What’s in a Brand?: Q&A with Don-E Coady of Dc Design House

“Brand” is one of those words that you probably hear quite often, but if someone asked you to define it, what would you say? Not just a way for farmers to differentiate their cattle by means of a unique symbol anymore, “branding” has evolved to mean a number of things - but what exactly? Is it the name of, or logo on, a product; the packaging it comes in; advertisements on a billboard; or all of the above? These days, just having a good quality product or service isn’t enough to ensure success. You need to make an impression and connect with your audience on an emotional level - and your brand will help you to do that. During his session “What’s in a Brand?” at St. John’s City Hall on April 18, Don-E Coady of Dc Design House will share tips on how to build a brand that will leave a lasting impression. (This workshop is immediately preceded by “Facebook for Artists” with Krystal Hobbs of Reflective Marketing.) He recently took some time out to chat with Business & Arts NL about the essentials.

Don-E Coady

Business & Arts NL: “Brand” is one of those words that seems to be bandied about a lot these days, but not everyone may understand what that word encapsulates. What exactly is a brand?

Don-E Coady: A powerful brand is the combination of three critical factors: the way your brand appears (graphic elements, colours, fonts, core images, key copy, etc.), the products or services you offer, and most important, the way you make your customer feel. People who trust you will buy from you - and a consistent brand expression (or as we call it, 'brand spirit') drives that trust.

Business & Arts NL: Some people think of branding as something that’s significant for just big business/corporations. Why is it so important for artists to develop and strengthen their professional brand?

DC: Branding is not just a logo. Branding is who you are, what you stand for, and where you want to be seen. Consistency results in increased memorability, and in turn a larger market presence.

Business & Arts NL: For an artist (especially one who is early into his or her career) figuring out what their brand is exactly may seem like a daunting task. Where should they start?

DC: We'll actually do a branding exercise during the session that will help the participants create the central idea of their brand and express it through words. That's where it all starts. From there you can take the stories you compose and use those ideas and feeling to create your logo and all the other marketing materials you'll need from there.

For more information on Don-E’s session “What’s in a Brand?” click here.