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Episode 12

Building a brand from zero

Saad Salim

Saad Salim on building a brand from zero, and why most businesses fail before they even start.

What we cover

  • How to start a business properly
  • Brand strategy
  • Market position — finding your own place in the market
  • Branding, identity and the logo
  • What research does before any creative work begins
  • How to choose the right place for your business
  • Real examples of brands
  • How designers and creatives should get close to their work
  • Running creative work, and running a team
  • The architecture of a brand — from strategy through to execution
  • Whitespace: how a 35-person studio thinks about client work
  • What AI does to design and creative work
Chapters (51)
StartWhat we'll talk aboutStartWhy do businesses fail?Can you tell in advance if a business will succeed?Can a business work without a logo?Advice for starting a businessFounding White SpaceWhat is a brand?The process of building a businessWho are your products for? Who are your customers?SponsorMoodboardsBrand strategyHow the Rasan brand was madeBrand personalityStrategy is your business's guideA good productWord of mouthWhat sets White Space apart?Brand storySponsorThe Founders episodesAn example of starting a small businessThe founder's roleCustomer experienceAn example of a successful businessNaming a businessDoes a business in Kurdistan need all this?Is there work in Kurdistan?How did you start?The story of the Toyota logoSponsor"I don't know where to start"Designers, money and clientsIf you went back, what would you do better?What are you working on now?Is business for everyone?Is creative work profitable?Would you recommend this business?AICommitment and learningDesigners take ideas from everythingAI and designersA brand is not just a logoWhat do you regret?SponsorMind mapsThe best thing about White SpaceThe Kurdish languageClosing