BRAND BUILDING
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 data and research. My branding work occurred at TEN, Faraday Future and SERES SF Motors, The EV startups took premium, green tech positioning, ahead of traditional OEMs.
The Process
Understand the founders’ true mission and core beliefs. Place those motivators against the current strategy. Why does the world need you?
Research the industry and find the under-served white space within the competition. Find the opportunity. Why are you different?
Define and drill down on the audience attracted to your positioning and context. Define key personas. 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?
Package a brand book and guidelines. It is a brief for marketing strategy and creative to sell your identity. Iterate.
Create meaningful, interesting content. Collaborate with space influencers. Brand DNA and audience define your content story.
