Crafting a Strategic Framework

Navigating the Depths of Business Transformation

Embarking on a journey of self-improvement and business growth can be daunting, but the rewards are undeniably worth it. Through a series of strategic investments in educational resources and courses, I've transformed my approach to brand strategy and design, ultimately elevating my business to new heights. From delving into the core principles of design with Jose Caballer's Core 2.0 to immersing myself in sustainable branding strategies with Anneli Hansson's Brand Strategy Fundamentals, each course has contributed valuable insights and tools to my arsenal. Moreover, Eric Moore's Design Thinking course opened my eyes to innovative problem-solving techniques, while Chris's Brand Messaging Kit added a creative dimension to my branding process. Through dedication and iteration, I've crafted a comprehensive framework that not only meets the diverse needs of my clients but also positions my business for sustainable growth.

Building a C.O.R.E. Foundation

Starting anything new can be challenging, but I know the importance of establishing a strong foundation. When it came time to buy my first class I didn’t know where I should start. The first class I purchased was Jose Caballer’s C.O.R.E. an amazing system which was more robust than my initial watered down discovery. where I had a hobbled version I of different exercises I found online. It was a robust packet with not only a full explanion but also case studies and live facilitation videos as well. It was the first time I was really watching anything like this and his carefree attitude had me feeling more enthused with getting in some practice.

I think I went through the class twice. Partly because there was so much knowledge dropped I know I missed a thing or two. I also just liked observing his energy. There was something about the way that he presented the work that made the people in the room feel more comfortable. I wanted to take notes and really observe how he delivered the questions how he observed those answers and really try to get my process down packed, it was a great first introduction to this new side of strategy and design. Usually, I was just on the design aspect of things now I was taking that knowledge and applying it to strategically plan to in the design phase, it’s a more robust and informed approach.

It’s all about the fundamentals

It was at this moment that I had started reading, Green Graphic Design by Brian Dougherty of Celery Design, and this was the first time that I realized the significant role design can play in the sustainable movement at this moment I had not been paying attention to the future as much as I had in the past, and now there were a lot more classes, one of them being from a sustainable, pioneer herself, Anneli Hansson with the Brand Strategy Fundamentals. I looked at the course and it reminded me a lot of C.O.R.E. but something was telling me that there was something here that I would be missing from Jose‘s course so I took the plunge and pre-ordered Brand Strategy Fundamentals. I think I waited a month before the class was released and the first day I downloaded it. I think I sat with it for about a week before I opened it and finished it in less than a day it reminded me a lot about C.O.R.E. but at the same time this class didn’t have the video showing the presentation to the client instead there was a lot more fundamental information for me to gather prior to meeting the client so we core focused on the presentation and what to ask the client in the meeting Brand Strategy Fundamentals focused on preparing for that first meeting and also providing different tools to ask the client in that meeting is one better than the other no, I don’t think so. I think they actually are best in tandem because they both focus on different aspects of the discovery phase and together I was able to hobble together what I thought was the best approach for myself what I felt most comfortable presenting and where I felt my clients could use the most help what I like about strategy fundamentals is that she gives you a group of options to go to so it’s not a start here and here it’s a you can start here or use one of these other options and usually there’s two or three options for each. She then goes into explaining why each of the process stages is important which Jose does but he focuses a bit more on the information to gather to make sure that we’re setting the strategy correct where Anneli focuses on the fundamental information we need and this is why and these are different ways to collect that information. Neither better than the other, again, I think it’s best when they’re together it’s a full system view. You get the best understanding for tackling this process for the first time and it makes you comfortable doing it.

There’s thinking and then there’s Design Thinking

At this moment, I was pre-ordering a lot of the classes I was receiving more funds, and I was interested in investing in myself and investing for my growth. I knew I needed to make pivots in my business and the only way to do that was by learning the skills that I felt I was lacking Part of that is the discovery process so that I can up my offer to help people out on the deeper level and in terms of sustainability that’s the only way to approach.

I received an email about Eric Moore's new course, Design Thinking. The course gives an overview of the history of Design Thinking and provides with 15 Design thinking methods and 11 Design thinking recipes to help solve a range of problems. The activities cover different processes such as mind mapping and rosebud, and it is perfect for strategists and brand identity designers. The course goes through many aspects of problem-solving and provides actual activities to find solutions. It is a valuable resource to have and I often refer to it when faced with new issues or clients. I believe it is a must-have toolkit for anyone working in marketing strategy, brand communications, or related fields.

I had the pleasure of talking with Eric, who is an excellent instructor. He is open to feedback and always available to answer questions.

A Message to My Madness

I recently purchased some courses on brand strategy, discovery and design thinking. I wanted to develop my own process based on these resources and was thinking about the different phases and what my clients usually need help with. I realized that it's difficult to embody a brand without a catchphrase or motto. Although I'm not a writer, there are processes to help with this aspect of branding as well. So far, every course I've purchased has been worth its value and more. I came across a class taught by Chris himself called Brand Messaging Kit, which had more wordplay involved. The process was different and it added a new aspect for me to focus on and implement into my process. These activities involved a lot of self-reflection and actually asked me to play around with some perceived negative attributes. However, it ultimately created a new way to reach a solution. I especially liked the wordplay exercise that pits "negative" adjectives with a positive attribute to create a unique identity voice/brand persona.

Progress

As I sat at my desk, I saw four classes opened in front of me. I took the stance of a client and started to document my last few projects. I created notes of project milestones and listed down the key problems I faced and the major solutions that were developed for those issues. I studied the materials a few times to ensure everything was perfect.

As I went through the documents, I noticed what Chris Do has called the learning loop. I realized that I must avoid getting stuck in it, so I wrote down most of my clients and their requirements. After that, I started to fit solutions and processes that could result in those solutions. Eventually, I ended up with one of the most complete, diverse, and agile processes that I had in my business in the eight years that I’ve been open.

I tested this process three times, and each time, I improved it. It was almost like riding a bike - at first, I was a bit intimidated, but after a few times of practicing, I took off the training wheels and just flew around the neighborhood. I refined the process each time after performing and found ways to make it better and adjusted it.

Originally, I broke up the discovery process into smaller parts to help develop a brand identity. Part one was brand identity, which involved understanding the brand and its unique identity. Part two was discovery, where I mapped out the brand's target audience, competitors, and market trends. Part three was sustainability strategy, where I focused on developing a long-term plan for the brand that ensured its sustainability and growth. Finally, part four was bringing it all together, where I created a cohesive plan and ensured that everything worked together smoothly.

Depending on where you came into the process, there were assessments and things for you to take it to the next level and upgrade that you went. I created a system that acted as a funnel for itself, where people could get the level of development that they thought they needed for their business at the time. Small businesses might have just gone with a brand identity kit that was a quick identity, a small messaging, and establishing mainly the brand and style. The next level went into sustainable strategy and solutions, with the final level being the continued support in long-term planning. Each stage led to the next stage up.

If you got everything at one point, you could save time and process, possibly money. However, if you are not ready to meet the large investment for branding and strategy, business that turned out at least proper identity and conceptual thinking for what the brand stands for. It allows businesses to move at their pace, ensuring that they get the level of development they needed for their business at the time.

I was pondering whether investing in these tools was worth it. I could have simply gathered questionnaires from online sources, but what made these tools stand out was that they also included videos that showed the process. What I find valuable about these resources is that when they are updated in the future, I receive the those updates. For example, Core was version 2.0 when I purchased it, but it has now been updated to version 3. I have access to all these updates, and I can see the behind-the-scenes new content, developments, process meetings, new discoveries, workshops, and more. Up until now, I did not have a process. I would collect the work, analyze what my clients wanted me to do, and then do it to the best of my ability. This is why I haven't been able to charge a higher price for my services. But as I started to record my meetings, I realized that I was providing valuable insights to my clients throughout the meetings. I was giving them these gems for free, which is all well and good, but that extra value should be perceived in my price as well. This process and these resources helped me develop a process that made me feel comfortable raising my prices. I wasn't just using it as a justification for raising prices; I was legitimately offering value that I could deliver by focusing more properly on collecting the information I needed and producing the solution that my clients ultimately really needed.

I found some amazing classes that revolutionized my process and helped me with legal, financial, and bookkeeping tasks. The resources provided tons of documents, information, and templates that I could use to improve my business. I am currently building my Notion CRM system and an online public database for sustainable businesses. The Futur has given me the tools to up my game professionally and grow my business. I used to think that COVID would be the end of my business, but after some self improvement I have the opportunity to raise my prices and offer more value. If you are interested in these classes, I am an affiliate and the links below will give me a small cut. I wouldn't recommend them if I didn't use them myself. This blog post is for other creatives who need help with the business side of things or businesses that need assistance navigating their processes and systems. The Futur is a great resource for any entrepreneur, solopreneur, or small business looking to grow and do something more than just business as usual.

As I look back on my journey, I can't help but notice how transformative continuous learning and adaptation can be. The resources and knowledge I've gained have not only improved my professional capabilities, but also given me confidence in my ability to provide real value to my clients. By investing in myself, I've opened up new opportunities for growth and innovation, driving my business forward in an ever-changing environment. Looking ahead, I'm excited to keep refining my processes, expanding my skill set, and making a meaningful impact in sustainable design and business development. The main takeaway from this journey is clear: with the right tools, mindset, and dedication, anything is possible. Here's to embracing the journey of growth and evolution, one strategic step at a time.

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Meet Brian - a dedicated graphic designer and brand strategist who is passionate about sustainability. His goal is to use his creative work to make a positive impact. Brian has a rich background in both print and digital design, and he brings a unique perspective to the table by incorporating cutting-edge A.I. systems into his process. Beyond design, he is a tech enthusiast and a big fan of comic books, finding inspiration in the intersection of technology and storytelling.

Brian's true passion lies in sustainable design. He is committed to environmental responsibility and infuses his creations with soulful energy and purpose - drawing inspiration from music and meditation. His work has received recognition on prestigious platforms such as USA Today, NYFW, and CES, solidifying his reputation as a leading figure in the field.

When he's not working, Brian loves spending time with his family and his two furry companions. He finds solace in the bustling streets of Brooklyn and is always open to collaboration, seeking opportunities to work on projects that promote sustainability and positive change.

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