because I didn’t want people to go in to put Casey sands in or go and look for beasts and then click on it and then cedar. I’m selling because something completely different, which is not good for a first time, client or first time, man.
These are so this articles. It’s about you! Learning from my mistakes, don’t make the same mistake that I did if you want, if you’re wanting, if you’re running a WordPress website, make sure that you’ve got all security that you need, you’ve got your malware protection. Your backing up your website, changing your passwords regularly regular! I’m not hundred percent how they had they managed to hack me when I spoke to the web hosting they said.
Is it’s a common thing malware to get on there? So now I’ve got all the security up to date. Passwords have been changed, it’s something that I want to do regular, because I kind of like put a password in and forgot about it. I wasn’t updating it regularly. I wasn’t backing it up, which is something which I ain’t going to happen again, because I’m making sure that I’m on top of it, because that took so much time and effort just trying to get it back to normal and have my Meta Description.
Saying what I sell, beats and mix and mastering services so yeah, please make sure if you are running a website, WordPress website that you’ve got all the necessary security, malware protection web hosting security. Even if you have to pay that extra bit a month. Do it because trust me, when you get hats, it is devastating and it takes a lot of time to get it back up and running it, and you also cost a lot of money which you might not want to pay out.
You could use that money on creating ads or buy studio equipment. Yeah just learn from my mistakes. Don’t do what I did him up and his scrambling got any question, I’m always replying to questions and my DM so feel free to hit him up on. In start, if this article has helped at all hit the like button, hit the subscribe button and hit the notification bar, so you get notified any time off with a new article as per usual.
We need to familiarize ourselves with what these are and then relate them to the branding stories that we tell so some of these conventions are first a central premise. The central premise is the whole point of telling a story in the first place. Basic story, premises are things like power corrupts or bad people can be turned good or saving the world is worth the effort or even love.
Conquers everything premises tend to be easily identifiable universal human themes. A clean premise is when it’s easy to say what a story is about in just a few sentences when it comes to branding the premise, will always be an aspect of a brand’s promise or value without a premise, a story just doesn’t have a point. The second convention – strong three-dimensional characters after the premise has been nailed down the story.
Development process moves to developing strong, engaging and believable characters who an audience will come to care about in even Route 4 and branding a character can be a little character that you develop to represent the brand think about things like the Pillsbury Doughboy Ronald McDonald. The compare the market meerkats, the Green Giant, the Michelin Man in the PG, tipps monkey or a character can be a brand’s personality.
The cheekiness of John Smith lager the irreverence of tango, the elegance of Jaguar, the integrity of the body shop or the no-nonsense nacinda pendant newspaper. A third convention is something that I call the confined space and few things are as confined as a hundred and forty characters of a tweet or the standard. Five hundred to a thousand words of a blog post or sheet of a4 for a press release or three to five minutes of a YouTube article for a story to have a chance of making a point and has to eliminate all extraneous details.
Focus on one points and a character or a group of characters who has a good reason for existing a story that wanders around is aimless or unfolds into a series of unrelated circumstances will only confuse an audience with useless details. The fourth storytelling convention is having a protagonist. Traditionally in storytelling, a protagonist is someone who is on some sort of a quest or undergoes a transformation.
The role of the protagonist is to carry the audience through the story, which is why this is the most important character. The protagonist sees more clearly understands things sooner, makes the good guesses more often and takes the right path when everyone else says he’s crazy. Harrison Ford has made a career out of playing protagonists characters we or other characters initially may not like, but who ultimately changes for the better han Solo.
Decker from the Blade Runner Indiana Jones are all classic protagonists. Brending doesn’t have this kind of protagonist and branding the protagonist. Is the problem the need the requirement or want that your brand promises to solve for satisfy a brand protagonist in this light can either be explicitly or implicitly stated if Brent X wants to convey the convenience of international banking having branches all around the globe? I’m stressing this too globe-trotting explorers a business people, the inconvenience of not having such a bank is usually an explicitly stated protagonist.
Most service companies explicitly state the protagonist in their stories. Luxury beauty and fashion brands typically use an implicitly state. A protagonist Brand X will make you feel youthful what’s implicit is that its audience feels insecure about their gray, hairs or wrinkles or weight or whatever it is? They feel insecure about that and security is the implicitly stated protagonist. Think of these as the elephant in the room that no one wants to actually say is there.
Another story convention is called an antagonist. An antagonist is someone bent on stopping the hero or the protagonist of a story. Your antagonist s, –, are your main competitors. Few brands actually name their rivals in their stories. However, they’re usually clever clues in clues about their identity at aardvark. Our antagonist, unsurprisingly, were major labels. All we had to say was we listen and we learn and our audience knew exactly who we were talking about and how we were different.
Another story convention is called an arch. An arch is like a bridge. It gets you from point A to point B. Your story is about fulfilling a need or a problem or a desire. If your brand satisfies a problem, the arch is a person going from having a problem to understanding that your brand will solve that problem. If your brand is fashion-related, for instance, the arch is going from not knowing what to wear to the office party to seeing that dress, causing a stir.
Another arch is someone who is bored of all their article games in thinking that your article game is just what they need to relieve their boredom. Every story needs an arch. Another convention is conflict. Typically, a story needs conflict for branding. I say a story needs resolution. If the arch is the bridge resolution is the final destination, it’s the engagement with the brand, whether that engagement is a purchase or acquisition of certain services.
Well, this isn’t a story element. It’s the outcome. A branding story always aims for as a set of conventions. Each one of these seven has its role to play in conveying relevance and uniqueness to a brand story’s audience. So, to recap: the story is comprised of seven elements: a central premise, a three-dimensional character, a confined space, a protagonist and antagonist an arch and resolution. We will be exploring these in this lecture, as well as the following lectures within this unit.
Keeping these seven elements in mind in this lecture, we will be exploring two critical aspects of storytelling, developing an understanding of why storytelling establishes audience, connections and developing an understanding of strategic storytelling element. In addition to seven storytelling elements, strategic brand stories conveys six levels of meaning and I’ll briefly introduce what these are now.
The first is the attributes of a brand, in other words, what it is that makes a brand different and unique. The second level of meaning is the benefits of a brand. The third is a brand’s values. The fourth is a brand culture. For instance, a pehoe Apple has a culture about innovation. Jaguar has a culture of luxury and elegance Minnie’s ministry of sound has a culture of fun and hedonism. The fifth is the personality of a brand in the 6th level of meaning is understanding its audience through tone of voice vocabulary.
Images, music – in other words, all of the things that a brand story uses to convey, meaning. So, let’s spend some time exploring brand attributes brand attributes address specific aspects of a brand. In other words, they signify the basic nature of a brand. They are a bundle of features that highlight the physical and personality aspects of a brand attributes are developed through images, actions or presumptions.
They are a collection of characteristics, personality elements and associations that make a brand uniquely yours boiled-down. It’s what you bring to the table that no one else can attributes convey. Uniqueness attributes, convey uniqueness and distinctiveness. Attributes can also convey a brand’s value and its promise understanding your brand’s attributes helps you define the confined space. Your story must work with them.
You can think of this element as a filter filtering out everything that is extraneous to your brand story. To keep it on point. You can also think of it as a boundary or a frame for a conversation. Keeping your basic story focused and concise within a brown story. Attributes will always be the central premise. Specific attributes can also be the three-dimensional character, or sometimes even the protagonist, which one it is will depend on the story you want to tell and that story’s point the attribute you wish to tell a story about may also influence how you want to tell that story.
In other words, determine whether you’re confined space will be a short article, a blog post, a press release an image, a some of the form of communication. With your audience, understanding your brand’s, unique combination of attributes helps you establish it convey the following things: you are different. The clarity of the message you want to deliver to your brand story, the perception and audience has of your brand.
This perception should be heightened and strengthened, strengthened by every brand story. You tell or brand experience that you share two-way loyalty. Your end of the bargain is not wasting your audience’s time. Each and every story you tell or experience you share has to be meaningful and relevant to your audience. Your loyalty to your audience should, in the medium to long term, result in your audience being loyal to your brand.
To illustrate the point about Brown difference on the screen or two very popular brands, of coffee, keeping the concept of difference in mind. They are at the end of the day, both just cups of coffee and your opinion. What makes one different from the other, what Association do you have for each one of them think about the brand messages and their advertising, which one do you listen to and why? How does the branding messages for each influenced you do they do their messages influence? You spend a little bit of time thinking about this pause, the article here, if you want to spend a few minutes just thinking about these, your answers to these questions you’ll be answering similar questions these in the scenario and the template exercises that accompany this session brand Benefits are about what it is.
Your brand does if a brand exists to solve a problem than how exactly does it solve that problem in a way that no other brands can if it exists, to fill a void or a need or desire, then how does it fill this in a way that A similar brand can’t what positive experience action or outcome can your brand provide. This is another aspect that relates to the central premise, part of the story. It is also the arch that leads to a resolution.
Brand values explain how you can prove what you can do and why you can do it better than your competitors without a unique value proposition. Your brand lacks focus and leaves an audience confused. The more value that your Brown brings to the market into an audience. The stronger your brand can be. This needs to be something beyond a profit motive. Why are you passionate about what it is that you do? Brand values relates to the protagonist element of your storytelling.
Remember in branding the protagonist is the problem the needs requirement or want that your brand promises to solve or satisfying solving or fulfilling is its function and its value to get to the root of your brand’s value. Ask yourself these following questions: who are we? What do we stand for? What do we do for our audience? How does our audience see our brand and what do they think it stands for now enter your story’s protagonist who solely exists to answer just these questions, the central premise of your story solely exists to allow the protagonist to answer a specific question.
The penny has probably started to drop why this approach is more powerful, more effective than merely bombarding people with just the standard by this message and why we’re spending so much time in the first in this first lecture for this session, covering story to storytelling, hopefully, you’ve Begun to see the relevance between the seven storytelling conventions brand attributes and how strategically produced brand stories can use these to create associations about a brand that links to memory.
If not, don’t worry this, this is a theme that will be developing far more fully over the next couple of slides. So what is this thing? We call brand culture. Let me spend a little time answering that by outlining what creating a brand culture actually accomplishes, a brand culture creates a sense of community with this audience. It’s the shared aspect of storytelling and all of the elements that go with that story.
Each element speaks about your brand’s: they create associations that should mean something and stand for something. It’s the act of sharing, whether it’s experiences, knowledge time, advice, ideals, beliefs or things. All of this creates a culture or an environment. A brand culture creates an experience with its audience. It’s actually audience focused. It develops a sense of empathy. A brand lets its audience know that it understands what it is they want need or requires.
A brand culture also defines your brand’s ethos. It is the proof that you walk the talk. It’s the proof that your motivation isn’t all about the money that there is a genuine passion on your part for doing whatever it is that you do this aspect links to your stories, central premise. It can also be your story’s protagonist and also its character, which one will again depend on the story that you want to tell and the reason why you want to tell it okay, so what’s brand personality, all about then Brown personality is it’s a set of human Characteristics and attributes that are attributed to a brand name, it’s something to which an audience can relate to you at an emotional level, and this is the added value that our brand gains, apart from its functional benefits.
Think again, back to that Dyson example that I gave just like any other Hoover, but when you really start drilling down into it, it’s all about the lifestyle and actually not just owning a Dyson but having a Dyson home brand personality is a hundred percent about the Three-Dimensional character aspect of your storytelling: this is something we’ll be discussing in greater detail over the next few slides.
Why is having a brand personality? Important? It’s about establishing a perceptive difference in uniqueness, using personality archetypes gives your brand to personality and a story that everyone can understand and relate to both internally and externally to your business or your service. Art fork records personality was kind of like the older, older brother or sister. You want it to be when you group, when you grew older or a cool, older, cousin or a hip uncle most families have one of these.
Their tastes are a bit ahead of the times, but they’re unquestioned when they speak. Everyone listens to what they have to say. They don’t follow trends, they make the trends they had, that undefinable and unquantifiable it or x-factor, and yet they remain very grounded and very down to earth. They’re, not arrogance, which kind of makes them even cooler. They also like to share. It was the right character for the company and one that worked and still works incredibly well, once established, it was a brand personality that worked across cultures and geographies that cool family member personality is universal.
Considering the majority of record labels, don’t even have a brand personality. The fact that aardvark had won much last one that worked well, may the label stand out in a very positive way even more. It was no accident that the label attracts the audience that it does. We were very clear about who we were as a brand. What we had to offer and why we were passionate about the business that we were in our brand stories in character clearly delivered the message.
There are five basic dimensions of brand personality which you can see here on the screen, and I apologize again. This is part of the reason why I split this overall lecture into two halves. I’m heating you with rather a lot in this one so between you know, seven but storytelling elements, six levels of meaning, and now we have five personality dimensions in the table. You’ll see a dimension name like sincerity and the traits that are most often associated with that dimension.
In the case of sincerity, the traits most often associated with sincerity are dermis, disa, t, honesty, genuineness and cheerfulness. This is an area that has undergone extensive research for decades. Hence the identified traits associated associated with each one of these five dimensions. You are quite literally looking at the results of hundreds of millions of pounds worth of marketing research.
While this money and interest spent on brand personality, people make purchasing decisions based on any number of associations, they have with an individual brand and companies spend millions on advertising and marketing activities so that they can influence what those associations might be. Just as we each choose. Our friends, based on their personalities, brands, can elicit the same sort of response and consumers understanding your brand’s personality will transform how you approach an audience.
It’s also one of the fundamental foundations of creating a branding community. Let’s look at the first dimension sincerity. Consumers interpret sincere brands, is being down-to-earth, honest, wholesome and cheerful so using, I don’t know julia roberts as an example of a actor or actress brown, but the house sincerity associated with it sure some people will find julia roberts annoying, but most people find her endearing.
The kind of woman you could sit down with for a chinwag at the kitchen table next up is excitement. The most exciting brands are daring, spirited, imaginative and on the cutting edge of things not only are Burton Snowboards on the cutting edge of technology and performance. The products bearing the burden names are designed with their audience and minds, funky, graphics and for thinking designs make Burton a leader in their competitive industry.
Next up is competence, reliability, intelligence and success are the traits best associated with brands associated with competence. Even in these trying economic times, there are a few financial service firms that still manage to play well in in an audience’s mind, Ernst & Young is the stable, successful smart guy next door. Who can tell you how to transform your business? Sorry for the sirens? It’s just proven to be one of those days really.
Next up we have sophistication a brand that is sophisticated, is viewed as charming and fit for the upper classes. When it comes to esteem, in seemingly eternal longevity, the chanel brand is unequaled in good times and bad. This brand remains strong as a symbol of life lived in all the right places, doing all the right things last we have ruggedness. Interestingly, an audience picks up on this personality dimension quite well.
Rugged brands are seen as outdoors in tough. The North Face has built an empire by outfitting people who actually do Chris carry things outdoors as well as those who just want to look good now. In most cases, a brand only has one dimension. There are others like aardvark, who have more than one and I’ll explain how this works overall, aardvark mixed sincerity with excitement, both of these dimensions captured its brand personality.
Now, where things get a bit, tricky was defining a dimension for aardvarks different audiences aardvark, not only releases albums within staggeringly different music genres. It sells music to the public and to other companies, so taking the first part of that first selling, music to the public. We couldn’t brand our alternative rock releases, the same way that we branded our minimalist electronica releases that it just wouldn’t work.
Alternative rockers, wanted, ruggedness and excitement. Minimalist electronica lovers wanted sincerity and sophistication with the Dasha competence. We reflected each tribes, dimension, preferences and all of our branding messages to each all the while making sure the overall look feel and style were congruent to the overall aardvark brand. In other words, we played with various aspects of the overall brand character and personality and tailored each to every genre of music that we released.
The fun was in developing an overall brand personality and character, an umbrella or master personality, as it were. That could enable us to do all of this. An additional layer of complication was licensing and selling our music Jude’s strategic business partners. Partnership deals with international music download providers, other record labels, other music publishers and people who rented our music for television, film and gaming game production companies was a large part of the overall business and it would have been really inappropriate to send another business.
The same kind of branding stories or have the same kind of branding character as those that we sent to the public when it came to our business partners. Competence was the defining personality dimension with a dash of excitement and sincerity, and if this sounds like having multiple personalities, it kind of is most entertainment. Companies do have multiple faces. We have to it’s all about understanding the wants and needs of the various tribes who make up our overall audience in what’s meaningful and relevant to each one of them.
If you go on to own or handle a company, that only requires one dimension, be very, very thankful and be very, very grateful. The point of the aardvark example is this understanding these characteristics for your brand’s, but, more specifically for your audience, support you in framing your strategic branding, storytelling, okay. So what is brand audience you’ve already done a bit of reading about this and you’ve heard it and wanted to the articles that you viewed already an audience is what we used to refer to as consumers or customers.
An audience is also composed of distinct, individual tribes. What we used to refer to as demographics, traditional marketers, still use the terms, consumers, customers and demographics? I don’t it kind of a lot of the kind of newer generation of marketers. They don’t either. Is that I’m not alone more and more marketing people have begun. Abandoning those old fashioned terms for audience and tribes, so why would we do that terms like consumer customer and demographics, dehumanize people? They turn living people into an abstraction and other that is reduced to use statistics or a percentage point they’re? Not us.
We can do horrible things to them like spamming in direct mail, because we no longer see them as being human. Like us, consumers, customer and demographics, traditional marketers, see them as just the life support systems for wallets purses or checking accounts. That’s all they’re worth audience and tribe’s is an affirmative view. People who think in these terms want to exchange experiences and yes, goods, products and services as well, but what we want to do these things in a more positive way, a way that isn’t reductionist.
We see audiences and tribes as humans they’re, one of us. They have thoughts and feelings and opinions and aspirations, as well as wallets purses and checking accounts. While they may all sound slightly hippie dippie a way to approach this kind of work. The rewards on many different levels makes the effort worth it. Audiences are loyal. Audiences can also advocate on your brand’s behalf numbers and statistics can’t advocate, and they never will before.
Listening to this last part of the lecture, I suggest that you refer back to your notes about the seven elements of a story which, just as a reminder, the central premise: the three-dimensional character, the confined space, the protagonist, the antagonist of the arch and the resolution, and Really understand what each one of these elements are and what they contribute to a story. I’d also suggest revisiting your notes about the six levels of meaning which, just in case you forgotten our brand attributes brand benefits, brand values, brand culture, brand personality and audience understand the relationships in the interactions between the seven story, elements and six levels of meaning.
You will need to relate what you learned in the first half of this lesson to the last bit of brand storytelling that we’re about to cover here. We will be building on that knowledge, which you will need in order to complete this scenario and the template exercises for this session. A good strategic brand story is also measurable. In other words, your brand’s story is the most important statement you can make to ensure it’s as powerful as it can be document your story and ask these three questions.
Number one. Is it relevant by relevant, I mean you can state what you think is important, but the only thing that matters is that it’s important to your audience make sure your language feels like it belongs to them. The second question: is it valuable by valuable I mean, does your brand story deliver real value to the lives of your audience if it isn’t immediately evident, go back and craft the statement, so it delivers the value third question: is it extendable and by extent extendable? I mean: can your brand story extend across your entire? Offering can it grow with you into the future, make sure that your story has enough depth and again think about the example that I gave for that umbrella personality for aardvark? That’s a good example of making something extendable here, I’m going to give you some storytelling secrets: have you ever read a corporate website, that’s so dry and so factual? It nearly puts you to sleep.
Conversely, have you read one of those about us page that was so painstakingly detailed? You know the ones that kind of say it started when I was born in a small town and college. I studied then, 10 years after that project we decided to, and it just goes on and on and on in my new detail, so much so that you’re utterly confused by the second paragraph. Another thing to keep in mind: that’s basically don’t do that.
Keep things nice clean and streamlines another secret. It’s a story! Writing have you accomplished something unimaginable overcome an impossible hardship over joy to find your passion tell your audience about it. These are evergreen ideas and emotions that will always resonate with your audience. It shows you’re genuine and it shows it again beyond a profit motive. You have a real passion for doing the thing that it is that you do challenge yourself to tell your anecdotes in two or three sentences to stay on course.
This is a topic will be going into far far more in depth than the whole kind of writing more effectively online course, but for now just kind of think about how you can put things in a very, very succinct way, some more storytelling secrets if you’re a New customer or new client met you in person. After reading your website, or blog with your, be a big disconnect between that and your real personality, showcase, your personality and unique style by telling your story in your own voice give your audience a glimpse into the kind of person or brand that you are this.
Should this will always show you and demonstrate your passion and the next one stumped on how to embrace your voice on paper risk? Looking like a crazy person and actually say out loud the story, you want to tell online even record it with your smartphone or one of those dictaphones transcribe it and then edit it just to round out the edges and make sure that everything is smooth. If you saw clothing, that’s primarily aimed towards professional twenty-something, women want to think about creating a blog or a blog series, at least that offers fashion advice and tips for dressing well at work or outfits that take you from the desk to drinks.
Afterwards, you get the idea, there’s kind of stories tell the stories your audience want in need to hear another little tip is um devote 30 minutes to getting to know your audience better. What are they reading? What do they comment most on? What are the biggest challenges? Craft blog posts addressing what you’ve learned and in doing so remember the personality dimensions, but also remember the six levels of meaning brand attributes, benefits, values, culture, personality and audience that wraps things up for this lecture.
I wish you all the best for your work on the scenarios in the template that accompany this session, and I will see you in the next session.
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