The art of creation | The brand Edit

 

Daydreaming, observing everything, working flexible hours, time for solitude, turning obstacle’s into challenges, seeking new experience, building resilience, asking big questions, people-watching, taking risks, following passions, getting out of the head, losing track of the time, being surrounded with beauty, connecting the dots, shaking things up, being mindful, looking for an opportunity of self-expression ….

Here are some of the things that creative people do differently as mentioned by Gregoire and Kaufman’s masterpiece “Wired to Create: Unravelling the Mysteries of the Creative MindWired to Create: Unravelling the Mysteries of the Creative Mind” | 

How does it work with branding? Do the same rules apply when it comes to creating the brand face of the business?

Let’s take a look at the sample Company XYZ

Needs assessment | 

1 | new brand identity for a travel agent that specialises at sea/river cruises located in Denmark

2 | start-up profile

3 | lack of name, colours, typography, brand assets

Required | 

1 | a new brand identity, new corporate face, new tone of voice, presentations templates

2 | prototype of home page

 

Creative pathway for the brand launch aka the translation of activities that creative people do differently into commercial terms | 

1 | daydreaming – READ| brainstorming sessions

2 | observing everything – READ | market research

3 | working flexible hours – READ | remote working

4 | time for solitude – READ | creative thinking

5 | turning obstacles into challenges – READ | the prism of the most recent successes and failures across the brand marketplace spectrum

6 | seeking new experiences – READ | continuous build-up of brand experiences

7 | building resilience – READ | never giving up after looking at competitors heights

8 | asking big questions – READ | searching for the long-term goals and fulfilling the vision

9 | people-watching – READ | following the latest trends

10 | taking risks – READ | introducing innovation

11 | following passions – READ | transforming clients into fans and making they want to follow every step of the brand experience

12 | getting out of the head – READ | trend searching & thinking outside of own industry’s frames

13 | losing track of the time – READ | indulging into the creation of the brand’s image

14 | being surrounded with beauty – READ | looking at the quality rather than quantity

15 | connecting the dots – READ | discovering and re-positioning brand touchpoints

16 | shaking things up – READ | introducing and cultivation the “change” mindset

17 | being mindful – READ | thinking of the pat for the value of bettering the future

18 | looking for an opportunity of self-expression – READ | looking at branding through the prism of an art

Outcome | 

New logotype, new business cards, prototype of home web page

 

 

Recommended Reads |

1 | Schroeder, J.1 | Schroeder, J. (2005). The artist and the brand. European Journal of Marketing, Vol. 39 No. 11/12, pp. 1291-1305 | 

2 | Kawasaki, G2 | Kawasaki, G. (n.a.). The Art of Branding. Retrieved 2020, Feb 5, from https://guykawasaki.com/the-art-of-branding/ | 

3 | Peters, G.3 | Peters, G. (n.a.). Branding 101 for artists: how to create a strong brand for yourself and your art. Retrieved 2020, Feb 5, from https://emptyeasel.com/2009/03/02/branding-101-for-artists-how-to-create-a-strong-brand-for-yourself-and-your-art/ |