With new developments in technology and a shifting economy, we have spent a lot of time experimenting as of late. Whether it be finding ourselves within the world of AI or facing diminishing budgets, it feels a little like a pop punk show circa 2006. For some of us, it’s a lifestyle. For others, it’s a phase.
But everything is always changing, so can we really use that as an excuse to not know who we are? We can say we can’t plan for the future, but is that really just our way of not having to assess who we want to be - not just who we are. If we’re so afraid of things we can’t control, why not focus on the things we can.
Like our identity. Specifically, our brand identity.
Start by Asking Questions
We have three pillars that form the foundation of Made By Things: Craft, Strategy, and Anthropology. When budgets are tight, how do those fit into figuring out one’s identity?
Craft: When a brand doesn’t have the means to produce a larger campaign, it can be more worthwhile to maintain a strong voice through simpler means – like consistent posting, live streams, blog posts, etc. This is where relationships between creative teams and brands really come into play, because if you need to get a message out to your audience, you want someone who knows the brand and someone you can trust!
Strategy: Working in a state of play is a great way to authentically learn, but it doesn’t matter if we can’t use our research to further our strategy. Perform a brand audit. Understand what is best for the brand during a volatile or unpredictable time. Understand what’s best during stable and prosperous times.
Anthropology: This is where we get into the nitty gritty. These pillars work in tandem with one another, so the anthropological approach must ask questions that lead us to understanding the identity from both personal and business perspectives. If this is the study of culture, we must learn everything about the culture to appreciate its impact on the individual. The individual, of course, being the brand’s central identity.
The kids are alright. And so is your brand. But hopping from trend to trend trying to figure out who you are won’t help. Ask questions and know your story, the character development will stem from there.
