Companies and brands are built and led by humans; therefore, we should treat them with the same care and attention to their overall health and wellness, as we do ourselves and our loved ones. We should nurture them (capital), exercise them (advertising, social media, print), and by all means, take extreme care of their emotional health. That’s where agencies, design studios, and branding experts come into the picture.
Branding is to companies as psychology is to humans. There are many steps along the path to developing a healthy and stable company and a profitable brand. Along the way, professional branding and creative partners are there to provide guidance and expertise that will help you fully realize the possibilities that lead your brand to longevity and influence and in the same way as humans, to imagine better futures.
Discovery Stage (Diagnosis)
The initial phase of any intervention, whether for a brand or an individual, involves a crucial discovery stage similar to diagnosis. In this phase, branding experts delve into understanding a company’s or brand’s market landscape and consumer feedback. They employ market research techniques, such as surveys, focus groups, and data analysis, to measure consumer perceptions and preferences regarding a specific product or service and its competitors. In addition to external analysis, branding professionals conduct internal brand audits, meticulously examining the current state and effectiveness of the brand’s assets, including its visual identity, messaging, and overall market presence. This dual approach yields the identification of strengths, weaknesses, opportunities, and threats related to the brand.
© The Nucleus Group, used with permission
Similarly, psychologists focus on the internal world of the individual’s mind. They assess a patient’s mental and emotional health through various methods, primarily relying on talk therapy sessions and psychological assessments. These sessions serve as a space for patients to articulate their experiences, thoughts, and feelings, allowing the doctor to uncover the potential roots of their afflictions, whether they come from past trauma, current stressors, or underlying mental health conditions. Just as branding experts pinpoint areas where a company’s identity or messaging is ineffective or dated to define a robust brand strategy, psychologists identify weaknesses, behaviors, or imbalances in a patient’s psychological well-being to define and plan health goals and therapeutic outcomes. This diagnostic process is essential for tailoring effective interventions, whether for revitalizing a brand or restoring an individual’s mental health.
© The Nucleus Group, used with permission
Strategic Stage (Treatment Plan)
Branding experts focus on crafting strategies aimed at fostering brand growth and increasing brand awareness among their client’s customers. These strategies encompass positioning, brand personality (including both rational attributes and emotional benefits), essence, brand DNA, tone of voice, and messaging.
© The Nucleus Group, used with permission
Similarly, psychologists develop personalized treatment plans designed to address the unique needs of their patients. These plans are built with different structures, incorporating therapies like cognitive behavioral therapy (CBT), medication management, and lifestyle adjustments, all carefully chosen to promote the patient’s mental well-being.
© The Nucleus Group, used with permission
Creative Stage (Reframing the Narrative)
In the creative stage, both branding experts and psychologists act as architects of identity, however, with vastly different methods. The branding expert, in crafting a compelling persona for a product or company, acts as a meticulous creative. They carefully design every element of the brand’s story and outward presentation, from the logo, typography, imagery, and color palette (the core visual elements) to the brand’s voice and messaging (the communication strategy). They carefully construct a cohesive narrative, weaving together stories and values that resonate with a target audience, effectively shaping the brand’s perception within the consumer’s mind. This involves not only designing a public-facing image but also managing perceptions across various platforms, ensuring consistent messaging, and shaping how the brand is perceived in a competitive market. Branding partners help craft a desirable external identity, manage the brand’s reputation, and ensure it occupies a favorable position in the consumer’s mind.
Client work; images courtesy of the Cato Group.
The psychologist, conversely, works within the intricate landscape of the human mind, helping individuals understand and reshape their own internal narratives. Through therapy and assessment, they guide patients in exploring their past experiences, identifying patterns of thought and behavior, and ultimately, helping patients construct a healthier sense of self. While one builds outward-facing brands for the marketplace, the other cultivates inner well-being for the individual, both operating within the realm of identity formation and transformation, each on their own distinct stage.
In the complex landscape of the modern market, a strong brand is essential for survival. By understanding the principles of branding as akin to those of psychology, we can ensure that our companies not only survive but truly flourish, maintaining their “sanity” in a demanding world.
As we say at Cato, everyone has a story to tell. So, it’s our responsibility, as brand builders, to listen deeply to our client’s needs and expectations. By embracing branding principles as a form of “soul care,” we can create brands that not only thrive in the marketplace but also enrich the human experience.
Ricardo Saca is the US and Mexico Managing Partner for Cato Brand Partners, a Global Design and Branding Consultancy. He is a Master in Branding from the School of Visual Arts in New York City and has 20+ years of experience working with a wide range of companies, from startups to airlines. He is an animal lover and a plant-based cyclist.
Header image by Phillip Goldsberry on Unsplash.
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