The first lesson on Branding

We’re all familiar with these meetings and their usual course. The creation of something new, a product or a company, is always a moment when many ideas flourish, without necessarily being supported by real facts.

Truth be told, creativity and vision are more than desirable characteristics for the prosperity of a business, even if it's relatively difficult to monetize it.

What is the price of an idea that has yet no form whatsoever?

To answer this question, the idea must find ways to come out of the paper. At this precise moment, a fundamental mistake is too often made: creating your own bubble and locking yourself in it. Assumptions are a brand’s most powerful antagonist. For this reason, most ideas, no matter how perfect they sound in theory, never see the light of day.

In a world where business theory is no longer based solely on product features, the brand becomes a priority. Branding has this ability to place it at the centre of the system, like a sun that illuminates the paths, giving life to various actions.

During this evolutionary journey of brand dematerialization, something has remained unchanged: the need to delve into the human spirit.?

This is what good business ideas feed on. Not because consumers have the answer to everything, but because behind their words and actions the real treasures are hidden. The main challenge here is to know how to identify and reveal them.

This simple act of seek proximity with legitimate interest, going beyond tangible characteristics in order to investigate behaviours, values and perceptions, can be game changing. Something that will differentiate those who indulge the illusion of the safety of the nest – naming several so-called rational reasons to stay inside their bubble - from those who choose to fly above the “cuckoo’s nest”.

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So here’s the first branding lesson: One must fly from the nest.

But how to do it ? Here are three tips.

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1. A Dostoyevsky exercise.

Brands are a human construct. Understanding people’s behaviour and psyche requires going beyond superficiality. It’s essential to delve into the many why's, seeking the truth behind words and attitudes, in order to be able to apprehend people’s worlds and lifestyle. An exercise akin to embodying an omnipresent narrator, an intelligent and alert observer, gifted with mimicry and, at the same time, in search of empathy.

Dostoyevsky is one of those writers who have mastered the art of telling a story with an overall vision, while clearly defining the personality, values, feelings and desires that drive a character.

"They were like enemies in love with each other." - The Brothers Karamazov

2. Work out solutions as if you were going to save the Martian.

In the film The Martian, Matt Damon plays a forgotten earthling on Mars. Quickly, the astronaut decides to “colonize” the planet by planting potatoes. Meanwhile, on Earth, the teams are racking their brains to find solutions to find him. One of the ideas is a rocket project done in a hurry and launched without much testing. Result: it never left the biosphere.

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The film ends well, but what we've learned here is that it's essential to experiment ideas that sustain a brand’s concept, product or service - before launching them (I mean, if we really want to save the Martian). Key proposals should be put to test in order to verify their level of attractiveness and suitability, potential buy-in, and market opportunities. Why? Well, the main goal is to reduce risks, right?

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You may not remember it, but once Colgate launched a whole line of frozen foods, imagining that it could be present throughout people's eating process. Just like McDonald's forgot its fast food know-how and added pizzas to its menu. Two examples of rockets that exploded on takeoff.

3. Disregard the fast horses.

Henry Ford understood that if he had taken his customers literally, he would have designed a faster horse. Hence the need for rigorous market studies, conducted by competent professionals.

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To fully understand people and achieve the most powerful insights, you need to be able to count on a professional who is passionate about studying consumer behavior. Multiple forms of inquiry are possible.

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A good brand strategist likes to spy on restaurant conversations, open cupboards at friends' houses, or simply observe life from a coffee shop. But above all: they keep eyes, ears and mind always alert. Going beyond the obvious therefore requires the help of a trained and wary eye.

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Coming out of the nest represents the cornerstone of building a brand, an ongoing resource need over time, making a meaningful difference in the long term. Its effectiveness translates into a positive reputation and stable growth. The annual reports will show it.

Whether quantitative or qualitative, whether it involves simple or complex methods, immersion has the power to unearth those precious clues that fuel ideas and provide a compass for experts.

At essencedesign, we are convinced that creating brands behind your screen is a risky business. Many brands have fallen on hard times just because they forgot to check the water’s temperature before diving. If you don't believe us, ask John le Carré what he thinks. The British ex-MI6 agent, said:

“A desk is a dangerous place from which to watch the world.”