Reading Response #1

THE BRAND GAP

Three things that are not a brand: a logo, an identity system, and a product. 

"A brand is a person's gut feeling about a product, service, or company."

The brand is defined, not by the creators, designers, or general public, but by different individuals and their interaction/feeling about it. Similar to some of the main brand ideals that Wheeler outlined in her book (authenticity & value), Neumeier states that trust is fundamental in the success of a brand because it is the fastest way to pitch a sale (think reviews from friends for certain products). As Neumeier continues, he presents us with the idea that a brand can have an estimated value that is accumulated over time based on several factors (product, marketing, design, etc.) but he reminds us that it isn't easily done. To build a brand with strong estimated values, or any brand in general, it takes the minds of both strategy and creative. The brand gap is what happens there is a lack of communication/collaboration between the two aforementioned things. When he talks about bridging the gap to become a charismatic brand, it's really interesting to actually notice the energy/brilliance of the charismatic brands present today and how they tend to dominate their markets. After this, Neumeier introduces his own brand ideals.

// 5 Disciplines of Branding //

1. Differentiate
2. Collaborate
3. Innovate
4. Validate
5. Cultivate

Three unambiguous questions that help define the basis of your brand are: Who, What, Why. While Differentiation will help your brand stand out, make sure your voice is clear and intentional, not muddled with uncertain statements and clutter.

DESIGNING BRAND IDENTITY

Wheeler presents brand ideals (visual, meaning, authenticity, differentiation, durability, coherence, flexibility, commitment, and value) in a very clean visual graphic, outlining the most important things that a brand must be. It seems as if a lot of brands are finally starting to understand the importance of some of these ideals for them to succeed as a business because more sites are starting to reveal their company culture, mission, and vision to outsider knowledge.

As she moves into a more detailed explanation of vision, the first statement really resonates:

"Vision requires courage."

In a world where it is so easy to conform and be comfortable with a safe job and safe ideas, to be willing to keep an open mind and leap into an opportunity requires lots of courage. But it is also the most rewarding, where the level of difficulty is tantamount to the level of success. This makes a lot of sense because it takes vision to imagine new possibilities and see the bigger picture of what could be possible instead of dwelling on what isn't possible.