The Problem
Designers don’t understand what they’re selling and not able to articulate the values of brand strategy
We’ll cover:
What branding is and why it’s important Our role in the branding process The problem we’re solving for our clients Where does the value lie and how we provide the right value. 📚 [Mod 02] Closing a Brand Project Recommended Reads
The Brand Gap - Highlights
Branding is not what you say about you, it’s what other people say about you. How people feel about a brand is influenced by:
Companies policies and decisions What we can control:
If the brand touch points are not consistent customers feel dissonance Why does having a great brand matter?
A brand is a way for company to create preferences What our role is:
No to just create a logo and pick colors We help our clients solving their problems through strategy and design Transform the strategy into tangible assets To make sure that what the world sees is inline with their values and sets our client apart from others. To help our clients target audience understand and connect to their company through visual identity How do we do it?
We first need to understand who they are and who they’re trying to become Once we understand that, we then translate those elements into a creative output Finally, we put it all together by creating tangible assets for them What are the actual problems we solve for clients?
Problem examples:
Our current identity is old and out of date We need to look professional demonstrate quality inspire trust We look too much like the competitors People don’t understand what we do People don’t understand why they should choose us We don’t have a clear position in the market We’re expanding and not sure how to communicate it We’re merging and need to create a new brand Our business has shifted, and our brand identity needs to be adjusted Each division is doing their own thing, we’re not coherent Where the value lies:
Through design you’re solving problems to convey quality, emotions and develop trusts By using strategy, helping clients to understand their positioning, communicate their messaging and stories
Note: not all clients will want both solutions, it depends on what your clients need.
The Value of A Strategic Brand Design Process