Tech, Tech & More Tech.
But what about the fundamentals?
Let’s make one thing clear, this is not an anti-AI piece. What it is, is an observation of how the ever-increasing choice of tech platforms is impacting how we work, specifically in the world of branding.
As the wall of technology continues to grow higher and wider, it becomes increasingly difficult to see over it, or around it.
The functionalities, the possibilities, the outputs, the demos, the prompts – they’re fascinating, they’re exciting, and for the curious and the creative, almost impossible to resist.
But where does this leave the fundamentals? Those all-important understandings of what a brand is, what a brand does, who a brand is for – the foundations that lasting and meaningful brands are built upon.
So often now, this vital first stage of defining a brand’s DNA is being either short-changed or skipped all together, in favour of jumping straight into the tech.
Without it’s DNA defined, without an understanding of its audience, without a clear message, a brand that spins around, turns upside down, turns inside out and changes colour, before morphing into a grinning furry animal, is simply a short-lived demo of the tech.
Branding doesn’t begin with buttons, prompts, and platforms. It begins with understanding, of people, of purpose, of relevance, of why.
‘Branding is the process of connecting good strategy with good creativity.’
Marty Neumeier.
If you would like help defining your brand’s DNA, feel free to get in touch.
