Brand Revealer #02: "A whole world that needs to live in the consumer's mind" with Elsa Benoldi
Brand Revealer #02: "A whole world that needs to live in the consumer's mind" with Elsa Benoldi
Second Q&A with branding consultant, Elsa Benoldi + thoughts on the quest for a niche.
👋 Hello brand enthusiast, how are you doing today?
I published a new conversation with a new brand heroine. The genius behind the brand archetype quiz: Kaye Putman. I had already shared her work through my ‘‘What is your brand personality?’’ article a few months ago. Feel free to dive into the whole package!
💡Every month we have a guest for our short and sweet Q&A. Longer interviews will stay on the blog.
My goal is to demystify the word Branding so that anyone can understand its paradoxes and implement their version of Branding. By collecting an eclectic panel of definitions and visions of what Branding is and implies. Showcasing those who do, use, and expand Branding: Brand Revealers.
Short Q&A - Brand Revealer #02
I asked a few questions to Elsa Benoldi, a creative director I discovered on The Dots. I really liked her minimal approach to branding projects and thought she would be a great guest for us.
Who are you?
My name is Elsa Benoldi. I am a creative director and branding consultant.
Your agency/studio
What is your definition of Branding?
Branding is the world that supports and defines the identity of a company.
This whole world needs to live in the consumer's mind and needs to engage, speak and resonate with them.
Elsa
Branding is made of trial and error. The positioning takes effort, time and dedication. How can entrepreneurs recover from a branding that doesn't resonate yet with their audience?
When a company realises that their brand is not sticking with consumers, it's time to sit down and focus on the weak points and what can be changed to achieve more success. It's also time to engage with a branding designer and come up with a new strategy and a potential brand refresh.
Elsa
What are the repeated words you hear about your Brand and Branding from your audience, teams, and people who discover you? (3 to 5 keywords)
Simplicity • Consistency • Elegance • Trustworthiness
Elsa
What is your best branding story from clients, yourself or an iconic brand you look up to?
I love the cult skincare brand Aesop. There's a poetic yet intriguing way they promote and showcase their products in stores and online. From their packaging to their stores to their products and fragrances, everything is designed following a natural, sustainable and minimalist approach. I admire their ability to maintain strong consistency in their brand narrative. I take so much inspiration from them!
Elsa
You can discover her work and mindset on Elsa Benoldi
🔦 What is your niche? Who are they?
Figuring out what is your niche, reveals itself as a quest of its own. As you grow and evolve within your Brand, your niche as well will change. You may find yourself with a whole new demographic of people who resonate with your Brand. I must have shared before, how it was a struggle for a long time. Today as I gain confidence and express myself, I sense better who is my Dot.
I see my niche from a whole new perspective. I know I create for people who used to be like me, wondering what is Branding. I create also for people who know what it is and are curious about new ideas. These people are creative thinkers and builders.
A journey of creatives from beginners to builders of an ecosystem.
Looking at your journey, your industry and see what is missing?
These are golden clues to solutions for your Dot.
People say you have to segment and be super detailed about your ideal customer. Well, I don’t do that. I allow my Brand because it is built in a way that is aligned with me, to resonate with those who get it.
The content makes the triage.
🤩 Bright, they are!
Would you date your brand? (Funny prompt/smart question involving Chat GPT)
Tenacity, keep it simple and authenticity works (Deep dive with Jeannie Assimos on intuitive marketing)
Earth & Olive (Black female-led creative agency: stunning branding vision)
Moonbyte is also an ice cream (One of my favorite food brands. I already loved their storytelling and branding, but now they are adding some ice to it.)
🎈 Fun brand(ING) prompt / 006
Could your branding survive without a website?
🔭 Think ecosystem. There are so many places where your Brand could express itself. Sometimes your Brand could be so anchored on a platform you don’t need a website. Nevertheless, thinking as an ecosystem, your website becomes the powerhouse for branching in and out.
Video, words, illustration, animation… you choose. Short and sweet.
People buy a personality before buying a product.
Yours creatively,
Keva