Quit Lying Saying You Create Brand Identities

In this video, we explore the difference between identity design and branding and make the argument that identity design is not branding. We argue that identity design is just one part of the branding process, and that it's important to be clear about the specific services you offer and not to overstate your expertise.

Do you ACTUALLY create brand identities or do you design logos? Be honest!

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Host: Chris Do
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster, MOCS Media, Tasca Studios
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic

[angeljurado]

This video could be summarised in:

Brand identity is 10% of the Branding process and without the other 90% your brand is hollow.

[MostafaMarmousa]

I really believe that brand identity is super important for business owners, not for the customers. It's all about how the brand guides everything we do for our clients. When we stay true to our brand identity, it helps us keep focused on why we do what we do and how we want our clients to perceive us.

Sure, customers might not know our mission or vision word-for-word, but they definitely feel the experience we create through our sales, services, and customer interactions—all of which should reflect our brand identity.

In short, having a strong brand identity ensures that everyone in the company is on the same page, delivering a consistent message and experience to customers.


Thanks for the video Chris

[lemuju]

Chris is like a parent giving you a lecture after you came home drunk from a design party.
Great job!

[TheArchimedesEffect]

Chris is doing something very important here, clarifying language and definitions, something vital for the clear communication of ideas. It's just like when people use marketing and sales interchangeably, or marketing and advertising interchangeably. Not the same thing. Related, yes, but different. It breeds confusion, disunion, and fragmented efforts. Also the case with brand, branding, brand identity, brand identity systems, brand strategy, etc, etc. All are different things. Related, yes, but different.

If we're confused, our customers will be even more confused, and we'll lack the confidence and knowledge to help them. Learn the differences and communicate them properly. Yes, there are actual definitions and authoritative bodies that define these things, find out who and what they are, do some digging, ask around, put in the work. Let's not be intellectually lazy. Search to find the answers and your confidence will rise, then you'll know that you're speaking authoritatively.

Confidence starts with finding clarity.

[leoleong]

I have always think "brand" is how that business "feel" to you, not how it looks to you, the "look" is just used to tie that feeling/experience back to you. Really agree on this video 😀

[AlexPresa]

I appreciate how Chris challenges the norms of people's thoughts and gives space for people to talk it out and see in real time the thought process and learn to recalibrate it.

[davontaej]

I'm teaching a "Branding" Workshop in April to small businesses, but its only focused around identity design. Maybe now i have to change the name but its not nearly as marketable. This is one of those lessons that annoys me right now, im thankful to have the clarity. Can always count on chris for that lol.

[jordan-cuellar]

Love the way you encouraged everyone to think and argue their point of view. I was someone who referred to logo design as branding, but as I learned/understood more, they are 2 totally different things. Great takeaways from this session. I understand this was for a private class, but would love to see what happens after if you do decide to post.

[GaryBloomer]

Chris, thank you for being a beacon of common sense in what at times feels like a universe full of people who have been conned into seeing "branding" as the emperor's new clothes. A logo isn't "a brand" and never has been. It's simply a mark, or a flag, or a gang colour to rally around.

[josephgreenberg]

seems to me that Chris defines his brand identity at the end: it’s the way we speak, the way we interact with customers, the colors and typography we use, the way we shoot, the way we lays things out…. That sounds like an identity system to me. The brand is the symbol that is recognized as representing all those practices, experiences, images and values. I do believe that Supreme, Nike, Apple have clear missions that are represented consistently in their brand identity systems. The truth is that few design firms are empowered to develop and implement such holistic identity systems. The reason is that the company must own the process, instilling integrity into its daily practices and representations to ensure clear communication for its reason for being to those it serves.

[jdanielortega]

Chris was much more argumentative and defiant than helpful, which is very odd.

I think the argument that tone of voice, messaging, visuals, photographic styles and motif are not Brand Identity is very weak. This was most a conflict but I think a defined conclusion was missing to tie the rethoric thrown around nicely.

[Chris-xkop]

Brand Design is the foundation. The platform that the company walks along and builds upon. You are designing the brand infrastructure.

Granted like Chris said; thats not just creating assests, stationery, promotion, etc. Its creating the the ground level of language and product.

[raerlymade]

Clarity is key. This was the perfect explanation of what branding really is. In my early designer days I used to get wrapped up in the identity part, but you do eventually realize that a brand truly is perception + experience and you don't get that just from a logo, font, or color palette. I focus 100% on personal branding right now and the identity part is in fact a very small piece of the story (especially in the context of a personal brand). Chris (and the Futr team), ya'll are the goat bro. Been following you since you and Jose first posted here. Hope to hang out with you one day!

[vivekjagtap]

I had misconception about branding and identity, and im learning thoroughly about the things and processes about brand identity design. So much educational content here i just went back in time of your project of Hamilton family brewery and united Airlines just opened my eyes.. Keep doing what u guys r doin many thanks..

[sanchezisfine]

LOVE this. Sometimes designers (me included) forget the initial reason to why we do what we do and go a mental gymnastics philosophy dump trying to answer the simplest of questions. We need to remember to ground ourselves.

[abdal-aziz]

Man! This is pure gold. I’ve been thinking about this. How even the so called experts in that room can’t distinguish the two? Branding is way more than identity.

[lyannmariepg]

Identity Design is and always will be part of the branding process, by itself it cannot create a "brand experience", or "Branding". Not sure why people still get this wrong

[calebwhiteknives]

I completely adore Mac as a creative tool for most of the same reasons as Chris. My best way to summarize personally, is that the creative confidence and synergy on a Mac are not interrupted or inhibited by the technical complexity of the the hardware or software. PC is always an uphill battle trying to simply create on. Always. No matter what program.

[thevectorchef]

I get what you meant as the video progressed. Very stimulating presentation. Wished my design professors talked about this in my design classes.

[gobbs]

Thanks. ❤ This video is meant for me as I am updating my LinkedIn for my new identity as an Independent Visual Identity Consultant. It’s as much a clarity for myself as it is for my target audience.