Ancient Secrets to Timeless Branding
Philip VanDusen ??
Branding Consultant | Creative Entrepreneur | Creative Professional Coach | Founder, Brand Design Masters, BONFIRE | Brand Strategy | Graphic Design | Content Creator | YouTuber | Podcaster | Speaker | ECD | VP of Design
Sometimes, it’s easy to fall into the trap of thinking what we do as creative pros isn’t all that important.
We’re pushing a mouse, moving pixels around.
Designing logos, websites, editing video, creating content, maybe writing some copy.
When you start to think that, I want you to stop - and instead think about…Ermine Street.
Ermine Street, is a road in England between London and York.
But it’s not just any road.
It’s a really, really old road.
Ermine Street was built after the Roman invasion of Britain in 43 AD - and is still in use today.
In fact, many of the roads that the ancient Romans built are still being used.
How do these roads withstand the test of time, remaining intact for almost 2000 years?
The answer lies in the construction methods they used.
They didn't just lay stones over dirt and ‘call it a day’.
They built in layers.
Lots of layers, it turns out. Roman roads can be 5 feet thick!
First came sand, then gravel, followed by pebbles and successively larger stones, and finally, the finishing paving stones.
This meticulous approach created stability and longevity, making Roman roads some of the most enduring structures in history.
As creatives, I like to think we’re a lot like those Roman engineers.
Our clients come to us with their vision – their destination. And it's our job to build the road that will get them there.
We start with the sand of understanding their core values and mission.
Then, we add the gravel of market research and audience insights.
Next, the stones of messaging, positioning and brand strategy are put into place.
And finally, we lay the paving blocks of striking visual design.
This process ensures that the brand we build isn't just visually appealing, but also strategically sound.
It’ll be a brand built to endure the challenges of time, market pressure and competition.
As a branding partner, it’s important to remember your responsibility extends beyond aesthetics.
So, next time you’re at your desk I want you to think of it this way:
Your role is to be the engineer of an epic brand journey.
You are crafting a pathway that is going to carry our client’s business to long-term success.
You are building them a road into history.
Not just pushing a mouse.
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resources
Planoly: This social media planner empowers creators to schedule posts, manage multiple accounts, and organize your content.
Humane: AI hardware pin that, according to the video of the prototype, does everything but make you dinner. Looks suspiciously like Google Glass, but it projects everything like a slideshow onto your hand. (you have to see it)
Later: A social media management platform that allows you to plan, publish, and analyze social media content in advance. Packed features to save time and grow your business.
MyMind: This browser extension is kind of like Pocket, but on steroids making it easy to save almost anything from the web: images, products, sites, text and more. AI makes everything you save immediately searchable. Looks cool. $5.99/mo
Exemplary: All-in-one content creation tool for video & audio. Helps you generate summaries, video reels, transcripts, captions, translations & more with simple prompts.
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recommended
After an influx in 2020, the creator economy has continued to grow. ConvertKit surveyed more than 1,200 creators about their plans for the year ahead—here’s what they learned. READ
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watch
领英推荐
The wait is over! My annual design trends videos is always the most hotly anticipated content I create each year - that always gets 500k+ views. Find out why. WATCH IT
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listen
PODCAST EPISODE 123: Freelancing Success Power Tips: The ultimate guide to leveling up your freelance business. We dig into key topics that can make or break your career. LISTEN
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community
BONFIRE is turning up the heat everyday. The Mastermind Community for Creative Pros that everyone's talking about. HERE
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coaching
At a crossroads in your career or business and not sure what the next right step is?
Pivoting in mid-career and need guidance on which way to go and how to get there?
Struggling with a decision about your portfolio, social media presence, content creation, networking or how to attract the clients you want and deserve?
Let's get you back on track with a clear plan of action and new-found confidence to more forward. Read what others are saying about coaching with me.
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quote of the week
“Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.”
~ Howard Schultz, CEO, Starbucks
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courses
Brand Strategy 101, our signature course shows you exactly how to use proven strategic branding processes with your clients so you can land bigger projects, increase your fees, get paid for thinking and become a highly valued business partner
When you enroll you get immediate, life-time access to all the course videos, checklists, downloadable tools and resources.
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resources we recommend
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Philip VanDusen is a branding thought leader and principal of Verhaal Brand Design an agency that leverages strategy and design to build brand equity for companies and entrepreneurs. Get more from Philip in his brand?muse newsletter, his industry leading YouTube channel or the Brand Design Masters podcast.