After six amazing years, the founders of Hexanine have moved on to other independent design work and creative endeavors. Read more
Concrete brand talk in an ephemeral world

The Branding Sweet Spot

Hexanine: The Branding Sweet Spot
Trying to stake out intellectual and emotional territory for an organization’s brand is a challenging proposition — so many viewpoints, stakeholders, and ideas to juggle and consider. You have the business and marketing goals of the organization, the reality on the ground, and the thoughts and emotions of the brand’s audiences. Marty Neumeier said in “The Brand Gap” that a brand is “what they say it is,” — that what the world thinks about your brand is incredibly powerful and often definitive.

I think he’s right on, but there’s more to the story. Brands aren’t solely formed of audience belief or market opportunities. They are the creation of driven, hard-working, vision-casting individuals who put bits of themselves into their organizations, whether it’s their passions, perspective, or merely sweat equity. To completely cede the soul or mission of a brand to the opinions of others means leaving out an essential slice of the organization’s DNA.

We believe that the sweet spot of powerful, authentic brand identity (and communication) lies at the intersection of an organization’s view of itself (the Authorial element) and the connection the brand makes with those in the world (the Responsive element). When a team or organization can weave a brand story and overall identity that integrates both of these elements, it has achieved the sweet spot, a place of lasting connection and success.

You can leave a response, or trackback from your own site.

3 Responses to “The Branding Sweet Spot”

  1. suba suba says:

    Really enjoyed this article.Really looking forward to read more. Fantastic.

  2. Just a smiling visitor here to share the love (:, btw outstanding pattern. Treat the other man as faith gently it is all he has to believe with. by Athenus.

  3. keth says:

    An SEO expert focuses on organic traffic, whereas a Digital Marketing specialist prioritises a company’s entire online presence over SEO. In practise, an SEO specialist must oversee various aspects of digital marketing. Some marketing experts refer to SEO as integrated digital marketing, and its use is becoming increasingly important for the overall success of digital marketing. Thanks for sharing the nice piece of stuff with us.

Leave a Reply