Branding Yourself

An interview by Design Sponge on branding and re-branding.

It’s funny how things come full circle. When I was in college, I majored in psychology and minored in business. So naturally, that combination led to working in marketing. My first impression of marketing: it was Bo-ring but it paid the bills. So while I was in school, I worked for a branding professor and when I graduated I got a job at a marketing research firm. I was knee-deep in marketing for four years and loathed practically every minute of it. I kept thinking I’d rather do something else…something creative!

The funny and ironic thing is: I am here today proselytizing about branding. Now, I actually find marketing pretty intriguing and definitely an area where you can be creative. I even read marketing books in my down-time now. I know…what? Crazy. Apparently, wisdom comes with age, experience, and hard-won hindsight.

Lately, I’ve been fascinated with watching companies rebrand themselves (Michaels, Jack in the Box, Bath and Body Works, etc.). I take note of it everywhere, down to the difference in tags on my Rebecca Beeson shirts.

And lately, I’ve been thinking it’s time for me to rebrand my company, Mateo Ilasco. Before writing Craft Inc., I actually didn’t give much thought to branding. I didn’t put a lot of forethought into it when I started my company. I figured good logo = good branding. And that was all there was to it. I made up the rules as I went along. I quickly put together business cards, packaging, and line sheets right before trade shows. It was hasty. So really, rebranding my company now is more about branding the company properly in a well-thought out, well-executed way. The way it should have been done in the beginning.

Branding is basically how we package ourselves and our business. It allows you to create a positive impression of yourself to your market. It’s about how you present yourself or your company visually and verbally, what reputation you want to mold for yourself, and what marketing tactics you plan to implement. Basically, it’s how you want to be perceived by the world and how you want to differentiate yourself from others. And you should be in control of it. If you don’t take active control of your brand, other people can step in and mold your image for you.

So as I’ve been thinking about rebranding/branding. Here are some guidelines I’m trying to follow and you should follow, too:

1. Your brand should celebrate your uniqueness. Copying is the fastest way to make your company not unique. Respect your competitors and analyze them without copying. When you figure out how to make yourself different–capitalize on it. Don’t cast a wide net to try to be everything to everyone.

2. Brands don’t have to be completely consistent. Not everything needs to be matchy-matchy. Remember that different looks can still elicit the same message or feeling.

3. Brands should have an element of mystery. You need to get a reaction from the marketplace–and that will not happen if you are too predictable. There should always be room for surprise.

4. Think small, even as you get bigger. Who wants something that feels corporate?

With enough talent coursing throughout the design/art world, oftentimes it comes down to branding and marketing that makes certain people and companies memorable and successful. Talent can only take you so far because no one will know about you or your business unless you make it known. (And you should do this of course without being overly salesy or obnoxious.) Lastly, remember that getting attention is easy compared to keeping the attention on you after that first fascinating moment. Relish in the spotlight while it is on you–but with people consuming more media than ever, attention spans run short, and that light can quickly fade. Only with consistent marketing can you stay at the forefront of everyone’s minds.

Good luck!