April 13, 2020
Entrepreneurs who consider “develop a brand” an easily accomplished checklist item should think again, advises branding consultant Heyward in her zesty debut. Heyward started in traditional advertising in the early 2000s, but found it too slow and stolid for her tastes; she jumped at the chance, mid-decade, to join the emerging field of “brand thinking,” before cofounding her own company, Red Antler. Based on her experience, she believes that branding isn’t reducible to graphic design or catchy sloganeering, but rather it encompasses how a product or service makes people feel. She uses successful campaigns for clients as case studies, including one for Allbirds that emphasized “sustainability, minimalist design, and comfort,” and another for Casper intended to show that the “power of sleep is what it brings to people’s waking lives.” Heyward covers speaking to a customer’s sense of self, creating a connection between product and customers, building customer loyalty, and taking a personal approach. Most importantly, she warns, branding isn’t a one-time task; one can’t rest on one’s laurels once the logo is designed or slogan chosen, but must continually work to maintain the brand. This breezy, insightful guide to understanding what customers actually want, and building a brand to meet that need, is an encouraging thumbs-up to start-up hopefuls.