Someone famous said – “your brand is what other people say about you when you are not in the room”
In my modest opinion, I couldn’t agree more. Be it a company or an individual, a Brand Identity far far extends a nice looking Logo and a cool sounding Tag Line. A Brand is a living, breathing, human entity that has a personality, traits that people have strong opinions on, attributes that are admired, slip ups that are remembered and begrudged.
Especially in a world where we are today, 360*, bombarded by information, vying for a split second of our attention, it is NOT enough to JUST be noticed. Sure, that much your ‘outward’ appearance will get you. But there must be deeper substance, and that substance ONLY comes from 2 things – knowing your Target Audience and making a Genuine Connection with them!
This is no tirade against design. Don’t get me wrong. Design is of paramount importance. But many amateurs, branding services professionals, as well as Clients, tend to focus overtly on Design, the more important ‘meat’ of the Brand Development process, therefore gets sidelined. What should emerge ideally from a thorough Branding Exercise upon an in-depth study and scrutiny of the Target Audience and identifying a GAP in the market-segment (of the concerned product or service) should form the basis of the design and communication. Instead, it becomes the opposite. Invariably, the client, an individual like you or I, comes upon a ‘cool’ name and falls in love with it. There, all logic goes to hell. Relevance to the Product Category, the intended Target Audience, its deeper meaning and connotations, all takes a backseat. And the ‘cool’ sounding brand is birthed, in most cases, to meet its untimely sudden demise, leaving the proprietor wondering, “what the hell happened?”
What happened was simply, no THOUGHT! Branding needs research, focus, logic, and most importantly, a true human-connect to endure, and be endearing. Its a ‘Brand’ New World, and our Brands, need to make a Deep Impact!