Whether online or offline, design truly is the pulse of every brand. 

"Great design is the best means of building an indirect relationship with your customers and creating value in their lives. It is how you will connect with them" (Source: Do you matter? How great design will make people love your company, Robert Brunner and Stewart Emery, With Russ Hall).

So, why are so many brands overlooking great design as they build + shape their brand? The answer is simple: they're stuck. These brands are stuck in space and time. Instead of being agile, adaptive, and creating movements, they're most concerned with their "bottom line". What they don't realize is that great design is interconnected, and works in support of creating + sustaining true brandvalu*. When achieved, building a loyal (strong) customer base that become brand advocates, and keep coming back for more. 

What if a brand is "stuck"...how does it become "unstuck". Easy. It all begins with uncovering a brands vision (or roadmap) for the future. More importantly, everything stems from answering one specific question: What does the brand DO better than any other brand? After this is uncovered, it's then time to approach key elements + strategies that create holistic design experiences and help these brands forever change how the game is played.

by Michael Gaizutis, partner + brand strategist, rno1

I remember one specific day buying a gift for someone dear to me at Tiffany&Co. Followed by my amazing in-store experience, I left the store and started to venture on my way back to the car. As I left, I had a million stares from every woman I passed. I thought to myself "wow...this new shirt must really be doing it for me today". What I failed to realize is that while my shirt was brand new, and a great look,...it wasn't the shirt that was captivating the hearts and attention of young and aged women as I passed. It was rather that little blue bag from Tiffany&Co. that left a lingering impression. 

That little blue bag was (and is) magical... It connects with women, especially, on an emotional level. It makes them feel: beautiful, successful, empowered, stunning and most of all...whimsical. This little blue bag is a fairy tale that comes to life. Regardless of what's inside, it's always amazing. Why is it amazing? Because of the connection, and the experience that runs parallel with it. And as such, boosting one's self-image and self-worth, making them feel glamourous.

There are several branded products that do an amazing job of boosting one's self image...such as a woman you might know purchasing a necklace from Tiffany&Co,...or, the guy that lives down the street deciding to buy a brand new Porsche. These (branded) products do make us feel good. They boost our confidence, they shift our attitudes and our perceptions. They create an added sense of "worth"; to us, and those who are surrounded by these stellar (branded) products.

Personalities (and supportive traits) may help contribute to our own self-improvement and potential for defining our own self-worth, by clinging to such branded products. If I'm an introverted, creative type, it might be safe to say that I would be uber enthusiastic about owning, using, and promoting any Apple product. Why is this the case? A good majority of industry professionals that use "Apple" product, are using these products within the Design (Creative) communities. As we know, a good majority of Designers (or Creatives) are, or can be, introverted, yet absolutely brilliant in their Creative abilities. But, this is simply a gross generalization. Digging deeper, personality (and supportive traits) can scratch the surface on the potential influence a branded product might have in an effort to boost one's self-image or contribute to self-improvement, through product purchasing. But, what really affects your buying decisions are how you're wired, at the core, and the way you navigate through life. 

A brands influence is very much weighted by age, race and gender, just as it might be with personality traits (fixed vs. flexible) and how you're wired at the core. Individuals who are most affected by various brands have a deep emotional connection with these brands, and witness a "brand trigger" that sends off a little alarm telling them they want or desire such (branded) products. We all want to be sold something we want, not something we need. What it comes down to is a brand's ability to hone into these specific criteria, and grow into biotic brands - those that connect with us at each and every touch point, that reach us on the most intimate level, that live and grow as change happens. They shift and shape, creating something we can't live without. They are the Apple's and Virgin America's of the world. They get it...and we love them for it...and we keep wanting more. 

What you say, and they say matters...regardless of what the source. In today's day and age, what is said online seems to matter most. 

Social media has had explosive growth as a "trustworthy source" because so many individuals look to social media in their personal life, work life, and everyday life. From facebook to twitter, or LinkedIn to Evernote, we're constantly surrounded by family, friends, colleagues and acquaintances that rely heavily on these sources as their primary sources for information, or relevant content. So, the next important question to ask is: Will this be the end of traditional media, and is it dead? "Dead" might not be the word. "Dying" might best reflect what's truly happening with traditional media outlets.

There are many advantages to this shift. Utilizing new media (social media), give us (the consumer) the opportunity to see a continuous movement or "flow" of information and relevant content. Gone are the days where we have to wait to get the latest, breaking story from any one source. Now, we're inundated with opportunities to know what has happened, or what's happening, sometimes, potentially before it's even happened. This is a huge advantage for us (consumers), but very much so for brands and businesses, large and small, that want to capitalize on an opportunity to speak directly to us, and create a connection that resonates and works. Whether specific to a review, or more generalized as a dialogue between friends, social media is alive... it shifts and shapes as needed, and morphs to the needs, wants and desires of our changing hearts. Often times, it creates a potential need, want or desire to help us live a more fullfilled life. This is a major plus that most traditional media outlets can't satisfy.

Disadvantages? Sometimes, too much content moving rapidly can become saturated. The key to all of this is creating connection. If a brand or business can specifically speak to the consumer, through these new (social media) channels, then they can escape the mundane overflow of information, and rise to the top.

In targeting different generational cohorts, brands and businesses can rest assured that even though they may not be receiving this information "directly", it's quite likely that their younger grandchild, niece, nephew, or neighbor will be spreading the word to them "indirectly". Knowing that traditional media outlets (i.e., CNN, etc...) are big advocates of social media channels, confirming the validity of these sources for information, there's absolutely no doubt that they'll still be able to reach a fair percentage of listeners, decision makers, and advocates of their product, service or offering. Younger people are much more comfortable with being online, reading and writing reviews for products, services, etc... because they live for change. They adapt easily. The majority are content connoisseurs and brand enthusiasts, ready for the next best thing, or new sensation...regardless of what that "thing" might be. At the end of the day, they want to be on the cusp of what's new and exciting because it matters to them, their peers and their generation. They (usually) don't hide behind walls, because there really is no need. They're (usually) honest and direct, regardless of whether they're online or offline. This is inherent to them, as they're growing, learning, developing, maturing, and most of all...being receptive to change as change happens. Obviously, there's a huge gap between younger and older markets, for this very reason.

Social media might not just be a "trend", which is here today and gone tomorrow, but might rather be the beginning of something amazing. A way for us (consumers and brands) to interact in a space outside of the space we've always known. To connect on a new level, a new dimension. To bring truth to a product or service (prior to this outlet) that would mostly hide beyond the walls of traditional advertising, or like approaches, to sell such a product, service, or offering. Most of all, it's (social media) just as much as a living thing as we are. It's agile and adaptive, and feeds off of our interactions and movements. It's  truly biotic. 

The future of social media is unknown. What is known is the impact it's made to date, and the unimaginable possibilities that wait ahead. 

Does your brand follow trends OR does it create movements? At the end of the day, there's a huge difference between the two.

There are numerous brands out there that choose to launch a product or service around what's "trendy", or popular. If every brand (or company) within your space is choosing to launch a social site for X reason, then your brand should likely follow in their footsteps. Wrong. When this happens, we get saturation with a marketplace (in other words...everything seems the same). What your brand needs is to create connection + make impact that resonates and works; to launch a product or service that moves someone...that makes them feel. When these products or services are launched, and come to market, they create movements (otherwise known as biotic brands). They shift and shape to a markets needs, wants and desires, while often creating a need, want or desire. They're agile and adaptive. They move our souls ("They" are brands like: Apple and Virgin). Stopping at nothing to continuously innovate, while changing the game forever. There is never an "end in sight" for these brands...and there likely never will be. This is what makes them great. 

While it takes a great strategy, powerful branding and design solutions, communication vehicles that speak to your markets, and organic (sustainable) growth, it's never too late to start pioneering your space and creating movements. 

Ready for the shift?

We asked ourselves one very important question when thinking about great brands. What do great brands have that other brands don't have, or are missing? 

The simple answer to this question: GUTS.

Yes,...GUTS. It takes GUTS to launch something new, or different. Whether you're in the product or service space, it's not relevant. You could be a start up, or a cash cow, it makes no difference. At the end of the day great brands are built from GUTS. The know how, the strategy, the marketing plan, the branding solutions, are all very important, also. But, they come later. 

Why do you need GUTS to build a great brand? Well,...brands that win in any marketplace are constantly pushing the envelope, or innovating. They never settle. They're relentless in their ability to engage, connect, and turn heads. When times get tough, they're challenged and they fight back. This is why they win. This is why they're great. 

Fear not, there's hope. We're firm believers that there's always hope. If a brand recognizes what it's going to take (GUTS) to make it great, then it's already on the right track. So, take the next step...you owe it to your brand, your team, and mostly...yourself.