How to Structure a Brand
This article was contributed by Levina Kusumadjaja
When I was in kindergarten, I loved art class. We used to learn how to draw straight lines, crooked lines, zig-zag lines, all kinds of lines. We also used to learn how to draw basic shapes, like rectangles and squares and triangles. But it grew a lot harder in secondary school.
One of my least favorite assignments in art class was 3D perspective drawing. To do this, we had to pick a focal point and a focal line, then build the rest of our drawing around them. I remember I struggled so much I had to re-do my drawings at least 3-4 times every time I was given a 3D assignment. It was horrible.
But, was it really that complicated ?
Think about it. A 3D drawing is no more than a collection of basic lines and shapes. The difference is that instead of being seen as separate elements, they are placed strategically within a system to create this harmonious structure we call as a picture. A 3D drawing of an office building is made of lines and shapes, it's just they're put together in a way that both the artist and the audience may agree that it is a skyscraper.
The story above illustrates the challenge faced by a brand strategist. Many clients come without understanding the structure of their brand as a whole. In the beginning, there was a clear vision, ideal client, and 1 or 2 products. But as the business grew, they started adding teams, sub-brands, products, and services, it started to lose focus and clarity. It's like a messy pile of lines and shapes. In the client's head, they are selling 10 different products under 7 different brands. So, when they come to us, they will say things like:
"I need 7 different logos."
"I need you to work on 10 different packagings."
Meanwhile, we know that our client isn't looking to build 7 different brands. Our client is simply building 1 brand that offers a variety of products and services. Our client isn't building a bunch of lines and shapes, but one giant skyscraper.
So, how can we overcome this challenge?
First things first: Map out the structure.
Sit down with your client and map out their business, their brand. Figure out what value they are actually offering to their customers. Organize the messy pile of lines and shapes into a skyscraper so your clients can understand their brands better too.
You cannot create a strategy for something that you cannot articulate.
You can't strategize for something you don't understand. You can't figure out your client's ideal customer and their goals without understanding the value they are offering. Mapping out the structure helps create focus and clarity that allows you to determine where your client is at now, where your client wants to be, and how you can help them get to where they want to be.
Cheers!
Levina
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About the author:
Levina is a writer based in Indonesia. Because of Melinda Livsey, she recognized the power of brand strategy for every creative. She is sharing about her learnings as she goes to help creatives have fun in their growth and journey of building brands. Connect with her on LinkedIn and say hi!