i+D - May/June 2018 - 24

Business
of Design
Branding
Axle Davids,
Distility

(Image: Andrew
Papaspyrou)

That's how the firm worked with Canada's Empire Communities, a developer
of high-rise and low-rise residential condos.
As a patchwork of companies had a hand in branding the firm, Empire
Communities' "brand-experience design was fractured," says Davids.
A one-day workshop gave rise to a brand promise of "luxury you can afford,
which allowed for a waterfall, or chain reaction, in everything they did."
The workshop also crystallized Empire's brand as pioneers in eco-friendly,
sustainable living, which was positioned as an element of its "calling"
to "care for the world around us," according to its branding directive.
Getting to the Heart of the (Brand) Matter
By definition, brand essence is embodied unwittingly, Nobel explains. "In
my view, the brand almost precedes the business, knowingly or not," be it an
individual or a company. "Design professionals or even musicians, artists,
or athletes are brands before they are business[es] that create. A brand is what
others and clients perceive it to be."
Building a successful brand, however, should be a strategic endeavor, he advises.
Interior designers need only tap their everyday skills when building their own
brand. For one, "'design thinking' helps to design a brand through somewhat
the same problem-solving or creative process designers employ to design
interiors," says Nobel. So, "designers are rather qualified to create a brand
using some of their design skills."
But, not before doing some soul-searching first. "Successful brands are first and
foremost authentic," Nobel cautions. "Some serious introspection is in order."

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The critical questions to get at one's authentic brand proposition are:
*
*
*
*

What do I/we stand for?
How do my/our personal values align with respect to other people?
How do I/we stay true to those values when tested?
What matters to my/our clients?



http://www.savaria.com

i+D - May/June 2018

Table of Contents for the Digital Edition of i+D - May/June 2018

Contents
i+D - May/June 2018 - Cover1
i+D - May/June 2018 - Cover2
i+D - May/June 2018 - 3
i+D - May/June 2018 - 4
i+D - May/June 2018 - 5
i+D - May/June 2018 - 6
i+D - May/June 2018 - 7
i+D - May/June 2018 - 8
i+D - May/June 2018 - 9
i+D - May/June 2018 - Contents
i+D - May/June 2018 - 11
i+D - May/June 2018 - 12
i+D - May/June 2018 - 13
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i+D - May/June 2018 - Cover3
i+D - May/June 2018 - Cover4
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