{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/2d757bee85104c53919f891c4831bd6d\" frameborder=\"0\" width=\"1920\" height=\"1440\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":1440,"width":1920,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":1440,"thumbnail_width":1920,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/2d757bee85104c53919f891c4831bd6d-1696875986377.gif","duration":461.079,"title":"Brand Strategy: Observing and Understanding Your Brand","description":"In this Loom, I walk you through two mindset shifts before you fill out the brand plan. I explain that defining your brand is more observation than invention, and that you should seek first to understand yourself and your client before worrying about being understood. I clarify what a brand is, how branding shapes perception, and what brand strategy does to put words and methods to what makes you different. I remind you to stare yourself in the mirror and peel back masks, noting that 82 percent of consumers want authentic and transparent reflection. There is no specific action requested beyond doing the deep work for the next workbook section on your values and strengths."}