Dive Club 🤿
4 brand strategy tips from Smith & Diction 💡
Feb 25, 2025
Discover innovative strategies for brand identity that treat brands as relatable personalities. Explore the importance of creativity, adaptability, and experimentation in brand development. Learn about productivity tools like Raycast Focus and Genway that help boost research and innovation. Mike and Cara share their invaluable hacks and mental models for unleashing creativity in branding.
07:29
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Quick takeaways
- Visualizing a brand as a person enhances its identity and emotional connection, moving away from corporate jargon to relatable traits.
- Building a brand is an ongoing process of experimentation and creativity, much like cooking with various ingredients to refine experiences.
Deep dives
Brand Personification for Effective Identity
Visualizing a brand as a person can significantly enhance the refinement of brand identity and tone. By framing the brand in relatable human terms, such as describing its personality traits, designers can access a more authentic and nuanced vocabulary that separates the brand from the typical corporate jargon. For instance, identifying the brand's essence with a well-known figure, like Malcolm Gladwell, allows for a deeper understanding of the desired qualities—intelligence coupled with approachability. This approach not only simplifies the communication of brand values but also fosters a more emotional connection with the audience.
