Trigger Strategy
082: 2D Comparison
Oct 29, 2024
The hosts delve into a unique group exercise designed to refresh brand identity, mixing strategy with humor. They tackle the complexities of conveying brand values, revealing the pitfalls of subjective terminology. Flexibility in brand representation is emphasized, urging brands to align visual identity with practices. The conversation also includes a two-by-two matrix for competitor analysis, showcasing innovative branding strategies. They discuss how startups and corporations face distinct challenges during branding transformations.
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Quick takeaways
- Defining a brand's identity requires collective discussions to clarify the true meanings behind descriptive adjectives among team members.
- Using visual exercises in brand workshops helps teams sort marketing materials, facilitating both individual reflection and group consensus for a cohesive brand strategy.
Deep dives
The Importance of Understanding Brand Identity
Defining a brand's identity requires more than just listing adjectives to describe it, as interpretations can vary significantly among team members. Instead of simply stating that a brand should be 'friendly' or 'modern', a more effective approach is to explore the underlying vibes and meanings these words hold for different individuals. It is crucial to facilitate discussions that clarify what these terms signify collectively, which can often lead to a better understanding of the brand's essence. This depth of discussion can help designers and teams move beyond superficial descriptors and instead identify the core characteristics that truly resonate.
