The Futur with Chris Do 010 - Branding and Identity Design — with Yo Santosa
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Oct 1, 2016 Chris Do sits downs with Founder and Creative Director, Yo Santosa to discuss the importance of branding and identity design. They explore the concept of branding and its connection to identity, the process of translating customer profiles into visual branding elements, and the importance of case studies. They also discuss negotiation power, owning your own business, branding principles, and personal branding.
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Lego vs. Off-Brand
- As a child, Yo Santosa's mother offered her a choice between a small, brand-name Lego set and a larger, off-brand one for the same price.
- Yo chose the smaller Lego set, demonstrating an early understanding of brand value and a preference for the original.
The Invisible Threads of Branding
- A brand's power lies in its communication style, visual presentation, and values.
- Honesty and transparency are key to building trust and connection with the audience.
Elevating Design to Branding
- Designers should visit Yo Santosa's websites, feralconcrete.com or yosanthosa.com, to view her work.
- To elevate their branding skills, designers should focus on understanding target audiences and their preferences.