Photo Gallery: Anatomy of Branding
After completing the daily work requirements assigned by my direct supervisor, I provided him with a brief update before heading out to attend The Anatomy of Branding at 6:30 PM. The networking event was hosted by CoreConnect with the location being provided by Shaw Contract on 853 Broadway. The presenter, Katherine M., is the global director of marketing and communications for Interbrand with years of experience in brand strategy and digital media. After fulfilling the registration requirement and with 10 – 15 minutes dedicated to mingling, the presentation started approximately at 6:45 PM with over 35+ attendees.
The presentation covered the foundations of branding by exploring its defining principles and processes through a genuine human connection. Katherine and Touseef Mirza, Founder of the NY Branding Meetup, states that human need should be embedded in all brands, acknowledging genuine values (empathy, compassion, etc.) and the importance of human attributes for an emotional and purposeful standpoint. The main discussion points presented by Katherine and Touseef Mirza pertained to how people think, feel, and perceive a product, company, or service. One of the most important aspects of branding is the individual. People tend to purchase what they have an emotional reaction to and may subconsciously ask themselves the following questions: What do I need? What do I do next? What’s this about? And how does this make me feel?
Understanding the framework of people can help a brand solidify itself when trying to establish an emotional connection to its audience.  In addition to this, taglines can help reinforce your message. For instance, Uber’s current tagline: “Connecting you with the people, places, and things you love,” represents freedom by providing individuals with the means to travel. Airbnb’s tagline: “Belong Anywhere,” gives a sense of belonging and acceptance regardless of your location. The tagline for Casper: “The Best Bed for Better Sleep,” represents a state of being well-rested and energized to face the day ahead on. The final discussion point of the presentation referred to a brand’s clarity. The clarification term pertains to what a brand wants to represent and stand for, which should come from a place of truth and true emotion.
