01. Why you are your own brand
Personal branding is all about creating your own identity and how you want to be perceived. It allows you to showcase your personality and engagement in the community. You must be consistent and display your values through the branding you choose for yourself. As designers, we need to be intentional because we are constantly learning and updating our skills to reach new potentials. Tools such as logo marks, color and typography stories and especially your mission and values define you as a brand. They may even describe your skill set and experiences. You have the power to define your brand by aligning your intentions with your actions.
My personal branding displays my design thinking and professionalism as well as key attributes about my design processes like being consistent, detail oriented, and organized. I feel that people looking to hire in the job industry are looking for what you have to offer right now. It’s better to show who you are in this moment than what you may think you may be in the future. Your decisions in what you display in your content drives action. Branding sets you apart from competitors and keeps you relevant in the field. It can come in many different forms like your personality and tone of voice. Your personal branding can open doors for you and may create an impression on potential and existing job prospects.
My portfolio website (which you are viewing now) is an extension of my work experience. Keeping it polished with updated projects is important and speaking on in interviews is even more. To talk about a project passionately in an interview means you must be interesting enough to sell yourself alongside it. Your branding should reflect the type of projects or company you want to work with, so you attract the right kind of opportunities.
I am excited to be a part of this field and hope to utilize my skills and experience to contribute to an organization I am passionate about. Personal branding helps endorse yourself as a brand and designer.
02. AI as a tool
I use AI for brainstorming and the initial process stages of my design projects like word relations and mind-maps in my design thinking strategy. It has amplified my creativity and inspiration since it is efficient in creating different iterations. Allowing me to have more long-term gains by working more productively. I would not use it for the middle to final stages of my work since it would be taking away the idea of it being my own.
In and outside of design (yes I know everything is designed but that's a conversation for another day) artificial intelligence is all around us. many exclaim “Will AI take over?” I believe that it already has. We use it for everyday things like GPS, social media recommended feeds, even suggested word phrases when typing emails. We should adapt with it, just like the design world did when Apple’s “Macintosh 128k” came out. Adobe, Vizcom, Figma, Autodesk, and many other design-related tech hubs have already released programs and plug-ins that encourage and incorporate aspects within artificial intelligence.
AI is supposed to be the all knowing technology but it has been established by humans who are flawed, in turn making it a flawed product. It lacks emotional intelligence and learns by stealing instead of making. With its own knowledge restrictions, it can only do what we tell it to do. However, AI will most likely replace a lot of the workflow in companies but it remains separate because we do not trust it entirely. We need trust to have an effective workplace.
Designers and marketers need to understand how AI can be used appropriately. AI works best on solving simple problems with help from large amounts of data. We can use this to our advantage by enhancing our existing human ideologies and strategies. We are its guide and content giver. The fourth industrial revolution is laying the foundations for innovative changes in the way we live; we just have to embrace it.
03. Faces are the new logotypes
Are people becoming their own content? This is a valid question in the context of how individuals are increasingly using social media to share their lives, thoughts, and experiences with others, essentially turning themselves into content creators. In terms of logo design, we can universally concur that a logo does not constitute a brand, and that brands are centered on vision and purpose as a way to foster trust. Content creators or celebrities add personality, reassurance, and confidence to their products. With the content that they make, those attributes are expected to show in their product in terms of tangible product or service.
Buyers may associate certain brands with their CEOs or advertisements with specific actors. This is difficult with big brands like Target whom we don’t know the name of their CEO but we do with Apple. People such as SimplyNailogical, a popular YouTuber social media influencer known for her content related to nail art and other creative topics created a successful nail polish company called Halo Taco. This astronomical growth in her company would not have been possible without the help of her viewers. Another example is Jinx, Chris Evans nutritional dog food and treat company sold at Walmart. To get a product into another store rather than solely on its own online website is harder to pull off, but since Chris Evans is Captain America, it works out. Creator brands are so powerful because cultivating a loyal audience is considerably more complicated than it is to launch a product into the market. These audiences support the creator and their products even more. With content creators and celebrities making their own brands, they prioritize their emotional and potentially relatable connection of their products with their audiences as a form of marketing.
Logos were originally created to distinguish products and companies in the physical world. With emerging creators on the rise, this concept has introduced an alternative way to build brands, one where many brands start from established personalities, rather than specific ideas. The personal brand of the creator is intricately linked to the overall brand, shifting the focus away from the reasons behind their actions and placing greater emphasis on the individual behind them.
04. Seasonal packaging and why it is important
Creating seasonal packaging is an essential aspect of product marketing and branding for many businesses. This practice involves designing and customizing product packaging to align with specific seasons, holidays, or special occasions. Seasonal packaging can be a powerful tool in content and marketing efforts for several reasons.
Packaging can tap into emotions and nostalgia associated with specific times of the year. For example, holiday-themed packaging can remind customers of cherished memories and traditions, making them more likely to purchase the product. Seasonal packaging sets products apart from their competition making it an effective way to catch the eye of consumers who are looking for products that match the current season or occasion.
Seasonal packaging implies a limited-time offering, creating a sense of urgency for the customer which may encourage impulsive buying. It also makes the product feel exclusive, as it won't be available year-round. Seasonal packaging can be used to promote different product variations that are appropriate for the specific season. For instance, a coffee brand might release special holiday blends and use festive packaging to promote them. Seasonal packaging allows the brand to tell a unique and compelling story around their product. This storytelling can engage your audience and create a deeper connection in turn boosting sales during particular times of the year.
Consumers are more likely to make impulse purchases or buy products as gifts when they are presented in appealing seasonal packaging. I know that I am certainly a victim when I buy holiday gifts. This can be a valuable source of content for social media marketing because products can be showcased in their seasonal attire and in different sizes. Especially around the holidays, consumers are looking to try new products, what better way to convince them if it’s mini? I have found that incorporating seasonal packaging into marketing strategies helps to maintain a consistent brand image and demonstrates that the brand is in tune with current trends and customer preferences.
Seasonal packaging is an important aspect of content and marketing in the industry. It enables brands to connect with consumers on an emotional level and differentiate their products in a competitive market. When executed effectively, it can enhance brand recognition, and drive sales, making it a valuable component of any marketing strategy.
Gordan, C. (2023a, October 26). Is the scariest part of Halloween the lack of creativity?. Dieline. https://thedieline.com/blog/2023/10/25/is-the-scariest-part-of-halloween-the-lack-of-creativity
Gordan, C. (2023, November 1). Starbucks invites you to “share the joy” with 2023 Holiday Cups. Dieline. https://thedieline.com/blog/2023/11/1/starbucks-welcomes-the-most-magical-time-of-the-year-with-new-holiday-cups
05. Personalization in design
Digital personalization creates a more engaging and effective user experience for the consumer. Beyond merely addressing the user by their first name in an email (especially when it's a no-reply email address), personalized design elements delve into tailoring the entire user experience to individual preferences and behaviors. This approach not only enhances a stronger connection between companies and consumers but also significantly increases the effectiveness of marketing strategies.
Designers must understand their audience (and ultimately their brand system) when curating the design to align with the users interests, making the content more meaningful and relevant. This will increase the users likelihood to engage and create conversation in the future. Personalized design involves customizing various elements of a user's interaction with a brand, such as content, product recommendations, and even the overall visual aesthetic, but these extend beyond content recommendations. Visual elements, such as color and typography schemes, imagery, and especially the layout of a website and buttons, can be adjusted to resonate more strongly with the end-user.
Testing is a huge factor in the world of correct user experience design (helping digital marketing results), a few examples being A/B testing, user testing, and data analytics. Testing ensures that the system or product is effective and delivers the desired results. It is essential to regularly review so there can be continuous improvement in the user experience and business prospects.
The user’s perception of the brand can change based on their personal and emotional connection. If the website experience is easy to navigate, the performance of exclusivity and individuality is a powerful motivator for brand loyalty because it doesn't leave the user confused or discouraged.
By tailoring user experiences based on individual preferences and user standards, brands not only capture attention in a competitive digital landscape but cultivate lasting relationships with their audience. Personalization is not just a feature but a fundamental strategy for success, driving engagement, and consumer loyalty.
Raitaluoto, T. (2023, May 11). How to use personalization to improve user experience design. Markettailor. https://www.markettailor.io/blog/how-to-use-personalization-to-improve-user-experience-design
06. New rules for reaching the media
Is a rebrand necessary? The decision to establish whether a rebrand is beneficial depends on the specific circumstances and goals of your organization but ultimately your audience will decide that. Will they still connect to the branding the same way they did 10 years ago? Probably not.
There are new rules for reaching the media through a rebrand and it starts with forming or enhancing your relationship with your audience. A significant part of content creation and media relations is becoming part of our audience's network. If we write and publish specific and targeted media, they are more likely to stay engaged after the rebrand.
Another question poised is, will the consumer recognize the brand after the rebrand? We can’t forget that trends turn to fads and the market is ever growing and changing. We see companies like Jell-O and Starry have successful rebrands because the brands adopted a more contemporary, minimized look that avoids corporate blandness. The designs are fun and playful and remain recognizable to consumers who have grown up with the brand. This is an important goal when relating to your consumers!
Promoting the new brand system requires the content online and offline to be clever and utilize both traditional public relations and new media. It must be easy to understand and translate clear typography and photography on the product. Your audience should not be confused when engaging with your product.
The brand should appropriately grow with its audience. This doesn’t mean adhere to every design trend and change your logo once a year, but conforming to what is interesting from a business perspective will grow the product's audience. Outdated packaging usually doesn't have a voice next to a sleek design on the shelf despite the quality of the product.
Yes, rebranding is often necessary to maintain brand strength and give your business better positioning within your audiences markets.
Yes, rebranding is often necessary to maintain brand strength and give your business better positioning within your audiences markets.
Pang, A. (2023, September 20). Why rebrand? 8 reasons to give your brand a makeover. Literal Humans. https://literalhumans.com/why-rebrand/#:~:text=A%20strong%20brand%20identity%20is,better%20positioning%20within%20the%20markets.
Sanchez, R. (n.d.). The best redesigns of Summer 2023. Dieline. https://thedieline.com/blog/2023/9/25/the-best-redesigns-of-summer-2023