Be Honest With Yourself
Consumed => “7 pro tips for starting a new branding project” by Natasha Jen on The Creative Bloq.
=> My value add (i.e, left a comment, in this case, on Facebook)…
While design is certainly important, it must work in concert with the broader experience of the brand. That is, when the Guest (aka consumer aka customer) experiences the brand what do they think; what do they expect? Brand / branding is no longer a one-way street, yes?
Therefore, to optimize effectiveness you cannot design for what the brand hopes to be, but for what they really are. Else the disconnect will cause friction, if you will, in the market. If the brand wants to be something other than what it is then it’s fair to ask, “Very well then, how do you plan on closing the gap? How soon? Perhaps you should begin the journey first and we’ll address this re-branding once you’ve covered some of the gap?” That is, wishful thinking isn’t enough.
p.s. LOVED Tip #1 (i.e., Be Honest With Yourself). Success isn’t always about where you do step, but where you don’t. #4 is a keeper as well.