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the TRANSCENDENT
  • 5/5/2025
Essentials of Brand Strategy, #010

https://thetranscendent.org/fundamentals-of-brand-design




Summery

A struggling client wants a logo, but deeper issues likely exist. A new logo alone won't fix fundamental problems. To truly help and build a lasting relationship, I need to investigate the brand thoroughly. This involves understanding the current (and desired) brand strategy and message, the current and future target audience, and the competitive landscape (both direct and indirect). Identifying the client's core values, which underpin their operations and messaging, is also crucial. This investigative process requires direct engagement with various stakeholders to uncover the real issues and collaboratively define the brand effectively.





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Transcript
00:00Essentials of Brand Strategy
00:02Let's play out a scenario.
00:05You've been hired to design a logo for a client.
00:08However, the client's business is in trouble.
00:12And they don't know why.
00:14They think a new logo will freshen up the look and solve the problems.
00:19Unfortunately, it won't.
00:21If the product is to par, or the company is in the midst of a scandal,
00:26a new logo is like putting lipstick on a pig.
00:29You could proceed with designing the logo and taking the money.
00:33But that approach is neither ethical nor beneficial for the client.
00:37It won't result in a long-term working relationship either.
00:41Your goal should be to help define and communicate the brand,
00:44identifying any issues you see,
00:47and aiding the client in achieving success.
00:50To do this effectively, you need comprehensive information.
00:54While Wikipedia is a convenient tool,
00:57However, it won't answer the specific questions you have.
01:01You need to engage directly with people, including the head of the organization,
01:06your primary contact, the client's employees, existing customers,
01:10and any others who interact with the brand.
01:13Though, it may seem daunting when we're used to working behind a computer.
01:18This approach will always lead to a better solution.
01:22Most people enjoy having their opinions heard.
01:25First, find out the current brand's strategy, if there is one.
01:29What works and why what doesn't work?
01:32Remember, your questions should focus on the message, not the visuals.
01:36Most importantly, what does the client believe they are communicating?
01:42Next, understand the audience.
01:44Who is the current audience and who do they want it to be?
01:48Avoid broad answers.
01:50Like everyone, there is likely a primary audience.
01:54Who should the audience be now?
01:56Is the message reaching them?
01:58Who should it be in five years?
02:00Will that audience remain with the brand?
02:03Or is it time to start cultivating a new audience?
02:06Every client has competition.
02:09Identify who the client's competition is.
02:11Is there anyone else doing exactly the same thing?
02:15Are they more successful or gaining ground?
02:18Who is the competition's audience?
02:20Is it the same as your clients now?
02:22Or will it be in the future?
02:24And what is their brand message?
02:27Think beyond the obvious.
02:29For instance, there was a client who had a non-profit library foundation.
02:33While the apparent competition was bookstores and online books.
02:39But other cultural institutions and museums were also encroaching on the client's audience.
02:46When discussing values in branding, we aren't referring to political issues unless your client is a politician.
02:52Values refer to the fundamental beliefs the organization adheres to.
02:58These often stem from the company's beginnings.
03:01For example, when Dapp opened its first store in 1969, the founders emphasized creativity, delivering results, doing what's right.
03:11And always thinking of the customer first.
03:14These principles continue to guide their products, interactions with employees and customers, and the messages they communicate.
03:22If the values had been make cheap clothes and money fast, the quality, customer interaction, and message would be entirely different and likely unsuccessful.
03:32Determining the correct core audience and establishing.
03:37A clear set of values is like an archaeological project.
03:41You may need to dig deeper and spend time sifting through information to find the right answer.
03:47Always remember to collaborate with the client.
03:50They may not be the best at filtering the information.
03:53But that's where you come in.
03:56What's happening right now?
03:57What's happening?
03:58What's happening right now?
04:22No.