Austin McGhie talks with GraphicDesign.com and expounds on the points of his new book: Brand is a Four Letter Word.
Q. What are the biggest mistakes designers make when undertaking a branding project?
A. First, as I say in the book, unless youâre a rancher, thereâs no such thing as branding. You canât just brand something. The idea should never be used as a verb. Brand is the prize. The outcome. Itâs a noun. The actual workâthe verb, if you willâisÂ positioning.
The biggest mistake designers make is starting any design project without fully understanding that position. Great brands, like great people, have a strong,Â clear point of view. A world view that is theirs and theirs alone. Understand that POV. Feel it. Explore it.
Then, and only then, go to work.