How to brand anything | Youri Sawerschel | TEDxEHLLausanne

Introduction

This tutorial will guide you through the process of branding anything, using the example of transforming a simple pen into a meaningful brand. The principles discussed are applicable to any product or service, emphasizing storytelling, identity, and community engagement as key components of successful branding.

Step 1: Understand the Power of Perception

• Recognize that the value of an item is largely determined by how it is perceived.
• Branding is the art and science of changing perception and creating value.
• Reflect on how everyday objects, like a pen, can be transformed through a compelling narrative.

Step 2: Create a Relatable Story

• Develop a story that connects emotionally with your audience.
  • Example: Position the pen as a tool for rediscovering personal thought and creativity.
• Ensure the story is meaningful and highlights why the product matters.
  • Example: Emphasize the decline of handwriting and the importance of personal expression.

Step 3: Choose a Name That Resonates

• Select a name that conveys community and belonging.
  • Example: "We the Thinkers" suggests a movement of like-minded individuals.
• Ensure the name is memorable and communicates the brand's essence.

Step 4: Design a Distinct Visual Identity

• Create a visual identity that is both sophisticated and bold.
  • Use colors and designs that stand out and resonate with the brand's message.
  • Example: The pen is crafted from recycled materials and features a unique color like Swiss Renaissance Red.

Step 5: Develop Supporting Products and Services

• Consider how the core idea can generate additional products and services.
  • Example: Introduce a notebook, a café for idea exchange, or even a spa for relaxation and creativity.
• Ensure all offerings align with the brand's mission to inspire thinking.

Step 6: Focus on Longevity Beyond Products

• Ask what happens if the brand ceases to produce its items.
  • Emphasize that branding is more than just physical products; it exists in the minds of consumers.
• Create a brand that stands for values and ideas, ensuring it remains relevant even without tangible products.

Conclusion

By following these steps, you can transform any item into a compelling brand. Focus on storytelling, identity, and community to create a brand that resonates with people. Whether you're starting a new venture or rebranding an existing one, remember that the magic of branding lies in the perception you create and the connections you foster.