As a branding strategist, my profession might seem serious and require a meticulous and orderly process. Well, I am a certified organizational geek with a rebellious side! I've discovered that a little bit of mess, some creativity, and a ton of heart can help me create the best brands.
Recently, I worked with an international business consulting firm that had built an in-depth and meticulous business strategy for a client, divided into clear tables and diagrams. However, they specifically called me for the branding and storytelling process. They did "lab work," while I'm an expert in "baking."
Let me explain the difference: Lab work is orderly and process-driven, involving separation and division into details, precise experiments, and careful documentation. Think white coats, a clean and shiny room, and all kinds of test tubes.
From my experience, branding is more similar to baking. There are components, precise measurements, and specific order of operations, but there's also a lot of creativity, mess, and a ton of dishes in the sink. Each cake comes out a little differently as if it has a life and soul of its own.
In branding, you should introduce intelligence and precision, but also your personality and unique identity. Like in baking, each brand has its unique flavor and personality.
So, if you're in the process of branding or storytelling, don't forget to sprinkle in a little bit of mess and lots of heart. I promise you, the end result will be delicious!
