Story: What is branding?
Many graphic designers make a logo. A logo will be a symbol of a brand, but a logo is not branding.
A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand’s customers, its owners and shareholders. – Wikipedia
A while ago, I watched Donald Miller’s video on YouTube. At the end of 2021, I really eager to connect design and marketing. I would like to increase a client’s ROI as much as possible. In the holiday season of 2021, I would like to focus on the story brand.
The Difference Between Marketing and Branding
©Business Made Simple, powered by StoryBrand
As I help a small business to develop a brand, his opinion is very rational. Small business needs to survive in the competitive market. Sales are essential rather than branding if I make it a priority.
If I prioritize sales, a client’s product or service has to be better than a competitor’s. Otherwise, I cannot tell a target audience why they should buy from a client. Not much persuasiveness, in this case. If there is no product/service differentiation, a client may need a better brand more than a competitor.
This is my current opinion in 2022.
What is Branding? A deep dive with Marty Neumeier
©The Futur
Marty Neumeier is an American author and speaker who writes about brand, design, innovation and creativity. He is currently Director of CEO Branding for Liquid Agency, a branding agency in San Jose, California. – Wikipedia
A brand is a person’s gut feeling about a product, service or organization. – Marty Neumeier
Authority of the design industry. His books are an essential textbook for every graphic designer.
Building a StoryBrand Summary | Book by Donald Miller
©B2B Video School
– A character = customer, not you
– has a problem = external, internal, philosophical
– and meets a guide = empathy, authority
– who gives them a plan = process, agreement
– call them to the action = direct CTA, transactional CTA
– that helps them avoid failure = tell a story with stakes
– and end in a success
– Human needs survive, safety, relationship, self-actualization
This is a good summary video. I am going to buy this book at Audible someday. It’s already on the wish lists.
Forbes: 7 Steps To Clarify Your Message And Connect With Your Audience
7 STORYBRAND Website Examples (from a StoryBrand GUIDE)
©ClearBrand
– Imprint the story brand
1. What the customer wants → What you do
2. Display problems
3. Solid guide, process
4. Clear CTA and repeat
5. List of the negative impact to a positive solution
Business Made Simple, powered by StoryBrand
©Business Made Simple, powered by StoryBrand
©Donald Miller Words, LLC.
– Clear message
– CTA or Video
– Negative impact if you don’t take this offer
– Lists of benefit
– 2nd Video confidently
– Features
– Process
– Pitch
– FAQs
– Testimonials
– Schedule
– Price table
– Form
A stable website with clear copywriting rather than a high-interactive website with a fancy unclear message.
©Flux
Each designer has a different process, but I think this video shows an industry standard.
This is the part of the store brand. You may have a clear message and structure. Brand identity and style guide help you to consistent impression.
Conclusion: Results driven website
In 2022, developing a website is not a unique skill in the design market. Designers A, B and C can make a website. Even consumers can make it with a template. How does a target audience differentiate between ourselves and others?
– Clearly tell them what we do
– Searchable when they look for
Even we update a website, there is no guarantee to findable a service on Google by a target audience. We, as a web designer, knows a lot of todo, and we can make a result step by step.
