Branding

With TWTR launching their IPO yesterday lets discuss branding...

While it may seem cheap to mock my own creative failings, I do have a business that I want to develop and products that I want to sell.

The most interesting part of creating something is how to build what we now call a brand.

An interesting term because branding, usually by means of charring, comes from livestock.  The act of marking [by branding] livestock with fire-heated marks to identify ownership has origins in ancient times, with use dating back to the ancient Egyptians. Among the ancient Romans, the symbols used for brands were sometimes chosen as part of a magic spell aimed at protecting animals from harm.

So over the years branding has transitioned to other types of goods. The brand being a name, a logo, a slogan, and/or a design scheme, which becomes associated with a product or service. A good product with superior branding is something customers can identify with. The key is the ability to build a relationship with your consumer and drive that repeat and subliminal business.

A good example of superior branding is Kleenex. People by default in the United States of America ask for kleenex when they need a facial tissue. We are so deeply ingrained with the idea that we blow our nose with Kleenex that their brand is an almost subliminal choice.

The synonymous use of brands vs. products is from fantastic marketing.  Good marketing and good branding is the result of understanding people and how they think. If you can successfully build an image that becomes a long lasting and irreplaceable part of a cultures psyche, then you can establish product dominance. Some things are so iconic that they simply don't need marketing. For example,  Post-It Brand notes.  What to I need to say about these?

I want to create a great design for my company and myself, but how do you compete with multi-million dollar design firms?  How do you make a way for yourself in an industry that is saturated with brilliant marketing.?