How to Build a Better Brand from Four Experts Who Know

Brand-building is key to any successful business. Design plays a critical role in the development and evolution of a brand over time. Here, we ask four branding experts about the factors that influence brand success and why. All have taught branding workshops that you can watch for free during Branding Week, June 20 to 24 on Creative Live.

Meet the Four Branding Experts

Megan Auman is a designer, metalsmith, educator and entrepreneur who has built a multi-faceted business around her passion for great design and sustainable business. Her eponymous jewelry line is sold in stores across the U.S. and online. Her designs have been featured in Design Sponge, Better Homes and Gardens, Cooking Light and more. In her class, Brand Your Creative Business, you’ll explore what makes your business a unique brand and find ways to share it. You’ll learn about implementing a brand strategy and growing and protecting it.

April Bowles is a writer, creative business consultant, marketing strategist and photography dabbler. She wants to live in a world where artists and makers adore their blogs, write with confidence and know how to get their unique work in front of people who love it—and scramble for their credit cards because they just “have to have it.” In Make Your Creative Business Uniquely Successful, April will help you cultivate a deeper confidence in your product through developing a more nuanced understanding of your brand.

Stanley Hainsworth is founder and chief creative officer of Tether, a design and branding agency in Seattle. Prior to founding his own agency, he worked as creative director, defining and reshaping the stories for Starbucks, Lego and Nike. In his class, Branding Essentials for Designers he’ll talk about the role stories play in developing a strong brand identity and how to create a strategic roadmap for sharing a brand story with the world.

Lewis Howes is a lifestyle entrepreneur, high performance business coach, author and keynote speaker. He hosts The School of Greatness podcast, which has received millions of downloads since it launched in 2013. His newest book, The School of Greatness, provides a framework for achieving real, sustainable, repeatable success. His class, Start Your Profitable Podcast & Build a Brand, will show you how to start a podcast that makes money and grows your brand.

Learn from the Branding Experts

HOW: What’s the difference between a brand and a set of branded elements?

Howes: Your brand is the feeling people get when they interact with you or your work. It’s how they remember you and what they say to someone else when describing you. Your brand elements are just the visual representation of that feeling.

Bowles: A brand is all the marketing and communication you do to differentiate your business from the competition. Branded elements like a logo or business card are pieces that help to make up your brand.

Hainsworth: A set of branded elements are the badges and the delivery mechanisms for a brand. A brand is a thing, but it’s also a feeling, a movement, a passion. A brand puts a promise out into the world, “if you interact/experience/try our product or service then you will…”

Auman: Simply put: Emotion. A brand is an emotional connection repeated over time. Brand elements are one signifier of those emotions. The challenge in branding is that it’s very difficult to build an emotional connection simply through the elements we traditionally associate with branding. The emotional appeal comes from the product itself, the stories a company tells, the experiences customers have with the company (both online and off), the experiences customers have with the products, and even the way a company is represented in the media. Read the rest here.

 

Design Links, An Ongoing Series for HOW Design

I have been managing a biweekly column for HOW Design called “Design Links,” which features three artists every other week. Each artist chooses the next link in the creative cog, and talks about how they inspire them. We also show two projects from each artist, so readers can get a taste of their work. So far the links have taken us from New York to Berlin and Sweden, to Hong Kong and beyond. Tune in every Wednesday to see where the links take us next.

Here’s a snippet of part nine in the series.

Jonas Williamsson is inspired by …

Emma Åkerman

She is working between fine art, commissioned work, and self-initiated projects. Emma’s visual language constantly develops through experimentation with new techniques, but always in line with her distinct expression. I read the quietness in her images as something of a reversed strategy, when everything around us is getting overblown and bold, to make place for critical reflection and afterthought.

fake-portrait-2

Design Links: A Chain of Creative Inspiration, Part 2

This is part two in my new series, Design Links, on the HOW Design blog. Every other week, three artists will be featured whose work offers fresh, fun and stimulating creative inspiration. Each artist picks the next link—someone who personally inspires him/her. Check out the first part in the series, featuring John Foster, David Plunkert and Seymour Chwast, here

The links in this chain feature Jenn David Connolly, RaShelle Roberts, and Laura Zollar. Read the full story here.

Eye Of Venus
Artwork by Laura Zollar.