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Teaching Maps are tools which can help people remember content a lot easier than they would otherwise. Instead of presenting people with reams of detailed information, you give them simplified content and ideas that get right to the point. Not only will they remember the information that you gave them, but you will understand it better too. There’s a big difference between remembering something and understanding something, which is why Teaching Maps are so important. So let’s take a look at Teaching Maps and how they could help you connect better with your target Audience using your content.
Remembering and understanding are the two main ways in which people come to learn anything. You can study and remember information from a book, but does that mean you will understand it? On the flip side, if you understand the content that you have been given, does that mean you will remember it? They’re two sides of the same coin.
Don’t worry if you’re not sure what a Lookbook is—it’s not complicated, even if it’s an unfamiliar word. A Lookbook is basically a series of design rules that dictate the exact style of your Brand. The point is so that anybody who works on the visual design of your brand identity knows exactly what they’re doing and how they’re going to do it, whether they code your site or do your logo design. With a Lookbook, you’re going to achieve absolute design consistency, which is exactly what you want.
The key reason why you’re going to need a Lookbook is design consistency. Visual Branding is built from a number of key components:
colors, fonts, logo design, shapes, and brand emotions. The point of your Visual Branding is to create an audience experience, and you want that audience experience to be consistent. So, let’s explore what that means.
One example we’ll come back to time...
Beyond that, if you haven't really thought about what your Audience wants, then you're guessing. By doing that, they aren't going to be drawn to you, and the bottom line? You're not going to make any money. Let’s take a look at how to climb into the ‘heads’ of your Audience and understand what drives them, and how you can use that knowledge to your advantage.
So here's a big problem for Disneyland. How do they manage all the Desires of 50,000 Guests daily? Well, they group them into buckets. They don't just talk to everybody the exact same way; they don't assume that grandpa and grandma want to go on the thrilling, looping...
This next block in our brand-building guide is on Brand Emotions. As we’ll get into later, we recommend that you instil your brand with three key emotions which you’re going to use to define your customer’s experience. Without you defining them, the customer or user is going to define them on their own—you’ll have lost control of your own branding, which is never good.
So what we’re going to help you build today is an emotional bond with your Audience. We’re going to use an example of a visionary that we’ll return to consistently in this series, Walt Disney. Walt knew his ideal guest, his ideal movie-goer, and he knew what he wanted to make them feel. That was the metric of his success.
In the next few sections, we’ll discuss what brand emotions are, and give some examples too. We’ll also cover why exactly they’re important, how Walt used them, and what we can learn from that.
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