Brands Are Like People
Base lead creative Thierry Brunfaut recently spoke at the Business of Design Week Hong Kong, (http://2013.bodw.com/) one of Asia’s most prestigious design events where he presented Base’s latest views on branding.
What surrounds us? People. And brands. Whether on the street or our screens, we are consciously or unconsciously interacting with brands in the same way we do with people. Why? Because brands are like people.
What happens when we meet someone for the first time? This person will probably tell us his or her name, age, hometown and profession. Brands do exactly the same. Brands are like people: they want their names to be remembered. Check out their logos. Very often they indicate the city they come from or the year they were born. Or, through a slogan, what they do. Take a closer look at some social media company logos: Facebook, Twitter, Skype, LinkedIn, FourSquare … They’re all blue, their logos look remarkably similar. It’s logical… the companies are more or less 10 years old. They look like teenagers, dressing all the same!
But the logo is not what matters. It is only a signature after all. What is really important is how these brands behave. Their personality. Some are huge, bold or brutal. Others are enigmatic. Some are shy and talk sweetly. Others feel feminine. Others still are extremely masculine. Many want to be nice, energetic and optimistic. There are as many ways to be a brand as to be a person: brands behave, act and have a voice. But do we truly believe them? The most important thing for all of us is to feel trust. Trust in what they do, their product or service, and today most of all, how they do things. Any break of trust leaves us disappointed, sad or, even, angry. When betrayed, we abandon them, in much the same way we act when people lie, cheat or otherwise act improperly.
New technologies do not make everything virtual. On the contrary. Through our digital devices, we are now experiencing true, emotional relationships with the brands we interact with. So, as we do with people, we should surround ourselves with brands we truly like and believe in. It’s an extraordinary moment in branding right now: brands cannot hide themselves. The internet won’t permit them to. They have to behave well to be accepted. They have to do what they say, discover their true personalities, and grow and evolve like responsible human beings. It is our task as designers and branding studios to help them do this. As such we don’t design for brands, but design for people interacting with brands! This new era of branding has already begun: the most successful brands of the future will be those that focus on people, not on branding.
Follow Thierry Brunfaut on Twitter: @ThierryBrunfaut
Follow Base on Twitter: @Base_design
CONSUMER MARKET STRATEGY
1.KEEP IT RELEVANT
2.EMMOTIONAL AND CULTURAL CONNECT
3.BRAND EXPANSION
4.CUSTOMER SERVICES
5.REALISING MARKET TRENDS AND USE
OF TECHNOLOGY.
PROS AND CONS OF
EXPANSION IN SUPERHERO AND GAMINGS INDUSTRY
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CONSUMER MARKET STRATEGY
1.KEEP IT RELEVANT
2.EMMOTIONAL AND CULTURAL CONNECT
3.BRAND EXPANSION
4.CUSTOMER SERVICES
5.REALISING MARKET TRENDS AND USE
OF TECHNOLOGY.
PROS AND CONS OF
EXPANSION IN SUPERHERO AND GAMINGS INDUSTRY
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42. Dandoy, traditional Brussels biscuit bakery
How to transform
a local family business
into a global family brand?
43. a local family business
into a global family brand?
Dandoy, traditional Brussels biscuit bakery
The 10- advice list
1
2
3
4
5
6
7
8
9
10
Read your past to build the future.
Use “Maison Dandoy” as name.
Tell your story. All the time.
Dandoy is about your people and family.
Dandoy means “Speculoos”.
Dandoy is Brussels.
Link with quality friends.
Say it simple.
Be consistent.
Smile.
How to transform
a local family business
into a global family brand?
45. Using the brands’ story to build a new brand
Dandoy crafts
biscuits very seriously
without taking itself
too seriously
Focus on
1 product
Home
=
Family
Focus on the
motherhouse
Brussels
roots
Older
then Belgium
46. a local family business
into a global family brand?
Dandoy, traditional Brussels biscuit bakery
Cookies as golden dots
How to transform
a local family business
into a global family brand?
49. a local family business
into a global family brand?
Dandoy, traditional Brussels biscuit bakery
A brand with a voice
Maison Dandoy
4– Le tone of voice
Speculoos.With two o.
Because it’s goood
Base, 15 juillet 2011
Page 22
Spéculoos, le vrai nom du roi des biscuits
How to transform
Elected family business
best Speculoosof the world
a local the people of Brussels
by
into a global family brand?
Speculoos, the real name of the
king of the biscuits
Élu meilleur spéculoos du monde
par les Bruxellois
Hungry speculators speculate on our speculoos
Bruxelles sans spéculoos
c’est comme Manneken sans Pis
Even Manneken Pis
eat Speculoosevery morning
Brusselspeculoos
Il vous faut une dose de speculoos
52. a local family business
into a global family brand?
Dandoy, traditional Brussels biscuit bakery
Each pack is a gift
How to transform
a local family business
into a global family brand?
55. a local family business
into a global family brand?
Dandoy, edition: theBrussels biscuittalking
Special traditional speculoos are bakery
How to transform
a local family business
into a global family brand?
56. A brand opening stores around the world
Opening of new stores outside Belgium
Maison Dandoy
Tokyo
57. a local family business
into a global family brand?
Dandoy, traditional Brussels biscuit bakery
International expansion
How to transform
a local family business
into a global family brand?
58. A brand with a voice you, soon?
A Dandoy store near
