Cutting Through Noise
That’s what branding is.
The basic term branding is referred to as people’s notion about something.
As Marty Neumeier puts it, it is the gut feeling about your company. Your branding does not exist on paper, packaging, billboards, Instagram posts, etc. It exists in your customer’s heart and brain. To reach that place, your brand must stand out.
In today’s crowded market, you cannot expect to get noticed when all you do is blend in. To create a dent in someone’s life, it is demanded that you need to be different. If you look at Apple, you don’t need an orange (or Microsoft) to compare it with. Its new MacBook Pros and Advanced Silicon Valley Chips lineup have redesigned the game.
In fact, with the release of M1 Ultra, it had gone ahead of its own game. No YouTube videos, blogs, or articles can compare the M1 MacBook’s power with that of Microsoft’s Surface Book. Do you know why? Because Apple has managed to stand out. It has cut through all the noise and created a revolutionary product.
Branding, when done right, becomes a feeling. A feeling of trust in your product or service. A sense so strong, that people cannot afford to ignore it. They have to try it out. Once they do, they want to do it again because it is just so good. Building a distinctive and simple brand involves building that connection and trust with your customers. A product so good, that they can stand by it for the rest of their life. A service so good, that they cannot stop recommending it. That’s what an authentic brand is. Everything else is just noise.
Thank you for tuning in!
#SaturdayShots is a series of blogs featuring design content packed in two-minute reads for your weekends.
About the Author
I am Aadarsh Pandey, co-founder and graphic designer at Humane Space LLP. Humane Space is a human-centric creative firm that specializes in brand and social media management.
