Some of the best branding workshops are the ones that make us partake in analogies. The building blocks of branding are emotions - identifying who we are as individuals, companies, our missions, our values - and then turning those intrinsic beliefs into something visual that conjures up the emotion.
But what are those beliefs and emotions?
If we take a moment to compare ourselves to our competitors, and even something fun that Chip Conley has done for his hotel chain - picking a magazine on which his hotel brand is built - forces us to answer questions like, "How do I perceive myself?" and "How do I want others to perceive me?"
I've also seen this done by gathering a group of logos - from cars to restaurants to clothing lines to cities. The point is to compare how you identify one vs. the other and why you feel you identify with one more than the other.
If Piccadilly Arts were a magazine, what would it be? Something that spoke to authentic traditional art forms...combined with modern eco-friendliness. I must visit my local Borders to hunt down this allusive magazine.
Monday, June 08, 2009
Branding Workshop
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