Martin designs brands. He has had experience in the banking sector but now focuses on SMEs. An area of interest includes boosting company value before investment.
I met Martin for coffee on a chilly December afternoon in Edinburgh. I wanted to learn more about branding. He has, in fact, exceeded my expectations. I used to think that brands consisted of colours and fonts. It turns out there is much more!
Problem
Often, Martin helps businesses that already have functioning brands. They could be selling burgers, music, or software. When someone neglects a brand over time, Martin sees opportunities. He reviews menus, websites, and premises for strengths. And creates a brand strategy.
Differentiation is at the core of what Martin does. He looks for features that existing customers like. What makes the business special. And then he removes the clutter surrounding the good bits. Think of a brand that you like. It likely brings a distinct feeling when you buy from them.
What is a brand?
Martin sees branding through the lens of solving problems. That is, each brand has to reflect the expectations of the product or service it represents. Only then does he move on to specific parts, such as visuals, sounds, etc.
Visuals contain logos, typography, illustrations, and photography. Sounds can include jingles or vocabulary. It is possible to stay consistent across platforms and still be off-brand. That’s why the earlier steps of creating or refreshing a brand are crucial.
Distilling a brand
Five to ten years is a common timeframe for a brand, according to Martin. Tech startups may rebrand more often, especially when raising funding. Market demands can change product presentation. Thus, a brand can reflect both current customer needs and future goals.
A brand book is a common tool to ensure consistency across departments. But Martin finds that many are under-resourced to make the most of the instructions. So he also creates systems to simplify adhering to a brand. This could be photography banks or social media templates.
Learn more about Martin at https://www.linkedin.com/in/unstablecreations/