A great ‘brand’ does not just revolve around good visuals or targeted advertising alone.  A great brand and a successful branding campaign should help to illustrate three things; identity, personality and passion.  I visualize a successful branding campaign as a shamrock.

In my visualization the three leaves are the identity, personality and passion.  Just like the leaves are the first thing we associate with a shamrock, the three aspects are what a potential consumer or client are looking for.  The stem in this analogy is the branding itself.  It is where these three pieces connect and are allowed to be shown.  The stem eventually settles down to the roots.  The roots simply enough is the organization/business/individual itself.  The roots being unseen are not always associated with the plant much like when you see a branding item, you don’t immediately think of where the organization is headquartered and what the building is like.  The leaves cannot exist without the roots, nor can the roots fully prosper without the leaves.

The business as the roots do possess an identity, a personality and a passion, but in order for these to show in the leaves there needs to be a successful brand or a healthy stem.  In the end a healthy stem can support the leaves which the roots utilize to thrive, as in creating a successful brand will convey an organization’s identity, personality and passion, which will help the organization thrive.

What analogies do you tend to use when explaining branding or other aspects of marketing and design?  Let me know in the comments, this is a topic definitely worth expanding upon and discussing further.

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