Building future-orientated brands that reconnect with people.

Jean Smit_Creative & Brand Strategist_Logo

TAKE A STEP BACK TO MOVE FORWARD

As a business, we sometimes look at other companies around us and we ask ourselves: How are some brands more successful than others? How do some companies manage to attract the right kind of people and get them to rally behind their cause or idea? How do they stay relevant year after year, despite the uncertain times that we live in?

 

We all have access to the same information and tools to “help” us build an efficient brand and use cost-effective media channels to deliver our brand message. Despite all this knowledge at our disposal, most companies cannot seem to attract the right kind of people to their business.

 

So, what are most companies doing wrong? What are the real secrets to branding? The answer to these questions is simple: Effective brands are built for and around humans.

This is how successful brands set themselves apart from their competitors.

Successful companies view their brands in a different way than most companies do. They understand what their brand represents and the significant role it plays in today’s marketplace and in their company’s growth. There are three fundamental elements that all successful brands understand and implement to ensure that they have the best chance of survival: Firstly, these brands know exactly who they are, why they came to existence and how to express themselves. Secondly, they know their target audience inside and out – they understand how people feel, think, act and react to the world around them. And thirdly, because they understand people, they know how to communicate and create brand experiences that connect with the heart and mind of each member of its audience.

 

By understanding the importance of these three elements – and the influence it has on one another – successful brands set themselves apart from their competitors by breaking away from the traditional push and persuasion tactics and adopting a more community-orientated approach that benefits both parties.

 

I believe brands need to take a step back from the rat race, go back to the basics and take a more human approach to their brand and communication, viewing the world through the eyes of their target audience and understanding how their brand can play a significant role in people’s lives. A be-more-human approach will help companies to think more expansive about their brand and discover new opportunities to build a future-orientated brand that people will fall in love with.

BRAND EXPANSION MODEL

Through my years of experience and extensive reach, I have created a simple brand model I use to assist and guide companies to build and communicate their brand. The intent of the model is to help companies unlock their brand’s full potential and build a humancentric brand that has meaning. This will enable us to design a brand that reconnects with their target audience and to create a remarkable experience that will deliver their brand’s story in an engaging and welcoming manner.

We are not in the coffee business serving people, we are in the people business serving coffee.

- Howard Schultz CEO, Starbucks

WHAT I CAN DO

  • Advertising
  • Brand architecture
  • Brand experience design
  • Brand identity development
  • Brand strategy and positioning
  • Communication design and content planning
  • Digital brand strategy
  • Graphic design
  • Illustration
  • Packaging design
  • Research and analysis
  • Social media and digital campaigns
  • UX and UI design
  • Website design

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© 2020. Jean Smit. All rights reserved.

Jean Smit_Creative & Brand Strategist_Logo
Jean Smit_Creative & Brand Strategist_Logo
Jean Smit_Creative & Brand Strategist_Logo
  •   INDUSTRY

    Challenge market conventions to discover new brand opportunities.

    Quality market research is the foundation to building a remarkable brand. Firstly, we need to identify and assess the strengths and weaknesses of key market competitors and the perception created around them. Secondly, we need to understand the current market trends based on preconceived ideas and consumer habits. These insights will help a brand to challenge market conventions, identify pitfalls and discover new opportunities to set themselves apart from their competitors and to strengthen their market position.

  •   PEOPLE

    Get the job done with minimal effort or tension.

    A brand’s success is determined by how well it knows its target audience. A brand needs to spend more time with their target audience to understand how they think, act and react in their own world – identifying their dreams, desires, fears and unmet needs. This insight assists a brand to reformulate and build the right type of brand experience that is significant to its target audience, helping them to get a job done with minimal effort or tension.

  •   IDENTITY

    A real point of differentiation offers direction.

    The brand identity is the heart and soul of why the company exists in the first place. In the mind of their target audience this is a value proposition and a real point of differentiation that sets a brand apart from its competitors. A well-articulated brand identity can act as a road map that offers guidance in every decision and action the brand takes to ensure they add value to people’s lives.

  •   EXPRESSION

    Design in more human terms.

    When we bring a brand strategy to life, we need to think about the brand in more human terms. Think about how the brand will look, think, behave and even express itself in a unique and recognisable manner. Every brand considered asset needs to be carefully designed and implemented to ensure that the brand can positively connect with its audience on a personal and meaningful level.

  •   ENVIRONMENT

    Context is just as important than content.

    When we bring a brand to market, we need to look at how we can create a unique brand experience in the right environment where the audience is more receptive and more willing to engage with your brand. Each touchpoint throughout the customer journey must be carefully considered and sequenced to deliver a remarkable brand experience in an engaging and relevant way.

Jean Smit_Creative & Brand Strategist_Logo
Jean Smit_Creative & Brand Strategist_Logo