In the context of brand design, it is highly important that the confidence of the brand strategist in forwarding a product is reflected in the personal approval of the brand. The personal approval of the product or brand should be at all levels of mental understanding of the particular brand. The strategist would have to be in the consumer’s shoes to get to the core of understanding why a particular product will be appreciated by the consumer and thereby design a strategy for promoting the product to create effective brand movement. The branding strategizing should be flexible and covering a wide range of thought to attract all the possible perspectives of niche audience with the brand. The niche audience will resonate with the brand, in texts and images only when the brand is of a personal nature with the audience. That is basic human nature, to think of personal advantage and benefit.

The brand strategist should be able to explore this personal aspect of brand marketing in order to craft a design.

For this the strategist would require information and data and analysis reports to understand why the brand should be forwarded to the consumer. This is a huge responsibility, one that involves creating a brand concept that is resonating with consumer psyche. The responsibility is also of a personal nature, as the brand strategist cannot deny the personal involvement with the brand, however impersonal that brand may be.

To explore this personal-impersonal conflict, the strategist has to take sides and that too the sides of decision making in terms of brand conflict. The personal-impersonal conflict is reflected in the brand conflict and to resolve this is in the good interests of the strategists as the resolution of this conflict will decide the success or failure level of the brand. There should be absolutely no dilemma in the mind of the strategist while identifying himself or herself as the consumer exploring the brand. Any dilemma will only outwardly manifest as a half hearted approach towards the brand. No, a half hearted approach definitely won’t do, the strategist should have his or her full heart dedicated to the responsibility of promoting the brand.  

The evolution of a brand design should be at par with the evolution of a grand design. Imagine a superstore as the grand design. The components of the superstore; that is the products are the dots in this grand design. Just as these dots connect together to create a superstore, similarly the dots of product thought together connect to create a design. Of course, being thoughtful and contemplative is an important characteristic of a brand manager to create a brand identity. The brand identity then becomes the personal identity of the brand manager and everyone else involved in the design.

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