The connection between Design Thinking and branding might not be clear to everyone, so this text offers a perspective on the topic.
Creating iconic brands through design thinking
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results
new heights
Creating a brand involves much more than just designing an image and turning it into a symbol. The significance of an image goes beyond its visual aspect; if one only focuses on linking an image to an action, it results in merely a pictogram.
This is where Design Thinking becomes crucial. Discussing a brand involves not just design, but also marketing and value. Building a brand means constructing the company’s image – the first impression that people will associate with its products, services, and values.
Consider why brands like Apple, Nike, and Adidas are valued at millions of dollars, while many designers struggle to convince clients to pay even a fraction of what their work is worth.
Design Thinking enhances branding by fostering collaboration across design, marketing, and value creation, aiming to develop brands like Apple and Nike that resonate deeply and personally with consumers.
Everyone has experienced this on some level. In the '80s, people put patches on their jackets. In the '90s, they added buttons to their backpacks. In the 2000s, they decorated notebooks with stickers and wore event t-shirts. Many have stood in line for a cool freebie at an event and placed it on their desk.
A designer who uses Design Thinking must step out of their comfort zone. They need to interact with those who understand the company, its services, and its customers, often meaning collaboration with marketing, product, and sales teams.
The designer’s role is to represent something greater than just a drawing. A branding project embodies this. By adopting this perspective and communicating it to others, the chances of creating a truly iconic logo increase. People might even start asking, “Who designed this logo?”
This is the power of branding combined with Design Thinking. People don’t keep these items just because they liked the design or the designer; they keep them because of the emotional significance and personal connection.
In conclusion, building alliances at work is crucial. Encouraging contributions from others and viewing a design project as a team effort is essential. Involving others in the process ensures that the project transcends personal design preferences and becomes a collaborative effort.
Design Thinking enhances branding by fostering collaboration across design, marketing, and value creation, aiming to develop brands like Apple and Nike that resonate deeply and personally with consumers.
However, it’s not just about creating a well-crafted briefing; it requires understanding the client's perspective. The goal is to create something that merges the designer’s creative style with the client’s needs and, most importantly, resonates with their customers. The aim is to make customers engage with the brand because they find a personal connection with it.
It’s essential to involve the marketing team in the co-creation process.
If you think that it is your case:
Proven success:
real branding transformations you can see
Proven success: real branding transformations you can see
