An Intro to Branding
an intro to branding. This lesson will be an intro to branding, we will learn all about what branding is and hint, it's not your logo design, We will also take a look at a small inspirational brand called Supermoon. I love branding because it creates a quality experience and evokes an emotion in the customer. I am a total nerd when it comes to branding the way that you can control the perception of your brand or product through the way that you strategize and then design is mesmerizing to me. I love that brand strategists have studied neuroscience and psychology to create a deeper understanding of how our brains work as it relates to brands we love and choose over and over again. I love that design is used to create something beautiful and then combined with strategy design and branding can make a real impact on the world and on customers. Branding is a mixture of art and science. That is why I love it so much. It is rational yet creative, It is backed by science yet exploding with pas...
sion and excitement. So what is branding? The most common misconception in branding is that when you have a logo, you officially have a brand, you will of course need a logo when you launch your brand, but the logo does not make the brand a brand is how all of the parts of the company worked together to create an image. A brand is an idea, a gut feeling and a story that lives in your customers mind, A brand is a promise that your customer believes in a brand is an emotional experience that your customer has when they interact with your product or service an amazing brand that we're gonna look at that I told you guys about earlier is Supermoon. Supermoon was created by pastry chef rai who perfected his pastry skills in paris and brand designer erin's Emma's together, this duo created what we know as Supermoon. The new york times describes the pastries as the donuts made from brioche toe, oozy creamy fillings and sport jaunty garnishes. The infinitely layered croissants are large and often filled and also festooned with edible decorations. Some come filled with fruit and are baked a second time. Savory croissants are stuffed with smoked salmon and cream cheese with everything seasoning on top. Now, if that doesn't make you want to take a pilgrimage to Supermoon, I don't know what will supermoon is instagram heaven, sit there for 20 minutes and you see hordes of millennials coming into by one or maybe even several pastries to use as props for their instagram photos. The experience is unlike any other. There was a long marble table in the center of the minimal storefront in new york city with a single pastry of each flavor carefully aligned. You will not see stacks of gooey pastries here. Each pastry is treated as a work of art and given space to be seen on the marble table, just like the pastries, the packaging is nothing less than a piece of art. Erin's Amos said for the baked good box. The idea was simple. Make everyone who bought or received baked goods from Supermoon feel special. We wanted a packaging to represent the quality that was inside. Too often. You see bakeries just stamp a plain Kraft paper box and even though we knew this was a much more expensive option, we knew we wanted it to feel like you were receiving a birthday present. The pastry box is also have cheeky sayings like bite me. Nyc paired with holographic bold design, Aaron mentions that he wants the guests to feel like they're receiving a birthday present. Supermoon is so amazing because they're creating that experience for the guests to come into contact with. We can get a pastry pretty much anywhere right, but it is not the same as going to Supermoon. If a solid brand strategy and design is a creative shortcut that communicates superiority to the customer, how do you think Supermoon is communicating superiority over other pastry shops or maybe even the grocery store. One of the biggest piece of the brand's difference is the packaging design Allison McGuire said, Superman's holographic boxes have succeeded because they tell the brand's story at a glance bold fun and out of the box, the brand is also highly experiential, which allows the brand to be somewhat viral online. Supermoon accomplishes this through their interior design, cheeky neon messages on the concrete walls and the display of the pastries and the holographic boxes stacked up The brand experience is reflected throughout every touch point. A touch point is any point of contact between a buyer and a seller, packaging decor. The display and the quality of the pastries are all touchpoints. The quality is actually one of the biggest differentiators, as it should be. Every amazing brand must first strive to deliver quality. Can you tell the difference between going to Supermoon versus going to the grocery store for a croissant? The difference between the grocery store and Supermoon is branding.