Reflection: Branding & Storytelling
This course has significantly enhanced my understanding of branding and storytelling, deepening my appreciation of how narrative shapes brand identity and audience perception. I have always recognized branding as a combination of visuals and messaging, but this course underscored how storytelling is the foundation of a brand’s emotional connection with its audience. How to best communicate in services of this emotional is something, I still need to learn. Finding the best way to articulate my own brand statement was a much easier process for me than attempting to interpret and tell the story of an outside brand. The why of the ease is self-evident but, in reflecting upon it, I learned that there is a way to approach another brand with a similar depth of understanding - if that brand somewhat aligns with my own values and drivers. This tells me that when pursuing new projects, I will likely find more success in those that have some through line or point of resonance.
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An impactful insight I gained from this course was understanding how storytelling shapes brand differentiation. The Target vs. Walmart differentiation discussion highlighted how both brands prioritize accessibility but appeal to distinct audiences driven by different motivations. Target has mastered brand positioning through its expansive private label strategy, crafting an identity that feels high-quality and boutique-like compared to Walmart’s emphasis on low prices. At first glance and in my own initial analysis I mistook these differentiators for their clothing: the surface-level desires to save money and fit in. Which to a degree, I believe are accurate synonyms for lies under them. Beneath lurk baser needs and psychological drivers. Target prays on our need to belong, to be a part of a collective. Walmart capitalizes on consumers' fundamental need for affordability and essential resources, or more distilled, the fear of being without resources. The discussions and peer feedback helped me gain practice in interpreting and engaging with brand narratives. The discussions in general offered valuable exploration of branding topics and reading my peer’s posts challenged me to consider new perspectives and ideas.
Perhaps the most valuable assignment this month (to me, at least) was the research paper. I find I generally struggle with traditional or academically formatted writing as it goes against my flare for the dramatic and generally verbose writing style. The research process I enjoy and find I always am excited about the bits of knowledge I uncover in finding sources. This part of the process feeds my curiosity and is stimulating. The formatting and clinical writing style, however, is much more challenging, and in the process of distilling my ideas, I find I end up editing out so much of what I thought I had to say. It also becomes apparent how used to writing in the first person I am.
In summary, I really enjoyed this class. I felt challenged at times and in a flow state in others which I think is the marker of a great class. There are components of branding that I wish we explored in more depth such as stylescapes and aesthetic curation as that is a subject I am actively working on professionally - that said I think the reading and assignments pushed me to think about that in new ways and I hope that will help me elevate my work.
Until next time,
Ellowyn