Quit Lying Saying You Create Brand Identities

This video could be summarised in: Brand identity is 10% of the Branding process and without the other 90% your brand is hollow.

Chris is like a parent giving you a lecture after you came home drunk from a design party. Great job!

Chris is doing something very important here, clarifying language and definitions, something vital for the clear communication of ideas. It's just like when people use marketing and sales interchangeably, or marketing and advertising interchangeably. Not the same thing. Related, yes, but different. It breeds confusion, disunion, and fragmented efforts. Also the case with brand, branding, brand identity, brand identity systems, brand strategy, etc, etc. All are different things. Related, yes, but different. If we're confused, our customers will be even more confused, and we'll lack the confidence and knowledge to help them. Learn the differences and communicate them properly. Yes, there are actual definitions and authoritative bodies that define these things, find out who and what they are, do some digging, ask around, put in the work. Let's not be intellectually lazy. Search to find the answers and your confidence will rise, then you'll know that you're speaking authoritatively. Confidence starts with finding clarity.

I appreciate how Chris challenges the norms of people's thoughts and gives space for people to talk it out and see in real time the thought process and learn to recalibrate it.

I really believe that brand identity is super important for business owners, not for the customers. It's all about how the brand guides everything we do for our clients. When we stay true to our brand identity, it helps us keep focused on why we do what we do and how we want our clients to perceive us. Sure, customers might not know our mission or vision word-for-word, but they definitely feel the experience we create through our sales, services, and customer interactions—all of which should reflect our brand identity. In short, having a strong brand identity ensures that everyone in the company is on the same page, delivering a consistent message and experience to customers. Thanks for the video Chris

I'm teaching a "Branding" Workshop in April to small businesses, but its only focused around identity design. Maybe now i have to change the name but its not nearly as marketable. This is one of those lessons that annoys me right now, im thankful to have the clarity. Can always count on chris for that lol.

seems to me that Chris defines his brand identity at the end: it’s the way we speak, the way we interact with customers, the colors and typography we use, the way we shoot, the way we lays things out…. That sounds like an identity system to me. The brand is the symbol that is recognized as representing all those practices, experiences, images and values. I do believe that Supreme, Nike, Apple have clear missions that are represented consistently in their brand identity systems. The truth is that few design firms are empowered to develop and implement such holistic identity systems. The reason is that the company must own the process, instilling integrity into its daily practices and representations to ensure clear communication for its reason for being to those it serves.

I have always think "brand" is how that business "feel" to you, not how it looks to you, the "look" is just used to tie that feeling/experience back to you. Really agree on this video 😀

Chris was much more argumentative and defiant than helpful, which is very odd. I think the argument that tone of voice, messaging, visuals, photographic styles and motif are not Brand Identity is very weak. This was most a conflict but I think a defined conclusion was missing to tie the rethoric thrown around nicely.

Love the way you encouraged everyone to think and argue their point of view. I was someone who referred to logo design as branding, but as I learned/understood more, they are 2 totally different things. Great takeaways from this session. I understand this was for a private class, but would love to see what happens after if you do decide to post.

That's one of the two major "lies" people tell themselves and clients. The other is "I create design systems", when in many cases it's just a UI kit and some Figma Libraries. Just like branding doesn't exist without strategy, messaging and structure, a design system doesn't exist without documentation and rules and processes that govern said system. I put "lies" in inverted commas, because I don't think it's rooted in an intent to deceive anyone. I think it's rooted in a fundemental misunderstanding of the scope of work related to both of those things. And it's only enforced by online tutorials, courses and articles, where "brand identity" materials directed at designers basically only encompass visual design. Just like "creating design systems" is predominantly only Figma setup and creating componen sets.

Brand Design is the foundation. The platform that the company walks along and builds upon. You are designing the brand infrastructure. Granted like Chris said; thats not just creating assests, stationery, promotion, etc. Its creating the the ground level of language and product.

Chris, thank you for being a beacon of common sense in what at times feels like a universe full of people who have been conned into seeing "branding" as the emperor's new clothes. A logo isn't "a brand" and never has been. It's simply a mark, or a flag, or a gang colour to rally around.

Clarity is key. This was the perfect explanation of what branding really is. In my early designer days I used to get wrapped up in the identity part, but you do eventually realize that a brand truly is perception + experience and you don't get that just from a logo, font, or color palette. I focus 100% on personal branding right now and the identity part is in fact a very small piece of the story (especially in the context of a personal brand). Chris (and the Futr team), ya'll are the goat bro. Been following you since you and Jose first posted here. Hope to hang out with you one day!

Identity Design is and always will be part of the branding process, by itself it cannot create a "brand experience", or "Branding". Not sure why people still get this wrong

thank you for this chris. I've been confuse after starting to enter the branding world and so many terms comes out brand identity brand visual brand strategy brand positioning etc.. i started as logo designer, posters and banners and found out about the importance of branding. and really think that I want to do it. after seeing this video you've really open my mind to learn more. branding is not as simple as I think it is. I won't say I understood everything in this video 100%. but I do understand that I need to keep on learning. I really hope you post more of this kind of interactions with people where you challenge them to think like this. it's really helpful.

To prove why branding is important is because Louie V was created for sturdy and durable luggage not clothes. No one cares about the quality of the product anymore, just the brand associated with. He said “very few people buy brand”. That’s not true. Never underestimate brand power.

I think the problem is that what Chris describe as what doesn't matter is visual identity design and not necessarily brand design as whole. If there's anything I've learnt, brand design extends beyond just visuals.

I had misconception about branding and identity, and im learning thoroughly about the things and processes about brand identity design. So much educational content here i just went back in time of your project of Hamilton family brewery and united Airlines just opened my eyes.. Keep doing what u guys r doin many thanks..

🙌 This was a conversation that needed to be had.