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Essence of branding. Are you a magician, a sage or an explorer?

Essence of Branding

Are you a magician, a sage or an explorer? Listen to this conversation about what it means to find a branding archetype of your organisation and how to conduct branding exercises?

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The Aedge podcast explores branding in this episode through a conversation between Linda Jacob, who conducts branding exercises for Clearly Blue Digital, and Chitra Gurjar from Adeptic creative labs. The essence of this chat includes – 

  • Linda’s serendipitous introduction into the world of branding.
  • Branding is about understanding the client, their vision, who they are and who they want to represent.
  • When you meet a person for the first time, there is an introductory talk that follows. Branding is like an extension of that conversation for organisations.
  • Taking the essence of an organisation and talking about that organisation to others is one simplistic way of looking at branding.
  • Customers buy into a brand or trust the brand based on the character the brand identifies with. 
  • People like to hear the story behind a brand. Humanising a brand brings more connection with customers.
  • What does it take to be a brand expert and conduct branding exercises?
  • Who in an organisation should attend branding exercises?
  • What are brand archetypes?
  • What is the importance of helping organisations understand their brand archetype?
  • Give the brand all the human elements to evoke an emotion in customers.
  • Brand Archetypes can evolve through the company’s journey.
  • How difficult is it for companies to rebrand themselves?
  • Linda’s thoughts on how people of different thoughts converge and come together to an understanding during a branding session.
  • Including everybody’s participation in a remote branding session.
  • The crux of a branding exercise is to understand the user persona. The brand archetype should resonate with the user persona.

This podcast is brought to you by Adeptic Creative Labs with support from the team at Clearly Blue Digital.

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Follow us on LinkedIn at Adeptic Creative Labs and Clearly Blue Digital.

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