The Art of Branding Design
I'm excited to delve into the captivating realm of Branding. In a recent workshop I conducted for a group of people, I posed a simple yet profound question: What is a brand? The responses were diverse - 'A brand is a logo, a brand is a name, a brand is the experience, the brand is the product.' Interestingly, I pointed out that every answer encapsulated the essence of what a brand truly is when combined.
In the words of Jeff Bezos, 'A brand is what they say about you when you leave the room.' We perceive a brand as a valuable asset, one that doesn't necessarily appear on financial statements but plays a pivotal role in driving business success. It's akin to the importance placed on tangible assets like a manufacturing plant or a customer relationship.
Our journey today will start with the discovery phase, exploring how to develop a robust brand strategy. Once the strategy is in place, the focus shifts to bringing it to life through design and expression, encompassing elements such as the name, logo, identity, and visual representation. However, our considerations extend far beyond these aspects. We delve into questions about how to breathe life into the brand through the overall experience, aligning it with employee roles and responsibilities, and culminating in a successful launch that excites customers and employees alike, ultimately contributing to tangible business results.
Branding Design Strategy
When embarking on a Branding Design journey with a client, our approach begins with a comprehensive exploration, delving into various aspects relevant to the client's needs. We initiate the process by gaining a deep understanding of their overall business and business strategy. Our brand diagnosis involves adopting what I would describe as a multidimensional lens. To unravel the intricacies of the brand, we engage in extensive discussions with executives to address queries related to business strategy. This includes conducting employee surveys and orchestrating customer interviews. These interviews take various forms, from in-depth one-on-one conversations to consumer focus groups and ethnography studies. Ethnography involves actively observing and following a customer, whether it's a consumer in their home or a customer in their business. Additionally, we conduct independent research to analyze the competitive landscape, ensuring our Branding Design is informed by a holistic understanding of the market.
Branding Design – Brand Building
When initiating the process of Branding Design, our approach involves contemplating the customer's perspective and addressing the conflicts they face. Take Walmart, for example, whose appeal widened by promoting the idea of 'shopping smarter'—a notion not just about saving money but doing so with a purpose to live better. This broader appeal caters to various customer segments.
For high-end brands, understanding diverse insights is crucial. Consider the scenario of business travelers who crave comfort akin to home. This led to the conceptualization of 'larger than home' as a positioning direction, focusing on creating a standardized yet familiar environment. Our methodology involves leveraging data and insights from customers and employees to craft different brand directions. We don't stop at conceptualizing words; we build experiential elements for each option.
In our framework, we define the brand promise—a statement not just for external use but to guide employees and align with a set of differentiators. These differentiators can be demonstrated through messaging, claims, or unique experiences, such as tuned comfort in a high-end hotel.
Choosing the position statement 'larger than home' resonated with customers, offering relevance to their daily lives while presenting a refreshingly modern feel distinct from the select service category. It embraced a broader food offering and enhanced in-room elements, like advanced Samsung flat-screen TVs, providing an experience better than home.
Just as Apple and Samsung evoke distinct impressions despite offering similar products, defining personality attributes is crucial. These attributes guide activities like crafting a brand voice, naming, and, ultimately, visual presentation in the realm of Branding Design.
Your Brands Voice
The first and pivotal step in our process is uncovering your story because it serves as the DNA of your brand. It's not just the 'what' or 'how,' but the fundamental 'why' that gave birth to your brand.
Lets take an example – I was looking for a therapeutic massage and I struggled to find a balance between luxury spas and ethically questionable city establishments. This narrative, the void I sought to fill, has guided my journey, influencing pricing, voice, and audience connection.
Understanding your own story is crucial, but its real power lies in sharing it. Customers connect emotionally, becoming advocates who share your brand story organically. Even if you initially don't recognize your story, it becomes apparent through interviews and introspection. I'll share ways to unearth your story, emphasizing that every brand should have a reason, a problem to solve, or a void to fill.
Authenticity is key; your story should reflect genuine motives. If you don't think you have a story, focus on finding a void to shape your narrative. Not every tale needs a grand revelation; it can stem from a genuine desire to solve a problem or fill a void.
Your story doesn't demand an epic quest; it needs a 'why' and a purpose. Every brand, product, or service has a unique why and purpose that should resonate from the heart. Questions like the inspiration behind your brand, the why behind its creation, its uniqueness in the market, and how it fills a void guide the process of discovering your brand's story.
At the end of the day, it's about finding a passion and letting it drive your brand forward. Whether your 'why' is clear from the start or emerges over time, it's essential to embrace it, work on it daily, and let it emanate from a place of genuine passion and purpose.
Questions that will help you find your Story
- Where did the inspiration for your brand come from? It's essential to trace the origins of your brand and understand the source of its inspiration.
- What is your why for creating this brand? If you're still in the conceptualization phase or lack a specific brand in mind, let your 'why' be the compass. Is it driven by a sense of social consciousness, aiming to elevate important conversations?
- What makes your product different or unique to the market? In a crowded market with similar products, how does yours distinguish itself? Consider how it fits within the marketplace and stands out from the competition.
- How does your product fill a void in the marketplace? Explore how your product introduces something novel without contributing to market saturation. What void does it address, and how does it bring innovation to a specific industry?
As you respond to these questions, the amalgamation of insights will pave the way for crafting a compelling brand story.
Branding Design, Brand Name & Mission Statement
Navigating the realm of Branding design involves more than conceptualization; it's about weaving a compelling narrative into your business's fabric. As I guide classes and lectures, I emphasize introspection, highlighting that creating a brand isn't merely about selling a product; it's about selling a story—a narrative that encapsulates your entire essence, from the name and logo to the mission statement, all central elements of your Branding design strategy.
The beauty lies in the message's versatility; it's uniquely yours. My aim is to illustrate how to broadcast that message to the world effectively. The initial question you must confront is your commitment level to Branding design. Are you in for the long haul, or is this a short-term venture? Whether seeking quick profits or making a lasting contribution, your brand name becomes pivotal to your overall Branding design strategy.
Consider YOLO footwear—a trendy name that may yield quick gains but risks losing relevance. On the contrary, take A Bathing Ape, a streetwear giant with an unconventional name that defied expectations. Trust your instincts; if, after thorough research and consideration, a name resonates, go with it. The key is to avoid endless deliberation and stay true to your Branding design vision.
Your mission statement's significance hinges on your venture's nature. For those chasing quick returns, it might fluctuate with each collection. In my case, aiming for long-term impact and incorporating it into your overall Branding design, consistency was paramount. Our mission, 'Positive Social Contagion,' is a guiding principle steering every decision - a commitment to spreading positivity and progress in the context of our overall Branding design.
Breaking down the Branding design process involves a methodical approach:
- Jot down a multitude of potential Brand names—20 to 100, even.
- Trim the list based on factors like searchability, Google-ability, copyright-ability, and alignment with your overall Branding design vision.
- Create large, printed versions of the shortlisted names for Business Signage in the context of Branding design.
- Seek input from partners, investors, or focus groups for unbiased opinions on your overall Branding design.
- Apply the names to real-life scenarios, like labels or hang tags, Vinyl Signage to gauge their visual appeal within the context of your overall Branding design.
Slogans, while partly a spiritual connection to your brand, also demand analytical consideration. Understand your target customer through a mind map, identifying their preferences and traits. Generate slogan options, print them out alongside your brand name within the context of your overall Branding design, and commence the process of elimination.
In this transformative journey within the realm of Branding design, ensure that every aspect, from the brand name to the slogan, resonates with your brand's unique identity, creating a lasting impact beyond a mere commodity into a cultural phenomenon.
