Purpose is the center of brand design: POV, Principles, Positioning And Personality

A well-executed brand is often the difference between success and failure. The brand guides how the world sees and hears you. It guides memorable content. It is emotional.

Identifying industry positioning, brand context and content approaches that align with the purpose is an iterative process that I experienced while at TEN, SF Motors and Faraday Future. Both of the latter EV startups, were positioned in the premium, green tech space ahead of traditional auto manufacturers. Since people choose cars for more than transport reasons both EV companies approved tier-1 vendor support for brand development.

Brand vendor experience: RGA, Landor, Accenture, BLITZ (Amp Agency)
Tools Used: CubeYou, Meltwater, Sprinklr, industry datasets, focus groups

The Process

Examples of branding projects worked on with vendors. Due to confidentiality, full detail not shown.

understand the founders’ true mission, vision, and core beliefs. place those motivators against the current product strategy. Why does the world need you?

Research the Industry and assess the under-served white space within a competitor positioning matrix. Find the opportunity.

Build context around the chosen position within the competitive landscape. Why are you different?

define the audience attracted to your positioning and context. Big data tools, reports, and audience research validates assumptions. Who Cares Most?

Drill down on your audience and define key personas and the characteristics that define them. How do these people think and act?

compile findings to develop a brand story, visual identity, tone, and so on. What aesthetic and message stands out to your audience?

Create an ICON AND NAME DESIGN that REPRESENTs the brand’s essence. iterate until it feels right.

An iterative brand book and guidelines then puts it all in a bow to share internally. Marketing strategy and creative to sell your identity can now begin.