Last week at The Camp House, The Company Lab and TBSDC co-hosted our latest seminar in the Experience Talks series, “Branding Identity: What’s Your Business’s Personality?” Our panel represented two perspectives of the branding world: those who own brands, and those who create them.
So, what did we learn?
- Your brand is your company’s identity – it’s who you are, what you do and why you do it.
- Defining your brand is only half the battle; you also need to communicate it accurately and effectively to your markets.
- Don’t be afraid to lean on branding experts, who can help you find your voice, flesh out your message and shoot it out to the right audience, through the right channels.
Read on for a few sound bites from our panel discussion:
“There’s only one best, and there’s only one cheapest.” Paul Rustand // Widgets and Stone. With branding, differentiation is essential. How do you make your brand stand out in the crowd – particularly when we’re bombarded with thousands of brand messages every day? Find a way to be disruptive or to intimately connect with your audience. Start with a clear sense of who you are, and of what your company is.
“Branding is a ‘heart’ thing, but data is important.” Isaiah Smallman // Fancy Rhino. Generally speaking, branding is more of an art than a science. But there are methods to the madness, like using data to inform decisions. Don’t let numbers define you, but do let them guide you. If you research your industry, track your markets and know exactly who’s getting your message – and who isn’t – you’ll set your brand up for success.
“The more talent you can surround yourself with, the better.” Taylor Monen // Taco Mamacita, Urban Stack, Community Pie, Milk & Honey. Sometimes, as the owner of a business, your closeness to your brand makes it hard to see how it’s interpreted by everybody else. It’s not a bad idea to budget for some expert guidance. A creative agency or brand strategist can help pull concepts out of your head and into the world, swiftly and effectively. You may know your industry, but they know the complex and ever-changing world of branding, so their advice could be invaluable as you create a brand that will be relevant now, and 10 years from now.
Join us Dec. 10 for our next Experience Talks installment, “Success Stories.” Click here for details.