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.

 

5 Ways to Pay It Forward this Holiday Season

In the spirit of holiday giving, we asked several creatives to tell us how they give back to causes they are passionate about. Whether it’s donating money, time, or belongings, every little bit matters to those who are in need. We hope their stories inspire you to pay it forward this holiday season and all year long.

Create Art for a Cause

Salli S. Swindell has taken part in an annual event for the past 15 years called the Christmas Stocking Competition, which is held at The Grey Colt in Hudson, Ohio. The event rallies artists, crafters, and DIY’ers to create a handmade stocking using any medium or materials. The stockings are revealed at a preview party in the shop, and then on display in the window the following week. “People buy raffle tickets to win a stocking and the proceeds are all donated to a local cause,” Swindell says.

About 60 stockings are submitted each year garnering an average of $6,000. “The preview party is such a fun and festive event. It’s amazing how creative people get with their stocking entries. Over the years I’ve seen carved wooden stockings, garlands made of clay stockings, every kind of fabric and stitching, and even an evening gown in the shape of a stocking! Many of us here in town start thinking about our concept in the summer. It’s a super cool event that connects the community in a creative way and helps a local cause.”

Read the full article here.

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Loyalty & the Rebranding Process: Celestial Seasonings

Celestial Seasonings has led the herbal tea brand category since its inception, 45 years ago. It boasts a legion of loyal brand fans who love everything about the brand from its many tea flavors to its iconic and lovable illustrations on the packaging. But, as with any beloved brand, change is inevitable, and Celestial Seasonings was no exception.

Tether was hired to reposition the brand without losing its core consumer base. Stanley Hainsworth, Tether’s Chief Creative Officer, acknowledges, “Our challenge was a tough one: Introducing and attracting a younger audience that didn’t have a previous experience to grow from, while still staying true to the existing brand, and its loyal fans. We believed at heart, the great tea flavors and the authentic story of Celestial could resonate with both given the chance.” Read the rest of the story here.

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What Does it Take to be a Great Leader?

Some people think that to be a successful creative business leader you need a killer instinct or take-all mentality. But Stanley Hainsworth, founder and chief creative officer of Tether, says true leadership requires generosity, compassion and a willingness to let others lead.

Stanley Hainsworth may be the most eccentric person I know, but he is also humble and kind, which may be the key to his success. I’ve witnessed the hoopla at industry conferences after he presents to the crowd. Creative professionals flock to him to ask questions, get advice, or just be near him (and his hair). Hainsworth exudes a certain je ne sais quoi and he takes time with everyone who approaches him, intently listening to their questions and offering guidance, all with a smile on his face.

Hainsworth single-handedly started Tether in 2008 after spending three and a half years as the chief creative officer of Starbucks. Since then, the creative firm has moved three times in its Pioneer Square neighborhood of Seattle to accommodate a growing staff of interactive, industrial and graphic designers, writers, and videographers. Tether now has 75 employees and a second studio in Portland, Ore.

I asked Hainsworth about his path to success and how he inspires his staff to continually churn out amazing work for clients such as BMW, Red Bull, Gatorade and more. Read the rest of the article here.