Brands exist solely in the mind, meaning a company is only as strong as its brand.
Among the hallmarks of a charismatic brand are a clear competitive stance, a sense of rectitude, and a dedication to aesthetics. Why aesthetics? It’s the language of feeling, and, in a society that’s information-rich and time-poor, people value feeling more than information.
Design, like engineering, is the process of exploiting our understanding of the world in useful ways. However, unlike engineering, design is entirely human in its scope. It is confused by many for mere aesthetic, but graphic design its the exploitation of perception and human physiology—often mistaken for mere aesthetic.
Eglinski is a Brand Strategy and Design Group that takes on work from companies willing to explore the unknown in order to better the world.
Understand the value you provide—from the perspective of others. An unwillingness to be transformed on behalf of those whom we serve is the at the heart of failure. The world is dynamic and ever-changing. Are you?
Studies show that highly creative people not only identify patterns unrecognisable to others, they are more capable of synthesising disparate concepts. Designers not only identify opportunity and untapped latent value, they give it a form. Necessary so others can recognise what was once invisible to them.
A clearly articulated brand strategy uses all the instruments at your organisation’s disposal (including the unrecognisable, noted above). This results in a rich melody that everyone can dance to, from leadership and labour to consumers and critics alike.
In 1980 virtually the entire market capitalisation of the Standard & Poor’s 500 companies consisted of tangible assets. By 2010 tangible assets accounted for only 40 to 45 per cent of the S&P 500 companies’ market cap. The rest consisted of intangible assets, and about half of that—more than 30 per cent of total market cap—came from brand.
Businesses are now only as strong as their brands and nothing else offers business leaders so much potential leverage. Yet brand is also one of the most misunderstood aspects of business strategy. Branding is sometimes considered to be merely an advertising function. And many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management.
To better compete with the numerous other yoga studios in the city, the new brand caters specifically to athletes and other high-performance persons. Official partnerships have been forged with almost every professional sports franchise and dance company in the city. Online classes employ world champions of yoga in on place. The accompanying eatery enjoys stronger sales than before the pandemic, having expanded to personalised meal services, and was recently nominated for best healthy eatery in the city.
Your brand exists solely in the mind, and everything in the mind is relative. To understand your place and value—or lack thereof—and that of your competition, the terrain must be mapped.
Your name is an opportunity to evoke and reinforce your positioning in your market. Clearly signal your org’s value to all stakeholders—employees, partners, and customers alike.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” These are the longterm insights and tools necessary to maintain focus.
People interact with abstractions, not organisations. And these abstractions take on a role in the narratives that are their lives. You can either let them write your story for you, or play the part.
Eglinski Brand Strategy and Design