Purpose is the center of brand design: POV, Principles, Positioning And Personality

The brand guides how the world views you. It is emotional. It often determines success. It guides memorable content.

Identifying who you are is an iterative process. It requires datasets and research tools. Shown here, my branding work occurred at TEN, Faraday Future and SERES SF Motors - the latter EV startups were positioned in the premium, green tech space ahead of traditional auto manufacturers.

The Process

Understand the founders’ true mission, vision and core beliefs. Place those motivators against the current product strategy. Why does the world need you?

Research the Industry and find the under-served white space within a competitor positioning matrix. Find the opportunity. Build context around the chosen position within the competitive landscape. Why are you different?

Define and drill down on the audience attracted to your positioning and context. Who cares most? Define key personas and defining characteristics. How do these people think and act?

Develop a brand story based on findings, visual identity, tone, and so on. What aesthetic and message stands out to your audience? Create a icon and name design that represents the brand’s essence. Iterate until it feels right.

An iterative brand book and guidelines act as a brief for marketing strategy and creative to sell your identity.

Now create and present meaningful content assets to generate buzz. Brand DNA and audience define your content story.