“…the assumption that a brand is just a look is fading, and finally people are beginning to realise that a brand is more a result. It’s the result of an organisation’s behaviour created by the entire community that an organisation relates to. More organisations today understand that all of these people are customers and all create the brand. Those that buy, those that lead and work for the organisation, those that invest in or supply the organisation and those that just walk by and see it in the corner of their eyes. This holistic understanding of what brands are, makes working with them more exciting when I consider my future in this field of endeavour.”

— michael wolff

Beginning to Connect the Dots

Over the weekend, I took a break. A much-needed break. Honestly, I have been searching to find necessary balance in my life, balance between quality time with Zac and work and furthermore balance in relation to working out and “office life.” As I was propped up by the television (and the computer in my lap) I came across David Airey’s blog. For those of you who are unfamiliar, like I was, Airey is self-professed designer of brand identities. His outlook on business is meticulous and thoughtful which allows him to understand how art can sell. It’s spectacular. But in one blog post he outlined the quote above from Michael Wolff that opened my mind about culture, brand identity and the future. I can’t stop thinking about it.

The Future of Branding

“Brand is more a result…” has stuck with me. Branding is not what we create in the beginning of our business; rather, it’s what we leave behind. Our brand is who we affect in the community. One’s brand is made up of one’s staff and customer base, one’s voice, and one’s worldview. A brand cannot exist without diction, language and relationships. Brand transcends visual design and bleeds into relationships, space and future vision. It’s such an inspiring idea. Branding is so much more than visual design.

Who Even is this Guy

Michael Wolff, the author of the quote above, is a writer and has been since he studied at Columbia University when he started working for The New York Times as a copy boy in the late 60s early 70s. He is best known as a respected columnist for USA Today, Hollywood Reporter and Briton’s GQ. Now, he isn’t a brand architect or visual designer. Why is he talking about brand identity?

A brand is more than what’s on paper; a brand is how you interact with the culture around you. Branding permeates all aspects of business which is why it’s so powerful. Wolff was an expert in popular culture, world events and public policy. He understood how minute events in history affected larger networks and company standards. He understood how companies can change history and how simple technologies can solidify industry standards at the highest level of capitalism and free world trade. The details aren’t important about him, but I want to make the connection clear, your brand, culture and community behavior are all holistically connected and impact one another in a symbiotic way.

Impact for the Future

Branding can change the world if we choose to tell a story that impacts more than just us.