Brand is seen as something etherial, something intangible. But this video that I came across last week has a different perspective. It's looking at the role of design in innovation, and arguing the business case. There are some interesting ideas to consider...
Design's Role in Innovation from Design Council on Vimeo.
Now, design is not brand, if you're thinking of design as creating a new logo, for example. But if you think of design as fundamental to creating the structure of a business, to giving meaning to the products and services on offer, to the strategy of a business, then that's a very different proposition. It that instance I think the word design and the word brand are interchangeable.
So, with that in mind, here are the three things that stuck out for me:
The origin of the word 'design'. From the Latin 'designare' - to designate. To give things meaning. If you think of your logo, and the other elements of your visual identity, they are all there to give meaning to your company. To be more than just colours, shapes and words. To make your company more than just a provider of a product or service... So do they? What is the meaning behind your business? Or are you just a provider of a product or service?
Design (brand) is about giving people what they need whether or not they know they need it. Brand isn't always about answering questions. Sometimes it's about asking them. Why don't you do it this way? How useful would it be to have this product? Just look at Apple. They've built an empire on giving consumers what they need, not asking them what they want. They've developed a loyal customer base by focusing on customer needs. So look at your customers. Do you give them what they need? Or do you just give them what they want?
The storm is the time to fish. I love this Inuit proverb! When the environment is at it's worst it's very tempting to stay somewhere safe and familiar. But the opportunities are still out there, if you want them. Harder to get to, certainly. But they're still there, and there's probably less competition to catch them. So what are you going to do? Jump in your canoe, brave the icy waves and going looking for the fish? Or stay somewhere comfortable and hope the fish come to you?
So when you look at your business and your brand do you see something tangible? Does your brand make a positive impact on your bottom line every month? Or is it just a logo on your business card? Or some ideas bouncing round your head?
