36. How to explain brand to anyone [a flowchart]

The theme of our Kumbaya newsletter is creativity, which tends to draw in a lot of amazing folks who are in creative marketing roles, just like us. (Makes sense!) This week, we wanted to speak a little more directly to those roles and to touch a somewhat universal experience we have with explaining what we even do at work.

Fortunately for creative marketers, most people we work with are familiar with the term “brand.” 

Unfortunately for us creative marketers, most people we work with have their own custom, bespoke, fantastical definition of “brand.” 

This can be problematic, of course, when you’re trying to prove your worth, advocate for resources, establish your influence, and drive meaningful results. Sure you have everyone’s belief that brand is a very real thing that exists, but the definitions differ. You might believe that “brand” is a specialized discipline that needs smart, creative people to run it. Others might think that brand is a logo, full-stop.

To combat the ambiguity about branding, brand marketing, and creative work, we’ve put together a simple flowchart that shows how to communicate the nuance and power behind true brand work. Feel free to print this off, laminate it, and carry it around in your wallet or purse!

(Credit to Remy Bazerque for the inspiration for this flowchart format.)

Over to you

Let us know if you’ve found an effective way to explain brand to someone. We’ll update the flowchart!

For more…

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And let us know if you’d like to go deeper with us to talk about you and creativity. We do:

• 1:1 coaching and mentorship

• Team workshops and consulting for marketing and leadership

• Speaking and appearances on podcasts and at events

Say hi anytime.

Kumbaya,Shannon & Kevan