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Sketchnoting Visual Conversations

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Workshop for AIGA San Diego. V

Veröffentlicht in: Design
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Sketchnoting Visual Conversations

  1. 1. STORY YOUR BRAND 1
  2. 2. STORY YOUR BRAND We’re going to talk about QUICK DRAWING QUICK THINKING 2
  3. 3. STORY YOUR BRAND 3 @annemccoll
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  17. 17. STORY YOUR BRAND Sketching is about ideas, not art. 17
  18. 18. STORY YOUR BRAND Both sides of the brain = More fun 18 • 67% of people are visual learners
  19. 19. STORY YOUR BRAND Both sides of the brain = More fun 19 • 67% of people are visual learners • Doodlers have a 39% greater recall
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  24. 24. STORY YOUR BRAND Resources 24 • The Sketchnote Handbook by Mike Rohde • The Doodle Revolution by Sunni Brown • Draw Forth: How to Host Your Own Visual Conversations by Jeannel King • Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days by Jake Knapp, John Zeratsky and Braden Kowitz • The Back of the Napkin by Dan Roam • The Three-Hour Brand Spring by Google Ventures
  25. 25. STORY YOUR BRAND 25 AnneMcColl.com/AIGASanDiego
  26. 26. STORY YOUR BRAND 26 Sketchnotes are about ideas, not art.
  27. 27. STORY YOUR BRAND The StoryBlock Framework 27
  28. 28. STORY YOUR BRAND The 1-2 Creative Punch #1 The Head-turning Hook #2 The Clarity Statement 28
  29. 29. STORY YOUR BRAND 29
  30. 30. STORY YOUR BRAND 30 This class is a safe place to think out loud.
  31. 31. STORY YOUR BRAND 31 Borrow structure, not content.
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  33. 33. STORY YOUR BRAND Wave your freak flag. How it works: •You’re sharing your passions and enthusiasm. 33
  34. 34. STORY YOUR BRAND Wave your freak flag. Jamie’s turn: •I love numbers. •I ❤️ financial statements. •Numbers turn me on. 34
  35. 35. STORY YOUR BRAND 35
  36. 36. STORY YOUR BRAND ______ + _______. How it works: •You’re using something familiar to describe something unknown. 36
  37. 37. STORY YOUR BRAND ______ + _______. Jamie’s turn: •Dr. Ruth meets Suze Orman. •Dr. Phil meets Dave Ramsey. •CPA meets therapist meets cheerleader. 37
  38. 38. STORY YOUR BRAND 38
  39. 39. STORY YOUR BRAND _______ meets _________ with descriptive phrases. How it works: •You’re combining to familiar ideas to create a new idea. 39
  40. 40. STORY YOUR BRAND _______ meets _________ with descriptive phrases. Jamie’s turn: Financial fears meets strategic hand holding. Financial phobia meets peace of mind. Accounting angst meets “I’ve got this.” Facing your fears meets facing your future. Unrich peeps, meet financial literacy. 40
  41. 41. STORY YOUR BRAND 41
  42. 42. STORY YOUR BRAND List with a twist. How it works: •It’s the classic rule of three. •Brain expects a pattern. •Throw a surprise. 42
  43. 43. STORY YOUR BRAND List with a twist. Jamie’s turn: •CPA, strategist, financial therapist. •CPA, financial therapist, cheerleader. •CPA, strategist, financial sherpa. 43
  44. 44. STORY YOUR BRAND 44
  45. 45. STORY YOUR BRAND Name your tribe. How it works: •Creating a sense of community. •Opportunity to create branded language specific to your brand. 45
  46. 46. STORY YOUR BRAND Name your tribe. Jamie’s turn: •Finance phobes, you’re my people. •Right brain creatives, I am your left brain. •Modern dames, I bring financial ease. •Unrich peeps, it’s time to change your story. 46
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  48. 48. STORY YOUR BRAND Own one word. How it works: •Power in simplicity 48
  49. 49. STORY YOUR BRAND Own one word. Jamie’s turn: •Mastery •Steady •Balance 49
  50. 50. STORY YOUR BRAND 50
  51. 51. STORY YOUR BRAND The invitation. How it works: •It’s a we statement and involves customer. 51
  52. 52. STORY YOUR BRAND The invitation Jamie’s turn: •Let’s get into the cash flow. •Let’s get a handle on your finances. •Let’s make sense of dollars and cents. •It’s time to get your money mojo. •Let’s woman up and get financially savvy. 52
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  54. 54. STORY YOUR BRAND Location, location, location. How it works: • Talking about the benefit 54
  55. 55. STORY YOUR BRAND Location, location, location. Jamie’s turn: • Financial zen happens here. • Financial flow happens here. • Financial mastery happens here. • Financial literacy happens here. • Financial epiphanies happen here. • Where modern dames take control. • Where ambitious babes take control. 55
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  58. 58. STORY YOUR BRAND Your _____ for your audience. How it works: •Begin with a benefit or what you do. •Give a name to your customer. 58
  59. 59. STORY YOUR BRAND Jamie’s turn: •Financial flow for modern dames. •Financial confidence for smart woman. •Financial mastery for ambitious babes. •Financial mastery for the unrich woman. •Financial mastery for confident women. •Financial freedom for sexy people. 59 Your _____ for your audience.
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  61. 61. STORY YOUR BRAND The parallel statement. How it works: •The repetition creates a pattern that the brain likes. 61
  62. 62. STORY YOUR BRAND The parallel statement. Jamie’s turn: •Take control of your finances, take control of your future. •Take control of your finances—and your future. •Plan your finances, plan your future. •Plan your finances—and your future. 62
  63. 63. STORY YOUR BRAND 63
  64. 64. STORY YOUR BRAND A new name for you. Why it works: •Invites you to think of your business in a new way. 64
  65. 65. STORY YOUR BRAND A new name for you. Jamie’s turn: •They call me the financial therapist. •I’m known as the CPA shrink. •I’m known as the CPA whisperer. 65
  66. 66. STORY YOUR BRAND 66
  67. 67. STORY YOUR BRAND The unexpected adjective How it works: •Start with what you do a benefit. •And add an unexpected adjective. 67
  68. 68. STORY YOUR BRAND The unexpected adjective. Jamie’s turn: •Financial planning with empathy. •Financial planning with attitude. •Financial planning with sex appeal. •Financial planning without guilt. •Financial planning gets hip. •Financial planning for non-business majors. 68
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  70. 70. STORY YOUR BRAND What you’re not. Why it works: •Describe what you’re not. •The answer to ______. •Un-something. •Anti-something. 70
  71. 71. STORY YOUR BRAND What you’re not. Jamie’s turn: •Not your father’s financial planner. •Financial planning without the guilt. •Financial planning without the B.S. •Financial planning without the Wall Street attitude. 71
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  73. 73. STORY YOUR BRAND The (extra) headline. How it works: •Start with your elevator pitch. •And think and _____. •What is an extra nudge you can add? 73
  74. 74. STORY YOUR BRAND The (extra) headline. Jamie’s turn: • Financial planning for hip (and savvy) women. • Financial planning for smart (and sexy) women. • Financial planning for smart (and savvy) women. • Financial planning for modern (and savvy) dames. • Financial planning for savvy numerically-challenged women. 74
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  76. 76. STORY YOUR BRAND Familiar phrase with a twist. How it works: •You’re taking a familiar phrase and then adding a twist to surprise the brain. •You do have to make sure that it works with your brand personality. 76
  77. 77. STORY YOUR BRAND Familiar phrase with a twist. Jamie’s turn: •I’ll work my assets off for you. 77
  78. 78. STORY YOUR BRAND 78
  79. 79. STORY YOUR BRAND Something for every something. How it works: •You’re providing a very specific benefit for a very specific target. •This works even better if you add an adjective, 79
  80. 80. STORY YOUR BRAND Something for every something. Jamie’s turn: •Financial confidence for every modern woman. •Financial confidence for every professional women. •Financial mastery for every woman. 80
  81. 81. STORY YOUR BRAND 81 Short bursts.
  82. 82. STORY YOUR BRAND The 1-2 Creative Punch 82 #1 The Head-turning Hook #2 The Clarity Statement
  83. 83. STORY YOUR BRAND 83 Happy writing! :)

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