Design students often ask me what makes a good brand and I say, “Does it achieve that sweet spot – a balance between heart and mind?"
A connection between brand and customer comes from two things; the heart and the mind. The heart connection is directly inspired from the core of the company’s essence. Tapping into that core essence by using your creativity is the magic that will result in greater emotional impact. The mind, however, takes a more practical approach by translating concept into form. Too much or too little of either mind or heart can confuse the customer or dilute the experience. That’s why it is so important to understand your client.
A designer's point of view, life experience, cultural background or the lens with which they see the world will ultimately influence a concept in either direction. Sometimes one can look at a logo or a brand and get a sense, even if fleeting, of the essence of a company and how much the designer might have been inspired by emotion or logic. It’s exciting, almost magical when one comes across a brand that captures both mind and heart. Try this next time you come across a new brand. Be aware and tune in to your instincts and feelings.
Getting to know your client and their core brand essence will free you up for greater creative flow in the concept phase. This will not only inspire you, but also your client and customer because after all, aren’t all customers seeking an emotional connection with a brand?