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Brand is the Story, Design is the Storytelling Lara Honeybul
Lara.Honeybul@aspen-waite.co.uk
The importance of Branding and Design
B
randing is everywhere. It’s the ‘minty fresh’ tingly shower gel that smells glorious but always burns your eyes in the morning. It’s the ‘bad boy burrito’ you ditched your boring tuna sandwich for at lunch. It’s the soothing mindfulness session you selected to give yourself a warming hug at bedtime. Branding constantly influences our daily lives, the decisions we make and the actions we take, often without us even realising. Brands live in the minds of everyone who experiences them. They’re our perceptions, and our perceptions dictate our behaviours.
How we perceive brands determines whether or not we buy into or form a relationship with them. Our perceptions are our reality, and this is where the real power of branding lies. Good branding can shape your reality and can be the deciding factor of choosing one brand over another. When asked to describe a company’s brand most people refer to the logo, the store and it’s products. Think of Apple for example. Many instantly think of the shiny MacBook pros, the sleek logo, the tech expert ‘Genius’ bar and so on. Those are not the brand; those are simply the brands assets.
A brand isn’t something you can touch or visit, see or smell, it’s not a tangible thing. A brand is a feeling, it’s what people feel and think when they hear your company name or experience your assets and services. It’s your company’s story and that story is what sets you apart from your competitors. It encompasses where you’ve been and more importantly where you’re headed. It not only forms a connection with customers but builds brand love and longevity.
