Building a Personal Brand

  • Price: $699 | Pay with installments.
  • Pre-Reqs: Character Design for Animation OR Costume Design OR Environment Sketching for Production OR Environment Design 1. This class requires an intermediate to advanced skill set in the specialty chosen.
  • Materials: Photoshop

Course Description:

Format: This is a LIVE class. Lectures and Q&A will be joint in one live session to encourage more communication between the instructor and students. Feedback will be provided to every students during a live session as well. As always all live sessions will be recorded and posted in the classroom within 24 hours.

In this course students will learn how to build a personal platform to help them stand out in today’s crowded marketplace. The lessons will be split into three distinct phases: Strategy, Production and Distribution. During “Strategy”, students will be introduced to the principles of branding and develop a personalized plan to optimize the value they bring to their intended audience. In “Production”, they will create new work based on their strategy and during “Distribution”, students will build clear and effective websites as well as gain an understanding of the business of being an artist.

Check out Derick's article on Building a Personal Brand in 2016




  • PHASE 01: STRATEGY
  • Week 1:What is Branding?
    This lesson will review the basic principles of branding and the importance of simplicity and focus—you can’t be all things to all people. We will go over case studies of great brands in business as well as the entertainment arts.
  • Week 2:How is This Different?
    What category are you trying to break into? Who’s already there? We’ll review examples of multiple artists/brands in the same space and how they differentiate from each other. How can you use your personal biography to separate your work from the pack?
  • Week 3:Where Do I Fit In?
    Review of the industry at large. Overview of different positions on a production staff as well as different freelancing models. This will give the student context and perspective of where they might fit in.
     

  • PHASE 02: PRODUCTION
  • Week 4:Portfolio Development 1
    Review the qualities and characteristics of effective portfolios. What combination of work makes a portfolio feel “complete”? This lesson will be tailored to the specific needs of the class.











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  • Week 5:Portfolio Development 2
    We will analyze select student portfolios and figure out ways to “plus” them to the next level.
     
  • PHASE 03: DISTRIBUTION
  • Week 6:Distributing Your Work
    We will review design characteristics of effective websites and go over the benefits of analog methods of distribution like doing trade shows and conventions.
     
  • Week 7:Marketing 101
    Does what you do have a “tribe”? Who are the influencers in that tribe? How do you get your work featured on large media platforms? Review the importance of owning “territory” so the tribe markets for you.
     
  • Week 8:The Business of Art
    We will review hiring practices as well as how to approach prospective clients and employers. Basic negotiation techniques will be covered as well as what you can expect in terms of salary ranges and rates in today’s marketplace. The class will end with a broad overview and the topic of “A Fulfilling Creative Life.”











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TBA

Derick Tsai is the Creative Director of Magnus Rex, a creative agency that has developed content for TV, advertising, gaming and digital for clients such as Nike, Crystal Dynamics, Disney and The History Channel. He has taught at the UCLA School of Film and Television and has been featured in Spectrum, Imagine FX, Kotaku as well as TEDx and CNN.

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