Brand Revealer #06: "Analyse the gap between your audience and how you are talking to them" with Maud Passini
New Q&A with founder and creative Director, Maud Passini + current thoughts: have you noticed your formula?
👋 Hello brand enthusiast, how are you doing today?
Let’s discover our new Brand Revealer of the month. I also share insights on that elephant in the room: ‘‘your formula in the making.’’
💡Every month we have a guest for our short and sweet Q&A.
With my series Branding Outside in-inside Out, my goal is to demystify the big word Branding so that anyone can understand its paradoxes and apply their own unique approach to building a brand.
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 #06
I asked a few questions to Maud Passini, an inspiring Branding expert I discovered through the WellFed community. She crafts visual stories for brands and pours in some soul, I knew she would be a great Brand Revealer for us!
Who are you?
My name is Maud Passini. I am a founder and creative Director.
Your agency/studio
Where are you located?
🇺🇸 Brooklyn, New York
What is your definition of Branding?
Branding is creating a unique visual world for a company. Not only the logo, but also the colors, typefaces and graphic elements such as icons, patterns or illustrations, to allow the brand to speak to users in its own language, that represents them.
Maud
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?
If it doesn't resonate with their audience, it means that there's information to be collected. Analyse the gap between your audience and how you are talking to them, what they don't resonate with and how your messaging and branding could depict more clearly how you can serve them.
Maud
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)
Elevated • Detail oriented • Unique
Maud
What is your best branding story from clients, yourself or an iconic brand you look up to?
Back in early 2019, we designed the brand identity for a company called Bond Vet, founded by three hard-working, pet loving people who had big dreams of changing the veterinary experience and deepening the bond between pets and their owners. We knew that a clean, trustworthy visual identity was important but not enough, and decided to develop a full library of unique illustrations to help the brand stand out and add a touch of fun and playfulness.
Bond Vet now has over 30 clinics open across 4 states, and about 18 just in New York City. They have raised over $170 millions in venture capital.
We still work closely with them to ensure the branding remains impeccable and recognizable yet innovative, and have widened our list of services thanks to the variety of collateral materials we've produced with them, from social media content to environmental design and beyond.
Maud
How has soul-searching helped you build Manureva studio? As a result, how do you implement those inner answers towards brands you work with?
Manureva was born out of my desire to connect with entrepreneurs through what I love doing: graphic design. While starting it and growing it, I simply followed my instincts and inner voice, which has led me to connect with like-minded people and clients. I only work with people who are sincere and want to grow their business for reasons that align with my values.
Maud
You can discover her work and mindset at Manureva Studio + @manureva.studio
⚗️ You have an unfolding formula in your branding
As I listen to the repeated words about my work, they serve as a confirmation that I'm on the right track. Early on, I understood it was a radar in the Branding process. These words are clues for you to look into how you create and express your brand. It helps you check if it aligns with the vision you are building.
They shed light on a possible formula you have been crafting without noticing it.
🤩 Bright, they are!
Getting clients without social media (Super interesting ideas that shed light on the art of becoming friends with marketing. 📢 I will be introducing Marketing wisdom to the letter next month!)
A fresh visual identity (A business model many creatives have started implementing in their businesses).
Trouble maker? Jasper (This AI adapts and learns your brand, speaking cohesively as if it were you every time. We will discuss it in a future letter…)
If you are a creative and you don't have a Substack (I shared insights on the power of emails for creatives to build their space).
🎈 Fun brand(ING) prompt / 011
Can your process become a formula for your branding?
🎯 If you can take notice of the repeated words, processes and mechanics
in how you express your brand. You are closer to grasping your formula.
Video, words, illustration, animation… you choose. Short and sweet.
In Branding: there are two sides to the coin.
I hope you enjoyed the read of the week. Feel free to share it with peers and friends.
Yours creatively,
Keva