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Branding:
Connecting strategy with Design
A brand is not a logo, corporate identity system or product.
Rather, it is a person’s gut feeling about something—the platonic “ideal.”
Think about strong brands like Nike, Target, Starbucks.
What do they conjure up?
A Brand is not what you say IT is.
It is what they (your clients) say IT is.
A clear brand message stands out, it is the X factor and a natural
barrier to competition. It is what cuts through our information rich/time poor
environment. A strong brand is intact, powerful and immediate. Ultimately, a
strong brand enhances relationships and creates customer loyalty.
“ a charismatic brand can be defined as any product, service or company for
which people believe there is no substitute.”
Hallmarks of a charismatic brand:
● Dominant market positioning
● Highest price premiums by 40% or more.
● Clear competitive stance
● Dedication to aesthetics. (design creates the edge)
FOCUS is critical in brand development. The danger is that most firms say too
little, are unfocused and broad—so that it doesn’t stand for anything tangible.
I help companies design better strategies around their brand identity that
ultimately attract more business. If you make an appointment with me or give me
a referral, I will give you the three questions you need to ask your clients
about your brand as a thank you.
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