BRAND DEVELOPMENT STRATEGY
IDENTITY PRODUCT
DESIGN
About Me: I am a creative and analytical thinker, who has a practical aesthetic, and employs an iterative design approach in coming up with business solutions. In preparation for a career in design and business, I got an education in architecture. By my final year of architecture school, I had started my own business, while simultaneously working as an architectural assistant in a prominent architecture firm. These activities tasked my ability to carry out and excel in both right-brain and left-brain function based operations, as I created desirable experiences and translated them into economic profits. I freelanced in graphic and brand identity design before heading back to college for a degree in industrial/product design, and I have since worked in varying fields of architecture, graphic design, fashion and accessory design. I have been involved in brand identity design for over a decade, and I have independently created or collaborated with teams that have come up with brand-coherent, commercially successful products for companies in these fields.
My Philosophy: I believe that at the heart of every business is its customers; their functional and emotional needs. Developing a brand which has a dynamic personality, which relates with its customers on a level as personal and as intimate as possible, while creating economic value is what I aim for. I create strategies and solutions for unlocking hidden needs in the customer, and value for the company which satisfies these needs. That way, the company keys in on a competitive advantage and gains market share.
My Process: A brand is the gut feeling a consumer has about a product, service, experience or company. Branding is a visceral concept, and is as right-brain in nature as an art work. With this in mind, I employ big-picture thinking in my process, while still using the traditional analytical methods to define the parameters of ‘what is’ in the begining stages of my design approach. Unlike traditional brand strategists, I start mapping trends during the brand analysis stage, and I project my strategy into the future, considering what will be the needs of the customers, the trends and standards in that industry, and what will eventually become the “beaten path” which the conventional competiton will take. I believe that continually innovating and taking “the road less travelled” is the secret sauce of building a strong lasting brand, and I chart a course for achieving that.
BRAND ANALYSIS
BRAND STRATEGY
This is the process of learning about the nature and the opportunities in the market, who the primary customers are, the competitors and the brand’s strengths and weaknesses.
This is the process of defining the ideas behind the brand, as a result of the insight gained during brand analysis. The brand strategy chosen should be able to support the overall business strategy.
BRAND DEVELOPMENT
This is the process of crafting the components which will bring the brand to life. It involves naming, choosing colors, creating taglines, logos, visual and digital templates and stationery.
Customer Analysis
Brand Promise
Verbal system
Competitors Analysis Industry Analysis Company Audit
Brand Personality Brand Position Market Position Value Proposition Brand Architecture
Visual system Digital templates Printed Stationery Office Templates
Brand Promise Customer’s Needs
Customer
Brand Personality
Brand
Competitor
BRAND DEVELOPMENT STRATEGY
IDENTITY PRODUCT
DESIGN