Experience Headhigh : Branding, Let the Conversation Begin.

This is the first in a series of dialogs aimed at finally solving the question of Life, the Universe and everything involved in the abstract topics of design and marketing. In this conversation we will be talking about the big bad B word....Branding.

Esteban: When industry outsiders think about advertising, they’re more likely to think of it as the pitching of products rather than an interaction of relationship and experience — companies mean so much more than that today.

Paul: Businesses and corporations possess the kind of identity once saved for individuals — it’s just natural that they should move, in essence, to brand self-actualize, a reflection on the stories that make them unique, an ownership of characteristics that, true or not, people identify with.

Esteban: When you mentioned Brand Self-Actualization, I think you’re hitting on the old axiom of know thine self, or even better make sure you know what everyone else thinks about you. It’s been expressed as nicheing, positioning, brand personality, competitive positioning …

Paul: UVP (Unique Value Proposition), Brand Spectrum, Brand Identity… the buzz phrases could go on infinitely and still only tell a portion of the story. The most beautiful packaging will sell a product, once; meanwhile a great product can go completely undiscovered if not “presented” properly. People will get confused if an offering is one thing today and something totally different next week. This is why the marketer needs to know, and define, thine product and purpose.

Esteban: Or risk the customer, or, even worse, the competition defining it for you. Brand audits often reveal inconsistencies — different packaging across a product offering, divisions identified by incorrect names, I’ve even seen a company logo that wasn’t in it’s company colors — things that could be solved by a Brand Identification document.

Paul: Which should also contain a messaging strategy — defining tone, key language…the process of discovery is like climbing the mountain to speak with the guru.

Esteban: But we climb the mountain for our clients, and the truths we deliver are never delivered in riddles. Well, thanks for having this chat. We’ve polished the tip of a very large iceberg, which hopefully stimulate thought. If any of our readers want to continue this conversation, or want their Brand Self-Actualized, simply contact me at Headhigh Creative.

Esteban Chavez is the Big Kahuna at Headhigh Creative.

Paul Elliston is wordsmith by trade, and a conceptual strategist by practice.

Conversation, it’s where the Headhigh Experience begins.

April 4th, 2008 / 0 Comments / Tags: Conversation, Paul Elliston, Branding, Marketing, Advertising, Experience