During a social event some weeks ago, someone asked me what I did for a living. I explained I was in the business of branding and design and like many times before when I have been asked the same question, my answer had the same result – total confusion. I had figured wrongly that with all the talk and media coverage on how design was improving the lives of people, my answer would have been easily understood. I have learned over the years that industry jargon cannot be used to clarify an answer unless it is put into context that is quickly understood. Our learning process works best when we can translate complex or unfamiliar ideas into a personal context that brings easy-to-understand meaning.
To provide some familiar context to my role in branding and design, I asked my confused colleague if he had a personal rant. The question took him by surprise and after thinking about it, he mentioned that since he was in accounting, his management did not take his comments regarding staffing and sales seriously. After giving me his response, he asked me how his rant had anything to do with my profession. I responded that a rant is the primary premise of why branding was created, to provide a positive perception and identity that overcomes a personal or industry challenge, or in layman’s terms: a rant. I went on to explain most business challenges can be translated into a company wide rant, which helps define the ultimate challenge that a new perception and visual identity can help overcome.
By defining the emotional need that is at the heart of a rant, we can more effectively provide a direction that solves the deep business challenge. I explained my role was to bring clarity on how to overcome the rant by providing a clearly defined benefit, in his case what the profession of accounting provides that was not understood by the industry, and by default his company leadership. I explained to my colleague that providing this singular focus and translating it to a concise benefit message that can be effectively translated into a visual is the premise of what I do. Ultimately, my job is to convert a rant into an opportunity. So the next time you have a rant, understand that it’s the true starting point of branding and design.
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