Your Brand Deserves to Be Discovered

Branding, as a term, has been applied to everything from toothpaste to my niece's online presence. It is ubiquitous and can seem as simple as creating a social media account and adding photos of one's meals.

But branding is serious business. It is a core element of every successful product or service globally.

Branding goes far beyond a simple logo, brochure, or website. It is a process that addresses the big ideas of successfully communicating a company's unique message.

Designers have a relationship with a client that is often transactional. I design your logo and then move on to the next client and project.

But a branding strategist and designer works with an organisation's entire communications program for the long term. It's a relationship that allows for greater success for both the client and designer.

Understanding the Bigger Picture

To understand the big picture and create a strategy, we'll explore research methods that don't require an elaborate or complex plan.

It's critical to determine:

• What a client does or what they produce
• Who the audience is now
• Who the audience could be in the future
• How they communicate to that audience for success

Research, interviews, and strategy are as important as designing an exceptional solution.

And I have a few tricks for presenting the work that lead to approval and ownership by the client and end user.

Creating a Cohesive Brand System

We'll define what a word mark, icon, monogram, logo, and colour palette are, and consider how they all work together as a cohesive visual system, with typography and imagery that reinforces the brand message.

We'll also navigate the handoff of a branding system and how to create an ongoing relationship with a client that can continue for years.

I've seen too many graphic designers with rare and amazing talents limited to designing only a logo on a blank page, then ending the job.

I know they have the brainpower and vision to do so much more.

I want you to move past a singular project and become an integral and indispensable partner with the client.

Your Brand Deserves to Be Discovered

Visionary Brand puts India's best D2C brands in front of buyers who are actively looking to purchase.

Every brand listed is reviewed.

Every brand is here for a reason.

Developing Your Brand DNA

I love to travel.

One day, my brother and I arrived in Mexico, specifically Cancun, and we saw one of the longest queues we've ever seen.

We thought it was for passport control, and thought, “Oh my gosh, we're going to have to wait so long to get to the beach.”

When we got to the front of the queue, we realised people were queuing for Starbucks.

We were so confused and looked at each other, wondering why people would travel so far just to go to Starbucks.

This is when I realised that when people find themselves in an uncomfortable situation, they will go for what they know, and a brand gives that feeling of reassurance.

Starbucks, McDonald's, and Coca-Cola are among those brands that have done so well, and you can do it too.

So, you just don't have a business. Have a brand, and I'm going to show you the way.

When you think about a brand, there's a structure to it, and you can create your own brand DNA.

There are six elements that compose the DNA of a great brand.

1. Vision

When you think about vision, really think in terms of how far you want to go.

What is the vision that you want to achieve for your business?

If you think about Bill Gates, he was very clear in terms of what he wanted to achieve at Microsoft: to have a computer on every desk and in every home.

2. Values

Next is values.

When you think about values, what are the things that really matter to your business?

What are the beliefs that you would never go against and never compromise?

These are the principles that help define what your brand stands for.

3. Brand Personality

Then comes brand personality.

If your company was a person standing next to you, what kind of person would that be?

Think about the voice and the tone of how you express your business and how you can keep it consistent across all the elements of communication that are part of your brand.

4. Positioning

The next one is positioning.

Let me give you an example.

Chocolate.

When you think about luxury chocolate, what comes to your mind?

Now, I want you to think about chocolate that you can get every day in your supermarket.

This is the same product, right?

But the positioning is very different.

So now I want you to think:

How would you like to be remembered in your customers' minds?

Are you luxurious?

Are you modern?

Are you local?

This is so important because that will have an impact on every single aspect: your design, your strategy, and so much more.

5. Purpose

The next one is purpose.

This is so important because it's not about you; it's about the impact that you want to make on the world.

What is your reason? Why are you doing it beyond money?

Yes, what is the change that you want to see in your space?

When I created my nonprofit organisation, it was definitely not about money.

I wanted to create a space where I could help more Black women in tech succeed.

What is the element that is really frustrating when you look at your industry?

This is so important because this is the heart and the soul of your brand.

6. Products and Services

And the last one is product and services.

I put this one last because most businesses focus on articulating their product and benefits, which is not enough to create a great brand.

People come to you because they need to understand what you offer, whatever solution that you offer.

But at the end of the day, if you don't meet expectations, all of this will not work.

Now, It's Your Turn

Now, I've given you the secret to creating a great brand DNA.

What is great?

What is missing?

What can you improve?

Now it's up to you to create a Visionary Brand.