My design background consists of 8 years experience across both printed and digital communications. During this time I have provided new and existing businesses with in depth brand analysis, strategy, development and management from the ground up. Working along side a strong network of talented creative and media personnel, we have launched intriguing ideas to the marketplace whilst ensuring and measuring their success. In the past I have built and maintained brands through a forward-thinking and versatile approach. My goal is to create active brands that can adapt, understand and properly communicate to the needs of the market in order to drive successful business.
Approach to brand strategy through applied ethos, pathos and logos.
Ethos – Appeal to ethics
First we need to understand the philosophies that shape the world we live in, our cultural differences, how it determines our political governance, indoctrination and how it forms social structures and behaviour. Understanding this provides a general outline of the populations ethical and moral fabric. This is extremely important for branding as it effects what we consider to be socially acceptable and what we aspire to in terms of natural progression. Our ethics and morals form habitual human behaviour that is most commonly sparked by the subconscious. It drives our daily decision making, and is also responsible for the choices we make as consumers.
A deeper understanding of ethos will guide our approach during the strategy stage. Aligning a brands attributes with the morals and ethics of it's intended client base will allow it to resonate on a personal level, building positive rapport with customers.
Pathos – Appeal to emotion
As humans we all have the natural inclination to want to belong, whether it be to a certain group, class or scene. This is where emotional behaviour comes into play, humans project their passions and interests outward through various forms of expression. For example the clothes we wear, the music we listen to, the cars we drive, the phones we own, the houses and suburbs we live in. Almost every choice we make can be traced back to some form of emotive reasoning. Through our emotions we strive to attract like minded people who share our interests, passion’s and most importantly our live’s.
This consideration needs to be carried through the entirety of the creative process from a brand’s visual nature, it’s tone of voice and how - where and when consumers will engage with it. The most successful brands allow consumers to seamlessly align themselves to it’s values by understanding what it says about them as a person.
Logos – Appeal to logic
During the process of making a consumer decision, another important factor is logic. This should not be hindered by emotion, although it often is - after all we are only human. This train of thought is commonly based around financial decisions, however depending on the product or service it is necessary to include other factors such as time, location, health and well being. Logical thought is quite difficult to gauge and control as circumstances vary greatly. If we are able to appeal to a consumers morals, ethics and emotions successfully then we have won half the battle.
This can certainly alter how a brand sells to it’s customers in the market place, through varying price points or a wider range of products or service offerings. If the customer feels they are receiving a good deal then it will appeal to logic greatly
In order to correctly execute any brand strategy we need to continuously ask the questions our consumers will be faced with. No stone can be left unturned as once a brand has been launched it's values will face immediate public referendum which will determine a brands success or failure. Throughout this exploration and questioning process we are able to provoke a deeper level of thought, unlocking interesting and insightful information which can then be applied to a brands core values.