As a brand designer who has been nurturing and breathing life into brands for the past six years, I have witnessed the incredible transformation of branding. Today, let's take a journey through time and explore the differentiation between branding in 2017 and 2023, and how we, as a dedicated studio, have been a part of this evolution.
From Guidelines to Emotions
In the past, branding was often synonymous with brand guidelines. It was more about logo placements, color schemes, and fonts. However, fast forward to 2023, and the landscape has shifted tremendously. Branding isn't just having a brand guideline.
In my opinion, in today’s world, a great branding execution is to capture the emotion and mood of a brand or a corporation, making the brand feel human. Imagine a brand is a friend; it could have a sense of humor or even be sarcastic, and that's okay. This is increasingly important in our digitized world where human connections are becoming rare. A brand should never feel cold or lifeless; it needs a heartbeat, a soul.
Design as a Powerful Tool
One may question the impact of design on purchasing choices. One of the responses can be found in the ability to establish a compelling experience, whether through the first encounter on social media, the packaging upon receipt, or the language employed during communication. Today, a strong brand is one that resonates with the audience, evokes emotions, and builds trust. A well-crafted design tells a story, creates an atmosphere, and becomes the essence of the brand's identity.
Differentiating in a Crowded Market
In an era where everyone can sell a product, the real challenge is, can you create a brand identity strong enough that differentiate from others, a brand that people love and, most importantly, trust? Your brand should not just be another face in the crowd; it should be a beacon that guides your audience to you.
In our capacity as a design studio, our goals are far-reaching. We are on a mission to elevate the Thai market, and we truly believe that great design is one of the keys to great business (alongside having an excellent product as the foundation). For Thai brands to break the chains of the local market and go international, the brand needs to walk and run, toward a well-defined goal. We pledge our support and take pride in being a part of this journey.
Empowering the Next Generation in Thailand
Another dimension of our mission is to empower not just our team, but also the young designers of Thailand. We envision a future where Thailand is known for its refined design, akin to the craftsmanship we are known for. By honing skills and embracing innovation, I believe we can put Thailand on the global design map.
Thank you for reading this far
until next time,
Yaow.YSR