How turning data into a product can shape the brand identity of a business
— A different approach to branding
When we consider branding, the first things that come to mind are usually the visual elements, such as logos and colors, that represent a company, organization, or product. However, according to Marty Neumeier, a prominent author who writes about brand in his book “The Brand Gap,” branding encompasses far more than just a logo or visual identity. In fact, it involves a comprehensive perception that develops in the minds of the target audience through their overall brand experience. This experience is made up of a variety of factors, including the product itself, customer service, tone of voice, and visual identity. In this article, we’ll explore a different approach to branding that involves turning data into a product to shape the brand identity of a business. We’ll examine how this approach can create a cohesive and impactful brand experience that engages and informs your audience in a compelling way.
— Introduction
Brand identity is a critical aspect of any successful business. It is more than just a logo or design; it’s a narrative that shapes the company’s perception and relationship with its audience. For instance, a company that values sustainability might incorporate eco-friendly materials in their product design, use messaging about sustainability in their marketing campaigns, and utilize visual design elements that evoke nature and the environment. By ensuring that all elements of the brand are aligned and consistent, a company can build a stronger connection with its audience, gain their trust and admiration, and establish a clear and distinctive brand identity. However, creating a cohesive brand identity can be a complex process, and there is often a disconnect between creating the visual identity design, product, and marketing campaigns, leading to a less effective overall brand experience.
Fortunately, it appears that the traditional separation between visual identity, product, and marketing is gradually eroding. Instead, numerous instances of successful branding reveal that the product itself has become the most critical branding and marketing asset, guaranteeing a seamless and comprehensive experience at each interaction point. For example, companies such as Miro and Figma have developed their visual identities and communication strategies directly from the elements found within their product. These and other similar examples demonstrate that prioritizing the product results in a more organic and iterative process, where the product or platform guides the visual brand identity as well as the marketing, which evolves in tandem with the product, resulting in a more consistent and impactful overall brand experience.
— Data-driven products and brand identity
Now, what if the product is also data-driven? And here we are not necessarily talking about conventional product innovation cycle that stems from research, but rather the process where data is turned into a product. This approach allows to create a unique visual language and communication assets that sets the company apart from competitors.
At CLEVER°FRANKE, we had multiple opportunities to observe cases where the products we created have influenced the brand identity of our clients’ businesses.
One of the examples of product-driven branding in action is the Africa Climate Mobility Initiative platform. By using data to guide the design of their platform, Africa Climate Mobility Initiative was able to adopt a unique visual identity that reflects their mission to create sustainable and accessible mobility solutions in Africa.
Africa Climate Mobility Initiative has prioritized using data visualization to communicate their research-heavy information, such as impact related to climate change and mobility in Africa. Africa Climate Mobility Initiative’s emphasis on data visualization has impacted not just the design of their digital platform but is also shaping their overall visual identity. By using the platform to create other visual assets for social media and other outputs, which adopt the same design principles, Africa Climate Mobility Initiative is creating a cohesive and recognizable visual identity.
The most exciting part is that once the platform was completed, our client had meaningful and informative content readily available to share through multiple channels with their intended audience. This is helping them effectively connect with their audience and build positive relationships, especially since the research-heavy information is meant to be accessible and relatable for many to encourage action.
— Data visualization can enhance brand communication
When forming brand identity, data visualization can serve a greater purpose beyond visuals.
Data visualization can help organisations enhance their communication strategies and convey intricate ideas and insights more effectively. By presenting data in a compelling and easy-to-understand format, organisations can communicate complex information to their audience more clearly and briefly than relying on text or numbers alone. This can be particularly important for businesses that operate in technical or data-driven industries, where clear communication of complex information is crucial for success.
We saw the significance of data in facilitating effective communication when working on the Dutch Corona Dashboard project for the Ministry of Health, Welfare, and Sport (VWS), an online dashboard that provided everyone in the Netherlands with the most up-to-date information about the COVID-19 situation.
As the number of users and the influence of the dashboard grew, so did the need to communicate the same information outside of the dashboard. As a result, our clients began using the same materials to share on their social media channels, which eventually became a crucial part of their communication strategy. Effectively communicating complex information on social media platforms was particularly important, and sharing charts and other data visualizations generated from the platform played an essential role in achieving our client’s goal.
The visualizations we originally created for the platform became a recognizable part of the VWS public image. This was not only due to their distinctive visual style, but also because of the effective way in which the data was presented.
— Conclusion
Turning data into a product can provide a unique approach to branding that can shape a company’s visual identity and enhance its communication strategies. By prioritizing the product and allowing it to inform the visual brand identity and marketing, companies can create a more cohesive and impactful overall brand experience. The use of data visualization can also serve as a powerful tool to effectively communicate complex information to the target audience. Through the examples of the African Climate Mobility Initiative and the Dutch Corona Dashboard, we can see how data-driven products can shape a company’s brand identity and create meaningful visualizations that engage and inform their audience in a compelling way, ultimately shaping the overall perception of the brand. As businesses continue to leverage data-driven products and embrace the power of data visualization, they can create unique and innovative ways to stand out from competitors and build strong connections with their audience.
Visit the project “Voices from the Frontlines” to learn more about climate mobility in Africa and our case study about the Dutch Corona Dashboard.
Contributors: Rugile Dunauskaite, Maira Ribelles, Elena Etter
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