Aha! 7 Lessons I Learned About Branding in 2022

Branding is like anything else. If you dedicate enough time to it, you’ll inevitably come to collect a fair number of subject-matter tidbits. Those little aha moments along the way: too light to blog about, too weighty to forget.

So, as a reading, writing, quoting, citing one-man-brand-band, it won’t surprise you to hear that I’ve managed to amass a small pile of brand-related learnings myself this year. Flashes of insight that have helped inform my thinking when building a brand.

And here — in some semblance of order — are seven I’ve picked out for you.

A successful business is one that concentrates on both product and brand

Most companies can usually be characterised as either product-led or brand-led, both of which entail differing mindsets.

Developing and optimising a product largely involves eliminating redundant elements from the customer experience while maintaining, or improving, a desired outcome. To put it another away, product is all about what you can remove (in the service of speed and ease).

On the other hand, brand building is much more about what you can add. It’s about inserting into the customer experience touchpoints that exhibit a company’s personality and signal that…