Hypocritical commentary
Nicely done.
I see a different side of that subject, but it's just as annoying. I don't do branding, I do graphic design. I'm about sick of people telling me they are, were, or will soon be a graphic designer. This usually translates into something like "I have a computer and MS Word, and it would be cool if someone would pay me to use them". Idiots. Most of them haven't the slightest idea what being a graphic designer is.
hdw,
Agreed.
I think both writers and graphic designers encounter this. People assume because they had to write papers for school and because they engaged in artistic activities as children, that writing and design are something "anyone can do."
They couldn't be more wrong.
It's all about focus, in my opinion. If you're trying to be everything to everyone, you're going to be doomed to mediocrity.
Focus on consulting. Focus on writing. Focus on graphic design. Focus on a granular aspect. Be the greatest at that particular aspect and figure out how to make a living doing that.
Thanks for taking the time to stop by and comment.
Hi Rick,
I've spent a couple of hours on your blog now. I know nothing about marketing (I've just graduated as an MSc in molecular biology). The kinds of concepts discussed in this site (and the sites you link to) are a completely new world to me. However, I think I'm starting to gather a picture of what it is you're trying to say, although I may not agree entirely.
You see, I'm not a graphic designer, but I'm a bit "into" graphic design and web design (maybe I'm one of those pseudo graphic designers that hdw talks about).
It's like when you first understand the meaning of a concept, you start encountering it everywhere. After reading your blog, all of a sudden, all of my favourite web designers claim to do "branding".
But what if they do do branding, even by your definition of the word, and maybe even while only knowing a little about marketing.
The examples you give are all quite obvious. But the fact of the matter is that graphic designers do more than just logos. And web designers do more than just graphic design. And design, for that matter, might be more than what is immediately apparent of the word (just like branding means more than what is apparent to most designers, right?).
Picture an agancy which has the most essential of its interaction with its custommers over the web. Lots of such agencies exist. Now picture this agency hire one of those really competent graphic designers (who also claim to do branding). Clean design, everything works and is easy to comprehend and use, looks good too, not like shiny and gradient type "good", but good in the modest and robust kinda way. Don't tell me that consistent good experiences with their web site will not contribute to the custommer's gut feeling of the agency. It could even be the only thing contributing to that gut feeling, depending on the type of agency. Wouldn't that be branding then? Or am I completely off track here?
Everything on http://www.parcrittenhouse.com/ for instance (not just the logo and graphics but everything else too), could have been the work of one of these web/graphic designers. And doesn't all that contribute a great deal to the gut feeling towards Parc Rittenhouse, to the extent that a custommer might consider buying one of those condos? (Or am I just being naive here)
I don't know, Rick. What's your say?
Great blog. I really enjoyed reading. As I said, this is the first time that I've really become familiar with what concerns you people in the commercial sector. Also I must say, either you're really good at writing (ranting), or I'm too much used to reading textbooks and scientific litterature.
I was also thinking.. you know with many of these web designers going on and on about how design is really not design but communication, and how design is really usability and all that (I'd be happy to provide you with links, but you're probably more aware of it than I am).
Now I just read one of your posts where you equate the terms usability, marketing, branding, communication, and what not.
So, as I see it, it does seem that there is a sincere overlap between what you do (marketing) and what they do (design).
But I'm guessing that's not how you see it.
Shiraz,
To say the least, I'm honored. The fact that you found the writing engaging enough to spend a significant amount of time here? I'm very touched. Thank you.
Now to your questions.
Okay, I threw some softball examples in there. Guilty.
Let's dig into a more brand-oriented question:
You have a product. It requires functionality that you would rather buy than build. You have the option to partner with one of two companies, both with identical features.
Which partner are you going to choose? Do you choose the partner with the best identity/Web site or do you choose the partner whose rabid and enthusiastic (and cool) customers you have encoutered in the market?
This is decision based on brand, not graphic design.
Yes, you're absolutely right, everything you mention plays into the perception of brand. And all can be prompts for an emotional response.
What I'm saying (or struggling to say) is that companies that purport to be a one-stop shop for branding and identity development better have more behind it than just some pretty pictures.
I think I'm taking exception with the term "brand" being used as a synonym for "identity" or worse yet "logo."
For your example of Parc Rittenhouse, I'd say the identity, the Web site, the copy, the intended emotion are all driven from a central brand concept along the lines of "If ever there was a neighborhood with the ideal balance of residential stability and a lively commercial, artistic and cultural life, it’s delightful, world-renowned Rittenhouse Square."
This positioning isn't generally something that a graphic designer is going to create. But it is critical to empowering the graphic designer to produce the best work.
Am I making any sense here? Responding to your request with a comment that takes an hour to read? 
Yeah, I think that makes a lot of sense. I'm on your side. And over the weekend, I've even developed an air of mistrust towards designers that claim to do branding! But I also realize that I moight not be the one you need to convince.
I stumbled upon a statement from a prominent designer that said:
"Any brand that is a good brand has a lifestyle, a point of view, a culture, an attitude – or all of these things – associated with it."
So he does acknowledge that brand is much more than just design. But then came:
"In all seriousness, a company with a poorly conceived brand or poorly designed logo should enlist the services of a talented design agency to remedy the situation."
And apart from this, there are the ones of your fellow marketing people, who seem to know what they're talking about, while still arriving at a completely different definition of brand than yours (also, here's an interesting take).
So it seems like it's a jungle out there. I wish you a lot of luck. And thanks for a really cool blog. I'll stick around.
Yes, but my definition of brand is the right one. Oh I kid. Sort of.
Part of the problem with discussing brand is that it's a loaded term. If we used a term like "reputation," it might be a little easier to hone in on a more consistent definition. Or not.
Thanks, again, for taking the time to read and comment. I'm glad you'll be sticking around.
Take care,
Rick
good point. but what comes first, the chicken or the egg? for a newly formed company, the image it presents right out of the box, the whole user experience included forms this emotional tie to the product.
nike had had to rebrand itself a few times to gain it's following, starbucks was right away.. the idea came first, the coffee second. apple... it struggled in the beginning ,too.
thnaks for writing your thoughts. thanks for sharing
~dayna
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