A brand is not a logo. A brand is not an identity. A brand is not a product. I bet by now
you’re wondering what a brand is. Many companies focus hard on building and influencing
brands, some even try to “manage” their brand. So, the question still stands, what is a brand? A
brand isn’t what a company says it is. A brand is what the user says it is. It is the gut feeling
about a product, company or service that the people have about it. Marty Neumeier, in The
Brand Gap, states they must ask three questions, “Who are you? What do you do? Why does it
matter?” These may seem like simple questions to answer, but setting yourself apart from the
competition can be very difficult.
A question was posed by Jose Caballer, "Are Designers More Codependent?". The question comes from some self insight from the instructor from The Skool/The Process and Director of Digital Strategy at Blind, an Emmy award winning, strategic design agency. Before I give my own response to this question from my own experiences, please watch the video below from Jose.
Upon watching the video from Jose, I too realized that I could relate to the same feelings of needing to be validated through my work. I began to reflect over my past design experiences, especially those experiences that required the opinion of another person, whether that was a client, a fellow designer, family member, or coworker/supervisor. In these reflection I realized that many of these interactions with people's opinions, myself, and my work had me in a bind to other people for external validation.