I recently strongly disagreed with a graphic designer on the “what is a brand?” topic in an online business forum.
He said a brand is how your business LOOKS.
I said it’s how it FEELS. (to you and your dream customer)
He said any designer can help you with branding.
I said (most) designers don’t know anything about branding.
What is a brand?
A brand is an experience made up of so many different elements. How you make your customer feel. How you look. How you talk. How you understand your dream customer. The story you tell about what makes you different. How you develop trust. How you remain consistent. What your customers can come to expect. Managing those expectations. Understanding the hurdles to purchasing from you.. I could go on and on and on 😉
Designers are good at designing.
Brand Experts are good at translating.
The middle translation between client and designer is the space that I’m in.
If you can’t clearly explain your vision of your brand to your designer so much will be lost in translation.
Learn more about closing the translation gap in a 1:1 Brand Clarity session here.