Branding is part of what I do.
Branding has been one of the 20th and 21st centuries’ most powerful economic drivers.
What is Branding?
- It’s about ownership
- It’s about reflecting core values
- It’s also about offering relevance and utility through a clearly articulated vision
- It’s about developing and maintaining a personality or tone of voice
- It’s definitely about look and feel (we are tactile and visual animals)
- It is most of all about the quality being promised, and of course the delivery of that promise in such a way as to exceed the initial promise
There’s a lot more to it, but the simple checklist above outlines just some of what’s involved.
So what is involved in branding?
- Psychology (analysing human behaviour, motivations and impulses to act)
- Social Anthropology (observing behaviour)
- Demographic and Geo analysis (who, where etc)
- Consumption data (quantitative)
- Aspirational data (qualitative)
- Context …
Once a brand is established, the work doesn’t stop. It’s then about creating new products, adding value, defining and creating new ways of engaging new audiences or consumers … it’s never-ending and always evolving.
Here are some brands I’ve been part of creating and then developing over the years: