In simple terms, BRANDING might be described as the application of a designed identity (name, logo, distinctive colour palette etc) to a product/service/experience. It happens at the end of the journey, whereas the design of your brand is most valuable when it happens at the very start.
Much more than a name and logo, your brand’s identity is how people describe you. Think of it as the character of your brand: it starts with what you believe in and informs both what you do and the way you do it.
Thinking of your business as a BRAND from the outset allows you to visualise the ecosystem of your business from the perspective of your desired audience: not just what you make but also what you believe in, the things you care about.
It is the DNA of your business, and understanding what makes your BRAND special is essential to its success.
The Irregular Brand Building course is designed to help you understand, define and articulate this ‘special’ in a way that can be applied directly to the various ways in which people experience your brand, from products and environments to communication and behaviour.
With a background in Product Design, Mil has been working with brands and organisations for over 25 years. Working within businesses and as a consultant, the constant theme has been a focus on the development of strong and distinctive brand narratives as a means….
In 2020 Mil and his wife Jolene launched their own business Irregular Sleep Pattern; an independent brand of bedding, sleepwear & homewares, designed at the intersection of art + utility in Glasgow, Scotland.
We didn’t really know at the outset how to start, run and grow a business, but we did know how to build a brand. Over the years, this clearly defined vision has served not only to inform the personality of our brand but equally as an invaluable guide for internal business decisions.