The brand is ‘meaning building’ through design.

 Jooyun Kim's 

Spacebranding vol.11


"Design is like the soul of business".

<‘Why’_The core of the brand>

Management consultant Simon Sinek explains the equation for business success with the 'Golden Circle' diagram of three concentric circles. In the Golden Circle, the very edge circle is 'what,' the next inner circle is 'how,' and the last middle circle is 'why.' According to him, there is a pattern of successful people or entrepreneurs, and the pattern has three concentric circles.1)

Golden Circle from simonsinek.com/commit/the-golden-circle

He says this about 'work'. Both people and companies know 'what' they are doing, and some of them know 'how' to do it. However, very few people or companies know the 'why'. Some simply answer 'why' to make money. But making money is the result of 'work'.

If the purpose of 'work' is money, that person or company can achieve its purpose by any means, but if you look at the history, such a company did not have a long life. In the text, 'why' refers to reason, belief, soul, spirit, and uhl. For example, it is like 'why companies exist'. The ‘why’ and the ‘meaning’ of the business are the key.

<Branding is completed through a holistic experience.>

The brand is fundamentally related to the image. Customers perceive brand clues consciously, unconsciously, or sensory in the image. Customers have confidence in the brand through these clues.2) Brand-related design products all play important roles in branding.

2021/6/17 Google's first offline store in Chelsea, New York. Google Store Chelsea from oneslist https://oneslist.com/n/6064

It's not like you only have to play well individually like golf, but like soccer or basketball, each team member is important. Everything from products themselves, logos, packages, displays, stores, signatures, and advertisements to services such as salespeople's attitudes is a team for the brand, and the brand succeeds when it cooperates to become a successful business. 

Everything related to the "Brand Buildup Process" is a brand experience. Here, of course, the first thing to be considered is the product or service you are trying to sell. The remembrance of Andy Hertzfeld, a McIntosh computer team, shows how obsessed Steve Jobs was with the image of the product itself.

“We wanted to make the Macintosh state-of-the-art in every conceivable area, and we wanted to make it the best work of art, both technically and artistically.”3)


<The brand is about making meaning through design.>

Design as an image is not a method but a purpose to build a strong emotional bond with consumers. In the past, the design was a means to create added value, but now it has become the purpose of the business as the most important factor for branding in business competition.

Carlos de Bevilleacqua, vice president of Artemide, Italy, a global company that produces beautiful and modern lighting equipment, says.

Artemide 'Alphabet of light system' from https://www.artemide.com

"Today, many market-oriented companies know that design is competitive. As a result, all companies are trying to leverage design. However, design is not an activity to create a good-looking appearance, but an activity to present a vision and realize what the company wants.”4) After all, a brand is about creating meaning for your business through design.


<The ‘soul’ of the brand = ‘design’>
Tom Peters, the originator of management, says the new added value comes from a much more profound experience and design than a product or service.5) He said that the design of an object does not determine likes or dislikes, but love and hate. He also emphasizes that design is the soul of business.

TOKUJIN YOSHIOKA x LG: S.F_SENSES OF THE FUTURE(2017) from http://www.lgnewsroom.com/2017/04/tokujin-yoshioka-x-lg-s-f_senses-of-the-future

Interestingly, even Steve Jobs used the term soul in design. “Most people think of design as a cover. However, this is far from the true meaning of design. Design is the soul at the heart of man-made creations.”

If human beings can existentially distinguishable from animals in a spiritual dimension, it would mean that design is an existentially differentiating dimension in business. In short, both emphasize that 'design' is the 'core' of business strategy. There is always an aesthetic design behind the shining brand. And from a social point of view, the design creates enormous economic effects.6)




<5 Summaries>

"Design is like the soul of business".

"The core of a brand is a reason or belief. For example, 'why a company exists'."

"Customers perceive brand clues consciously, unconsciously, or sensory in the image."

"Every design related to the brand is a brand experience."

"Brand is about creating meaning for business through design."


 Kim Jooyun <Spacebranding> pp17
1) Simon Sinek, “How great leaders inspire action”, TED talk from https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
2) Dan Hill, body of truth : leveraging what consumers can't or won't say, Wiley, 2003, pp. 37
3) 桑原晃彌／著, 1分間スティ―ブ.ジョブズ 人生に革命を起こす77の原則, SBクリエイティブ, 2011, 33쪽
4) Roberto Verganti, Design Driven Innovation, Harvard Business Press, 2009, pp. 66
5) Tom Peters, Tom Peters Essentials Design, DK, 2005, pp. 9
6) Frank Wagner, The Value of Design, Verlag Hermann Schmidt GmbH & Co. KG, 2015, pp. 69


Jooyun Kim

jykim@hongik.ac.kr

 

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