Ideas on branding
on the nature of carving a niche, serving our audience authentically, and building a “brand” for oneself.
As a creative, it’s at first hard to think about (let alone talk about) the idea of building your “personal brand” without feeling like you’re full of bogus. It has something to do with a fear of conveying an inflated sense of self-importance, only to have someone tell you hey, you’re not as good / interesting / talented / cool as you think you are.
Doing the work is already hard enough, without the pressure of needing to constantly prove and promote yourself. While creative work originates from a deep place, the idea of conveying a “personal brand” comes off as superficial, salesy, and pushy. But it doesn’t have to.
I’m taking an amazingly thought-provoking class at SVA called “The Feeling of Design,” taught by Sue Walsh. One of our assignments is “Design for a Cure,” in which we identify a social campaign and think critically about the tension between the issue itself (cancer, heart disease, diabetes, etc) and what its campaign branding communicates about the issue.