What Comes First in Branding?


There is Brand Design, the creating of logos, packaging and style manuals, there is Brand Experience Design, the creation of product or service journey delivery across existential consumer touch points, and there is what I do at What’s The Idea?, Brand Strategy.

It’s nice in my world because brand strategy is the precursor to all other brand building initiatives. It’s the starting point.

The North Shore-LIJ Health System is in the midst of changing its name and logo. They’ve decided on Northwell Health as a name and a multicolor, multi-pixilated logo. Before Monigle Associates, their design house, started work they needed a brief. A brand strategy brief.

When Dunkin’ Donuts redesigned its stores to improve experience and dial up profitability, Starfish, their partner, needed a brand strategy brief.

When you decouple the brand strategy brief from the logo, package or experience design you get a cleaner, no lobbying approach. Brand strategy is the starting place for all things brand. It should not be part of another process, but a process in and of itself.

The design of the brand strategy is not a means to an end, it’s THE means to an end. Not an extra process, it’s the most important process. If you need some help with your brand strategy before building things, let’s chat.

Steve at whatstheidea.