👋 Hello Branding Revealers. How are you doing today?
I have been rolling interviews, and it has been so much learning. I get to become a better interviewer but also highlight information that speaks to an angle of truth about branding. I want to close up the season with the remaining set of valuable interviews. So, I will be getting back to my investigations in the summer and I will only focus on them. I am still super excited about my ‘‘Space Brand’’ series coming soon.
Now, what is your story of Your Branding Letter?
This letter reaches you bi-weekly or monthly, diving into many topics that are close to my heart. However, I am curious—do they matter to you as well? To find out, I have put together a short and playful quiz to uncover YOUR story of Your Branding Letter. I am looking forward to reading your answers.
The mission of Your Branding Letter is to demystify the big word Branding. I wish for everybody to understand its paradoxes and truths. But also, implement them within their version of branding. Here, you will find ideas, investigations and a collection of an eclectic panel of definitions alongside visions of what branding is and implies—showcasing those who do, use, and expand branding: Brand Revealers (They are each one of us, that is, everybody).
🎯 Wise words from Brand Revealer: Barney Abramson
Barney is a fellow Substack writer but also a mentor on ADPList. I discovered him thanks to his newsletter Creative Zentral. I was supportive of his mission of empowering younger and more robust creatives. His dedication to giving back to the new generation is inspiring. He tackled many themes and needed conversations like the saturated market we live in, mental health within the creative industry, the money mindset to thrive, client relationships and much more. He pours gems of wisdom and proactive action each time.
☕ Grab some tea or coffee and let’s go!
Who are you?
My name is Barney Abramson. I am a Creative Director.
Branding is the process of creating a distinctive identity, image, and perception for a product, service, or company. It involves defining and effectively communicating the values and attributes that set your product, service, or company apart from your competitors.
In simpler terms, branding is all about establishing a unique presence in the market and making your product, service, or company easily recognizable to customers. Effective branding elicits specific emotions in your target audience that ultimately influence their purchasing habits.
Barney
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?
Branding is not a foolproof process. When your branding efforts fail to connect with your target audience, it's crucial to review the fundamentals. Conducting market research is the first step in this process. You can gather feedback from customers, analyze competitors, and identify market trends through market research.
The feedback is valuable in identifying brand perception, reevaluating brand positioning, modifying brand identity, revising brand messaging, and so on. Just like a newborn baby, a brand requires consistent nurturing and attention to ensure its growth and health.
Barney
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)
What is your best branding story from clients, yourself or an iconic brand you look up to?
I was recently tasked with creating a new brand identity for Gomez & Martinez Law, a regional law firm that works with legal immigrantion matters. They had changed their name and wanted to update their brand to reflect their new identity. Through several branding exercises, they had established their brand values and they wanted their new identity to align with those values. As an immigrant myself, born in the Dominican Republic, I identified deeply with this project. Fortunately, my personal brand values perfectly aligned with Gomez & Martinez Law: Authenticity, Community, Empathy, and Understanding. The new brand was launched in late 2023 and has been well received. Social media shows a 200% increase in followers in just 3 months, indicating brand acceptance.
Barney
Do you have any recommendations for mastering branding, such as books, podcasts, conferences, etc.?
You must have witnessed many changes as far as design and design leadership is concerned. Could you share the three most surprising and relieving ones for you in your 20+ years of experience?
The three most significant changes I have experienced are technological advancements, a greater emphasis on DEI and sustainability, and a focus on user-centricity. I have experienced many technological advancements since I started in this industry in early 2000, with AI being the most significant. DEI and sustainability also become a major focus for companies. For me, working in a Marketing setting, I remember a clear shift from all-white-people marketing to a huge emphasis on diversity and inclusion. Finally, the shift towards a more user-centered approach to design, with a greater emphasis on understanding and empathizing with the needs, preferences, and behaviors of end-users changed the game significantly.
Barney
Do you consider your personal brand a magnet towards your educational ventures? And how have you been crafting an experience of your work towards serving younger designers and creatives?
I consider myself a lifelong learner. Everything I do revolves around the concept of constant improvement. The next generation of design leaders is being created today. Therefore, I have set a personal goal to support them in their growth, by dedicating my time and sharing my 20 years of experience with them through my mentoring program. So far, I have mentored over 164 designers in 13 different countries, which adds up to more than 8,370 minutes of mentoring.
Barney
With the rise and visibility of more black brands, do you witness a shift in the marketplace thanks to a ''designed by black designers for black brands''?
I have observed a lot of discussion lately around the concept of ‘designed by black designers for black brands’. Some major companies such as Vogue, Neiman Marcus, and GQ have shown their support for this movement. I was also happy to see Pharrell Williams join Louis Vuitton as creative director. But it seems to be mostly limited to the fashion industry right now. I have yet to see this movement extend to other areas of design. Nonetheless, it is an exciting time for Black and Brown designers making waves on the national stage.
Barney
I love that you state that creativity has always been in your DNA. I also acknowledge that you navigate skills (drawing, writing, strategy,...). For you, what is a creative? And most importantly what is a strategic creative in today's era?
The idea of what it means to be a “creative” has changed for me over time. I now believe that being creative encompasses a wide range of professions, including designers, copywriters, animators, videographers, photographers, and content creators. Creativity, much like Hip Hop, is a diverse and expressive art form that goes beyond traditional boundaries, incorporating various perspectives and practices.
A strategic creative is someone who not only possesses artistic talent and creativity but also has a deep understanding of business strategy, consumer behavior, and what is going on in the market.
Barney
There are more and more creatives in the market. Tools like Canva and now, AI-generated content bring constant democratization to the design process. From a prospective view, how can designers sustain their role and reinvent what it means to design? (especially towards the demands of the market).
I conducted a LinkedIn poll recently where hundreds of creative professionals agreed that the democratization of design is a good thing for the industry and designers, even though it can be nerve-wracking. While AI establishes its position in the industry, we may experience some uncomfortable moments. However, I agree that this is a positive change that will equip creatives with powerful tools. With the help of new-age technologies, our work will look and function better, and turnaround times will be faster.
Barney
If you could say one thing to your younger self at a time when you doubted or were frustrated with your path, what would you tell him? Any branding advice?
I would tell my younger self that creativity is the way forward. You are a creative and your passion for your craft will only grow with time. There is a place for Black and Brown folks in the design industry, and don’t let anyone tell you otherwise. Your personal brand is everything. A job will stay with you for a short while and even your profession may not last forever, but your personal brand will always stay with you – build it, protect it and nourish it at all costs.
Barney
You can connect with him and discover his mindset and work @BarneyAbramson
How can you start pivoting your business into a learning and paid-to-think business?
Brainstorm ideas and start laying out simple yet effective steps towards a strategy. Short and sweet.
When you understand how unimportant business is in the grand scheme of your life, you can get better at it.
Gary Vaynerchuk
I hope you enjoyed this new issue. To support proactive and engaging insights on brand building and get access to exclusive interviews consider upgrading. You can also find other ways to share the love here.
