Interview with Westley Wong of Wholly.
By Milestone|3 December 20, 2021
Westley – as a visual communicator, what are the ways one should communicate to build a stronger brand?
To answer this question, we have to define what a ‘brand’ is. Marty Neumeier, CEO of Liquid Agency, proposed that branding should be considered as ‘a person’s gut feeling towards a business or a product’. In that sense, branding should never be limited to only visual communication, but communications in every way.
Let’s take MUJI, which is often considered as ‘the no-brand brand’, as an example. MUJI does not put much effort on traditional graphical branding instruments, such as logo, typography and so on. Instead, the brand’s engagements are more of their industrial, spatial and integrated design. A universal ‘vibe’ of the brand is composed by the materials, lighting, scents, etc. The vibe speaks.
In terms of branding, I reckon that there should be no definite answer in building a stronger brand. To all entrepreneurs, however, understanding thoroughly about their own brands (instead of just the figures) might make a huge difference.
If reaching our target customers is priority for many businesses, how can one do that effectively while lifting their brand?
A comprehensive customer research is essential to many branding/ re-branding projects. As many brands may think that they are familiar enough with their target customers while they are actually not. Reluctantly as it may seems, sometimes we have to step back and think again if there is a need of narrowing down the target customer groups, or reviewing the existing branding strategies.
It is important to understand the fact that ‘logo’ and ‘visual identity’ are merely representations of a brand. Visual communication is often backed up by branding research evaluations, qualitatively and quantitatively.
For startups pitching to VC’s, what needs to be communicated to form a lasting impression?
There are quite a few things that one should be aware of, but I guess personal branding is an often neglected point. First impression may play a much more vital role in pitching presentation than we thought. Many candidates may wear what they consider as ‘smart casual’. The impressions towards candidates and their representing brands are therefore generalized.
Gestures, tones of voice and forms of dressing should all be taken into account. A valid presentation deck with a corresponding proper presenter together composes a persuading presentation. The spokesperson is the brand itself.
Courtesy of Westley Wong @ Wholly.
